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PromoTourismFVG. Forward thinking and quick reactions spell success this summer

Wednesday, 03 November 2021 12:12

PromoTourismFVG. Forward thinking and quick reactions spell success this summer

German visitors made a welcome return to the Friuli Venezia Giulia region this year, arriving as early as 2 June. But, while other regions had a good summer thanks to domestic arrivals, Friuli Venezia registered a slump in Italian visitors, a drop that was handsomely compensated by the German and Austrian markets. “Unfortunately we lost out on the Italian market and also on traditional visitors from Hungary and Poland due not just to Covid but also to economic problems. German arrivals made all the difference and we had a really bumper summer.” said Bruno Bertero, Marketing Director PromoTourismFVG, the region’s tourism development and operations agency.

The season ran to mid-October and choices shifted towards minor attractions

Summer continued on a positive trend, and unexpectedly extended after 15 August into September and up to 15 October. “Our operators changed their work methods and, rather than closing on 15 September and despite the problems they had finding staff, they were ready for the challenge and really pulled it off. The other novelty was that choices shifted, with people not only taking seaside holidays but also requesting our art cities and above all our smaller cities, UNESCO sites and towns and villages.”FVG_Bruno_Bertero_Marketing_Director_1.jpg

 

“Operators dropped their dependence on the OTAs by at least 20-25%”

During the lockdown ProTurismoFVG worked on new strategies, preparing operators and creating a wide range of new products. In August arrivals were up by 90-95% over 2019, with many hotels running at 110% occupancy. Digitalization was widely adopted with very positive results. “Our operators worked very well by going directly to the market. They dropped their dependence on the OTAs by at least 20-25%, embracing direct distribution and handling their own revenues, pricing and distribution.

In-house training and a dedicated staff

“The lockdown months gave us a chance to do specialized training and the operators were pleasantly surprised by the cost savings. We do tin-house courses, deciding on which projects we need to concentrate. I know my operator’s requirements, and I give them with what they need to succeed. We have a staff of six who respond to every single market request; Promoturismo FVG is dedicated to providing mediation between local operators and buyers.”

 

“The British market really wants to return”

Bertero is confident that the 2021/22 winter season can be a success, but only if the issue of access to the ski slopes is resolved. He added that if limitations persist, working together with local operators they will find a way to overcome them “What we really need, and what we are asking for is to be kept in the picture. Now we are only getting partial information and this is holding us back. Hopefully the classical markets will return and Europe will restart. England has always been an important market for us and we know the British really want to return.”

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