Italy - Siyaha

Transcription

Italy - Siyaha

Tourism Market Profile
Italy
Google Maps © 2010
This profile was developed by the USAID/Jordan Tourism Development Project
in cooperation with Jordan Tourism Board
Italy
Table of Contents OVERVIEW --------------------------------------------------------------------------------------
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COUNTRY BRIEF
-------------------------------------------------------------------------Currency -------------------------------------------------------------------------------------Population -------------------------------------------------------------------------------------Ancestry & Migration
-------------------------------------------------------------Language & Religion
-------------------------------------------------------------Economic Trends -------------------------------------------------------------------------Consumer Confidence
--------------------------------------------------------------
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TRAVEL TRENDS OF THE ITALIAN MARKET-------------------------------------Outbound Trips
-------------------------------------------------------------------------International Travel Expenditure -------------------------------------------------Seasonality & Average Length of Stay -------------------------------------Italian Traveler Profile
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ITALY TRAVEL TRENDS TO JORDAN-------------------------------------------------Tourism Arrivals in Jordan from Italy
-------------------------------------Seasonality in Jordan
-------------------------------------------------------------Purpose of Trip & Market Penetration -------------------------------------Nature of Trip
-------------------------------------------------------------------------Accommodation -------------------------------------------------------------------------Spend in Jordan
-------------------------------------------------------------Sites Visited in Jordan
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ACCESS & TRANSPORT
-------------------------------------------------------------Airports
-------------------------------------------------------------------------------------Access
-------------------------------------------------------------------------------------Airline Routes to Jordan -------------------------------------------------------------Cruise Services to Jordan --------------------------------------------------------------
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ITALY TRAVEL PLANNING & BOOKING
-------------------------------------Travel Formalities -------------------------------------------------------------------------Travel Decisions & Bookings
-------------------------------------------------Tour Operators & Travel Agencies-------------------------------------------------Online Travel
--------------------------------------------------------------------------
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MEDIA
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IMAGE & PERCEPTIONS OF JORDAN
-------------------------------------Strengths & Weaknesses -------------------------------------------------------------Competition
--------------------------------------------------------------------------
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PROSPECTS --------------------------------------------------------------------------
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SOURCES
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Italy
LIST OF ABBREVIATIONS
LIST OF FIGURES & TABLES
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Italy
OVERVIEW
The Italian market is ranked as the world’s sixth largest market for
outbound travel by UNWTO in terms of international travel spend,
which amounted to US$27.8 billion in 2009. In actual trip volume, IPK
International ranks Italy fifth in Europe (after Germany, the UK, France
and the Netherlands), accounting for some 22 million trips in the same
year.
Italy’s poor economic performance and weak consumer confidence
continue to stifle demand for outbound travel. Current economic
forecasts indicate a very gradual improvement, although unemployment
will likely continue to rise modestly.
While the majority still spend their summer holidays in their home
country, a growing number of Italians take long holidays (usually during
the winter) and short breaks at other periods of the year outside Italy.
There is a small, but growing number of Italians looking to travel beyond
Europe and exploring destinations such as Morocco, Egypt and Turkey.
Jordan could also benefit strongly from this trend.
This new sense of adventure is not restricted to the young; experienced,
middle-aged travelers are also looking for more exotic destinations.
Research undertaken by various sources suggests that this segment is
increasingly seeking a highly interactive travel experience, one in which
travelers are active participants. Consequently, these travelers find
experiences with a spiritual or escapist element attractive.
Capturing 0.2% of the total Italian outbound market, arrivals to Jordan
from Italy have been rising steadily.
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Italy
COUNTRY BRIEF
Currency In its early years as the common European currency, the Euro suffered
a period of weakness against the US Dollar ($) and therefore against
the Jordanian Dinar (JO). However, it rose steadily from an average of
US$1=€1.12 in 2001 to US$1=€0.68 in 2008.
€ per US$
€ per JD
Avg. 2008
0.68
0.96
Avg. 2009
0.72
1.01
31 Dec 2009
0.70
0.98
1 Jul 2010
0.82
1.15
Table 1 - Euro (€) Exchange Rate 2008-2010
Source: International Monetary Fund (IMF); Economist Intelligence Unit (EIU)
Since the financial crisis of September/October 2008, the Euro has been
on a roller-coaster, falling sharply against the US Dollar in the last quarter
of 2008, largely recovering by the end of 2009, and dropping again in the
first half of 2010 in light of the Greek financial crisis.
Population According to the UN Population Division, in 2010 the population of Italy is
estimated at 60 million, with a 0.3% annual growth rate. The birth rate is
low, but the population is being sustained by immigration.
Italy also grapples with an aging population. By 2020, those over the
age of 65 will increase dramatically. According to a study conducted by
the bank BNP Paribas, of all industrialized nations, Italy will be the most
affected by aging, with pension spending projected to reach 16% of GDP
by 2030.
The population can be broken down as follows:
0-24 years: 24.0%
25-59 years: 49.4%
Over 60 years: 26.6%
Table 2 - Age Distribution in Italy
Source: UN Population Division
Ancestry & The UN Population Division says that in 2009 there were 3.9 million
Migration foreigners registered with the authorities in Italy (plus an unknown
number of illegal immigrants). In the past, most came from Albania and
North Africa. In recent years, many have come from Eastern Europe
(including 0.8 million registered Romanians) and Asia.
There are large numbers of people of Italian descent around the world.
At least 10 million emigrated during the economic crises between 1870
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Italy
and 1920. Many settled in Brazil, Argentina, the US, Canada and Australia.
Smaller numbers went to other countries in Europe (including the UK,
Germany, France, Malta, the Netherlands and Sweden), Latin America
and elsewhere. Most of those who settled in Italian colonies in Africa
were eventually expelled.
Language & The national language is ‘Standard Italian’, but there are numerous
Religion dialects and regional languages, many of them fading in importance.
Franco-Provencal and French are spoken in the Valle d’Aosta, German in
Bolzano-Bosen and Slovene in Trieste, Gorizia and parts of Venezia.
Italy is strongly Catholic, although only one-third attend church. Other
religions include:
Figure 1 - Division of Religions in Italy
Source: UN Population Division
Economic Trends The problems facing Italy are long term and structural rather than related
to the world economic crisis in 2008-09. They include:
•Large public sector debt (well over 100% of GDP)
•Institutional weaknesses (particularly in the south)
•Competitive difficulties facing the clusters of specialist industries in
the Po Valley
Nevertheless, the economy did suffer in the second half of 2008 and the
first half of 2009, according to reports by a number of different sources
including the Organization for Economic Cooperation and Development
(OECD), the EIU and IMF.
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Italy
GDP (US$ billion)
Real GDP Growth (%)
Inflation
f: forecast
e: estimate
2007
2,119
1.5
2.0
2008
2,307
-1.3
3.5
2009e
2,118
-5.0
0.8
2010f
2,121
0.8
1.4
2011f
2,159
1.2
1.7
Table 3 - Key Economic Indicators 2007-2011f
Source: IMF; Economic Intelligence Unit
In light of the state of public finances and with no pressure from stricken
banks, the Italian Government did not resort to massive fiscal support
in 2009. Without such programs for 2010, the recovery in 2010 can be
regarded as relatively safe. Although there have been fears (in view of the
high level of public sector debt) of possible contagion from the Greek crisis,
this does not seem likely. The forecasts nevertheless project a very gradual
improvement, with a continued (but modest) rise in unemployment.
Consumer Consumer confidence in Italy has followed the pattern common in most
Confidence of the Euro zone, in August 2009 (at 106.5), ISAE’s overall index fell to its
lowest level since April 2006 but recovered to 113.7 in December 2009.
The market became hesitant again in the first half of 2010 and dropped by
the middle of the year.
f: forecast
Figure 2 - Consumer Confidence Rates Indicators
Source: IMF
Tellingly, ratings for household situations and employment are lower than
those for the economy, and retail trade reports indicate that propensity
to spend in Italy is weak.
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Italy
TRAVEL TRENDS OF THE ITALIAN MARKET
Outbound Trips Euromonitor estimated that in 2007, 46% of the Italian population aged 15
and over made a trip abroad.
Tourism Decision Metrics estimates that Italy generated 26.9 million
arrivals worldwide in 2009, 4.9% fewer than in 2008.
In 2010 according to the survey carried out by the National Tourism
Observatory 30 million Italians went on holiday in summer 2010 (+ 16%
over 2009). Of these, 72% spent their holiday in Italy and 28% abroad.
Total Arrivals
(‘000)
% Annual Change
2005
24,426
2006
26,374
2007
27,260
0.8
8.0
3.4
2008
2009
2010
28,262 26,872 28,000
3.7
-4.9
3.7
Table 4 – Italy Outbound Travelers in Millions (2005 - 2010)
Source: World Tourism Organization (UNWTO); Tourism Decision Metrics, Tourism /
Oxford Economics
The market was mildly affected by the global economic downturn in 200809. A survey of travel agencies by Tourism Australia found that the youth,
honeymoon and luxury segments continued to perform well.
Europe attracts the bulk of Italian outbound travelers (roughly 90%).
Asian and Middle East countries have made the greatest gains over the
last few years in terms of market share, with China accounting for much
of the growth.
Non-EU European countries on the other hand have seen a drop in Italian
visitors, with the notable exception of Turkey.
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Italy
Measure
France
TF
Spain
TF
UK
VF
Germany
TCE
Croatia
TCE
Greece
TF
Egypt
VF
Austria
TCE
USA
TF
Switzerland
THS
Tunisia
TF
Turkey
TF
Portugal
TCE
Brazil
TF
Ireland
TF
2005
7,234
2,957
1,186
1,291
1,253
1,129
823
1,102
546
461
473
282
315
304
190
2006
7,584
3,379
1,477
1,358
1,235
1,188
786
1,106
532
499
464
315
394
288
248
2007
8,140
2,623
1,615
1,440
1,249
1,252
983
1,058
634
542
444
398
402
269
265
2008
8,177
3,333
1,639
1,422
1,168
1,100
1,073
1,033
779
553
445
440
380
266
232
2009
na
3,179
1,221
na
1,200
na
na
1,056
753
547
na
na
na
na
276
Table 5 - Top 15 Leading Overseas Destinations 2005-2009 (Millions)
Source: UNWTO
VF: Visitors at frontiers
TF = Tourists at frontiers
TCE = Tourists at all forms of commercial accommodation
THS = Tourists at hotels and similar
Egypt is undoubtedly Jordan’s main competitor. Egypt currently
ranks 6th in terms of number of arrivals from Italy, and 5th in terms
of expenditure volume by Italians (Euromonitor). Despite a series of
terrorist attacks in the mid-2000s, coupled with travel warnings from
the Italian Government, Egypt has retained its appeal. Deals offered in
conjunction with the Egyptian Tourism Ministry have played a vital role
in preserving demand. Foreign tour operators were encouraged by the
tourism ministry’s promise to share the financial risk of chartering aircraft
they might not be able to fill. Some hotels even dropped the high-season
surcharges they normally impose in August, maintaining their July prices.
Egypt’s positioning as a value destination makes it an attractive choice for
Italians looking to trim their expenditure on travel, but who are unwilling
to compromise on quality.
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Italy
Competing destinations in the region include:
Figure 3 - Italian Arrivals in Competing Destinations (‘000), 2008
Source: UNWTO
According to Eurostat data, the Italian propensity to travel is at 40.3%,
which although is not the lowest in the whole of the EU, it is substantially
lower than that of northern Europe. For instance, the German propensity
to travel currently stands at around 92%, while those in the UK have a
whopping 110% propensity to travel.
This relatively lower propensity can be attributed to the fact that Italians
are more inclined to holiday at home. According to the National Institute
of Statistics (ISTAT), domestic trips comprise around 84% of all holidays
taken by Italians. Furthermore, the average Italian traveler, as outlined by
various market studies, tends to have little mastery of English compared to
his/her northern European counterparts. Therefore, traveling outside the
country is a more daunting task for Italians in general.
Euromonitor provided the following breakdown of holiday activities
(circa 2007):
Visiting Places of Interest
Visiting Cities
Nature / Landscape
Interacting with Local People
Enjoying Meals and Drinks
Visiting Museums
Relaxing
Enjoying Holiday
61%
59%
52%
43%
41%
38%
38%
38%
Table 6 - Breakdown of Holiday Activities by Italians
Source: Euromonitor International
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Italy
According to Euromonitor data, Italian outbound travel by segment in
2009 can be summarized as follows:
Figure 4 - Italy Outbound: Purpose of Travel
International Travel UNWTO ranks Italy as the world’s sixth largest market for tourism after
Expenditure Germany, the US, UK, China and France. Italy overtook Japan in 2007, but
was itself overtaken by China in 2008.
2005 2006 2007
Total (US$ billion)
22.4 23.1 27.3
Annual Change (%)* 9.0
2.2
8.4
Spend per Trip /
920 880 1,000
Arrival (US$)**
2008
30.8
4.9
1,090
2009e
27.8
-4.6
1,040
2010
N/A
N/A
1,550
Table 7 - Italian Expenditure on Travel
Source: UNWTO
* In local currency terms
** € 1.140 per head abroad according to the National Tourism Observatory
e: estimate
The growth in spending on travel abroad has been better than for trip
volume, but it has nevertheless been below earlier expectations.
Italy and Germany remained the highest spending outbound destinations
in 2009, each with around Euro 2 billion (Euromonitor).
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Italy
“Other Tourism
Expenditure” includes
travel agent services
“Entertainment”
includes attractions,
theatres, guided city
tours, etc.
“Food ” includes
restaurants
Figure 5 – Italy’s Outgoing Tourist Expenditure by Sector in Millions of Euros:
Value 2008/2009
According to the Ipsos-Europe Assistance Barometer, the average spending
per tourist in 2010 will be 2,083 Euros; an increase of 17 Euros compared
to 2009 (it was 2,235 Euros four years ago). The Italians, with a budget of
2,132 Euros (down by 72 Euros compared to 2009) are the fourth largest
spending market in Europe, ranking after Britain, Belgium and Austria.
Seasonality & Euromonitor estimated that in 2007-08, Italian residents aged 15 and over
Average Length of made 23.0 million trips abroad, involving 174.4 million nights. Of these 23.0
Stay million trips, 15.6 million were holiday trips – 28% short trips (1-3 nights)
and 72% long trips. In recent years there has been a trend towards taking
two or three shorter holidays abroad instead of one long holiday.
Data gathered by JTB’s MBR in Italy shows that national holidays in 2010
fall on:
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
1/6
4-5/25 1
2
15
1 8/25-26
Table 8 - Public Holidays in Italy
Source: JTB MBR Italy
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Italy
The precise dates of school holidays vary in each region, but typically are
as follows:
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
7
1 week
8
7 1 week
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Table 9 - School Holidays in Italy
Employees are typically entitled to 5-21 days of holiday, in addition to
national and state holidays.
Although August has been the traditional month for taking extended
holidays, in recent years there has been a trend (especially by families
without school aged children) towards taking holidays in September or
June. There is also a trend towards shorter, more frequent holidays.
Table 10 examines the average length of stay for Italians abroad:
Table 10 - Average Length of Stay for Italians Internationally
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Italy
Italian Traveler The Boston Consulting Group estimated that in 2006 there were around
Profile 240,000 Italian households with investable assets of over US$1 million
and 195,000 Italians with annual incomes of over US$1 million (most of
them self-employed and a quarter of them living in Lombardy).
Leisure continued to represent the main reason for Italians traveling
abroad, accounting for almost 16 million departures in 2009.
Leisure departures decreased by 3% in 2009 as difficult economic
conditions in Italy forced Italians to remain at home or to opt for less
expensive domestic tourism options.
Business departures decreased by 4% in 2009 due to the difficult economic
environment created by the global financial crisis. Business travelers
usually visit a destination individually with the aim of meeting clients or
attending/visiting conferences or exhibitions. The duration of stay can
vary from a few days to some months.
Moreover, in the past, companies using incentive travel as a motivational
tool (mainly manufacturing, pharmaceutical and financial firms) was the
main driver for business departures outside Italy. The financial crisis in
2009 and the need of many Italian companies to reduce expenses lay
behind the decline in business departures in 2009.
Backpackers and organized tour groups were the strongest growing
traveler segments in 2009. This can be explained by the rising popularity
of youth travel to youth hostels and to participate in work camps and
workplace committees and staff in many large companies organize
outbound travel for tour groups to benefit from cheaper prices.
Women are also traveling more than in the past and they are also more
likely to travel alone. This is in line with the share of women in the general
Italian population, which stood at 50% in 2009.
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Italy
ITALIAN TRAVEL TRENDS TO JORDAN
Tourism Arrivals in Arrivals in Jordan from Italy have been rising strongly in recent years.
Jordan from Italy They surged by over 50% in both 2007 and 2008 and managed a modest
increase in the difficult circumstances of 2009.
Figure 7 - Italian Arrivals to Jordan 2005-2009
Source: Ministry of Tourism and Antiquities (MOTA)
e: estimate
According to NTVS data of all Italian visitors 15% are Jordanian.
Seasonality in The seasonality aspect for the Italian market (excluding August and
Jordan Christmas) is completely changing. Industry groups are currently unable
to predict seasonality (due to the increase of leisure, religious and MICE
markets). During 2010 Royal Jordanian registered full bookings in May
and November, which means the following are the “classic” low and high
seasons for Italian visitors:
• High Season: April (Easter and bridge holidays 25/4-1/5), August,
September, October, Christmas time
• Low Season: January, February, 1-5 March, June, 1-20 July, 1-20 December
Note: ALS for Italians in
Jordan is for package
tours
The average length of trip by Italians internationally is 7.6 nights, while
the average length of trip for visits to Jordan in 2006-07 was 15.2 nights.
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Italy
Figure 8 - Italian Arrivals to Jordan per Month
Source: MOTA
Purpose of Trip & Figures from the 2006-07 NTVS indicate that Italians travel to Jordan for
Market Penetration the following reasons:
9%
Note: 15% of total VFR
visitors are Jordanians
residing in Italy
26%
60%
Figure 9 - Italian Arrivals to Jordan by Purpose of Travel
Source: National Tourism Visitor Survey 2006-07
It is anticipated that 37% of Italian travelers to Jordan visited other counries
on the same trip: 10% to Israel, 9% each to Palaestine and Syria, and 7% to
Syria alone.
Purpose of Travel
Italy’s Outbound 2009
(‘000)
Italy’s Arrivals into Jordan
2009
Jordan’s Market Share %
Total Leisure Business MICE Other
23,260 15,708, 5,908 1,664 N/A
24,732
21,031
2,315
100
1,286
0.11%
0.13%
0.04%
0.01%
N/A
Table 11 - Jordan’s Penetration of Italy Outbound by Purpose of Travel
Source: Euromonitor: Country Sector Brief & NTVS Data Reflected in 2009: Overnight only
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Italy
Nature of Trip The 2006-07 National Tourism Visitor Survey (NTVS) found that 50% of
visitors from Italy were first-time visitors and 15% were ‘frequent visitors’
(visiting the country more than four times in the previous five years),
while 37% visited other countries in the same trip.
Table 12 - Italian Traveler to Jordan Profile
Source: Compilation by JTB & USAID / JTDP based on NTVS 2006-07 Data (Based on
Overnight Visitors Only)
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Italy
Accommodation Euromonitor and the 2006-07 NTVS reported the following breakdown
for accommodation chosen by Italian travelers:
Accommodation Type
Hotels
Holiday Homes
Friends & Family
Other
Italians Traveling
Internationally
61%
18%
10%
10%
Italians Traveling to
Jordan
59%
17%
-
Table 13 - Accommodation Preferences by Italians
Source: Euromonitor International and NTVS 2006-07
Figure 10 shows the accommodation trends of Italian travelers to Jordan
by location:
Figure 10 - Total Arrivals and Nights in Hotels for Italians, Distributed by Location and
Classification, 2009/ Based on Package Tours
Source: MOTA
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Italy
Spend in Jordan Italians on holiday spend more than people from other European countries,
JD84 per day compared with a global average of JD65, according to the
NTVS. Those visiting their friends spend only slightly more than average
at JD31, while those on business (at JD55) spend somewhat less than the
global average of that segment.
Figure 11 - Italians’ Spend in Jordan By Purpuse of Visit (JD)
Source: NTVS 2006-07
Sites Visited in Of all visitors from Italy, 89% went to at least one tourist site in Jordan.
Jordan Italian visitors overwhelmingly liked Petra the best, with the Rose-Red
city the site of choice for 52%. The Dead Sea and Aqaba were very distant
second and third choices for Italian visitors at 8% and 7% respectively.
According to the NTVS, following is a breakdown of most attractive sites
as rated by Italian tourists in Jordan in 2006-07:
Figure 12 - Most Attractive Sites in Jordan as Rated by Italian Travelers
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Italy
ACCESS & TRANSPORT
Airports The principal international airports in Italy are Rome Fiumicino (FCO) and
Milan Malpensa (MXP).
Other international airports include Alghero, Ancona, Bari, Bologna,
Brescia, Brindisi, Cagliari, Catania, Florence, Forli, Genoa, Lamezia, Milan
Linate, Milan Orio al Serio, Naples, Olbia, Palermo, Parma, Perugia,
Pescara, Pisa, Rimini, Rome Ciampino, Treviso, Trieste, Turin, Venice and
Verona.
Access It is anticipated that with the start of new cruise operations by Costa
Cruises in October 2010, the number of Italians arriving by sea will
significantly increase.
Figure 13 - Arrivals by Type of Transport
Airline Routes to Royal Jordanian offers five flights a week from Rome Fiumicino to Amman
Jordan and three from Milan Malpensa to Amman in both summer and winter.
Alitalia offers four flights a week from Rome Fiumicino to Amman.
Indirect flights commonly used by passengers to Jordan include:
•Austrian Airlines (via Vienna)
•Turkish Airlines (via Istanbul)
•Lufthansa (via Frankfurt)
•Air France (via Paris)
•El Al (via Tel Aviv).
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Italy
JTB’s MBR in Italy says that tour operators offering Jordan in combination
with Syria may use Syrianair flights to Aleppo and Damascus or Alitalia
flights to Damascus.
Charter services in 2009-10 have included weekly flights from Bergamo and
Bologna to Aqaba by Eurofly for Viaggi del Turchese; and weekly flights
from Milan MXP and Bologna to Amman (flying on to Sharm-el-Sheikh)
by Neos and Meridiana, with a third flight from Bologna during the high
season flying on from Amman to Sharm-el-Sheikh. In August-October and
December-January Neos also flew a weekly service for Turisanda from
Milan MXP to Amman.
Cruise Services to Cruises are very popular among Italians. More than 6 million took a
Jordan cruise holiday in 2006 and the number has reportedly risen sharply since
then – particularly for winter cruises. However, arrivals by sea in Jordan
represented only 3% of total arrivals from Italy - a much lower share than
for other major European markets.
Commencing in October 2010, Italy’s most popular cruise company, Costa
Crociere, started operating the Red Sea Cruise as part of it’s winter trips
(November through April) that call at Aqaba after starting in Egypt. The
cruise ships also dock at Eilat/Israel. Costa Crociere offer daily excursions
to Petra and Wadi Rum as part of the their stop in Aqaba.
Costa also operates a monthly ‘Red Sea-Dubai’ cruise with a call at Aqaba.
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Italy
ITALY TRAVEL PLANNING & BOOKING
Travel Formalities In 2009, Jordan relaxed its visa restrictions for many important markets,
including Italy. Italian nationals traveling to Jordan on tour operated
packages (in groups or as individuals) can now receive their visas upon
arrival. Starting January 2011, an increase in visa fees will be applied for all
nationalities as follows:
One Visit
20 JD
Two visits
30 JD
6 Months and Multiple Entries
60 JD
Tourist Groups
for Free
Foreign Currencies Exchange (Euro & USD) JD 1 : For 1.5 Euro / 1.5 USD
Table 14 - Jordan Entry Visa Fees (Starting 1/1/2011)
Source: MOTA
A departure tax of JD8 (US$12) was reintroduced in summer 2010.
Travel Decisions & JTB’s MBR in Italy reports that around 60% of all holiday trips are booked as
Bookings package tours or tailor-made itineraries through a travel agency, 5% directly
from a tour operator, 5% online from a tour operator or travel agency, and
30% online through individual suppliers or other intermediaries.
For trips to Jordan, most Italian visitors (75%) booked through a travel
agency, however a relative few (15%) booked online through individual
suppliers and other intermediaries.
A supplementary question in the Nation Brands Index survey of 2008
found that Italians rate conversations with friends or relatives as the most
inspirational and trustworthy source of information for holidays.
Italians refer to a particularly wide range of published and broadcast
information (including travel guides and brochures, television programs,
articles in magazines and newspapers and on the internet), and regard
most as reasonably trustworthy. They are more suspicious of advertizing,
social networking sites, and travel blogs.
Tour Operators & There are over 400 tour operators and over 12,000 travel agents in Italy.
Travel Agencies Although many tour operators sell direct to consumers over the internet,
the overwhelming majority of their sales are through their networks of
travel agents. Most operate on a regional basis, rather than covering the
whole country.
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Italy
The following tourism associations are operating in Italy:
• FIAVET (Italian Federation of Associations of Travel and Tourism Agencies
and Operators) was founded in 1961 and is the main association of travel
agencies and more generally of tourism operators. FIAVET group is
scattered throughout Italy in 16 regional associations, each one articulated
by provincial representatives. FIAVET links 2500 regional travel agencies
and tour operators.
• ASSOTRAVEL is the national association of travel agents and tour
operators, with a head office in Rome and branches in 19 Italian regions.
ASSOTRAVEL is a partner of Confindustria (Italian Industrial Companies
Association), Federturismo and Federexport.
• FEDERTURISMO is the National Federation of the Travel and Tourism of
Confindustria. It represents the entire tourism industry production chain.
Federturismo Confindustria has 89 members, which currently include 25
organizations, 9 company members and 55 local associations.
• ASTOI commenced in 2000 following the merger of Assotour and Atoi,
both of which represented the Italian TOs that were already members of
Federturismo. ASTOI is the most important representative tourism trade
association, recognizing most of the travel industry, and working closely
with the media and all sector stakeholders. ASTOI joined IFT (International
Federation of Tour Operators), which enabled it to develop contacts with
local counterparts in other European countries and allowed for close
cooperation with leading non-governmental organizations in tourism,
including the WTO (World Tourism Organization).
The most important tour operators (by order) and travel agencies are:
Tour Operators
Alpitour
Hotelplan
Eden Viaggi
Kuoni
Quality
Travel Agencies
Giramondo
Buonviaggio
Welcome Travel
Last Minute Tour
Bluvacanze
Table 15 - Leading Tour Operators & Travel Agencies in Italy
Source: JTIB MBR Italy
Some travel agency chains are associated with individual tour operators,
such as Welcome Travel (associated with Alpitour), VentaPoint (Ventaglio),
Gattinoni (Hotelplan) and CTS (linked to CTS Viaggi, the youth operator).
There are approximately 5 leading tour operators that offer Jordan in
their programs and bring annually over 30,000 Italian visitors, which
constitutes just over 60% of total Italian arrivals. The rest come through
smaller operators or on their own.
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Italy
Online Travel Internet penetration in Italy is, by European standards, modest. Internet
World Stats reports that 30 million people in Italy were internet users
in June 2010, 52% of the population, compared with 58% in Europe as a
whole, 82% in the UK, 79% in Germany and 69% in France. Broadband
connections are relatively scarce and expensive. However, 3G mobile
phone penetration is high.
E-commerce has also been relatively slow to develop, partly because
the use of credit cards is limited (and usually subject to modest monthly
spending limits) and because Italians are reluctant to release personal
information over the internet. Most travel spending over the internet
consists of air and rail tickets. VisitBritain notes a tendency for Italian
travelers to book their air passages over the internet and then go to a
travel agency for a tour operator’s ground package.
It is estimated that no more than 5% of tours and accommodation for trips
to Jordan are booked over the internet.
However, the internet is extensively used for gathering information
about travel. Unattributed research reported by VisitBritain found that
53% of Italians choose the internet as a source of information for the
organization of their holidays.
The most important travel search sites in Italy include:
•Expedia.it
•Lastminute.it
•Edreams.it
•Opodo.it
23
Italy
MEDIA
Newspaper readership in Italy is not high according to JTB’s MBR in Italy.
The leading national newspapers, with daily circulations of around 3
million are:
•Corriere della Sera (Milan)
•La Repubblica (Rome)
•La Stampa (Turin).
Their national, regional and online editions carry travel sections and La
Repubblica has a weekly travel supplement, I Viaggi di Repubblica.
The leading financial daily is Il Sole 24 Ore. There are another dozen
newspapers with a circulation of over 1 million and about four dozen
more with a circulation of over 100,000, many of them regionally based.
Italy has an extremely wide range of consumer magazines, including
many sports, lifestyle, women’s, men’s and religious titles. The principal
news magazines are:
•Panorama
•L’Espresso.
Consumer travel monthly magazines include:
•Bell’Europa
•Club 3
•Dove
•Gente Viaggi
•Golf & Turismo
•In Viaggio
•Itinerari e Luoghi
•Meridiani
•Panorama Travel
•Partiamo
•Plein Air
•Qui Touring
•Traveller
•Tuttoturismo
•Vie del Gusto
•V&S
•Weekend Viaggi.
24
Italy
The leading trade publications are:
•Travel Quotidiano
•L’Agenzia di Viaggi
•Guida Viaggi
•TTG Italia
•Turismo & Attualità
•Trend for Leisure Tourism and MICE
•Incentivare, Meeting e Congressi, for the business tourism sector
•Mission and Convegni for the business tourism sector.
The main terrestrial TV networks (each with several channels) are the
state-owned RAI, the commercial Mediaset and La7. In contrast to many
other major European markets, these still carry travel programs as well as
a number of lifestyle and geographic/wildlife programs, which sometimes
feature travel destinations. The main subscription service providers are
Sky Italia, Mediaset Premium, Alice and Fastweb.
The principal radio broadcasters are RAI (with a range of programs),
Radio 24, R101 and Radio Italia.
25
Italy
IMAGE & PERCEPTIONS OF JORDAN
Strengths & The Middle East generally has risen in popularity among Italians over the
Weaknesses past decade and this has been in line with a growth in interest for cultural
and historical experiences while on holiday. Nevertheless, the market for
Jordan and its neighbors is relatively small and likely to remain a niche
segment for the foreseeable future.
As with visitors from
other countries, 99%
enjoyed their trip
and 85% would come
again, while 93% would
recommend Jordan to
other people.
The travel trade seems to be well disposed towards Jordan. Factors listed
by JTB’s MBR in Italy include a good image among the public, good travel
services, easy access via a short-haul flight, high standards of safety,
hospitality and religious tolerance, and a complete range of products,
including unique attractions such as Petra, Wadi Rum and the Dead Sea.
Tour operator staff are generally well qualified to sell Jordan. Many tour
operators periodically send their counter staff and managers to Jordan as
group escorts.
Competition Like the Middle East, which includes a number of competing destinations
(see below), Africa has been experiencing an upturn in Italian tourists
in recent years. Djerba in Tunisia and various cities and beach resorts in
Morocco have been gaining popularity.
Jordan’s main competitors in the region are believed to be:
Figure 14 - Jordan’s Main Regional Competitors by Niche
26
Italy
PROSPECTS
Destinations which are commonly offered in combination with Jordan include
Israel, Syria, Egypt, Dubai, the Red Sea and Lebanon, roughly in that order.
Although there are some serious long-term questions about the prospects
for the Italian economy, the country has weathered the world economic
downturn relatively well. Consumer confidence has nevertheless been
weak and propensity to spend remains low.
A Flash Euro Barometer survey on travel intentions confirms a reluctance
to spend; the responses in Italy were significantly weaker than the EU
average and even weaker than those in Spain, a country much more
severely affected by the downturn. Only 29% replied that they could
cope without major difficulties, compared with 39% in Spain and 41% in
Europe. Interestingly, 49% said they might cancel their winter holidays
if necessary, while main holidays and short breaks seemed to be safer in
Italy than other EU markets.
Outbound tourism is therefore expected to stage a modest recovery in
2010 and 2011. Tourism Decision Metrics forecasts that outbound trips
from Italy will recover to their 2008 levels by 2012, but almost all growth
in the following few years will be to destinations within Europe.
The Italian market showed a dramatic 51% increase in 2007 over 2006.
Some 16 million people in Italy are between the ages of 40 and 59 (only
35% of Italian visitors to Jordan are in this age group). While propensity to
travel has traditionally declined among Italians over the age of 55, this is
changing. A number of niche travel operators have become increasingly
popular in Italy.
27
Italy
Based on research conducted for the Jordan Tourism Board, the best
markets and segments to tap to ensure optimum growth in the short to
medium term would be the following:
28
Italy
29
Italy
SOURCES
The principal sources used for this market profile included:
• Euromonitor International
• Jordan Tourism Board (JTB)
• JTB Market-based Representative in Italy (JTB MBR Italy)
• International Monetary Fund (IMF)
• Institute for Studies and Economic Analyses (ISAE)
• IPK International’s European Travel Monitor
• Italian National Institute of Tourism Research (ISART)
• Ministry of Tourism and Antiquities (MOTA)
• National Institute of Statistics, Rome (ISTAT)
• United Nations Population Division
• USAID/Jordan Tourism Development Project (JTDP) 2009 study “Tourism
Patterns in Jordan: Analysis of the National Tourism Visitor Survey”
• VisitBritain.com
• World Tourism Organization (UNWTO)
30
Italy
LIST OF ABBREVIATIONS
ALS
Avg.
EIU
EU
GDP
IMF
Incl.
ISAE
ISTAT
JTB
JTDP
MBR
MICE
MOTA
N/A NTVS
OECD
PPP
TOs
UNWTO
USAID
VFR
31
Average Length of Stay
Average
Economic Intelligence Unit
European Union
Gross Domestic Product
International Monetary Fund
Including
Institute for Studies and Economic Analyses
National Institute of Statistics
Jordan Tourism Board
Jordan Tourism Development Project
Market-based Representative
Meetings, Incentives, Conferences and Exhibitions
Ministry of Tourism and Antiquities
Not Available
National Tourism Visitors Survey
Organization for Economic Cooperation and Development
Purchasing Power Parity
Tour Operators
United Nations World Tourism Organization
United States Agency for International Development
Visiting Friends and Relatives
Italy
LIST OF FIGURES & TABLES
Figure 1 - Division of Religions in Italy
Figure 2 - Consumer Confidence Rates Indicators
Figure 3 - Italian Arrivals in Competing
Destinations (‘000), 2008
Figure 4 - Italy Outbound: Purpose of Travel
Figure 5 - Italy’s Outgoing Tourist Expenditure by Sector
in Millions of Euros: Value 2008 / 2009
Figure 6 - Italian Leisure Departures by Type (%)
Figure 7 - Italian Arrivals to Jordan 2005-2009
Figure 8 - Italian Arrivals to Jordanper Month
Figure 9 - Italian Arrivals to Jordan by Purpose of Travel
Figure 10 - Total Arrivals and Nights in Hotels for Italians,
Distributed by Location and Classification, 2009 /
Based on Package Tours
Figure 11 - Italians’ Spend in Jordan by Purpose of Visit (JD)
Figure 12 - Most Attractive Sites in Jordan as Rated by Italian Travelers
Figure 13 - Arrivals by Type of Transport
Figure 14 - Jordan’s Main Regional Competitors by Niche
Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 -
32
Euro (€) Exchange Rate 2008-2010
Age Distribution in Italy
Key Economic Indicators 2007-2011f
Italy Outbound Traveler in Millions (2005 - 2010)
Top 15 Leading Overseas Destinations
2005-2009 (Millions)
Breakdown of Holiday Activities by Italians
Italian Expenditure on Travel
Public Holidays in Italy
School Holidays in Italy Average Length of Stay for Italians Internationally
Jordan’s Penetration of Italy Outbound
by Purpose of Travel Italian Traveler to Jordan Profile
Accommodation Preferences by Italians
Jordan Entry Visa Fees (Starting 1/1/2011) Leading Tour Operators & Travel Agencies in Italy
5
6
9
10
11
14
14
15
15
17
18
18
19
26
4
4
6
7
8
9
10
11
12
12
15
16
17
21
22

Italy - Siyaha

Transcription

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