engleski

Destination - an important topic of the EU tourism policy

The phenomenon of globalisation, a peculiar and recognisable sign of modern times, has affected all aspects of life and the work-process as well as tourism. The world is becoming more and more interconnected with regard to economy, technology, communication, and social life, and their impacts on the tourism market, where new, especially exotic, destinations are constantly emerging. Competition has become acute, business environments have changed, where neither major participants nor small entrepreneurs are spared, while tourism policy and practice are continually forced to seek and find new solutions. In this setting the tourism destination must be considered a unit-measure of competitiveness, but it also determines tourism policy, exceeding the term in its stricter sense, which refers to the classical tourist resort. An integrated Europe, too, while implementing some forms of common tourism policy, is directed especially towards those aspects, which establish the destination as a recognizable marketing object with a well defined identity and image. Evidence of such an approach can be found in numerous documents concerning tourism in the European Union (EU), which will be illustrated in this text.

tourism, tourism destination, tourism policy, EU

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