A New Start for EUTO

1. A New Start for EUTO Redruth, 29 September 2012 Henk Schüller

2. Strategic Plan for Re-development of the European Union of Tourist Officers Challenges: • how to move from an association of professionals to an association of organisations • how to achieve objectives and to deliver on priorities for the coming years

4. European tourism organisations Survey in 46 countries: • 50 national tourism structures • 1.060 regional tourism organisations • > 15.000 local tourist offices plus • 6 national associations of tourism organisations • 6 national associations of tourism professionals

5. Regional Tourism Organisations Survey identifies • regional tourism organisations in 28 countries • National Tourism Organisations with regional responsibilities in 16 countries • sub-regional tourism organisations in 7 countries

6. Vision EUTO’s vision expresses the aspiration: “to be the foremost instrument to give support and voice to Europe’s regional tourism organisations”. EUTO supports their destination marketing activities and enables them to act with a collective voice.

7. Mission “EUTO is a membership association offering a powerful platform to regional tourism organisations focussed on better performance in their marketing activities with the aim to enhance the image of Europe’s regions as first-rate tourist destination.”

8. Strategic Aims • Sharing and developing knowledge • Exchange of experience and best practice • International networking and co-operation • Monitoring and advising on EU tourism policy • Representing members’ interests • Facilitating performance improvement • Recognition of regional tourism organisations

9. New operational objectives The new EUTO will operate as: • Knowledge centre • Meeting Point • European Monitor and Networker • Public Relations Instrument The four objectives provide framework for programme of activities with relevant member benefits.

10. Knowledge Centre • Website • Database • Library • Forum • SIG’s • Co-operation

11. Meeting Point • Council and Board • SIG’s • Events • Expert meetings • Exchange programme

12. European Monitor & Networker • Co-operation international destination marketing organisations • EU-information and consultation • Dialogue international tourism bodies • Policy advise and collective voice • Support international projects • Sector representation

13. Public Relations Instrument • Website • Printed and online brochure • Audiovisual • Newsletter • Press contacts • External presentations • Participation in international events • Annual Report

14. Prioritisation of activities • Website re-development + maintenance • Database and e-library • Set up Board, Council and SIG’s • Public Relations activities • Stakeholder contacts • Annual event 2013 • Co-operation European tourism bodies

15. Activities Indicator Input by Board and General Assembly Members Ranking of top ten priorities in clusters: • exchange of best practice/ knowledge development/ share expertise • networking*/ collaboration between members/ international projects/ events • contacts European Union*/ advise tourism policy EU and governments/ co-operation international organisations* * = priorities indicated by all respondents

16. Membership categories • Full membership for regional tourism organisations • Associate membership for national associations of tourism organisations • Affiliate membership for national associations of tourism professionals • Institutional membership for other tourism (related) organisations

17. EUTO Council Board SIG SIG SIG SIG Governance/ Executive Bodies SIG = Special Interest Group

18. Management/ Operational Structure Board primarily has strategic and supervisory roles. Principles of operational framework: 1. Adequately staffed office structure - by assignment to (board) member with executive power, - and/or through co-operation with international tourism organisations (ECM, ETAG, EDEN, EUFED, etc) 2. Human resources require qualified - general and operational management, - web co-ordination and membership recruitment

19. International co-operation and stakeholder relationships • EU-institutions • ETAG: international tourism industry organisations • International tourism destination marketing organisations (ECM, EDEN, ETC) • Tourism agencies of governments at (inter)national and regional levels • Knowledge centres • Media

20. Financial model • Sustainable income strategy for mid to long term funding of organisation and activities • Membership fees should cover operational cost • Additional activities in line with income • Potential 80-110 new members in 3 years • Projected loss of € 76.000 for first 3 years • Financial guarantee required for set-up

21. Summary EUTO Budget 2013 – 2016 (currency: euro)

22. Management & financial constraints • Income from membership fees versus initial cost of set-up • Operational structure versus delivery of activities • Membership recruitment versus delivery status • Aspirations of overall strategy versus timeline of decision-making process • Timeline decision-making process versus urgency of implementation

23. Recommendations • Adopt new name: European Union of Tourism Organisations • Adopt new articles of association • Register in Belgium as ivzw.aisbl (international not-for-profit association) • Keep abbreviation EUTO • Keep internet address: www.euto.org • All business in one language: English

24. Procedures Before 31 December 2012: • Adoption of strategy document (29 September) • Proposals and agreement on financial model • Proposals and agreement on operational structure • Review and adoption Articles of Association • Draft of requirementswebsite re-development

25. Issues • Funding 2013-2015: feasibility of financial guarantees • Operational structure: own or shared • Membership local tourism organisations