Project Report 2009

Project Report 2009
Innovasjon Norge Italia
Foto: Giacomo Foti/Nikon
Vi gir lokale ideer globale muligheter
PROJECT REPORT ITALY
JANUARY-DECEMBER 2009
Index
1) General data
a) Economic highlights
b) Market information/Tourism development Italy
2) Tourism to Norway
a) Bed nights development 2008
b) Bed nignts development 2009
3) Project reports
a) Press
b) Bransjebearbeidelse
c) NTW
d) Scandinavian WS in Rimini 15.10.09
e) Distribution
f) Public & Trade fairs: BIT, BMT, TTG
g) Visitnorway.it
h) Shortbreak
i) Co-marketing with Sant’Anna
j) Co-marketing with NSEC
k) Reputation Building
4) Annex: research Facebook
INNOVASJON NORGE - Via Puccini 5 - 20121 Milano
Tel. +39 02 85 45 14 17 - E-mail: [email protected]
1) General Data Italy
a) Economic highlights
Italy is the 9th largest economy in the world measured by GDP, and of significant importance to
Norwegian business and industry, beeing the eight most important trading partners for
Norway. Italy is also a source for knowledge, technology and innovation in a number of IN
priority sectors, such as clusters, agriculture and tourism, and also a target market for SME’s.
The population is 60 millions, and the country is divided into three main economic areas: the
very rich and dynamic North, the well developed Central parts and the underdeveloped South.
Italy is one of the most important markets for the Norwegian export of fish, especially
stockfish and salted and dried cod. Other important markets are Energy, Maritime and
Information Technology.
Facts about Italy
Republic since 1946
Surface area: 301 340 km2
Population: 60 090 430 (Eurostat 2009)
Joined the European Union: Founding member (25 March 1957).
Highest population density in Europe: 199 inh./km2
Administrative organization: 20 regions, 110 provinces, 8110 municipalities
Main cities:
Rome 2.6 mill.
Milan 1.3 mill.
Naples 984’
Urban areas:
Milan 7.4 mill.
Rome 3.7 mill.
Naples 3.1 mill.
Italy at a glance
Member of G8
7th biggest GDP in the world: 1.572 billion € (2008) (Istat)
4th largest economy in the Euro zone after Germany, France and UK (IMF)
Italy is a founding member of the European Union and one of the first-wave countries to adopt
the euro on 1 January 1999.
The EU economy is showing clear signs of recovery and looks to return to grow in the second
half of 2009. However, with the strong downturn at the end of 2008 and start of the year, the
forecast for 2009 as a whole remains unchanged: GDP is expected to fall by 4% in both the EU
and the Euro zone. The Commission's interim forecast is based on updated projections for
France, Germany, Italy, the Netherlands, Poland, Spain and the UK – together accounting for
some 80% of the EU’s GDP.
The Commission sees signs of an imminent economic recovery and fears of a prolonged and
deep recession are fading.
GDP growth is set to turn positive in the second half of the year. However, the forecast for
2009 as a whole remains unchanged as the previous estimates for 2008 and the first quarter
of 2009 proved weaker. GDP is expected to fall by 4% in both the EU and the Euro area this
year.
2
Quarterly GDP forecast
(%, quarter-on-quarter)
2009
Germany
Spain
France
Italy
Netherlands
Euro area
Poland
United Kingdom
EU27
Annual GDP forecast
(%, year-on-year)
2009
Spring forecast Interim forecast
2009/1 2009/2 2009/3 2009/4
May 2009
Sep. 2009
-3.5
0.3
0.7
0.1
-5.4
-5.1
-1.6
-1.1
-0.4
-0.2
-3.2
-3.7
-1.3
0.3
0.4
0.3
-3.0
-2.1
-2.7
-0.5
0.2
0.1
-4.4
-5.0
-2.7
-0.9
-0.4
0.0
-3.5
-4.5
-2.5
-0.1
0.2
0.1
-4.0
-4.0
0.3
0.5
0.1
0.0
-1.4
1.0
-2.4
-0.7
0.2
0.5
-3.8
-4.3
-2.4
-0.2
0.2
0.1
-4.0
-4.0
The rate of consumer-price inflation declined in the first half of 2009 driven mostly by the base
effects of past hikes in energy and food prices. Inflation seems to have reached a trough of
0.2% in July in the EU (-0.7% in the euro area). Inflation rates are projected to increase
towards the end of the year as base effects reverse and commodity prices are on the rise. For
the year as a whole, the outlook for consumer-price inflation remains unchanged at 0.9% in
the EU for 2009 (and 0.4% in the Euro area).
Quarterly HICP forecast
(%, year-on-year)
2009
Germany
Spain
France
Italy
Netherlands
Euro area
Poland
United Kingdom
EU27
Annual HICP forecast
(%, year-on-year)
2009
Spring forecast Interim forecast
2009/1 2009/2 2009/3 2009/4
May 2009
Sep. 2009
0.8
0.2
-0.2
0.6
0.3
0.3
0.5
-0.7
-0.8
0.9
-0.1
0.0
0.7
-0.2
-0.6
0.2
0.2
0.0
1.4
0.9
0.1
1.1
0.8
0.9
1.8
1.6
-0.1
1.2
1.4
1.1
1.0
0.2
-0.3
0.7
0.4
0.4
3.6
4.3
4.2
3.3
2.6
3.8
3.0
2.1
1.3
1.1
1.0
1.9
1.6
0.9
0.3
0.9
0.9
0.9
The financial crisis has hit the Italian economy with declining exports and production,
increased unemployment and a reduction in GDP of -6% on an annual basis, per the second
quarter of 2009. The government has little room for manoeuvring - given the EU's highest
public debt and a budget deficit at odds with Maastricht criteria. Paradoxically, this means that
the black economy is a safety net for many. Italian economy had major structural problems
before the financial crisis; the crisis has exacerbated the whole thing. A comprehensive
emergency package is adopted, consisting mainly of reallocated budget funds.
Italian economy has long been deadlocked and the financial crisis has only helped to increase
the problems. Approximately 8 million lives according to government statistics on the poverty
level or below. Reduced demand on the world market affects Italy's export-oriented industry
hard, with negative repercussions in the domestic economy in general. In the first quarter
2009 production level went down by 9.8% over the previous quarter, a decline unprecedented
in Italian post-war history. GDP showed in the second quarter, a decline of minus 6% on
annual basis, and the prognosis is not optimistic for 2009/2010.
The costs related to social security at its highest since 1993, tax revenue is decreasing and the
deficit in the budget balance increases. The government has abolished a number of the Prodigovernment's initiatives to reduce the extent of tax evasion.
On the positive side, the banking sector is in very little affected by the crisis, which among
other things, has to do with conservative investments, lending policies and low debt levels for
private customers. The high proportion of black economy contributes also to limit the financial
crisis effects on the population.
It attracted attention that the debt-ridden FIAT Group in May managed to make a cooperation
agreement with Chrysler, with 20% share rising to 35%. It is described here as a victory for
3
creative small Italian car technology. FIAT failed, however, with the Opel, after several weeks
of negotiations.
The Government's anti-emergency measures have been modest compared to other European
countries. The initiatives have primarily consisted of re-allocation of existing budget funds. The
government has sought to stimulate private consumption by supporting vulnerable households
directly, and has introduced support for the automobile, white goods and furniture industry,
but not much used.
A recapitalization is made available for stock exchange banks, but very little used. As a result
of the large public debt, pt. 105% of GDP, which is expected to increase to nearly 110% in
2009 and 2010, and a budget deficit of over 4%, the government has little manoeuvrability.
Finance Minister's restrained approach to the crisis described as appropriate and has been
positively received among economic experts (in the ECB, OECD, etc.), at the same time
emphasized the vulnerable position the country is in. Berlusconi has on his side throughout the
crisis appeared as an indomitable optimist: "Italy manages actually excellent “, was his
repeated message.
For the first time in ten years increased unemployment in 2008, and the trend continues in
2009. It is expected to be close to 9% this year, with the usual large differences between the
North (about 4.5%) and South (approximately 13%). Inflation is declining as a result of the
crisis (minus 1% from June to July), which can contribute positively to parts of the economy.
Italy in the Crisis
Challenges
Important and increasingly negative government budget balance
High and increasing public debt
Black economy
Sourch: The Economist
NB! Huge geographical differences
e.g unemployment Q1 2009: Italy 7,9%, Lombardy 5% and Sicily 14,3%
4
Other challenges
Underdeveloped South
Ageing population – few newborns
Low R&D investments
Low labour participation among women
Young generation with precarious employment contracts
Illegal immigration
Organized crime
Quality of life
Ranks 17th out of 160 countries 1)
Scores significantly better than it’s GDP per capita alone would suggest
On top of all other Mediterranean countries, before core EU countries such as Germany, France
and UK, as well as the US.
European countries ahead of Italy are Belgium, Netherlands and the Scandinavian countries
The global economic crisis has had limited impact on Italy’s quality of life
Sourch: Economist Intelligence Unit’s quality of life index
5
b) Market information/Tourism development Italy
Holidays rank high on Italians' priority list, topped only by mobile sales.
Most Italians, especially when travelling long-haul, are seen as "big spenders": nice hotels and
restaurants, excursions and souvenirs. The Italian honeymooners are still to be the best clients
to target for tourism packages.
The number of departures reached 146.4 million in 2008 (-5.6% compared to 2007), and ca.
100.5 million stayed in Italy. The number of departure abroad increased in 2008 (46.0 million)
in particular thanks to city breaks, and the last years expansion of low-cost carriers. 49.4
million of these departures were major holidays, and 69.1% of cases spent in Italy. Ca. 15.26
million spent their holiday abroad.
Preferred European destinations:
1. Spain 2.1 mill
2. France 1.9 mill
3. Greece 0.972 mill
The USA is still the preferred destination for long haul.
Source: Istat, Isnart
Total number of Italian departures 2007/2008:
Shortbreak in Italy
Long vacation in Italy
Shortbreak abroad
Long vacation abroad
Totalt
2007
73.483
47.009
17.852
16.847
155.191
2008
69.303
31.161
28.972
17.042
146.478
%
-5,7
-33,7
62,3
1,2
-5,6
Trends
In Italy, Norway is the most popular holiday destination among the Nordic countries. This
appears after the annual survey conducted by the Italian Osservatorio Guida Viaggi on behalf
of the Italian travel agencies. 48% of the respondents said that Norway is the Nordic
destination they would like to visit.
Most Italians travelling to Norway chose the summer months. 82% of journeys to the Nordic
countries are sold in spring-summer season (Source: Osservatorio Guida Viaggi).
The Italians are concerned with the heritage and traditions, but it is also important that local
people are hospitable, charming and easy to get in touch with (Source: TripAdvisor).
The importance of nature, beautiful landscapes, culture, and activities can not be emphasized
enough. Norway's strength lies in the nature-based experiences, and this force, we must
promote in our marketing efforts. The demand for theme-based travel increases, in line with
the younger and more active travellers.
Reputation Studies show that Norway is both known, and unknown. And even though most
Italians have never been to Norway, or Scandinavia, the interest of our country is growing and
Norway is seen as a safe and exclusive nation to go to.
Italy has a number of niche markets, which are of interest for the Norwegian Tourism:
honeymoons and “singles” market, not to mention the elderly market that is becoming
6
increasingly important. An important trend is that the elderly are young in mind. They have
good health and good economy, and like to travel and experience new cultures.
Reasons for the choice of a destination in Italy and abroad: the natural beauty (28.1%), and
the hospitality of friends and relatives (15.7%). In Italy prevail practical reasons such as
proximity to the places (10%), and possession of the second home (8.6%), while abroad the
desire to see foreign places (11.2%), and the wealth of artistic and monumental heritage
(10.5%).
To reach a holiday destination, the Italians normally use the car in Italy (71%), and plane
abroad (74%). For the flights, 30.6% choose low cost. Cruises abroad: up from 3.8% to 4.5%.
According to a research done by Nestlè, Italians do not disclaim the comfort. Comfortable bed,
spacious bathroom and breakfast, are hotel services that the Italians give big importance.
Italians, when planning a holiday, they primarily choose sun and sea, followed by mountain
vacation, then cultural holiday.
Italians spend most money on accommodation (47%), meals (22%), shopping (13%) and
transportation in the country they visit (13%). 40% of Italian nights abroad are in hotels and
holiday resorts, followed by the rental of private houses, then with friends and family.
(Source: Banca d'Italia).
The financial crisis concerns us all, but since the Norwegian Crown in the recent past has been
relatively weak compared to the Euro, we have seen lower average prices for flights and hotel
packages, and Norway has then been more attractive for tourists from the Euro-zone.
Good communication offers and competitive products with proximity/nearness to the fjords
and natural experiences as well as high quality tourism products in Norway, are important
factors to strengthen the position in the Italian market.
According to Yahoo Research Italians are on the third place in Europe, when it comes to
holiday travel. Italians take 2.9 leisure trips in their own countries and 1.6 trips abroad a year.
The survey was done in December 2008 out of 11 million Internet users. French top the list
with three travels nationally and 1.8 trips abroad. Spanish, with 3 domestic flights, and 1.3
trips abroad. English take 2.1 domestic and 2 foreign, while Germans travel respectively 2
times in their own country and 1.8 abroad.
After a survey conducted by TTG in June this year, the Italian travel agents reported on steady
demand for Northern Europe. Northern Europe is an interesting destination for the agencies.
They see an increase in clients, and even if the customer group is high level, they see that,
with the developments within the cruise segment, the Northern Europe has become more
accessible for all kind of people. Medium age of a customer group is 35 years and they can be
divided into three holiday types: 1) Fly & drive, 2) Cruise with Hurtigruten (for experts), and
classic cruise with Costa Crociere and MSC, 3) experiences of the nature.
Surveys show that most people who choose Northern Europe are fond of nature, but a visit to
the capitals is a popular element in most organized tours. Few complaints from customers, due
to relative good standard of transport and hotels. Package tours to Northern Europe cost about
1.500 euros for 1 week.
According to a survey conducted by Holiday Check, only 15% of the Italians will
vacation habits in 2009. 47.8% of the vacationers will still follow the same pattern as
without changing vacation plans based on economic issues. For this group's holiday
remains "unchanged", and they will continue their holidays as in previous years.
For 15.5% of the respondents, however, the holiday is changed, and they will choose
vacations, and long weekends. For 11.1% the length of the holiday will be reduced.
change
before,
budget
shorter
7
According to data from the observatory Netcomm-Politecnico di Milano, tourism remains the
main area of eCommerce in Italy. 51% of the market, in fact, refers to the tourism sector. By
2010 it is estimated, moreover, an increase of 1%. The online tourist revenue in 2009 was 2
billion 985 million Euros, a slight decrease compared to 2008 due to the overall reduction in
prices and of course the bankruptcy of Todomondo and Myair.
Dec. 09: Tourism: still some uncertainty, but the first signs of recovery are looming
ahead
While there is still some uncertainty, signs of recovery are starting to loom ahead. This is the
forecast of players in the tourism industry for the six-month period from November 2009 to
April 2010 emerging from the latest survey on the market situation carried out by CISET in
cooperation with Federturismo Confindustria and its member associations on a sample of
Italian tourism enterprises.
According to the interviewees, a stronger decline is likely to affect demand from Britain and
the US, while Japanese and domestic tourism should hold better. German and French tourism
is expected to take an intermediate position, while tourist flows from Holland, Belgium, and
Eastern Europe are expected to grow, followed by Scandinavia, Switzerland, and Spain. Also
Chinese and Australian tourism is performing well, while the Canadian tourism demand
remains flat.
Among Italian tourists who are going to select foreign destinations in the 2009-2010 winter
seasons, most will opt for Southern Europe (especially Spain, led by Barcelona and Madrid),
the African Mediterranean coasts (Egypt, with the Red Sea as the number one destination,
Morocco, and Tunisia), and Eastern Europe. Central and South America (with Mexico, and the
Caribbean countries) and Central Europe (with mountain resorts and European capital cities)
will remain virtually unchanged. Conversely, a slight decrease is expected for North America,
despite the favorable Euro-Dollar exchange rate, South Asia (Maldives, Sri Lanka, etc.),
Northern Europe (England and Scandinavia), North-Eastern Asia (China, Thailand, etc.),
Oceania, and especially the Middle East.
Sport holidays, relax and meditation, is what the Italians will look for in 2010. This is the
results from a survey carried out recently by Expedia. The survey shows that in 2010 64% of
the Italians is willing to book a holiday dedicated to wellness. And within this share of
holidaymakers, 85% will purchase a stay in a SPA, while one third think of where we can do
sports, yoga or pilates. 18% says they will stay in places of religious meditation or destinations
for a real pilgrimtravel.
Treatment and stay in one all-inclusive package: should this be the feature of the spa the next
generation according to TripAdvisor travelers (39%), followed by the eco-sustainability (31%)
and the offer of luxury spa treatments extra affordable (28%).
The survey also shows that slightly more than 25% of tourists states to renounce the spa and
wellness treatments to save money in times of crisis, while 39% admit that the current
economic uncertainty has affected only a small part of the propensity to take a visit or stay in
spa and resort. One tourist out of three, finally, does not seem quite touched by the effects of
the recession and has kept the same budget for their welfare.
The choice of destinations is based mainly on domestic destinations: in fact, 82% choose to
remain in Italy, while among the foreign-favorite destinations for this type of holiday will be
Austria, Switzerland, Slovenia and Croatia. (www.expedia.it)
Ten and a half million Italians, 4.7 million more than last year, went on holiday to celebrate
the New Year. According to the National Tourism Observatory of Unioncamere-Isnart,
Christmas and New Year were greeted in a tourist resort in Italy by 8.6 million of our
countrymen (81.4% of those who have planned a vacation for the upcoming holidays, up from
4.3 million in 2008). Only 1.4 million Italians left for abroad, however, an increase compared
8
to 1.3 million last year. Mountain on top destination: at least 4 million Italians (38.6%) have
chosen the mountains as the preferred location for these holidays. 3.3 million has choosen the
cities of art (31.6% of the holidays).
A research done by Avis has highlighted new trends in business travel for 2010. After the
crisis, more attention to costs but will they believe the sector will grow by 15% travel for
business reasons.
Italy is among the nations in which the recession has had an impact on consumer only
temporary. 38% of the Italians say that they have not changed their habit because of the
economic outlook, 53% said that habits have changed, but will return to the pre-crisis when
the economy rise again. Only 9% have travelled less for work in 2009, while 3% had ever
reversed the trend of previous expenditures.
78% said they try to arrange more meetings as possible in one single trip, while 15% said it
had already entered several business appointments to maximize the value of the trip. Latter
percentage is the second highest among the countries considered, and indicates the need to
justify the cost of business.
It can be assumed therefore, that business travel in 2010 will increase around 15% more than
in the past: long-term data shows more confidence for the future.
A recent survey of Harvard Business Review Analityc Service has discovered that 79% of
respondents think that personal meetings is the most effective way to meet new customers,
and sell products and services, while 95% believe that they are a key factor success in building
and maintaining long term relationships. 93% believe that the personal meeting are most
useful when you are negotiating with colleagues from different languages and cultures.
In conclusion, the virtual meetings - via e-mail, telephone or videoconferencing - may not give
the same level of trust and understanding that a personal meeting can bring.
"The days when the business trip was synonymous with luxury and a price break from the
office are gone- said Roberto Lucchini, MD of Avis Italy - The 2010 marks a new periode of
"justified travel", which will be motivated not only time spent on organization and participation,
but also the investment required to finance the trip. (Source: Avis autonoleggio)
9
Outgoing 2009 Italy
The Italian tourism in 2009 shows signs of economic crisis. The number of departures for the
main holiday is reduced in the first half of the year. Passing from almost 17 million in the first
half of 2008 to 14.8 million in 2009 (-12.5%).
This summer, the Italians, like many other Europeans remained within national borders (on
average in Europe, the Eurobarometer 2009 foresee 48% of domestic tourism versus 43% in
2008).
Ca. 16.7 millions Italians travelled in Italy, compared to 13.6 million in 2008, 6 million went
abroad, and only 1.6 million Italians did both, Italy and abroad (compared to 4.5 million
forecast in 2008) while ca. 1.5 million choosed the last-minute stay.
For this summer holidays Italians spent a total 25.7 billion euros (16.3 billion in Italy and 9.4
billion abroad).
According to a research, done by Gfk, the sale of package tours (from January - August 2009)
dropped by 17%, compared to the same period of 2008, and also the number of pax
decreased of 14%. For August, the figures improved, though a drop of 4% of travellers
departing, and 14% less booking of package tours. Among the products, however, two in
particular, are growing: the cruises and Italy (seaside).
From September 2008 to August 2009, there was a decrease in short trips and short breaks
booked in an agency, but an increase of the trips longer than one week. Decrease of 18% of
travellers, and an increasing of the price average for the packages (+1%), reducing the total
turnover of sale with 17% compared with the same period of 2008.
November 2009: Michela Vittoria Brambilla, Minister of Tourism, is positive for 2010 and she
assumes that in 2010 the tourism in Italy will mark a recovery around 3%. She report that
already for this winter season, ca. 11 million Italians have booked a holiday (4 million of them
abroad) and additional 7.5 million undecided, however, they will book. The 2009 will end with
a drop of 4% compared to last year. France will close 2009 in red with 14%. Greece, -22%,
Spain -10%, and for the United States, -10.5%. (TTG Italy)
Purchasing through agency +1.5% in 2009 according to the Observatory Fiavet
According to the Osservatorio Fiavet, the share of trips purchased in travel agencies has
increased from 27.6% in 2008 to 29.1% last year. These results are very encouraging underlines the President Fiavet -. The time of reservations, according to the findings of the
Federation of adv, a trend across nearly all types of holidaymakers to book a month before the
start, but with a greater propensity to book 2 months before. Only one to two weeks before
when you purchase online.
For purchases of complete packages online, Italy's share is up from 39.1 in 2008 to 41.4% in
2009.
10
2) Tourism to Norway
a) Bed nights development 2008
Italia
Januar
Februar
Mars
April
Mai
Juni
Juli
August
September
Oktober
November
Desember
Hittil i år:
Italia
Ferie- og
fritidstrafikk
2005
3
2
4
4
7
22
42
84
8
5
4
5
195
2006
028
935
593
865
236
197
130
653
124
332
420
918
431
Utgående
2007
15 796 237
5
3
6
4
11
23
49
88
8
5
4
7
219
2007
824
659
136
967
042
728
478
893
147
198
454
936
462
5
3
5
6
6
26
51
96
9
5
5
5
227
2008
682
609
022
594
814
344
629
173
902
091
250
424
534
Ankomster Andel av
til Norge
utgående
2007
2007
54 000
0,34 %
4
4
5
6
9
23
42
76
7
5
4
4
194
Endring
07/08
201
248
133
480
457
324
188
649
842
420
552
762
256
-26,1
17,7
2,2
-1,7
38,8
-11,5
-18,3
-20,3
-20,8
6
-13
-12
-14,6
Andel av
utenlandske
gjestedøgn
%
%
%
%
%
%
%
%
%
%
%
%
%
1,1
0,9
1,0
2,0
1,8
1,8
2,2
5,3
1,7
2,0
2,1
1,8
%
%
%
%
%
%
%
%
%
%
%
%
3,6 %
Endring i
andel
06/07
12,6 %
Kilde: SSB: Hotell, camping, hyttegrend og vandrerhjem, TØI, Gjesteundersøkelsen 2007, Euromonitor, IMIS 2008
In 2008 there were 195.431 Italian guest nights in Norway; this was a decrease of 14.6%
compared to the year before (SSB). The unstable economic situation in Italy, must take the
blame for this. Italian guest nights shows that it is the Eastern part of Norway, Fjord Norway
and Northern Norway are the most attractive places to visits. Average stay in 2008 was 8.4
days for the Italians on holiday and leisure travel in Norway.
11
Development of holiday travel in Norway from Italy
Italia Italienske
Italienske ferie- Norges andel Prosentendring Andelen
ferie- og
og
av alle ferie- i Norges andel italienere utgjør
av alle
fritidsutreiser fritidsankomster og
av ferie- og
fritidsutreiser fritidsutreiser utenlandske
til Norge
ferie- og
fra Italia
fra Italia
fritidsankomster
til Norge
2000 14.454.900
30.000
0,21%
n/a
1%
2001 14.108.702
31.000
0,22%
6%
1%
2002 14.452.800
34.000
0,24%
7%
1%
2003 14.704.400
48.000
0,33%
39 %
2%
2004 14.712.202
58.000
0,39%
21 %
2%
2005 14.712.601
47.000
0,32%
-19 %
2%
2006 15.145.872
46.000
0,30%
-5%
1%
2007 15.837.500
48.000
0,30%
-
1%
2008 15.947.300
41.000
0,26%
-13%
1%
Kilde: Euromonitor International og Gjesteundersøkelsen 2008, TØI
Cruise traffic in Norwegian harbours. Forreign passengers by country of residence.
Estimeted counts, 2003-2008.
Country
2003
2004
2005
2006
2007
All
254 000
302 000
324 000
355 000
332 000
Storbritannia
75 000
84 000
90 000
97 000
96 000
Tyskland
55 000
71 000
89 000
96 000
82 000
95 000
USA
57 000
57 000
61 000
60 000
46 000
45 000
Italia
13 000
23 000
20 000
23 000
25 000
25 000
Spania
11 000
14 000
14 000
17 000
23 000
28 000
Frankrike
13 000
13 000
8 000
10 000
11 000
11 000
Canada
5 000
5 000
7 000
8 000
7 000
11 000
Other countries
25 000
35 000
35 000
44 000
40 000
51 000
2008
381 000
115 000
1.700.200 visitors from cruise ships, visited Norway this year. A growth of 15,7% from 2008 to
2009, measured in number of visitors. Average growth in Europe is about 10%. Number of
calls dropped from 1.634 in 2008 to 1.562 in 2009. 1.562 calls to Cruise Norway`s 32 member
ports.
Forecast for 2010, looks fairly good with 1.444 calls (Sep 2009). This confirm that the cruise
season becomes longer and longer.
International cruise tourism contribution to the Norwegian economy is at least 2 billion NOK in
direct spending.
(Sources: Horwath Consulting, European Cruise Council and Port of Bergen, Cruise Norway).
12
Italienske turister fordelt prosentvis etter den landsdelen de tilbrakte mest tid
sommersesongen 2008
Italia
Sørlandet; 5 %Trøndelag; 3 %
Nord-Norge; 22 %
Østlandet; 33 %
Fjord Norge; 37 %
Antall ankomster, gjestedøgn og gjennomsnittlig oppholdslengde for italienske
feriegjester
600 000
10,0
9,8
500 000
548 000
472 000
9,5
9,4
429 000
419 000
410 000
9,2
400 000
9,1
346 000
9,0
8,9
312 000
300 000
8,7
8,5
8,4
200 000
8,0
100 000
34 000
48 000
58 000
47 000
46 000
48 000
41 000
7,5
0
2002
2003
2004
Ankomster
2005
Gjestedøgn
2006
2007
2008
Gjennomsnittlig oppholdslengde
13
b) Bed nights development 2009
The statistics during Jan.- Dec. 2009 counted, according to the Statistical Central Byrå (SSB),
157.245 Italian bed nights. This was an increase of 13% compared to the same period last
year. June had an increase of 5%, compared to the same month last year, July +12%, August
+18%, September +43%, October +13%, November +37% and December +45%.
Kilde: SSB: Hotell, camping, hyttegrend og vandrerhjem, TØI, Gjesteundersøkelsen 2007, Euromonitor, IMIS 2008
Guest nights 2005-2009 Italy
Italia
2005
Januar
Februar
Mars
April
Mai
Juni
Juli
August
September
Oktober
November
Desember
Hittil i år:
Italia
2006
3 028
2 935
4 593
4 865
7 236
22 197
42 130
84 653
8 124
5 332
4 420
5 918
195 431
Utgående
2007
5 824
3 659
6 136
4 967
11 042
23 728
49 478
88 893
8 147
5 198
4 454
7 936
219 462
2007
2008
5 682
3 609
5 022
6 594
6 814
26 344
51 629
96 173
9 902
5 091
5 250
5 424
227 534
Ankomster Andel av
utgående
til Norge
2007
2007
2009
4 201
4 248
5 133
6 480
9 457
23 324
42 188
76 649
7 842
5 420
4 552
4 762
194 256
Endring
08/09
Andel av
utenlandsk
e
-13,6 % j t d0,9 %
-22,1 %
0,7 %
-3,9 %
1,2 %
-6,8 %
2,1 %
-0,4 %
2,1 %
3,7 %
2,1 %
2,5 %
2,5 %
15,6 %
6,4 %
23,6 %
2,2 %
7,5 %
2,3 %
28,8 %
2,9 %
45,8 %
2,6 %
9,0 %
3,6 %
3 631
3 308
4 933
6 037
9 423
24 183
43 249
88 613
9 694
5 826
5 861
6 941
211 699
Endring i
andel
06/07
Guestnights 2005-2009 per month Italy
120 000
100 000
80 000
60 000
40 000
20 000
-
Gjestedøgn 2005
Gjestedøgn 2009
Gjestedøgn 2006
Besøk VisitNorway 2008
Gjestedøgn 2007
Besøk VisitNorway 2009
No
ve
m
be
r
De
se
m
be
r
ob
er
O
kt
be
r
Se
pt
em
Au
gu
st
Ju
li
Ju
ni
M
ai
Ap
ril
M
ar
s
Fe
br
ua
r
Ja
nu
ar
2009: Nedgang fra alle markeder bortsett fra Frankrike, Kina og Italia
Gjestedøgn 2008
14
Kommersielle gjestedøgn per marked 2007-2009
25 317
41 978
40 609
Sør-Korea
51 779
45 859
70 694
Kina
98 593
107 304
115 340
Japan
Russland
141 144
154 612
130 362
Asia ellers
142 279
151 390
154 269
Polen
202 827
271 199
246 319
Italia
211 699
194 256
227 534
222 076
258 370
313 547
Spania
264 310
305 137
330 709
USA
298 168
287 202
289 869
Frankrike
523 118
Storbritannia
655 500
754 690
825 235
844 118
871 534
Nederland
892 292
929 692
896 359
Sverige
912 753
1 014 927
986 916
Europa ellers
945 432
994 172
1 000 405
Danmark
1 586 276
1 680 122
1 689 885
Tyskland
-
200
000
400
000
hiå 2007
600
000
800
000
1 000
000
1 200
000
hiå 2008
1 400
000
1 600
000
1 800
000
hiå 2009
Oppsummering av 2005-2009: Gjestedøgn per marked
Marked
Tyskland
Danmark
Europa ellers
Sverige
Nederland
Storbritannia
Frankrike
USA
Spania
Italia
Polen
Asia ellers
Russland
Japan
Kina
Sør-Korea
Totalt
hiå 2005
1 739 966
1 060 392
796 193
860 521
764 195
704 445
283 323
328 899
224 655
195 431
101 700
143 967
66 837
129 258
55 464
28 773
7 618 496
hiå 2006
1 661 067
1 013 226
904 034
858 210
767 497
756 196
285 296
335 075
277 670
219 462
194 999
154 005
103 291
126 290
68 774
35 429
7 905 495
hiå 2007
1 689 885
1 000 405
986 916
896 359
871 534
754 690
289 869
330 709
313 547
227 534
246 319
154 269
130 362
115 340
70 694
40 609
8 273 481
hiå 2008
hiå 2009
1 680
994
1 014
929
844
655
287
305
258
194
271
151
154
107
45
41
8 099
1 586
945
912
892
825
523
298
264
222
211
202
142
141
98
51
25
7 481
122
172
927
692
118
500
202
137
370
256
199
390
612
304
859
978
790
276
432
753
292
235
118
168
310
076
699
827
279
144
593
779
317
999
Prosentendringer
08/09
-6
-5
-10
-4
-2
-20
4
-13
-14
9
-25
-6
-9
-8
13
-40
-8
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
Markedsand
el av
utenlandske
gjestedøgn
21,2 %
12,6 %
12,2 %
11,9 %
11,0 %
7,0 %
4,0 %
3,5 %
3,0 %
2,8 %
2,7 %
1,9 %
1,9 %
1,3 %
0,7 %
0,3 %
100 %
15
2009: Andel gjestedøgn for ulike overnattingsformer
Marked
Tyskland
Danmark
Sverige
Europa ellers
Nederland
Storbritannia
Frankrike
USA
Polen
Spania
Italia
Russland
Asia ellers
Japan
Kina
Sør-Korea
Hotell
hiå 2009
Endring
08/09
664
512
568
512
291
445
209
250
111
181
157
111
132
95
41
23
459
279
062
084
484
286
560
686
350
531
245
524
018
316
562
113
Utenlandske
gjestedøgn*
4 426 610
Marked
Hotell
-9
-5
-2
-13
-6
-21
4
-14
-20
-15
13
-13
-6
-8
-5
-39
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
-10 %
Camping
Tyskland
Europa ellers
Danmark
Sverige
Nederland
Storbritannia
USA
Frankrike
Polen
Spania
Italia
Russland
Asia ellers
Japan
Kina
Sør-Korea
43
58
55
65
36
87
96
73
57
86
77
80
96
98
83
95
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
Utenlandske
gjestedøgn*
60 %
Hyttegrend
hiå 2009
Endring
08/09
Camping
hiå 2009
Endring
08/09
46
35
16
25
55
8
3
24
34
13
21
13
4
1
17
4
711
152
218
308
447
43
70
6
67
27
42
18
5
666
995
388
173
828
288
682
605
207
619
917
307
216
741
8 513
975
2 141 350
-4
-14
-8
-8
-1
-29
0
-7
-30
-12
-5
18
7
-27
785
-51
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
-7 %
184
271
86
61
80
24
8
2
17
3
3
9
689
293
034
333
183
546
413
564
200
158
965
937
618
1 082
184
125
757 805
2,0
3,1
-3,7
10,2
3,1
22,6
22,8
-28,6
-30,3
23,4
-0,6
11,2
-67,4
54,4
104,4
-40,8
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
2,0 %
Hyttegrend
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
29 %
12
7
29
10
10
5
1
3
9
1
2
7
0
1
0
1
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
%
10 %
Lavest andel
Høyest andel
16
2009: Gjestedøgn fra prioriterte utenlandske marked per region:
Marked
Østlandet
hiå 2009
Endring
08/09
Fjord Norge
hiå 2009
Endring
08/09
Sørlandet
hiå 2009 Endring
08/09
Trøndelag
hiå 2009 Endring
08/09
Nord-Norge
hiå 2009 Endring
08/09
Tyskland
461 930
-4 %
602 655
-5 %
161 501
-9 %
109 796
-5 % 224 932
-7 %
Danmark
592 965
-1 %
103 235
-8 %
153 526
-13 %
36 474
-3 %
50 367
-7 %
Sverige
535 216
-1 %
135 026
-7 %
38 105
-15 %
70 842
-5 %
93 295
-6 %
Nederland
313 067
2%
304 790
-1 %
91 438
-13 %
46 803
-3 %
63 397
-12 %
Storbritannia
236 794
-12 %
198 485
-29 %
19 454
-35 %
19 900
-15 %
38 487
-9 %
Frankrike
132 879
12 %
90 964
3%
8 325
-21 %
11 615
-20 %
44 872
-5 %
USA
142 879
-3 %
88 071
-24 %
7 271
-27 %
8 890
-19 %
12 744
-23 %
Polen
48 774
-23 %
109 799
-19 %
9 466
-58 %
10 093
-31 %
17 625
-27 %
Spania
76 363
-4 %
101 337
-20 %
2 535
-12 %
5 508
-31 %
26 565
-14 %
Italia
89 457
19 %
63 970
8%
3 802
-24 %
8 086
-9 %
38 812
-3 %
Russland
71 731
-5 %
48 124
-12 %
1 566
-36 %
5 638
-11 %
12 709
1%
Japan
30 953
-10 %
58 391
-8 %
328
-36 %
1 269
0%
6 198
3%
Kina
26 696
-9 %
12 810
-5 %
972
52 %
915
156 %
8 866
849 %
Sør-Korea
14 147
-42 %
9 512
-34 %
190
-78 %
176
41 %
188
25 %
-4 % 2 285 214
-10 %
545 321
-17 %
403 267
-7 % 813 262
-7 %
Utenlandske
gjestedøgn
3 278 701
17
3) Project reports
a) Press
Media in Italy:
• 150 daily newspapers, where 14 are considered the most important on a national level
• 500 TV channels, 11 of which has a national coverage
• 137 satellite channels
• 18 national radio channels
• Over 1.000 local radio channels
• 2.700 magazines, 700 technical publications, and 29 of these go under the category
“travel, tourism and spare time”.
Innovasjon Norge Italia has more than 16.100 press contacts.
2009: 436 articles about Norway have been published, and the value for the advertisement is
NOK 66.000.000.
The value of TV and radio programs is not included. The value of the articles can be up to 3
times higher than the value of the advertisement, and that is why all the articles in the Italian
press are an important addition to the official Norway profile.
Other press activities organized during 2009:
•
•
•
•
Press conference the 19.02.09 on BIT 100 press contacts. Collaboration with DK, F and
S.
Press workshop in collaboration with ADUTEI 15.06.09 for about 30 journalists and
photographers.
Press dinner in collaboration with ADUTEI 15.06.09 for about 150 journalists and
photographers.
Christmas Aperitiv in collaboration with ADUTEI, NEOS and GIST 15.12.09 for about
200 ournalists and photographers.
From January – December 2009 Innovasjon Norge Italy has organized / coordinated 50 tours
for 149 journalists /photographers/cultural representatives/winners. 1 group trip for NSEC to
Lofoten for 12 people, and 1 to Bergen for 7 pax. 1 trip for NIKON; 4 pax to Finnmark. Pictures
to be used in Nikon’s winter campaign 2009/2010.
In addition to the press trips we have organized competitions with the following tours:
8 tours as a prize for 20 pax from different advertising contests in cooperation with the
following companies: Shopping centre, EUROMA2 (trip to Finnmark), NSEC (2 trips to the
Lofoten, 1 to Bergen), tour operator Arctic Team Seiviaggi and car magazine, Quattro Route
(car magazine) to Finnmark, NIKON / Babylon Film (trip to Oslo), NSEC - chef competition to
Oslo and Stavanger, and Duracell / NIKON to Lofoten, Oslo and Bergen.
1. Presstrip to Narvik. Renato Da Pozzo and Martino Frova 27.01-09.02.09.
2. Culturecontact/music. Ragnarock-festival Marco Germinario to Oslo 20-22.02.09. In
collaboration with the Emassy in Rome.
3. Winnetrtrip to Bergen/”Segni d’Infanzia” for Italian family 4 pax 21.-24.02.09, in
collaboration with EFF.
4. Winnertrip/Euroma to Finnmark for 2 pax 05.-08.03.09.
5. Presstrip-Tv-team Tg3; Tindara Cancetta and Stefano Cangemi to Oslo 09.-14.03.09 in
collaboration with the Embassy in Rome.
6. Grouptrip press for 12 pax to Røst 15.-19.03.09 in collaboration with EFF.
7. Winnertrip to Finnmark/Quattroroute for 2 pax 18.-23.03.09 in collaboration with TO
Arctic Team Seiviaggi.
18
8. Presstrip to Finnmark/Reindeer congress Kautokeino for Fabio Pasini and Giacomo Fano
29.03-05.04.09.
9. Presstrip to Finnmark for NIKON 4 pax 31.03-06.04.09.
10. Presstrip to Finnmark for monthley ski magazine, “Sci di Fondo”, journalist Emilio
Bianchi 03.-15.04.09.
11. Winnertrip “Norwegian Happy Hour 2008” to Lofoten 2 pax 24.-27.04.09. in
collaboration with EFF.
12. Winnertrip “Norwegian Happy Hour 2008” to Lofoten 2 pax 08.-12.04.09. in
collaboration with EFF.
13. Presstrip for daily newspaper, La Repubblica, jornalist, Pietro Del Re to Oslo, Tromsø,
and Finnmark 13.-19.04.09. in collaboration with the Embassy in Rome.
14. Presstrip to Norway (Lillehammer, Fagernes, Eidfjord,, Haugesund, Staavanger,
Egersund, Kristiansand, Risør, Oslo) for journalist Massimo Cufino 17.04-02.05.09. He
will make a guide for editor www.polaris-ed.it.
15. Presstrip to Spiterstulen, Stryn, Åndalsnes. Franco Gionco x 10 17.-26.04.09.
16. Presstrip to Namsos, Sandnessjøen, Mo i Rana, Glomfjord, Bodø. Franco Gionco and
Laura Seber 27.04.-02.05.09.
17. Pressgroup from Ski Paganello/ Franco Gionco x 23 pax to Bodø, Lofoten and Harstad
03.-10.05.09.
18. Winnertrip to Oslo and Stavanger for two chefs 18.-28.05.09 in collaboration with EFF.
19. Presstrip to Bergen for photographer Susy Mezzanotte 20.-26.05.09
20. Winnertrip “Babylon/NIKON” to Oslo for 2 pax 21.-24.05.09.
21. Presstrip for www.cooperazione.ch to Stavanger and Bergen 30.05-01.06.09. in
collaboration with TO Giver Viaggi e Crociere.
22. Pressgrouptrip to Bergen for 7 pax 14.-17.06.09. In collaboration with EFF.
23. Presstrip to Nordland for Alessandro Midlarz x 2. 15.-22.06.09.
24. Presstrip to Oslo, journalist from TV-channel, Rai News 24, Silvia Vergato x 2. 16.20.06.09.
25. Presstrip to Tromsø, Finnmark and Oslo for TV-channel, Rete 4. 5 pax. 19.-25.06.09. In
collaboration with TO Giver e Crociere Viaggi.
26. Presstrip to Oslo, Southern Norway, Fjord Norway. Photograhper Walter Lonardi x 2.
25.06-08.07.09.
27. Presstrip with Hurtigruten for TV-channel, SKY. 4 pax. 06.-16.07.09.
28. Presstrip for Luca Vitali to Molde Jazz Festival. 16.-19.07.09. In collaboration with the
Emassy in Rome.
29. Culture contact, Flavio Severini from, Auditorio di Roma tp Molde Jazz Festival. 13.16.07.09. In collaboration with the Emassy in Rome.
30. Presstrip for daily newspaper, Il Giorno, Silvio Danese x 2 to Norway. 16.-26.07.09.
31. Presstrip for monthly magazines; PleinAir, and Rivista della Montagna for Natalino
Russo x 2 to Nordland. 22.-30.07.09.
32. Presstrip to Norway for journalist, Piergiorgio Pescali and photographer, Andrea Lorusso
from National Geographic. 17.-26.07.09.
33. Presstrip to Svalbard for monthely science magazine, Focus, 2 pax. 27.-31.07.09.
34. Presstrip for freelance photoreporter, Massimo Cufino, to Norway 05.-28.08.09.
35. Presstrip for online tourist magazine, www.ilreporter.com, for journalist Andrea Lessona
x 2 to the Fjords. 02.-07.08.09.
36. Presstrip for TV-channel, RAI, with programme “GEO GEO”, to Norway for 3 pax. 11.27.08.09.
37. Presstrip to Svalbard for Mediacom Italy (www.mediacomitaly.net), 2 pax 25.-31.07.09.
38. Presstrip to Oslo and the Fjords for online newspaper; Dentro Milano, Più Salute, Il
Merino for 2 pax. 22.-29.08.09.
39. Presstrip to Norway, for monthly motorbike magazine, “Motociclismo”. 4 pax. 16.26.07.09.
40. Presstrip for monthly tourist magazine, “Bell’Europa”, and photograher Susy
Mezzanotte. Trip with Hurtigruten, several stop during the trip. 14.-30.08.09.
41. Group trip to Lofoten for 4 journalists. Tipicità from the region Marche. 19.-25.08.09.
42. Presstrip for 2 pax to Lofoten, Roberto Meazza x 2. 10.-16.08.09.
19
43. Presstrip for the trekking magazines, ALP and La Rivista della Montagna, for photo
reporter Franco Micheli, and jopurnalist Giovanna Davini. Fjords. 04.-12.09.09.
44. Winnertrip for DURACELL and NIKON 4 pax to Lofoten, Oslo and Bergen. 08.-13.09.09.
45. Presstrip to Narvik for Renato Da Pozzo and Martino Frova. 17.-25.09.09.
46. Presstrip for journalist and writer, Marco Dotti to Hamsunsrike, and Oslo. 30.09.05.10.09. Trip in collaboration with the Emassy in Rome.
47. Presstrip for monthly magazine, ELLE, 2 pax to Lofoten. 14.-17.10.09. Trip in
collaboration with the EFF.
48. Presstrip to Bergen for TV-channel RAI, programme, AGRITRE. 2 pax. 04.-07.11.09.
Trip in collaboration with the EFF.
49. Presstrip to Kristiansand, Finnmark, Lofoten and Oslo for TV-channel SKY. 2 pax 05.13.12.09.
50. Grouptrip to Lofoten for 4 pax 10.-13.12.09.
Innovation Norway Italy is very happy about the results of the press trips and of all the press
releases sent out. We can see that the journalists travelling to Norway are very loyal, and
everyone that has been in Norway does publish an article or prepare a TV program. When it
comes to press releases and newsletters, we have had a nice feedback from editors and travel
market, asking for more information on the subjects they’ve read about.
20
b) Bransjebearbeidelse
The following activities towards the trade TO and ADV, agents:
Seminars with Italian TO :
Innovasjon Norge Italy took part to the following Giver seminars:
Genoa 3rd of March, Turin 4th of March, Milan 5th of March, Venice 16th of March, Bologna 17th
of March, Florence 18th of March, Rome 19th of March, Palermo 20th of March, Bari 1st of April,
Naple 2nd of April.
WS ADUTEI (Associazione dei Delegati Ufficiali del Turismo Estero in Italia = Tourist Board
association in Italy)
22.01.09 WS MICE ADUTEI. It was organized a MICE WS in Milan in collaboration with 23 nations on
22.01.09. 69 companies from the MICE sector attended.
30.03.09 WS CRAL ADUTEI in Rome: Innovasjon Norge Italy participated on the WAS CRAL in
cooperation with 20 nations. The WS was visited by from 50 different companies.
Studytrips
•
•
Studytrip for TO to Finnmark, 18.-22.03.09, in collaboration with SAS Milano and
Finnmark Reiseliv.
Studytrip to the Fjords 26.-31.05.09 for 5 TO in collaboration with Fjord Norway.
Newsletter to consumers
Realization and distribution of the newsletter to consumers (06.03.09)
Newsletter 1/2009
Realization and distribution of the newsletter nr. 1/2009 (10.06.09) to press contacts and
business contacts. Only eletronic version.
Newsletter 2/2009
Distributed the 16.07.09 to more than 30.000 contacts. Only electronic version.
Newsletter 3/2009
Will be distributed the 12.10.09 to more than 30.000 contacts.
The issue was realized in collaboration with the trade magazine TTG. Circulation: 12.000.
21
c) NTW – Svolvær 26.-30.04.09
The following IT Tour Operators attended the workshop:
•
•
•
•
•
•
•
•
•
•
•
AGAMARE – NORDIC STAR T.O.
ARCTIC TEAM SEIVIAGGI (2 personer)
BOSCOLO TOURS
CHIARIVA BY VIVAMONDO
DS&TRAVEL CONSULTING
EXODUS TOUR OPERATOR
FOUR SEASONS BY GAIA900
GIVER VIAGGI E CROCIERE
IL DIAMANTE – QUALITY GROUP
ISLAND TOURS
MAPPA STELLARE
22
d) Scandinavian WS in Rimini 15.10.09
This year workshop will be arranged the 15th of October 2009 at Le Meridien Hotel in Rimini.
500 tour operators and more than 400 MICE companies are invited to the workshop.
Norwegian participants:
1. Bergen Tourist Board
2. Finnmark Tourist Board
3. First Hotels
4. Fjord Norway
5. Fløibanen Funicular
6. Flåmsbana/Fretheim Hotel/VisitFlåm
7. Geiranger Fjordservice
8. Norwegian Air Shuttle
9. Nyvågar Rorbuhotell
10. Rica Hotels
11. Robinson Scandinavia
12. Spitsbergen Travel
13. Terra Nova Scandinavia
14. Thon Hotels
15. Troms Reiseliv
16. Tumlare Corporation
17. Vesterålen Hotel & Kongressenter
18. Vision of Scandinavia
19. Visit Trondheim
20. Visitors Centre Hadeland Glassverk
21. VisitOSLO
22. Whalesafari
23. Widerøe Airline
The next Scandinavian Workshop will take place in Milan on October the 14th 2010.
23
e) Distribution of the main catalogue Norvegia 2009
Official catalogue: Norvegia 2009 circulation 80.000.
The catalogue is distribuited to tour operators and travel agencies, trade and public fairs, Giver
seminars, Seminars/events, thorough Embassy, consulates, Associations and councils, press,
on public request from visitnorway.it, public/trade from our office, commercial partners and
various.
24
f) Public- and Trade Fairs
BIT 2009: Public fair BIT Borsa Internazionale del Turismo Milano 19-22.02.09
BIT was organized for the third time in the new international exhibition center, Fiera Milano
Rho-Pero in the period 19-22.02.09. Norway took part in the Nordic stand together with
Denmark, Finland, Iceland, and Sweden with a stand of 125 m2. Ikea took care of decoration
and furniture.
Press meeting with Scandinavian food and drink for about 150 journalists / photographers.
BIT - Borsa Internazionale del Turismo, is Italy's most important international trade and
consumer fair, where the first three days are reserved for tourist trade and 2 days also for
public. 153,800 visitors (101,000 trade, and 52,800 consumers). 5000 exhibitors from 140
different nations.
European fairs in figure:
Total aerea
Year
2003
BIT
Milano
Itb
Berlino
Total Exhibitors
Fitur
Madrid
WTM
Londra
BIT
Milano
Itb
Berlino
Fitur
Madrid
Totali Visitors
WTM
Londra
BIT
Milano
Itb
Berlino
Fitur Madrid WTM
Londra
80 559
77 296 34 121
5 000 10 662
2 329
613
129 000
129 947
131 098 41 376
2004
140.000
lordi
n.d.
82 897
79 943 33 453
n.d. 10 003
2 185
601
136 000
136 844
142 140 41 886
2005
56 000
83 727
84 950 41 148
5 000
6 723
2 070
622
146 000
139 024
153 801 43 763
2006
56 500
87 154
88 337 42 305
5 000
7 053
2 402
545
150 000
161 401
199 495 45 459
2007
60 000
88 402
90 690 42 945
5 000
7 171
2 390
553
150 000
155 562
200 059 48 111
2008
60 000
92 383
100 499 43 131
5 000
7 587
2 763
614
155 000
177 891
255 817 49 963
2009
57 000
160 000
5 000 11 092
2 314
153 800
178 971
221 000
83 750
BIT 2010 will take place in Milan the 18-21 February!
25
BMT – Borsa Mediteranea del Turismo Naples 03.-05.04.09
The 13th edition of BMT which was held in Naples the 3rd -5th of April 2009 is considered as the
most important trade fair in Centre-South Italy. The three days are dedicated to travel
agencies and tour operators and only the last day the fair is open to end consumers (by
invitation only). The fair gives exhibitors the opportunity to present their new summer
programmes/catalogues and to promote coming season.
BMT
Total number of
exhibitors
Exhibition area
Total number of
participants
Visitors at our
stand
2005
2006
2007
2008
2009
540
600
655
665
687
16.000
sm.
14.500 +
2.700
(public)
305
18.000 sm.
21.000
20.000
21.000
16.000
17.000
(+10.3%)+
2.800 (public)
318 (+4%)
232
17.000
19.800
(+15%)
200
BMT 2010 will take place March 26-28.
Outdoor – Riva del Garda
Innovasjon Norge attended for the first time this outdoor exhibition in collaboration with
Innovative Fjord Tourism.
The fair was organized in Riva del Garda in the period 22.-24.05.09. Generally OK fair, but few
visits from consumers. Press conference in collaboration with journalist and climber, Fabio
Pasini and Marco Bertolini during the fair.
New brochure: “Trekking & Escursioni in Norvegia!” online
26
TTG Incontri 2009 will take place October 16-18 in Rimini
TTG Incontri is the most important b2b international trade fair in the tourism sector in
Italy. It takes place every year at Rimini Fiera: it will be held for the 46th time in 2009.
The three-day event is used to present the main new features of tourism operators to the
market: 34.659 visitors were present in 2008 with more than one thousand direct exhibitors
and a total of 2.400 companies represented from 100 countries.
The fair gives exhibitors the opportunity to present their new winter programmes/catalogues
and to promote next winter/spring season. Moreover, the exhibitors have the possibility to
contact visitors coming from every region of northern and central Italy that is to say a
potential of ca. 60% of Italian travel agencies. Rimini is an easy choice if we think to the need
for exhibitors to have a modern area, easier to reach, with more facilities. The location is very
easy to reach by car also from Rome, Florence and the Central part of Italy and many visitors
come also from Centre-South Italy.
2005
2006
2007
2008
2009
Total number of
exhibitors
2.200
2.300
2.300
2.400
2.400
Exhibition area
45.210
55.720
60.000
60.000
60.000
Total number of
participants
28.500
29.800
31.807
34.659
35.352 (+2%)
TTG Incontri visitors are travel agents and tourism professionals coming from the whole Italy and
overseas, visiting the fair to learn the new products and marketing strategies.
TTG 2010 will take place October 22-24.
27
g) VisitNorway.it 2009
a) Visit & unique users and top 10 pages/top 10 most artcles on visitnorway.it.
Visit 311.627, visitors 254.749, unique users 229.206. 45% returning visitors, 55% new
visitors.
Mest direkte besøk direkte til www.visitnorway.it. Deretter ”la Norvegia in breve” (faktasider),
”Arrivare e muoversi” (hvordan ankomme til Norge), ”dove dormire” (overnatting),”in crociere
col battelleo postale” (Hurtigruten), nordlys, Lofoten, Arctico, Fjord, Oslo.
b) Exit klikk. Home page.
c)
1)
2)
3)
Most important sources for traffic on visitnorway in the market (who generate most traffic).
Google.it,
visitnorway.com, direct to visitnorway.it
amb-norvegia.it
d) Number of clicks from the search word campaign on Google and top 10 search words:
1) Google.it (179.015),
2) Google.com (17.595)
Top search words:
Norvegia, aurora boreale, Oslo Norvegia, fiordi norvegesi,
visitnorway.it, Bergen, sole di mezzanotte, hurtigruten.
visitnorway,
Capo
Nord,
28
Trafikk på VisitNorway sin italienske lokalside 2005-2009
Antall besøk på VisitNorway
60 000
50 000
40 000
30 000
20 000
10 000
2007
Ju
l
Au i
gu
Se
st
pt
em
be
r
O
kt
ob
er
No
ve
m
be
De
r
se
m
be
r
Ju
ni
ai
M
Ap
ril
Ja
nu
a
Fe r
br
ua
r
M
ar
s
-
2008
2009
Antall sidevisninger på VisitNorway
300 000
250 000
200 000
150 000
100 000
50 000
2007
Hittil i år
2007
273 081
Ju
l
Au i
gu
Se
st
pt
em
be
r
O
kt
ob
er
No
ve
m
be
De
r
se
m
be
r
Ju
ni
ai
M
Ap
ril
Ja
nu
a
Fe r
br
ua
r
M
ar
s
-
2008
Besøk
2008
2009
283 050
312 127
Endring %
10
2009
2007
1 490 625
Sidevisninger
2008
2009 Endring %
1 379 604
1 645 062
19
29
h) Shortbreak project 2009
•
•
•
•
•
•
•
Giver Viaggi e Crociere – Football Stadium. Banner.
Giver Viaggi e Crociere – Magazines, newspapers etc.
SAS Milan - Station Domination at the DUOMO station in Milan.
Giver Viaggi e Crociere/Hurtigruten – Insert ”I Viaggi di Repubblica” with newspaper La
Repubblica 07.05.09.
Fjord Norway/Bergen - I Viaggi del Sole, monthly magazine from the company, Il Sole
24 Ore.
Norwegian billboards in Rome in May/June.
NIKON campaign: billboards April – June 2009.
Project Short break Giver - IN
Football Stadium Genoa. Banner on maxi monitor, during the matches.
Dates: 07.03 (Genoa-Inter), 22.03 (Genoa-Udinese), 11.04 (Genoa-Juventus), 19.04 (GenoaLazio), 03.05 (Genoa-Sampdoria), 17.05 (Genoa-Chievo), 31.05 (Genoa-Lecce).
Estimated audience (SKY TV): 3.629.067
Estimated number of persons at the stadium: 26.000 x 7 matches = 182.000
30
Project Short break SAS – IN 15.04-10.05.09
181.962 people pass DUOMO station in Milan every day!
The fair, Il Salone del Mobile 2009, in the period 22.-27.04.09 increased the number of
passing people!
•
•
•
•
•
•
•
•
•
•
•
•
•
1 adhesive billboard 800x198
6 posters 106x189
3 posters 148X160
1 two sided metal structure 100x140 cm
Floorgraphic 20 mq
1 banner 240x270
3 posters Rotor 118,5x175
5 billboards 300x140
1 adhesive billboard 1170x132
1 banner 250x2504
1 poster 228x200 on the escalators
1.200 small billboards in all underground trains an trams
800 brochures “Norvegia 2009” distributed to the passengers
31
32
33
Short break NIKON continue also for 2009 - Campaign period: April – June 2009
Activities in the campaign:
• Advertising in the Warner Villa Cinema Italia in the following cities: Bari, Cagliari,
Firenze, Milano, Roma, Pescara, Parma, Torino, Verona, Vicenza, Catania, Lamezia
Terme, Perugia and Venice.
• 600 POSTERS 100x140 in the following cities: Varese, Novara, Alessandria, Bologna,
Ferrara, Firenze, Piacenza, Parma, Milano.
Milan:
• Advertisement on the metro stations in Milan 27.04-15.05.09.
Rome:
• Advertisement on 4 maxi Open-buses in Rome 05.-30.-31.05.09.
34
Ex. Metro Milan
35
Ex. Buses Rome 05.-30.-31.05.09
36
Short break NIKON Winter 2009/2010 - December 2009– January 2010
Activities in the campaign:
• 300 POSTERS 200x200 in the following cities: Milan and Rome.
37
38
Project Short break Giver/Hurtigruten-IN
•
•
•
•
•
•
Insert with the weekly Italian magazine, I Viaggi di Repubblica. Innovasjon Norge had
an advertising in the last page of the magazine, and the folder was information about
Hurtigruten.
Date of publishing: May 7th 2009.
Magazine: "I Viaggi di Repubblica", weekly insert to the national newspaper, La
Repubblica.
Circulation: 661.094.
Value for 1/1 page Euro 50.000.
Distribution of catalogues on request to respondents. Ca. 2.000 readers received
Norway official guide and Hurtigruten catalogue upon request.
39
Norwegian – Rome 27.05-10.06.09
•
•
•
Advertising on 100 buses in Rome in the period 27.05.- 10.06.09.
1.000 folders 17x25 in the buses.
Estimated visibility: persons that will be able to see the campaign: 17.116.872!
40
i) Co-marketing with Sant’Anna and TO Arctic Team Seiviaggi
Period: Autumn/Winter 2009-2010.
Co-marketing with Tour Operator Arctic Team Seiviaggi, the very famous bottle water brand,
Sant’Anna and Moviemax for the launch of the movie Planet 51 (in December)
Competition with a winnertrip to Lofoten and Vesterålen
Picture on top: labels on 61 million bottles during the campaign.
In addition flyers will be distributed in shopping centres/super markets.
41
j) Co-marketing with NSEC
HAPPY HOUR CAMPAIGN
From October 27th untill November 27th - for the fifth year - Norway and its seafood products
will be the protagonist in a selection of pubs with the "Norwegian Happy Hour" campaign: five
different pubs for a week will offer Norwegian dishes with stockfish and baccalà in an area
dedicated to Norway.
Hostesses and stewards will distribute information materials about Norway, its characteristics,
habits and seafood products.
The campaign launch will be organized at Noy where journalists and guests will have the
opportunity to taste finger food with stockfish and baccalà.
An area of the pub will be “dressed” with Norwegian materials.
The campaign aims to inform consumers about the Norwegian seafood products, in particular
stockfish and baccalà.
OBJECTIVES:
• recruit new generations of consumers between 30-40 years (they are “trendy”
products)
• propose new ways to cook baccalà and stockfish (they are light and easy to
prepare)
• they have a distinctive flavor
• inform about the Norwegian origin
List of bars and dates:
-from the 27th of October till the 30th: Noy, Milan.
-from the 5th of November till the 8th: Blustone, Naples.
-from the 10th of November till the 13th: Palo Alto, Milan.
-from the 20th of November till the 22th: Baessato, Padova.
-from the 24th of November till the 27th: Bar Milano, Milan.
Target:
-People aged especially between 30 an 40 years old
-People with medium-high level of education
The hostess and the steward will inform the consumers about the competition and distribute
some postcards. These ones will contain about 3 questions (on tourism and gastronomy).
Obviously, the consumers will have at their disposals our materials, brochures, etc. in order to
inquire themselves and answer correctly.
42
k) Reputation Building
Norwegian evening in Milan - Presentation of the new consul 25.11.2009
Norway appointed Mr. Carlo Clavarino as the new general consul in Milan summer 2009.
Mr. Carlo Clavarino is a business man with a huge network in Milan, (institutional level and
within industry).
In this occasion Innovation Norway in Milan, arranged in collaboration with the Norwegian
Consulate in Milan, the Norwegian Seafood Export Council and the Embassy in Rome a
reception with an exhibition in Milan on 25.11.2009.
The Ambassador, Einar Bull, presented Mr. Clavarino as the new General Consul in Milan, and
Innovasjon Norge profiled Norway; focusing on tourism, gastronomy and design.
Programme for the evening: Film about Norway, photo exhibition of 15 photos of Norway,
glass art from Hadeland, haute couture design from Nina Skarra, furniture design from Stokke,
Håg, and Varier.
With the event we wanted to exploit the news value and prestige of the appointment of a new
consul has in a country like Italy to present Norway above contacts at a high level that it
otherwise is not so easy to get in touch with.
The reception took place in the prestigious surroundings of the former church of San Paolo
Converso in the center of Milan, which today is managed by the Foundation Metropolitan. The
church is divided in 2 large halls, one for the church and one for the monastery. Both
chambers were used during the event. Registration and welcome drink in the first part,
speeches and dining in the rear section.
A total of 180 people came to the reception. These included among others representatives of
the municipality, industry associations and businesses in priority sectors by IN Milan, tour
operators, press, Norwegian subsidiaries and representatives of the consular corps.
At the end the guests received a Visit Norway-bag that contained a book of Norway; Norway
catalog 2009, and a flyer in Italian with information on Innovation Norway, which we had
43
made for the occasion. Wallpaper-edition with special article about the Norwegian design was
exhibited at the entrance and was distributed to interested parties.
Foto 1: Hovedinngang San Paolo Converso
Foto 2: Utstilling fra inngangsparti der registrering og velkomstdrink fant sted.
Foto 3: Utstilling bakre del av kirken, der taler og bespisning fant sted.
44
Foto 4: Utstilling bakre del av kirken
Foto 5: Utstilling bakre del av kirken
Foto 6: Fotoutstilling og talerstol
45
Foto 7: Buffet basert på norsk sjømat
Foto 8: En meget fornøyd IN Milano-gjeng
Foto 9: Ambassadør Einar Bull
Foto 10: Generalkonsul Carlo Clavarino
46
Foto 11-15: Detaljer kreasjoner av Nina Skarra
47
Foto 16-21: Detaljer møbeldesign fra Håg, Stokke og Varier
48
Foto 22-26: Detaljer glasskunst fra Hadeland Glassverk
49
Foto 27: Innovasjon Norge flyer på italiensk - forside
Foto 28: Innovasjon Norge flyer på italiensk – bakside
50
4) FACEBOOK
The users of Facebook in the world count almost like the entire population of the USA. Of
course, not everybody click from the morning to night, someone has made a profile and then
disappeared, but the phenomenon exists and continues to grow. In Italy there are about ca. 10
million "feisbuchisti".
Why is it so popular, and why do all this people navigate in social networks?
The answer the group of anti-facebook usually give is "wasting time" or, more maliciously,
"trying to tow." Is it really like this? According to the SWG from Trieste, who has just
conducted a research on the motivations and behavior of Italian users of social networks,
things are a bit more complex.
The research tells us that Facebook and other networks have actually gained an important role
in many ways: in cultivating relationships and in recovering lost contacts over time, but also to
inform and form an opinion in politics and cultural aspects, as well as in implementing their
work. In short, something more than just pastime.
The sample (1,326 subscribers including Facebook, My-Space, Linkedin, Badoo and Giovani.it)
shows first of all that we are dealing with people that navigate on the net for a long time. 96%
for at least the last five years, 28% from before 1997, and they are very often online (48% are
online “as often as they can").
A common rule is that if somebody join/subscrive a social network usually they use it: 44%
click its social account every day, the 26.4% "when ever possible," and only 7% less than once
a week.
But why attend Facebook and other similar sites? Surprise: "new friends" is a reason that
concerns only 33% of the respondents, and "flirting" - seeking new partners - is not consider
as a motivation (86%). 78% of the members limit access to personal information, and this
confirm that the contact with "strangers" is poor.
So what are the purposes of using social networks? For 88%, "stay in touch with friends and
acquaintances", people with whom they already had a friendly relationship before Facebook
became a real. They are chatting on Facebook during work, and they stay "together" in the
evening after dinner, exchange of opinions and jokes, but it is also used for example in a more
creatively way; group comments, discussion of events, with cultural or political art.
74% of the respondents considered "important" or "very important" that the social network
give them the opportunity to keep in touch with acquaintances or friends who otherwise they
51
would have seen very little. 76% of the members say they try to use "very often" or "now and
then" Facebook, and other network when "sharing information".
What does it mean? Who has many contacts on Facebook knows this very well: often the
members do not put only their personal little thoughts ("I am tired", "I do not want to work”,
etc.) but also newspaper articles and online blogs that they have found online. The result is
that if a person has "friends" with its own interests; open up the Facebook-page, and find a
sort of press coverage, a selection of articles and videos that adequate supplies "playlist" of
news. One very important thing is the ability to comment and discuss it with others.
This may explain why among the frequenters of social networks read printed newspapers
rarely (58% buy them less than once a week), and 32% watch the news on the TV less than
once a week.
58% click at least once a week, the online sites of newspapers, Repubblica.it, followed by
Corriere.it.
The social networkers also enjoy the blogs: 80% read them, 64.2% look for news at least once
a week, 21.6%, visit them every day.
These news, taken from official websites or from personal ones are information that circulate
on Facebook, and other networks.
The research tells us also that 28% of the networkers use "now and then" or "much" the
networks to promote themselves or their work, and 18% "for doing business." These figures
are lower than the U.S., where there is endless literature on ways how to increase the business
with social network.
The network of contacts created on Facebook or similar networks may be valuable in job
relation, even if it was not originally created for this purpose. Anyway 18% of the respondents
say that social networks have helped them to "strengthen the working relationship”. And 63%
of them are "positive" to the fact that companies have begun to enter the world of social
network.
------------------------------------------------------------------------------------------------
Eturbo News Jan 27 2010
Social media not much influence in travel planning
The usage of social media has undergone explosive growth in recent months driven by what
appears to be an almost insatiable desire to stay connected. But how have these new forms of
media influenced consumer choice when it comes to evaluating and purchasing travel services?
The results of the most recent travelhorizons survey reveal some intriguing insights.
According to the nationally representative survey of just over 2,200 US adults that was
conducted in October 2009, almost 6 out of 10 (59 percent) of active travelers have visited a
social networking site. Their most popular activities while on these sites include uploading
photos/videos (49 percent) and rating products or services (46 percent). Roughly one-quarter
have visited a chat room and/or posted content to a blog. Nearly half (46 percent) check new
postings to their site(s) at least once a day.
Facebook enjoys the highest incidence of visitation (almost half of active travelers have visited,
and fully one-third have posted a personal page), while roughly one-quarter of active travelers
have visited MySpace. Both percentages are up significantly from just one year ago. And when
it comes to searching social sites for content, the incidence of visiting YouTube eclipses that of
TripAdvisor by a wide margin.
But to what extent does the content found on these sites influence consumer choice when it
comes to the evaluation and selection of travel service suppliers? Right now, not much,
52
because site visitation for travel planning purposes remains quite low. By way of illustration,
only 1 in 10 Facebook users seeks advice about either destinations or travel service suppliers,
and just 1 in 20 has joined a community of users who share common travel interests:
-
11 percent ask advice about a destination
8 percent ask advice about a travel supplier
6 percent learn about travel deals
5 percent get updates on destinations and travel suppliers
5 percent have joined a community with like travel interests
That's today, however. How quickly this may change is a matter of considerable speculation
given the remarkable rate of penetration these sites have achieved in such a short period of
time. Yet, for now, consumers continue to seek and respond to information about travel
services and suppliers from more established offline and online media sources.
Source: www.pax.travel
53