Natura 2000:
A gateway to Europe's best nature sites

Tourism in Europe – at a crossroads?

After almost half a century of sustained growth, Europe continues to be the world’s top tourist destination. In the last twenty years alone tourism demand has more than doubled. Its economic impact is equally impressive. According to 1998-2000 figures, 12% of Europe's Gross Domestic Product (GDP) is generated by tourism and tourism related activities and over 20 million jobs have been created in this sector, essentially within Small and Medium sized Enterprises (SMEs).

This sustained growth is predicted to continue well into the future. According to forecasts by the World Tourism Organisation (WTO), the number of tourists in Europe is expected to double in the next 25 years. By 2020, there will be more than 700 million cross-border tourist arrivals a year. In economic terms, this corresponds to an annual growth rate of 3% and an increase of 100,000 new jobs a year, as experienced in the past few years

A number of factors are contributing to this continued growth. The introduction of the Euro, the liberalisation of the transport sectors (airlines in particular) and further European integration mean that travel within Europe will be even easier than before. The development of new IT technologies will make it possible to reach additional tourism markets and to simplify holiday planning, especially amongst those interested in independent tailor-made holidays.

This does not mean, however, that it will just be a case of 'business as usual'. What these macro economic figures do not reveal is that there could be some quite significant changes within the tourism sector itself over the coming years in order to adapt to changing demands, new opportunities and increased competition. Already, the classic "sun and sand" tourism destinations in Europe are finding it increasingly difficult to hold onto their share of the market as new areas develop elsewhere in the world and become more affordable.

Alternative forms of tourism like nature watching are booming

'Alternative' forms of tourism, on the other hand, are booming. According to 1999 figures they are growing almost three times (8%) faster than the classic tourism market. Recent market surveys reveal that more and more people are interested not only in trying out new places but also in discovering different forms of tourism. They are also placing greater emphasis on quality products, more environmentally conscious forms of tourism and on shorter but more frequent trips.

One way to meet these new challenges and to capitalise on changing market preferences in Europe is to consider developing sustainable tourism based on rich natural and cultural heritage. With so many different landscapes, climates, cultural particularities and traditions, languages and natural environments, Europe offers an ideal platform for these more specialised and increasingly popular forms of tourism.

Almost a fifth of the European Union is included in the EU-wide Natura 2000 Network and offer a tremendous opportunity not only for developing nature based activities such as hiking and walking but also to conserve these rich natural assets for future generations to appreciate and enjoy as well.

However for this to happen it is essential that the tourism products are sustainable and do not damage the very thing that attracts people in the first place .

find out what make tourism activities sustainable