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Toscana Promozione Turistica
(Tuscany Tourist Board)
Ms Alessia Geroni
THE INNOVATION OF THE TOURISM OFFER
THROUGH SYNERGIES BETWEEN PRIVATE AND
PUBLIC: BTO – Buy Tourism Online
Crete, June 19th 2018
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TUSCANY
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TOSCANA PROMOZIONE TURISTICA ACTIVITIES:
Focusing on tourism promotion
Working with the Tuscan territories to promote the Tuscan destinations
and the various regional tourism products
Participation to the main tourism fairs, B2B workshops and roadshows, enhancing
the opportunity of meeting between the Tuscan tourist offer and the
international tourism markets
Promotional campaigns addressed to the final customer: the tourist
Toscana Promozione Turistica has also the main purpose to co-ordinate the
regional meeting industry.
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General Manager
Events & BtoBPromotion &
Marketing
Products, Markets & Destination Development
IT & Communication
Economic & Financial affairs
BUDGET: regional, national and european funds + private and public partnerships
ORGANISATION: 24 people dedicated to:
2017
65 promotional activities
607 participants
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607 participants
BTO – Buy Tourism Online
A unique event in Italy, at its
10th edition in 2017, on
Travel & Innovation
An opportunity of training and
information exchange for the
professionals supply chain, public
and private bodies and national and
international experts in digital
tourism
A format with over 150 seminars/conferences in only two days on subjects related
to online tourism, web distribution channels, web-marketing promotion and the
culture of new technologies in the tourism industry
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THE CONTEXT OF THE GOOD PRACTICEChanges in the market due to
technological innovation
BTO, thanks to the idea of a private
operator, aims at giving a response to the
professionals who have to manage the
transformation of the productive processes
and the relationships with the market
Innovative contents and an agenda
addressed to decision-makers, producing
and working in marketing, distribution,
research, study and training
INNOVATION SCIENTIFIC VALUE NETWORKING
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FIRST PHASE
2008First edition of BTO BTO trademark and the domain www.buytourismonline.com
belong to Tuscany Region (50%) and the Chamber of Commerce of Florence (50%), that since the beginning have supported the development of the event with an important
budget contribution
2009Agreement on a shared
organisational model between the Region and
the Chamber of Commerce
increase of appreciation of the
agendas, steady increase of the
number of visitors and exhibitors
Public-private governance:
Tuscany Region and Economic Promotion Agency
(now Toscana Promozione Turistica)
Florence Chamber of Commerce, representing the
local productive system
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PROJECT IMPLEMENTATION
2017
2012 The technical coordination of the event is entrusted to
Toscana Promozione and Chamber of Commerce of Florence
2016 A Technical Scientific Committee is set up to define thecontents and programme of the event
Fondazione Sistema Toscana and PromoFirenze (a SpecialAgency of the Chamber of Commerce) is responsible for thelogistics
Toscana Promozione Turistica coordinates the organisation ofa parallel event: Digital Ecosystems, a national event thatnaturally fits within the BTO
It reaches the target of the first ten consecutive editions
The annual appointment will not take place in 2018: nextedition is planned for 20-21 March 2019
2019
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PROJECT IMPLEMENTATION
Promoted by:Mibact
(Ministry for Arts,
Cultural Heritage and
Tourism), Mise
(Ministry for Economic
Development),Italian Regions
It was developed thanks to the
collaboration of Tuscany Region
and Toscana Promozione
Turistica
A big workshop of ideas for the development of digitalisation inthe promotion of Italy as a tourist destination
A series of events over three years, during which the 2017-2022Strategic Plan for the development of tourism will be defined
Aim: encouraging exchange of ideas between the various actorsof the tourism industry, between Public Administration andprivate companies, so as to disseminate best practices on thenational territory
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MAIN STAKEHOLDERS OF BTO Institutions: Tuscany Region, Chamber
of Commerce of Florence, ToscanaPromozione Turistica, FondazioneSistema Toscana and PromoFirenze.
Direct involvement of Mibact, Mise,Universities, Florence Trade Centre,Enit (Italian National Tourist Board)
Public bodies
Italian and international companies
Big Players in digital tourism (Booking,Airbnb, HomeAway, Expedia,eDreams, Priceline, Opodo,Hotels.com, Trivago, …)
Social Networks (Facebook, Twitter)and search engines (Google)
Specialised press and internationalresearch centres
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EVIDENCE OF SUCCESS
€ 700 thousand is the overall budget of the event
75% of the budget generated by the sale of tickets, exhibition spaces and slots for the presentations of products and services
From 2008 to 2016 an average annual growth of revenues between 10% and 15%
Over 4300 individual accreditations for the mostsuccessful edition; 62 companies and an agenda of159 conferences during the two days of the event
In 2015-2016 it was chosen by Best Western as thelocation for the national convention of the group;
Among the sponsors: big companies such as Oracle,SIHotels, Telecom, Emirates, Allianz, Unicredit,Airplus, Toscana Aeroporti.
A steady increase of coverage by traditional andonline media
Over 400 Italian and foreign journalists/bloggersinvolved
75% of Italian Regions involved following thepartnership with Digital Ecosystems
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DIFFICULTIES ENCOUNTERED/LESSONS LEARNED
Main challenges and criticalities:
Creating an attractive event both for privateoperators and institutional bodies
Making it less dependent on public contributions,keeping its identity of not-for-profit event
The dimensions reached over the last few yearshave made the balancing out of location/stagingcosts and those devoted to programme contentsdifficult
Aim of the next edition:
Repositioning of the BTO brand
Extending the participation to all professionals ofthe tourism supply chain such as Tour Operators,DMCs, Airline companies, Service companies,Caterings, Museums, Cultural Centres,…
Encouraging the participation of non-tourismactivities yet related to the industry
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LEARNING OR TRANSFER POTENTIAL
The investment in an initiative like BTO means engaging in creating:
an opportunity for informing, training and networking with an objective value
high level agendas with international speakers and relevant current topics
a specific educational format
an adequate communication capacity to create the conditions for a future development
Success factors of the initiative:
Partnership of public bodies to support thegradual economic and identity consolidationof the event
Synergies with private companies able ofimplementing innovative proposals withscientific and commercial relevance
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KEEPING THE PRODUCT ON THE MARKET
The communication and image of
the event can be self-feeding if the
event shows a definite capacity of
engagement and creation of a
community of followers
The risk, as happened to BTO, is to create
a closed circuit between speakers,
scientific management and followers,
that does not facilitate the admission of
new participants or the introduction of
new themes
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BED Talks BTO2017
1. Douglas Quinby, Senior Vice President Research of PhoCusWright tells his perceptionof Online Travel in the next ten years. Phocuswright is the most credible and quotedsource for data, information and analysis in the travel, tourism and hospitalityindustry.
2. Aint Vonke, Vice President Market Management, EMEA, the Expedia Group. After 13years Expedia made a big change deciding to start a strategic cooperation withThomas Cook.
3. Tao Tao, Founder & COO Getyourguide! The «Experiences market» has entered thecollective imagination since the launch of the colossus Airbnb.
4. Hjalti Baldursson, CEO Bokun Experienced. In Iceland there is a great interest intourism technologies and Bokun is one of the cornerstones, beeing the mostimportant tourism sales platform.
contacts: