Project “From Saint Lazar to Ararat”

ARMENIA – ITALIATourism Development Opportunities

Nadia Pasqual

Yerevan30 March 2012

Camera di Commercio di VeneziaSistema Qualità Certificato

Partner ufficiale 2009 della Camera di Commercio di Venezia

“FROM SAINT LAZAR TO ARARAT”

A PROJECT TO FOSTER TOURISM

BETWEEN ITALIA AND ARMENIA

MEETINGS IN ITALY:

WORKSHOP FOR ARMENIAN-ITALIAN TOUR OPERATORS

VENICE, 4TH OCTOBER 2011

IN ARMENIA:

CONFERENCE ON ARMENIAN-ITALIAN TOURISM

YEREVAN, 30TH MARCH 2012

“FROM SAINT LAZAR TO ARARAT”

A PROJECT TO FOSTER TOURISM

BETWEEN ITALIA AND ARMENIA

ITALIAN GUIDEBOOK TO ARMENIA

-COUNTRY PROFILE

-TOURIST ATTRACTIONS

-WHAT TO SEE, WHAT TO DO

-ARMENIAN ROUTES IN VENICE

-TOURIST INFORMATION

-PRACTICAL INFORMATION

“FROM SAINT LAZAR TO ARARAT”

A PROJECT TO FOSTER TOURISM

BETWEEN ITALIA AND ARMENIA

RESEARCH ON ARMENIAN TOURISM

-TOURISM INDUSTRY OVERVIEW

-TOURIST FLOWS AND DATA

-TOURIST OFFER AND PRODUCTS

-LONG TERM DEVELOPMENT CAPACITY

-VISITORS SEGMENTATION

-DISTRIBUTION CHANNELS PROMOTION

-COST ANALYISIS OF TRAVEL PACKAGES

INTERNATIONAL TOURIST FLOWS TO ARMENIA

2001-2011

123,262

162,089

206,094

262,959

318,563

381,563

510,287

558,443575,281

687,222

757,935

0,000

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Total Arrivals

ITALIAN TOURIST FLOWS TO ARMENIA

2001-2011

1,2751,750

2,840

4,189

5,244

6,480

8,009

8,970

10,125

12,008

13,244

0,000

2,000

4,000

6,000

8,000

10,000

12,000

14,000

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

Arrivals from Italy

INTERNATIONAL TOURIST FLOWS TO VENICE

Arrivals

Italy 2,091,596

Foreign 5,455,718

TOTAL 7,547,314

Nights

Italy 11,148,607

Foreign 22,251,451

TOTAL 33,400,058

Average stay (days)

Italy 5.3

Foreign 4.1

TOTAL 4.4

Tourist flows by origin

2010, tourist arrivals and nights, average

stay

VISITORS TO ARMENIA STAYING IN HOTELS

VISITORS STAYING IN HOTELS

VISITORS 2009 2010 2011

TOT. INTERNATIONAL

ARRIVALS

575.281 687.222 757.935

TOT. VISITORS STAYING

IN HOTELS

65.638

(11,40%)

70.209

(10,21%)

124.113

(16,37%)

EUROPEAN VISITORS

STAYING IN HOTELS

24.351

(37.1%)

21.975

(31.3%)

47.783

(38,5%)

ITALIAN VISITORS

STAYING IN HOTEL

8.401 (12,8%) 8.425

(12%)

7.659

(6,2%)

VISITORS TO ARMENIA STAYING IN HOTELS

ACCOMMODATION

IN ARMENIA

SURFACE: 29,740 SQ. KM

POPULATION: 3,200,000

HOTELS AND

GUESTHOUSESBEDS

YEREVAN 73 3,817

REGIONS 127 8,415

TOTAL 200 12,232

ACCOMMODATION

PROVINCE OF VENICE

SURFACE: 2,466 SQ. KM

POPULATION: 863,000

ESTABLISHMENTS BEDS

HOTELS 1,197 94,279

OTHER

ESTABLISHMENTS

27,446 270,230

TOTAL 28,643 364,509

ITALIA ARMENIA

OVER 50 ITALIAN TOUR OPERATORS

SELL TOURS TO ARMENIA

ITALIA ARMENIA

THE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA

IN THEIR BROCHURES

DIRECT AIR CONNECTIONS

ARMAVIADIRECT FLIGHTS FROM

ROME, MILAN AND VENICE TO YEREVAN

AIR ITALY-MERIDIANA FLY DIRECT FLIGHTS FROM ROME TO YEREVAN

NON DIRECT AIR CONNECTIONS

FLIGHTS VIA A EUROPEAN STOPOVER

ITALY AS A SOURCE MARKET TO BE DEVELOPED

ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN

SOURCE MARKETS TO ARMENIA

ARMENIA PERCEIVED AS A SAFE ALTERNATIVE DESTINATION

TO NORTHERN-AFRICA/MIDDLE-EAST COUNTRIES

PRICES OF LOCAL LAND SERVICES STILL ALLOW FAIR

EARNING MARGINS TO ITALIAN TOUR OPERATORS

VERY HIGH SATISFACTION RATE AMONG ITALIAN VISITORS:

ALMOST NO COMPLAINTS

ARMENIA IS PERCEIVED AS A “NEW” DESTINATION: BIG

POTENTIAL FOR MORE ITALIAN VISITORS TO ARMENIA

ITALY AS A SOURCE MARKET TO BE DEVELOPED

INCREASING NUMBER OF ARRIVALS

INCREASING NUMBER OF PASSENGERS FOR EXISTING TOs

NEW POTENTIAL TOs TO SELL ARMENIA

NEW TARGETS OF TOURISTS

NEW PRODUCTS / OFFER DIVERSIFICATION

BETTER SERVICE QUALITY

PRICE AWARENESS

WHY ITALIAN TOUR OPERATORS SELL ARMENIA:

☺ RICH CULTURAL AND HISTORICAL HERITAGE

☺ CRADDLE OF CHRISTIANITY

☺ SAFE AND STABLE COUNTRY

☺ ABOUT 4-5 HOURS FROM ITALY (DIRECT/NON-DIRECT FLIGHTS)

☺ GOOD LAND SERVICES BY ARMENIAN TOUR OPERATORS

☺ FAIRLY GOOD RANGE OF HOTELS 3-4 STARS

☺ VALUE FOR MONEY

☺ NO COMPLAINTS FROM CUSTOMERS

☺ FRIENDLY ARMENIAN PEOPLE

☺ ASTONISHING NATURAL SCENERY

MAIN TOUR PACKAGES TO ARMENIA:

1. CULTURAL TOURS / ARCHAEOLOGICAL TOURS:

UNESCO SITES, HISTORY, SILK ROAD, ARCHAEOLOGY, ETC.

DISTRIBUTED THROUGH GENERALIST TOUR OPERATORS,

TRAVEL AGENCIES, CULTURAL ASSOCIATIONS

2. SPIRITUAL AND RELIGIOUS TOURS:

CHRISTIANITY, MONATERIES, CHURCHES, ETC.

DISTRIBUTED THROUGH SPECIALIZED TOUR OPERATORS,

TRAVEL AGENCIES, RELIGIOUS CONGREGATIONS,

PARISHES AND ASSOCIATIONS

CULTURAL AND RELIGIOUS TOURS TO ARMENIA:

1. 7-8 DAYS TRAVEL PACKAGES MOSTLY BASED ON THE SAME

ITINERARIES (MONASTERIES & CHURCHES)

2. 3/4 STAR HOTELS IN YEREVAN, MAX. 1/2 NIGHTS IN THE REGIONS

=

1. LITTLE DIVERSIFICATION OF PRODUCTS AND TARGETS!

2. FEW EVENTS AND ACTIVITIES FOR VISITORS! (WINE TASTING,

COOKING LESSONS, MEETING LOCALS, STAYING/DINNER WITH A

FAMILY, SHOWS, DUDUK CLASSES, CERAMICS, ETC.)

AUTHENTICITY AND DIVERSIFICATION VS. GLOBALIZATION!

TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED:

� CULTURAL TOURS:

ITALY’S OUTGOING MARKET:

24 MIL. ITALIANS / 20.4 BILLION EUROS IN 2011

� PRODUCT DIVERSIFICATION / NEW TARGETS:

FAMILIES, COUPLES, YOUNG PEOPLE, LUXURY, SPECIAL

EVENTS, SHORT BREAKS, FLY&DRIVE, ETC.

� SPIRITUAL AND RELIGIOUS TOURS:

300 MIL. TOURISTS IN THE WORLD, 18 BIL. EUROS/YEAR

40 MIL. ITALIAN TOURISTS, 4,5 BIL. EUROS/YEAR

PRODUCT DIVERSIFICATION / NEW TARGETS:

XMAS/EASTER HOLIDAYS, FAMILIES, PEOPLE 40/50 YEARS,

SPECIAL EVENTS, SPECIAL ITINERARIES, ETC.

TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED:

� ADVENTURE / SPORTS TOURISM: ROCK CLIMBING, RAFTING,

CANYONING, KAYAK, ORIENTEERING,

SKIING/SNOWBOARDING, HORSE RIDING, FISHING, ETC.

� NATURE AND OUTDOORS: TREKKING AND HIKING,

BOTANICAL TOURS, BIRD WATCHING TOURS, FARM

HOLIDAYS, CAMPING, ETC.

� MICE: MEETINGS, INCENTIVES, CONGRESSES AND EVENTS

� SPAS AND WELL BEING: JERMUK, SEVAN, DILIJAN, ETC.

� FOOD&WINE: WINE TASTING, GRAPE HARVEST, COOKING

LESSONS, MEETING LOCALS, DINNER WITH A FAMILY, ETC.

SEGMENTATION OF ITALIAN VISITORS TO ARMENIA

� “TRAVELLERS”: AGE 45-64 YEARS AND OVER, INTERESTED IN

HISTORY AND CULTURE, PERCEIVE ARMENIA AS A “NEW”

DESTINATION, PREFER CULTURAL/COMBINED TOURS

� “BELIEVERS”: CHRISTIAN VISITORS, 45-64 YEARS AND OVER,

INTERESTED IN ARMENIA AS CRADLE OF CHRISTIANITY,

PREFER RELIGIOUS TOURS AND PILGRIMAGES.

� INDEPENDENT TOURISTS: AGE 35-44 YEARS, ORGANIZE

TOURS BY THEMSELVES, INTERESTED IN ARMENIA AS A

“GENUINE” AUTHENTIC COUNTRY, THEY PREFER OFF THE

BEATEN TRACK ITINERARIES, FLY&DRIVE, B&Bs, CAMPING,

SUSTAINABLE TOURISM, ETC.

SEGMENTATION OF ITALIAN VISITORS TO ARMENIA

� “YOUNG AND WILD”: BIG UNEXPLORED POTENTIAL OF

VISITORS INTERESTED IN NATURE, ADVENTURE,

ECOTOURISM, ACTIVE HOLIDAYS (MOUNTAINS, TREKKING,

HIKING, SKIING, HUNTING, FISHING, ETC).

� AGE BRACKETS: MOSTLY 45-64 YEARS AND OVER.

THE SEGMENT 35-44 YEARS IS RAPIDLY INCREASING AS

THE IMAGE OF ARMENIA SPREADS AS A NEW DESTINATION

WITH AN EXOTIC APPEAL

� ORIGIN AREAS: MOSTLY FROM NORTHERN ITALY (PIEDMONT,

LOMBARDY, VENETO) AND CENTRAL ITALY (TUSCANY, ROME

AREA).

IMPROVING THE TOURIST EXPERIENCE

� INFRASTRACTURES: ROADS, RAILWAYS, REST AREAS

� ACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURIST

SIGNS, TOURIST INFORMATION, VISITORS CENTERS,

INFORMATION MATERIALS, GUIDED VISITS ON THE SPOTS

� SHOPPING AND MEMORIES: MORE SHOPPING

CHANCES AT TOURIST ATTRACTIONS AND MUSEUMS

� SERVICE: IMPROVE QUALITY OF SERVICE/CUSTOMER CARE

AT RESTAURANTS, HOTELS, TOURIST ATTRACTIONS,

MUSEUMS, ETC.

IMPROVING MARKET REGULATIONS

� CA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESS

LICENCE, INSURANCE, EDUCATION, EXPERIENCE, ETC.

� STANDARDIZATION OF PROCEDURES: STANDARD AGREEMENT

FORMS, BOOKING FORMS, TECHNICAL INFORMATION, ETC.

� ACCOMMODATION: OFFICIAL CLASSIFICATION OF HOTELS, B&BS

AND OTHER ESTABLISHMENTS SHOULD BECOME MANDATORY

� TOURIST GUIDES: NEED FOR MORE ITALIAN SPEAKING GUIDES

IMPROVING PROFESSIONAL TRAINING

� EDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTES

SHOULD COOPERATE TO DEFINE EFFICIENT STUDY PROGRAMS

� VOCATIONAL COURSES FOR STAFF: TOUR OPERATOR/TRAVEL

AGENTS, PRODUCT MANAGERS, HOTEL RECEPTIONISTS, WAITING

STAFF, ETC.

� EXECUTIVE COURSES: MICE, PCO, HOTEL MANAGEMENT, WELL

BEING/SPAS MANAGEMENT, MARKETING&COMMUNICATIONS,

WEB MARKETING AND SOCIAL MEDIA, ETC.

� TOURIST GUIDES: NEED FOR MORE GUIDES TRAINED TO

INTERNATIONAL STANDARDS

DESTINATION MANAGEMENT

� DMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORS

SHOULD GET TOGETHER TO MANAGE, PROMOTE AND SELL THE

DESTINATION JOINTLY. PROMOTION MUST GO TOGETHER WITH

THE OFFER OF TRAVEL PACKAGES AND PRODUCTS

� TRADE ASSOCIATIONS: TOUR OPERATORS, TRAVEL AGENTS,

HOTELS, GUIDES, MEETING INDUSTRY, AIRLINES, RESTAURANTS,

ETC. SHOULD BE MORE REPRESENTATIVE AND INFLUENCE

TOURISM POLICIES

� BRANCH OFFICES: TOURIST INFORMATION OFFICES AND

MARKETING & PR STAFF IN THE MAIN SOURCE MARKETS

DESTINATION MARKETING BASICS

� DESTINATION BRANDING: CREATE A POWERFUL IMAGE AND

IMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENIA TO BE

DIFFUSED THROUGH ONLINE E OFFLINE MEDIA

� RESEARCH AND DATA: INDUSTRY SURVEYS, ARRIVALS SURVEYS,

STATISTICS, RESEARCH ON SPECIFIC PRODUCTS/TARGETS, ETC.

� DEVELOPMENT PLAN: MEDIUM AND LONG TERM PROGRAMS,

INVESTMENTS, BUDGET, INFRASTRACTURE, ETC.

� MARKETING PLAN: ANNUAL GENERAL PLAN WITH SPECIFIC

ACTIONS FOR EACH MAIN TARGET MARKET, INVESTMENTS,

ACTIVITIES, BUDGET, ETC.

DESTINATION MARKETING CHANNELS

� TRAVEL TRADE: TOUR OPERATORS VS. TRAVEL AGENTS, OLTA,

ONLINE TRAINING COURSES, EDUCTOURS, MATERIALS, ETC.

� AUDIENCE OF TOURISTS: GUERILLA AND VIRAL MARKETING,

EVENTS, INFORMATION, ADVERTISING, SOCIAL MEDIA,

MATERIALS, ETC.

� PRESS AND WEB: JOURNALISTS, BLOGGERS, TRAVEL PORTALS,

SOCIAL MEDIA, TESTIMONIALS, PRESS TRIPS, PRESS KITS

DESTINATION MARKETING & PR ACTIVITIES

� WEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM,

EMAIL MARKETING), SOCIAL MEDIA MARKETING AND CONTENT

MANAGEMENT, ONLINE BRANDING AND DIGITAL PR

� COMMUNICATIONS AND PR ACTIVITIES: EVENTS, ROADSHOWS,

TRADE FAIRS, ONLINE TRAINING COURSES, ADVERTISING, PRESS

OFFICE, FAM AND PRESS TRIPS, PROMOTIONAL MATERIALS, ETC.

� CO-MARKETING ACTIVITIES: PROMOTIONAL ACTIVITIES /

COMMUNICATION AND EVENTS TO BE ORGANIZED IN

COOPERATION WITH THE PRIVATE SECTOR IN ARMENIA / ITALY

PRICES AND MARGINS

� 7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800

� HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKAGE

� FLIGHTS ITALIA-ARMENIA: EURO 400-600 TAXES INCLUDED

� FINAL PRICE TO ITALIAN TOURISTS: EURO 1,300-1,600

� AIR TAXES, BOOKING FEES, VISA USUALLY EXCLUDED

� PRICES FOR TOUR OPERATORS VS. TRAVEL AGENCIES

� TOs COMMISSIONS FOR TRAVEL AGENCIES: 10-12%

ARMENIA MUST BE AWARE OF COMPETITORS!

THANK YOU FOR YOUR ATTENTION