Designing itineraries for EXPO2015 - focus on Piacenza

1

Designing itineraries for EXPO 2015

Focus on Piacenza

in collaboration with

Ksenia ViktorovaLisa-Therese GruberGiorgio KwiatkowskiNatalya PopovaKoray Karbay

Tutors: Prof. Francesca d’AngellaDott. Dario Caldana

May – July 2014

2AGENDA

1. Destination Analysis

1.1. Competitiveness evaluation

(resources and positioning)

1.2. Attractiveness evaluation(market size and potential)

2. Overall Evaluation

3. Selection of itineraries

3.1. Online Promotion

3.2. Itineraries presentationItineraries are designed in collaboration with a specialized tourism company (UTAT) for Chinese business and Russian Leisure Tourists based on the macro themes indicated by Explora:• Art & Culture (including religion)• Food & Wine• Nature & Active Tourism (parks, sports , bike, walking, trekking,

car tours, motorbikes)

AppendixPivot methodData on Competitiveness AnalysisData on Attractiveness Analysis

Evaluate competitiveness and attractiveness of the province of Piacenza

Identify strong points, primary themes and gaps in the tourism offer

Create original and appealing itineraries for target markets

OBJECT

1

2

3

3

Art & Culture

1.1. Competitiveness Evaluation

Food & Wine external recognition (restaurant guides)Part of ER renowned "food valley"

highest # (23) of DOP & DOC products in the region

Well organized networks to promote the offerTomato capital of the north of Italy

rich varied offerhigh amount of castles (300)

well preserved heritage

well organized networks to promote the offerexternal recognition: Orange Flag (3), Città d'Arte (4)

very useful tourist portals

Attributes EvaluationMacro theme

• excellent resources and well-organized networks in place

• slight confusion in the perceived identity by tourists (Piacenza < - > Parma)

Nature & active tourism

scenic landscape

133 agriturismi

external recognition (NGO)fewer networks

• High potential through valuable resources but not very visible on the market

• Strong point: unspoiled from mass-tourism

• valuable and well presented offer

4Attributes Evaluation

Accessibility

crossroads N/S & E&Wvicinity of 5 airportsExisting transportation network (trains, bus, cars)Alternative route network (pilgrimage, cycling)

Accommodation

• Strategic position• Good connections

• Missing 5* hotels (limits targets)• Accommodation potential

unexploited

Other features

1.1. Competitiveness Evaluation

accommodation offer lower compared to the rest of the region

requirements for targets not met (quantity & quality)

Existing offers 9 websites propose 23 itinerariesDivision between cultural, nature and F&W tours

• One portal with all itineraries missing

• Predominant focus on cultural tours

• Nature itineraries underrepresentedNetworks

already several networks in placenew product club “Terre francigene piacentine"

• Good efforts to bundle services• New initiatives to attract the

Russian market (invitation of journalists to Piacenza)

51.2. Attractiveness: Evaluation

Tool Results Evaluation

Tourist Guides • Predominant Art & Culture macro theme

• Piacenza City and Castell’Arquato most mentioned places

• Lower perceived recognition in respect to the entire region

• Av. LOS: 2.3 days• Province: Decrease in arrivals

and overnights 2010 – 2013• Growth for Russian and

Chinese target markets in the region

• Low amount of tourists compared to the rest of the region unexploited potential

• positive trend for target markets already in the area, attract them to PC

Tourism Flow Statistics

Trip Advisor

Online Travel Websites

• Predominant focus on PC City• Few other places known in the

province• Gastronomy and landscape

appreciation

• High ratings• Art & Culture is very strongly represented• Food & Wine are recognized as attractive• Nature is considered unspoiled and

beautiful• Tourist focus on PC City, Val Trebbia and

Val Nure

62. Overall Evaluation

Competitiveness

Attractiveness

Art & Culture

Valuable & well presented offer, many organized

networks

Mentioned in Tourist Guides, Online Travel

and Review Sites

Food & Wine

High quality offer, organized networks, lacking recognition

Mentioned in Online Travel

Sites and Review Sites

Nature & Active Tourism

High potential but not visible enough

Few mentions overall

Attractivene

ss

High

Art & Culture

Food & Wine

Low

Nature &

Active Tourism

Low High

Competitiveness * For more information concerning the overall evaluation method please refer to

slide number 47 in the “Appendix” section

73. Selection of Itineraries

Macro-ThemesThemes and Titles of the

ItinerariesTarget

markets Learn History, Reveal Mystery…Taste Food Russian LeisureWind of Melody Russian LeisureReligious North Russian LeisureGalloping Through Time Russian Leisure Life is movement Russian Leisure

A touch of northern blessing Chinese BusinessFrom Medieval to Modern Times Russian Leisure

Red Italian Passion for Exellence Chinese Business

Secrets of an Industry’s success Chinese Business

Taste of Surroundings. Emilia-Romagna Russian Leisure

Food is Energy for Life, Culture for a Soul Russian Leisure Italy 4 YOU Russian LeisureEXPO-erience Biodiversity Russian Leisure

Towards 0 Emissions Chinese Business

WATER – your most amazing rendez-vous Russian LeisureDay at the countryside Russian Leisure

Food & Wine

Art & Cultu

re

Nature &

Active

Tourism

Each itinerary contains: • title, • theme,• full description of

main legs and attractions,

• target, • accommodation &

restaurants, • daily program, • maps, • transportation

indications, • opening hours, • black-out dates,• price,• sources of

information.

**In addition to the focus on Piacenza, we also considered Parma in some of our itineraries because the two territories are: geographically close, similar in terms of tourism resources, part of the same region. Moreover, Parma presents a strong image on the international market that could help Piacenza work on its weaknesses (enhance its awareness, reinforcing its image)

83.1 Online Promotion

Institutional websites Tour Operator websites Social Media

9

3.2 Presentation of 2 itineraries

• Secrets of an industry’s success

• EXPO-erience Biodiversity

EXPO and the Italian art of processing and handcrafts

Secrets of an industry’s success

Discover the art of carving master pieces out of rough diamonds through passion and cutting edge techniques, improving production quality standards and delivering products that stand out for their excellence.

Get aboard of a journey through the art of processing and handcrafting, discovering techniques and the results of years of perfecting men’s knowledge and skills in creating, delivering and marketing excellent products making piece of art out of them.

Secrets of an industry success: Itinerary overview

Itinerary for Chinese business people Interested in Italian products and traditional handcrafts Small groups 6 – 7 people Creating a journey through the variety of Italian processing

industry Provide visitors with both moments of enjoyment and business Build up on the Italian tradition in the processing industry Approach Chinese buyers on a trend for chocolate and coffee

products and the Italian tradition of handcrafting and art

Secrets of an industry success: The concept

ITINERARY OVERVIEW Day 1: EXPO 2015 Day 2: Cremona Sperlari / Violins liutery Day 3: Piacenza Musetti / Grazzano

Visconti Day 4: Bologna Majani / Artigianarte

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2

3

4

Price* per Person: 830 €

* Estimation through comparison with similar itinerary offers on Tour Operator websites: Caldana – Vapensieroviaggi – Gialpitravel – Raggioverde - Gruppi.it – Guinesstravel - Mowgli

EXPO 2015 Itinerary proposal Arrival in Milan, transfer of luggage to Piacenza Transfer to EXPO 2015 China Corporate United Pavilion Cocoa pavilion – Food of the gods Lunch at “Top” Italian restaurant Coffee pavilion – Energy for thoughts Italian Pavilion Possible contact with representatives from each

producer involved in the itinerary Transfer to the hotel in Piacenza

Suggested accommodation: “ Ovest Hotel” 4 *Via I Maggio, 82,29121, Piacenza

Secrets of an industry success: Day 1

Cremona – Sperlari – Violins liutery

8:00 Wake up and breakfast 9.00 Departure from the hotel 9:40 Arrival at “Sperlari Leaf Italia s.r.l. ” 9:50 Visit to the factory and workshops 12:30 Lunch at “Al Qu4rto roof garden restaurant”

Piazza Libertà, 26, 26100 Cremona2 forchette gambero rosso

14:00 Sightseeing of the city of Cremona (museum of the violin)

15:30 Visit to a traditional liutery laboratory (arranged with the help of “Consorzio liutai Cremona”)

17:30 Back to Piacenza city – centre (sight – seeing) 20:00 Diner at the hotel


Sperlari Leaf ItaliaWell – known chocolate and sweets italian producer famous for its “torrone” and chocolate products.


Al Qu4rto roof garden restaurantA beautiful restaurant with its outdoor roof garden and its lovely view over piazza delle libertà, with an extensive delicious traditional and international menu.

Violin museum – Stradivari FoundationThe central museum of Cremona’s traditional liutery and fine instruments production with its exhibition halls and a broad array of events hosted in the infrastructure by the consortiun. Liutery labs in the city centreA visit to a liutery will be arranged with the help of “Consorzio Liutai Cremona”

Piacenza – Musetti –Grazzano 8:00 Wake up and breakfast 9:00 Departure from the hotel 9:20 Arrival at “ Torrefazione Musetti s.r.l.” 10:30 Visit of the factory and workshop 13:00 Lunch at “Ristorante Riva”

Loc. Riva, 16 Ponte dell'Olio (PC)

2 forchette gambero rosso 15:00 Transfer to Grazzano Visconti

(visit medieval burg, castle) 15:30 Visit of a handcrafts laboratories 17:00 Visit of the village

(park of Grazzano Visconti) 18:30 Departure for Piacenza Diner at the hotel


Secrets of an industry success: Day 3Musetti Torrefazione s.r.l.A coffee producing company with an history dating back to more than 70 years ago and a strong connection to figurative arts.Savi Fratelli ferri battutiVisit to a traditional wrought iron laboratory right in the heart of the enchanting village of Grazzano Visconti.Grazzano ViscontiA beautiful small village with its impressive park and majestic castle, house to many handcraft laboratories and member of the network “Cities of arts”.

Ristorante RivaA small lovely restaurant in the small town of Ponte dell’Ollio mentioned on the Michelin Guide for its owners’ hospitality and fine cuisine.

Bologna – Majani - Artigianarte 8:00 Wake up and breakfast 9:00 Departure from the hotel 9:20 Arrival at “Majani s.r.l.” 9:30 Visit of the laboratory and workshops 12:30 Lunch at “I Carracci”

Via Manzoni 2, Bologna Excellence award 2014

Tripadvisor 14:30 City sightseeing

(piazza Maggiore, fontana del Nettuno, torri degli Asinelli e Garisenda, Pinacoteca nazionale di Bologna)

17:30 Visit to “Artigianarte” laboratories 19:00 Transfer to hotel “Hotel Cosmopolitan” Diner at the hotel


Secrets of an industry success: Day 4Majani s.r.l.Historical chocolate producer in Bologna in the business since 1796 well known for its “Cremino” sporting the iconic vintage “FIAT” logo. ArtigianarteAn incredible ideas factory it is a lively handcraft laboratory with different artifacts from different artists already participating to 2010 World Expo in Shanghai.

Ristorante I CarracciA perfect masterpiece of italian classic style this restaurant will delight with both pleasure for the guests sights and taste.

Pinacoteca Nazionale BolognaOne of the most important painting exhibition for italian classic styles with masterpieces from Raffaello, Tiziano and Giotto all nestled in a modern and stylish exhibition hall.

Departure 8:00 Wake up and breakfast 9:00 Departure from the hotel 9:20 Arrival at Bologna “G. Marconi” airport


ERIENCE

BIODIVERSITY!Aquatic, Terrestrial and Urban life in Liguria, Lombardy and Emilia

Romagna

Biodiversity means any variety of life on earth. This itinerary will take you through an amazing journey to discover different ecosystems on

land, water and in an urban setting. Experience the Biodiversity Park at EXPO 2015 and explore the smart city Milan, watch whales and

dolphins in Genoa and learn all about the world of an authentic Italian agriturismo in Alseno.

Understand what it means to be part of our planet, experience biodiversity.

Target

• Russian Leisure Tourists

• Families

• Groups

• Outdoor - nature oriented, active

AccommodationBest Western Family Hotel Galles Milano 4*

(or similar: NH Hotel 4* Milano Touring)

Price* per Person: 630€

* Estimation through comparison with similar itinerary offers on Tour Operator websites:Caldana, Vapensieroviaggi, Gialpitravel, Raggioverde, Gruppi.it, Guinesstravel, Mowgli.

MILAN

2 Genoa

3 Alseno

4 Days

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Day 1: MILAN - EXPO

Entire day:Thematic Areas: BIODIVERSITYCHILDREN’S PARKITALIAN PAVILIONLAKE AREA

Clusters:BIO MEDITERRANEUM

Dinner @ Hotel Galles Terrace Restaurant

Day 2: Aquatic Ecosystem GENOA

08:00 Transfer Milan – Genoa by train (Frecciabianca: 1:30)10:00 Free Time (Suggestion: Aquarium / City Sightseeing / Shopping / Tasting Pesto Genovese, Focaccia)

13:00 Boat trip “Whale watching” (Lunch to be brought on board)18:00 Transfer Genoa – Milan by train20:00 Dinner @ Un posto a Milano (Lodi)

Milan – GenoaFrecciabianca: 1:30

Day 3: Terrestrial Ecosystem ALSENO (PC)• Transfer to in Alseno by coach

Entire Day:Agriturismo and fattoria didattica “La Quercia Verde”Workshops: Bread bakingSoap makingTaking care of the farm animals Grape harvest (autumn only) From bee to honeyCrafting hay animalsExcursion into the regional Park “ Parco dello

Stirone”

Lunch & Dinner @ La Quercia Verde• Transfer back to Milan http://www.laquerciaverde.it/fattorie.html

Morning: City Centre TourClassic City:• Parco Sempione, Castello Sforzesco, Via Dante, La Scala, Galleria

Vittorio Emmanuele, Duomo + Roof, San Babila, BreraSmart city:• Via della Spiga (Smart Street)• BikeMi Sharing System• Free Wifi Spots• Botanical Garden in Palazzo BreraFuture City:• Porta Nuova District:

UniCredit Tower & Piazza Gae AulentiBosco Verticale by Boeri & Giardini di Porta Nuova Palazzo Lombardia (0 emissions skyscraper)

Lunch: Restaurant “Ratanà” (Slow food)

Afternoon: Laghetto delle Vergini dell’IdroscaloForestLab (tropical greenhouse, didactical laboratory, Biodiversity garden

Day 4: Urban Ecosystem MILAN

City TourClassic & Smart & Future

Day 4: Urban Ecosystem MILAN – logistic details

Laghetto delle Vergini

28Appendix

1. The PIVOT* Method

2. Competitiveness2.1. Competitiveness: Accessibility2.2. Competitiveness: Hospitality offer

3. Attractiveness3.1. Attractiveness: Tourism Flows3.2. Attractiveness: Tourist Guides3.3. Attractiveness: Top 10 Tourist Sites

29Competitiveness

• Analysis of the tourism resources• Analysis of the offers already on the

market• Evaluation of the macro-themes

Attractiveness

• Analysis of tourism flows• Analysis of tourists perceptions

(tripadvisor, booking, …)• Analysis of tourist guides

Itinerary Design• Selection of relevant themes• Design of the itineraries

1. The PIVOT* Method

*PIVOT is a project financed by Lombardy Region, whose objective is to design innovative tourism experiences in the region for national and international markets. IULM University has been taking a leading and active part into the project, under the coordination of Prof. Manuela De Carlo.

302.1. Competitiveness: Accessibility

Bergamo

MILANO

PIACENZA

BRESCIA

Parma

Bologna

By car: A1 connects Piacenza to the North and SouthA21PC-BS to BresciaA21 PC-TO con TorinoBorders:Austria ( Brennero) -344km A22/E45Slovenia ( Trieste)-380km A4France (Bordighera) - 318km A10/E80Switzerland (Chiasso) – 123 km A9/E35By train: Piacenza can be reached via Milan-Bologna railway and Turin-Piacenza in approx. 1 hour

Ferrara

Cremona Mantova

By plane: the closest airports are Milano Linate (69.4 Km)Parma Airport (67.4 Km)Bergamo Orio al Serio (87.1 Km)

Extra info: It’s part of the itinerary of Eurovelo route 8 the European network of cycling routes crossing EU territory

Reggio Emilia

Pavia

2.2. Competitiveness: Hospitality offer

Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11

• Piacenza is the province with the lowest number of accommodation of the region.• Existing accomodations (3-4*) are not entirely in line with our main targets requirements.• Need for upper-class accomodations (4-5*)

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Emilia - Romagna Hospitality offer

Province HotelsAlt.

Accomodation

Total Structures

%

Piacenza 93 220 313 3,6%Parma 216 525 741 8,6%Modena 237 382 619 7,2%Bologna 324 921 1.245 14,5%Rest of the region 3.610 2.087 5.697 66,1%TOTAL 4.480 4.135 8.615 100,0%

3,6%8,6%

7,2%

14,5%

66,1%

Number of accomodation in Emilia Romagna 2012

PiacenzaParmaModenaBolognaRest of the region

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PIACENZA CITY

Quantity 3* and 4* Hotels 13other accommodation 30 B & B 13TOTAL 56rooms 954 beds 1,778

Category# of

Hotels# of

roomsAverage rooms

size (sq2) Average price

(double)

4 * 5 359 16-35 127

3 * 8 364 15-25 82

TOTAL 13 703

• Only 13 accommodations ( 3-4*) are suitable for our target market.

• They represent 74% of the total offer available in the city.

Source:Booking.com, Piacenza statistics

2.2. Competitiveness: Hospitality offerPiacenza City Accommodation

332.2. Competitiveness: Tourism resources

Identification of the main resources for Macro Themes selected by EXPLORA

Art & Culture Food & WineNature & Active Tourism

343.1. Attractiveness: Tourism Flows – Arrivals & Overnights

• Piacenza accounts for 3% of regional arrivals and overnights • Severe decrease for the province both in arrivals ( - 27%) and overnights ( - 46%) between 2010-13 • Same for the city both in arrivals ( - 14%) and overnights ( - 31%) between 2010-13• The average length of stay is short (2.3 days)

Source: Elaborations on “Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2010 – 13” and Piacenza’s province report 2013”

Total Overnight

s 2010

Total Overnight

s 2011

Total Overnight

s 2012

Total Overnight

s 2013

Province

660 599 465 451

City PC

268 261 221 204

50250450650

Overnights 2010 - 13

In t

housands

Total Ar-rival 2010

Total Ar-rival 2011

Total Ar-rival 2012

Total Ar-rival 2013

Province

253 274 236 200

City PC

125 138 125 109

25

125

225

Arrivals 2010 - 13

In t

housands

In thousands

In thousands

35

• France (14%) , Germany (11%) and China (8%) are the top three markets • Low presence of Russian tourists in the province (2%)

3.1. Attractiveness: Tourism Flows – Piacenza Internationals arrivals

Source: Elaborations on “Piacenza’s province report 2013”

14%

11%

8%

5%

5%5%5%

4%3%

2%2%

36%

Piacenza International arrivals 2013FranceGermanyChinaSpainUKNetherlandsSwitz. & Liech.BelgiumUSAAustriaRussiaOthers

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2012 Countries ARRIVALS RANK

GERMANIA 395.203 1RUSSIA 274.551 2FRANCIA 207.361 3SVIZZERA 165.346 4

PAESI BASSI 101.703 5REGNO UNITO

94.583 6

BELGIO 81.437 7POLONIA 81.043 8SPAGNA 75.706 9USA 75.485 10ALTRI PAESI UE

74.089 11

AUSTRIA 73.326 12CINA 71.105 13


GERMANIA 390.567 1RUSSIA 237.722 2FRANCIA 216.494 3SVIZZERA 154.732 4PAESI BASSI 98.472 5REGNO UNITO 96.585 6

POLONIA 89.432 7

SPAGNA 86.938 8BELGIO 80.278 9ALTRI PAESI UE

79.269 10

USA 78.120 11AUSTRIA 73.036 12CINA 68.499 13


GERMANIA 365.315 1FRANCIA 202.595 2RUSSIA 168.541 3SVIZZERA 147.328 4PAESI BASSI 96.891 5REGNO UNITO

93.950 6

SPAGNA 85.270 7POLONIA 80.306 8ALTRI PAESI UE

76.573 9

BELGIO 76.488 10

AUSTRIA 73.432 11USA 70.877 12CINA 52.562 13

• 2010 - 2011 Russia became the second market in terms of relevance for Emilia Romagna (arrivals)• Increase of arrivals for Russian tourists in 2012 but at a slower pace than from 2010 – 2011• China’s arrivals steadily growing through the whole period

Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11 – 10

+15,49% +41,06%

+3,80% +30,32%

3.1. Attractiveness: Tourism Flows - E. R. Relevant Trends

37 3.2. Attractiveness: Tourist Guides

Tourist Guides YearPiacenz

a mention

*Lonely Planet "Italy" 2010 YesBaedeker "Italien" 2010 Yes

DK Eyewitness Travel "Italy" 2011 Yes

Michelin "Italy" 2011 YesGuide Michelin "Italie du Nord"

2011 Yes

The Rough Guide to Italy 2011 Yes

Rick Steve's "Italy" 2011 No

National Geographic "Italy" 2012 Yes

*Lonely Planet "Italy" 2012 YesFodor's Travel Intelligence "Italy"

2013 Yes

Frommer's Italy 2013 No

• 8 / 10 Tourist Guides mention Piacenza City

• 5 / 10 Tourist Guides mention Castell’ Arquato

• Tourist Attractions are all centered on Art & Culture (buildings)

• Average pages dedicated to Piacenza are only 1.5 out of 500 (in Tourist Guides about Italy as a whole; Exception: 5 pages in Tourist Guide Northern Italy)

• Recurrent perception of Piacenza City: “well preserved, picturesque medieval center”

• 3 / 10 Tourist Guides judge the value of Piacenza City (“worth a quick stopover”, : must- see”, “Day-trip fodder”)

Tourist Guides sold in the Top 10 geographical markets for Lombardy* Two editions of LP to observe evolution

Low perceived importance of Piacenza, main attractions are the city and Castell’ Arquato

• Besides Tripadvisor and Booking.com, the websites do not contain sufficient user-generated comments about Piacenza

• Some of the websites indicated with “no user reviews” only have editorial information about Piacenza

• Top 10 attractions according to # of reviews and ratings indicates that both city center and the province are appreciated by tourists (high ratings) and that the main focus is on Art & Culture

3.3. Attractiveness: Top 10 tourist websites

Top 10 Tourism Websites

Piacenza mentions

# User Reviews

Tripadvisor yes 25.394

Booking.com yes 2553

LonelyPlanet yes 0

YahooTravel yes 2

VirtualTourist yes 18

WikiTravel yes 0

Time Out no -

Sherman Travel no -

Frommers no -

Italia.it yes 0

Top 10 attractions on Tripadvisor

Reviews

Rating

Grazzano Visconti (Grazzano Visconti) 261 4Castello di Rivalta 249 4.5Gropparello Castle - Fairy Tales Park 173 4.5Castello di Vigoleno 96 4.5Ponte Vecchio (Ponte Gobbo - Ponte del Diavolo)

70 4.5

Rocca d'Olgisio (Pianello Val Tidone) 52 4.5Piazza Cavalli (Piacenza) 38 4Abbazia Cistercense Chiaravalle della Colomba (Alseno)

36 4.5

Parco Galleana (Piacenza) 34 4Villa Sant'Agata di Giuseppe Verdi 31 4

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Designing itineraries for EXPO2015 - focus on Piacenza

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