Innovation on the promotion of local economy through cultural tourism Pavia, 07 Giugno 2012 Giovanni Antonio Cocco Direttore Generale Istituto Nazionale Ricerche Turistiche 1
Cultural tourism in Italy Accommodation facilities: The sleeping spaces in art cities constitute only 18.8% of the total in Italy (21,6% of sleeping spaces out of all hotels and 16.2% of non-hotels). Fonte: Istat Flows: The overnight stays in accommodation facilities in art cities in 2010 was over 100 million, equal to 26.6% of the total in Italy. Tourism flows in art cities also went up between 2009 and 2010 (+3,3%), especially foreign markets (+4,8%). Mainly: from the UK, Germany, France, the USA. Fonte: Istat Including tourism in private residences, we estimate that the overnight stays in art cities constitute 22.9% of the total in Italy, for a total nearing almost 198 million. Fonte: Osservatorio Nazionale del Turismo Dati Unioncamere Expenditure: We estimate that tourist expenditure in art cities constitutes 26.1% of turnover triggered by tourism in Italy, for a total of over 18 billions Euros (about 12,6 billions in 2008, +47%). Fonte: Osservatorio Nazionale del Turismo Dati Unioncamere 2
Occupancy rate in art cities Room occupancy 2011 Cities 51,1%* Italy 43,8%* Compared with other products, art cities sell higher amounts of available rooms, especially during off and mid-season. Fonte: Osservatorio Nazionale del Turismo Dati Unioncame 3
Religious tourism in Italy Religious tourism: estimate of overnight stays Market Italian Foreign Total Overnight stays 5.900.000 6.600.000 12.500.000 Source: Osservatorio Nazionale del Turismo dati Unioncamere Religious tourism: estimate of economic impact ( ) Market Italian Foreign Total Accommodation 229.687.000 151.008.000 403.625.000 Other expenses 347.038.000 302.280.000 637.375.000 Total 576.725.000 453.288.000 1.041.000.000 Source: Osservatorio Nazionale del Turismo dati Unioncamere Religious tourism in Italy counts for 12,5 million of overnight stays, whereof 6,6 million by foreign countries. A similar tourist movement has an economic impact on destinations above 1 billion euros, including accomodation (nearly 40%) and other expenses incurred by visitors (over 60%). Despite a lower amount of overnight stays, italian tourists generate more than half of the total tourism turnover. 4
A model for a cultural product 1 Cultural purposes Detecting reasons behind a cultural travel (art and history, cultural heritage, religion, cultural events, craftsmanship, etc.) 2 Product Building a well-organised system of attractions and services tailored on cultural tourist needs and expectations as to achieve high level of satisfaction 3 Promotion Implementing a model of promoting a competitive and sustainable product by using the most valuable communication channels definitely influencing cultural tourist choices (e.g. Internet, word-of-mouth, etc.) 5
Step 1: Cultural purposes Cultural purposes Weight (%) over the annual overnight stays 2008 2011 n overnight stays 2011 Visit unknown places 11,9% 18,0% 156 million Local craftsmanship 20,0% 13,1% 114 million Cultural events 5,2% 6,3% 55 million Local traditions 2,8% 6,3% 55 million Shopping 4,3% 5,8% 50 million Food and wine 4,7% 5,4% 47 million Folklore events 2,2% 2,5% 22 million Fonte: Osservatorio Nazionale del Turismo Dati Unioncamere 6
The Spiritual Route Key-sources: Sacra Sindone a Torino, Via Francigena, chiese ed i monumenti sacri di Roma Torino, Aosta, Ivrea (TO) Fidenza (PR) Assisi (PG), Spoleto (PG) Piediluco (RI) Rieti, Bolsena (VT) Viterbo, Sutri (VT) Roma 7
The Sacred and the Profane Key-sources: Fantasma di Villa Foscari a Padova fantasma di Azzurrina Malatesta al (RN), città che muore a Civita di Bagnoregio (VT) Sacro Bosco dei mostri a Bomarzo (VT) Orecchio di Dionisio a Siracusa, Necropolis di Mothia (TP) e Erice (TP). Padova Montebello (RN) Chiusi della Verna (AR) Civita di Bagnoregio (VT) Bomarzo (VT) Viterbo Siracusa Erice (TP) Mothia (TP) 8
The Templars Route Key-sources : Miracolo Eucaristico a Lanciano (CH) Volto Santo a Manoppello (PE) Templaria Festival di Castignano (AP) Castel del Monte ad Andria (BAT) Lanciano (CH), Manoppello (PE), Castignano (AP), Andria (BAT) 9
Key-sources : La Scala e l opera a Milano, Stradivari e la liuteria a Cremona, Verdi e l opera a Busseto (PR), Sferisterio e l opera a Macerata, Liuteria di Gubbio Organi di Foligno, Zampogne di Viggiano e San Paolo Albanese (PZ). Music and Italian Excellence Milano Cremona, Busseto (PR) Macerata Gubbio (PG) Foligno (PG) Viggiano (PZ) San Paolo Albanese (PZ) 10
A sustainable living Key-sources : Nuraghe di Barumini (VS), Dammusi di Pantelleria (TP), Trulli di Alberobello (BR), Masserie di Ostuni (BR), Case coloniche di Cortona (AR) Malghe della Val di Fassa (TN) Barumini (VS) Pantelleria (TP) Alberobello (BR) Ostuni (BR) Canazei (TN) 11
Step 2: Create a product To create a successful product, tourist needs have to be constantly monitored as to involve tourist in activities and opportunities within destinations (food and wine, accommodation, fun and entertainment, shopping). Then, destinations have to specialise in those products well-connected with their identity and resources as well as lying behind cultural purposes of tourists. Quality seals contribute to enhance quality among operators and to achieve higher level of tourist satisfaction. Rieti: I Cammini d Europa Respect quality standard of service Improvement of quality among operators Safeguard of tourists Create a Network of SMEs at national and international level Promote a inner way of travelling Implement a route courtesy-point Explore and taste local wine and food Travel across local traditions and cultural heritage 12
Step 3: Promotion Detect the most valuable communication channels definitely influencing cultural tourist choices (e.g. Internet, word-of-mouth, etc.) Factors of influence on destination choices multiple answers (%) Italian Foreigner Total On the advice/description from friends or family 33,6 34,9 34,2 Already been here/personal experience 37,2 21,1 29,9 Internet 23,1 37,0 29,4 Information on the Internet 16,1 25,0 20,1 Offer on the Internet 7,8 14,4 10,8 Social network 2,3 4,1 3,1 Catalogues/Tour company brochures 3,5 8,6 5,8 On the advice of a travel agent 2,7 9,0 5,6 Articles/Editorial/Daily 4,2 5,7 4,9 Tourist guide 2,4 7,8 4,9 TV, Radio, Poster, press advertising 4,3 3,7 4,0 On the advice of a tourist bureau where I went for information 2,1 6,0 3,9 Exhibitions/Conventions/Fairs 1,6 5,3 3,3 Source: Osservatorio Nazionale del Turismo - dati Unioncamere 13
Step 3: Promotion A proper model of promotion has to be market and target-oriented as to reach potential tourists before, during and after their experience using innovative and sustainable tools and patterns. Italian Restaurants in the World Shared information Applying restaurants 1.129 105 CdC in Italy infrastructure Certified restaurants 720 Countries involved 44 Foreign Chamber of Commerce 65 Prizes 70 Public involved TV ads (Rai Italia) 12.000 240 75 CdC Abroad Products TV services YouTube ads Views 100 35 10.000 Accommodation 14
Step 3: Korea EXPO 2012 Toward a new promotion: Support and enhance the Italian restaurants in the world in the promotion of Italian food culture respecting the standards of quality typical of Italian hospitality and Italian destinations 15
Thank you www.isnart.it www.10q.it www.impresaturismo.it www.premiospitalita.it 16