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Blessing or Curse? The Rise of Tourism-Led Growth in Europe’s
Southern Periphery
RETO BÜRGISSER
1
and DONATO DI CARLO
2
1
Department of Political Science, University of Zurich, Zurich, Switzerland
2
Max Planck Institute for the Study of Societies, Cologne,
Germany
Abstract
Despite being one of the world’s major internationally traded services, tourism remains neglected
within debates on European integration and growth models. We highlight the rise of tourism-led
growth in southern Europe and argue that the process of European integration has been a
double-edged sword, simultaneously incentivizing and forcing southern European economies to
reap their comparative advantage in tourism. While European integration has created the precon-
ditions for the expansion of intra-European tourism, monetary integration pre-empts macroeco-
nomic management. Since the eurozone crisis, internal devaluation and fiscal austerity have sup-
pressed the domestic growth drivers, inducing these governments towards an export-led growth
strategy. We document the emergence of unprecedented tourism-related current account surpluses
in southern Europe, driven strongly by tourism imports from the EMU core countries and the UK.
Thus, while different export-led growth strategies now coexist in the EMU, southern Europe’s ex-
cessive reliance on international tourism for growth comes with severe pitfalls.
Keywords: European integration; growth models; varieties of capitalism; tourism; southern Europe
Introduction
Over the last half-century, tourism has grown from an elite pastime into the world’s larg-
est service sector industry in international trade (Lew, 2011). Today, tourism is the
third-largest economic sector in Europe (European Parliament, 2015) and a significant
contributor to economic growth and employment to many national and local economies
worldwide (Scott and Gössling, 2015). Within this macro trend, southern Europe accounts
for more than 20 per cent of the global tourism market (UNWTO, 2020). Yet, while there
is awareness of the importance of the tourism industry among economists and
policy-makers (Du et al., 2016), one can rarely find any mention of tourism in the com-
parative political economy (CPE) and European integration literature. This is remarkable
considering Europe’s leading role in the sector and, most importantly, tourism’s potential
for socio-economic integration and political co-operation within Europe (Lijphart, 1963;
Russett, 1970).
While the varieties of capitalism (Hall and Soskice, 2001) and the growth models lit-
erature (Baccaro and Pontusson, 2016; Hassel and Palier, 2021) have identified different
models of capitalism, scholars of European integration continue to debate whether these
can co-exist within a hard-currency regime like the economic and monetary union
(EMU). The debate is polarized around two contrasting views. Some scholars argue that
countries’diversity may be beneficial in a monetary union, enabling mutual insurance
mechanisms among its members (Schelkle, 2017). Others, instead, argue that the EMU
JCMS 2023 Volume 61. Number 1. pp. 236–258 DOI: 10.1111/jcms.13368
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destroys the governance capabilities (that is, exchange rate and countercyclical fiscal pol-
icies) on which the domestic demand-led countries of southern Europe have historically
relied. Thus, participation in the EMU rewards export-led growth strategies pursued by
the EMU core countries while it precludes domestic demand-led growth strategies
of the southern countries (Hall, 2014). This article contributes to the ongoing debate
(Johnston and Regan, 2016,2018) by highlighting the rise of tourism-led growth in south-
ern Europe since the eurozone crisis.
Despite its richness, this debate has overlooked the growing economic importance of
tourism in Europe. While EMU core countries have long relied on net exports from
manufacturing goods (for example, Germany) or high-end services (for example, the
Netherlands) as drivers of aggregate demand (Hassel and Palier, 2021), growth in south-
ern Europe was mainly consumption-led and fuelled by financial integration and capital
flows from EMU core countries (Fuller, 2018; Jones, 2016; Stockhammer, 2016). Once
capital dried up during the eurozone crisis, fiscal austerity plus internal devaluations
forced southern European countries into export-led growth (Afonso, 2019; Perez and
Matsaganis, 2019; Scharpf, 2016). While this is well known, we complement this argu-
ment by documenting the emergence of a third variant of export-led growth strategy in
the EMU based on internationally traded tourism services, which today account for a sub-
stantial and growing part of southern Europe’s exports. By tracing the evolution of current
account (CA) balances, we argue that, from 2010 onwards, CA surpluses from interna-
tional tourism have grown to unprecedented levels, highlighting the increasing reliance
of Southern Europe on tourism-related surpluses to export their way to growth within
the EMU.
Moreover, through the analysis of bilateral CA balances, we also show that northern
and southern Europe have become increasingly integrated through international tourism
transactions. Since the crisis, southern Europe has substantially expanded its tourism
CA surpluses vis-à-vis EMU core countries and the UK. Although we cannot provide
conclusive evidence, we hypothesize that this process has likely been driven by a combi-
nation of internal devaluation and governments’industrial policies aimed at upgrading,
diversifying, and promoting their domestic tourism industries in the ever-expanding inter-
national tourism markets. We posit that the Single European Aviation Market (SEAM)
and travel and visa liberalizations have created the preconditions for an unprecedented ex-
pansion of intra-European travel. At the same time, EU state-aid prohibitions and a hard
currency regime cum legal constraints on national budgets pre-empt southern European
countries’previous capacity to pursue growth strategies centred on expansionary fiscal
and wage policy-making as well as competitive devaluations. Thus, the process of Euro-
pean integration has created both incentives and constraints, forcing southern European
countries to capitalize on their comparative advantages in international tourism.
Tourism-led growth now provides these economies with an option for export-led growth
compatible with the requirements of the EMU’s hard currency regime and Europe’s reg-
ulatory state.
This article contributes to European political economy scholarship both theoretically
and empirically. First, we contribute to burgeoning debates on growth models by urging
attention to international tourism as a full-fledged growth strategy. For peripheral econo-
mies with suitable pre-conditions (for example, warm climate, coastlines, cultural heri-
tage), tourism represents a developmental strategy worth studying alongside other growth
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 237
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strategies based on foreign direct investment (FDI) and tax dumping (Ban and
Adascalitei, 2020; Bohle and Regan, 2021). Second, we contribute to political economy
debates on European integration by highlighting the growing international interdepen-
dence of southern Europe’s tourism-led growth strategies with northern Europe’s strate-
gies of export-led growth and privatized Keynesianism in the UK.
The article proceeds as follows. We first locate tourism within key debates on growth
models and European integration. Then, we introduce international tourism as an
export-led strategy and briefly discuss how European integration contributed to its expan-
sion. After that, we trace the evolution of southern Europe’s growth models and demon-
strate the rise of tourism-led growth. We conclude by discussing the perils of an excessive
reliance on tourism and sketching a future research agenda on the comparative political
economy of tourism.
I. The Political Economy of European Economic and Monetary Integration
The process of European economic and monetary integration was premised on the idea
that free trade within a European single market would benefit both producers and con-
sumers thanks to firms’economies of scale and countries’greater specialization based
on their respective comparative advantages (European Commission, 1985). A single cur-
rency was seen as complementary to enhance these gains from trade by reducing transac-
tion costs and guaranteeing macroeconomic stability (European Commission, 1990).
While the theory of optimal currency areas portrayed monetary integration as beneficial
only for Member States with flexible labour markets or synchronized business cycles,
1
in-
tegration proceeded under the assumption that greater competition and economic/financial
integration would induce governments to generate the institutional and economic conver-
gence necessary for a common currency to work (Frankel and Rose, 1998).
Yet, three decades later, structural differences among European countries persist
(Höpner and Schäfer, 2012). Within the EMU, mounting economic divergence between
core countries and southern peripheral economies has instead ensued (Gambarotto and
Solari, 2015). Against this backdrop, scholars of the political economy of European inte-
gration debate whether European integration can successfully accommodate different va-
rieties of capitalism or growth models (Höpner and Schäfer, 2010; Johnston and
Regan, 2018; Scharpf, 1999; Stockhammer, 2016) without a political union capable of su-
pranational macroeconomic stabilization and social protection (McNamara et al., 2015;
Scharpf, 2014).
Some scholars argue that the diversity of European political economies within the
EMU allows for forms of monetary solidarity by providing diverse countries with mech-
anisms for mutual insurance for income and consumption smoothing (Schelkle, 2017).
Others oppose this view on three grounds: (1) the very crisis of the EMU was in the first
place due to its members’incompatible growth models joined together within a system of
fixed exchange rates which penalizes the previously soft-currency regimes of southern
Europe (Hancké, 2013; Höpner and Lutter, 2018; Johnston and Regan, 2016;
Scharpf, 2011); (2) the euro can now only be saved at the cost of suppressing democracy
1
As noted by some prominent US economists, these conditions were hardly achieved in Europe at the time (Feldstein, 1997).
For an extensive review on EMU and the theory of optimal currency areas, see Mongelli (2005).
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in southern Europe (Crum, 2013); (3) since the crisis, the EMU’s strengthened economic
governance imposes a process of ‘forced structural convergence’on southern economies
(Regan, 2017; Scharpf, 2016). Scholars have highlighted how northern European coun-
tries dispose of the institutional complementarities necessary for an export-led growth
strategy suitable for economic success within the EMU (Hall, 2014). On the contrary,
lacking these institutional prerequisites, southern Europe’s economies that have tradition-
ally relied on domestic demand-led growth strategies find it hard to operate successfully
in the EMU without currency devaluations and tools for aggregate demand management
(Hassel, 2014; Iversen et al., 2016). Therefore, due to fiscal austerity, internal devalua-
tions and market-enhancing structural reforms, the EMU suppresses domestic growth
drivers and forces southern economies into export-led growth (Scharpf, 2016).
Despite their richness, current debates on the political economy of Europe have so far
overlooked the implications of European integration for the steep rise of the international
tourism industry and the consequences this development has had for the reconfiguration
of southern Europe’s growth models within the EMU. We contribute to these debates
by highlighting how European integration has put in place the preconditions for
expanding the international tourism industry. We demonstrate that southern European
economies have increasingly exploited their comparative advantage in the tourism indus-
try vis-à-vis northern Europe’s countries to rekindle their export-led growth strategies
within Europe’s post-crisis constrained governance environment.
II. International Tourism as an Export-Led Growth Strategy
The classic varieties of capitalism literature had identified four different models of capi-
talism: coordinated market economies (CMEs), liberal market economies (LMEs), mixed
market economies (MMEs) (Hall and Soskice, 2001; Molina and Rhodes, 2006) and
economies dependent on FDI (Nölke and Vliegenthart, 2009). Instead, the current growth
models literature categorizes countries based on an economy’s main drivers of aggregate
demand formation (Baccaro and Pontusson, 2016). Northern Europe’s CMEs consist of
export-led growth models with subdued domestic demand and a specialization in
manufacturing goods’exports (Austria, Belgium, Germany) and ‘balanced growth
models’with extensive exports of ICT-based services and high domestic demand (Nordic
countries, the Netherlands). The United Kingdom is an LME that relies on
consumption-led growth underpinned by deregulated access to credit and vibrant housing
markets –also known as ‘privatized Keynesianism’(Crouch, 2009). Central and eastern
European economies and Ireland largely rely on lower labour costs and/or favourable tax
schemes and incentives to attract FDI by multinational corporations to generate growth
and jobs (Ban and Adascalitei, 2020; Bohle and Regan, 2021; Reurink and Garcia-
Bernardo, 2020). Lastly, before the eurozone crisis, the MMEs of southern Europe relied
on domestic private and public consumption underpinned by easy access to credit and/or
generous wage and fiscal policies (Hassel and Palier, 2021).
Along these ideal types identified by the literature, we conceptualize and add a hitherto
overlooked export-led growth strategy centred on exporting international tourism ser-
vices. According to standard classifications, tourism consists of ‘the activity of visitors
taking a trip to a main destination outside the usual environment, for less than a year,
for any main purpose, including business, leisure or other personal purposes, other than
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 239
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to be employed by a resident entity in the place visited’(Eurostat, 2014). Three types of
tourism activities can be distinguished. Domestic tourism consists of within-country tour-
ism by residents. Travels by incoming foreign tourists are considered as inbound tourism,
and vice versa outbound tourism. Even though domestic tourism is a hefty economic sec-
tor in many countries and constitutes an essential component of private consumption, to
study the importance of tourism as an export-led growth strategy, we will focus only on
international tourism, that is, inbound/outbound tourism.
Today, international tourism is one of the world’s major internationally traded services.
Its transactions are recorded in the ‘travel’and ‘passenger transport’items of the balance
of payment’s current account. To assess the economic contribution of tourism, we rely
mainly on data provided by the World Tourism Organization (UNWTO), which has de-
veloped a harmonized system of tourism satellite accounts together with the Organisation
for Economic Co-operation and Development (OECD) and Eurostat. Inbound tourism is
an export component (X) because foreign visitors travel to the country and acquire locally
produced tourism services spending their foreign currency earned in the country of resi-
dence. Vice versa, outbound tourism is an import component (M). Given the aggregate
demand (AD) equation, where:
AD ¼CþIþGþX–MðÞ;
international tourism’s net contribution to aggregate demand
2
is positive when receipts
from inbound tourism exceed those from outbound tourism, that is, when (X –M) >0.
In multiple ways, international tourism surpluses contribute to economic growth, em-
ployment, foreign exchange earnings and tax income (Clancy, 1999; UNCTAD, 1998).
Historically, tourism –in liaison with remittances –has played a vital role in fostering
the industrialization of those developing countries that lacked the domestic factors of pro-
duction (De Kadt, 1984). This is because importing capital goods or raw materials from
abroad implies deficits in the current account, which must be financed through exports.
Inbound tourism has an essential developmental function because it mitigates the balance
of payment constraints by bringing foreign exchange into the country. Foreign currency’s
availability, in turn, could be exploited to import the capital goods and raw materials
needed to kick-start industrialization (McKinnon, 1964). Furthermore, tourism can con-
tribute to development by stimulating governments’investment in physical infrastructures
and human capital, thereby increasing productivity and generating positive externalities
(Blake et al., 2006). It is also an important driver of employment creation, providing in-
come to households that underpins domestic consumption (Lee and Chang, 2008).
However, an excessive reliance on tourism-led growth comes with notable pitfalls.
First, critical scholars link tourism to dependency theory and denounce a new form of co-
lonialism whereby foreign multinationals invest in developing countries’touristic destina-
tions and deprive the local population of the profits generated through the intensive
2
Focusing only on the current account likely underestimates the actual contribution of tourism to domestic growth because it
does not consider foreign tourists’consumption of goods and services other than travel and transport. Moreover, tourism
does not sell just one product and decomposing each industry into tourism- and non-tourism-related components is chal-
lenging. Some scholars recommend the analysis of backward and forward linkages to fully assess the economic impact
of tourism (Cai et al., 2006), which, however, goes beyond the scope of this article.
Reto Bürgisser and Donato Di Carlo240
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exploitation of local natural resources.
3
Second, as a growth strategy dependent on foreign
tourists’inflows, an excessive reliance on tourism makes the country highly vulnerable to
exogenous shocks such as the recent outbreak of the Covid-19 pandemic (Financial
Times, 2021) or terrorism (Fauzel and Seetanah, 2021; Pizam and Smith, 2000). Third,
excessive reliance on tourism leads to a restructuring of the economy around low produc-
tivity, low value-added sectors, characterized by seasonal jobs and precarious employ-
ment (Eurofound, 2012). Fourth, tourism can have severe adverse effects on the environ-
ment and on socio-cultural spaces; not only due to the expansion of the airline industry
but also the erosion of public infrastructures due to extensive use by foreign tourists,
the commodification and over-utilization of natural resources, vandalism and damage to
over-crowded cultural sites (Tisdell, 1987).
At any rate, for lack of better alternatives, international tourism can become a
full-fledged strategy for governments to generate growth and employment, particularly
for less developed countries unable to compete with advanced economies in high-end
manufacturing or the knowledge economy. Yet, for such a growth strategy to be success-
ful, countries need a liberal travel visa regime to minimize transaction costs for foreign
tourists and a cheap and competitive passenger transportation system to facilitate travels.
By putting these conditions into place, European integration has been key to fostering the
rise of the European tourism industry.
III. How European Integration Has Underpinned the Expansion of Tourism
Tourism is not mentioned in the EU treaties until 1992 when the Maastricht Treaty intro-
duced the possibility for the EU to take ‘measures in the spheres of energy, civil protec-
tion, and tourism’. The European Commission has long aimed at expanding its competen-
cies in tourism policy, which it has used strategically to foster the completion of the EU
single market (Estol and Font, 2016). However, a full-fledged EU tourism policy remains
limited due to the lack of direct competencies and unanimity requirements in the Euro-
pean Council (European Parliament, 2015). Member States have thus jealously protected
and advanced their national interests in tourism policy due to its strategic importance for
achieving balance of payment parity (Estol and Font, 2016, p. 231). With the Lisbon
Treaty, the EU eventually acquired competencies to encourage and promote
co-operation between Member States in tourism policy. However, EU competencies re-
main anchored to the principle of subsidiarity and the EU can only ‘support, coordinate
or supplement’(art. 6, TFEU) Member States’actions. Any harmonization of Member
States’laws and regulations related to tourism is explicitly excluded (art. 195, TFEU).
Yet, tourism has indirectly benefited from the process of European integration in multiple
ways (see Table 1).
First, a liberal visa regime and the right to free movement have facilitated travels
within the EU. Thanks to the Schengen agreements (1985 and 1990), since the mid-
1990s, tourists have benefited from a common visa policy for short stays and the gradual
removal of internal barriers, enabling persons to cross borders freely irrespective of their
nationality. Visa obligations considerably impact tourism since potential travellers may be
deterred from traveling if visa procedures are too costly or burdensome. While European
3
For a review of the dependency literature, see Bianchi (2018, pp. 90–91).
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 241
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residents travel freely across the EU, more than 70 per cent of the world’s population
needed a visa to travel to Europe in 2012, making it one of the most restrictive regions
regarding visa obligations for non-Europeans (Attström et al., 2013). The 1992 Maastricht
Treaty then introduced the concept of EU citizenship and institutionalized the individual
right for every EU citizen to move freely across the EU.
Second, tourism has benefited enormously from the deregulation and liberalization of
the European air transport markets. The creation of the Single European Aviation Market
(SEAM), the poster child of negative integration in Europe, was pushed forward by the
strategic actions of the Commission in alignment with the Dutch and British governments
(Dobson, 2010). National air transport markets have been liberalized through three legis-
lative packages by the European Council, which were inspired by the requirements of
market competition enshrined in the Treaty of Rome (1957) (Button, 2001). Before the
1990s, Europe’s aviation market was regulated by bilateral agreements. Strict national
regulations regulated routes, fares and market access.
Table 1: Defining Moments of European Integration for the Expansion of the Tourism Industry
Agreements and regulations Year Relevant institutional changes Effects on the tourism industry
Schengen Agreements 1985
&
1990
Common visa policy for short
stays and removal of internal
border controls
Persons’freedom to cross
internal borders without border
checks, irrespective of
nationality
1
st
legislative package on the
liberalization of air transport
markets (Council regulations,
directives & decisions)
1988 European Commission enabled
to apply antitrust regulation to
airlines; airlines granted greater
pricing freedom; partial
liberalization of market access
by airlines
First step in the creation of the
SEAM
2
nd
legislative package on the
liberalization of air transport
markets (Council regulations)
1990 Deregulation of air traffic
limitations; elimination of
governments’discrimination
against airlines not
substantially owned by a
European state
Second step in the creation of
the SEAM
Maastricht Treaty 1992 Introduction of EU citizenship Institutionalization of
individual right for every EU
citizen to move and reside in
EU Member States
3
rd
legislative package on the
liberalization of air transport
markets (Council regulations)
1993 Removal of all significant
barriers to market entry;
regulation of common safety
rules and financial
requirements; removal of
national restrictions on ticket
prices; removal of restrictions
on routes; deregulation of fares;
permitted foreign ownership of
airlines
Third and final step in the
gradual establishment of the
SEAM, leading to greater
competition in air transport
markets, lower ticket fares,
increased frequency of flights,
larger number of routes,
emergence of the low-cost
airlines
Reto Bürgisser and Donato Di Carlo
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Moreover, the market was monopolized by state-owned flag carriers, vigorously
protected by state aid (Button and Swann, 1988). This regime was misaligned with EU
principles of open markets and free competition. During the late 1980s and early
1990s, the European Council proceeded to deregulate and liberalize the European air mar-
kets, introducing the freedom for an EU carrier to operate any route within the EU, re-
moving restrictions on their capacity and operations and empowering airlines to set prices
by market principles rather than being dictated by government. The liberalization has led
to an enormous expansion of the European aviation industry to the benefit of European
travellers who have enjoyed more flights, lower fares, a greater number of routes and des-
tinations, not least thanks to the mushrooming of low-cost airlines across Europe
(Burghouwt et al., 2015). Thus, by the 2000s, the preconditions had been put in place,
which would subsequently pave the way for southern European countries’growing reli-
ance on international tourism for growth.
IV. The Rise of Tourism-Led Growth in Southern Europe after the Crisis
Southern Europe’s Growing Peripheralization
Despite their national differences, Greece, Italy, Portugal and Spain share some key fea-
tures that have induced scholars to speak of a distinct model of southern European capi-
talism. These countries had large agricultural sectors and developed into industrialized
economies with a substantial lag. Late and disorganized industrialization led to idiosyn-
cratic models of capitalism characterized by inconsistencies between the productive sys-
tem and the institutional and regulatory setting (Fuà, 1980). These structural weaknesses
pushed the state into adopting a direct role in the economic governance of markets to
compensate for market failures, promote coordination among market actors and give co-
herence to the system of capitalist accumulation (Molina and Rhodes, 2006;
Schmidt, 2002). Thus, in the aftermath of World War II, the interventionist state played
a central role in shaping and directing markets through regulation and active forms of in-
dustrial policy such as direct ownership in strategic sectors (Vernon and Aharoni, 2014),
active credit policy and various forms of fiscal subsidies (Shonfield, 1965;
Thatcher, 2014).
In brief, by the 1980s, southern European economies developed into a model of capi-
talism featuring the following characteristics (Amable, 2003): dualized welfare states or-
ganized around the central role played by the family and the protection of labour market
insiders (Ferrera, 1996); dual labour markets with a divide between highly protected in-
siders and unprotected outsiders; adversarial industrial relations and a fragmented system
of interest representation conducive to inflationary wage-setting; the dominance of small
and medium enterprises, often family-owned; a bank-based system of corporate gover-
nance, often under political control; rooted forms of political clientelism (Hopkin and
Mastropaolo, 2001); little investment in research and development, low public expendi-
tures in education, low enrolment rates in tertiary education and weak vocational training
systems. Unsurprisingly, these countries pursued production strategies based on price
rather than quality competition and were apt to currency devaluations to compensate
for systematic expansionary fiscal and wage policies and structural deficiencies
(Hancké, 2013; Scharpf, 2016).
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Due to these characteristics, the deepening of European economic and monetary inte-
gration and economic globalization have hit southern European economies
disproportionally hard. First, the rise of the European regulatory state has imposed a shift
in national economic governance for which southern Europe’s statist models were unfit.
European competition policy and state aid regulations have severely reduced the capacity
for statist forms of economic governance and have tilted the balance of power in favour of
markets and regulatory governance (Majone, 1994). By privatizing state-owned assets
and liberalizing core strategic sectors, southern European states have lost their grip on
the economy and their pivotal role in domestic markets.
Second, the Maastricht Treaty and the adoption of the single currency have removed
further governance capabilities that had historically been crucial for southern Europe’s
states. On the one hand, the loss of exchange rate policy prevents the pursuit of compet-
itive currency devaluations to mitigate structural deficiencies. Conversely, the Stability
and Growth Pact constrains countercyclical fiscal policy to pursue aggregate demand
management. Finally, a one-size-fits-none supranational monetary policy fostered eco-
nomic divergence between the high-inflation southern periphery and the northern
low-inflation core (Enderlein, 2006; Scharpf, 2011).
Taken together, the EMU has forced a hard-currency regime into previously
soft-currency countries, while the European regulatory state prevents governments from
steering domestic markets. Having lost the crucial governance capabilities necessary to
run a statist model, southern Europe’s economies found themselves between a rock and
a hard place by the turn of the century. On the one hand, their political economies were
simultaneously too regulated and expensive to compete on price with the low-cost newly
industrialized economies in the developing world and eastern Europe. On the other hand,
their persisting structural weaknesses prevented them from competing upmarket with the
high-skilled, high value-added production systems of northern Europe (Burroni et
al., 2022; Simoni, 2020). In fact, China’s entry into the World Trade Organization
(WTO) in 2001 generated an asymmetric shock in the eurozone. Northern Europe’s econ-
omies based on the export of high value-added production were well positioned to reap
the benefits of the growing Chinese demand for capital and industrial goods. At the same
time, however, southern European economies were hit hard by low-cost competition in
key sectors of their economies by countries with low labour costs and weak labour rights
(De Ville and Vermeiren, 2016). All these factors, some scholars have argued, contributed
to the ‘peripheralization’of southern European economies within the EMU (Celi
et al., 2017; Rhodes et al., 2019) and their deindustrialization (Gambarotto et al., 2019).
Before the crisis, southern European economies within the EMU pursued a growth
strategy based on domestic demand expansion and centred in their large, sheltered sectors.
Conversely, EMU core countries relied on export-led growth strategies based on
manufacturing goods (Austria, Belgium, and Germany) or high-end services (the
Netherlands) (Hassel and Palier, 2021). These two complementary models were kept to-
gether in the EMU thanks to financial integration and capital flows from Germany, France
and the UK to peripheral economies (Blyth, 2013; Jones, 2015; Stockhammer, 2016).
However, this ‘toxic complementarity’(Fuller, 2018) came to a halt when the global fi-
nancial crisis disrupted financial markets and inter-bank lending froze. Panic and uncer-
tainty generated a sudden stop crisis and the reversal of financial flows towards northern
Europe (Merler and Pisani-Ferry, 2012).
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In the adjustment process, southern European countries were forced into fiscal auster-
ity, internal devaluations and structural reforms through formal and informal conditional-
ity imposed by European institutions (Braun et al., 2021; Bulfone and Tassinari, 2020;
Hodson and Puetter, 2013). These measures have killed the domestic drivers of aggregate
demand, imposing a ‘flight to exports’(Scharpf, 2016). Since the financial crisis, southern
European countries have been forced to export their way to economic growth or ‘perish’
(Perez and Matsaganis, 2019).
However, as we document below, southern European economies have increasingly
capitalized on their comparative advantage in the tourism industry in their quest for
export-led growth. In fact, these countries enjoy a comparative advantage in tourism
exports thanks to their climate, geographical location, natural resources and historical/
cultural heritage, as indicated by their high scores in the ‘Travel and Tourism Competi-
tiveness Index’of the World Economic Forum (Calderwood and Soshkin, 2019).
Export or Perish? Southern Europe’s Shift towards Tourism-Led Growth in the Aftermath
of the Euro Crisis
As shown in Figure 1,fiscal austerity and internal devaluation during the last decade de-
pressed domestic demand and forced southern European countries into a ‘flight to ex-
ports’(Scharpf, 2016). The slow growth of the post-crisis period has been driven almost
Figure 1: Average Yearly Contribution to the Change of GDP by Aggregate Demand Component.
Source: AMECO.
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 245
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exclusively by net exports in Greece, Italy and Spain. In Portugal, next to net exports, pri-
vate consumption has also been an important driver of GDP growth.
The contribution of net exports to GDP growth has diminished in northern Europe
after the crisis –most notably in Germany but also in Austria, Belgium and Finland.
Conversely, since the aftermath of the financial crisis, net exports have become the
main drivers of GDP growth in southern Europe, reversing the pre-crisis trend (see
Figure 2).
However, export-led growth in southern Europe was driven mainly by exporting tour-
ism services. Figure 3shows that receipts from international tourism account for around
one-fourth of total exports in Greece and Portugal. Here, one should highlight an apparent
‘country-size effect’regarding the incidence of tourism exports in total exports. Smaller
countries with less diversified industrial systems like Portugal and Greece depend heavily
on tourism receipts for their export-led growth. Spain is located somewhere between the
smaller southern countries and Italy. Italy, instead, does not differ much from the other
countries of the EMU core, with tourism exports accounting for only around 8 per cent
of total exports. While surprising, Italy’s low share of tourism exports can be explained
partly due to Italy’s incapacity to devise coherent developmental policies to keep up with
the international competition in tourism markets (OECD, 2011) and due to Italy’s larger,
more sophisticated, and resilient industrial sector.
Southern Europe’s increased dependence on international tourism for growth can be
gauged through a balance of payment analysis. Figure 4shows current account balances
Figure 2: Average Yearly Contribution of Net Exports to the Change of GDP.
Source: AMECO.
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Figure 3: Incidence of Tourism Exports in Total Exports.
Notes: EMU core includes Austria, Belgium, France, Germany, Netherlands and Finland. Tourism
includes the travel and passenger transport items.
Source: UNWTO
Figure 4: Current Account Balance for International Tourism Services, % of GDP.
Notes: EMU core includes Austria, Belgium, France, Germany, Netherlands and Finland. Tourism
balance includes the travel and passenger transport items.
Source: UNWTO
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 247
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for international tourism services. While EMU core countries and the UK record stable
deficits, southern European surpluses have skyrocketed between 2010 and 2019. Italy –
the outlier –displays a small and constant surplus of around 1 per cent of GDP while
Spain’s tourism surplus has increased from 3 to 4 per cent. However, it is in the small
southern European economies that the most spectacular tourism-led growth can be ob-
served. As of 2019, Greece runs a 9 per cent of GDP tourism surplus –a threefold in-
crease compared with 2010. Over the same period, Portugal’s tourism surplus has more
than doubled, standing at more than 7 per cent of GDP. Thus, while EMU core countries
continue to run current account surpluses driven by exports of manufactured goods (for
example, Germany) or high-end services (for example, Netherlands) (Hassel and
Palier, 2021), these imbalances have now been mirrored by southern Europe’s mounting
surpluses from international tourism.
Figure 5further indicates that rising tourism surpluses are not the result of declining
outbound tourism. Outbound tourism (imports) in southern Europe has remained flat over
the last three decades and has even increased slightly since 2015. On the contrary, except
for Italy, inbound tourism (exports) in southern Europe has skyrocketed after 2010. More-
over, the steep rise in inbound tourism in southern Europe is not mirrored by an equal in-
crease in outbound tourism in EMU core countries and the UK. However, this does not
imply that tourism-led growth in southern Europe relies increasingly on non-European
Figure 5: Inbound and Outbound Tourism Expenditure, % of GDP.
Notes: EMU core includes Austria, Belgium, France, Germany, Netherlands and Finland. Tourism
balance includes the travel and passenger transport items.
Source: UNWTO
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tourists, but instead that northern Europeans are more often travelling to southern Europe
than other world regions, pointing to a regional recomposition of tourism patterns.
This regional recomposition is evident in Figure 6, which shows countries’bilateral
balances of the travel item of the services’current account. It unequivocally indicates that
northern European and British citizens have substantially expanded their imports of tour-
ism services from southern Europe after the eurozone crisis. Thus, southern Europe has
become increasingly economically integrated with northern Europe and the UK thanks
to international tourism. Greece runs surpluses of around 1.4 per cent of GDP vis-à-vis
both Germany and the UK. These surpluses have more than doubled over the last decade.
Greece also runs substantial and increasing surpluses vis-à-vis France, Austria and the
Netherlands. Similarly, Portugal runs a 1.4 per cent of GDP travel surplus vis-à-vis the
UK, surpluses of around 1 per cent of GDP vis-à-vis both Germany and France, and sub-
stantial and increasing surpluses vis-à-vis other EMU core countries. Data on Spain are
scant and bilateral balances are unavailable. Yet, travel receipts as a per cent of GDP show
inflows of 1.2 per cent of GDP from the UK and of 0.8 per cent of GDP from both
Germany and France. Again, Italy is the outlier with 0.3 per cent of GDP travel surpluses
from Germany.
In a nutshell, the analysis of tourism’s contribution to economic growth yields unique
insights. As highlighted in the literature, the engine of growth in southern Europe after the
crisis has been net exports engineered via fiscal and wage devaluations (Perez and
Matsaganis, 2019; Scharpf, 2016). However, what has been neglected is the central role
Figure 6: Bilateral Travel Balances or Inbound Receipts, as a percentage of GDP.
Notes: Data on bilateral balances for the travel item of the current account is not available in Spain
and travel receipts only from 2016
Sources: Bank of Greece, Bank of Italy, Bank of Portugal, Bank of Spain
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 249
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of international tourism in this adjustment process. Tourism is a substantial component of
these countries’exports and a major engine of growth and employment creation. When
considering the direct and indirect impact of tourism on national economies, tourism ac-
counts for roughly 20 per cent of GDP in Greece, 17 per cent in Portugal, 15 per cent in
Spain, and 13 per cent in Italy (Figure 7left panel). In terms of employment, one-fourth in
Greece and one-fifth in Portugal are employed in a business that directly or indirectly de-
rives its income from tourism activities. In Spain and Italy, around 15 per cent work in a
tourism-related undertaking (Figure 7right panel). On the contrary, tourism services’con-
tribution to GDP and employment in EMU core countries and the UK is low and declin-
ing steadily over time.
While we do not have the space to provide conclusive evidence, we hypothesize that
the rise of tourism-led growth in the south has likely been driven by the combination of
amarket-based and an agency-based mechanism.
4
On the one hand, the expansion of tourism exports has likely been boosted by internal
devaluation in southern Europe after the crisis. Our calculations indicate that tourism ex-
ports are significantly price-sensitive in Italy, Greece and Spain, while Portugal’s tourism
Figure 7: Total Contribution of Tourism to National GDP (Left Panel) and Employment (Right
Panel)
Source: World Travel and Tourism Council (WTTC).
4
This is only partially related to political turmoil in the Middle East and Northern Africa (MENA). Despite a fall in tourist
arrivals in 2011, they returned to previous levels and experienced steady tourism growth above the world’s average before
the COVID-19 pandemic (Hopfinger and Scharfenort, 2020; UNWTO, 2019). However, it played a role in the restructuring
of tourism flows, that is, northern Europeans travelling more often to southern Europe, while the MENA countries increas-
ingly rely on non-European tourists.
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competitiveness appears less price-sensitive (Tables A1–A4 and Figure A1 in the Online
Appendix). This may be due to Portugal already being a much cheaper travel destination
than Italy, Spain and Greece.
5
Since 2008/09, Spain, Greece and Italy have experienced
lower inflation of tourism services’prices relative to the EU average. Thus, southern
Europe’s tourism exports have seemingly benefited from the decline in the relative price
of tourism-related services vis-à-vis the rest of the EU.
On the other hand, however, southern European governments have also developed co-
herent industrial policies to capitalize on their comparative advantage in tourism. Avail-
able assessments of industrial policies for tourism development suggest that governments
succeed (i) when generous public budgets support comprehensive developmental strate-
gies; (ii) when the governance of tourism policy is centralized or tightly coordinated at
the national level to activate synergies and co-operation among the plethora of actors
and economic sectors involved in the travel and tourism industry; and (iii) when govern-
ments support domestic markets by creating institutional complementarities on which
tourism thrives –such as physical (for example, airports, highways) and digital (for ex-
ample, marketing/advertising platforms) infrastructures, vocational training schools to up-
grade tourism-specific skills, and the integration of small and medium-sized enterprises
(SMEs) in the tourism value chains (Haxton, 2015).
In this respect, Greece (2007), Spain (2009) and Portugal (2007) have all successfully
implemented ‘National Strategic Plans’to rebrand, upgrade, diversify and promote their
domestic tourism industries internationally. While Greece and Portugal feature a highly
centralized governance of tourism, Spain tightly co-ordinates the autonomous regions’ac-
tivities at the national level under the aegis of the Ministry of Industry, Tourism and Trade
(OECD, 2012,2014). By the early 2010s, all three countries devoted large budgets to the
promotion of tourism; earmarking between 6 and 8 per cent of their total budgets to tour-
ism policy (Blanke and Chiesa, 2013, p. 405). Italy –the outlier in our account –has so
far not implemented a national developmental plan, let alone formed a coherent institu-
tional setting for tourism governance. This is largely due to the regionally fragmented
and unco-ordinated governance of tourism policy, which resulted from the broader disor-
ganized decentralization to regional governments in the late 1990s (OECD, 2011). As a
result, Italy’sfirst strategic tourism plan developed by the government in 2013 has never
been implemented. Initially developed to counteract Italy’s loss of tourism market share,
the plan failed because the government did not include the regional stakeholders, which
continue to promote their regional destinations individually (Banca D’Italia, 2018,p.
102). Moreover, Italy spent approximately half (3.6 per cent of total budgets) compared
to its southern European peers on tourism development and promotion (Blanke and
Chiesa, 2013, p. 405).
Conclusion: Tourism-Led Growth in the European Political Economy
This article speaks to burgeoning European political economy debates by directing
scholars’attention towards a novel and hitherto neglected strategy for export-led growth
based on internationally traded tourism services. We aimed to analyse how the process of
5
For instance, measured in terms of average hotel room rates, prices in Portugal were much lower than those in Spain,
Greece, and Italy in the early 2010s (Blanke and Chiesa, 2013, p. 440).
The Rise of Tourism-Led Growth in Europe’s Southern Periphery 251
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European economic and monetary integration has provided both opportunities and con-
straints underpinning southern Europe’s increasing reliance on tourism-centred growth.
Through a balance of payment analysis, we have shown that southern European econo-
mies have substantially expanded their current account surpluses in the tourism services
and that the main export markets reside in the EMU core countries and the UK. Especially
after the financial crisis, tourism exports have thus been major drivers of growth and em-
ployment creation in southern Europe.
We argue that the process of European economic and monetary integration has been a
double-edged sword, simultaneously incentivizing and forcing southern European
governments to reap their comparative advantages in the tourism industry. On the one
hand, European integration processes have created the preconditions for a boom of
intra-European travel, paving the way for southern Europe’s growing specialization
as Europe’s tourism destinations. On the other, EU state-aid prohibitions and a
hard-currency regime cum legal constraints on national budgets pre-empt southern
European countries’previous capacity to pursue growth strategies centred on expansion-
ary fiscal and wage policy as well as competitive devaluations. International tourism now
provides these economies with an option for export-led growth compatible with the re-
quirements of the EMU’s hard-currency regime and Europe’s regulatory state. Although
the EMU as a whole has moved towards a sizeable export-oriented bloc (Scharpf, 2016),
different types of export-oriented growth strategies now co-exist in Europe. Over the last
decade, the persistent surpluses of northern economies in manufacturing or high-end
services have become the mirror image of structural tourism surpluses in southern
Europe.
However, while growing tourism surpluses have partially compensated for the collapse
of domestic demand in southern Europe after the eurozone crisis, an over-reliance on in-
ternational tourism is highly problematic. First, tourism fosters a restructuring of eco-
nomic activity centred on low-skilled, low-productivity activities. It leaves southern
Europe structurally dependent on northern European tourists for growth and likely
trapped in a bad equilibrium, while northern core countries increasingly move towards
high-skilled, high value-added manufacturing and high-end services. Second, the unstop-
pable growth of global tourism comes with fierce competition from developing countries,
which are easily reachable through affordable flights. These countries enjoy comparable
natural and cultural resources but have lower prices and labour standards. Unless southern
Europe upgrades its tourism offer, low-cost price competition for tourist destinations is
likely to worsen even further employment and wage conditions in its tourism industry.
Third, high CO
2
emissions of the aviation industry and the damage to local natural re-
sources are orthogonal to climate change mitigation and environmental protection.
Fourth, a tourism-led growth strategy is highly vulnerable to exogenous shocks. As the
world has faced an unprecedented global pandemic, tourism activities have been among
the most affected sectors and southern Europe has been hit disproportionally hard.
Therefore, it is crucial to gain a better understanding of the role of international tourism
within today’s globalized economies. The recent literature on the political economy of
growth focused mainly on the (shrinking) manufacturing sector, high-end services, or
FDI attraction. While this focus remains legitimate, neglecting the tourism industry is
no longer possible. For better or worse, tourism has emerged as one of the world’s
fastest-growing industries and internationally traded services. Too little, if anything, is
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known in comparative political economy about the determinants of these secular
socio-economic transformations and their social, economic, environmental and political
consequences.
We aimed to provide a macro-level analysis of longitudinal and cross-country develop-
ments of tourism-led growth in Europe. Building on our findings, future research should
investigate the comparative political economy of tourism and uncover the characteristics
and the socio-economic drivers of different varieties of tourism-led growth strategies in
Europe. In fact, the tourism industry has become highly diversified over time with coun-
tries specializing in different types of tourism activities (for example, educational, medi-
cal, cultural or business tourism). Such specializations differ substantially in terms of the
sophistication and the value added of the services provided as well as the institutional
complementarities and physical infrastructures required to sustain such growth strategies.
Hence, future research should analyse the different policy pillars of various
tourism-centred strategies: investment in transport infrastructure, systems of skills forma-
tion, attraction of tourism FDI, destination management organizations, and professional
services in support of the tourism industry (for example, insurance, marketing, advertise-
ment). Lastly, future research should investigate the politics of tourism-led growth in dif-
ferent countries to uncover the social coalitions underpinning governments’developmen-
tal strategies.
Acknowledgements
We would like to thank Odysseas Konstantinakos for excellent research assistance. Previous versions
of this article were presented at the Annual Conference of the Council of European Studies 2021,
the Workshop on the Political Economy of Growth in Peripheral Economies, and at seminars at
the European University Institute, University of Zurich, and the Max Planck Institute for the Study
of Societies. We are very grateful for insightful comments and feedback from Björn Bremer, Fabio
Bulfone, Loriana Crâsnic, Lukas Haffert, Anke Hassel, Martin Höpner, Philipp Kerler, Maximilian
Kiecker, Camilla Locatelli, Giorgio Malet, Valentina Petrović, Vera Šćepanović, Marco Simoni,
Wolfgang Streeck, Arianna Tassinari, Elisa Volpi, Visnja Vukov and the anonymous reviewers of
the JCMS. Open access funding provided by Universitat Zurich.
Correspondence:
Reto Bürgisser, Department of Political Science, University of Zurich, Affolternstrasse 56,
CH-8050 Zurich, Switzerland.
email: buergisser@ipz.uzh.ch
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Supporting Information
Additional supporting information may be found online in the Supporting Information
section at the end of the article.
Data S1. Supporting information.
Reto Bürgisser and Donato Di Carlo258
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