Opinion of the European Committee of the Regions – Promotion of roots tourism for sustainable local revitalisation
Date: 2024-10-08
Institutions: Commission for Natural Resources, European Committee of the Regions
Subjects: family relationship, investment, less-favoured region, regional development, rural region, tourism, urban renewal








C_202407060EN.000101.fmx.xml












Official Journal of the European Union


EN
C series













C/2024/7060


4.12.2024






Opinion of the European Committee of the Regions – Promotion of roots tourism for sustainable local revitalisation
(C/2024/7060)














Rapporteur



:


Giuseppe VARACALLI (IT/Renew Europe), Member of Gerace Municipal Council








I.   POLICY RECOMMENDATIONS

THE EUROPEAN COMMITTEE OF THE REGIONS (CoR),








1.


points out that regions, cities, towns and villages have a crucial role to play in developing sustainable tourism, a role which is particularly important given that the relevant resources, social and cultural sustainability and quality of life are being jeopardised in many tourist destinations. Despite the recent pandemic and the challenges facing so many regions, the EU – which has seen major waves of emigration, albeit for a range of reasons – is still the most visited place in the world;












2.


calls for decisive action to revitalise regions, cities, towns and villages, as well as geographical areas that are territorially homogeneous in terms of their natural resources, heritage and culture, which can generate tourist flows and have a distinct tourism identity. This could include developing sustainable tourism which leverages their comparative advantages (specifically cultural and natural heritage, traditions and contemporary culture) and strengthening Europe’s global image, drawing on our resources and deeply rooted values which are the result of centuries of cultural exchanges, integration and diversity;












3.


emphasises the need to prioritise less developed regions in sustainable tourism strategies. Calls for targeted investments and support to these areas to enhance their tourism infrastructure and capacity. This includes developing local heritage sites and promoting unique regional attractions that can attract visitors while contributing to local economic development and reducing regional disparities;












4.


points out that it is important to link up tourism policies with strategies for other policy areas in order to ensure that they are efficient and successful. By integrating key sectors such as sustainability and accessibility, tourism policies can be planned, digitalised and rolled out more effectively, consistently and comprehensively. By promoting cooperation and coordination between policy areas, governments can enhance the overall impact and sustainability of tourism initiatives on the ground;












5.


roots tourism can strongly contribute to maintaining and promoting identities through experiences at heritage sites, national symbols, cultural activities and culinary customs;












6.


recommends integrating reskilling and upskilling programmes for local communities as part of tourism development initiatives. Such programmes should aim to equip local residents with skills necessary for the tourism industry, including hospitality management, digital marketing, and heritage conservation. By enhancing local skills, regions can better manage tourism growth and provide high-quality services to visitors;












7.


recommends considering the various types of tourism. ‘Roots tourism’ should be seen as a key driver of cultural and economic development, as demonstrated by studies carried out by a number of Member States which are engaged, most successfully, in promoting this sector;












8.


considers that roots tourism based on origins, ancestry and dedicated itineraries can spread the benefits to all local communities, particularly those without the traditional tourist fare of sea, snow and cultural heritage, and so open up new opportunities for economic development. Roots tourism shifts the focus towards less popular destinations and can offer more enriching and authentic experiences. It can encourage tourists to visit out of season and discover cities, towns and villages which are off the beaten track and need tourists and the money they spend; in this regard, the more negative impacts of overtourism can be reduced, which can pose some serious challenges for local authorities such as noise pollution, overcrowding, increased waste, and increasing house prices;












9.


asks the European Commission and the Members States to explore ways of financing actions and programmes which support sustainable and roots tourism;












10.


again calls on the European Commission to push ahead with the Sustainable and Smart Mobility Strategy, with due emphasis on intermodal transport combining various forms of transport as a way to reach all urban areas and regions across Europe, thus fostering territorial and social cohesion. A fully integrated, seamless system of multimodal mobility is crucial for developing sustainable tourism;












11.


welcomes the results of the transition pathway for tourism and is pleased that the Council of the European Union has adopted the European Agenda for Tourism 2030.





Links with policy priorities









12.


draws attentions to the ‘Roots Tourism’ project that Italy launched in 2023, financed under the National Recovery Plan, which aims to persuade tourists whose family originally came from Italy and who now live around the world to come and visit their parents’ and grandparents’ home and involves directly small sized municipalities. To date, only Italy, Ireland, Spain and Germany have recognised the potential of the human capital represented by people of European ancestry scattered throughout the world. There are millions of them, many of whom may never have set foot in Europe but are familiar with it from what they have been told. Roots tourism is a subcategory of ‘visiting friends and relatives’ (VFR), which itself is the oldest reason for travelling and still the number two reason (after simply going on holiday) for travelling to many top destinations;












13.


considers that, in view of the figures on roots tourism, it is important to step up the long-term strategic partnership with the European Travel Commission established by the European Commission in 2011, which aims to promote and maintain Europe’s position as the world’s leading tourist destination, by striving to support the sector’s sustainable competitive development and by launching economic measures to promote and develop roots tourism. An example of a sustainable destination is the Way of St James (Camino de Santiago), which stretches from the furthest reaches of Europe and creates a network of people, encounters and experiences that develop a sense of community. It consists of miles of different pathways across Europe;












14.


points out that tourism enables areas to diversify their economies, becoming less dependent and more resilient. Roots tourists are looking for culture and heritage, education and learning, family and ancestry, and these aspects are in line with smart working and retirement projects which could revitalise areas in demographic decline;












15.


many of Europe’s rural areas are facing demographic decline and significant brain drain and therefore mainstreaming demographic concerns into policy areas such as roots tourism by promoting the importance of drawing tourists to their place of birth could help tackle the issue;












16.


calls for initiatives that engage young people in tourism development, particularly in rural and less developed areas. This includes creating opportunities for youth entrepreneurship in tourism, providing training in tourism-related fields, and involving young people in the preservation and promotion of local cultural heritage. By investing in the younger generation, regions can foster long-term sustainability and innovation in tourism;












17.


considers that being able to spread out tourist numbers across different, longer periods of the year is a key advantage. It is an opportunity to offer different local products to this highly place-based customer base and promote a unique tourism experience, also by attracting visitors from different backgrounds and with varying interests, while combating the harmful effect of overtourism. Accessibility and connectivity will grow if there is a strong focus on promoting the use of trains, a form of transport which is well developed in Europe, and other forms of sustainable transport;












18.


stresses the need for sustainable investments in transport infrastructure, leisure facilities and cultural attractions in these areas: this will improve quality of life for local residents as well as giving tourists a better experience;





The specifically local and regional dimension









19.


points out that the promotion of roots tourism has a strong local and regional dimension: it involves preserving, restoring and promoting the landscape, nature, local traditions and cultural heritage. It can be beneficial for local businesses, such as shops and restaurants, boost business and be an incentive for start-ups. Efforts to promote roots tourism can also bolster local infrastructure and public services which would do a great deal to improve the lives of current residents and make other people think seriously about staying;












20.


highlights the importance of rural heritage-based development as a key strategy for enhancing local identity and tourism appeal. Supports efforts to integrate heritage conservation with tourism development, ensuring that local traditions, cultural practices, and natural landscapes are preserved and showcased. This approach not only strengthens the tourism offer but also contributes to the overall quality of life and economic vitality in rural areas;












21.


recommends prioritising sustainable tourism initiatives which promote high-quality employment opportunities and ensure equitable distribution of benefits in regions and rural areas. This entails sustainable investments in infrastructure, skills training, and community-based programmes. Equitably distributing tourism revenue among local communities not only fosters sustainable economic development but also preserves cultural heritage and enhances overall quality of life;












22.


in major and capital cities, where global tourism is one of the driving forces of development, it is particularly important to develop roots tourism initiatives through appropriate communication strategies that encourage relatives and students to learn about the tangible and intangible heritage (archaeological, historical, cultural) of their ancestors, while promoting local service and product providers and combining the provision of goods and services from the third sector with tourists’ knowledge of their family history and culture of origin;












23.


promotes community-based tourism initiatives that empower local communities, including indigenous peoples and minorities, while respecting their traditions and protecting their rights and territories; emphasises the importance of preserving cultural heritage, ensuring the rights and livelihoods of local populations, and fostering sustainable economic development by directly benefiting the local population through tourism;












24.


notes that in Sweden, many tourists are interested in genealogy and archives. Consequently, without developing mass tourism and so without excessive amounts of new infrastructure, genealogists and historians can be brought in and local residents themselves can get involved, talking about the local area and feeling proud that they live there. Very interesting initiatives, such as the ‘The Gathering Ireland 2013’ or the project ‘Italiani nel mondo’ promoted by the municipality of Cleto (CS) in Calabria (Italy), could help to create databases of genealogical and intergenerational links and thus be important resources to attract roots tourists;












25.


calls for the various parties to work together to raise awareness and provide training for the local communities and tourism operators on the subject of roots tourism. This can start with responding to requests for help with tracing families of people interested in roots travel, in cooperation with the municipal authorities and local churches or other civil society organisations;












26.


feels that, in cooperation with regions, municipalities and other public and private stakeholders active at local level, steps should be taken to equip interested parties with information on their local area. This should be available via a digital platform set up to promote services for roots tourists. Moreover, it is particularly important to promote the digitalisation of archives and the use of advanced technological platforms enabling tourists to reconnect with the places where their relatives lived, worked or studied;





General comments









27.


notes that roots tourism should be viewed as innovative and rewarding for all European countries that have seen part of their population leaving for new horizons since time immemorial. There are millions of potential tourists who have never set foot in their country of origin but who could be interested to travel there if the appropriate services and information is made available to them. It is very important that the European tourist destinations with the strongest links to roots tourism run communication and promotion campaigns in markets considered to be potential sources of roots tourism to Europe, in particular South America, the US and Canada. To that end it is essential to have the support of communities established abroad, organised through their own establishments or centres, given that these are powerful driving forces in strengthening the social, cultural and economic ties that exist between countries of emigration and those of immigration;












28.


encourages the development of specific programmes aimed at engaging youth and families in rural cultural activities. These programmes should include educational workshops, cultural festivals, and community projects that foster local traditions and creativity. By involving younger generations and families, rural areas can strengthen community bonds and ensure the sustainability of cultural practices, thereby contributing to both social cohesion and economic development;












29.


points out that, given the sheer diversity of geographical areas across the EU and their specific needs and strengths, roots tourism can have a major impact on them – particularly if it is acknowledged as a significant economic and social driver and if these areas manage to lay the groundwork for it. Consideration should be given to training staff and providing a wide range of services from sustainable mobility to classes on cooking and wines, from guided visits to promoting tangible and intangible assets and providing language classes;












30.


urges the implementation of targeted measures to address the challenges faced by disadvantaged groups in accessing cultural services. This includes improving infrastructure in remote and underserved areas, providing financial assistance for cultural participation, and creating inclusive cultural programmes that cater to diverse needs. By focusing on equal access and reducing barriers, the aim is to enhance cultural engagement and reduce social inequalities in rural regions;












31.


points out that initiatives building on environmental sustainability and digitalisation are needed to revitalise villages and rural areas through sustainable development dynamics, renovating abandoned housing and infrastructure and giving priority to local providers of services and goods; such initiatives may incentivise some roots tourists to seek more permanent connections with the territories connected to their families, which could in turn stimulate local development, also thanks to smart working;












32.


notes that people may travel to the place their family came from for reasons of sentiment, because they want to know who they are or where they belong, because they want to know more about their family background or the places they have heard about in family tales or books. They may need to go there for practical reasons, because of family obligations or because of retirement plans or investment projects which could help revitalise those local communities;












33.


points out that visiting friends and relatives is considered to be the sleeping giant of the tourism industry. Up to 48 % of tourists around the world travel for this reason, even if they also describe the trip as a holiday.












34.


believes that it would be useful to establish a network of capital regions to promote vital roots tourism, connecting European capitals with their respective regions;






Brussels, 8 October 2024.


The President


of the European Committee of the Regions

Vasco ALVES CORDEIRO
               





ELI: http://data.europa.eu/eli/C/2024/7060/oj
ISSN 1977-091X (electronic edition)