TRENDS AND SKILL NEEDS TRENDS AND SKILL NEEDS

IN THE TOURISM SECTORIN THE TOURISM SECTOR International Workshop International Workshop

29 - 30 April, 200429 - 30 April, 2004Halle (Saale), GermanyHalle (Saale), Germany

Research on tourism trends Research on tourism trends in Serbia and the transfer in Serbia and the transfer

into tourism educationinto tourism education

Jovan PopeskuJovan Popesku

PresidentPresident, CenORT – Centre for Responsible and Sustainable Tourism Development

Professor, Faculty of Tourism and Hotel Management

Belgrade, Serbia

Republic of SerbiaRepublic of Serbia

• • Population: 9,779,000 (1991)Population: 9,779,000 (1991)

•• Total area: 88,361 kmTotal area: 88,361 km²²

• • Capital: Belgrade 1,6 million inhabitantsCapital: Belgrade 1,6 million inhabitants

•• Part of Central, SE and CE EuropePart of Central, SE and CE Europe

• • On the crossroads of EuropeOn the crossroads of Europe

• • Main activities: Industry and Agriculture, more Main activities: Industry and Agriculture, more than 55% of GDPthan 55% of GDP

• • Tourism: 2,3% of GDP, 3% of total employeesTourism: 2,3% of GDP, 3% of total employees

Serbia - Tourism Figures Serbia - Tourism Figures 1980-20031980-2003

19801980 19851985

19901990

19931993

19991999

20020033

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43284328 47464746 39439499

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tsts ((000000))

1202120288

1389138977

1164116477

14691469

68686868

18318354675467

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ReceiptReceipt

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// // 414414 // 17,917,9 159,159,77

Serbia - Tourism Serbia - Tourism Development 1989-2000Development 1989-2000

■■ Decrease of total tourism arrivals Decrease of total tourism arrivals 4747..9%, domestic 379%, domestic 37..8%, foreign 828%, foreign 82..4%,4%,

■■ Decrease of foreign currency income Decrease of foreign currency income 9393..6%6%

■■ Fall of the share in total investments Fall of the share in total investments (from 2(from 2..3% to 03% to 0..5%),5%),

■■ Fall of the share in total foreign Fall of the share in total foreign currency income from 5currency income from 5..8% to 18% to 1..7%7%

■■ Average use of the total Average use of the total accommodation capacities 24accommodation capacities 24..8%8%

Serbia - Tourism FiguresSerbia - Tourism Figures

1990 – 116.500 beds, 37.700 in hotels1990 – 116.500 beds, 37.700 in hotels

2000 – 91700 beds, 35000 in hotels2000 – 91700 beds, 35000 in hotels In 2003 comparing to 1990 Serbia In 2003 comparing to 1990 Serbia

reached 37,2% of foreign tourism reached 37,2% of foreign tourism traffictraffic

■■ According to the market research According to the market research (September 2003) only 15% of foreign (September 2003) only 15% of foreign visitors come to Serbia for leisurevisitors come to Serbia for leisure

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism ProductTourism Product

StrengthsStrengths–– Diversity of Diversity of the the tourism producttourism product–– Richness of cultural heritageRichness of cultural heritage– – Unspoilt natural sceneryUnspoilt natural scenery– – Strategic location on the cross-Strategic location on the cross-

road of Europe and Asia road of Europe and Asia – – Hospitality of the peopleHospitality of the people

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism ProductTourism Product

WeaknessesWeaknesses– – Lack of attraction development Lack of attraction development – – Highly concentrated Highly concentrated

accommodation supplyaccommodation supply– – Few professional operatorsFew professional operators– – LLack of general as well as of ack of general as well as of

special tourism infrastructure, special tourism infrastructure, especially in the underdeveloped especially in the underdeveloped areasareas

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism ProductTourism Product

OpportunitiesOpportunities– – Existence of the tourism products already Existence of the tourism products already

experienced at the international tourism experienced at the international tourism market (Belgrade, Kopaonik, monasteries)market (Belgrade, Kopaonik, monasteries)

– – Rise of activity and special interest Rise of activity and special interest tourism tourism

– – Emergence of environmentally-conscious Emergence of environmentally-conscious tourismtourism

– – Mixing unspoilt nature with highly Mixing unspoilt nature with highly developed activities/sports developed activities/sports

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism ProductTourism Product

ThreatsThreats–– lack of the appropriate national,

regional and local structures dealing with development, management and promotion in the field of tourism

– – Uncontrolled tourism facility Uncontrolled tourism facility developmentdevelopment

– – Lack of adequate infrastructure Lack of adequate infrastructure development to match tourism development to match tourism projectionsprojections

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism Marketing and Tourism Marketing and

PromotionPromotion StrengthsStrengths

– – Proximity to the highly promoted Proximity to the highly promoted destinations in the regiondestinations in the region

– – Ease of packaging with other Ease of packaging with other nearby destinationsnearby destinations

– – Growing interest by Growing interest by international hotel brandsinternational hotel brands

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism Marketing and Tourism Marketing and

PromotionPromotion WeaknessesWeaknesses

– – Negative image due to recent Negative image due to recent past (political turmoil, war)past (political turmoil, war)

– – Under-funded marketing effortsUnder-funded marketing efforts

– – Lack of an integrated national Lack of an integrated national marketing and promotion planmarketing and promotion plan

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Tourism Marketing and Tourism Marketing and

PromotionPromotion OpportunitiesOpportunities– – Development of a distinctively positioned Development of a distinctively positioned

Serbian tourism brandSerbian tourism brand

– – Joint marketing initiatives within regionJoint marketing initiatives within region ThreatsThreats– – Political positioning overshadowing tourism Political positioning overshadowing tourism

developmentdevelopment

– – Lack of adequate tourism product and Lack of adequate tourism product and infrastructure development before product is infrastructure development before product is readyready

Product-group Product-group developmentdevelopment

Serbia is non-traditional tourist Serbia is non-traditional tourist destinationdestination::

- Special interest tourism (ecotourism, rural - Special interest tourism (ecotourism, rural tourism, natural and cultural heritage tourism, natural and cultural heritage tourism-monasteries, adventurous tourism - tourism-monasteries, adventurous tourism - mountain biking, diving, etc.)mountain biking, diving, etc.)

- City tours (Belgrade, Novi Sad, etc.)- City tours (Belgrade, Novi Sad, etc.)- Recreational Tourism (lakes, mountains, - Recreational Tourism (lakes, mountains,

spas)spas)- Pre- and Post- Commercial Tourism - Pre- and Post- Commercial Tourism

(business people – short or longer stay)(business people – short or longer stay)

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Human ResourcesHuman Resources

StrengthsStrengths– – Naturally friendly/helpful peopleNaturally friendly/helpful people

– – Natural openness for foreigners and Natural openness for foreigners and Western way of lifeWestern way of life

WeaknessesWeaknesses– – Weak standard of service generally Weak standard of service generally

– – Lack of adequate training facilities Lack of adequate training facilities

SWOT Analysis – Serbia’s SWOT Analysis – Serbia’s Human ResourcesHuman Resources

OpportunitiesOpportunities– – Strengthen the local knowledge and pride in Strengthen the local knowledge and pride in

national heritage through integration of national heritage through integration of tourism into higher educationtourism into higher education

– – Continue to develop craft and management Continue to develop craft and management skills among Serbian, working with skills among Serbian, working with international tourism companies to ensure best international tourism companies to ensure best international standards international standards

ThreatsThreats– – Discouraging image of tourism sector in Serbia Discouraging image of tourism sector in Serbia – ‘– ‘Brain drain’ of skilled employees abroadBrain drain’ of skilled employees abroad

Tourism educationTourism education

Education with tradition in Education with tradition in SerbiaSerbia

Network of secondary schools Network of secondary schools (4), colleges (3) and faculties or (4), colleges (3) and faculties or departments (5)departments (5)

Lack of appropriate professional Lack of appropriate professional work during education (colleges work during education (colleges and faculties)and faculties)

Service qualityService quality Training and education - crucial to achieve Training and education - crucial to achieve

the desirable service qualitythe desirable service quality improve improve knowledge and skills of the employed in the knowledge and skills of the employed in the tourism industrytourism industry

Training should be in accordance with theTraining should be in accordance with the expected trends in tourismexpected trends in tourism Special target groups: employees laid off Special target groups: employees laid off

during the process of privatization, current during the process of privatization, current employees in traditional tourism, employees employees in traditional tourism, employees in the areas which can expect a rapid growth, in the areas which can expect a rapid growth, entrepreneurs, newcomers and first-time job entrepreneurs, newcomers and first-time job seekersseekers

Tourism quality seminarsTourism quality seminars

To support tourism development and its To support tourism development and its competitivenesscompetitiveness

To be planned and supported by GovernmentTo be planned and supported by Government For 2004 – NTOS planned seminars for For 2004 – NTOS planned seminars for

managers and employees of tourist boards managers and employees of tourist boards on use of IT, study tours – management of on use of IT, study tours – management of tourist destinationstourist destinations

Training is particularly important for Training is particularly important for different types of special interest tourismdifferent types of special interest tourism

Lack of specialized trainers for tourismLack of specialized trainers for tourism

Training – main goalsTraining – main goals Main goals to be achieved by training as seen Main goals to be achieved by training as seen

by European Union - attracting skilled labor by European Union - attracting skilled labor to the sector, retaining and developing skilled to the sector, retaining and developing skilled labor in the sector; supporting enterprises at labor in the sector; supporting enterprises at regional and local level for improving regional and local level for improving competitiveness, which should be achieved competitiveness, which should be achieved through:through:

- Permanent observatory on learningPermanent observatory on learning, , employment and labor environment in the employment and labor environment in the tourism sectortourism sector

- 'Handbook for learning areas in the tourism 'Handbook for learning areas in the tourism industry'industry' – practical guide for action– practical guide for action

Role of the CenORTRole of the CenORT

RResearch, developesearch, developmentment and promotion and promotion ofof tourism that supports responsible and tourism that supports responsible and sustainable use of resources, nature and sustainable use of resources, nature and environmental protection and the environmental protection and the protection of cultural heritage and protection of cultural heritage and landscapeslandscapes

CCreation of a partnership network in reation of a partnership network in order to contribute to the creation of order to contribute to the creation of rural and ecotourism products, to its rural and ecotourism products, to its promotion and salepromotion and sale

Role of the CenORTRole of the CenORT

Education of stakeholders in rural Education of stakeholders in rural and ecotourismand ecotourism

Projects to develop supply, Projects to develop supply, accommodation, attractions and accommodation, attractions and activities, especially in rural tourism activities, especially in rural tourism and ecotourismand ecotourism

Member of European organizations: Member of European organizations: ECEAT and EuroGitesECEAT and EuroGites