Travel Reference
In-Depth Information
As well as capitalizing on new, global
developments in order to attract quality busi-
ness tourism, many former Central and Eastern
European countries are in the process of re-
developing their health and wellness tourism
products, namely in the form of spas. Many of
these have traditionally had medical as well as
'aesthetic' properties (e.g. waters containing a
variety of healing minerals). This is perhaps a
unique selling point, as spas are becoming
somewhat ubiquitous on an international scale.
The landscapes and beautiful buildings in which
some of the spas are located (especially in
Hungary and the Czech Republic, for example)
also provide a cultural specificity which is not
typical of global hotel chain spas. A parallel
development in much of Western Europe has
been that of 'holistic tourism', whereby retreat
centres cater for the psychological and spiritual
needs of visitors. This may be achieved through
alternative therapies and homeopathic treat-
ments, many of which originated in the East
(e.g. India, Asia). Spa culture may be more
physical and less esoteric, but there is arguably
potential for the development of combined
products that take the spa concept beyond its
traditional origins and attract new markets.
Many of the newer destinations may be in
a position to capitalize on their rural tourism
attractions, a strategy that was common for
some less economically developed EU countries
in the past (e.g. Ireland and Portugal). Arguably,
the most distinctive aspects of national, regional
and local cultures can be found outside major
cosmopolitan and historic cities. Unique selling
points abound in rural villages, where indige-
nous traditions are usually stronger, local 'au-
thentic' products abound, and hospitality is
often less standardized. For a certain kind of
cultural or rural tourist, this form of attraction is
strong, and affords considerable scope for devel-
opment (e.g. eco-museums, festivals, gastron-
omy, handicrafts, nature trails, religious tourism).
There are also numerous destinations offering
relatively cheap and less crowded skiing opportu-
nities
of a distinctive enough brand image or the exis-
tence of a negative one. As stated thus far, there
are decisions to be made about the features and
resources that a destination wants to promote,
and the way it wants to interpret its culture
and heritage. This is a major challenge for all
European destinations, especially those that
have reached saturation point in terms of visitor
capacity (e.g. mass seaside resorts and small
historic towns). Competition is rife, not least
from destinations outside Europe. Accession
into the EU perhaps suggests that the countries
in question have reached a level of develop-
ment, management and service quality that can
meet the needs of increasingly demanding inter-
national visitors. However, some of the countries
with the most potential resources for tourism
development (e.g. Romania, Bulgaria) did not
meet the criteria to join the first round of
entrants. Political and economic mismanagement
(albeit under the auspices of 'protectionism') have
been major barriers to tourism development in
some cases. It can also be very damaging to a
destination's external image, hindering both
investment and visitation.
New Images for New Destinations?
Van Woudenberg (1999) concludes that
European tourists overall are increasingly
demanding a broader tourist product, which is
based on 'multi-entertainment' rather than one
sole activity (e.g. sunbathing, skiing). He also
suggests that the inter-European market is
declining in favour of external destinations.
However, with an upgrade in the quality of
services and accessibility, new destinations in
CEE can expect a growth in their tourist num-
bers. So too, perhaps can islands like Cyprus
and Malta, as there has been an upturn in
Mediterranean tourism since the mid-1990s.
However, the way in which they present them-
selves in a competitive marketplace may be a
key factor in their future success.
In conclusion to this chapter, it is clear
that there is an ongoing dilemma within the
EU as to how far countries should promote their
'Europeanness' versus their national and regional
identities, versus their international status as
destinations of high quality. The shadows of
(e.g.
Poland,
the
Czech
Republic
and
Slovakia, as well as Bulgaria and Romania).
Many of the new accession countries have
arguably not yet reached their full potential for
a number of reasons. Some of these are political
and economic, some may be social or cultural,
and others are partly commercial - i.e. the lack
