Local tourism trumps cross-border tourism collaboration

In a large EU project, researchers are investigating border regions from different perspectives. One perspective is how different actors in the tourism industry highlight the countries in a border region, such as the Öresund region. The researchers have primarily analysed the websites of tourism organisations with a focus on images, attractions and various hosts or services. The study shows that even in areas where neighboring countries have an established and functioning communication with each other, the mental barrier between the actors in the different countries is strengthened by the country border, the competition for tourists and the cultural differences.

“In general, we see that the border potential is not being exploited in a tourist context. In passing, the existence of the border region and proximity to another country is sometimes mentioned. But when it comes to material that is produced for tourists, it is rarely something specific that is highlighted in the other country”, says Sara Svensson, Docent in Political Science at Halmstad University.

EU, nationally, regionally

Especially when neighbouring countries have similar attractions and offerings, cross-border cooperation seems disadvantageous. National and local tourism policies often underline their own perspective, Sara Svensson points out. The EU, on the other hand, stresses that tourism can promote economic growth and jobs in many border regions, and that cooperation for regional tourism development can strengthen the sense of European community. A borderless Europe, in other words, with a reduced “us and them”-way of thinking.

“But this is not really what is happening in reality. In Sweden for example, we are very much driven by the competitive situation and the national mindset.”

Border barriers have a greater effect when it comes to countries, but even within a country, border barriers are a fact. In Halland, for example, tourism is marketed exclusively through what is available within the region, according to Tomas Nilsson, Senior Lecturer in History at Halmstad University.

“It is nature, recreation and culture that is offered to visitors. All described as unique to the region. But the same range is available in the neighbouring regions, in many cases very similar offerings. Just look at the coastline in northern Skåne. This becomes especially clear if you lift your gaze across the water to the coast of Jutland.

It is particularly interesting, says Tomas Nilson, that Halland’s history as part of eastern Denmark is not highlighted at all.

“Region Halland’s cultural heritage is basically of Danish origin but was ‘recoded’ as Swedish during the 1800s. Halland as a tourist destination still rests on that recoding”, he says.

Borders and barriers

A border creates an artificial distance that is reinforced by economic logic, and then the cultural distance becomes a distance that should not be there. This, in turn, maintains barriers and barriers between, for example, tourism operators.

“If you think from a purely utilitarian perspective, there is room for a win-win situation if the countries were to cooperate. They can attract more tourists by highlighting the border region as a whole”, says Sara Svensson.

Sara Svensson has researched border regions at the EU’s internal and external borders for a long time. The unwillingness to look across the border on behalf of tourists is reflected in other parts of society.

“It is linked to wider cross-border regional problems that concern, for example, the labour market and education, where both actual and mental barriers to freedom of movement mean that resources are not used effectively”, says Sara Svensson.

Text: Kristina Rörström

Photo: Istock

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