Transcript TSA Montenegro case

Montenegro’s
Tourism Satellite
Account
Goranka Lazovic,
Ministry of Tourism and Environment
of Montenegro,
Slovenia, Dolenjske Toplice
17-18th October 2007
TSA Montenegro case
• Key results are:
- For the fourth consecutive year, Montenegro has been ranked by WTTC
among the world’s top three destinations in terms of forecast travel &
tourism growth over the coming decade
- The contribution to GDP has risen steeply over the past three years as the
growth in the number of visitor, their spending and the investment
spending to support them has exceeded expectations
- Further rapid growth is expected over the coming decade, with the
contribution of travel and tourism set to rise to over 27% of GDP while
employment increases to more than 40,000 persons (25% of total
employment)
- Near-term growth is driven by investment opportunities already in train,
whilst foreign visitor numbers and spending will continue to expand at
double-digit rates
TSA Montenegro case
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The first TSA report was prepared for Montenegro in the period end of 2003
to the begging of 2004 contented annual data for 1988 – 2002
The TSA was based upon application of derived travel and tourism ratios or
weights to detailed sector’s breakdowns of the main items of the national
income accounts – consumption, investment, government spending,
exports, imports and employment
The TSA was updated in December 2004 to add information then available
for 2003
In February 2007, the TSA was again updated for information available for
2004, 2005 and for 2006, in order to take into account the rapid
development in Montenegro tourism over the past few years
The forecast for the next ten years was then reviewed, in order to
policymakers be better informed– both in government and the private sector
TSA Montenegro case
Montenegro Travel & Tourism Economy, 2006
Euro mn
Personal consumption
86,6
Business travel
11,2
Corporate
9,4
Government
1,8
Visitor exports
287,8
Govt individual spending
1,1
Tourism consumption
386,8
Govt collective spending
19,0
Investment
90,4
Merchandise TT exports
22,8
Total Tourism Demand
519,0
less imports
190,0
Tourism economy GDP
329,0
Memo:
Tourism Employment (000s) 24,5
6,4% of total consumption
0,3% of govt consumption
68,0% of service exports
0,2 of govt consumption
3,4% of govt consumption
20,0% of investment
4,3% of goods expors
12,0% of imports
18,0% of GDP
16,0% of total employment
TSA Montenegro case
Importance of travel & tourism measuring
(through the TSA’s basic concepts):
• Objective is to measure the contribution of travel and tourism to
economy activity
• The conventional figures underestimate the sector’s overall
importance
• This results in underinvestment in tourism and inadequate emphasis
in policymaking
• The account is drawn up in an analogous way to the regular
National Income Accounts
TSA Montenegro case
Towards
for New Sustainable Tourism:
• raising awareness of the importance of Travel & Tourism
• promoting synergies between the public and private sector
• generating profit as well as protecting natural, social and cultural
environment
TSA Montenegro case
INDUSTRY MEASUREMENT
• The need for an annual TSA
• Developing a TSA on an annual basis so that adequate data is
available to factor Travel & Tourism into economic and employment
strategies
TSA Montenegro case
ENVIRONMENTAL SUSTAINABILITY
National Parks and spatial planning
- recommendations the introduction of a fee to enter National Parks
to reinvest in the Parks’ upkeep and staff training
- suggestions that training for the municipalities in terms of spatial
planning is provided as a matter of urgency given that they are now
in charge of deciding their own plans
- supports the Ministry of Tourism and Environment’s framework of a
‘home-built’ architectural brand for the north of the country to blend
in with the existing environment and to incorporate energy efficient
building technologies
TSA Montenegro case
MARKET AND PRODUCT DIVERSIFICATION
• Spreading the benefits of tourism
• Diversifying into niche products
• Developing central region tourism
• MICE market
• Gastronomic and Agro tourism
• Spa wellness and medical tourism
• Catering to the cruise and yachting market
• Using new technologies to market the product offer
TSA Montenegro case
T&T Accounts as % of National Accounts
(Estimates for 2007
2017):
- Personal T&T
7,08
7,82
- Gov’t Expenditures
3,48
3,58
- Capital Investment
25,80
23,40
- Exports
34,10
44,80
- T&T Imports
13,10
19,50
T&T Industry Aggregates (Direct Impact Only)
- Employment
9,64
- Gross Domestic Product
10,70
15,30
16,60
T&T Economy Aggregates (Direct and Indirect Impacts )
- Employment
18,70
25,00
- Gross Domestic Product
20,70
27,10
TSA Montenegro case
Conclusions:
•
The Government of Montenegro recognize Travel & Tourism as a
top priority, ensuring adequate funding for the Ministry of Tourism
and Environment;
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Business must balance economics with people, culture and the
environment and
•
All stakeholders must share in the pursuit of long-term growth and
prosperity.
THANK YOU
for your attention!