The Danube Delta Tourism Strategies for Coping with the Economic Recession

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The Danube Delta tourism
Strategies for coping with the economic recession

Specialization Project by Andrei Beno 4sokf

submitted to the Department of Hospitality and Tourism Management in accordance with the requirements for the Academy Profession degree under supervision of: Anna HammershøyNo. of characters: 43.740| 14th March 2011|

Table of Contents
1.Introduction3
2.Problem formulation4
3.Methodology, limitations5
3.1 Limitations5
3.2 Methodology5
4.Action Plan7
5.Funding8
6.PEST analysis.9
Political9
Economical9
Social10
Technological10
7.SWOT analysis11
Strenghts11
Weaknesses11
Opportunities12
Threats12
8.New market segment13
The Chinese tourist’s profile14
“Danube – Miracle of nature” package14
Marketing16
A first step: Beijing tourism Fair16
The market segment17
Control17
9.Parallel to the airline industry17
10.Conclusion19
Bibliography21

1. Introduction
The economic recession has taken the entire world by surprise for the last couple of years, and all types of industry had suffered from it. The tourism sector, which was continuously growing until the crisis begun, was highly affected. According to the World Tourism Organization (UNWTO Barometer, January 2010), in 2008 there were over 922 million international tourist arrivals, with a growth of 1,9% as compared to the previous year, 2007. Then, a year after the crisis hit, in 2009 the international tourists arrivals fell to 880 million, representing a world-wide decline of 4%, compared to 2008. Europe was the most affected, with a 6% decline. France, who is constantly the world leader in number of tourists arrivals, had 74.2 million in 2009, compared to 80.9 million in 2007, before the crisis. Spain also lost its second position in front of the United States. The UNWTO reports that started with the crisis, some major changes can be seen in tourism trends (UNWTO barometer – april update 2010). As seen from above, the most popular destinations like France, Spain, Italy, and the United Kingdom are constantly loosing tourists, which tend to focus on Asian countries, Eastern European states or North America. For example, since the crisis started, Ukraine and Malaysia entered the top 10 visited countries. This means tourists are searching for new, cheaper alternatives, which offer an overall better value for money. As seen from the above, the whole tourism sector was affected by the economic recession, but Europe suffered the most. In order for things to improve, some actions are to be taken. The European Union is aware of the importance of tourism in Europe, generating over 5% of the GDP, and providing jobs for around 10 million people. So the EU has increased its efforts in promoting the tourism growth of the member countries. On the 19th Nov, 2010, the vice president of the European commission for industry and tourism, Antonio Tajani presented the new action plan: “…To this end, the Commission today presents a concrete action plan. The action plan contains a clear roadmap for developing key actions such as the European Tourism Observatory, the Platform on Tourism and ICT and the European Quality Brand.” At the same press release, the commission released a framework for the member countries “Europe, the world’s No.1...
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