SHIFT

GENERAL DESCRIPTION The sustainability of tourism development is an ethical requirement and factor of competitiveness in the Mediterranean, particularly for islands and fragile coastal zones, to preserve its vulnerable economic, natural, cultural and social heritage. Not only do environmental abuses impoverish island and coastal heritage, but as today’s tourists are increasingly demanding, the quality, diversity and specific environmental and cultural attributes of tourism supply are a key factor of competitiveness. The final aim of SHIFT (Sustainable Tourism In Fragile Territories) is to experiment strategies to foster sustainable tourism in Mediterranean fragile coastal areas and islands through a transnational partnership proposing an IQM model to optimise supply. The common objective is to redistribute tourism pressure over an extended season and toward different market segments drawn from local cultural and natural diversity. A “total quality” approach embraces technical, strategic and commercial criteria, with all stakeholders working together, and hold the key to the competitiveness of these destinations, supporting new employment and economic growth. All stakeholders have a shared responsibility to make tourism sustainable. Opting for a sustainable approach entails institutional leadership, co-ordination with the private sector, social involvement and skilled technical backing. A new type of tourism planning and management based on broad institutional and socio-economic agreement is a prerequisite for sustainable development Guidelines. The aim is to develop sustainable economies that draw on local assets, support employment and economic sectors and aim at achieving the “total quality” of destinations and their facilities. This integrated approach is vital for islands and fragile coastal areas where a balanced economic development must go hand in hand with the protection and enhancement of the peculiarity and authenticity of their natural and cultural resources. The attraction and environmental balance of these fragile areas will increasingly depend on their ability to develop their trajectories and a well integrated diversified supply. This condition is at the core of the project every partner of the network is aware that an integrated strategy must be met if they are to distribute tourism pressure over an extended season and select the most appropriate market segments for their destinations. The partnership will define different development options within the objective of a transferable model: the partners will select fragile coastal areas/islands for pilot actions the actions will deal with the diverse Mediterranean typologies: • Subject to unsustainable pressure from nearby urban centres or mass tourism • high receptive capacity, good accessibility and potential for diversification but subject to heavy seasonal tourist pressure and suffering competition • limited accessibility with potential for a high quality, specialist tourist market. RRI FOCUS Ranking of the most relevant RRI dimensions, where 6 is the most relevant to the project •Public engagement •Gender equality •Science education •Open access •Governance •Ethics PROJECT OUTCOMES RELATED TO RRI Which are the most relevant project outcomes (roadmaps, guidelines, documents, reports, articles, videos etc) in terms of RRI? LESSONS LEARNED Main policy briefs produced by the project and related URL Policy brief 1 Policy brief 2 Policy brief 3 Policy brief 4 Policy brief 5

SHIFT Duration 2009-2011 Project coordinator managementmarina@gmail.com Fundings framework Interreg IV Website http://www.shiftmed.eu/ Marine Region Focus Value not available Marine Related Issues Maritime, coastal and cruise tourism Sectors Tourism Themes Trade and supply chains Jobs and investments Stakeholders Involved •Citizen and Civil Society •Industries and SMEs