Upload
lee-bonser
View
228
Download
1
Tags:
Embed Size (px)
Citation preview
Tourism in Tuscany
Facts and figures
Why Invest in tourism in Tuscany 3
World trends in tourism 4
Tourism in Italy and Italian regions 5
Trends in tourism industry in Tuscany 6-9
Diversification of tourism industry 10
Human capital 11
Policy support 12
Tuscan tourism website 13
Key Contacts 14-15
INDEX
2
Unique and highly recognized cultural and landscape assets
Tuscany is one of the Italian leader regions in tourism industry3rd Italian region in terms of tourist presences 22.5 millions of days spent by tourists
Tourism demand is expected to increase expected annual growth by 2% between 2010 and 2030
Tourism industry is well developed highly diversified Many “tourisms”: seaside, cultural, rural, mountain, sports, thermal & wellness, cruise,
business & conferences,…
High quality of hospitality structuresIncreasing share and attractiveness of upscale hotels and resorts
Excellent localization, accessibility and infrastructure availability localized between Milan and Romepresence of two international airports, high-speed rail, highway network
Skilled workforce availabledense network of technical and professional educational structures
3
WHY INVEST IN TOURISM IN TUSCANY
Tourism in the world economy
Source: World tourism organization (UNWTO) 2013
Tourism accounts for - 9% of global GDP and 3.2% of GDP growth in 2012
- 30% of global services export
- 6% of World exports
- 235 millions jobs worldwide
1.035 billion tourists in 20121.8 billion tourists forecasted in 2030
International tourisms receipts are around 1.075 billions US dollars
Asia and Pacific areas record the strongest growth in arrivals in last years
China is the first source market in the world, spending 102 billions US dollars
Tourism in Italy and Italian regionsTourism specialization index in Italian
regions
Molise
Sicilia
Piemonte
Lombardia
Puglia
Campania
Basilicata
Calabria
Lazio
Abruzzo
ITALIA
Umbria
Marche
Friuli Venezia Giulia
Sardegna
Emilia Romagna
Liguria
Toscana
Veneto
Val d'Aosta
Trentino Alto Adige
0 5 10 15 20 25 30 35 40 45
1.72.72.83.13.23.23.24.1
5.45.46.26.26.97.07.3
8.58.5
11.212.3
24.242.2
7.4
20101990
rank CountryTourist arrivals
1 France 832 USA 673 China 57.74 Spain 57.75 Italy 46.46 Turkey 35.77 Germany 30.48 UK 29.39 Russia 25.7
10 Malaysia 25
Tourist arrivals, 2012
Italy is one of the world leaders in tourism
Tuscany is the 4th Italian region in terms of specialization in tourism sector and the 3rd Italian region in terms of tourist arrivals and presences.
Tuscany attracts 13% of foreign tourists visiting Italy and 11% of Italian tourists.
43 millions of tourist presences in 2013
Tourism in Tuscany in age of crisis: outlook
Tourism market in Italy has been hit by global economic crisis. Demand from Italian tourists has been declined, while demand from foreign tourists is increasing, especially from emerging Countries.Tourist expenditure is generally decreasing, but demand for luxury structures is increasing.
Tuscany responded positively to the crisis.1. by reinforcing its international vocation, by attracting more foreign tourists than other Italian regions. Foreign share of
tourists is 50% (Italian average is 44%)2. by attracting tourists from new markets, such as developing Countries3. by adapting to changes in consumer preferences (diversification of offer, increasing role of B&B, farm tourism,…)
Seaside
Cultural
Thermal-wellness
Rural
other
Mountain
0 5000000 10000000 15000000 20000000Tourist presences (2013)
Italians Foreigners
Cultural tourism attracts foreign tourists, while seaside tourist is the main driver for Italian tourists. However, other forms of tourism are developing such as, rural and thermal and wellness, attracting in particular foreign visitors
China
Argen
tina
India
Brazil
Russia
Other
Eur
ope
Switzer
land
Austra
lia
Easte
rn E
urop
e
Franc
e
Germ
any
U.S.A
.
Japa
n00.511.522.5
Tourist presence growth rate (2008-13)
Non European and emerging Countries show the highest growth rates in tourist arrivals and presence
Tourism in Tuscany in age of crisis: impact on the economy
Jobs created or destroyed by sector in Tuscany (2008-2013)
Agricoltura
Industria
Costruzioni
Commercio
Servizi
Settori a elevata incidenza turistica
1.871
-30.728
-12.798
-5.695
-30
2.912
During last years tourist has shown anti-cyclic effects on the Tuscan economy. Activities linked with tourism created job positions, while the other sectors in the same period other economic sectors lost jobs.
Tourism
Services
Trade
Constructions
Industry
Agriculture
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 201320,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
Tourist presences in Tuscany have shown a growth pattern from 2009 to 2013 (with exception in 2012). In 2013 presences reached 43 millions in 2013, after a decline in 2012.
Tourism sector employs directly 8000 firms and 35 000 workers. 5% of labor force work in tourism industry.
Share of tourism in Tuscany economic value has grown by 1% in 2008-13.
Tourist presences
Structural changes in tourism in Tuscany
Short run
(2007-2012)
Long run(1997-2012)
Hotel ***** 67,3 328,9
Hotel **** 13,1 92,4
Hotel *** -3,8 32,5
Hotel ** -9,9 -40,1
Hotel * -17,0 -48,8
Residence 29,9 119,0
Farmhouse 27,7 345,9
Camping 5,3 35,5
Other structure 13,9 172,3
Total 8,9 63,5
Firms operating in tourism
Upscale hotels, residences and farm houses have shown high growth rates
Variations in tourist offer
Overnight stays in Tuscany Expenditure in Tuscany Impact on regional economy
World arrivals in 2030
(millions)2030 (millions)
Var.% 2010 2030
2030(millions)
Var.% 2010 2030
Tourist turnover/GDP
Var.% turnover/
GDP
Central Scenario 1.800 124 44% 10.878 48% 7,0% 24%
Pessimistic scenario 1.400 105 22% 9.118 24% 5,9% 4%
Optimistic scenario 2.000 130 54% 12.027 60% 7,8% 37%
Tourist arrivals are expected to increase by 44% from 2010 to 2030.
Most of the demand will come from foreign tourists.
Tourism in Tuscany in age of crisis: forecasts
Diversification of tourist offer
Cultural tourism
Almost 9200 archeological, historical and museum sites
7 UNESCO World Heritage Sites
Seaside tourism
581 km of coastline
National Park of Tuscan Archipelago
Rural tourism
Hill areas cover the highest share of Tuscan surface
4200 rural tourism structure (Highest share of “agriturismi” in Italy)
Links with food tourism and wine production
Mountain, skiing and geotourism
Several ski resorts across Appennini and Mount Amiata
Alpi Apuane Regional Park
Conference, studies and business tourism
Links with Universities and research centers activities
Healthcare and thermal tourism
Tuscany is the most specialized region in Thermal tourism
23 thermal spas across the region
Pilgrimage and religious tourism
Via Francigena (375 km across Tuscany)
Sports tourism
Horseback tourism and cycling tourism are increasing
Universities & Research
• University of Pisa (Campus Lucca): Bachelor degree in Tourism Sciences
• Master degree in Planning and Management of Tourism Facilities• University of Florence• Master degree in Economics and Management of Tourism• University of Siena
High Schools and professional training
• 56 schools offer 90 technical and professional courses• in tourism studies, with 22000 students enrolled
to access and distribute for
major European Markets
Major R&D centers and Universities in Tuscany
Per ogni affermazione diamo cifre di evidenza (+ 1
slide)d
MILANO
ROMA
UU
U
U
GENOVA - FRANCE
• A1 Highway Milan/Florence/Rome/Naples
• A12 Highway to Genoa and France
• Florence International Airport• Pisa International Airport
23
U
S
Tuscany offers a wide network of institutions offering education and/or research applied to tourism
SSS
S
S
S
S
S
S
S
S
S
S
• Livorno harbor• Carrara harbor• Piombino harbor
Human capital in tourism
S
SS
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
S
Policy support
Tuscany Region provides support in localization investment.
Regional IncentivesRegional Administration granted 10.65 Euro billions over the last 5 years to firms for research and innovation activities in tourism industry. Incentives are mainly financed by EU Structural Funds resources.
Main support have been given to investments in ICT
A comprehensive guide for investors aiming to start business in Tuscany is available at www.investintuscany.com
Tuscan tourism website
The official website of tourism in Tuscany promotes the several kinds of tourism within the region. All tourist sectors are promoted, from mass tourism to market niches
It provides information and also allows direct accommodation bookings
Tourism is promoted by means of dedicated website and profiles on social network channels
14
The Promoter
Under the President of Regione Toscana, the government of the Region, an investment promotion program was undertaken to facilitate investments from foreign companies in the field of Cultural Heritage
Along with Toscana Promozione, we support foreign companies willing to locate in Tuscany
Our service is free of charge and strictly confidential
Our experts can help you do business in Tuscany by:
Providing investment opportunities
Scouting and groundwork for potential investors
Establishing leads
Assisting investors: assessment, contacts, negotiation and after-care services
Services for investors
We provide information services for investors wishing to locate their business in our region on issues ranging from incentives and market information to location opportunities
The service is free of charge and confidential
Take advantage of our network. It is at your disposal to give you detailed information, including:
Availability of location opportunities
Macro - economic and sector data
Start-up information
Bureaucratic procedures
European, national and regional incentives and
grants
15
Contact Details:
INVEST IN TUSCANYRegion of Tuscany
Directorate General for PresidencyRegional policies for attracting inward investments
Piazza Duomo, 1050123 Florence, Italy
Tel: + 39.055. 438 2425 / 5033 / 4896Fax: + 39 055 4384135
Email: [email protected]
www.investintuscany.com