There are over 600 Enit events scheduled around the world (+5% compared to 2018) including significant moments such as the Enit Centenary in November, the celebrations linked to Leonardo da Vinci, participation in the Giro d'Italia and other sporting and Exhibitions international events such as Seatrade, World Routes, Cooking Week. The Italian brand will experience a profound change and Enit is entrusted with the task of catalyst between the public and private protagonists of the sector.
“ENIT, the House of Tourism, continues its mission of promoting the Italian tourism sector” declares the Minister of Agricultural, Food, Forestry and Tourism Policies Sen. Gian Marco Centinaio. “With the new three-year plan presented today by President Giorgio Palmucci, he will be able to better indicate and analyze the target markets, effectively being able to support the action of the private sector and contribute to the development of destinations tourists in our country. In this way it will be able to involve potential visitors in the discovery of an extraordinary heritage that makes our country unique and it will be able to find a consistent role thanks to the valorisation of a heritage made up not only of culture and nature, but also of excellence in business sectors that represent the pride of our country: Made in Italy, hotels, quality agriculture, just to name a few. We will work in synergy to increase seasonality which, together with tourism, represents an inseparable combination, to identify the new needs of visitors, to enhance Italian territories and relaunch them in a sustainable way by promoting innovative travel experiences. Investing in sustainable tourism means proposing the places, the craftsmanship and the memories of Italy in a new guise. It will be essential to improve the infrastructure to manage the growth of tourist flows and focus on niche tourism that has a very specific target. Lastly, it will be necessary to strengthen Enit's presence and partnerships with the excellence of Made in Italy by consolidating advanced markets and aiming at emerging ones, all from a national brand perspective. Tourism is a crucial sector for the growth of the Italian economy and is destined to remain one of the drivers for the recovery of the economy and employment" he concludes.
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New vision and approach to tourism
“The vision and approach to the tourism industry has changed, valued today by the entire Italian system. Now – comments the Enit president George Palmucci – finally has the attention it deserves in a sector that accounts for 428,8 million visitors and 41,7 billion euros in spending by foreign tourists in Italy in 2018. We can finally talk about real and structured planning that does not proceed with attempts without coordination between the various territorial levels and public and private stakeholders, but which develops synergy, quality of offer and efficiency of the online tourism supply chain. Strengthening the supply chain methodically: influencing for example the seasonality of demand, training, capturing market demands in time: social and ecological responsibility for the valorisation of biodiversity and traditions but with an eye to luxury, in search of destinations fewer jokes but with very high comfort”.
Presences in Italy
It is therefore rewarding a pragmatic approach to the market: in terms of foreign presences, Italy, with over 216,5 million overnight stays totaled in 2018 (+2,8%) according to the ENIT Research Office based on ISTAT 2018 data, surpasses there French (140,7 million nights, +5,4%) and is growing unlike the Spain (301 million nights, -1,6%) which, despite being first in the European comparison, is down compared to 2017 (Source: ENIT Research Office on Eurostat Tourism Statistics data, Main Tables – provisional 2018).
Total presences in Italian hospitality establishments are close to 429 million and increased by +2,0% in 2018 compared to 2017. The international component grows more than the Italian one (+2,8 vs 1,1%) and represents 50,5% of total attendance. International spending in Italy, at 41,7 billion euros, increased by +6,5% in 2018 compared to 2017.
The key points of the three-year tourism plan 2019/2021
The elements of the Plan are based on sustainability, accessibility, innovation, seasonal deconcentration, growth in value, synergy with the Italian system e coordination with local authorities for homogeneous promotional strategies, centrality of Made in Italy, enhancement and competitive positioning of Italy as a tourist destination in the world, development of a network of public and private services and transport.
A fundamental role is played byfood and wine, crucial for attracting new travel experiences between cultural, sporting, active and slow visit. An authenticity guaranteed by a wide seasonality of the offer which sees presences grow in all months of the year and by the ability to intercept the needs of travelers looking for Italian Style experiences, highlighting growth even in small municipalities.
Added to this is the storytelling of major events: from the mountains (Cortina 2021 e Milan-Cortina 2026) to the culture of historical Italian figures, up to international agri-food events such as Vinitaly or design events such as the Salone del Mobile, undisputed showcases for the high-end segment.
Who is ENIT?
ENIT – National Tourism Agency has been promoting Italy as a travel and holiday destination since 1919 and will celebrate its first 100 years in November. Through its 29 offices around the world, the Agency operates with B2B and B2C promotional, communication and monitoring activities of the incoming tourism supply chain at an international level. Since 2016, thanks to a new corporate structure that allows for the optimization of resources, it has increased the efficiency and effectiveness of promotional actions and tools by adopting a severe marketing approach on which short and medium term planning is based.
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