italy tourism strategy

Strategic Tourism Development Plan 2023-2027

The Ministry of Tourism in Italy presented the Strategic Tourism Plan 2023-2027, based on five pillars aimed at promoting the competitiveness of the sector namely: governance innovation quality and inclusion training and professional tourism careers sustainability. The general objectives of the Plan are: Innovate, specialise and integrate the national offer Increase the competitiveness of the tourism system Develop effective and innovative marketing Achieve efficient and participatory governance in the process of elaboration and definition of the tourism plan and policies. The policy objectives include, in the short term, supporting the recovery and recovery post Covid-19 through the use of fiscal, financial and regulatory instruments, and in the medium term to stimulate strategic revitalisation through a greater competitive capacity of enterprises and greater attractiveness of supply. The general policies are accompanied by specific initiatives dedicated to tour operators, travel agencies, business travel and digital nomads. Trade fairs and MICE (Meetings, Incentives, Conferences and Exhibitions) The overall objective is to consolidate and strengthen the leading role that Italy has conquered in the world with regard to trade fairs. The general policies are accompanied by specific initiatives dedicated to Congresses. The Plan starts from the assumption that the competitive challenge in tourism increasingly focuses on the quality level of services offered and the recognisable standard of the facilities on offer. In order to meet these emerging trends it is necessary that facilities evolve in terms of services and quality standards, especially in terms of technology in terms of technology the system, as a whole, renews its communication practices in order to distinguish its offer and characterise its market positioning there are adequate professionals to manage the services needed to meet the new tourist needs.

Italy Tourism Industry

Italy Tourism Industry Analysis by Domestic and International Tourism Type from 2024 to 2034

La Dolce Vita 2.0, Reinventing the Tourism Experience for the Modern Traveler in Italy

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Italy Tourism Industry Analysis from 2024 to 2034

The travel industry in Italy stands as a beacon of cultural richness, historical grandeur, and natural splendor, captivating millions of visitors from around the globe each year. According to an updated research report from Future Market Insights, the Italy tourism industry is poised to reach a valuation of US$ 27.3 billion by 2024.

Further forecasts suggest a subsequent increase to US$ 51.2 billion by 2034, illustrating a consistent growth trajectory. This projected expansion showcases a CAGR of 6.5% over the forecast period, indicating sustained and steady growth within the industry.

Renowned for its iconic landmarks, world class cuisine, and breathtaking landscapes, Italy offers an unparalleled tapestry of experiences that cater to desires of the travelers. From the ancient ruins of Rome to the Renaissance treasures of Florence, from the romantic canals of Venice to the sun kissed shores of the Amalfi Coast, Italy beckons travelers with its irresistible charm and timeless allure.

The industry in Italy is a vibrant ecosystem encompassing a diverse array of offerings, including guided tours, luxury accommodations, adventure experiences, culinary adventures, and cultural immersion programs.

Italy, with its rich cultural heritage, artistic legacy, as well as gastronomic delights, appeals to a wide spectrum of travelers, from history enthusiasts and art aficionados to foodies and nature lovers. Italy, being one of the top tourist destinations in the world, continues to innovate and evolve, embracing sustainable tourism practices, digital technologies, and experiential travel trends.

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Industry Motivators Enhancing the Growth

• Italian cuisine is renowned around the globe, and culinary tourism is a significant driver of travel to Italy.
• Preservation efforts and cultural events in Italy continue to attract tourists interested in history, art, and architecture.
• High end travelers seeking luxury hotels, yacht charters, as well as personalized services contribute to the growth of luxury tourism.
• The diverse landscapes, from the Alps in the north to the Mediterranean coastline in the south, offer opportunities for outdoor activities.

2019 to 2023 Historical Analysis vs. 2024 to 2034 Industry Forecast Projections

The scope for tourism in Italy was substantial, advancing at a 4.8% CAGR between 2019 and 2023. The industry is achieving heights to grow at a moderate CAGR of 6.5% over the forecast period 2024 to 2034.

The industry witnessed a steady growth during the historical period, owing to cultural heritage, culinary tourism, and luxury travel. Italy implemented various measures during the historical period, including travel restrictions, and health and safety protocols, to support the tourism.

Adoption of digital transformation acceleration such as online booking platforms, and virtual tours changed consumer preferences and safety concerns. Pent up demand for travel and leisure activities will lead to a surge in tourism, as travelers seek to explore new destinations, and fulfil postponed travel plans.

Continued digital innovation will enhance the visitor experience, with advancements in augmented reality, as well as artificial intelligence.

Offering diverse and authentic experiences, including niche tourism offerings will attract a broader range of travelers seeking unique and meaningful experiences. Italy will diversify its tourism offerings to appeal to emerging industry segments, such as wellness tourism, adventure travel, and experiential tourism.

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Major Contributors of Italy Tourism Industry

• Digital transformation helps reach a global audience and attract tech savvy travelers.
• Infrastructure development improve accessibility and connectivity within Italy and from international industries.
• Special Interest Tourism attracts a broader range of travelers with specific interests.
• Government initiatives and policies support the growth of the tourism industry, including marketing campaigns.

Factors Hampering Italy Tourism Industry

• Overcrowding and overtourism could detract from the visitor experience and deter future travelers.
• Infrastructure limitations may hinder accessibility to and within tourist destinations in Italy, limiting the growth potential.
• Competition from rival destinations may divert tourist flows away from Italy, challenging the industry share of the country.
• Cultural preservation challenges diminish the appeal of the country to discerning travelers.

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Region-wise Insights

Fashion and design will boost the industry growth in north italy.

Milan is renowned as a global fashion capital, hosting prestigious fashion events such as Milan Fashion Week. The luxury boutiques, designer showrooms, and fashion museums appeal to fashion enthusiasts and luxury travelers.

North Italy is home to iconic cultural landmarks and historic cities such as Milan, Venice, Florence, and Verona. The rich cultural heritage, including Renaissance art, Gothic architecture, and UNESCO World Heritage sites, attracts tourists interested in history, art, and architecture.

Rural and Agritourism Will Augment the Demand in Central Italy

The picturesque countryside of Central Italy offers opportunities for rural and agritourism experiences. Visitors can participate in agricultural activities, taste local produce, and immerse themselves in rural life and traditions.

Central Italy is home to UNESCO World Heritage sites, which preserve centuries of history and architectural splendor. Visitors can explore iconic landmarks immerse themselves in the rich cultural legacy of the region.

Natural Beauty Will Create New Avenues for the Industry in South Italy

South Italy offers diverse natural landscapes, including rolling hills, vineyards, olive groves, and rugged coastlines. Outdoor activities such as hiking, cycling, and sailing appeal to nature enthusiasts and adventure travelers seeking to explore the scenic beauty of the region.

South Italy is home to famous wine regions known for producing high quality wines such as Aglianico, Nero d'Avola, and Primitivo. Wine tours, vineyard visits, and wine tastings offer immersive experiences for wine enthusiasts visiting the region.

Scenic Beauty to Stimulate the Growth Prospects in Islands Italy

Islands Italy, including Sicily, Sardinia, Capri, and the Aeolian Islands, offer stunning natural landscapes characterized by pristine beaches. The scenic beauty of islands attracts sun seekers, nature lovers, and photographers from around the world.

Islands Italy offers unique attractions and experiences not found on the mainland. The natural wonders and iconic landmarks draw tourists seeking unforgettable experiences.

Category-wise Insights

The below table highlights how international segment is leading the industry in terms of tourist type, and will account for a share of 44.6% in 2024. Based on age group, the 36 to 45 years segment is gaining heights and will to account for a share of 30.6% in 2024.

International Segment Witnesses High Demand for Tourism in Italy

Based on tourist type, the international segment will dominate the Italy tourism industry. Italy offers a wide range of luxury and boutique accommodations, including historic palaces, boutique hotels, and luxury resorts.

International tourists seeking upscale experiences, personalized service, and exclusive amenities contribute to the growth of luxury tourism in Italy.

Italy is home to historic cities and art capitals that showcase centuries of artistic and architectural achievements. Cities like Rome, Florence, Venice, and Milan are hubs of culture, fashion, and design, attracting tourists interested in exploring museums, galleries, and landmarks associated with renowned artists and architects.

36 to 45 Years Segment to Hold High Demand for Tourism in Italy

In terms of age group, the 36 to 45 years segment will dominate the Italy tourism industry. Many individuals in this age group may have young families or be in the midst of family planning.

Italy offers family friendly destinations and activities, such as historic cities, cultural attractions, amusement parks, and beach resorts, making it an appealing choice for family vacations and multi-generational travel.

Individuals in the 36 to 45 years age group typically have established careers, stable incomes, and greater financial capacity to afford leisure travel. They are more likely to prioritize travel experiences and allocate discretionary income towards vacations, including trips to Italy.

Competitive Landscape

The Italy tourism Industry is dynamic and diverse, shaped by a combination of factors including geographical diversity, cultural heritage, infrastructure development, industry segmentation, and evolving consumer preferences.

Company Portfolio

• Alma Italia specializes in providing customized travel experiences and tours across Italy. Their portfolio includes curated itineraries that showcase the rich cultural heritage, culinary delights, and scenic beauty of Italy.
• Exodus Travels offers a diverse range of adventure and cultural tours in Italy. Their itineraries are designed for adventurous travelers looking to discover Italy off the beaten path.

Key Coverage in the Italy Tourism Industry Report

• Italian travel destinations
• Cultural tourism in Italy
• Italy vacation experiences
• Best places to visit in Italy
• Italy tourism statistics
• Wine and culinary tours Italy

Report Scope

Segmentation analysis of the italy tourism industry, by visit purpose:.

• Business and Professional
• Leisure, Recreation and Holidays
• Religious Travel

By Demographic:

By tourist type:.

• International

By Tour Type:

• Youth Groups
• Single Tourists

By Tourism Type:

• Religious Tourism
• Cultural/Heritage Tourism
• Medical Tourism
• North Italy
• Central Italy
• South Italy
• Islands Italy

Frequently Asked Questions

What is the anticipated value of the italy tourism industry in 2024.

The Italy tourism industry is projected to reach a valuation of US$ 27.3 billion in 2024.

What is the expected CAGR for the Italy Tourism Industry until 2034?

The Italy tourism industry is set to expand by a CAGR of 6.5% through 2034.

How much valuation is projected for the Italy Tourism Industry in 2034?

The Italy tourism industry is forecast to reach US$ 51.2 billion by 2034.

Which is the leading tourist type in the Italy Tourism Industry?

International segment is set to be the top performing tourist type, which will exhibit a share of 44.6% in 2024.

Which is the dominant age group in the Italy Tourism Industry domain?

36 to 45 years segment is preferred, and will account for a share of 30.6% in 2024

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Ministero degli Affari Esteri e della Cooperazione Internazionale

Ricerca sito live, presentation of the 2017-2022 strategic plan for tourism – alfano: “italy is the most photographed country on instagram.”.

• Publication date: June 19 2017
• Tipology: Press Releases

“Italy is the most photographed country on Instagram. It is a country where everybody wants to go to sooner or later, to enjoy a first-hand experience of what it means “Vivere all’italiana” (The Italian way of life) and enjoy our countless beauties. Tourism accounts for 11.8% of the Italian GDP and 12% in terms of jobs. In 2015, 52 million people visited Italy, making it the 5th most popular destination in the world. It is an achievement that makes us proud but also launches a challenge. To stand up to it, we have developed a Strategic Plan for Tourism, to which the Farnesina has greatly contributed together with the Ministry for Cultural Heritage and Activities and Tourism, the Regions, ENIT (Italian Tourist Board) and all the stakeholders involved in promoting Italy. The Strategic Plan focuses on innovation, digital technologies, capitalising on our heritage and our country, bringing the whole tourist system and economy back to centre stage in our national policy-making.”The Minister of Foreign Affairs and International Cooperation made this comment in view of the event entitled “Italy a country for travellers – Presentation of the 2017-2022 Strategic Plan for Tourism,” which will take place at the Farnesina on 20 June, 2017 at 10:30 a.m.The initiative was co-organized by the Ministry of Foreign Affairs and International Cooperation (MAECI) and the Ministry for Cultural Heritage and Activities and Tourism (MIBACT), in cooperation with the Conference of Italian Regions and Autonomous Provinces. The works will be opened by Minister Alfano, followed by Stefano Bonaccini, president of the Conference of  Italian Regions and Autonomous Provinces, and Francesco Palumbo, MIBACT Director General for Tourism. The event will be attended by representatives of institutions and the academic and cultural world, including Fabio Maria Lazzerini, a member of the Board of Directors of ENIT. Vincenzo De Luca, MAECI Director General for Cultural and Economic Promotion and Innovation will moderate the conference. The Minister for Cultural Heritage and Activities and Tourism, Dario Franceschini,  will make the closing remarks to the event.

Presentazione del piano strategico del turismo 2017-2022

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• Notice: Digital Tourism – Thesis 10 Settembre 2024
• Notice: Digital Tourism – 16 September Exam 9 Settembre 2024
• 2024-2025 1st Semester Calendar out 6 Settembre 2024

Course Introduction

Tourism is a burgeoning industry all over the world, one of the primary and fastest growing economic sectors and a key driver for socio-economic progress.

These are the reasons why Tor Vergata University of Rome and our Department have set up an interdisciplinary Master Degree aimed at the training of international operators and experts in current strategies of tourism planning.

The establishment of the Course responds to a wide demand for training and employment prospects in tourism, expressed by foreign and Italian students, who are already engaged in bachelor degrees in tourism and other sectors of our Universities as well as the other national and international ones.

Some institutions: ( Convention Bureau Italia; Learn Italy – The Italian School, NY; FederCongressi; UAE Embassy ), universities ( Pennsylvania State University-Erie – Fine Arts Department; Technological University Dublin – School of Hospitality Management & Tourism; University of Brighton-Centre of Sport, Tourism and Leisure; Solent University, School of Business, Law and Communication – Southampton UK; Uniwersytet Gdanski, Insitute of Geography, Department of Spatial Management ) and national and international companies ( RSI Group/Tridente Collection; RCHS.EU; StepStone Group/ HOTELCAREER; European Interior Company – Bucarest ) have declared an interest to collaboration agreements and conventions for traineeship and internship offers, as well as work experiences for registered students and graduates.

Also, the training and professionalizing project of the Course was appreciated as an original proposal by some international projects ( Expo Dubai 2020 – “Forgotten connections. The Islamic heritage in Italy” ; Programa Institucional De Internacionalização – Capes/Print (2018) in cooperation with Brazilians universities ; Professional Technical Center , promoted by Latium Region, Department of Education, Right to Education, University and Research, in the Economic and Professional Area “Tourism and the economy of the sea” ).

The Master Degree is held in the Roman metropolitan area, in a splendid green landscape, with educational offer in the English language, with Italian and international lecturers and others such as experts from the corporate world, holding seminars and conferences and off Campus visits, to combine culture and operational skills.

The proposed outlets are in the fields of business, the professional sectors, private bodies and public institute. The Master can also create employment opportunities and integration among students, university professors, experts and professionals of different cultures and backgrounds, taking advantage of the vast reputation and experience that only the Made in Italy brand can guarantee.

Don’t know how to choose your path? Our Training Project could be what you need.  Deadlines and procedures for compiling the Study Plan can be found at the Student Office website, that can be self-translated using the browser option. For

Student Handbook

This is the first document you must check for your application. Carefully check the voices in the index and, if you do not find what you are looking for, feel free to contact our email that you find in the

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Do you need an Accomodation? Check the University help center!  You can choose our CampusX structure for your accommodation. Check here! You can also check a student resident according with requirements with Scholarships. Another suggestion is checking a accommodation along

Ministry of Tourism and ENIT launch the 2022 international campaign to promote Italy

MINISTRY OF TOURISM AND ENIT LAUNCH

THE 2022 INTERNATIONAL CAMPAIGN

ITALIAN “AMBASSADORS” TO THE WORLD REVEALED IN MILAN FOR A MAJOR TOURISM PROMOTION INITIATIVE: ROBERTO BOLLE, FEDERICA PELLEGRINI, MASSIMO BOTTURA, BEBE VIO,

RENZO ROSSO, STEFANO BOERI, MARCO BALICH, ALESSANDRO BARICCO AND MANY OTHERS

THE TESTIMONIALS' FEES AND IMAGE RIGHTS WILL BE DONATED TO A THREE-YEAR TOURISM PROMOTION PROJECT DEDICATED TO YOUNG PEOPLE, START-UPS AND UKRAINE

Italian tourism is taking off again and looking far ahead. The Ministry of Tourism and ENIT are aiming to reach the general international public, in collaboration with the Regions, in partnerships with Eurovision and Giro d'Italia and the support of CONI, thanks to a tourism promotion campaign targeting multiple nations around the world. At the centre of the project, as ambassadors, are some of the most well-known faces representing the best of Italy: from sports to arts, from food to culture, with testimonials from sectors representing the iconography of the Bel Paese, photographed by the very Italian Julian Hargreaves (for Federica Pellegrini, Massimo Bottura, Stefano Boeri, Renzo Rosso), and Luciano Romano (who took the beautiful shots of Rome and Agrigento with Roberto Bolle). Along with the shots offered by Bebe Vio, immortalised by friends during a holiday on the island of Elba, and Marco Balich, photographed by his son in the splendid Piazza del Plebiscito in his beloved Naples.

The initiative, which was presented in front of the Minister of Tourism Massimo Garavaglia and the President of the Lombardy Region, Attilio Fontana, will not only spread word about the beauty of Italy, but will also help to promote a three-year project to support young companies, tourism and culture start-ups, to which the ambassadors' fees and image rights will be donated. In addition, the campaign will see ENIT side by side with CONI and the National Sports Federations in a solidarity programme aimed at supporting athletes from Kyiv to train in Italy, in the federal centres and the Acqua Acetosa Olympic Preparation Centre.

“This is an important moment for Italy. These actions aim to strengthen the visibility and positioning of Italian destinations in a global scenario that sees positive prospects for recovery,” says ENIT CEO Roberta Garibaldi.

"ENIT is on an expansive path of growth that began during these long years together and is now amplified by further methods and standards that refine the work. This broad scope is one that we feel we share with the entire tourism chain, in a participatory approach that will continue to infuse value and credibility into the Italian brand,” comments ENIT President Giorgio Palmucci.

The campaign will also be experienced on the international stage of Eurovision: the world's second largest broadcast in terms of viewers after the Olympics (180 million people). In fact, ENIT, in collaboration with RAI, is launching postcards that will appear behind each artists' performance, allowing anyone to discover an unseen Italy with an invitation to discover it directly on the Italia.it portal.

Participation in the Giro d'Italia and Giro-E will also contribute to this: thanks to a route of 3500 km, Italy will enter the homes of more than 758 million TV viewers worldwide and 10 million Italians along the roads with more than 24,000 hours of broadcasting. Among the initiatives in the field are 25 digital guides, narrated by a videomaker and a journalist coordinated by ENIT, dedicated to the most significant cycling routes that will be found on the portal ITALIA.IT to invite cycling tourists to travel around our country along the route of the Giro, as well as to enjoy local web videorecipes to showcase traditions and specific territorial identities: every day an Italian menu to emphasize the unique cultural and food and wine treasures with the biodiversity of each region. Then, with the Giro Express, a Belgian storyteller will make 18 in-depth stops by entering the connective tissue of local lifestyle and productions to share on social media. As well as in-depth talks to see and test the products that make bikes, electrically driven but also one of the pillars of mobility for today and tomorrow.

“We are proud of this institutional teamwork, which sees us take the field with the Ministry of Tourism and ENIT to boost the relaunch of the country through the contribution of the reputation for excellence it has around the world. Our champions are a powerful expression of the authentic values that make sport an engine of development and wellbeing, a successful locomotive happily contributing to promoting Italy's beauty and competitiveness in the world, also from a tourism perspective,” according to CONI President Giovanni Malagò, who supervised the project with Manuela Di Centa, advisor to the Minister of Tourism on sports issues.

“It is crucial for Italy to regain a sense of pride in its true value after these difficult years. Taking stock of its grandeur with a myriad of outstanding features to show the world, to revive this important pillar of tourism to our,” says ENIT advisor Sandro Pappalardo.

The “Discover the Italy You Didn't Know” project is grafted onto all this, where the central themes, along a five-month journey, are Italian villages and landscapes, slow tourism (walking, wine and food, art and cultural heritage) and active tourism (biking, boating, Nordic walking and outdoor activities for summer and winter). This joint strategy of the Italian regions, the result of a programme agreement between the Ministry of Tourism and the Tourism Policy Commission of the Conference of the Regions and Autonomous Provinces, oversees the coordination of four regions: Umbria (slow tourism), Emilia-Romagna (villages), Marche (active tourism) and Abruzzo (Tourism Digital Hub).

This detailed project for the promotion and showcasing of our country targets proximity marketing and those for which, even in the post-pandemic phase, there are interesting boosts for the tourism sector and international hubs that allow a multiplier effect, such as international airports, prestigious newspapers and billboards in European capitals. The target markets are the DACH (Germany, Austria and Switzerland), the Benelux (Netherlands, Belgium and Luxembourg), France, UK, USA and the Nordics market (Sweden, Finland, Norway and Denmark) and the keywords are sustainability, inclusion, diversity and innovation.

The project was made possible by the work internally coordinated at ENIT by Maria Elena Rossi, ENIT’s Marketing and Promotion Director, with the collaboration of Accenture for the strategy and concept, Paolo Iabichino with his creativity in the direction of the campaign produced together with Accenture Song, and with the production of Luz About Stories. The "Discover the Italy You Didn't Know" campaign is instead the work of Dilemma, while the Eurovision videos are a RaiCom production.

Francesca Cicatelli

ENIT Press Office

Via Marghera 2 - ROME

Phone: (+39) 392.9225216

e-mail:  [email protected]

Tourism In Post-Pandemic Italy: Restarting With Digital Strategies

An international observatory on tourism marketing in Capri island.

“The digitalization of businesses working in the tourism sector alone is not enough: it is necessary to rebuild the relationship with the tourist, starting with territorial marketing projects, but tailored to the new needs of the tourist; teaming up within the territory is imperative, as well as a digital training plan for small and medium-sized businesses, which will have to start from structural, organizational and communicative criticalities.” This is what Louis Molino , CEO of Promediacom, publisher, expert, and consultant in digital marketing for small and large Italian companies and organizations, says. From his privileged observatory on Italian communication based on the island of Capri , he draws up a vademecum for restarting through digital strategies and projects.

Listening to the new needs of travelers and tailoring offers 

In order to get going again, the tourism entrepreneur must first understand how tourists have changed, with what feelings they resume traveling, with what habits, what they are looking for. . . only in this way can the company intercept their needs, responding with tailored offers. The entire marketing strategy must be based on the customer and contextualized in this ‘new normal’.

Above all, small tourism businesses will have to digitize and do it quickly. The Coronavirus has taught us that businesses have had to readjust their physical interactions with the customer, and ingeniously find alternative methods to continue selling, but also to relate to the customer. Digital tools will be essential to get going again.

Develop a Digital Training system for small tourism businesses.

There is a need to guide the restart through a system of digital training that must begin with the institutions and the territory, because digital tools alone are not enough if they are only used to a limited extent. In this transition, institutions, regional and municipal administrations, tourist boards but also trade associations, in partnership with agencies and consultants in the area of reference, are called upon to develop real free training projects, dedicated to small and medium-sized enterprises in the tourism sector, from a strategic perspective of development through digital marketing and communication tools.

The propensity to relate and communicate directly with the tourist, which usually the Italian tourism entrepreneur has in himself and which represents a worldwide excellence, must be transferred also online, through all the tools loved by Italian and international tourists.

Working as a team, communicating the territory with Timeliness, competence, and authority.

The post-pandemic tourist, especially the one directed in small accommodation facilities, will not be the same as before: probably he will decide for shorter vacations, maybe he will have a reduced budget, but above all he will have developed new needs from the point of view of his own safety, and it is necessary that each company makes an analysis of the criticalities present in its structure; and start again from the organization, the communication and the marketing, adapting them to the new scenarios. It would also be the right time to raise the bar of standards of reception, to promote — in a not-too-distant future — a quality tourism, but at the same time sustainable for the precious landscape and cultural attractions of Italy.

Create Trust, through a simple and continuous communication of the beauties of the Italian territories.

Post-covid-19 marketing strategies for the Italian tourism sector must be based on creating trust and communicating security. The structures, as well as the territories, will have to communicate and inform with continuity the potential tourists-customers, obviously using all the digital channels employed by the users; considering the richness in terms of beauty and culture of our territories, the communication will have to be as essential as possible. Making the company speak through the territory, with the help of Video and Photos, is always the most attractive strategy.

A permanent observatory on communication in the tourism sector, where experts in marketing, institutions, universities, trade associations can listen and interface with companies and share data and information useful for the growth of small and medium-sized tourism companies.

“Never before has it been so essential to ‘team up’. The idea we are working on with the experts of my agency Promediacom is to create a completely non-profit platform of information and collaboration, where the entrepreneur of the tourism sector can find information, numbers, strategies and projects — completely free of charge — made available not only by the most important experts in Italian communication, but also by university professors, economists, trade associations and institutional representatives.”

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Aosta Valley

The Aosta Valley is a paradise for visitors seeking outdoor experiences in nature while exploring history and traditions The smallest region in Italy, dotted with the highest peaks in the Alps, it is the ideal destination for anyone who enjoys winter sports and high-altitude walks. Its green valleys and fairy-tale castles make the Aosta Valley an enchanting place to experience all year round.

Piedmont is sure to enchant you with its mountains, hills, typical flavours and uniquely elegant cities An extraordinary heritage of art and history, culture and nature, characterises Piedmont, a region with a thousand faces, one more interesting than the other: cities of rare elegance, mountains that lend themselves to splendid skiing or walking, fascinating villages, hills that are among the best known in the world for their extraordinary wine production.

Lombardy: a dynamic land immersed in the present and reaching toward the future, but with an extraordinary heritage of art and nature Lombardy is a region in the north of Italy known for its industry and finance, of course, but also for its art and extraordinary landscapes, starting with the picturesque lakes and its mountains, Valcamonica and Valtellina in primis. Capital and symbolic city, Milan represents the industrious heart that goes hand in hand with other cities with a vibrant spirit.

Trentino is sure to amaze you with its immense natural heritage, the spectacular splendour of the Dolomites and fascinating sites steeped in history Discover Trentino’s culture of slow travel, taking the time to savour every corner among nature and cultural trails and educational farms. You will find hundreds of hotels offering wellness centres for truly relaxing holidays for the whole family in some of Italy's most beautiful villages, set in unique landscapes.

South Tyrol

Alto Adige is a dream place to discover all year round amidst green valleys and snow-capped peaks Combine the relaxation of spa treatments with the pleasure of fun in the snow for a real wellness boost amidst Alpine lakes, beautiful villages and state-of-the-art ski facilities suitable for all ages. All this and more in the majestic scenery of the Dolomites, a UNESCO World Heritage site in Alto Adige.

Veneto, a region of wonder, with cities of art of undisputed beauty, as well as the most pristine nature The beauty of Lake Garda, the charm of the Dolomites, the sea of Jesolo, the hills covered with vineyards and the relaxing thermal baths, on top of an immense artistic and historical heritage, elegant cities such as Venice and Verona, quaint villages and breathtaking landscapes. Veneto is all this and much more.

Friuli-Venezia Giulia

Friuli-Venezia Giulia Friuli Venezia Giulia: a treasure chest nestled between sea and mountains A border region sandwiched between the Friulian Dolomites and the Upper Adriatic, blessed with an immense cultural heritage resulting from the influence of different cultures and peoples, cosmopolitan and modern, Friuli Venezia Giulia will also seduce you with its temptations of relaxation, sport and fun.

Tucked-away villages, secret little beaches and superb nature: how enchanting Liguria is! Liguria is a wonderful strip of land enclosed between the sea and the mountains, with pastel-coloured houses and breathtaking views. With lush unspoilt nature, many small towns to discover and an incomparable culinary tradition, it enraptures the eye and the heart.

Emilia Romagna, a region of unrivalled charm, with immense artistic beauty and unparalleled hospitality Emilia Romagna with its Riviera Romagnola offers beach tourism that attracts families and young people to its shores every summer. Rich in sites of historical and cultural interest, this region boasts a world-renowned wine and food tradition. Skilful hospitality does the rest, making Emilia Romagna an ideal holiday destination in every season. Video credits: Oliver Astrologo

Tuscany will win you over with its unique landscapes, cities of art, thousand-year-old history and fantastic food Tuscany’s magical atmosphere evolves day by day as you stroll around the cities of art, cycle in the parks, enjoy the sea or savour its typical products, in a region with a one-of-a-kind natural, cultural and historical heritage that has fascinated visitors for centuries.

From Assisi to Perugia, via Gubbio, Lake Trasimeno and Marmore Falls: Umbria is a truly enchanting tourist destination Peaks covered in lush forests and large valleys outlined by rivers, lakes and waterfalls; sorrounded by villages and castles, crossed by paths steeped in history, art and culture, in a natural environment that helps to restore the body and soul: Umbria, the Green Heart of Italy, is all this and much more.

Le Marche, a plunge into the history, art and architecture of a region with the scent of the sea and redolent of traditions and hospitality A great variety of landscapes and an infinite range of colours that make the area's natural beauty incomparable, plus an artistic heritage that fears no comparison: this is how the Marches, with an area of no more than 10,000 square kilometres, will captivate you forever.

Sardinia: a journey to the island of the emerald sea, nuraghi, unspoilt nature and millenary traditions Crystal-clear waters, beaches of soft, white sand, granite rocks framed by wild, fragrant Mediterranean scrub: welcome to Sardinia, an island of a thousand contrasts that will also seduce you with its unique archaeological heritage and its people's innate sense of hospitality.

Lazio is not only Rome: landscapes and monuments of Lazio Rome, the capital of Italy and a unique open-air museum in the world, is enough to make Lazio one of the most beautiful and interesting regions. Even in terms of landscape, it boasts an area of great impact and remarkable variety, with its long coastline, beautiful hills and Apennine mountains. A destination to fall in love with.

Abruzzo, a journey through history between sea, mountains, flavours and unspoilt nature in parks and protected areas A region in central Italy, Abruzzo has two souls and one heart. Predominantly mountainous and hilly, it overlooks a beautiful stretch of the Adriatic Sea. Here, you will find the highest peaks of the Apennines, such as the Gran Sasso and the Majella massif, as well as the only Apennine glacier, but also some of the most popular beaches.

Campania offers landscapes, history, culture and a gastronomic tradition that the whole world envies A consistently mild climate, lush nature framing breathtaking landscapes, unspoilt villages and fairy-tale coastlines: this is Campania, a region that sums up centuries of cultures, between West and East, in a single Mediterranean jewel known for its unparalleled hospitality. A destination for the soul, the eyes and the palate.

Molise, a tiny region with grandiose landscapes: come and discover its history and culinary tradition Molise is a region steeped in history, characterised by numerous tasty food and wine delicacies, but also by rich nature reserves and villages that seem crystallised in history. A destination yet to be discovered, amid marvellous seashores and breathtaking high cliffs

Apulia: the sunny region between two seas and warm hospitality in places rich in history Located in the heart of the Mediterranean, it is a magical combination of artefacts, history, art and unspoilt nature, amidst beautiful coastlines and picture-postcard landscapes. This is Puglia, a region of golden beaches and crystal-clear waters, intense flavours and fascinating destinations: Castel del Monte, the trulli, the islands passing through towns kissed by a unique and unforgettable light.

Basilicata, a region of ancient origins, suspended between two seas and with mountains of great beauty Basilicata is a region where the passage of man has left its mark since prehistoric times. With the ancient name of “Lucania”, it is enriched by an incredible artistic heritage. Not to mention its never-boring panorama, which ranges from the Lucanian Dolomites to the Pollino Park, passing through two seas.

Calabria is the region of crystal-clear sea, the Riace Bronzes, Reggio Calabria and Capo Vaticano, a captivating mix of history and beauty Calabria, also known as the tip of the Italian boot, is a region in Southern Italy characterised by the incredible diversity of its landscapes, with the proximity of mountains to a splendid sea that attracts tourists from all over the world.

A dive into Sicily, where a sea of art, culture and nature will seduce you and become eternal love A predominantly hilly and mountainous area, but one that wins the hearts of tourists from all over the world with its wonderful sea and rich cities with a charm all their own. Sicily is a picture-postcard island characterised by the indelible marks of the people who have lived there and made it unique, amidst artistic and cultural testimonies of enormous value.

The source of inspiration for your Italian adventures

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Eight alternative ways to experience Florence

Alto Adige: Merano amid castles, Art Nouveau buildings and spas

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Italian cuisine around the world: a treasure that knows no boundaries

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The Strategic Plan for tourism development in Italy

Conceptual works on tourism destination competitiveness affirm the central importance of planning the process of value creation within destination. Italy is an emblematic case of why and how a leading tourism destination may lose competitiveness along the years. Up to the 1980s Italy was in fact the top international tourism destination, but then such ranking gradually decreased, because of more complexity of sector and, over all, because of marginality of tourism in the government agenda and more in general of the country. After years of strategic myopia, Italy finally has a tool that formalizes its vision and indicates the key factors that can be leveraged in order to regain ground. In 2013, Italy adopted a National Strategic Plan. Therefore, this paper aims to describe an important turning point in tourism policies for the economic and cultural development of Italy. The research highlights the problematic areas of Italy’s tourism industry and explains how a new approach should ma...

Related Papers

Silvia Angeloni

The paper sets out to explore the complexities and potential of Italy’s tourism destination in order to determine how government, firms and civil society can benefit from tourism and avoid its negative impacts. To achieve this aim, the research uses and adapts a theoretical model of destination competitiveness. Results indicate that main problems of Italian destination arise above all from the weakness of National tourism governance. The study highlights that the competitiveness of tourism destination can be improved by shifting from a micro, local level to a macro, national level. Another central question underlying this paper is whether education system in tourism has been adequately represented in destination competitiveness models. The influence of education system on tourism, intended as a key determinant of success in supporting strategies of tourism destination, suggests some directions of further investigation on destination competitiveness

Tourism Management

Muzaffer Uysal

Anuario Turismo y Sociedad 11/2013; XIV:121-147

Gianluca Goffi

Tourism worldwide is becoming increasingly competitive. Competitiveness has been associated in the tourism literature as a critical element for the success of tourism destinations. Particular emphasis is placed on identifying and analysing the various factors that influence the competitiveness of tourism destinations. The paper extends the Richie & Crouch (2000) model and develops a set of indicators that considers the different issues concerning tourism competitiveness. The indicators are focused on the various dimensions of sustainability. The paper offers insights into the model, each determinant has been extensively described. The aim of the paper is to test whether and to what extent the current set of indicators integrated into the present model can help explaining the competitiveness of a tourism destination. The model is tested on a unique dataset of 610 Italian Destinations of Excellence. Principal Component Analysis is applied on the responses to the items measuring destination competitiveness.

Advances in human resources management and organizational development book series

Guido Giovando

International Journal of Tourism Policy

Gianluca Goffi , Marco Cucculelli

The paper operationalises the conceptual model of Richie & Crouch (2000) by identifying seven key determinants and a set of indicators of destination competitiveness. The aim of the paper is to test whether and to what extent the set of indicators can help explaining the competitiveness of a tourism destination. The model is tested on a unique dataset of 610 small Italian destinations. Principal Component Analysis (PCA) is applied on the responses to the items measuring destination competitiveness. The output is reasonably similar to the corresponding elements of the model. PCA shows the importance of those elements related to sustainability that affect tourism policy-making and destination management processes. PCA also highlights the role of the core attractors - natural and cultural resources, events and gastronomy - thus suggesting that different marketing strategies may be implemented to reach different target consumer groups. Finally, the findings indicate that the demand factor needs to be considered in the explanation of tourist destination competitiveness.

Proceedings of the International conference on Tourism (ICOT 2012) Setting the Agenda for Special Interest Tourism: Past Present and Future. Konstantinos Andriotis (Editor)

Tourism destination competitiveness has become a crucial issue in today’s more challenging tourism market. The paper extends Richie and Crouch’s (2000) model and develops a set of indicators that considers the different issues concerning tourism competitiveness. The indicators are focused on the various dimensions of sustainability. The aim of the paper is to test whether and to what extent the current set of indicators integrated into the present model can help explaining the competitiveness of a tourist destination. The model is tested on a unique dataset of 610 Italian Destinations of Excellence. Principal Component Analysis is applied on the responses to the items measuring destination competitiveness.

Book Review

Dr. Jeet Dogra

Enlightening Tourism: A Pathmaking Journal

Tony O'Rourke

Current Issues in Tourism

The aim of the paper is to provide evidence of causal relationships between attributes of competitiveness and tourism destination competitiveness (TDC) in small and medium destinations (SMDs). A model of destination competitiveness has been developed and integrated with attributes of competitiveness, and then applied to a unique dataset of 370 outstanding Italian SMDs. A principal component analysis and a partial least square regression have been performed to test the model. The use of economic and financial measures as dependent variables, in addition to standard measures of destination performance, allows to investigate the concept of TDC from a wider economic point of view. Empirical evidence reveals that the multidimensionality and relativity of the concept of TDC influence the relationships among predictors and dependent variables. Managerial capabilities, quality of services, and policies aimed at fostering local empowerment are found to be key determinants of the competitiveness of Italian outstanding SMDs.

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Travel & Tourism - Italy

• Italy is anticipated to witness a considerable growth in the Travel & Tourism market with revenue projected to reach US$23.67bn by 2024, with an annual growth rate of 2.80% resulting in the market volume of US$27.18bn by 2029.
• The Hotels market is expected to hold the largest share of the market with a projected market volume of US$9.18bn in 2024.
• By 2029, the number of users in Hotels is expected to rise to 28.87m users.
• The user penetration rate is expected to increase from 70.9% in 2024 to 76.5% by 2029.
• The average revenue per user (ARPU) is expected to be US$0.57k.
• By 2029, 70% of total revenue in the Travel & Tourism market is expected to be generated through online sales.
• In comparison to other countries, United States is expected to generate the most revenue with US$214bn in 2024.
• Italy's tourism industry is rebounding post-COVID with a focus on sustainable travel and exploring lesser-known regions.

Key regions: Malaysia , Europe , Singapore , Vietnam , United States

Definition:

The Travel & Tourism market encompasses a diverse range of accommodation services catering to the needs and preferences of travelers. This dynamic market includes package holidays, hotel accommodations, private vacation rentals, camping experiences, and cruises.

The market consists of five further markets.

• The Cruises market covers multi-day vacation trips on a cruise ship. The Cruises market encompasses exclusively passenger ticket revenues.
• The Vacation Rentals market comprises of private accommodation bookings which includes private holiday homes and houses as well as short-term rental of private rooms or flats.
• The Hotels market includes stays in hotels and professionally run guest houses.
• The Package Holidays market comprises of travel deals that normally contain travel and accommodation sold for one price, although optional further provisions can be included such as catering and tourist services.
• The Camping market includes bookings at camping sites for pitches using tents, campervans, or trailers. These can be associated with big chains or privately managed campsites.

Additional Information:

The main performance indicators of the Travel & Tourism market are revenues, average revenue per user (ARPU), users and user penetration rates. Additionally, online and offline sales channel shares display the distribution of online and offline bookings. The ARPU refers to the average revenue one user generates per year while the revenue represents the total booking volume. Revenues are generated through both online and offline sales channels and include exclusively B2C revenues and users for the above-mentioned markets. Users represent the aggregated number of guests. Each user is only counted once per year. Additional definitions for each market can be found within the respective market pages.

The booking volume includes all booked travels made by users from the selected region, independent of the departure and arrival. The scope includes domestic and outbound travel.

Prominent players in this sector include online travel agencies (OTAs) like Expedia and Opodo, as well as tour operators such as TUI. Specialized platforms like Hotels.com, Booking.com, and Airbnb facilitate the online booking of hotels and private accommodations, contributing significantly to the market's vibrancy.

For further information on the data displayed, refer to the info button right next to each box.

• Bookings directly via the website of the service provider, travel agencies, online travel agencies (OTAs) or telephone

out-of-scope

• Business trips
• Other forms of trips (e.g. excursions, etc.)

Travel & Tourism

• Vacation Rentals
• Package Holidays
• Analyst Opinion

Italy's Travel & Tourism market is experiencing significant growth and development, driven by various factors influencing consumer behavior and market dynamics. Customer preferences: Travelers in Italy are increasingly seeking unique and authentic experiences, moving away from traditional tourist hotspots to explore lesser-known destinations within the country. This shift in preferences is fueled by a desire for cultural immersion, culinary experiences, and sustainable tourism practices. Additionally, there is a growing demand for personalized travel itineraries and off-the-beaten-path activities, reflecting a trend towards experiential travel over conventional sightseeing. Trends in the market: One notable trend in the Italian Travel & Tourism market is the rise of agritourism, where visitors engage in farm-based activities and stay at rural accommodations to experience local culture and traditions. This trend aligns with the broader global movement towards eco-friendly and sustainable travel options. Furthermore, the increasing popularity of food and wine tourism in Italy has led to the emergence of culinary tours, cooking classes, and wine tastings as key attractions for travelers. Local special circumstances: Italy's rich cultural heritage, diverse landscapes, and world-renowned cuisine position the country as a top destination for international tourists. The presence of iconic landmarks such as the Colosseum, the canals of Venice, and the Amalfi Coast further contributes to Italy's appeal as a premier travel destination. Moreover, the country's Mediterranean climate, vibrant festivals, and historical sites offer a unique blend of experiences for visitors. Underlying macroeconomic factors: The growth of Italy's Travel & Tourism market is also influenced by macroeconomic factors such as government initiatives to promote tourism, infrastructure development, and international partnerships. The country's strategic location in Europe, well-connected transportation networks, and investment in hospitality services contribute to its attractiveness for both leisure and business travelers. Additionally, the increasing use of technology and online platforms for travel planning and booking has facilitated access to a wider range of accommodations and activities, driving growth in the market.

• Methodology

Data coverage:

Modeling approach:

Additional notes:

• Sales Channels
• Travel Behavior
• Destination Shares
• User Demographics
• Global Comparison
• Key Market Indicators

Friday, September 13, 2024

Tourism Review

Respected Voice of Tourism

• Weekly Travel News

ITALY: NEW TOURISM STRATEGY BASED ON DIGITALIZATION

Italy has officially presented the 2017-2022 program for tourism. Technology will play an important role to increase the quality and integration of policies with the project called Industry 4.0 to revive the country.  The slogan of the new Italian tourism strategy is “Efficiency and Sustainability”.

The tourism strategy, that was adopted last February by the Council of Ministers, is based on the integration of tourism policies with those of Industry 4.0 and the adoption of advanced technologies to improve the supply of services.

Italy’s Minister of Culture, Dario Franceschini, has identified actions and priorities. Italy needs sustainable tourism, not only the environmental variation. The country’s Foreign Minister Angelino Alfano said: “We worked together with the Ministry of Culture. It is a very positive period in terms of impact of tourism. The tourism sector accounts for 12% of the country’s GDP and 13% of the employment. The Italian tourism strategy needs to build on these trends,” he said.

“We want to strengthen the industry by focusing on economic diplomacy, digitalization, and enhancement of the 51 Italian UNESCO sites. And we must not forget that we live in a time in history that is challenged by an unprecedented threat from the point of view of safety. It affects tourism, because safety has become crucial when choosing the holiday destinations. Our country can be proud to have been able to combine solidarity and security, putting the right side of history and helping Europe to stand on the right side. We saved half a million people and at the same time we are a safe country,” Alfano added.

On June 30, the Standing Committee on Tourism will give its first operational guidance on the tourism strategy. For Giovanni Lolli, Vice-President of the Abruzzo Region and Coordinator of the Tourism Committee, “the strategic plan for tourism creates a decisive break with the past. It creates a synergy that meets the new trends of tourists who are no longer interested in a single destination”.

“A season in which all protagonists together decided to revive the industry by giving it a strategy has begun,” Lolli said. The Italian tourism strategy was created by the State, involving all relevant ministries. It also involves and engages various crossroads and the Regions. Regions have fundamental competences in this matter entrusted by the Constitution. These competences will be exercised together with the state and network of municipalities in a more shared and stringent optical.

“It is often said that it is difficult to sell Italy because it has a fragmented supply. But this is not a defect but a great strength. Visitors experience the lives of immersing Italians, because we are great people from the outside. This is especially true for the small villages. This is also a very important economic sector, the only one that cannot be delocalized,” said Fabio Maria Lazzerini, director of the Italian Tourist Board.

Lazzerini has also reminded that Italy is the top country in the world in terms of photographs on Instagram, with 54.4 million images. It is also the top country in Europe in terms of engagement on Facebook, with 52.6 million views in 2016. The real question, according to Franceschini, is the infrastructure. “I think in strategic terms we should have a high-speed train that arrives in Palermo, one that goes from Taranto to Bologna and that passes all the airports.  Just so we can be connected and integrated. In an age of fear and threat we have to build bridges, not walls,” he concluded.

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Morocco rises to second place in African tourism rankings, surpassing South Africa

M orocco’s national tourism strategy continues to gain recognition, with the country now ranked second in Africa after displacing South Africa as the continent’s second-largest tourism destination, according to Bloom Consulting’s 2024-2025 classification. 

Morocco’s remarkable improvement, which has propelled it to second place, surpassing South Africa for the first time. 

The report attributes Morocco’s success to its effective social media marketing and digital presence. 

Additionally, the country’s adept handling of crises, such as the September 8 earthquake affecting Al Haouz, Chichaoua, and Taroudant, has been cited as a key factor in its enhanced tourism profile. 

This ability to adapt and manage emergencies has positioned Morocco as a leader in shaping future tourism strategies.

The report also highlights stable performance in other tourism-related areas, reinforcing Morocco’s growing appeal. It underscores the country’s leading position on the continent, just behind Egypt, which has risen to 25th place globally. 

Ethiopia has also improved its tourism positioning, climbing to ninth place due to enhanced tourism connectivity and social media presence. Uganda has regained its position from last year, now at 11th place, and is expected to break into the top 10 with its robust tourism growth.

Conversely, South Africa has dropped to third place due to the lingering effects of the pandemic and underperformance on social media. Ghana has fallen to 14th place, losing ground due to a decline in tourism revenues and reduced social media activity.

In Europe, Italy leads, followed by Spain, with Germany in third place. 

Slovenia and Poland have shown steady improvement, with Poland recovering well despite its proximity to the Russia-Ukraine conflict.

In Asia, Japan remains the top destination, with Thailand and India in the top three. Saudi Arabia and Qatar have shown positive trends, while Hong Kong, the Philippines, and Taiwan face declines due to pandemic-related impacts on tourism.

The United States remains the top destination in the Americas, followed by Mexico and Canada. Costa Rica, Brazil, and Puerto Rico also perform well, while Cuba is ranked 16th. Aruba and Colombia have seen upward trends, whereas Jamaica and Peru are facing challenges in their tourism sectors.

The post Morocco rises to second place in African tourism rankings, surpassing South Africa appeared first on HESPRESS English - Morocco News .