Tourism puts Jobs in the Countryside. WTTC calls for Action from Agriculture Ministers.

Lipman said "Despite current economic uncertainty, long term travel demand is expected to grow at twice the rate of GDP and much of this will be focussed away from traditional beach and city experiences. At the same time Travel & Tourism is emerging as one of the primary job creating service sectors. We are forecasting some 3.2 million new jobs in the EU by 2010 - more than 900,000 directly in the Travel & Tourism Industry and 2.3 million indirectly in related suppliers and servicers."

"What is needed," Lipman said "is a coherent strategy which ensures that this reality is taken into account when economic development strategies, agricultural budgets and support mechanisms are being put in place at national and European Union level."

Tommaso Zanzotto who co-chaired the Think Tank with Lipman stressed the need for action from both public/private sectors saying "Having identified the immense benefits and potential of Travel & Tourism we must now build partnerships to create rural areas which are vibrant and sustainable, economically, ecologically and socially. Travel and Tourism is one way of doing this but concerted action is needed now."

According to an expert Think Tank convened by WTTC

Rural economies around the world face a common challenge of economic regeneration and employment creation and can no longer rely on agriculture and other traditional sectors for prosperity.

Many rural areas are already seeing the benefits of tourism but that these could be substantially increased with closer collaboration between policy makers responsible for rural development, agriculture, tourism and environment: involvement of the private sector and local communities: as well as targeted funding.

Travel & Tourism is particularly well suited as an agent for rural development because it can:

Create lasting jobs rapidly across the economy with a strong flow through effect into agriculture, construction and other local activities.

Stem the migration of people from rural areas to the cities.

Offer good opportunities for young people and women and help alleviate rural poverty.

Provide a springboard for the unemployed to enter the labour market with training and career development opportunities.

Encourage small and medium enterprises rooted within the local community.

Stimulate local food production, crafts, community pride, heritage and nature conservation.

Help to sustain local services and facilities and enhance the quality of life.

But there was agreement from the experts that this capacity could not be taken for granted. If growth is to be realised governments need to put strategic plans in place, offer incentives and treat the sector seriously; banks also need to become more supportive, particularly facilitating micoloans; and development agencies need to factor Travel & Tourism into their support programmes.

Notes to Editors

The Think Tank results are on ECoNETT where a discussion forum has been created to provide an opportunity for comment and feedback. To add any comments, follow the links to the ECoNETT forum at www.wttc.org.

The Rural Tourism Think Tank took place on 18-20 September '98 at the Castello di Santa Maria Novella in Tuscany, Italy.

(*) Independent Experts who participated in the Think Tank:

Robert Davies, Chief Executive, Prince of Wales Business Leaders Forum, UK

Michael Dower, Secretary General, European Council of Villages and Small Towns, UK

Jonathan Edwards, Bournemouth University, UK

Mike Fabricius, Chief Director of Tourism, South Africa

Peter Keller, Chief of Tourism Service, Switzerland

Brendan Leahy, CEO Irish Tourist Industry Confederation, Ireland

Giles Merritt, Director, Forum Europe, Belgium

Luigi Rumi, Director, General Service Italia, Italy

Stephen Wheatcroft, Director, Aviation & Tourism International, UK

Hani Yamani, Chairman, Hani A Z Yamani Investments Ltd, Saudi Arabia

Peter Zimmer, Director, FUTOUR, Germany

Co-Chairmen:

Geoffrey Lipman, President, WTTC

Tommaso Zanzotto, President, TZ Associates, Italy