Background

The project originated from the Lead Partner, the Naples Chamber of Commerce, which is currently working with the regional and local authorities to develop sustainable tourism as a key factor for long-term growth in the Region. The Regional Operational Programme and the Italian Interregional Environment, Culture and Tourism Operational Programme have identified sustainable tourism as a key sector for investment.

The aims of the Lead Partner are shared by the other partners - in line with the European Commission Communications “Agenda for a Sustainable and Competitive European Tourism” (2007) and “Establishing an Environment Strategy for the Mediterranean” (2006) – in particular, the increasing need to establish attractive, highly competitive tourism poles, subject to global competition, seeking new segments of the markets and extending the season while protecting its unique natural and cultural heritage. All these common needs and constraints have provided the driving force for the partnership, in drawing up the project. The territories include both fragile coastal systems and different size islands, well reflecting the diversity of the Mediterranean tourist system. The partners have all expressed interest in finding common solutions and models for a total quality tourism approach. All partners also identified the networks they will use to disseminate the impact and results of the project and the mainstreaming possibilities at regional level.

Consolidated studies in the partner areas show that the fragile coastal and island MED territories are suffering from the intense tourism “sun and beach” model, which is placing unsustainable pressure on the natural environment and is unable to face the challenge of global competition and an increasingly selective market segment. The sector is dominated by SMEs with little consolidated experience of cooperation with public bodies and no conception of integrated quality management frameworks which have a global impact on natural resources. Public-private cooperation is weak and needs to be fostered. Yet the potential for alternative forms of tourism, and extension of the season are immense, given the unique environmental and cultural heritage in the partner territories, providing appropriate market segmentation analysis (eg. ecotourism, wellness) and an quality supply is developed. The seasonal model and concentration of visitors in over-saturated areas risks irreversible environmental consequences for the MED area and its economic future if concerted steps are not take for a shared governance system for sustainable tourism in these fragile areas.

Naples: the area has a marked tourist vocation thanks to its unique natural and cultural heritage, but tourist flows are still concentrated in the summer months; moreover the potential of natural areas as tourist attractions is underexploited, as there is no structured, specialised supply (Federparchi, ISTAT). In short, poor innovative capacities and a lack of integration hampers the promotion of the system.

Greece: the unique natural and cultural heritage needs to be consolidated as a driver for growth. The two areas involved have already completed feasibility studies for cultural and natural routes and it is clear that shared integrated strategies need to be adopted for a balanced tourism supply in the Greek islands, focusing on sustainable tourism promotion outside the summer months and actively involving the stakeholders in the IQM process so they fully understand the economic importance of their natural assets.

In Spain, there is a need to develop a higher added value supply, extend the season and expand towards new markets and market segments. Studies by COEPA (2004, 2008) have pointed out the need to diversify the tourist offer exploiting Alicante natural and cultural resources, redistributing pressure from the mature coastline destinations. In Valencia province, the high fragmentation of the supply and lack of cooperation between public and private actors in concerted integrated strategies must be addressed. In Andalusia, if the current tourism model continues, its unique environment will be destroyed.

Marseille Provence: Reports by PACA (2006) & (IPSOS 2007) identified the poor quality of the supply and lack of customer welcome; this hampers tourism potential, which is also associated with the image problems of a highly populated urban area with water treatment and waste recycling weaknesses.