The ToLearn project aims to address the gap identified and the requirements set out in the Focused Call on the theme of developing a sustainable tourism framework for the NSR.

In the context of world-wide competition among travel destinations the main strength of the NSR may lie in positioning itself as a sustainable destination. However, in many cases this is still a future goal and a lot needs to be done towards its achievement. The partners in the ToLearn project aim to facilitate this process through stimulating cooperation and mutual learning among coastal regions and destinations in the NS. This will be achieved through developing Regional Tourism Profiles where regions sharing specific problems will be matched; selection of best practice pilot regions which will be in-depths analysed for success factors; and draw-up recommendations and guidance for further implementation of the learning tourism concept.

Expected Outcomes

Regional Tourism Profiles: Integration of regional tourism profiles into a common database of all NSR coastal regions Comparative transnational analysis of the regional tourism profiles Identification of common strengths and weaknesses in the development of sustainable tourism in the NSR Preparation of a report of the Regional Tourism Profiles at the North Sea Region level. Pilot Regions: Elaborate recommendations for the individual pilot regions on improving their information and communication structures. Comparative transnational analysis of regional communication structures and learning processes (based on Phase III & IV results as well as the Tourism Learning Areas Handbook) Carry forward the results of the analysis of regional communication structures to the transnational level: Elaborate recommendations for establishing new and strengthening existing communication structures for the development of sustainable tourism in the regions.

Activities

The main project activities can be summarised as follows: 1) Construction of Regional Tourism Profiles of all NSR coastal Regions 2) Analysis of Selected Pilot Regions 3) Information / Communication / Networking / Dissemination

Reported Outcomes

The standardised questionnairs for the challage profile and the leading questions for the pilot region analysis were discussed among the partners and after inclusion of the feedback finalized. On basis of the resolution from the Kick-off meeting in October 2006, experts from regional destination marketing organisations, governmental bodies, tourism consultancies, industry associations and environmental organisations were identified, contacted and consulted on the topics outlined in the challange profile and pilot region questionnaires. Expert interviews were held by all partners. Based of secondary and primary research best practice examples in the pilot regions were identified. The sustainability and innovation chacks in the pilot regions are currently undergone and the implementation projects were initiated. To Learn website www.tolearn.info was launched. In addition, the NSR tourism conference is currently being prepared and a draft programme has been set up jointly.