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Sustainable tourism development in the Mediterranean: does marketing activities point to sustainable strategies?

The following EU Member States are in the Mediterranean area: Portugal, Spain, France, Italy, Slovenia, Croatia, Greece, Malta and Cyprus. Tourism is an important source of income for many of these countries. Apart from the tourism exposure to a whole range of external political and security factors, this economic activity also has many negative environmental impacts. Given the fact that sustainable development is a strategic political commitment of the European Union, the question is how the aforementioned Mediterranean states plan to develop their own tourism activities in accordance with the Strategic approach to achieving sustainable development in Europe and around the world, document that was presented in November 2016. The communication activities of the above mentioned countries or their national tourist boards should be aligned with the strategic vision of tourism development of these countries because they are directly addressed to targeted publics - potential tourists. This paper researches the national policies and / or strategies for the development of tourism in Mediterranean EU countries, are this documents consistent with the implementation of the Sustainable Development Goals. The paper further explores the ways in which the mentioned countries communicate their tourism and whether this communication implies a sustainability commitment. The research will be conducted through an analysis of the content of national political documents in the field of tourism ; through the open question questionnaire method with officials from the tourism sector, and through analysis of the content of tourist video clips.

Mediterranean, European Union, Tourism, Sustainable Development Goals, Marketing Strategy

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