TRENDS AND SKILL NEEDS IN THE TOURISM SECTOR

1. TRENDS AND SKILL NEEDS IN THE TOURISM SECTOR International Workshop 29 - 30 April, 2004 Halle (Saale), Germany

2. Research on tourism trends in Serbia and the transfer into tourism education Jovan Popesku President, CenORT – Centre for Responsible and Sustainable Tourism Development Professor, Faculty of Tourism and Hotel Management Belgrade, Serbia

3. Republic of Serbia • Population: 9,779,000 (1991) • Total area: 88,361 km² • Capital: Belgrade 1,6 million inhabitants • Part of Central, SE and CE Europe • On the crossroads of Europe • Main activities: Industry and Agriculture, more than 55% of GDP • Tourism: 2,3% of GDP, 3% of total employees

4. Serbia - Tourism Figures 1980-2003

5. Serbia - Tourism Development 1989-2000 ■ Decrease of total tourism arrivals 47.9%, domestic 37.8%, foreign 82.4%, ■ Decrease of foreign currency income 93.6% ■ Fall of the share in total investments (from 2.3% to 0.5%), ■ Fall of the share in total foreign currency income from 5.8% to 1.7% ■ Average use of the total accommodation capacities 24.8%

6. Serbia - Tourism Figures • 1990 – 116.500 beds, 37.700 in hotels 2000 – 91700 beds, 35000 in hotels • In 2003 comparing to 1990 Serbia reached 37,2% of foreign tourism traffic ■ According to the market research (September 2003) only 15% of foreign visitors come to Serbia for leisure

7. SWOT Analysis – Serbia’s Tourism Product • Strengths –Diversity of the tourism product – Richness of cultural heritage – Unspoilt natural scenery – Strategic location on the cross-road of Europe and Asia – Hospitality of the people

8. SWOT Analysis – Serbia’s Tourism Product • Weaknesses – Lack of attraction development – Highly concentrated accommodation supply – Few professional operators – Lack of general as well as of special tourism infrastructure, especially in the underdeveloped areas

9. SWOT Analysis – Serbia’s Tourism Product • Opportunities – Existence of the tourism products already experienced at the international tourism market (Belgrade, Kopaonik, monasteries) – Rise of activity and special interest tourism – Emergence of environmentally-conscious tourism – Mixing unspoilt nature with highly developed activities/sports

10. SWOT Analysis – Serbia’s Tourism Product • Threats –lack of the appropriate national, regional and local structures dealing with development, management and promotion in the field of tourism – Uncontrolled tourism facility development – Lack of adequate infrastructure development to match tourism projections

11. SWOT Analysis – Serbia’s Tourism Marketing and Promotion • Strengths – Proximity to the highly promoted destinations in the region – Ease of packaging with other nearby destinations – Growing interest by international hotel brands

12. SWOT Analysis – Serbia’s Tourism Marketing and Promotion • Weaknesses – Negative image due to recent past (political turmoil, war) – Under-funded marketing efforts – Lack of an integrated national marketing and promotion plan

13. SWOT Analysis – Serbia’s Tourism Marketing and Promotion • Opportunities – Development of a distinctively positioned Serbian tourism brand – Joint marketing initiatives within region • Threats – Political positioning overshadowing tourism development – Lack of adequate tourism product and infrastructure development before product is ready

14. Product-group development • Serbia is non-traditional tourist destination: - Special interest tourism (ecotourism, rural tourism, natural and cultural heritage tourism-monasteries, adventurous tourism - mountain biking, diving, etc.) - City tours (Belgrade, Novi Sad, etc.) - Recreational Tourism (lakes, mountains, spas) - Pre- and Post- Commercial Tourism (business people – short or longer stay)

15. SWOT Analysis – Serbia’s Human Resources • Strengths – Naturally friendly/helpful people – Natural openness for foreigners and Western way of life • Weaknesses – Weak standard of service generally – Lack of adequate training facilities

16. SWOT Analysis – Serbia’s Human Resources • Opportunities – Strengthen the local knowledge and pride in national heritage through integration of tourism into higher education – Continue to develop craft and management skills among Serbian, working with international tourism companies to ensure best international standards • Threats – Discouraging image of tourism sector in Serbia – ‘Brain drain’ of skilled employees abroad

17. Tourism education • Education with tradition in Serbia • Network of secondary schools (4), colleges (3) and faculties or departments (5) • Lack of appropriate professional work during education (colleges and faculties)

18. Service quality • Training and education - crucial to achieve the desirable service qualityimprove knowledge and skills of the employed in the tourism industry • Training should be in accordance with the expected trends in tourism • Special target groups: employees laid off during the process of privatization, current employees in traditional tourism, employees in the areas which can expect a rapid growth, entrepreneurs, newcomers and first-time job seekers

19. Tourism quality seminars • To support tourism development and its competitiveness • To be planned and supported by Government • For 2004 – NTOS planned seminars for managers and employees of tourist boards on use of IT, study tours – management of tourist destinations • Training is particularly important for different types of special interest tourism • Lack of specialized trainers for tourism

20. Training – main goals • Main goals to be achieved by training as seen by European Union - attracting skilled labor to the sector, retaining and developing skilled labor in the sector; supporting enterprises at regional and local level for improving competitiveness, which should be achieved through: • Permanent observatory on learning, employment and labor environment in the tourism sector • 'Handbook for learning areas in the tourism industry'– practical guide for action

21. Role of the CenORT • Research, development and promotion of tourism that supports responsible and sustainable use of resources, nature and environmental protection and the protection of cultural heritage and landscapes • Creation of a partnership network in order to contribute to the creation of rural and ecotourism products, to its promotion and sale

22. Role of the CenORT • Education of stakeholders in rural and ecotourism • Projects to develop supply, accommodation, attractions and activities, especially in rural tourism and ecotourism • Member of European organizations: ECEAT and EuroGites