Cont

act

in I

taly

for

mor

e in

form

atio

n on

the

Ita

lian

mar

ket

and

on t

he m

arke

ting

opp

ortu

niti

es f

or y

our

own

dest

inat

ion:

-EU

ROPE

AN

MA

RKET

S IN

TELL

IGEN

CE

NEW

SLET

TER-

Att

ilia

BOSS

I -

Caribb

ean

Tour

ism O

rgan

isat

ion

c/o

Inte

rfac

e To

urism

Ripa

di P

orta

Tic

ines

e, 5

— 2

0114

MIL

AN

O —

Ita

ly

Tel:

+ 39

02

8366

0917

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: +

39 0

2 58

1098

56

E-m

ail:

cara

ibi@

inte

rfac

etou

rism

.com

ww

w.c

ara

ibit

uri

smo

.it

ITA

LIA

N M

AR

KE

T

Fran

ce is

the

6th o

utbo

und

mar

ket i

n th

e W

orld

with

an

Inte

rnat

iona

l ex

pend

iture

of

28.6

billi

on U

S$

(afte

r G

erm

any,

US

A,

UK

and

Japa

n)

Italy

is th

e 4th

out

boun

d Eu

rope

an m

ar-

ket f

or lo

ng-h

aul t

rave

l des

tinat

ions

26

mill

ion

Italia

ns t

rave

lled

outs

ide

of

Italy

in 2

007

14

mill

ion

Italia

ns t

rave

lled

outs

ide

of

Italy

thro

ugh

airp

orts

To

tal e

xpen

ditu

re h

as e

xcee

ded

29 m

il-lio

n Eu

ro in

200

7 23

8 m

illio

n ov

erni

ght

stay

s w

ere

re-

cord

ed in

200

7 in

out

boun

d de

stin

atio

ns

41.

5% o

f out

boun

d tra

vel h

as ta

ken

plac

e be

twee

n Ju

l—S

ept.

Th

e in

crea

se o

f tra

vel

abro

ad c

once

rns

nam

ely

the

high

re

venu

e se

gmen

t (in

clud

ing

empt

y ne

sted

co

uple

s)

but

tend

s to

spr

ead

to th

e m

iddl

e cl

ass.

Ital

y is

par

t of t

he E

urop

ean

Uni

on a

nd c

an

be c

onsi

dere

d as

a L

atin

Eur

ope

mem

ber.

nea

rly 6

0 m

illio

n pe

ople

o

ver 3

01.0

00 k

m² d

ivid

ed in

20

regi

ons

an

d 11

0 de

partm

ents

6

th w

orld

lead

ing

econ

omic

cou

ntry

with

2.

104.

000

€ G

DP

per y

ear (

2007

) 1.

5 %

infla

tion

rate

(200

7) /

1,6%

(200

6)

8 %

une

mpl

oym

ent r

ate

(200

7)

The

net

ave

rage

sal

ary

is 1

6 79

2 €

up to

48

241

€ (s

enio

r man

ager

s in

priv

ate

sect

or)

15 -

64 y

ears

old

repr

esen

t 65.

2% o

f the

Fr

ench

pop

ulat

ion

80.5

9 ye

ars

is th

e av

erag

e lif

e ex

pect

ancy

(7

7 ye

ars

old

for m

en a

nd 8

4 ye

ars

old

for

wom

en).

Sen

iors

citi

zen’

s qu

ality

of l

ife

mea

ns b

ette

r mob

ility.

6

0 ye

ars

old

is th

e av

erag

e ag

e fo

r re

tire-

men

t

2. I

TAL

Y A

BIG

PLA

YER

AM

ON

G B

IG S

PEN

DER

S A

ND

LO

NG

-HA

UL

TRA

VEL

LER

S 1.

BE

NV

EN

UTI

IN IT

AL

IA

Italia

ns h

ave

aver

age

4.5

wee

ks v

aca-

tion

per y

ear.

N

early

30

% o

f th

e w

orki

ng p

opul

atio

n ha

s m

ore

than

30

days

ann

ual v

acat

ion

gran

ted

by p

artic

ular

agr

eem

ent.

Mor

e-ov

er a

lar

ge p

art

of p

opul

atio

n be

nefit

fro

m th

e “3

8 ho

urs

wee

k w

ork

law

” an

d so

me

of t

hem

(m

ainl

y fro

m t

he h

igh

reve

nue

segm

ent)

have

up

to

48/6

0 da

ys.

2007

TO

P D

ES

TIN

AT

ION

S

Fran

ce is

the

top

des

tinat

ion

for

Italia

n tra

velle

rs,

follo

wed

by

USA

and

Egy

pt.

Am

ong

the

Eur

opea

n de

stin

atio

ns,

the

top

five

are

mad

e up

of:

Fran

ce,

Ger

-m

any,

Aus

tria,

Spa

in, U

K.

As

far

as t

he n

on E

urop

eans

are

con

-ce

rned

, the

top

five

is m

ade

up o

f: U

SA

, E

gypt

, Mor

occo

, Tun

isia

, Bra

zil.

S

till,

thre

e ou

t of

fiv

e ar

e sh

ort

haul

. E

gypt

, Tun

isia

and

Mor

occo

are

con

sid-

ered

m

ostly

as

E

urop

ean

sinc

e th

ey

need

jus

t a

few

flig

ht h

ours

to

reac

h th

em.

Hig

hest

num

ber

of o

vern

ight

s ha

s be

en

spen

t in

US

A.

* w

elco

me

in F

ranc

e

Ove

r 60

com

mer

cial

air-

ports

in It

aly

and

2 m

ajor

hu

bs: M

ilano

and

Rom

a.

2

big

urba

n ar

eas

with

ov

er 2

mil.

inha

bita

nts:

Rom

e,

whi

ch i

s ou

r ca

pita

l ci

ty a

nd

the

cent

re

of

adm

inis

tratio

n an

d po

litic

s, a

nd M

ilan

whi

ch

has

the

econ

omic

pow

er.

SUM

MER

TR

END

S 20

08

US

A h

ave

basi

cally

sav

ed t

he I

talia

n ou

tbou

nd t

rave

l se

ason

. S

treng

th o

f €

vs U

S$

has

allo

wed

tra

velle

rs t

o en

joy

the

US

$ ar

ea c

ount

ries.

A

frica

rec

over

ing

afte

r th

e bi

g K

enya

n is

sues

. A

sia

sust

aine

d by

the

Oly

mpi

c G

ames

.

Wha

t are

thei

r int

eres

ts w

hen

tr

avel

ling

? ⇒

E

xotic

ism

, par

ticul

arly

in th

e se

asid

e de

stin

atio

ns

⇒

Gas

trono

my

⇒

Rel

axat

ion

time

(par

ticul

arly

wel

lnes

s pr

oduc

ts)

⇒

Cul

ture

⇒

N

atur

e

⇒

Eco

tour

ism

⇒

Tr

aditi

onal

hab

its

⇒

Luxu

ry p

rodu

cts

(gro

win

g in

tere

st)

How

old

is th

e It

alia

n tr

avel

ler?

A

roun

d 44

yea

rs o

ld.

Hig

hly

segm

ente

d m

arke

t :

You

ng p

eopl

e: m

ost o

f the

m o

n th

eir f

irst e

xper

i-en

ce a

broa

d ch

oose

Eur

ope

Ret

ired

peop

le /

sen

iors

: Ret

irem

ent a

ge is

be-

twee

n 60

and

65.

.. M

eans

a l

ot o

f tim

e, a

nd e

co-

nom

ic p

ower

to tr

avel

aro

und

the

wor

ld.

Exe

cutiv

es “

empt

y ne

sted

” co

uple

s: u

ltim

atel

y lo

ng h

aul t

rave

llers

, lik

e th

e fly

&dr

ive

form

ula

Fam

ilies

with

chi

ldre

n: m

ostly

non

Eur

opea

n bu

t sh

ort h

aul t

rave

llers

in a

ll in

clus

ive

acco

mm

odat

ions

Whe

re d

oe th

ey li

ve a

nd w

hat d

o th

ey d

o?

They

com

es m

ore

ofte

n fro

m b

ig c

ities

tha

n fro

m

rura

l are

as

They

has

a m

ediu

m/h

igh

leve

l of e

duca

tion

and

good

pu

rcha

se c

apab

ility

W

omen

are

the

real

dec

isio

n m

aker

s fo

r hol

iday

s!

Stu

dy o

f fo

reig

n la

ngua

ges

has

not

real

ly b

een

de-

velo

ped

in I

taly

, th

eref

ore

Italia

n tra

velle

rs t

radi

tion-

ally

fee

l m

ore

conf

iden

t w

ith o

rgan

ised

tou

rs a

nd

Italia

n as

sist

ance

Whe

n do

e th

ey tr

avel

and

how

oft

en?

Italia

ns p

refe

r the

sea

side

des

tinat

ions

and

trad

ition

ally

they

tra

vel i

n su

mm

ertim

e...

Eve

n if

this

tren

d is

cha

ngin

g be

caus

e of

pric

es.

Sno

w a

nd s

kiin

g ho

liday

s ar

e m

ostly

cho

sen

for l

ong

wee

kend

s or

in W

inte

r-tim

e. T

radi

tiona

lly th

ere

is o

ne m

ajor

trip

per

yea

r, m

ostly

in

Aug

ust,

plus

10/

15 d

ays

arou

nd X

mas

and

var

ious

br

eaks

in

the

year

, m

ostly

dep

endi

ng o

n B

ank

Hol

iday

s an

d av

aila

ble

long

wee

kend

s.

How

muc

h do

they

spen

d?

Dai

ly e

xpen

ditu

re i

s av

erag

e €

136

per d

ay.

The

Italia

n tra

velle

r will

spen

d €

1,64

9 fo

r the

Car

ibbe

an, A

sian

an

d A

mer

icas

des

tinat

ions

Wha

t is t

he It

alia

n tr

avel

ler’s

phi

loso

phy

? Ita

lians

are

mad

for

tre

nds

and

fash

ions

. Th

ey a

re e

xtre

mel

y se

nsiti

ve t

o ev

eryt

hing

whi

ch c

an m

ake

them

bei

ng a

n op

inio

n le

ader

am

ong

thei

r soc

ial e

nviro

nmen

t.

Wha

t are

thei

r req

uire

men

ts &

nee

ds ?

3. I

TAL

IAN

TR

AV

ELLE

RS:

FA

Q

How

do

they

pur

chas

e th

eir h

olid

ays ?

Tr

aditi

onal

ly la

st m

inut

e pl

anne

rs

Mos

tly re

fer t

o th

e tra

vel a

gent

s or

to th

e TO

cat

alog

ue to

co

llect

info

rmat

ion

abou

t des

tinat

ions

W

hen

taki

ng s

hort

bre

aks,

onl

y ar

ound

6%

of I

talia

n tra

v-el

lers

boo

k vi

a tra

vel a

genc

ies

RE

QU

IRE

ME

NT

S N

EE

DS

Qua

lity

Goo

d va

lue

for m

oney

C

omfo

rt W

arm

and

per

sona

l wel

com

e La

ck o

f con

stra

ints

(vis

a, v

acci

na-

tions

, lon

g fli

ghts

…)

Rel

iabi

lity

Flex

ibilit

y E

xclu

sivi

ty

Aut

hent

icity

4

. IT

AL

IAN

TR

AV

EL T

RA

DE

& D

ISTR

IBU

TIO

NS

SYST

EM

Wha

t you

shou

ld k

now

and

re

mem

ber a

bout

the

trad

e Th

e Ita

lian

Tour

ism

Tra

de is

ver

y fr

ag-

men

ted:

•

300

tour

ope

rato

rs (a

bout

150

are

wel

l-kn

own

by th

e co

nsum

ers)

•

Aro

und

9 00

0 tra

vel a

genc

ies

•

Aro

und

180

Ince

ntiv

e H

ouse

s / M

ICE

ag

enci

es

• N

o cl

ear

diffe

renc

e be

twee

n to

ur o

pera

-to

rs

and

dist

ribut

ors:

m

ore

and

mor

e To

ur O

pera

tors

sel

l di

rect

ly t

o th

e w

eb

tool

, m

ore

and

mor

e TA

s or

gani

se t

heir

own

prog

ram

mes

. Tr

ends

of t

he T

rade

: •

Rec

ent c

once

ntra

tion

mov

emen

t •

On-

line

broc

hure

s an

d bo

okin

gs d

evel

op-

men

t •

End

of a

irlin

e re

tro c

omm

issi

on to

trav

el

agen

cies

•

Gro

win

g of

the

mul

ti-ch

anne

l dis

tribu

tion:

ca

ll ce

ntre

s, In

tern

et, t

rave

l age

ncie

s…

• G

ener

al r

einf

orce

men

t of

the

mas

s m

ar-

ketin

g ne

twor

ks

in

the

gene

ral

stor

es

(mal

ls)

• A

s a

cons

eque

nce:

Tou

r ope

rato

rs a

re

will

ing

to c

ontro

l the

ent

ire T

ouris

m In

-du

stry

Cha

in i.

e : p

rodu

ctio

n, d

istri

butio

n,

Bto

C a

nd B

toB

Web

site

, tra

nspo

rt, a

c-co

mm

odat

ion.

•

Trav

el A

genc

ies

are

focu

sing

mor

e an

d m

ore

on th

e cu

stom

er c

are

as a

way

to

keep

clie

nts

and

mak

e m

oney

.

Top

5 To

ur O

pera

tors

Trav

el a

genc

ies :

Th

ere

are

appr

oxim

atel

y 10

000

trav

el a

genc

ies

arou

nd It

aly,

with

the

maj

ority

con

cent

rate

d in

the

Nor

th (5

8.47

%).

Mila

n its

elf h

as o

ver 6

00 tr

avel

age

ncie

s an

d Lo

mba

rdia

, its

regi

on, a

bout

200

0.

Italia

n TA

S a

re g

ettin

g cl

oser

and

clo

ser

to th

e ne

twor

king

sys

tem

. Thr

ough

the

netw

orks

is m

uch

easi

er

and

less

exp

ensi

ve o

peni

ng a

trav

el a

genc

y an

d m

anag

ing

cont

ract

s w

ith b

ig T

OS

. How

ever

, on

the

othe

r ha

nd, t

his

gene

rate

s a

certa

in tu

rnov

er.

Ther

e ar

e ab

out 2

000

furth

er T

AS

not

sub

scrib

ing

to th

e IA

TA.

2008

has

see

n m

any

netw

orks

get

ting

clos

er a

nd m

akin

g on

e bi

gger

gro

up. T

op n

etw

orks

at t

he m

omen

t ar

e: •

GR

OU

PPO

ISO

AR

DI

(rece

ntly

fou

nded

thr

ough

the

mer

de o

f B

ravo

net,

Mar

supi

o, G

40 a

nd H

P)

mad

e up

by

1500

trav

el a

genc

ies.

•

BLU

VAC

AN

ZE (r

ecen

tly m

erge

d w

ith C

ISA

LPIN

A)

mad

e up

by

907

•

BU

ON

VIA

GG

IO, m

ade

up b

y 30

0

Tour

ope

rato

rs:

Trad

ition

ally

, bro

chur

es a

re p

ublis

hed

twic

e a

year

: W

inte

r bro

chur

es (O

ctob

er—

Mar

ch)

Sum

mer

bro

chur

es (A

pril—

Sep

tem

ber)

M

ore

and

mor

e ch

oose

to p

ublis

h on

ly o

ne y

early

cat

alog

ue

AST

OI

(ww

w.a

stoi

.it)

it is

th

e le

adin

g as

so-

ciat

ion

of

Italia

n To

ur

Ope

rato

rs,

recr

uitin

g 60

maj

or

TOS

in th

e m

arke

t, w

ith a

clie

nt p

ortfo

-lio

of

ab

out

5.5

milli

ons

trave

llers

an

d re

pres

entin

g ar

ound

75%

of

the

Italia

n tra

vel

mar

-ke

t.

FIA

VET

(ww

w.fi

avet

.it)

is

the

offic

ial a

ssoc

ia-

tion

of

Italia

n

trave

l ag

enci

es,

gath

erin

g ar

ound

25

00.

Top

5 To

ur O

pera

tors

Cos

ta C

roci

ere

Alp

itour

Gru

ppo

Vent

aglio

MSC

Hot

elpl

an

Hig

hest

pr

ofits

Cos

ta C

roci

ere

Valtu

r

Teor

ema

I Gra

ndi V

iagg

i

Vera

tour

Hig

hest

incr

ease

Rel

ianc

e A

zem

ar

Aca

mpo

ra

New

Cha

lleng

e

Seto

ur

Top

5 To

ur O

pera

tors

Cos

ta C

roci

ere

Alp

itour

Gru

ppo

Vent

aglio

MSC

Hot

elpl

an

Hig

hest

pr

ofits

Cos

ta C

roci

ere

Valtu

r

Teor

ema

I Gra

ndi V

iagg

i

Vera

tour

5

. IT

AL

IAN

TR

AV

EL M

EDIA

Trad

e pr

ess:

Trav

el i

ndus

try m

embe

rs u

se t

he t

rade

pr

ess

as a

mai

n so

urce

of i

nfor

mat

ion.

Ita

lian

trade

pre

ss is

com

pose

d of

aro

und

15 t

itles

, ou

t of

whi

ch 7

are

mai

n tr

avel

tr

ade

mag

azin

es r

ead

by a

lmos

t al

l TA

, ei

ther

thr

ough

the

prin

ted

or t

he o

nlin

e ve

rsio

n.

MIC

E pr

ess:

Bus

ines

s an

d M

ICE

seg

men

ts h

ave

som

e de

dica

ted

med

ia f

eatu

ring

stor

ies

abou

t de

stin

atio

ns.

They

are

mos

tly m

onth

ly o

r bi

-mon

thly

and

mos

t of

the

m a

lso

orga

n-iz

e w

orks

hops

, eve

nts

or e

scor

ted

host

ed

grou

ps o

f Ita

lian

buye

rs t

o th

e in

tern

a-tio

nal s

peci

aliz

ed M

ICE

Tra

de S

how

s (i.

e.

Imex

, Eib

tm…

) C

onsu

mer

pre

ss:

Con

sum

er tr

avel

pub

licat

ions

, mag

azin

es,

TV

prog

ram

mes

an

d ne

wsp

aper

s ar

e am

ong

the

mos

t im

port

ant

sour

ces

of

info

rmat

ion

for h

olid

ay p

lann

ing.

Ita

lians

are

fond

of

trend

and

fas

hion

, fo

r us

it

is e

xtre

mel

y im

porta

nt t

o ch

oose

a

trip

whi

ch m

ay b

e tre

ndy

and

get a

ttent

ion

from

oth

er p

eopl

e.

Ther

e ar

e no

t man

y TV

pro

gram

mes

ded

i-ca

ted

to t

he w

orld

of

trave

ls,

but

the

re-

dem

ptio

n th

ey h

ave

in t

erm

s of

vie

wer

s re

ferr

ing

to T

AS

for t

he p

ropo

sal o

f a s

imi-

lar t

rip is

imm

edia

te.

Wha

t you

shou

ld k

now

and

re

mem

ber a

bout

the

med

ia

The

Italia

n m

edia

en

viro

nmen

t is

qu

ite

com

plex

and

var

ied.

Pub

lic a

nd p

rivat

e,

natio

nal a

nd lo

cal,

a bu

sine

ss m

odel

whi

ch

seem

s to

suf

fer a

big

cris

is.

Mor

e an

d m

ore

freel

ance

rs a

nd s

elf

em-

ploy

ed p

eopl

e, a

gen

eral

mix

ture

am

ong

the

vario

us a

reas

: prin

ted,

web

, tv,

radi

o.

Ther

e ar

e tw

o m

ajor

tv

gro

ups:

one

is

publ

ic—

RA

I—m

ade

up b

y 3

chan

nels

, the

ot

her

one

is

priv

ate—

MED

IASE

T—al

so

with

3 c

hann

els.

9

maj

or e

dito

rial h

ouse

s fe

atur

ing

daili

es

and

mag

azin

es. N

ot s

o m

any

pure

ly to

uris

t m

edia

: 1 m

ajor

wee

kly

(I vi

aggi

di R

epub

-bl

ica)

and

abo

ut 1

0 m

onth

lies

(top

are

Pan

oram

a Tr

avel

, Tra

velle

r, G

ente

Via

ggi,

Dov

e, I

Via

ggi d

el S

ole)

, bu

t man

y co

l-um

ns a

vaila

ble

in a

var

iety

of m

edia

: >

Fash

ion:

Vog

ue, E

lle, M

arie

Cla

ire, A

mic

a >

Des

ign:

AD

, Mar

ie C

laire

Mai

son,

Spa

zio

Cas

a, B

rava

Cas

a >

Fem

inin

e: G

razi

a, A

, Gio

ia, D

onna

Mod

erna

, Va

nity

Fai

r >

Mas

culin

e: C

lass

, Cap

ital,

Gen

tlem

an, M

en’s

H

ealth

>

Nat

iona

l Dai

lies:

Il C

orrie

re d

ella

Ser

a, R

e-pu

bblic

a, Il

Gio

rnal

e, L

a S

tam

pa…

par

ticul

arly

th

anks

to th

eir w

eekl

y en

clos

ures

and

to th

eir

finan

cial

col

umns

>

Loca

l Dai

lies:

par

ticul

arly

thos

e of

the

Nor

th-

ern

part

of It

aly

> Fo

od &

Win

es: V

S, V

ie d

el G

usto

>

Cur

rent

Affa

irs: L

’Esp

ress

o, P

anor

ama,

Il

Mon

do

Eve

ryth

ing

can

be a

n op

portu

nity

for v

isi-

bilit

y. It

alia

n ar

e ve

ry s

ensi

tive

to d

isco

ver

unex

pect

ed s

tory

ang

les

and

use

dest

ina-

tions

: foo

d, fa

shio

n, d

esig

n, m

ovie

s, a

rt….

Top

5 Tr

avel

Tra

de m

edia

:

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ia

C

ircul

atio

n

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eade

rshi

p

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D V

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