Untitled - Expo Campania

Introduction
Tourism and cultural heritage are two sectors which are closely
connected to the regional economy and that are playing an
increasingly central and strategic role as regards the development
of the entire production chain in Campania.
In 2014, both the number of arrivals (4.6 million tourists, between
Italians and foreigners; +6.5% as from 2009), and the number
of overnight stays (18.4 million; +2.6% as from 2009), made
Campania the absolute leader within the south of Italy, in line
with the performances of many central and Northern regions. In
particular, as proof of the global value of the great cultural attractors
of this territory, the number of international arrivals in 2014 was
equal to 1.8 million, with overnight stays which reached almost 8
million, with double-digit variations compared to 2013 for the hotel
industry: +22.7% (arrivals) and +14,3% (overnight stays).
This data proves the excellent performance of Campania in this
sector: as a matter of fact, the region is also the leader within the
South of Italy as regards foreign tourism expenditure with 1,233
million Euros; the leader when it comes to the average stay of
Italians within accommodation facilities with 4.07 days (South of
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Italy: 3.59 days, Italy: 3.89 days); it is also the leader as regards
the number of hotels: 1,672 hotels (a 24.7% share on the South
of Italy), for a total of 103,337 beds within 3, 4 and 5-star hotels.
In total, more than 75,500 employees (27.9% of the South of
Italy and 6.1% of the rest of Italy), equal to 4.2% of the people
employed within the entire region, work in accommodation and
catering facilities in Campania. Tourism, with an added value of
3.2 billion Euros (28.7% of the South of Italy and 6.0% of Italy)
in the hotel and restaurant sector (approximately 3.7% of the
added value calculated at a regional level), plays a dynamic role
in both the internationalisation of enterprises and the recovery
of consumption, also thanks to the interconnection of hotel
accommodation with some of the strategic economic supply
chains in Campania, such as the sea and culture. In particular, blue
economy in Campania (namely, the interweaving of activities such
as fishing, shipbuilding, passenger handling and sports activities)
produces 3.4 billion Euro added value, equal to 4% of the regional
total, with an impact on the regional GDP which is higher than the
national average (3%). Culture also generates an economic return
equal to over 3.7 billion Euros of added value and approximately
74,000 employed workers.
Campania, with 7.5 million visitors to cultural sites, such as
museums, monuments and archaeological areas, is the most
visited region within the South of Italy for cultural reasons, equal
to approximately 38% of the entire South of Italy.
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Various types
of tourism in
Campania
Campania has different kinds of excellence in terms of
tourist attractors, the variety of thematic tourism, the
degree of evolution of the hospitality system of the
tourist destinations as well as the capacity to attract
international tourist flows. There are 45 municipalities
which have mainly a tourism-related identity, with
average values, as regards tourism performance and
the leading region within the South of Italy for tourist
local potential, which are higher than those of the South
overnight stays in cities of historical and artistic interest:
of Italy as a whole. The co-existence of several features
2,444,603 visitors who account for 43.1% of tourists to
of attractiveness (culture, landscape, wine and food)
the South of Italy (2.7% of the rest of Italy).
makes several municipalities within the Campania
region particularly suited to tourism development, proof
The impact, in terms of tourist arrivals, is equal to 13.6%
of which can be seen in the positive performance of
of the total tourist presences of the entire region.
21 locations with an actual propensity to tourism which
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exceeds their potential propensity, such as Sorrento
The
rich
historical-cultural
fabric,
organised
into
and Lacco Ameno in the province of Naples, and
circuits, offers the visitor heritage which is one of a
Positano and Amalfi in the province of Salerno. With
kind on a global level, with sites protected by Unesco
7 clusters of cultural locations including both those
including the most popular sites in Italy, such as the
of a primary nature (Naples, Caserta, Pompeii and
Archaeological site of Pompeii (2.4 million visitors,
Capaccio-Paestum) as well as those of a secondary
in second position as regards visits in 2014 after the
nature (Anacapri, Pozzuoli and Minori), Campania is
Coliseum or the Imperial Fora in Rome), the Royal
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Various types
of tourism in
Campania
Palace in Caserta built by Vanvitelli, the Archaeological
excavations of Herculaneum and Paestum, and the
National Archaeological Museum in Naples.
There are several museums and monuments that
recorded a considerable increase in visitors in 2014:
from the Royal Palace in Naples (+27%) to Castel
Sant’Elmo (+39%), from the National Museum of San
Martino in Naples (+28%) to the Roman amphitheatre
in Santa Maria Capua Vetere (+15%), up to Virgil’s Tomb
in Naples (+26%).
In 2014, Campania considered as a whole, recorded
over 500,000 more visitors to its museums, equal to
an 8.4% increase for a total of 6,530,855 visitors which
makes it one the leading Italian regions, immediately
after Lazio.
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Wine and
Food Tourism
Spa Tourism
Taste-related tourism has undergone constant growth
Campania is one of the richest Italian regions in terms of
over the past few years, reaching 4.2% of the total
mineral and thermal water resources. There are several
presences, especially in the internal areas of the region,
water resources that, thanks to their particular chemical
supported also by the constant growth of the farm
and physical properties as well as their renowned
holiday facilities (850, accounting for 21.8% of the South
health benefits, have permitted, since ancient Greek
of Italy and 4.5% of Italy as a whole).
and Roman times, their use for therapeutic purposes.
The true tourism attractor is a rich “basket” of food
One of the most important examples includes the water
products which are protected by guarantee marks: 13 Pdo
resources coming from some volcanic areas, among the
(Protected Designation of Origin) and 9 Pgi (Protected
most prestigious and famous sources in our Country,
Geographical Indication), in addition to which we can find
which give rise, through health and wellness centres, to
the wines: 4 Docg (Controlled Guaranteed Designation
the development of an important supply chain that links
of Origin), 15 Docs (Controlled Designation of Origin) and
spa tourism to seaside, green and mountain tourism,
10 with a Tgi (Typical Geographical Indication), as well
which are increasingly more oriented towards “wellness
as 429 traditional agrifood products recognised by the
tourism”.
Ministry for Agricultural and Forestry Policies.
Thanks to the presence of hotels specialisuing in this
sector, Campania is the Italian region with the highest
number of spa and wellness establishments (114),
capable of attracting a constant flow of European
tourists every year.
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Natural Oases
and Parks
The Campania region, stretching for approximately
350,000 hectares with a variety of landscapes created
by different microclimates and environmental conditions,
has a National, Regional Park and Oasis system that
represents numerous ecosystems of great interest for
its biodiversity, flora and fauna.
These areas offer numerous opportunities for lovers of
activities such as excursions, trekking, bird watching
and many others.
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Cilento, Vallo di Diano and Alburni National Park
Vesuvius National Park
Campi Flegrei Regional Park
Matese Regional Park
Partenio Regional Park
Sarno River Basin Regional Park
Lattari Mountains Regional Park
Picentini Mountains Regional Park
Roccamonfina and Garigliano river mouth
Regional Park
Taburno-Camposauro Regional Park
Punta Campanella Natural Marine Reserve Consortium
Regno di Nettuno Natural Marine Reserve Consortium
Castelvolturno State Reserve
Vivara Island State Nature Reserve
Sele River mouth, Tanagro and Eremita-Marzano
Mountain Nature Reserve
Volturno River mouth, Costa di Licola, Lake
Falciano Regional Nature Reserves
WWF Cratere degli Astroni Oasis
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Accommodation
facilities
Transport
The regional territory boasts a wide range of diversified
With the High-Speed Railway network, the port and
hotel facilities offering an excellent price/quality ratio.
airport system in Campania has become an extremely
There are the hotels on the Neapolitan seafront
important reference point for international tourism. In
promenade, the Sorrento Peninsula, the Amalfi Coast,
2014, the increase in the number of passengers in transit
as well as those on the Islands of the Gulf of Naples,
through Naples Capodichino airport was equal to twice
in the Terra di Lavoro (Caserta) area, on the Cilento
the average number recorded in all Italian airports.
Coast, Irpinia and Sannio areas, alongside the resorts,
boutique hotels and bed & breakfast accommodation,
The total traffic, between arrivals and departures, was
which blend professionalism and comfort in order to
equal to 5 million 960 thousand people, equal to a 9.5%
meet every customer’s needs.
increase when compared to 2013. Similarly, in 2014, the
cruise traffic of the two regional ports of Naples and
In total, Campania has 23,369 accommodation and
Salerno recorded 1,113,762 presences in Naples and
catering facilities. Of these, 2,675 are complementary
143,346 in Salerno.
businesses, with 83,829 beds (14.7% of the South of
Italy and 3.5% of the rest of Italy). The most widespread
These elements are supported by a very complex
type of accommodation is the B&B (924, equal to 12%
regional transport network, serving the main tourist
of the South of Italy).
resorts, such as the fast ferry routes in the Gulf of Naples
which, in 2013, recorded almost 7 million passengers.
The share of this type of accommodation on the
complementary business offer (34.5%) is higher than
the national figure of 18.3%.
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Tour
operators
Thanks to its presence at the main global trade sector
Positive figures also relate to
fairs as well as at specialised events which are held
tourism
at a regional level, such as the BMT (Mediterranean
Korea with 80% of operators
Tourism Exchange) and the BMTA (Mediterranean
having
Archaeological Tourism Exchange), the Campania
in
brand is gradually establishing itself on international
holidays in Italy.
coming
included
catalogues
from
South
Campania
specialising
in
markets, gaining prestigious positions in the tour
operator preference rankings all over the world.
Moreover, more than 90% of
Indian buyers set their sights
According to 2015 sector forecasts, a significant
on both Naples and the tourist
increase is expected in visitors coming from the United
destinations within the province,
States of America and Eastern European Countries,
while over 66% of Japanese tour
while already last year Bulgaria and Poland recorded a
operators have already included
40% increase in bookings compared to 2013.
Naples in their holiday packages,
followed by Australia (50%), the
Surprising data comes from China: Campania is one of
USA (49%) and Brazil with 40%.
the Italian regions included in tourist packages proposed
by Chinese tour operators, within the context of the
Expo Milan 2015 event, with offers linked in particular to
wine and food tourism.
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The cultural
industry
For the Campania region, cultural tourism remains the
13.2% of the regional total for this
most powerful value added multiplier. While in Italy, for
sector.
each additional presence, cultural tourism generates
105.40 Euro of GDP with a value equal to over 38%
The contribution made by female
more than data recorded in the seaside tourism sector
entrepreneurship to the cultural
(76.3), within the South of Italy the multiplier effect is
tourism
even more significant as it is equal to approximately 55%
important: the latter accounts
more (58.1 Euro of GDP generated within the seaside
for 16% of the cultural production
tourism sector within the South of Italy correspond to
fabric
90.4 Euro of GDP generated within the cultural tourism
enterprises), causing an impact
sector).
which, also in this case, is greater
supply
of
this
chain
region
is
also
(5,284
than that of Italy as a whole
The region’s cultural offer is characterised by a greater
(15.2%).
presence in museums (72%) followed by monuments
or monumental sites (17%) as well as parks and
archaeological areas (11%).
The cultural production system of the Campania region
relies on a close-knit network of 34,060 enterprises,
with a significant percentage of companies run by young
people (3,096), or rather 8.7% of the national total and
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How
to reach
Campania
Map with main
airport hub
connections
Campania Artecard:
This is an integrated ticket
that allows you to access
the main museums and
archaeological sites within
the region without having
to queue and to be able
to travel using the public
transport
Campania
of
the
Unico
consortium.
www.campaniartecard.it
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Campania:
Treasures
to be discovered
Naples, a multi-faceted city
In Naples, there are countless artistic treasures to be
mild climate and its spas, famous
discovered: the architectural heritage of the historical
for the quality of its spring water.
city centre, a world heritage site protected by Unesco;
Capri is the most famous of
seats of power during the medieval and renaissance
the three islands with its sea
periods concentrated in the areas around Castel
grottos,
Nuovo; the sea front promenade, from Castel dell’Ovo
“Faraglioni”
to Posillipo; the Royal Palace of Capodimonte and the
unique panoramas and its blend
Certosa di San Martino (St. Martin’s Charterhouse),
of art and social life.
its
unusual
rock
shaped
stacks,
its
with museum collections which are among the most
important worldwide.
Islands of the Gulf of Naples
The three islands in the Gulf of Naples have different
natural characteristics and appeal, and they represent an
essential destination for all tourists to visit.
Procida, the smallest of the three islands, has lost none
of its Mediterranean identity. Ischia, the largest of the
islands within the Gulf of Naples, is an extremely popular
destination, visited by international tourists, thanks to its
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Campania:
Treasures
to be discovered
Mount Vesuvius, Pompeii and
Herculaneum
Mount Vesuvius is the most famous volcano in the
world and it is the symbol of the city of Naples. In 1991,
the Vesuvius National Park was declared a “World
Biosphere Reserve” by Unesco: this covers all the area
surrounding the volcano.
On 24th August 79 A.D., Mount Vesuvius awoke after
being “dormant” for many years, catching the local
population unawares. It was an apocalyptic eruption,
and Pompeii was buried under a blanket of ashes and
lapilli that was 6-7 metres thick, while Herculaneum
was submerged by a 25-metre thick torrent of mud and
lava. After 1,700 years, the cities at the foot of Mount
Vesuvius were brought to light once more, offering
mankind two of the most important archaeological sites
in the world. A visit to the archaeological excavations in
Pompeii and Herculaneum is a unique experience. It’s
just like travelling back in time.
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Campania:
Treasures
to be discovered
The Sorrento Peninsula
The coastal road is one of the wonders of the Italian
looks like a natural theatrical backdrop. The main town on
landscape. Running down towards the sea through citrus
the Coast is Amalfi. This town, that once witnessed the
groves, vineyards and olive groves, this route follows the
splendour of the powerful Maritime Republic, today hosts
coastal profile providing enchanting panoramas of the Gulf
a great number of tourists.
of Naples, Mount Vesuvius and Capri. The most popular
location on the coast is Sorrento, a quiet town, which is
enjoyable at any time of year due to its mild climate. From
the Villa Comunale in Sorrento, a public garden with a
sheer drop into the sea, a little road leads to the Marina
Piccola (little port). At the end of the Sorrento Peninsula,
opposite Capri, there is Punta Campanella. Other locations
not to be missed include: Massa Lubrense, Nerano, and
the hamlet of Sant’Agata sui Due Golfi, from which you
can admire both the Gulfs of Naples and Salerno.
Amalfi Coast
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Salerno and the Cilento area
The province of Salerno is the largest in the Campania
region and the city of Salerno is situated in a spectacular
position in the Gulf of the same name. The Cilento area,
a natural oasis located in the province of Salerno, offers
tourists one of the most beautiful coastal areas of Italy.
The Cilento coast starts with Paestum, one of the most
precious archaeological gems in Italy, which is famous
worldwide for its three spectacular Doric temples dating
back to the 5th century B.C. Traces of the Middle Ages can
still be found in Castellabate. By following the coastal road,
The suspended lush green terraces, overlooking the
you can reach Acciaroli, with its beautiful ancient hamlet
sea, the characteristic artistic and architectural heritage
and wonderful beach. Pollica has been identified as the
make the Amalfi Coast one of the most famous locations
capital of the Mediterranean Diet, when it was declared by
worldwide. Positano is such a picturesque hamlet that it
Unesco as a site of Intangible Cultural Heritage of Mankind.
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Campania:
Treasures
to be discovered
Caserta and the Bourbon
royal residences
This is the area that in ancient times was called Campania
Felix, due to its fertile soil. Caserta hosts the splendid
Reggia (Royal Palace), designed by the architect Luigi
Vanvitelli in 1751. The immense royal residence includes
four courtyards and thousands of rooms, chapels,
museums and theatres. The ‘Sito Reale’ (Royal Site)
is completed by the nearby hamlet of San Leucio with
its elegant Casino Reale del Belvedere (Royal Lodge).
A visit to Casertavecchia is unforgettable, one of the
most suggestive and best preserved medieval hamlets
in Italy.
Avellino and Benevento
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The Sannio, a land with its thousand
year-old history, full of legends and
ancient traditions, is an area of
high scenic grandeur and it has a
wealth of artefacts relating to the
populations that once settled in this
area: the Greeks and the Samnites,
the Romans and the Lombards.
Benevento, the legendary “city
of witches”, preserves a treasure
trove of ancient memories.
The symbol of the city is the
magnificent 15 metre-high Arch of
Trajan which is completely intact.
A mantle of woods covers “green Irpinia”, one of the most
In the Caudina Valley, the most
beautiful and richest lands in Italy from an environmental
important town is Sant’Agata dei
point of view. Irpinia is also famous for its wine production:
Goti. It is perched on a tuffaceous
this is the land of Taurasi, Greco di Tufo and Fiano Docg
ridge between two rivers; over
(Controlled Designation of Origin Guaranteed) wine
the centuries, this hamlet has
varieties.
preserved its timeless charm.
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Index
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Introduction
3
Various types of tourism in Campania
6
Wine and Food Tourism
10
Spa Tourism
11
Natural Oases and Parks
12
Accommodation facilities
16
Transport
17
Tour operators
18
The cultural industry
20
How to reach Campania
23
Campania: Treasures to be discovered
24
Naples, a multi-faceted city
24
Islands of the Gulf of Naples
24
Mount Vesuvius, Pompeii and Herculaneum
26
The Sorrento Peninsula
28
Amalfi Coast
28
Salerno and the Cilento area
29
Caserta and the Bourbon royal residences
30
Avellino and Benevento 30