COMMISSION OF THE EUROPEAN COMVIUNITIES 
C0M(91) 95 final 
Brussels,21 March 1991 
REPORT BY THE COMMISSION 
TO THE COUNCIL 
AND THE EUROPEAN PARLIAMENT 
ON THE EUROPEAN YEAR OF TOURISM 
1 
SUMMARY OF REPORT 
1 - INTRODUCTION 
In its resolution on the "facilitation, promotion and funding of tourism" of 
22 January 1988, the European Parliament drew attention to the overall 
importance of tourism to the European economy and to the need for more 
active Community involvement. In point 7 of this resolution, the European 
Parliament proposed that 1990 be designated "European Year of the 
Traveller". 
This suggestion was taken up by the Commission which presented it to the 
Council. On 21 December 1988, the Council decided inter aha to declare 
1990 "European Year of Tourism" and to set up a Steering Committee. 
The EFTA countries were invited to participate in EYT. 
The ministers subsequently defined the following objectives: 
to prepare for the establishment of a large area without frontiers, 
turning the integrating role of tourism to account in the creation of a 
people s Europe. 
to stress the economic and social importance of the tourism sector, 
inter alia in regional policy and job creation. 
To this end, the Council decided to launch or support co-ordinated actions 
of the Community, the Member States and private organisations from the 
tourism sector which aim to: 
promote greater knowledge among the citizens of the Member 
States, particularly young people, of the cultures and life-styles of 
the other Member States; 
promote a better distribution of tourism over time and location 
while respecting the quality of the environment, particularly by 
encouraging the staggering of holidays and the development of 
alternatives to mass tourism, and of new destinations and new forms 
of tourism; 
promote intra-Community tourism, particularly by facilitating the 
movement of travellers and tourism from third countries to Europe. 
II 
2 - ORGANISATION AND BUDGET 
To organise and co-ordinate the Year, a Management Unit, comprising 
national experts from the Member States and consultants was formed 
within the Tourism Unit of Directorate General XXIII of the Commission. 
A network of EYT correspondents working part-time in the European 
Commission offices of 11 Member States assisted the Management Unit in 
this task. The management of the Year was undertaken on the one hand, 
by the National Committees and on the other hand by the Steering 
Committee, composed of those in charge of the National Committees in 
each of the 18 participating countries and European organisations 
representing the tourism sector. 
The Council decision identified three types of actions: 
actions without financial implications for the Community budget: 
logo promotion, price reductions in transport and accommodation 
during the low season. 
actions co-financed by the Community budget: co-financing of 
national and pan-European pilot projects aimed at promoting off­
season tourism, youth tourism, rural tourism, cultural, social and 
other forms of tourism. The Commission approved 269 projects out 
of more than 600 received, representing a sum of 3,599 870 ECU. 
actions financed solely by the Community budget: competitions, 
information and public relations campaigns, administrative expenses 
and promotional material bearing the EYT logo, official ceremonies 
and the "Eurotourism" bulletin. 
3 - PROMOTION OF THE YEAR 
Promotion of the Year formed a fundamental part of EYT. These 
promotional activities included: the distribution of promotional material, 
public relations and contacts with the press, sponsorship, competitions, 
thematic monthly activities, tourism trade fairs and the EYT Grand 
Balloon Tour. 
At the beginning of the Year, large quantities of promotional material with 
the EYT logo were distributed in the 13 languages of the 18 participating 
countries. 
Press and media activities consisted of supplying the European tourism 
press and journalists accredited to the EC with press releases on the main 
activities of the Year as well as the "Eurotourism" information bulletin, 
prepared by the Management Unit. 
In the field of sponsorship, the American Express organisation lent its 
support on three levels: research, publicity and conferences. 
Ten European competitions were organised by the National Committees to 
award: the best poster, the best essay, the best research project, the best 
kept village, the tidiest town, the best photo, the best facilities for disabled 
people, the best wine, the best meal and the best initiative for senior 
citizens. These competitions helped to stimulate European cooperation by 
including the 18 participating countries and, in particular, young people. 
Ill 
Thematic monthly activities were also organised in each participating 
country, with the objective of highlighting a specific outdoor activity such 
as horseriding, fishing, cycling and rural tourism. 
A programme of participation at tourism trade fairs was established in 
order to provide an information service for the Year and to build up 
contacts with the tourism professionals. Consequently an EYT stand was 
present at 15 tourism trade fairs. 
Finally, the Commission organised a spectacular EYT Balloon Grand Tour 
with two hot air balloons bearing the EYT logo and colours attending more 
than 30 different events. The tour, which lasted 4 months and covered the 
18 participating countries, was carried out in order to promote the Year to 
the media, the general public and VIPs. 
4. PRIORITY ACTIVITIES AND DEVELOPMENT OF 
ALTERNATIVE FORMS OF TOURISM 
The Council decision highlighted the need for the Member States and 
private organisations to undertake coordinated actions in order to 
encourage a greater awareness by the citizens of the Member States, and 
especially young people, of the cultures and life-styles of other Member 
States. It also emphasised the need to promote the development of 
alternative forms of tourism and intra-Community tourism, as well as 
tourism from third countries. 
These areas were largely encouraged through the co-financing projects 
which formed the basis of the Year and which were grouped according to 
the following themes: social tourism, youth tourism, cultural tourism, rural 
tourism and tourism and the environment. Where possible, the analysis of 
these projects and initiatives helped to differentiate between promotional 
actions, pilot actions and actions with more long-term repercussions. 
In the field of youth tourism, the 40 projects selected demonstrate the 
interest generated by this sector of the population, which is more oriented 
towards increasing their knowledge of the different cultures and life-styles 
in Europe and towards activity holidays. The Euro train project was the 
most successful youth exchange programme during the Year. A train, 
bringing together more than 100 students from 27 countries, travelled 
through 10 Eastern and Western European cities. 
Cultural tourism has also been the object of great activity, notably in the 
development and promotion of European cultural itineraries such as the 
Route of St. Jacques of Compostella and the Baroque or Celtic routes in 
Europe. 
Social Tourism attracted limited interest, due partly to a problem of 
definition. However, some interesting initiatives were carried out to help 
single-parent families, disabled persons and senior citizens. The conference 
"Tourism for All in Europe" constituted a first step towards European 
cooperation to improve accessibility to tourism facilities for disabled 
persons. 
In the field of Rural Tourism, great activity by the organisations in 
charge of its development was observed during the course of the Year at 
the level of national and pan-European projects, as well as organised 
conferences. The operators in this sector showed willingness to improve 
IV 
their professionalism and to give a new dimension to rural tourism in 
Europe. 
The consideration of environmental issues in the development of 
tourism has constituted an important part of the Year. Numerous pilot 
projects have contributed to the development and promotion of "soft" and 
ecologically-friendly forms of tourism, and increased awareness of the 
necessity for the preservation of the environment in the development of 
tourism infrastructure and services. Information networks were supported 
in order to facilitate the exchange of experience in this field, which is fast 
becoming a priority for many of the Member States. 
5 - EC AND EFTA CO-OPERATION DURING EYT 
During EYT the EFTA countries co-operated with the 12 Community 
countries. This co-operation proved to be extremely fruitful and its 
continuation is envisaged within the framework of negotiations to be held 
soon. 
6 - CONCLUSIONS 
The European Year of Tourism has been, without doubt, a year of 
numerous and varied initiatives. 
Certain difficulties were encountered at the time the Year was launched, 
due to too short a preparation period, insufficient staff taking up their posts 
too late, and a limited budget. The numerous activities which took place in 
perhaps too diverse areas of activity meant that it was difficult to exercise 
control over the smooth operation of all of them and to ensure their 
promotion to the general public. The Year was promoted unequally in the 
participating countries due to the sometimes limited human resources of 
the National Committees. 
Despite these set-backs in the organisation of the Year, as far as its 
content and consequences are concerned, it has undeniably provoked the 
interest and mobilisation of institutional as well as private partners in the 
field of tourism. Indeed, the Year mirrored the whole tourism sector in its 
diversity and complexity, and the Commission was able to carry out an 
enormous variety of activities using as a basis concrete projects, especially 
those favouring the development ofnew alternative forms to mass tourism. 
Furthermore, the Year allowed the Commission and operators to establish 
and maintain a large number of contacts with professionals in the field of 
tourism, not only in the European Community and EFTA countries but also 
with Central and Eastern European countries, which will provide an 
excellent basis for new cooperation which is indispensable for the progress 
of future action-in the field of tourism. 
^ 
REPORT BY THE COMMISSION 
TO THE COUNCIL 
AND THE EUROPEAN PARLIAMENT 
ON THE EUROPEAN YEAR OF TOURISM 
March 1991 
AKNOWLEDGMENTS 
The Commission of the European Communities would like to thank all 
persons far and wide who have made a contribution to the European Year 
of Tourism. We would also like to extend our particular thanks to the 
National Committees and to the EYT Correspondents who have 
contributed towards this final report. 
CONTENTS 
PRELIMINARY REMARKS 
1. INTRODUCTION 
1.1 Origins 
1.2 Objectives 
2. ORGANISATION AND BUDGET 
2.1 Organisation 
2.2 Budget 
2.2.1 Actions without financial implications for the 
Community budget 
2.2.2 Actions co-financed by the Community budget 
2.2.3 Actions financed solely by the Community budget 
3. PROMOTION OF THE YEAR 
3.1 Use of the EYT logo 
3.2 Promotional material 
3.3 Press and public relations 
3.4 Sponsorship 
3.5 Competitions 
3.6 Monthly activities 
3.7 Fairs 
3.7.1 Stands 
3.7.2 Additional activities 
3.7.3 Press contacts 
3.7.4 Conferences at fairs and shows 
3.7.5 Evaluation 
3.7.6 European perspectives 
3.8 The EYT Grand Balloon Tour 
4. PRIORITY ACTIVITIES AND DEVELOPMENT OF 
ALTERNATIVE FORMS OF TOURISM 
4.1 Social Tourism 
4.1.1 Projects 
4.1.2 Competitions 
4.1.3 Conclusions and recommendations 
4.2 Youth Tourism 
4.2.1 Projects 
4.2.2 Conclusion 
4.3 Cultural Tourism 
4.3.1 The role of cultural tourism 
4.3.2 Short-term projects 
4.3.3 Conferences 
4.3.4 European cultural itineraries and heritage routes 
4.3.5 Conclusion 
4.4 Rural Tourism 
4.4.1 Promotion 
4.4.2 Pilot actions 
4.4.3 Long-term actions 
4.4.4 Conclusion 
4.5 Tourism and the Environment 
4.5.1 The Environmental aims of EYT 
4.5.2 Classification 
4.5.3 EYTprojects 
4.5.4 Short-term actions 
4.5.5 Pilot actions 
4.5.6 Conferences and seminars 
4.5.7 Conclusion 
5. EC AND EFTA COOPERATION DURING EYT 
6. CONCLUSIONS 
PRELIMINARY REMARKS 
The designation of 1990 as the European Year of Tourism1 was made by 
the Council in response to a suggestion of the European Parliament, 
supported by the Commission. A number of interim reports have been 
presented to the Council and the members of the European Parliament 
during the course of the Year. 
In accordance with Article 7 of the decision 46/89/EEC, coinciding with the 
end of EYT the Commission presents the current report on the majority of 
activities undertaken, which is sufficiently representative to formulate an 
evaluation of the Year. 
After a brief reminder of the origins of the European Year of Tourism and 
its objectives, the reader will find a description of the organizational 
structures set up to manage EYT as well as information on the budgetary 
resources put at the Commission's disposal for this purpose. 
The bulk of the report, however, is devoted to the activities which have 
taken place during the Year. Obviously, not all activities could be included 
in the report and a choice therefore had to be make to select the projects 
which are most representative of the global picture. 
In presenting these activities, the Commission has striven to comply with 
the Council Decision and to distinguish as far as possible between one-off 
actions, pilot actions and actions with longer-term repercussions. 
The Commission is continuing to monitor the initiatives launched during 
the EYT, to remain in contact with the bodies which have taken part in the 
Year. 
EYT 
1. INTRODUCTION 
1.1. Origins 
On 22 January 1988 the European Parliament adopted a Resolution on the 
"facilitation, promotion and funding of tourism". 
In this Resolution, Parliament put forward a series of specific proposals and 
drew attention to the overall importance of tourism to tne European 
economy and to the need for a more active Community involvement. In 
Point 7 of its Resolution, Parliament proposed that 1990 be designated 
"European Year of the Traveller". 
This suggestion was taken up by the Commission, which, at the end of 
1988, presented it to the Council in the form of a formal proposal for a 
Decision. However , the name was slightly amended to "European Year of 
Tourism" in order to make it clear that it was not solely directed at the 
individual traveller, but to an entire sector vital to Europe, and to fully 
involve those employed in that sector. Following positive opinions from 
Parliament and the Economic and Social Committee, the Council decided 
on 21 December 1988: 
"to declare 1990 "European Year of Tourism" 
to allocate a specific budget of 5 MECUs to fund the Year, and 
to set up a Steering Committee". 
In addition it was subsequently agreed to invite the EFTA countries to 
participate fully in the European Year of Tourism. The Council of Europe 
also supported EYT. 
It should be noted that the timing of the Council Decision thus left the 
Commission with only twelve months to prepare the Year, which was 
extremely short. 
1.2 Objectives 
The action programme adopted on 14 December 1988 stressed the 
integrating role of tourism to prepare for the establishment of the Single 
Market by the end of 1992 and for the creation of a genuine People's 
Europe. 
The Council Decision was based on a number of considerations: 
(a) Intra-European tourism enables people, and in particular youth, to 
increase their knowledge of the cultures and life-styles of Member 
States of the Community, and consequently to become more aware 
of European realities. 
Ob) Tourism represents an economic sector of major importance for the 
Community and its Member States: it accounts for some 5.5% of the 
Community's GDP, 8% of final private consumption and 4.5% of total 
foreign exchange receipts and payments. The industry employs 7.5 
million Europeans, a number which is increasing, or 6% of total 
employment. 
(c) Tourism suffers from an over-concentration in the high season, with 
congestion of transport and accommodation services, under-
utilization of capital and human resources in the low season and the 
risk of deterioration of the natural environment. It is therefore 
important to promote a better utilization of the tourism 
infrastructure and equipment. 
(d) European tourism has lost market share: in relative terms it has lost 
10% of the world market in ten years. It is therefore time to examine 
the future of this sector ana to consider alternatives to mass 
tourism. 
The Ministers therefore defined the major objectives of the Year as follows: 
(a) to prepare for the establishment of the large area without frontiers, 
turning the integrating role of tourism to account in the creation of a 
people s Europe. 
(b) to stress the economic and social importance of the tourism sector, 
inter alia in regional policy and job creation. 
To this end, the Council decided to launch or support coordinated actions of 
the Community, the Member States and private organisations involved in 
tourism. These actions should in particular aim to: 
to promote greater knowledge among the citizens of the Member 
States, particularly young people, of the cultures and life styles of 
the other Member States, 
promote a better distribution of tourism over time and location 
while respecting the quality of the environment, particularly by 
encouraging the staggering of holidays and the development of 
alternatives to mass tourism, and of new destinations and new forms 
of tourism. 
promote intra-Community tourism, particularly by facilitating the 
movement of travellers and tourism from third countries to Europe, 
and 
8 
2. ORGANISATION AND BUDGET 
2.1 Organisation 
Conscious of the importance and organisational complexity of the European 
Year of Tourism, the European Commission formed a special Management 
Unit to organise the activities and co-ordination of the Year. This Unit, 
based within the Tourism Division of DG XXIII, was comprised of officials 
of the Commission, experts seconded from the National Tourist Offices of 
seven Member States and two EFTA countries, and executives from Euro 
Conseil, the management consultancy contracted by the Commission to 
support the activities of EYT. The experts seconded from National Tourist 
Offices were assigned to their tasks according to their arrival dates, the last 
of them in the early months of 1990. 
From February 1990, the Management Unit was supported by a network of 
correspondents comprising individuals who were hired to work part-time in 
the European Commission offices in 11 Member States (excepting 
Luxembourg). These correspondents generally participated in EYT national 
committee meetings, promoted the pan-European objectives of EYT in 
their countries, assisted in the promotion of national events, organised 
press conferences and national publicity and responded to the numerous 
enquiries for information and promotional material directed to the EC 
offices. 
Had the network of correspondents and national experts been operational 
during 1989, one year before the launch of EYT, this would most certainly 
have increased the impact of the Year in the Member States and facilitated 
the organisation of the events and their results. 
The EYT was managed by: 
STEERING COMMITTEE 
composed of the executives of the national committees of all 18 
countries participating in EYT, i.e. Member States and EFTA 
countries, and European tourism organisations representing all 
aspects of the tourism industry. The Management Unit reported to 
and consulted with the Steering Committee, which met twice in 
1989 and four times in 1990. Meetings continue in 1991. 
NATIONAL COMMITTEES 
In each country, national committees were formed to represent the 
national government, tourism industry and promotional bodies as 
appropriate. 
These committees met on a regular basis to discuss and decide how 
EYT would be promoted in each country, to assess national projects 
and recommend their financing to the Management Unit; to propose, 
with the national committees of other countries, pan-European 
projects which were forwarded to the Management Unit for 
assessment; to publicise and co-ordinate the organisation of EYT 
competitions and events on a national level, and to promote EYT in 
their countries. 
2.2 Budget 
A sum of ECU 4,600,000 was allocated to finance EYT. To this must be 
added the budgetary contribution of ECU 566,374 from the EFTA 
countries, as well as ECU 594,086 from the budget Une "Tourism" (B 5870). 
Besides this, in 1989 part of the budget line "Tourism" was spent in order to 
ensure the preparation of the year. The total budget allocated to EYT for 
1989 and 1990 was thus increased to ECU 8,142,457 and the expenditure to 
ECU 8,050,735 (see table in annex). It is clear that with such a budget the 
Council could not possibly have aimed at a Community-wide popular 
impact. Public relations'experts suggest that to achieve a valuable impact, a 
new campaign should be allocated a budget of between 4-5 ECU per head of 
the target population. Although it may be debatable which target 
population was aimed at by the Council Decision, this gives an indication of 
the budgetary limitations. 
The Council Decision identified three kinds of actions within the Year of 
Tourism: 
actions which would not have financial implications for the 
Community budget; 
actions to be co-financed by the Community budget; 
actions which would be financed solely by the Community budget. 
2.2.1 Actions without financial implications for the Community budget 
These actions concerned the promotion of the EYT logo in the 18 
participating countries as well as by tourism agencies, hotels, airlines, car 
hire and railway companies, etc. The logo was widely used on national 
brochures, tour operators* programmes, posters, etc. across Europe and in 
the USA and Japan. Further information on the logo is dealt with in 
Chapter 3.2 under "Promotional Material". 
The Council Decision suggested that the mass media could also be used in 
this context. This latter area is covered in Chapter 3.3 uner the heading 
"Press and Public Relations". 
The Council Decision also called for actions to be undertaken by the 
industry through price reductions in transport and accommodation during 
the low season of EYT. The only achievement in this area, due to the delays 
in preparation and too short run-in time, was the Euro Domino Rail Pass. 
This was a train pass which gave reduced priced tickets on European rail 
networks. It was well publicised and successful in some countries and less 
so in others: many railway companies who already have a complexity of 
reduced rates were reluctant to promote yet another "special ticket". 
Strenuous efforts were made by the Management Unit to introduce a 
special Air Pass for EYT. Aimed at travellers to Europe from third 
countries it caused problems of competition both within the industry and 
with regard to EC policy. Regrettably, the idea therefore had to be 
10 
abandoned. Problems of competition in price reductions also affected other 
areas of the industry. These could probably have been overcome had there 
been a longer lead time. 
2.2.2 Actions co-financed by the Community budget 
These actions represent the most significant budgetary expenses during 
EYT. 
In the Council decision of 21 December 1988 a budget of 2.5 MECU was 
earmarked for the co-financing of pilot actions by public and private 
organisations to promote off season tourism, cultural, rural, social, youth 
tourism, and other forms of tourism. 
In July 1989 the Steering Committee agreed that 20% of the 2.5 MECU 
(500.000 ECU) be set aside for co-financing pan-European projects (i.e. 
projects organised by two or more countries or by a pan-European or 
international organisation) and that the remainder be divided amongst the 
Member States in agreed quotas (i.e. the total amount each country could 
expect to receive if it submitted a sufficient number of eligible projects). 
Three deadlines for the submission of projects were fixed for 1 October 
1989,1 February and 1 May 1990. In fact the 1 May deadline was agreed in 
the Steering Committee in March 1990 in response to several requests at 
the meeting to allow an extension to the deadline in order to organise 
projects with East European countries. An additional sum was allocated to 
the financing of certain pan-European projects so that the total for the 
projects reached the sum of ECU 3,599,870. 
National projects first had to be submitted to the respective national 
committee. Those which received national approval were then submitted to 
the Commission for evaluation. In most cases the Commission followed the 
guidelines of the national committees and approved the projects which had 
een submitted by them. 
Pan European projects were submitted to the Commission directly by the 
bodies responsible for their organisation. A project evaluation team was set 
up in DG XXIII to assess the projects according to a number of criteria 
which reflected the aims of the Council decision. These included: 
pan-European character of the project - the scope of the project and 
its likely impact, number of countries involved etc.; 
contribution to the Single Market - to what extent the project would 
fulfil the aims of the single market in the field of tourism; 
offseason employment - whether the project would provide jobs 
during the low season or extend the length of temporary high season 
employment; 
new destination - whether the project contributed to the 
development of a new product, new market or new destination with 
the objective of combating the problems of mass tourism; 
innovative character - to what extent the project was innovative, a 
new product or a pilot action; 
11 
exemplary character - whether the project set a good example for 
other potential actions in other regions of Europe; 
environmental consideration - whether the project was 
"environment-friendly" ie. sensitive to the natural, social and 
architectural environment; 
additionalitv - to what extent the project depended on EYT support 
or whether it could go ahead without EYT financing. 
Other factors were also taken into consideration, such as the general 
interest of the project and whether it was a "one-off' action or a long term 
action. Each project was assessed on its own merits and funding allocated 
on the basis of the overall way in which it fulfilled the above criteria and 
contributed to the objectives of EYT. The pan European projects were 
finally approved by written procedure, mcluding a descriptive fiche of each 
project, between the Commission and the Steering Committee. 
Each project could receive a maximum of 40% of its total cost from EYT, 
according to the Council decision of 21.12.88. In many cases a subsidy of less 
than 40% was allocated, partly because of the scale of some of the projects 
and also to enable the Commission to finance as many projects as possible 
and thereby to promote the Year as widely as possible and generate a large 
amount of mterest. 
There was an overwhelming response from national and pan European 
organisations in presenting project proposals for EYT. Well over 600 
proposals were received of which around 250 were pan-European and over 
350 national. The Commission approved a total of 269 projects for a total 
sum of 3.599.870 ECU - 85 pan European and 184 national. These covered a 
wide range of subjects from environment to cultural trails, youth tourism 
to heritage and involved the production of brochures, maps and guidebooks, 
the organisation of seminars, sports events, setting up of partnership 
operations between regions and countries and a host of other innovative 
and exciting projects involving the whole of Europe. 
The following breakdown shows the broad percentage of the total budget 
allocated to national and pan-European projects. In many cases projects 
could be classified under more than one heading, but for the purposes of 
this summary seven general categories have been chosen. 
Table I 
National Projects - Breakdown 12 
No. of 
Projects % of all 
National 
Projects Total 
Funding 
(ECU) % of all 
National 
Projects 
Cultural 47 25.5% 598.479 30.1% 
Social 8 4.3% 72.187 3.6% 
Rural 15 8.2% 108.552 5.5% 
Youth 34 18.5% 461.337 23.2% 
Environment 4.9% 96.066 4.8% 
Single Market/ 
Peoples' Europe 10 5.4% 75.095 3.8% 
Promotion/Media 61 33.2% 577.784 29.0% 
TOTAL 184 100.0% 1.989.500 100.0% 
13 
Table II 
Pan-European - Breakdown 
No. of % of all Total % of all 
Projects European Funding European 
Projects (ECU) Projects 
ÛÉtural 18 21.2% 246.000 15.3% 
Sftial 8.2% 172.000 10.7% 
Ittal 5.9% 89.620 5.6% 
%ftth 10 11.8% 382.000 23.7% 
%rironment 15 17.6% 193.000 12.0% 
Je Market/ 
Atopies' Europe 7.1% 117.750 7.3% 
otion/Media 24 28.2% 410.000 25.4% 
85 100.0% 1.610.370 100.0% 
14 
The evaluation of projects proved to be a difficult task, not least because of 
the wide variations in presentation, quality and scale of the projects 
concerned. Some projects were clearly presented and demonstrated careful 
planning. Others were not so clear which made proper assessment difficult. 
The lack of preparation time for the Year in general was certainly a 
contributory factor to the difficulties experienced in the projects field. 
One of the main problems, once projects had been selected for financial 
support, was the procedure required in order for project organisers to 
receive their money. In many cases this was extremely slow. It was further 
complicated by the fact that some national committees changed their 
allocations several times before a final decision was made. Although there 
were delays in the preparation of contracts it must also be stated that in 
many cases project organizers were also late in sending back contracts and 
the necessary documentation required to effect payment, which also 
further delayed the procedures. It must be concluded that the payment 
procedures used by the Commission were not properly geared to supporting 
a large number of relatively small-scale projects which depended on 
Commission finance for their viability. With a longer preparation phase and 
greater staff resources at the earlier stages some of these problems could 
have been overcome. 
2.2.3 Actions financed solely by the Community budget 
The Council Decision identified three areas which should be financed solely 
by the Community Budget: 
a) Competitions and prizes 
b) Information and Publicity campaigns 
c) Administration Expenses and Year logo 
a) A budget was allocated for competitions which covered prizes at 
national and pan-European level and travel and accommodation for 
judges and organizers of the pan-European finals. Competitions are 
dealt with in Chapter 3. 
b) The budget for the public relations' programme was used to produce 
a quarterly newsletter which had a final print run of 20,000 and was 
widely distributed; for the sponsorship of international TV events; 
the organisation of the EYT Balloon Grand Tour; for specific 
Eublicity-generating events such as the launch ceremony in 
trasbourg in December 1989, the inauguration of EYT in Dublin in 
January 1990 and the conference on tourism in Eastern and Western 
Europe in Assisi in December 1990. 
Specific activities for 1991 have also been identified, for example a 
conference at ITB Berlin and the closing ceremony of EYT in 
Luxembourg. 
The Public Relations programme is evaluated in Chapter 3.3 
15 
c) Administration and logo. As was suggested by the Council Decision, 
temporary staff were engaged to promote EYT. A logo was 
commissioned and flags, stickers, brochures, posters and other 
promotional material prepared and widely distributed in the 18 
participating countries and in the USA. 
Some problems were experienced in the distribution of the 
promotional material. Most of these were caused by customs, 
insufficient information regarding delivery addresses, and great 
delay in some cases in sending in requests for supplies. The majority 
were finally overcome. The Commission acknowledges that there 
were certain re-ordering supplies of promotional material. When it 
was realised that an extra supply was needed, an inordinate amount 
of time was required to get an extension of the budget. As a result 
some supplementary requests were inadequately fulfilled and often 
some time later than anticipated. 
16 
3. PROMOTION OF THE YEAR 
This chapter reviews all the promotional activities which highlight the 
"raison d être" of EYT: to draw attention to tourism, its growth, and the 
need to give tourism a higher profile at the local, national and pan-
European level. Monthly activities and competitions are also included as 
examples of concrete ways in which the scope of tourism can be extended. 
3.1 Use of the EYT logo 
The use of the logo as a European tourism label met with considerable 
success. 
The EYT logo, distributed in 13 languages, was presented in colour slide 
and paper (bromide) form. A video clip with musical accompaniment was 
also produced. 
In 1990, it was printed on many tourist publications and brochures in the 
18 participating countries, and hence published in thousands of copies. 
This use persuaded the Commission to retain the EYT logo as the logo for 
European tourism. Application to register the logo has accordingly been 
made to prevent abusive or unwarranted use. 
The use of the logo on a wide scale contributed substantially to public 
awareness of European Tourism Year. 
3.2 Promotional material 
Since the start of the year, the following material has been produced: 
flags (2 x 3 m and 2 x 1.5 m) with EYT logo; 
stickers (0.5 x 0.5 m) with EYT logo; 
posters (0.70 x 1.00 m) with EYT logo; 
leaflets with EYT logo. 
This material, printed in 13 languages, was largely distributed through the 
offices of the 18 national committees, each of which received a quantity in 
their national language(s) for distribution throughout the country, plus a 
certain quantity in requested foreign languages. 
Altogether, more than 
2 000 000 leaflets, 
2 250 000 stickers, 
3 500 flags, 
15 000 press brochures and 
5 000 posters 
were printed. This material was widely distributed not only to the national 
committees, but also at tourism fairs in Europe, during various public 
17 
events such as the EYT Balloon Grand Tour sporting and cultural events, 
and in the course of pan-European and national projects. 
The Commission also produced: 
1,000,000 biodegradable plastic bags with EYT logo, 
15,000 T-shirts with EYT logo, 
1,200 watches with EYT logo and 
15,000 luggage labels with EYT Logo and European flag. 
Apart from the plastic bags, which were widely distributed, as was the 
above material, these items were used for specific operations so as to 
produce a greater impact. An additional range of promotional material was 
also produced by the national committees. This included the printing of 
special EYT stamps in Ireland, Iceland and in Greece, the printing of 
postcards in France and Spain, the production of badges in the Netherlands 
and the printing of T-shirts in Ireland. 
3.3 Press and public relations 
In order to inform the media and the general pubhc about EYT and the 
activities during the Year, two members of the Management Unit were 
given special responsibihty for press and pubhc relations. In addition, one of 
the main functions of the correspondents for EYT in the Member States 
was to satisfy requests for information. 
The first tasks of the "Media Team" were to establish contacts with the 
National Committees and to compile a mailing list of journalists specialised 
in tourism. 
Every National Committee was asked to name a "Media coordinator", 
through whom information from the Management Unit could be 
channelled to national media, and who could also provide the Commission 
with news about EYT in their respective countries for further 
dissemination. In the main, this network failed to materialise, probably 
because national committees did not have sufficient or relatively qualified 
personnel. As a result, publicity for EYT, as far as the Management Unit is 
aware, was good in some countries and less so in others. 
The mailing list initially comprised the most important trade publications 
in Europe and some third countries. It was constantly revised to include 
journalists and other parties who showed an interest in EYT, and finally 
comprised about 700 names. Through close contact and collaboration witn 
the Commission's central Spokesman's Group it was also possible to reach 
about 400 journalists accredited with the EC institutions. 
The main work of the Media Team was in the fulfilment of the numerous 
information requests from journalists, associations and the general pubhc. 
In addition, 22 press releases were distributed via the above-mentioned 
channels and a special newsletter - "Eurotourism 1990" - was designed. This 
publication proved popular; the print run had to be increased from the 
initial 5,000 for the first issue to a peak of 20,000. The possibility of 
continuing this publication is under review. 
Although the press coverage of EYT - as far as the Management Unit is 
aware - was consistent throughout the Year, with peaks after well-
publicised events such as the inauguration ceremony, the Eurotrain project 
18 
or the balloon tour, the impact on the public at large has been less than 
satisfactory. This was due to insufficient time for preparation and a limited 
budget within the Management Unit which forced the Media team to be 
reactive rather than proactive. 
The network of EYT correspondents in the EC offices greatly assisted the 
work. Nevertheless, greater contacts with the Media Team would have 
Ï>robably improved circulation of information. It was noticeable that in the 
ast quarter of 1990, following the second meeting of the correspondents in 
Brussels, better co-ordination between countries was achieved. 
It is also important to stress that the Commission cannot react with the 
speed required for media work. Press releases, translation, and 
photographs should have been issued across Europe within 24 hours of 
events, which proved to be impossible. A good example of effective pubhcity 
for EYT was Holland where a Pubhc Relations agency, with all the 
necessary professional back-up, was appointed. Information and 
photographs were distributed in a constant stream to the media and to the 
Management Unit, and a fully co-ordinated programme effected. 
Despite these criticisms, extensive books of cuttings on EYT events have 
been gathered. Some countries and some projects compiled their own 
books, others forwarded cuttings to the Management Unit for compilation, 
where all are available for review. A selection of the most important 
articles will be compiled in April. 
Radio and TV also reported on EYT, including a number of interviews given 
by the Commissioner or civil servants, and many more by national 
personalities. 
In addition a number of special activities were either organised by the 
Management Unit's Media Team itself or used as a platform to generate 
pubhcity for EYT across Europe and further afield. 
Launch and inauguration of EYT 
In December 1989, the European Year of Tourism was launched in 
Strasbourg by Commissioner Cardoso e Cunha in the presence of the 
Ministers of Tourism from the 18 participating countries. In January 
1990, an inauguration ceremony was held in Dublin. Both these 
ceremonies were attended by journalists from all over Europe as well 
as from the United States and widespread publicity was gained to 
launch the Year. 
Assisi Seminar 
In December 1990, a Seminar in Assisi was organised by the Italian 
Presidency to mark the results of the Year so far, and to evaluate the 
role of tourism in the " greater Europe" after the recent 
developments in Eastern Europe. The press was present at this 
event. 
Eurovision Song Contest 
EYT achieved a high profile in the 1990 Eurovision Song Contest, 
broadcast on 5 May to a world-wide audience of up to 1 billion 
viewers including all European countries, Japan, Australia and 
several American States. This annual European gala proved to be an 
19 
ideal opportunity to promote EYT. Each song was preceded by a 
video showing European tourist destinations and ending with the 
EYT logo. In addition, the objectives of EYT were explained by the 
commentator, against the backdrop of a giant Video-Wall showing 
the animated EYT logo. 
EYT Video kit 
A special "EYT Video Kit" was prepared at the beginning of the Year 
and distributed to numerous television stations in Europe and 
overseas. This kit contained the animated EYT logo, general pictures 
of Europe's tourist destinations and an interview with the 
Commissioner for Tourism Cardoso e Cunha. 
In co-operation with Bayerische Rundfunk, a German TV station, a 
programme on EYT is being prepared for transmission on that 
channel, and for promotional purposes by individual national 
committees. It will be translated and distributed through the 
CIRCOM network to stations across Europe. The plan is to 
encourage transmission on 31 March, the final day of EYT, or on 
Europe Day in May. 
"Europuzzle" 
A televised competition - "Europuzzle" - has been screened in several 
countries since September. Viewers are invited to identify famous 
European landmarks presented in a puzzle, while questions are 
asked about the locations shown. Prizes consist of 200 trips to 
European destinations and include the "Euro Domino Rail Pass", a 
special ticket designed for EYT by the Association of European 
Railways. The programmes, which are co-financed by EYT and carry 
its logo, will continue until August 1991. The first prizegiving 
ceremony will be televised in April 1991. 
"Duo de l'Eté" 
This was a similar televised competition which was transmitted over 
the summer months on RTL - Luxembourg/Belgium/East of France 
- to an audience of some 40 million. The EYT logo was shown at the 
beginning and end of each broadcast. 
CIRCOM Regional 
CIRCOM, (Coopérative Internationale de Recherche et d'Action en 
Matière de Communication) is an organisation representing virtually 
all European TV regional stations (approx 250). In June, EYT was 
represented at the annual CIRCOM TV Conference where several 
European co-production proposals on tourism were discussed. During 
the Conference the annual CIRCOM Award Ceremony honouring 
the best regional TV production was broadcast, hve or relayed, to 22 
European countries. During the broadcast the EYT logo was 
omnipresent and the importance of the EYT and the mass media in 
bringing Europeans closer together was emphasised. 
CIRCOM has started production on a series of programmes on 
European tourism. About 20 different programmes will be produced 
in co-operation with EYT, each 26 minutes in length. Each 
programme will contain an overview of the originating country or 
area with practical information and images of the tourist attractions. 
20 
There will be a common design, trailer, graphic use and title music 
incorporating the EYT logo. The programmes will be shown as a 
series on all participating stations. The aim is to produce at least 15 
programmes by March, for transmission before June 1991. 
Tour de France 
EYT co-operated with the 'Tour de France" by awarding 'le prix du 
meilleur jeune" each day of the three week race. Every morning, 
prior to the start of the day's racing, a hostess representing EYT 
presented the "fanion" (pennant) and a huge bouquet to the winner 
of the previous day's lap. A press conference to launch EYT 
participation was held in Poitiers before the launch of the event. 
Over the three weeks various interviews were given by EYT 
representatives to the press and Antenne 2, the official TV channel 
covering the Tour. 
"The Wall" 
Significant pubhcity was gained for EYT through its participation in 
'The Wall", the rock concert performed in the Potsdamer Platz in 
Berlin at the end of July 1990. EYT flags and posters were displayed 
around the concert arena, the EYT Balloon was tethered in the 
grounds, and the EYT logo was used in the closing credits by ZDF 
Television. A newly edited version of the concert, which incorporated 
the EYT logo on a number of occasions and a message of support 
from the President of the Commission, was broadcast in France and 
Belgium on 9 November to celebrate the first anniversary of the 
removal of the Berlin Wall. The concert has still to be shown in 
Japan, Australia and the United States. 
List of Events 
A list of EYT events, which also included other tourist events in each 
country, was produced at the beginning of the Year and updated five 
times. This was distributed to travel journalists across Europe, to 
MEPs, Commission Offices, national committee members and the 
Steering Committee. 
Although significant publicity was achieved and is yet to come through 
these activities, the Management Unit is conscious that more exposure for 
the Year could have been gained through a specific campaign aimed at 
existing programmes on television. Again, this would have required more 
planning time, and a substantial budget to meet media co-ordinators, 
establish national targets and assist with contacts. Some of the high 
exposure programmes co-sponsored by EYT required a disproportionate 
amount of time, effort and energy, although the results were relatively 
good. The Eurovision Song Contest was certainly an unqualified success in 
terms of EYT exposure and should be used by the Commission as 
appropriate on future occasions. Major sporting/popular events, where a 
huge organising operation is in place for months or even years, and where 
there are already existing main sponsors, should be approached with 
caution. 
3.4 Sponsorship 
21 
Whether the degree of awareness reached through Public Relations and 
sponsorship can be judged as matching the expectations, needs to be 
assessed in the light of our earlier remark on the budgetary requirements 
of a consistent Public Relations campaign. It follows from this that it 
should have been possible to reach a large proportion of the profession 
itself, on the basis of a budget of 5.6 MECU. Whether this was in fact the 
case can only be said with certainty after a "tracking" (evaluation) enquiry 
has been conducted. Such an enquiry could be launched by the 
Commission, if the European Parliament and the Council of Ministers so 
wish and if the necessary funds are allocated. 
Several national committees succeeded in securing the sponsorship of 
private sector companies for EYT activities in their respective countries. 
This sponsorship - in many cases by airlines, banks or other companies 
involved in services for tourists - has helped to enhance the message of the 
Year and to give additional pubhcity to numerous events. 
American Express, a leading representative of the travel industry, was the 
principal sponsor of the European Year of Tourism. The sponsorship 
centred on three areas: research, pubhcity and conferences. 
Research: American Express has commissioned a major research study by 
the European Institute of Education and Social Policy. The study focuses 
on issues related to education and training in the travel and tourism 
industry and examines the potential of education systems to address those 
issues. The study will also examine the contributions of the travel and 
tourism industry in improving the effectiveness of human resource 
development. Results of the study will be announced in March. 
Publicity, at over 300 travel offices throughout Europe, a European Year of 
Tourism consumer awareness campaign was initiated. This took the form 
of window displays, racks of leaflets and posters. The campaign was 
complemented by further advertising of EYT in American Express travel 
offices world-wide and in newspaper supplements to coincide with ITB 
Berlin 1990 and by the distribution of information to 200 chosen travel 
journalists. 
In "Expression", the American Express card holders' magazine, distributed 
to 3 million Europeans, EYT was promoted through commissioned 
features, news stories and interviews. 
Information highlighting the importance of the European Year of Tourism 
was distributed to over 250 chief executives of Europe's leading travel and 
tourism companies. 
A three minute news video of the inauguration ceremony in Dublin 
together with interviews by Commissioner Cardoso e Cunha and Mr J. 
Aumueller, president of American Express Travel Services Europe was 
used by TV stations across the United States of America. 
Conferences: American Express contributed to the EYT conferences in 
Dublin, January 1990 and in Assisi, December 1990, as well as to the 
Eurochambres conference in Rhodes in October. 
The American Express sponsorship was significant and successful. 
However, greater effort should have been made to bring in other sectors of 
the industry - airlines, railway and car hire companies, other credit cards, 
international banks, publications. As mentioned above, individual countries 
22 
did succeed on a national level. It is well known that companies allocate 
sponsorship monies at least a year in advance. New international co­
operative campaigns require massive lead time, great determination, high 
level contact and a budget. 
3.5 Competitions 
The aim of the competitions was firstly, to draw the attention of both 
professionals and students of tourism and, where possible, the general 
public. Secondly, the European finals brought together all winners and 
presented a good opportunity for those involved to exchange views and to 
get to know each other. The finals also provided an opportunity for 
pubhcity and for contacts between authorities, the public ana MEPs invited 
to the event. 
It was decided by the Steering Committee that the European finals should 
take place in different countries, and that their organisation be the 
responsibihty of national EYT committees. 
The countries participating in the various competitions were: 
Poster competition: DK, I, IRL, UK, NL, SF 
Essay competition: DK, I, IRL, UK, E, SF, NL 
Research competition: DK, IRL, NL, E, CH, I 
Young at Heart competition: I, NL, SF, S, IS 
Best Kept Village competition: B, DK, IRL, UK, NL, N, SF, F, CH 
Tidiest City competition: B, DK, IRL, UK, NL, F, N, CH, SF 
Photography competition: B, UK, NL, E, GR, N, S, IS 
Best Facilities for Handicapped: DK, I, IRL, UK, NL, S 
Vineyard competition: E, F, NL, P, A 
Gastronomy competition: A, D, GR, E, F, IRL, I, N, NL, P, UK, CH, S, 
SF,B 
The Gastronomy competition was organised by the French Committee. 
National competitions were held in various categories - pâtisserie, 
restaurant service, sommellerie (wine waiting) and bar work. Finalists from 
each category gathered in Beaune to compete in the Grand Finale at a 
special dinner, when European winners of each category received their 
awards. 
The Tidiest City competition had its European final in Bruges, Belgium in 
~ _ Aalb ~ " 
r 0__, _„ 1 All pi F 
commended, but the decisive factor in favour of the winner was the active December. The European winner was Aalborg, Denmark, with Bruges in 
second place and Bergen, Norway in third. All participants were highly 
participation of the inhabitants of Aalborg in the project of "tidying up" 
their city with great enthusiasm and concern. 
23 
The European final of the Research competition took place in The Hague in 
January. This competition, aimed at third level (post-secondary) 
institutions throughout Europe - consisted in writing a paper on the theme 
"The evolving role of tourism in Europe". The objective of the competition 
was to identify key trends in the tourism industry. The European winners 
were two Swiss students whose entry on incentive travel was felt by the 
international jury to be a professional study of this comparatively new form 
of tourism. An Irish student won second place and a Dane third 
In addition to these competitions, the Austrian National Tourism Office 
organised the "World Tourism Games" which took place in the province of 
Burgenland during Summer 1990. This was a meeting of sports enthusiasts 
from the tourism sector around the world. This sporting competition, 
which took place in a spirit of fraternity, will be repeated every 2 years. 
The First European Fish Cook competition was also organised this year in 
Denmark. 
The remaining European finals are taking place at the present moment. 
Criticisms have been made regarding the organisation of some of the finals, 
but these misunderstandings and 'last minute" problems were 
constructively dealt with and will eventually contribute to a better 
understanding and cooperation among authorities involved. 
Conclusions: 
Overall the response of the National Committees to the idea of 
competitions was quite positive and most participated in some of 
them. The Netherlands participated in all competitions. 
Nevertheless the national authorities and the Commission attached 
more importance to the elaboration of policy and to projects of a 
general scope than to the realisation of promotional actions such as 
the competitions and monthly activities. 
The idea of the competitions proved successful. A number of the 
national and pan-European projects also involved the organisation of 
competitions. 
In future more prompt and careful organisation of competitions is 
necessary in order to exploit the full potential of such activities. The 
more the organizers manage to involve the participation of schools, 
public and local authorities, the better will be the results. 
3.6. Monthly activities 
To emphasise the different aspects of tourism, it was suggested that a 
different activity be highlighted each month in as many EYT participating 
countries as was feasible. As vastly different weather conditions prevail 
throughout the 18 participating countries, the Management Unit drew up a 
guideline of activities with the recommendation that, when possible, 
national committees should emphasise this area and its relationship to 
tourism. The schedule of activities was as follows: 
January - WALKING, February - WINTER SPORTS, March - HERITAGE, 
April - ANGLING, May - RURAL TOURISM, June - CYCLING, July -
CAMPING/CARAVANNING, August - PHOTOGRAPHY, September -
24 
WATER SPORTS, October - GOLF, November - EQUESTRIANISM, 
December - THE ARTS. 
Most countries decided to focus attention on two or three monthly 
activities rather than to try to cover the whole spectrum. A wide variety of 
special events were organised, ranging from walks, bicycle tours and golf 
tournaments to open days at museums, special equestrian events and 
yachting days. 
The following gives a flavour of some of the activities: 
In April the Scandinavian countries arranged several activities for Angling 
Month: a World Ice-fishing Championship was arranged in Inari, Finnish 
Lapland; in Denmark, the Danish Anglers' Federation organised fishing 
trips, especially for children, teenagers and for families. An "Angling Day' 
took place in Sweden when fishing events were held all over the country. In 
Norway angling month activities were arranged during the Finmark 
Winter Festival; various competitions designed around fishing in the fjords, 
ice-fishing and deep sea fishing were held, with EYT prizegiving 
ceremonies. Belgium organised two fishing competitions, one in the 
French-speaking area of the country and the other in the Dutch-speaking 
area. In Iceland the Minister of Tourism inaugurated a day of freshwater 
fishing and sea fishing. 
Rural tourism month in May was particularly successful. Open farmhouse 
days were held in Italy, Belgium and Denmark; special weekend and day 
events were celebrated in the countryside in Iceland, France and Belgium. 
Greece mounted an exhibition on traditional buildings and their 
restoration, and numerous conferences and seminars were held on rural 
tourism in many of the participating countries. 
In June, cycling month, EYT was promoted at large bicycle rallies all over 
Europe. There were bike tours around lakes, bike tours to archaeological 
sites and biking trips for families. 
Camping and caravanning month in July was widely celebrated in Sweden, 
Spain, Ireland, Greece, Germany and Britain, involving caravan sites 
throughout each country. In Norway special one-week mountain walking 
tours to mountain lodges were organised. 
Norway and many other countries organised events in September to 
celebrate water sports month. In Spain, the Gijon Tourist Office mounted a 
water sports exhibition. In Stockholm, 1200 participants swam 11 courses 
to highlight their water sports and 3 September was designated 'Yachting 
Day". In Spetses, Greece, the annual festival was dedicated to EYT with 
water-polo matches, swimming and sailing competitions. In Kent, UK, 
"Free Dips and Trips" were offered to overseas visitors at a number of the 
leisure and sports centres and reduced admission was given to an orchestral 
concert on the water. Denmark chose 9 September to celebrate watersports 
day; harbours, yacht-clubs, windsurfing clubs, and water-skiing clubs 
invited the general public to come, watch or participate in their activities. 
October was golf month. A special EYT golf tournament was held in Evia, 
Greece, and Denmark organised Open House Days in various club houses. 
Special golf tournaments were also held in the Algarve, Portugal. Italy 
chose 14 October as Golf Day; of Italy's 101 golf courses, 66 celebrated EYT 
with open events. And, in co-operation with the European Commission, a 
golf club in Taranto organised the "Targa dell'Europa 1990" (1990 Europe 
25 
Trophy). Belgium held golf competitions in Liège, as well as Knokke-Heist 
in Flanders. 
November was equestrian month. In Britain an exhibition of paintings and 
sculpture on the theme of horses was on display and many of the race 
meetings and horse sales carried the EYT logo. A "Foire du Cheval" was 
held in the towns of Golega and Elvas in Portugal, again under the banner 
of EYT. Norway nominated 11 November as Equestrian Day. A trotting 
race entitled "Olympia" in Norway's national trotting arena, Bjerkebanen, 
was dedicated to EYT, and the logo had a strong visual presence. To 
celebrate equestrian month in Greece, the Horse Shows in Thessaloniki, 
and Athens, hung EYT flags around the stadium. In addition, a European 
Year of Tourism trophy was presented to the winner of a special event in 
Thessaloniki and in Athens, an award was presented to the winner of a 
special EYT event by the head of the EC office in Greece. Belgium 
participated in an international jumping competition at Zwijnaarde 
organised by young people. 
It has been suggested that no great expansion of the tourism industry was 
achieved through the monthly activities programme; that fishing in 
Scandanavia or equestrian events in the UK are already well publicised 
tourist attractions and that some monthly activities were totally ignored -
for example December - arts month. It is worth pointing out that some 
activities may not be well identified with a particular country in other 
countries. For example, is fishing identified with Scandanavia in southern 
Europe? By linking events with EYT, the activity reached a wider audience. 
Further some countries did chose to focus on an activity for which it is not 
well-known, for example Italy strongly promoted golf and Sweden 
promoted watersports. 
Finally, the purpose of promoting monthly activities was simply to make 
people aware, both in the industry and among the general public, of the 
diversity of leisure activities in Europe. A pertinent example - although it 
participated little in the monthly activities, Ireland chose to spend all its 
national project budget allocation on the production of a brochure to 
promote activity holidays. 
3.7 Fairs 
The principal objective of the EYT fairs programme was to utilise tourist 
fairs, in their privileged position as disseminators of information, to reach 
the tourist industry, the specialist press in each country and the general 
public. 
This objective has been achieved through a special programme drawn up 
in collaboration with the organizers of each fair in which the Commission 
has taken part. 
Fairs and shows were selected in accordance with clearly defined criteria: 
1. according to the importance of the fair in each country. The main 
tourist trade fair in each Member State was selected, plus two 
others, one in the United States and the other in an EFTA country. 
In chronological order, therefore the unit took part in the following 
events: 
Vakantiebeurs, Utrecht (Netherlands) January 90 
26 
BTL, Lisbon (Portugal) 
Holiday World, Dublin (Ireland) 
FITUR, Madrid (Spain) 
SMTV, Paris (France) 
BIT, Milan (Italy) 
Ferie, Copenhagen (Denmark) 
TUR, Goteborg (Sweden) 
ITIX, Chicago (USA) 
Filoxenia, Thessaloniki (Greece) 
BTF, Brussels (Belgium) 
WTM, London (UK) February 
March 
•i 
November 
2. with reference to the innovative or very specialized nature of a 
particular show: hence the Salon des Festivals in Paris (culture) and 
the SITT in Tarbes (technology). 
To round off the fairs programme and, at the same time, to mark the end of 
EYT, the Commission will be represented at ITB Berlin in March 1991. 
3.7.1 Stands 
An EYT stand was organized at each of the above-mentioned events. 
For the first part of the programme, the initial objectives of EYT were 
highhghted by a travelling stand created at the end of 1989. A second stand 
was designed for the autumn of 1990 which drew attention to the main 
achievements of EYT and, in particular, to the pan-European projects co-
financed by the Commission. 
The stand, already a means of communication in itself, also made it 
possible: 
to widely disseminate printed and verbal information on EYT and 
the activities of the Community in general; 
to provide further details about EYT and the Community's role in 
promoting tourism in and to Europe; 
to distribute general EYT promotional material to the public 
(stickers, posters, leaflets, flags, etc.); 
to promote contact with the various tourist industry associations 
who are keen to work with the Community on EYT and other 
matters relating to tourism. 
3.7.2 Additional activities 
As a result of the financial assistance granted under EYT, several fairs were 
able to launch new initiatives or strengthen their activities with regard to 
the tourist industry, such as: 
specially prepared EYT mailings to all exhibitors; 
encouraging journalists from outside the Community to promote 
European tourist destinations in their own countries. 
27 
3.7.3 Press contacts 
At each event, press releases were published both before and during the 
fairs and specially prepared briefs were available in the press room. 
A number of official press conferences were organized, attended by VIPs 
from the Commission (Lisbon, Milan, Goteborg, Thessaloniki and Berlin). 
3.7.4 Conferences at fairs and shows 
One of the main objectives of the fairs programme was to promote the 
organization of seminars, conferences and round tables on various subjects, 
brmging together pubhc organisations involved in tourism and 
representatives of the industry. 
Amongst the many initiatives sponsored by EYT, two major events stand 
out: the two day European seminar in Milan on the subject of "Les 
Entreprises du Grand Tour d'Europe" and the one-day conference in 
London on "1992: the Single European Market and Worldwide Tourism". 
* "Les Entreprises du Grand Tour d'Europe", 
Milan, 21-22 February 1990 
Arranged at the initiative of Confcommercio and in close association with 
the EYT organizers, this two-day conference, consisting of various working 
groups, broke new ground for the industry. 
The purpose was to provide, for the first time, a platform for the exchange 
of ideas between European and national pubhc organisations involved m 
tourism and the tourist industry, in order to evaluate the industry's 
requirements, determine priorities for action and discuss future 
opportunities for cooperation and consultation. 
A communiqué was published at the end of the seminar and it was decided 
to hold a forum every year. 
* 1992: 'The Single European Market and Worldwide Tourism", 
London, 26 November 1990 
Similarly, the conference, held in London prior to the World Travel Market, 
brought together all the main trade associations for a discussion between 
their representatives and the Community institutions, in particular the 
Commission, on the subject of the single market, the removal of borders 
after 1992 and the impact on tourism. 
3.7.5 Evaluation 
Fairs are an essential trade vehicle for the promotion of Community 
tourism. They are, by definition, a special place for the exchange of ideas 
between Community tourism professionals and their opposite numbers 
from around the world. 
28 
A fair is a place where business is done, new products discovered, contacts 
made and trends revealed, etc. They are a sphere of activity, therefore, 
which merits much more attention than hitherto received. 
Tourism fairs can be exploited in various ways: 
(a) as a special place for disseminating information, fairs provide the 
Commission with the unique method of communicating information 
to actors in the tourism industry. 
either by: 
distribution of promotional material, press briefs or other general or 
specific Community information, depending on the requirements 
expressed, etc. 
periodic contributions by high-ranking Commission officials at 
debates, seminars and conferences organized at fairs. 
(b) As a special means of promoting tourism, fairs provide an ideal 
partner for. 
effectively supporting the promotion of European tourism by means 
of specific actions aimed at tour operators and other tourism 
professionals from countries outside the Community and outside 
Europe who are attending European fairs. 
encouraging fairs' organizers to capitalise on the presence of 
professionals at fairs and exhibitions by means of preparatory 
seminars for exhibitors. 
3.7.6 European perspectives 
One of the major results obtained through the EYT fairs programme has 
been the launch of a scheme for cooperation at European level between a 
number of professionals in tourism. Contacts with the various fairs 
organizers during EYT have acted as a catalyst in bringing to fruition plans 
for cooperation which some organizers were already pursuing. 
Following a series of meetings and symposia on the prospects for 
collaboration, a plan has been developed for a European Economic Interest 
Grouping (EEIG) between five of the main Community fairs. Such an 
EEIG, once set up, will become one of the main European actors in the 
tourist industry. It will accordingly be one of the Commission's main 
partners in promoting European tourism. 
3.8 The EYT Grand Balloon Tour 
The Commission organized a four-month Grand Balloon Tour of Europe to 
all eighteen participating countries, with two hot air balloons bearing the 
logo of the European Year of Tourism. 
The purpose of the tour was to promote the European Year of Tourism 
amongst the general public as well as the press and VIPs in each 
participating country. 
29 
The tour was organized by professionals (the Airship and Balloon 
Company), who worked in close cooperation with the Tourism Unit. 
The balloons were specially manufactured for the European Year of 
Tourism and bore its logo in three languages (French, English and 
German) and the flags of the eighteen countries. The height of each 
balloon, when inflated, is 35 metres and its volume 1 950 m3. The balloons 
were piloted by a crew of five, including two women. 
The tour was launched in Brussels on 27 May 1990 in the Parc du 
Cinquantenaire during the "20 km de Bruxelles" Marathon (20,000 
runners), by Commissioner Cardoso e Cunha together with Commissioner 
K. van Miert. The opening address pointed to the importance of tourism in 
bringing peoples closer together and improving knowledge of cultures and 
ways of life in other European countries, thus helping to create a "People's 
Europe". 
The balloons then toured Europe from North to South and from East to 
West. From May to September the tour itinerary was: Koblenz (Germany) 
at the Deutsches Eck; Geneva and the balloon meets at Neuchâtel 
(Switzerland), Salzburg and Vienna (Austria), including a flight over 
UNESCO; Athens and Patras (Greece); Piemonte and its castles and the 
"Piemonte Balloon Fiesta" (Italy); la Rochette (Luxembourg); the Reichstag 
Berlin (Germany); the Nordic countries (Sweden, Finland, Iceland and 
Norway); the prizegiving ceremony for the Best-Kept Village and the 
balloon meeting at Joure (Netherlands); Silkeborg (Denmark) at the 
"Fireworks Regatta"; London and the "Bristol International Meet" 
(United Kingdom); Metz (France); Kemmel, Cassel, Bailleul and 
SintNiklaas (Belgium); Madrid at the Plaza Colon, the European 
Championships at Lerida (Spain); the Belem Tower, on the occasion of the 
inauguration of the Festival of Tourism in Lisbon (Portugal) and, for the 
final leg, the Royal Hospital Kilmainham, Dublin, and the Irish 
Championships at Boyle (Ireland). 
The balloons participated at ten balloon meets and some twenty specially 
organized events at strategic locations in certain capitals, giving a total of 
thirty events and more than seventy flights (either tetheredor free). 
In general, each visit was supplemented by the organization of a specific 
event, such as at Madrid or Brussels with the organization of stands tor the 
distribution of promotional material, an official speech and a press 
conference, or combined with already planned events, to give added impact, 
as in the case of the Festival of Tourism in Lisbon. 
Press releases for each event were distributed to the media. Well-known 
personalities including ministers and Members of Parliament together with 
a good turn-out by the pubhc attended each visit. 
Media coverage of the tour was excellent, both on television, radio, and in 
the press. A collection of press cuttings is available. The video of EYT 
incorporates extracts from the television coverage of the balloons. 
The tour was generally successful in all the countries participating in the 
European Year of Tourism and the objective of promoting EYT throughout 
Europe was achieved. The pilots of the balloons functioned as ambassadors 
for the EYT during the tour. 
30 
It should be noted that the initial plan for a balloon race was shelved 
because there was insufficient time to organise it and find the necessary 
sponsors for such a large scale operation (two years would be a reasonable 
lead-in time for such an operation). The preparation time even for this tour 
was extremely short, given that the feasibility study was only begun in 
December, that at least two months are needed to manufacture a balloon 
with the logo, and that the best months for flying are from May to 
September. 
The tour met with certain difficulties due to the geographic situation of the 
18 countries, national administrative problems, climatic constraints and the 
often difficult coordination between 18 countries at the same time. These 
difficulties were greatest at the beginning of the events schedule, but were 
gradually overcome as the tour progressed. 
The cooperation by the various EYT correspondents in the Community's 
offices, who were responsible for coordinating each event in their country, 
was particularly appreciated in connection with this operation, notably 
with regard to media coverage. The National Committees also consistently 
contributed as required to ensure the success of the campaign, particularly 
in the EFTA countries. 
The balloon tour is the event which received greatest media coverage 
during the EYT. 
31 
4. PRIORITY ACTIVITIES AND 
DEVELOPMENT OF ALTERNATIVE FORMS OF TOURISM 
4.1 Social Tourism 
Social tourism can be interpreted as tourism for all groups of people who, 
for different reasons, cannot participate in the accepted holiday pattern i.e. 
disabled people, single-parent families and families with young children, 
retired and elderly people and young people without sufficient financial 
resources. 
National measures and private initiatives are encouraged in order to 
create, where they do not exist and develop where they do, tourism 
opportunities and faculties for these disadvantaged groups of citizens. 
These groups can be categorised as follows according to their common 
needs: 
Young people, who do not yet have a disposable income or the 
financial means for the travel and vacation to help improve then-
knowledge and understanding of the world, and satisfy their need for 
experience, adventure and contact with people of their own age. 
Families with young children who, in general, experience some 
degree of difficulty in travelling, and who often require additional 
financial assistance or other facilities, so that they can enjoy the 
benefits of vacations. 
Retired elderly people with low incomes who deserve a particular 
attention. 
Working people with lower incomes. The trade unions in most 
European countries, especially during the post-war years, have 
pressed for measures to facilitate vacations for their members and 
succeeded in gaining considerable advantages in comparison with 
previous times. 
Lastly, disabled persons who, even if they are in a financial position 
to afford tourism, have special needs which must be met by the 
tourism offer, which includes special equipment and facilities, 
programmes, dietary requirements etc. 
Within the context of EYT, the above-mentioned categories of "social 
tourists" have been the focus of competitions, projects and conferences, 
both at the national and European level. 
Youth tourism is already well-developed at the European level with 
numerous youth and travel organisations representing their interests. This 
evaluation therefore does not include this group since this is dealt with in 
the section on youth tourism (4.2). 
4.1.1 Projects 
32 
Of a total of 184 national projects approved by the Commission for co-
financing, only 8 refer in the strict sense to social tourism. Of this total, 4 
projects are French, with one each from the UK, Greece, Italy and 
Germany. Also, of 84 pan-European projects, only 7 deal with social tourism 
(excluding the category "youth'). 
One of these EYT projects aims to create a European network to provide 
information on existing accommodation, transport, educational and cultural 
programmes for women and children through a survey of partner 
organisations throughout Europe. The aim of this project is not only to 
provide and organise a product to supply the existing demand, but equally 
to encourage women with children to become professionally involved in the 
travel industry to help develop and manage the sector. 
A pilot tourism programme for elderly people illustrates a specially 
organised product or offer to meet the needs of elderly people for travel and 
constructive recreation. This consists of 6 themed trips in the low season. 
Themes include artistic creativity, culture, European history, health, the 
Arts and European traditions, spread among weekly vacations in 
comfortable resorts in France, Spain, Greece and Italy from June until 
November 1990. The evaluation of this project will create the basis for an 
extension of such an offer on a long-term basis. 
A pan-European project on tourism for disabled persons, organised by 
"CIAO Europe", also received Commission support. The "Premier Carrefour 
Européen du Nouveau Tourisme", to take place during 1991, will give a 
group of 100 disabled adults and children an opportunity for cultural 
exchanges in Europe. This pilot action is intendea to stimulate similar 
initiatives in coming years at the European level, as part of a longer-term 
campaign to draw mcreased pubhc attention to the legitimate rights of 
disabled persons to go on hohday. 
In the field of holidays for working people, the Commission supported an 
international symposium on social tourism, organised by trie French 
National Union of Tourism Associations (UNAT). The following main topics 
were debated: 
the importance and future of social tourism in Europe 
special issues such as the spreading of vacations throughout the 
year, accommodation for "social tourists", renovation and 
improvement of facilities required in the field etc. 
The conclusions of the symposium will be analysed and evaluated within 
the framework of a Community measures for social tourism. 
Under the auspices of EYT the Commission has also co-financed a pan 
European Conference entitled 'Tourism for All in Europe", held in the UK 
in March 1991. The Conference, jointly organised by the English, Swedish, 
Norwegian and Finnish Tourist Boards and Holiday Care Service UK, 
included a presentation on each of the winning national entries in the EYT 
Competition on the "Best Tourism Facihties for the Disabled". It also 
examined these and other examples of best practice throughout Europe in 
four key areas relating to accessibility for disabled tourists: 
Transport in Europe for disabled tourists 
Accommodation in Europe 
Access to visitor attractions 
Activity holidays. 
33 
A series of Recommendations will be made to the European Commission 
and to the Governments of all European countries, based on the 
conclusions of the Conference. 
Amongst the most successful projects conducted this year was a project for 
single-parent families, organised by Switzerland, France, Austria and 
Belgium in cooperation with 4 social tourism organisations partners of 
REKA (Schweizer Reisekasse), allowing free holidays to be offered to 80 
single-parent families in the 4 participating countries. 20 single-parent 
families from each country with at least 2 children and with limited 
financial resources were able to spend 14 days holiday in one of the 4 
participating countries of their choice. 
4.1.2 Competitions 
In terms of the EYT competitions, social tourism was evidently not a top 
priority. Little support was forthcoming either from most national 
committees or from the industry. 
Nevertheless two important competitions were organised, one at the 
national level and the other at the pan-European level. The Young at Heart 
Award, concerning faculties for the elderly tourist, attracted a 
disappointing participation by only 5 of the 18 EYT countries (Italy, 
Netherlands, Finland, Sweden, Iceland). 
In the second EYT social tourism competition, Best Facilities for the 
Disabled, 6 countries participated (Denmark, UK, Sweden, Ireland, Italy, 
Netherlands) and the final winner was announced during the 
aforementioned pan-European Conference on Tourism for disabled 
persons. 
Despite the rather disappointing response of the member states to these 
competitions, the latter conference has at least succeeded in providing a 
valuable stimulus for future pan-European co-operation and exchange of 
best practice in this field. 
4.1.3 Conclusions and recommendations 
The aforementioned figures detailing the response by Member States in 
submitting social tourism projects is clear evidence that there is a need for 
more motivation and actions in all fields of social tourism. 
The European Parliament's Draft Report on 'Tourism and the Consumer" 
states that "more importance should be given to initiatives concerning 
social tourism, particularly to provision of travel possibilities for the 
disabled (specially adapted transport facilities, suitable places to stay, 
appropriate town planning)" and concludes that Community measures must 
be taken to stimulate tourism for disadvantaged people. 
A further European Parliament Draft Report (Committee on Social Affairs, 
Employment and the Working Environment) regarding the social aspects of 
tourism, stresses the necessity to tackle the European dimension of the 
problem with the appropriate pohcies to guarantee the least advantaged 
sections of the population the right to take holidays. 
34 
The ECOSOC Opinion on Tourism and Regional Development also 
expresses a wish to see the dialogue between the social partners in the 
tourism sector developed at Community level and outlines the need for 
further development of social tourism. 
At the European level there is a greater degree of speciahsation in different 
forms of social tourism between member states. To generalise, "third age" 
or tourism for the elderly is particularly well developed in Italy. France, on 
the other hand, has a strong movement of tourism for working people 
whereas the Northern countries of both EC and EFTA are better organised 
in the field of tourism for disabled people. 
1993, which has been designated "European Year of the Elderly" will 
Erovide the much needed opportunity for new measures and initiatives to 
e taken in this field. Tourism must also be among the main fields of 
action. However, little is being done to aid low income families by national 
authorities in Member States. 
Some of the activities during EYT have helped lay a foundation for future 
action and developments at the European level, particularly to improve 
accessibility to tourism facilities, not only for disabled persons but also for 
all sectors of the population who experience mobility problems. This 
driving philosophy is reflected in the title of the Conference Tourism for 
All in Europe". 
Some activities have not only enabled improved co-operation at the 
European level, but will also give rise to a series of positive 
recommendations, as well as generating media coverage to bring these 
issues to the broader attention of the general pubhc and the tourist 
industry, particularly providers of accommodation and transport services. 
Broadly speaking, the following main conclusions can be drawn from the 
experiences of EYT regarding all forms of social tourism: 
1. There is an obvious need for motivation and actions in all fields of 
social tourism. 
2. Special priority should be given to: 
* low income families with young dependent children. (A study 
could be proposed to create awareness among national and 
European authorities about the real extent of problems faced 
by this group with regard to leisure possibilities). 
* elderly retired persons living alone. 
* disabled persons. 
3. A study into the problems and potentialities of the different 
categories of social tourism needs to be undertaken, identifying 
practical measures which could be taken at the European level. The 
experience of the relevant countries (France for working people, 
Italy for the elderly, UK, NL and Germany and the EFTA countries 
for disabled persons and deprived families) should be taken into 
consideration for the creation of a programme in the field of social 
tourism. 
35 
4. Co-operation with the EFTA countries needs to be further developed 
through the exchange of expertise and information and the 
promotion of joint projects. 
4.2 Youth Tourism 
One of the declared objectives of the European Year of Tourism, as set out 
in the Council Decision, was the promotion of a greater awareness among 
young people of the cultures and hfestyles of other Member States. Projects 
at both national and pan-European level were co-financed by EYT with 
this priority in mind. Apart from these initiatives, various areas which 
encourage alternative holidays (social, rural, cultural tourism) have directly 
and indirectly contributed to the development of youth travel. For example 
the cultural route "On the trail of the Celts" is specifically geared to young 
people. 
Statistics indicate that young people make up by far the greatest 
proportion of tourists, ana therefore the Commission s effort during EYT 
was geared at expanding the existing product base for the young tourist. 
Young people are very demanding in their quest for tourism products, and 
it is in this context that the Commission has been promoting the concept of 
activity holidays: regions will not attract the young traveller unless they 
can offer a varied range of activities and pursuits. 
The travel industry may not always favour the "poor student" but he and 
she are the more affluent travellers of the future and need to be 
encouraged. 
4.2.1 Projects 
Over 40 projects dealing with the promotion of youth travel were selected 
for co-financing under the EYT budget. All of them were educational, 
cultural and promoting alternative forms of tourism. Many, although 
classified as "national", also involved other countries. Some were intended 
as "one-off" projects but have proven so successful that it would be our 
recommendation that, if possible, they be continued. A few examples of the 
more successful projects are described below. For the sake of simplicity, we 
have divided them into two broad classifications: youth exchange and 
educational/activity oriented. 
Youth Exchange 
* Eurotrain Express'90. This very successful project involved a train 
carrying over 100 students from 27 European countries on a 10 day tour of 
10 European cities, East and West. The success of this project which 
fulfilled all the objectives of EYT is best summed up by one participant who 
later wrote that "much was learned about everyday life in the many 
European countries which we visited. Discussions highlighted European 
problems which many of us would not previously have thought existed, and 
we all learned to view topics from more than our own personal perspective. 
Eurotrain Express has and will continue to have a great bearing on our 
future lives in which we will develop one united Europe". 
* Youth Hostels. A number of projects were submitted by youth 
hostels on both a national and pan-European basis. The International 
36 
Youth Hostel Federation established a programme of information for young 
people from the East coming West for the first time; they organised 
exchanges of staff between their hostels in the East and West, and set up a 
programme entitled "Schools Go Europe" - specific packages to promote 
international school party travel in 5 countries (England, France, Belgium, 
Germany and the Netherlands). The Benelux countries also initiated an 
exchange programme between young opinion leaders East and West. These 
programmes should be encouraged to continue. The German Youth Hostel 
organisation initiated Environmental Euro-Scholarships and a Euro-Study-
Tour; both projects are hkely to be continued in the future. 
* Euraqua At the invitation of the Swiss Tourist Board, 48 young 
people from the 12 Member States, the EFTA countries and four Eastern 
European countries spent a weekend on an Alpine pasture. Having filled 
bottles of water from the source of four great European rivers, they 
travelled by bicycle to Strasbourg and on to Brussels. 
* Theatrical Competition. Nine European countries sent troupes of 
young actors to Delphi to particirjate in a theatrical competition organised 
by the Greek National Tourist Organisation. Each company performed a 
classical Greek comedy or tragedy and a series of workshops, seminars and 
debates were organised to coincide with the event. The competition was so 
successful that the organisers are now trying to make this an annual event. 
* Rassemblement des Jeunes. At the invitation of the French National 
Committee, 350 young people from 25 countries were invited to France to 
participate in a 3 day colloquium. All the participants were currently taking 
courses or already working in the tourism inoustry. The objective of the 
conference was to accentuate the movement of youth and the repercussions 
on the European tourism market. 
Educational/Activity 
* Flottigha Magna Grecia. A fleet of eight yachts were commandeered 
to take 50 young Europeans on a sailing trip which retraced the itinerary of 
the Greek settlers in the south of Italy. Also on board were archaeologists, 
travel agents and journalists who, with the young people, visited 
archaeological sites and cultural centres en route. Flottigha Magna Grecia 
was a pilot project to check the feasibility of establishing this as a tourism 
{>rogramme. This has now been accomphshed and the tours will be 
aunched at travel trade fairs in the Spring. 
* Youth Train. The Portuguese Youth hostels, railways and regional 
authorities took 400 Portuguese-speaking young people from the 
Mediterranean North African countries and Portugal, on a journey through 
eight European capital cities. The objective was to introduce these 
youngsters to the different political, cultural and social realities of Europe. 
Such organised trips create bonds, expand horizons and introduce young 
people to new lifestyles and should be encouraged. 
37 
* Tourism by Satellite. A secondary school in Devon, Britain achieved 
an ambitious project for EYT by bringing 10 hours of tourism programmes 
to the pan-European educational satellite, Olympus. A class of 14-15 year 
olds identified their subject area, conducted interviews and learnt about TV 
technology, programme production and language. And millions of people 
witnessed their work. This was a one-off project but may act as a pilot or an 
inspiration to other schools. 
* "Hello Europe - this is Holland" - the Dutch Youth Ambassador 
Scheme. Children from elementary schools in Holland were asked to 
present tourism aspects of their region in an original way. Two thousand 
schools responded, and in the first months of 1990 winning schools, one 
from each province, presented their projects on television. One child from 
each school was selected to form the Dutch Youth Ambassadors scheme. In 
May this team travelled to European capitals to meet personalities and 
visit cultural sites. Their adventures were shown on national prime time 
television in June. This excellent project achieved all the objectives of EYT 
and its repercussions continue. An extremely high degree of media 
coverage contributed towards high pubhc awareness of this project. 
4.2.2 Conclusion 
There are many other good examples of projects which expanded horizons 
for young people and developed ideas for alternative travel. As a result of 
these projects a number of individuals and organisations have expressed 
the need or indeed are already developing programmes of information, 
exchange, reduced travel and welcome bureaux lor young people. Certain 
programmes to develop this area are already in progress. 
The French National Committee has proposed the foundation of a "Forum 
de Jeunesse" at Community level. This could function as a coordinating 
body for all existing youth organisations, which would meet on an annual 
basis. The objective would be to assist in the facilitation of youth travel. 
4.3 Cultural Tourism 
Under EYT the Commission has co-financed a total of 83 cultural tourism 
projects, pan-European and national, with a contribution amounting to 
more than MECU 1,000,000. 
Many initiatives have been undertaken, some with the assistance of EC-
funds, others in cooperation with the national committees of the 18 
participating countries. 
These projects include festivals, guides on cultural tourism, exhibitions, 
workshops, cultural itineraries and heritage routes, seminars and 
conferences on tourism, culture and restoration (including marketing 
strategies, tourism and protection of the environment, and the 
preservation of ancient monuments), anniversaries of historic towns, Euro-
twinning projects, museum competitions, etc. Several projects also include 
cooperation with Central and Eastern European countries. 
The above-mentioned projects have paved the way for the development of 
specific measures to assist the member states in promoting cultural 
tourism in the Community. 
38 
4.3.1 The role of cultural tourism 
Considering the side effects of traditional mass tourism, particularly in the 
southern European countries, the promotion of alternative forms of 
tourism such as cultural, social, rural tourism, i.e. a tourism that is friendly 
to the environment - both natural, built and social - is considered to be 
increasingly important. 
The large number of cultural tourism projects submitted to EYT by the 
national Tourist Boards, tourist organisations and local, regional and 
national authorities in the member states proves that cultural tourism 
activities have become increasingly important for the European economies. 
Expenditure on cultural tourism is increasing, both on the private and on 
the pubhc side. Investment in the conservation of the cultural and 
architectural heritage is likewise increasing, both in the southern and 
northern European countries. 
4.3.2 Short-term projects 
Short term cultural projects co-financed during EYT include youth, cultural 
events and competitions, festivals along cultural routes, carnival and 
gourmet events throughout Europe, conferences and seminars for the 
exchange of expertise and promotion of new tourist destinations, the 
publication of cultural tourism guides, exhibitions and workshops. The 
following projects represent some examples: European Museums 
Competition for better marketing and promotion, Villes sans Frontières, 
Touring Street Festival 1990, Dance Project Glasgow '90, (International 
Festival of Music and Dance), Paisley International Organ Festival, 
Amsterdam and Venice Festival, "Discover Lisbon '90" Exhibition, Theatre 
Competition in Delphi, etc. 
4.3.3 Conferences 
The Commission co-financed a range of conferences and seminars on 
architectural heritage and cultural/urban tourism and the environment. 
Examples include: 
the ICOMOS (International Council of Monuments and Sites) 
European Conference on Cultural Heritage and Tourism, held in the 
UK, produced a series of resolutions on the conservation of 
architectural heritage and cultural tourism, and an appeal to 
national ICOMOS committees to propose revisions to the ICOMOS 
Charter on Cultural Tourism. 
III. International Symposium "Denkmalpflege und Tourismus 
(Conservation of Ancient Monuments and Tourism) in Trier, 
Germany gave rise to the 'Trierer Appel" (Trier Appeal) on the 
conservation of ancient monuments in Germany's five new federal 
states and a resolution on the Rhine Valley and its significance for 
tourism in Germany. 
First European Conference on Urban Tourism in Rennes, France. 
39 
The above conferences show that the Member States are increasingly 
aware of the close relationship between tourism and protection of the 
natural environment, architectural and cultural heritage. 
The results and resolutions of these conferences might help form a basis 
for new policies on tourism and the environment with particular reference 
to the built heritage. 
The conferences have also shown that there is a need for an intensified 
dialogue between the travel industry and conservation bodies as well as 
scope for improving the management of cultural resources. Concrete 
measures have to be identified to rectify some of these ills. 
4.3.4 European cultural itineraries and heritage routes 
A wide range of national and pan-European itineraries and heritage routes 
has been co-financed under EYT. The majority of these aimed to develop 
and extend national and cross border cultural tourism routes, to improve 
the image of regions that are less well known for tourism, and to make 
Europeans aware of their common roots and cultural background and thus 
promote European cooperation in this field. 
These projects include for example: 
"The Route of St. James of Compostella", designated as a European 
cultural itinerary by the Council of Europe, co-financed by the 
Commission. Between May and October this project included: 
a mobile exhibition of photographs, a bibliography, and 
pictures linked to the path s cultural tradition; 
a conference of experts from Spain, France, Belgium, Italy and 
Germany; 
theatrical and musical events on the theme of St. James; 
typical local cuisine along the route. 
The "Via de la Plata" (Silver Route) - a Spanish project to rehabilitate 
the ancient Roman route used for commerce, extending form north 
to south Spain between Gijon and Seville. The realisation of this 
itinerary by 1992 includes the improvement of the necessary 
infrastructure, the production of a map and promotion througn 
travel agencies. 
"On the Trail of the Celts" - a project aimed particularly at the youth 
market. A map/poster displaying sites of Celtic interest in various 
European countries and giving useful information on youth hostels 
and railways associated with the sites. 
"On Goethe's Trail" - information points, signposting and a trilingual 
brochure covering sites visited by Goethe in the 18th century. 
"On the Trail of Vincent Van Gogh" - a cycle route following the 
travels of the painter in the Netherlands and Belgium. 
40 
'The Viking Route" - a cultural route designed by the Council of 
Europe andco-financed under EYT, which might be considered as a 
pilot project since it is the first itinerary to be marketed 
commercially by a travel agency. 
Seven Medieval Itineraries entitled "What remains of Medieval 
Portugal" - a cross-border project including Spain. 
"St. Bernard Cistercian Trail" - a brochure illustrating the Cistercian 
abbeys in Europe. 
"Baroque Routes in Europe" - one of the most interesting trans-
border European Routes, including large parts of Central and 
Eastern Europe. The project also shows that in traditional sun and 
sea tourism countries there is a recent trend to promote alternative 
forms of tourism. The project "Italian artists and Baroque in 
Bavaria", successfully carried out in Germany and Italy, will 
highlight how cultural similarities between European countries can 
be exploited as tourist attractions. 
Some of these itineraries co-financed under EYT were developed by the 
national organizations and tourist boards in the Member States, others by 
the Council of Europe. 
This European cooperation on cultural itineraries should be mcreased in 
close cooperation with the Council of Europe, with a view to extending the 
itineraries to include the countries of Central and Eastern Europe. 
4.3.5 Conclusion 
Projects financed under EYT were intended to contribute to a greater 
awareness of common European roots, of both ancient cultures and 
European ways of life. They have also contributed towards mcreased 
understanding and sensitivity towards the problems caused by mass 
tourism and encouraged greater respect for natural and social 
surroundings. 
In addition, the need for a more efficient information policy, cooperation 
and networking and exchange of expertise at the European level has 
become evident. The need For the Member States and the European 
Community to invest in its human resources by extending existing 
Community training programmes or by creating a special training 
programme for cultural tourism and arts management at European level is 
also evident. 
Regarding future selection of projects to be co-financed by Community 
funds, the Commission needs to set stricter and more concrete criteria. 
Small-scale projects which may be important at a local/regional level, but 
have little long-term impact on tourism development (for example local 
festivals, concerts, small scale competitions, etc.) should be examined 
critically for their development possibilities. Preference should be given to 
projects with a pan-European scope. Also, if the number of projects is 
limited, evaluation and control are greatly facilitated. 
Cooperation with the EFTA countries - and to a certain extent also with 
Central and Eastern European countries - should be continued and further 
expanded. European culture is not limited to the 12 Member countries of 
41 
the Community. This is particularly true for transnational cultural 
itineraries and heritage trails. However, concrete fields of action need to be 
defined. 
4.4 Rural tourism 
The Council Decision on the European Year of Tourism expressly 
designates rural tourism as an alternative form of tourism which should be 
developed and encouraged; rural tourism can also help facilitate the 
staggering of holidays. 
During the European Year of Tourism, various initiatives have been 
supported with the aim of encouraging the development of this form of 
tourism, which, although still relatively unknown and unequally developed 
within the Community, is generating more and more interest. On the one 
hand there is a growing demand from the tourists for a range of quality 
products and, on the other, suppliers who are keen to improve their 
products and their marketing. 
4.4.1 Promotion 
Numerous initiatives have focused on the promotion of rural tourism. 
These include: the publication of brochures, the organization of conferences 
and open days (particularly during May, which was designated the month of 
rural tourism). 
COPA-COGECA is to publish 200 000 copies of a brochure in three 
languages to promote Agri-tourism (tourism on the farm) within the 
Community. This interesting initiative will be a first in terms of 
information and promotion since, at a European level, no such guide 
currently exists. 
Two projects have concentrated on equestrian tourism: the French 
Equestrian Federation launched a pan-European project with a view to 
promoting several European trekking routes. In Italy, the Grosseto region 
is seeking to promote horse breeding in Maremma 
In Spain, several projects have been given approval, for example: the 
publication by the Asturias region of a Spanish brochure on mountain 
routes which will be available in travel agencies and tourist offices and a 
bilingual brochure (English, Spanish) on accommodation in rural areas, 
with a view to promoting the infrastructure already developed by the 
Asturias government. 
Numerous conferences have been held. In France, for example, the 
Permanent Assembly of Chambers of Agriculture organized a national day 
on rural tourism in Paris the theme "Farmers: Partners of Rural Tourism . 
This event consisted of a debate on the potential of rural tourism, the 
awarding of prizes in the first farmhouse cookery competition and the 
presentation of two guide books: the first edition of a book of farmhouse 
recipes and the 1990 edition of rural tourism products "Bienvenue à La 
Ferme" (Welcome to the Farm). The Lozère Chamber of Commerce 
organized a conference on rural tourism, where the opportunities for 
development were studied within this region which suffers from 
depopulation. Other projects, such as an itinerary "In the Footsteps of R.L. 
Stevenson", are currently being studied. 
42 
4.4.2 Pilot Actions 
Some initiatives, due to their innovative nature, have become pilot actions 
which can serve as a model for other countries. These pilot actions concern 
the development of new products (new packages), the bringing together of 
operators at a European level, setting up of regional development plans, the 
formation of working parties and signposting. 
The "Village I Love" competition, organized by EUROTER (Tourism in 
Rural Europe Association), will give awards to the best initiatives and 
projects from local communities. This competition has already attracted 
300 entries from some 20 countries, and the judging will take place in early 
1991. It is intended to publish the results, which will serve as an example 
to local communities and provide a valuable pool of information. 
An association of rural communities within the European Community has 
been formed, and has prepared a charter aimed at developing rural 
tourism. 
Several holiday packages have been suggested, such as a 320 kilometre 
cycle ride to discover Flanders (an initiative of Westtoerisme in Flanders), 
or a green cross-frontier route linking some 200 kilometres of three 
different European regions; the Vosges, Alsace, and the Black Forest. The 
Government of the Canary Islands has proposed the development of 
several tourist trails, with signposts, information boards, and brochures to 
ensure their widespread promotion. 
The VAL association, the leading tour operator in the Massif Central and 
COPTOUR, organized a "Festival Europe 90".This was a major gathering at 
Super Liorant in Cantal, together with a seminar on the theme of 
'Tourisme d'Espace" (rural tourism). Festival Europe '90 gave the suppliers 
of services and facilities from the Auvergne the opportunity to meet 
European travel agencies and to initiate business cooperation. Following 
these exchanges, COPTOUR launched a project with a view to creating a 
European network for the promotion oi tourism in areas "far from the 
crowds, close to people". 
An examination of Spanish co-financed projects indicate that Spain is 
showing a growing interest in new forms oi tourism, in particular rural 
tourism. The aim is to develop alternatives to traditional seaside tourism 
which is suffering signs of a slowdown. Some initiatives have been 
developed by the Spanish regions such as: 
signposting of new mountain routes in Asturias; 
renovation of local rural dwellings and the promotion of rural 
tourism in the mountains of the Canary Islands; 
creation in Aragon of two regional offices for rural tourism whose 
aim is to inform local operators of the grants available for farm-based 
accommodation and to create and market rural tourism through a 
central reservation system. This is part of a four year plan which will 
focus on these two regions with a target of 150 dwellings (called 
"viviendas de turismo rural") and 600 rooms; 
43 
the Navarre community has concentrated on natural parks in the 
Pyrenees with a view to creating a public body with responsibility for 
organising tourist amenities in the national parks. 
4.4.3 Long-term Actions 
The numerous conferences on rural tourism held during the Year show an 
increasing interest in the subject. Several of these conferences have 
adopted resolutions calling for support from the European Community, or 
have initiated long term-projects, particularly with regard to cooperation 
amongst operators at European level. 
A European conference on rural tourism in Europe took place in Hungary 
in Kaposvar. The conference was organized by EUROTER, ECOVAST 
(European Council for the Village and Small Town), Telecottages and the 
Hungarian Association for Rural Tourism. It was supported by the Council 
of Europe and co-financed by the Commission of the European 
Communities. The objectives were firstly, to highhght the common 
marketing activities at a European level and secondly, to underline the 
opportunities for cooperation with the countries of central and eastern 
Europe. As a result of the conference, the Hungarian Association and the 
"Fédération Nationale des Gîtes de France" signed a cooperation agreement 
which provides for exchanges of experts and experience and the setting up 
of a central reservation system. 
In March 1990, at Saint Vincent in Italy, a European conference took place 
on "Agriturismo, Turismo e Mondo Rurale verso l'Europa del '93". The aim 
of the conference was to define, in conjunction with European 
organizations, a common strategy to present to the Community 
institutions. 
Furthermore, several co-financed projects devoted particular attention to 
the need to improve professionalism within rural tourism and to itensify 
cooperation between operators on a European level. 
The "Fédération Nationale des Gîtes de France" proposed a three year 
programme to define, with its European partners, a European concept for 
rural accommodation, to study common symbols, and to facilitate 
marketing of these products. This initiative, presented during the 
conference organized by EUROTER and the Council of Europe in 
Strasbourg in January 1990, has already led to the creation of the 
"European Federation of Farm and Village Tourism". 
The "Fédération Nationale des Pays d'Accueil"(National Federation for 
Rural Destinations) has put forward a scheme for tourism in rural areas 
divided into the following categories: horse riding, fishing, rambling, hotels 
and gîtes packages, and its promotion through the distribution of 
brochures. These proposals were put forward during the national meeting 
of the Federation and demonstrate: firstly, the necessary conditions for 
giving a new dimension to rural tourism, producing services of standard 
quality at competitive prices which will attract the major networks of tour 
operators; and secondly, to consider, with the European delegates, the 
implementation of the promotion of rural tourism and common tourist 
strategies. 
TER (Tourisme en Espace Rural) intends to promote the supply of tourist 
amenities of a cultural nature in rural areas. The aim is to make tour 
44 
operators aware of the need to safeguard and promote the cultural 
heritage, to create greater local cooperation in the supply of tourist services 
based on thematic geographical links and to stimulate cross-border 
cooperation in the offer of cultural products. Finally it will encourage 
tourists and make them aware of European cultural values. 
4.4.4 Conclusion 
These various initiatives reflect a consensus among organizations active in 
rural tourism which demonstrate the will and the need to organize the 
supply and marketing of rural tourism. It is clear that the operators and 
the pubhc authorities in the Member States, fully aware of the importance 
of rural tourism in the development of European tourism, are striving 
towards increased professionalism in order to respond fully to the demands 
of the clientele. These dehberations and initiatives are consistent with the 
objective set by the Commission in its communication on "Community 
Action to promote Rural Tourism". 
4.5 Tourism and Environment 
There is no doubt that the theme 'Tourism and the Environment" has been 
attracting increasing attention, both at the national and international level 
over the past year. 
The European Year of Tourism nas seen several developments in this area 
- the production by the World Tourism Organisation of a basic document on 
"Tourism and the Environment", the setting up of an "International Ethical 
Committee on Tourism and the Environment" by the Alliance 
Internationale de Tourisme, a report by the European Parliament on the 
problems of mass tourism. In the UK, a government Task Force on 
Tourism and Environment has been established, several Conferences and 
Seminars have taken up the debate and numerous Tourist Codes of 
Behaviour or Charters have been formulated by the tourism industry and 
pressure groups. 
The tourism industry itself is also aware that, since tourism depends upon 
the natural and cultural environment for its livelihood, the industry has to 
be actively involved in the debate to find solutions to the problems caused 
by tourism. 
4.5.1 The Environmental aims of EYT 
The Council Decision on an action programme for EYT points out that "the 
most serious problem confronting tourism in Europe is its over-
concentration in the high season, the congestion of transport and 
accommodation services as well as deterioration of the natural and man-
made environment and under-utilization of capital and human resources in 
the low season". It emphasises the importance of encouraging a better 
utilisation of the existing tourism infrastructure and equipment. 
The objectives of EYT therefore include "to promote a better distribution of 
tourism over time and location while respecting the quality of the 
environment, particularly by encouraging the staggering oi holidays and 
the development of alternatives to mass tourism and of new destinations 
and new forms of tourism". 
45 
4.5.2 Classification 
The difficulty of accurate classification of "environmental" projects must be 
mentioned since this category overlaps to a large degree with other actions 
which promote alternative, environmentally-friendry forms of tourism eg. 
brochures on rural tourism or "soft tourism ', cultural routes, cross-frontier 
green routes and cycle paths; also several youth activities, conferences, and 
promotional campaigns which also include "environmental considerations" 
as one of the major motivating factors. Several of these activities are 
described under the evaluation oi the relevant categories, but could also be 
considered as "environment" projects. 
Some forms of cultural tourism (which promote new areas and destinations 
away from the overcrowded and endangered cultural honeypots) and the 
development of cultural routes can, in many cases, also be considered as an 
environmentally-friendly form of tourism. Major conferences on urban 
tourism and conservation issues have also been discussed under the section 
on culture, although these must also be mentioned in the context of the 
evaluation of environmental projects, since their recommendations deal 
with the main problems caused by mass tourism on the built environment. 
4.5.3 EYT Projects 
An estimated ECU 500,000 was allocated to co-finance some 50 projects 
directly related to tourism and the environment during EYT. 
The Management Unit of EYT has taken all possible care to ensure that 
the major environmental issues were fully addressed during the European 
Year, and that the range of projects co-financed was broad and 
comprehensive, contributing to the exchange of ideas and the finding of 
common solutions in this area. 
At the same time the findings and conclusions from many of these projects, 
seminars and events are sufficiently important to be taken into account in 
the formulation of any future Community programme in the area of 
tourism and the environment. 
4.5.4 Short-term actions 
The varied selection of small-scale "environmental" projects cover a range 
from: youth exchanges in conservation work; the designation of a cross-
border national park between Hungary and Austria; the promotion of 
hiking holidays; a youth bicycle tour from Norway to "Ecotopia" in Hungary 
as a campaign for an environmentally responsible traffic policy and non­
destructive ways of tourism; a Conference to create an association of 
European Walled Towns as a forum to discuss common problems and find 
common solutions to environmental issues affecting walled towns; 
protection of the environment through tourism -in the Ionian, Greece; a 
project for protection of natural areas in Spain; travelling exhibitions on 
themes relating to the problems of tourism and environment; and a Green 
Exchange Conference in the UK. 
Many of the projects listed in this category, although they are primarily 
local or national and have a short-term impact in terms of tourism policy, 
46 
may nevertheless have significant longer-term consequences for the 
organisers, establishing a basis for future action in these areas. 
4.5.5 Pilot actions 
This category includes many interesting exemplary projects which could 
have significant long-term implications for the tourism industry at a 
European level. 
Amongst the most interesting of these is a German pilot project conducted 
by DSG, the catering services of German Federal Railways and the fourth 
largest catering concern in Germany. During a test period of two months, 
plastic crockery in the railway buffets was replaced by "edible" plates and 
containers (from a cereal base), which are suitable for human consumption. 
This not only helps reduce the huge amounts of plastic waste produced, but 
is also suitable for animal feed (as opposed to plastic waste which is not 
biodegradable). 
Pubhc and media reaction to the pilot scheme in Germany was almost 
totally positive. On the basis of this successful pilot scheme DSG is 
introducing a second generation of edible containers as part of the 
development of a broader, ecologically-friendly management policy for the 
catering sector. The success of such an ecologically-iriendly management 
scheme for the service sector could have important repercussions Europe-
wide. 
Pilot projects in the transportation area include a European Transit Route 
Guide (Reisewege Nord/Sud) produced by the Austrian working group 
"Besser Reisen" (Better Travelling). This project aims to help reduce 
accidents and reduce traffic on Europe's transit stretches by providing 
more resting and stopping places, better public information on how to 
travel safely through Europe and encouraging travellers (particularly 
families) to explore locations off the main motorways and reduce the stress 
of such long road journeys which often leads to unnecessary accidents. It 
forms part of a longer-term strategy to tackle this growing problem which 
is particularly significant for "transit" countries such as Austria. 
Another significant pilot project in Germany's famous Black Forest area 
aims to reduce the environmental damage to tourism beauty spots caused 
by the pressuré of visitor masses in summer and skiing in winter. This is 
being achieved through the introduction of shuttle buses from car parking 
areas to the summit of the Belchen mountain and severe restriction of car 
traffic in the high season and at weekends. The neighbouring Vosges area 
in France is also participating in this pilot scheme, which may ultimately be 
applied to other endangered areas in Germany. 
During EYT, "Friends of the Earth Baléares" conducted a series of 
successful campaigns on tourism/environment issues and municipal solid 
waste disposal in the Balearic Islands. Actions included recycling and beach 
cleaning operations and awareness-raising campaigns in schools and with 
the tourist industry. Literature in English, German and Spanish was 
distributed and presentations on the state of the islands' beaches were 
made to hotel managers, tour operators etc. Local authorities were 
successfully persuaded to take positive action to remove 115 "Black Spots" 
of illegal rubbish. During EYT, FOE Baléares, working on these campaigns 
with partners from the tourism industry and local authorities, have 
developed a constructive and active relationship to take positive action on 
47 
local environmental problems. Actions have also gained the active support 
of tour operators, the Touristic Union International and Thompson Group 
of Companies. 
Several interesting pilot schemes involve tourism training programmes on 
ecological issues, notably including cooperation with Eastern European 
countries. An Eco-camping training programme with Hungary, was held in 
Budapest in December 1990. Its aims were to encourage the development 
of camping and other friendly forms of tourism, and to increase the 
awareness of cultural operators in Hungary of the opportunities offered by 
camping activities to promote cultural exchanges and interaction. 
EYT Pilot seminars, such as The First European Training Seminar for 
Managers of Protected Areas, contributed towards improved exchange of 
information and the estabhshment of a European dialogue on how to 
tackle environmental problems caused by visitors. The seminar enabled 
managers of protected areas to obtain a concentrated view of the different 
approaches used across Europe in very different cultural, social and 
ecological systems, and to help identify long-term strategies and concepts 
for the management, development and protection of these areas. 
Other important pilot projects include a Dutch/German cooperation to set 
up a European Documentation and Information Network on Tourism and 
the Environment (ECOTRANS). The network will collect and process data 
which will be publicly available including information on environmental 
problems caused by tourism, concrete solutions for decision makers, 
examples of environmentally sound and socially responsible forms of 
tourism and contact addresses for tour operators, travel agents, study 
tours, educational group organisers etc. wishing to organise "soft tourism" 
hohdays. The ECOTRANS project was presented at ITB Berlin. 
4.5.6 Conferences and Seminars 
The number of international conferences held during EYT include three 
major conferences dealing with the impact of tourism on the urban 
environment. These events - the ICOMOS Conference on Heritage and 
Tourism (Canterbury, UK), the III. International Symposium on the 
Conservation of Ancient Monuments (Trier, Germany) and the First 
European Conference on Urban Tourism (Rennes, France) - all gave rise to 
important lists of recommendations with implications for future policy­
making in the field of urban tourism. These events are evaluated under the 
"cultural" heading, but are also relevant with reference to the particular 
problems involved in the development of urban tourism. 
These conclusions must also be analysed within the broader framework of 
tourism in urban areas, and related to the further development of the 
Commission's "Green Paper on the Urban Environment". 
Other smaller seminars held during EYT included a forum on "Soft 
Tourism", Todtmoos, Germany where local environmental problems and 
pilot projects associated with tourism in Germany's famous Schwarzwald 
(Black Forest) were presented and evaluated. The Forum also provided an 
opportunity to exchange practical experiences and discuss problems in the 
realisation of environmentally-friendly forms of tourism by groups actively 
involved in implementing similar pilot projects in other German Federal 
States. 
48 
Other international conferences on Tourism and the Environment are 
planned for 1991: Conference on the Interplay between Tourism and 
Environment, Aalborg, Denmark and TURAL 90 - Diseno Turistico y 
Proteccion de Espacios Naturales, Valencia, Spain. 
4.5.7 Conclusion 
National projects financed under EYT have contributed towards the 
establishment and marketing of "soft" or green tourism concepts, often in 
cross-border areas, and in raising awareness of the importance of 
preserving the environment while developing tourist facilities. 
Regarding the pan-European projects, it can be concluded that the majority 
have helped provide an important basis for the exchange of information 
between governments, local authorities, the tourism industry and pressure 
groups on environmentally acceptable forms of tourism. They have 
attempted to promote solutions to problems and have provided an 
important opportunity for people working on such issues throughout 
Europe to establish cooperation, new contacts and networks at the 
European level. 
Inevitably a proportion of the national projects financed during EYT in this 
sphere may enjoy a limited scope, but at local level they may have had a 
significant awareness-raising impact, as outlined above. 
The Commission should build on the experience gained through innovative 
projects. For example, the success of pubhc response to the German 
Federal Railways' ecologically friendly catering policy could well prove a 
model for the providers of hotel or transportation services throughout 
Europe. Information on successful exemplary schemes should be widely 
disseminated in order to stimulate hotels and the catering and travel 
industry to examine or find alternatives to material-intensive packaging 
and wastage. 
Regrettably there was no specific EYT Competition to encourage 
environmental consciousness within the tourism industry. Such a scheme 
could stimulate actions in this area The competition could be carried out 
within the broader framework of a future Community programme on 
Tourism and the Environment, either by the encouragement of good 
practice through Community "European" Awards or by financing pilot 
schemes in this field. 
Despite the importance of international conferences and seminars, there is 
no substitute for direct action, at national or European level. The 
Commission should only continue to co-finance important conferences and 
seminars which have as their aim positive resolutions or recommendations, 
the setting up of networks, or exchanges of staff and information, 
Earticularly at the European level. This would help to attain a proper 
alance between purely academic debate and exemplary actions. 
Smaller scale, direct, national actions should be supported in areas which 
experience a concentration of environmental problems caused specifically 
by tourism, for example, the Mediterranean. Such projects, which should 
involve co-operation between border regions, would complement actions 
under the MedSPA or ENVIREG programmes. 
49 
Staff exchanges, particularly with regard to the development of "soft 
tourism" should be further encouraged, in particular those involving the 
emerging economies of Eastern Europe who may find such forms of 
tourism not only more economically accessible but also set an example in 
raising the environmental awareness of tourists. The International Youth 
Hostels Association schemes to train staff e.g. "ecocamps" and other "grass 
roots" exchanges with regard to training, particularly those involving 
Eastern Europe, should be encouraged and further supported. 
50 
5. EC AND EFTA CO-OPERATION DURING EYT 
The six EFTA countries have participated fully in the European Year of 
Tourism on an equal footing with the 12 Member States. It is the first time 
that EFTA and the EC have co-operated on an equal basis in this way. The 
experiences from this Year have demonstrated that joint ventures in the 
field of tourism are in the interest of both parties, and can serve as a basis 
for joint action in the future. 
Within the framework of the European Year of Tourism, the EFTA 
countries have taken part in pan-European tourism projects involving two 
or more participating countries. 
There was also close co-operation with the EFTA countries in the field of 
social tourism, with the organisation of a European conference on tourism 
for the disabled in London. Cultural tourism and tourism in harmony with 
the environment are major priorities for the majority of countries involved 
in EYT. The EFTA countries have also been active in both fields, 
Earticularly in the organisation of pan-European projects with the Member 
tates on pan-European routes and environmentally-friendly tourism 
Eroducts. Moreover, joint promotion of our common European cultural 
eritage and its diverse landscape are also important elements in our 
campaigns to attract visitors from overseas. 
The EFTA countries have participated in all the competitions with the 
exception of the Vineyard Competition. The final of "Europe's Best Kept 
Village" was held in Norway. 
At the national level the competitions received extensive media coverage in 
the countries concerned. The media also showed great interest in the EYT 
Grand Balloon Tour, as well as in the programme of monthly activities in 
which the EFTA countries have been particularly energetic, arranging 
national events which also ensured good PR coverage for the European 
Year. 
Amongst the numerous tourism fairs attended by the Commission during 
EYT, TUR in Sweden was opened by the Director of DG XXIII. A Round 
Table discussion during ITB Berlin, involving the Commission, EFTA, the 
tourism industry and professional organisations, was also organised to 
mark the end of EYT and to discuss future co-operation with the EC's 
neighbouring countries. 
The co-operation during EYT between the Community and EFTA countries 
was very satisfactory. The tourism industry and the EFTA countries 
expressed their wish to participate in the creation of a Community policy in 
the field of tourism, in particular within the framework of the negotiations 
on the European Economic Space and the Europe of 1992. Within the 
framework of the Council of Europe complementary actions have been 
pursued during the European Year of Tourism with these countries which 
are also members of the Council. 
51 
The next step will be to ensure that this co-operation continues beyond the 
European Year of Tourism. Discussions have already succeeded in setting 
up an organisational structure to allow the exchange of information and 
opinions on a future European tourism policy. 
This subject will be a matter for discussion at the closing ceremony of the 
European Year of Tourism in Luxembourg on 29 April 1991, for which a 
meetmg of ministers of the EC and EFTA countries has been arranged. 
52 
6. CONCLUSIONS 
Although the European Year of Tourism has not yet ended, the great 
majority of activities have already been carried out and are sufficiently 
representative to allow for a significant evaluation to be made. 
During the meeting of 11 February 1991 in Brussels, the Steering 
Committee of EYT declared their unanimous satisfaction with the results 
obtained during the course of the Year. 
This global evaluation applies to the two main themes of the Year which 
were: to underline the economic and social importance of the tourism 
sector, and to contribute to preparing for the establishment of the large 
area without frontiers, turning the integrating role of tourism to account m 
the creation of a people's Europe. 
The Year contributed, on the one hand, to reinforce links between national, 
regional and local administrations, the professional organisations and the 
representatives of the industry on the one hand and, on the other, to carry 
out specific actions in accordance with the objectives defined by the Council 
Decision. 
Furthermore, taking into account the multi-disciplinary nature of this 
sector, a broad cooperation was instituted between the various Commission 
services in terms of information and communication (notably by means of 
the network of correspondents in the offices of the Community), 
environment, social and regional policy. Besides this, joint actions were 
conducted in the organisation of conferences, tourism fairs, seminars and 
working meetings. 
With regard to specific actions carried out on the themes indicated in the 
Council decision, these were studied with particular attention during the 
course of the Year on the basis of concrete projects on youth tourism, 
cultural tourism, social tourism, rural tourism, tourism and the 
environment. The real substance of the Year is reflected in the projects 
with more long-term effects. 
In the field of youth tourism numerous projects and initiatives 
demonstrate the interest of this sector of the population, which is geared 
towards increasing their knowledge of the different cultures and lifestyles 
throughout Europe, and towards activity holidays. The Eurotrain project, 
the most important of this Year, united young people under the slogan 
"One Train, one Europe, one Youth", which aptly sums up the spirit of 
youth tourism in Europe. The facihtation of travel for young people and 
their access to European culture, which is essential for the construction of a 
Europe without frontiers, was encouraged. Youth hostel projects consisted 
in establishing an information programme for young people from Eastern 
European countries travelling to the West for the first time, and also 
consisted of organising exchanges between youth hostel personnel from the 
various countries. A meeting or youth from East and West brought together 
more than 350 young people from 25 different countries within the 
53 
framework of a seminar which studied travel by young people and its 
repercussions on the European tourism market. 
Cultural tourism was likewise the object of a great mobilisation of 
efforts, notably in the development and promotion of European cultural 
itineraries such as the Route of St. Jacques of Compostella, the Baroque 
Routes, and the Celts in Europe. Cooperation between the various different 
European regions also achieved through the production of a guide of the 
cultural itineraries of the European regions. The projects which were co-
financed contributed towards increasing the awareness of Europeans of 
their common roots and ancient cultures as well as their current day 
lifestyles. They also permitted the identification of a number of areas in 
which action is necessary: more effective information policy, the institution 
of cooperation and setting up of networks at the European level, exchanges 
of experience, and improvement of the reception of tourists by museums. 
The cooperation of the EFTA countries in this context was greatly 
appreciated by the Member States. 
Initiatives in the field of social tourism, whilst limited in number, proved 
to be of high quality, notably those in favour of single-parent families, 
disabled and elderly people. The Conference 'Tourism for All in Europe" 
will have positive repercussions for the improvement of access to tourism 
facilities by disabled people and for cooperation in this field at the 
European level. 
With reference to rural tourism, likewise great activity by the 
organisations in charge of its development was evident during the course of 
the Year, both at the level of national and pan-European projects as well as 
conferences organised to improve the quality of products an offer in rural 
areas and their promotion. The operators in this sector showed their 
willingness to increase their professionalism and to give a new dimension 
to rural tourism in Europe which, if it is not already well known, is 
becoming the object of increased interest. The Year gave rise to a 
regrouping of organisations at the European level in the creation of the 
"Fédération Européenne du Logement cnez l'Habitant, à la Ferme et au 
Village". A European competition was also organised to reward the best 
activities carried out in this sphere by local authorities. Spain, Italy and 
France were particularly active in this field. 
Consideration of environmental issues in the development of 
tourism met with lively interest. Numerous pilot projects contributed 
towards the development and promotion of "soft" or ecologically-friendly 
forms of tourism, and to increased awareness by those involved in tourism 
of the necessity for the preservation of the environment in the 
development of tourism infrastructure and services. Information networks 
were supported with the aim of stimulating the exchange of experience in 
this field, which is fast becoming a priority area for numerous Member 
States. 
Besides these specific activities, numerous promotional activities were 
carried out in order to respond to the raison d être of the Year, which was 
to draw attention to tourism, its growth and the need to make this more 
apparent. The logo proved to be an excellent media tool for promotion of 
EYT, allowing for the visual association of the Community with the 
activities taking place within the framework of the Year. In view of its 
success, this logo will be registered. 
54 
The horizontal character of the activities was evident in the context of the 
projects involving pan-European cooperation, for example in the field of 
exchange of tourism information office personnel and exchanges of 
experience. 
Without any doubt, the Year has allowed the Commission to establish and 
maintain a large number of contacts with the responsible bodies, both 
pubhc and private, at local, regional and national level as well as at the 
European level. These contacts form the preconditions needed to establish 
a network for information exchange, which is necessary for all coordinated 
actions in the field of tourism. 
It must also be noted that EYT fulfilled a pioneer role in including the 
participation of the EFTA countries, thereby increasing the number of 
countries involved from 12 to 18. The Commission also sustained excellent 
relations with the Council of Europe which carried out parallel activities, 
particularly successful in the field oi European cultural itineraries. 
Certain inherent difficulties in an operation of such dimensions were 
observed at the start of the Year. However, these vanished as the Year 
progressed. 
The Year, whilst increasing awareness by the general pubhc as well as 
operators to the economic and social interests of the sector, has provided a 
basis for new cooperation and has created a fertile soil, indispensable for 
the development of measures in the field of tourism. Also, in the hght of 
the success enjoyed by some initiatives, a follow-up to the most significant 
and deserving projects will be made, in order to gain maximum benefit 
from this irreplaceable experience. 
The evaluation of the activities carried out during the European Year of 
Tourism will be taken into account in the development of the Community 
action plan in the field of tourism which the Commission will present very 
shortly. 
ANNEX 
SUMMARY OF RESOURCES AND EXPENDITURE OF THE EUROPEAN YEAR OF TOURISM 
Available 
Resources 
Expenditure 
Management 
Consultancy 
services 
Promotion 
Competitions 
Projects 
TOTAL 1989 
B 5870 
2.381.997 
239.400 
295.833 
882.142 
964.622 
2.381.997 1990 
B 5870 
594.086 
594.086 
594.086 1990 
A 3052 
4.600.000 
406.650 
352.718 
948.936 
246.157 
2.635.248 
4.589.709* 1990 
HB A3052 
566.374 
41.900 
339.200 
103.843 
484.943** TOTAL 
8.142.457 
687.950 
648.551 
2.764.364 
350.000 
3.599.870 
8.050.735 
* The difference between the available resources and the expenditure 
(10.291 Ecu) was not used. Consequently, this sum was rendered invalid. 
** The remaining sum from the EFTA contribution (81.431 Ecu) 
can be used in 1991. 


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