If properly stimulated and managed, high-end experiences can start the deseasonalization process for arrivals to Italy.
Italy is 1st in Europe and 3rd in the world for the number of hotel beds
This is what emerged from a survey by tourism marketing company Eureka MICE International. With 32% gross occupancy of the accommodation potential (Eurostat index 2019), Italy ranks 22nd in Europe, penultimate among European countries with a tourist vocation, ahead of Greece. A gap that is justified by the high number of beds which ranks Italy first in Europe and third in the world, and by the marked seasonality of most of its destinations.
Conference tourism has ample growth margins
Considering that in 2019 tourism accounted for 13% of Italy's GDP (WTTC - World Travel and Tourism Council estimate), it follows that being able to maximize and put its unexpressed receptive potential to good use would signify a significant increase. This would be feasible if, along with high-end experiential tourism, there were also other forms of qualified tourism offering ample margins for growth, such as conference tourism, which, however, has a longer development time.
Italy is a favourite with high-spenders
High-end experiential tourism appeared about a decade ago and exploded after the pandemic emergency, growing twice as fast as traditional tourism. Italy is among the favourite destinations for high-end travellers who are progressively moving towards the low seasons. This is a great opportunity for Italy as, unlike low season tourism which is traditionally low cost, these are notoriously high spenders.
“Affluent visitors are seeking authentic values”
"The profile that emerges from our survey," says Giancarlo Leporatti, CEO and founder of Eureka MICE, "is that of an affluent though not necessarily rich client, with a new, culturally elevated and creative vision. A visitor who is seeking exclusive travel experiences and authentic values that encapsulate art, history, tradition, refinement, sobriety, harmony, well-being and innovation.”
A new, dynamic dimension of tourism
Experiences are the engine driving this new type of tourism which is no longer static and museum-like, but dynamic, allowing the visitor to interact, discover and actively experience a destination without artifice and pomposity but with sobriety and sustainability.
"This is a new dimension of tourism that requires tailor-made proposals combining the historical, artistic, cultural and landscape heritage of a destination with its most exclusive products. These go from wine and food to fashion and from craftsmanship to music and design, with accurate accommodation services that are an expression of the best tradition of hospitality.”
