TRADE INVESTMENT INNOVATION - PowerPoint Presentation

Slide1

TRADE

INVESTMENT

INNOVATION

Fabio Russo Promoting Sustainable Tourism through an Integrated Cluster ApproachLjubljana, Slovenia, 8 May 2018

OUTLINE

UNIDO SME Cluster

Development: a tool to promote inclusive and sustainable

local development

Towards

an Integrated

C

luster

A

pproach:

linking Food, Creative

I

ndustries and Tourism: the case of Montenegro

Cluster Development and Sustainable Tourism

Clustering: a tool to promote

Inclusive and Sustainable Local DevelopmentClusters are promising environments

for:the development of linkages for

SME competitivenessthe creation of public-private partnerships for inclusive and sustainable development

The UNIDO Approach

www.clustersfordevelopment.org

UNIDO Cluster Projects

’ coverage

Cluster Development Ongoing

Cluster Development CompletedExport /Origin Consortia

Nicaragua

Mexico

Honduras

Jamaica

Tunisia

India

Colombia

Senegal

El Salvador

Zimbabwe

Morocco

Nigeria

Ecuador

Thailand

Pakistan

Uruguay

Morocco

Egypt

Peru

China

Indonesia

Serbia & Montenegro

Hungary

Jordan

Iran

Ecuador

Colombia

Bolivia

Ethiopia

Russia

South Africa

IVC

Vietnam

Vietnam

Turkey

Tourism

Driving L

ocal Economic development

Tourism is experiencing steady

growth.

Linkages between productive industries

(e.g. agricultural, handicraft, etc.) and

the tourism

sector can

help producers

access new markets and generate new income and employment opportunities.

Food and beverage consumption represents a significant part of visitors expenditure but it can also be a high area of

economic

leakage.

Developing and promoting

sustainable,

locally sourced products

helps ensure the host country captures the positive social and economic impacts of tourism.

Food and

cultural products differ by region – encouraging the discovery of regional products through tourism can

help disadvantaged regions

to capitalize on their particular assets. It also rewards producers for their commitment to

sustainable agricultural practices and biodiversit

y.

An Integrated Cluster

Approach:Delicious Montenegro

……..An approach towards linking

agri-food clusters and tourism

Technical assistance focus

Cluster Case Study – Olive Oil

Cluster: 16 SMEs – olive oil producers in two municipalities in the South of MontenegroChallenges: Low level of production (low quantities) and difficulty to compete with cheaper imports on the basis of scale or price

Poor packaging and visibilityWeak sales channels (90% of cluster products sold from their house and only 5-10% through official sales channels to some restaurants, hotels and local supermarkets.

Within this scenario only the up-market segment is one where local producers could look at increasing sales on the local market (particularly to tourists) and exports in the medium term (and still remain profitable). Opportunities: Very old ancient olive trees in the cluster region identified as a main competitive advantage– joint approach required!!

Project Results – Olive Oil Cluster

Cluster firms assisted in developing a joint product line from trees older than 1,000 and 2,000 years

42°N 19°E

– branding developed, internationally recognized laboratory analysis - first exportable product of the cluster.

Harvest done jointly in presence of quality assurance inspections – same for pressing and bottling.

UNIDO cluster development agent supported the trust building process and helped to develop linkages

The first 2 bottles of the newly created brand were given to Prince Charles and his wife Camilla in March 2016.   

Cluster website (

http://oliveoilmontenegro.me/

), two olive trails for tourists as well as a joint sales events in shopping malls organized.

Video on the olive oil cluster:

https://www.youtube.com/watch?v=loWIBbnjOco

Introducing

Delicious MontenegroMontenegro’s nature and cultural heritage give the local delicacies unique flavor and taste. To promote market access

for agri-food clusters (initially wine, fish and olive

oil) and capitalize on Montenegro as a travel and tourist destination, UNIDO developed 'Delicious Montenegro’. By uniting different agri-food producers under one umbrella brand and fostering linkages with gastronomy and the tourism sector, Delicious Montenegro helps disadvantaged regions capitalize on their assets and their distinctiveness.

http://deliciousmontenegro.me

/

Engaging with

tourists through story telling

Delicious Montenegro

in Practice

Delicious Montenegro received the “

most innovative fair exhibitor

” award at the 41st Food Fair held in the Montenegrin town of

Budva

in March 2015.

Delicious Montenegro

in Practice

Delicious Montenegro

in Practice

Olive trails developed linking oil producers with touristic spots and local heritage sites

Delicious Montenegro

- SustainabilityDelicious Montenegro network maintained & constantly expanded Partnership with the Student Business Club of UDG University of MontenegroStrong linkages with the

national Chamber of CommerceRegular

promotional efforts

Benefits of the Approach

INCLUSIVEDevelopment of linkages and local networks ensures social inclusion and reduces tourism leakage.

Food differs by region -Agri-food focus ensures rural and remote areas also benefit from income generating and employment benefits of tourism.

EFFICIENT

Umbrella branding encourages cooperation between enterprises and institutions. Joint activities enhance collective efficiency and reduce individual risk.

Improved dialogue and coordination streamlines support services to the industry, leading to a more efficient use of resources.

INNOVATIVE

The

cross-

sector, inter-regional branding approach encourages

information exchange, knowledge creation and innovative solutions to challenges faced by

MSMEs and opens

up new opportunities.

SUSTAINABLE

Brokering linkages between

agri

-food producers, tourism and related industries mutually re-enforces demand for local produce and enhances the tourism offer.

Rewards producers for commitment to biodiversity and preservation of natural and cultural resources. Local ownership of the brand also ensures sustainability

Cluster

Development & Sustainable Tourism

A fundamental condition to achieve sustainable tourism is the

collaboration

among different stakeholders in a region

It is important to identify the

synergies

between tourism sector and other sectors:

agricultural and handicraft

Through

collaboration

among stakeholders

and

synergies among sectors

(Integrated Cluster Approach) it is possible to

promote economic growth by protecting and valorising the natural and cultural landscape

Agro-food, Tourism and Creative Industries -

an integrated cluster approachWeb links:

Executive Summary https://www.unido.org/sites/default/files/files/2018-03/2017-10-18%20EXECUTIVE%20SUMMARY%20EN%20WEB.PDF

Full report https://www.unido.org/sites/default/files/files/2018-03/2017_10_23%20CLUSTER%20REPORT%20EN%20WEB_0.PDF

THANK YOU