A New Start for EUTO

Redruth, 29 September 2012Henk Schüller

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

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

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

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 activitiesand enables them to act with a collective voice.

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.”

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

New operational objectives

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

Knowledge Centre

Website Database Library Forum SIG’s Co-operation

Meeting Point

Council and Board SIG’s Events Expert meetings Exchange programme

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

Public Relations Instrument

Website Printed and online brochure Audiovisual Newsletter Press contacts External presentations Participation in international events Annual Report

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

Activities Indicator

Input by Board and General Assembly MembersRanking of top ten priorities in clusters:1. exchange of best practice/ knowledge

development/ share expertise2. networking*/ collaboration between

members/ international projects/ events3. contacts European Union*/ advise tourism

policy EU and governments/ co-operation international organisations*

* = priorities indicated by all respondents

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

Governance/ Executive Bodies

EUTO Council

Board

SIG SIG SIGSIG

SIG = Special Interest Group

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

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

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

Summary EUTO Budget 2013 – 2016 (currency: euro)

2013 2014 2015 2016

Incomemembership feesother income total

20.00015.00035.000

44.25016.00060.250

66.75022.00088.750

95.00028.000

123.000

Expenditureboard/managementstaffactivitiestotal

20.00030.00025.00075.000

25.00030.00030.00085.000

15.00050.00010.000

100.000

15.00060.00040.000

115.000

Loss/profitset-up contributions

- 40.00040.000

0

- 24.75024.750

0

- 11.25011.250

0

+ 8.000

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

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

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 requirements website re-development

Issues

Funding 2013-2015: feasibility of financial guarantees

Operational structure: own or shared Membership local tourism organisations