TOURISM & THE CREATIVE ECONOMY: Source of growth and jobs. Jane Stacey Policy Analyst

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1 TOURISM & THE CREATIVE ECONOMY: Source of growth and jobs Jane Stacey Policy Analyst 5 th Annual Tourism Policy Workshop Dromoland, Ireland, November 2014

OECD s integrated approach to tourism Measuring and

government OECD approach: connecting with other

tourism statistics Competitiveness indicators

Italy, Food) Statistics and Indicators Tourism

giving advice: Policy recommendations & support for

tourism strategies Multi-stakeholder involvement (e.

2 OECD s integrated approach to tourism Measuring and comparing: Tourism Trends and Policies Whole of government OECD approach: connecting with other policies Tourism Satellite Account Global forum on tourism statistics Competitiveness indicators Thematic and country reviews (e.g. Italy, Food) Statistics and Indicators Tourism Policy Horizontal work & cooperation Analysing, and giving advice: Policy recommendations & support for tourism reforms Evaluation of policies Long-term tourism strategies Multi-stakeholder involvement (e.g. WEF, universities, research centres) International cooperation (e.g. UNWTO, ILO, UNEP, APEC, EU ) OECD horizontal approach (environment, education, skills, labour, transport, innovation) 2

3 Main OECD activities on tourism Monitoring tourism policies and measuring performance Effective policies for tourism growth Quality jobs in tourism Transport, mobility and tourism Financing approaches to support tourism SMEs Large-scale events (trade, sports) and economic development National and regional tourism policy reviews

4 Direct contribution of tourism in OECD-G20 economies

Domestic tourism economy is significant Growing awareness of value and contribution of domestic tourism with countries taking measures to stimulate their domestic market

5 Domestic tourism economy is significant Growing awareness of value and contribution of domestic tourism with countries taking measures to stimulate their domestic market Domestic tourism consumption 78% Inbound tourism consumption 22% In 6 OECD countries, domestic tourism consumption exceeds 78%: Canada Germany Japan Mexico United Kingdom United States

6 % % OECD-WTO Trade in Value Added How much does tourism add to economies? Not all tourism expenditures result in domestic value added but their domestic value added share is higher than average Source: Calculated from TiVA and TSA,

7 Upstream effects of tourism expenditures On average, 1 of VA in tourism related industries results in 56 cent VA in upsteam industries, distributed as follows Source: Calculated from TiVA and TSA,

8 OECD countries play a leading role in the international tourism economy OECD countries account for over half of international tourism arrivals (57%), receipts (59%), expenditure (54%) Growth in arrivals to OECD has slowed, growing by +1.9% p.a. between , compared to +2.9% globally Growth in receipts to OECD grew by +0.7% p.a. over the same period, compared to +3.4% globally EU28 account for around a third of global travel receipts (35%) and expenditure (31%), but arrivals growth is more moderate (+1.5%) than for OECD and world Emerging tourism markets, notably Asia Pacific, are driving growth, changing the structure of the global travel market OECD countries are losing market share active tourism policies are essential to improve competitiveness and to generate more added value

9 Creative tourism, a new source of growth & jobs Creative industries offer a wide range of opportunities for the growth and development of tourism Creative industries include: advertising, animation, architecture, design, film, gastronomy, music, performing arts, software and interactive games, television and radio New forms of tourism based on contemporary creativity are emerging, creating new sources of growth and supporting a more innovative approach to tourism

10 Potential from linking tourism & creative industries Increase tourism demand and develop new markets Diversify tourism products and enhance experience Stimulate innovation, application of new technologies Enhance attractiveness, image and quality of destinations Extend the reach of tourism and the tourism value chain Support the creative industries and drive exports

Korea: Culture, creativity and technology An integrated approach explicitly recognising the need for convergence between tourism and creative industries Korean pop culture contents (known as Hallyu -

12 Korea: Culture, creativity and technology An integrated approach explicitly recognising the need for convergence between tourism and creative industries Korean pop culture contents (known as Hallyu - film, music, fashion, cuisine) has been made available abroad used to improve Korea's image, increase visitor numbers and boost exports Economic impact of 'Hallyu tourism' was estimated to be USD 1.5 billion, creating 25,642 jobs in 2010 Blinking Seoul is a travel application that provides map services, navigation as well as useful and practical information in different languages.

Milan: Innovation and design tourism Design used as a stimulus for events and to support place promotion, innovation, product development and experience creation Salone Internazionale del Mobile

13 Milan: Innovation and design tourism Design used as a stimulus for events and to support place promotion, innovation, product development and experience creation Salone Internazionale del Mobile attracted more than visitors (60% foreign), and generated an induced spend of EUR 200 million in 2013 Salone has stimulated other cultural and creative events combined into the Fuorisalone which attracts leisure tourism New hospitality design concepts are being developed, re-using urban space in creative ways for tourism design hotels, pop-up accommodation etc.

14 Integrated policies needed to capture benefits Linkages remain underdeveloped, with few integrated approaches to take advantage of the potential Growing use of specific creative industry sectors to attract tourists, but often a silo effect Creative industries are largely based on intangible content, which generates new challenges compared to tangible culture Limited advantage being taken of the full range of technological and innovative potential of the creative industries

15 Active policies for creative tourism Public authorities have an enabling role to play in developing creative tourism, including supporting SMEs, networks and cluster development Private sector is leading the development of interesting, engaging creative content to attract visitors tourism organisations need to be actively involved Collaboration between tourism and the creative industries implies a process of knowledge and capacity development to realise mutual benefits

16 Active policies for creative tourism Policies should bring producers and consumers together to co-create value - consumers are actively developing creative experiences and user-generated content New technologies and digital media shape and deliver creative content and tourism experiences, as well as connecting elements of the creative value chain Branding places and experiences can connect creative activities to destinations, helping to anchor creativity in specific places so tourists visit

17 To find out more Publications Tourism Trends & Policies (2008, 2010, 2012, 2014) Tourism and the Creative Economy (2014) Indicators for Measuring Competitiveness in Tourism (2013) Green Innovation in Tourism (2012) Food and the Tourism Experience (2012) Climate Change and Tourism Policy (2011)

RIVA DEL GARDA ACTION STATEMENT

High Level Meeting of the OECD Tourism Committee The Tourism Economy and Globalisation: An Engine for Innovation, Growth and Employment 9 10 OCTOBER 2008 RIVA DEL GARDA ACTION STATEMENT FOR ENHANCING COMPETITIVENESS