Commission proposal on a European Tourism Label for Quality Sys-

tems

This note outlines Danish considerations regarding the European TourismLabel for Quality Systems (ETQ) initiative as set out by the Commission.First of all, it is a good idea to evaluate and ensure quality in the Euro-pean tourism sector. With high international growth rates in tourism andincreasing global competition it is important that the European tourismproduct is characterized by a high degree of quality and service. If thereis a demand for a new European Tourism Label for Quality Systems, sucha system could potentially be a useful tool for European tourism compa-nies in pursuing this goal of high quality and service.Below, specific considerations regarding the ETQ as set out in the Com-mission’s consultation document are described.

Demand for the initiative

There are a number of well-functioning quality labels operating in Den-mark, which all are operated by private actors (e.g. Green Key, Accessi-bility Label Scheme and other).Given the fact that a number of quality systems already exists, there is arisk that the new ETQ will be functioning side by side other existing la-bels with a risk of confusing the consumer. Therefore it is crucial that thedevelopment of the ETQ is market driven and does not duplicate alreadyexisting and widely used schemes – both at national and internationallevel. One option could be to treat the label as a service label e.g. in aninitial testing phase (see below).It would be appropriate to disseminate information and documentationdescribing and empirically proving the demand for introducing the ETQ.

Scope and testing of the ETQ

If the European Commission decides to develop an ETQ Label it shouldbe voluntary and it would be appropriate to first test the label on a limitedtarget scope before considering how to continue the initiative. In thisway, there is more room for improvement and assessment of the real add-ed value of the initiative.It could be a fruitful idea to treat the ETQ as a pilot project in such a“testing phase”. The pilot project could then be applied on a limited scope

– for instance the service level in the accommodation sector – for a givennumber of years followed by a thorough evaluation. On the basis of thisevaluation it should be possible to decide whether the ETQ provides aclear added value to the European tourism sector, and thus if the projectshould be completely stopped, modified or extended unmodified.If the ETQ will eventually include not only direct tourism services asaccommodation, but also services and attractions in the cultural sector,such as cultural sights and institutions, there is a risk that the ETQ will beeither superficial - since cultural experiences can only be measured di-rectly by the quality of practical service, transport and surroundings (toi-lets, restaurant, accessibility, cleanliness etc.) and not by the quality ofthe cultural experience - or demand a very complex system.Furthermore, there are already international labels for the cultural sectorsuch as the European Heritage Label and the UNESCO World HeritageLabel. The same is also true for environmental issues and other sectors.Therefore, the ETQ should mainly focus on tourist services.

Organization of the ETQ

In the consultation paper it is stated that: “The governance of the possibleinitiative would be ensured by a European Board, in which all relevanttourism stakeholders would be represented. Those Member States, whichhave the capacity and would like to be involved more thoroughly in theinitiative, would be invited to set up national governance bodies. Thesebodies, after they are put in place, would be delegated certain tasks, suchas the preassessment, certain administrative and promotional tasks.”It can be supported that the governance of the possible initiative will beensured by a European Board, in which relevant tourism stakeholderswould be represented. A European Board – as opposed to national boardsin each member state – will also help ensure comparability and competi-tiveness throughout Europe. It is also a more simple administrative struc-ture than national boards.

The criteria of the ETQ Label

Generally the criteria of the ETQ Label should be as focused as possibleon outcome and results rather than process. In relation to this point, it iscrucial that the ETQ does not create any unnecessary administrative bur-dens for the tourism companies. The system shall allow for flexibility, inorder to allow establishments to adjust to the criteria with the least possi-ble financial and administrative burden on them.Thus, it is important that the criteria are developed and elaborated inclose consultation with the tourism companies and other relevant stake-holders, which will be affected by the ETQ-criteria.