Produced by: Enzo Barbagallo, Victoria Elliodore, Patricia Robert, Ada Risuglia, Federica Valè, Gabriela Zeitler Plattner Master in Tourism Management IV Edition (2007/2008) IULM University Milano Tourism Strategic Plan 2009 - 2014 Under the guidance of Dott.ssa Raffaella Caso

Produced by:

Enzo Barbagallo, Victoria Elliodore, Patricia Robert,

Ada Risuglia, Federica Valè,

Gabriela Zeitler Plattner

Master in Tourism Management IV Edition (2007/2008)

IULM University

Under the guidance of

Dott.ssa Raffaella Caso

Searches to consolidate Milan as an international tourism destination, bearing in mind the EXPO 2015 . Time frame : 5 years Aim : Change Milan’s tourism from “ good ” to “ great ” Milano Tourism Strategic Plan 2009 - 2014

Searches to consolidate Milan as an international tourism destination, bearing in mind the EXPO 2015 .

Time frame : 5 years

Aim : Change Milan’s tourism from “ good ” to “ great ”

Methodology “ Visitor’s Perceived Image of Milan” “ Competitiveness of Milan in the Tourist Sector” MTM Destination Management Module Destination Strategy and Planning Prof. Morrison, Purdue University Indiana(USA) Destination Branding Prof. Pritchard, University Of Wales (UK) Community Attitudes to Tourism: Development Issues , Case Studies and Social Representations Prof. Pearce, James Cook University (Australia) Tourism Event Planning & Development Prof. Anderson, Purdue University, Indiana(USA) MILANO TOURISM STRATEGIC PLAN 2009 – 2014 Internet Research and Interviews

Plan View

Plan View

Plan View

Plan View

A N O V E R V I E W O F T O U R I S M I N M I L A N Tourism Demand Product Marketing and Promotion

Tourism Demand

Product

Marketing and Promotion

W S Overview of Tourism in Milan TOURISM DEMAND STATISTICS 2006: 3.2 million tourist (60% international, 76% business, 4% congress, 20% leisure) Average stay: 2.18 nights Visitors prefer 4 star hotels High seasonality TOURIST PROFILE AND PERCEPTION 49% 18-34, 38% 35-49, 13% 50+ 31% have never visited the city before High quality accommodations Public transport is efficient and inexpensive Taxis are easily available but expensive Milan is a dynamic metropolis Communication and signposting is ineffective Low level of spoken English Pollution, traffic and lack of green areas HIGH TOURISM EXPENDITURE INTERNATIONAL DEMAND WORD OF MOUTH HIGH SEASONALITY HIGH CONCENTRATION ON THE BUSINESS SEGMENT LOW CONGRESS DEMAND LOW LEISURE DEMAND PERCEIVED AS POLLUTED PERCEIVED AS EXPENSIVE

STATISTICS

2006: 3.2 million tourist (60% international, 76% business, 4% congress, 20% leisure)

Average stay: 2.18 nights

Visitors prefer 4 star hotels

High seasonality

TOURIST PROFILE AND PERCEPTION

49% 18-34, 38% 35-49, 13% 50+

31% have never visited the city before

High quality accommodations

Public transport is efficient and inexpensive

Taxis are easily available but expensive

Milan is a dynamic metropolis

Communication and signposting is ineffective

Low level of spoken English

Pollution, traffic and lack of green areas

HIGH TOURISM EXPENDITURE

INTERNATIONAL DEMAND

WORD OF MOUTH

HIGH SEASONALITY

HIGH CONCENTRATION ON THE BUSINESS SEGMENT

LOW CONGRESS DEMAND

LOW LEISURE DEMAND

PERCEIVED AS POLLUTED

PERCEIVED AS EXPENSIVE

W S Overview of Tourism in Milan PRODUCT ACCESSIBILITY 3 airports (28 million passengers per year, over 259 cities) AMENITIES Venues: 25,000 delegate capacity ACCOMMODATION 385 hotels (mainly 3 and 4 star hotels) ATTRACTIONS More than 30 museums and 166 theatre Natural and cultural attractions ACTIVITIES Over 80 events and festivals COMPETITION DMOs, CVBs and official web-sites Prices are lower than Milan’s THE EXPO 2015 EASY ACCESSIBILITY LOCAL TRANSPORT HOTEL SUPPLY HERITAGE HUMAN RESOURCE NIGHT TRANSPORT ORGANIZATION AND PROMOTION OF EVENT CALENDAR ACCESSIBILITY FOR PHYSICALLY DISABLED SPOKEN FOREIGN LANGUAGES

ACCESSIBILITY

3 airports (28 million passengers per year, over 259 cities)

AMENITIES

Venues: 25,000 delegate capacity

ACCOMMODATION

385 hotels (mainly 3 and 4 star hotels)

ATTRACTIONS

More than 30 museums and 166 theatre

Natural and cultural attractions

ACTIVITIES

Over 80 events and festivals

COMPETITION

DMOs, CVBs and official web-sites

Prices are lower than Milan’s

THE EXPO 2015

EASY ACCESSIBILITY

LOCAL TRANSPORT

HOTEL SUPPLY

HERITAGE

HUMAN RESOURCE

NIGHT TRANSPORT

ORGANIZATION AND PROMOTION OF EVENT CALENDAR

ACCESSIBILITY FOR PHYSICALLY DISABLED

SPOKEN FOREIGN LANGUAGES

W S Overview of Tourism in Milan MARKETING AND PROMOTION MARKETING PLAN 2008 INTERNATIONAL TALENTS RECOGNITION AS AN INT’L DESTINATION ADVERTISING INITIATIVES INEXISTENCE OF A RECOGNIZED DMO INEXISTENCE OF A CONVENTION BUREAU GENERAL TARGETS INFO POINTS SIGNPOSTING MARKETING Marketing Plan 2008 Five main objectives with related target markets PROMOTION 47,680 tourism publications distributed Promoted by many public and private entities BRAND POSITIONING Milan wants to position itself not just as a fashion and design city

MARKETING PLAN 2008

INTERNATIONAL TALENTS

RECOGNITION AS AN INT’L DESTINATION

ADVERTISING INITIATIVES

INEXISTENCE OF A RECOGNIZED DMO

INEXISTENCE OF A CONVENTION BUREAU

GENERAL TARGETS

INFO POINTS

SIGNPOSTING

MARKETING

Marketing Plan 2008

Five main objectives with related target markets

PROMOTION

47,680 tourism publications distributed

Promoted by many public and private entities

BRAND POSITIONING

Milan wants to position itself not just as a fashion and design city

A C T I O N P L A N Tourism Demand Product Marketing and Promotion

Tourism Demand

Product

Marketing and Promotion

TOURISM DEMAND Action Plan Creation of loyalty customer programs Creation of a Convention Bureau: more bids to host international congresses design of activities for accompanying people communication of events commercializing existing and future structures for congress segments Increase number of congress delegates GOAL OBJECTIVES ACTION/STRATEGIES TOURISM DEMAND: Extend the tourism demand all over the year Increase number of visitors in low months Customize communication towards markets with opposite holiday trends Design of new events during shoulder seasons Creation of new leisure segments Creation of low-cost facilities Creation of leisure events Extension of the average stay Development of packages and day tours in the surrounding area Repeat visitors Creation of new products

Creation of a Convention Bureau:

more bids to host international congresses

design of activities for accompanying people

communication of events

commercializing existing and future structures for congress segments

PRODUCT Action Plan GOAL OBJECTIVES ACTION/STRATEGIES PRODUCT: Increase the attractiveness of the destination and satisfy different markets Development of new products and improvement of existing ones New products: Food and wine tourism Creation of a city card that integrates Milan’s tourism product offer and incentives loyalty program Creation of a city e-guide for visitors Creation of cultural tour packages for this segment: City Bike Milan Increase the number, quality and accessibility of Visitor Information Points Enhancement of the existing events Increase of packaging options by Tour Operators and through online booking homepages on regional, domestic and international level

New products:

Food and wine tourism

Creation of a city card that integrates Milan’s tourism product offer and incentives loyalty program

Creation of a city e-guide for visitors

Creation of cultural tour packages for this segment:

City Bike Milan

Increase the number, quality and accessibility of Visitor Information Points

PRODUCT Action Plan GOAL OBJECTIVES ACTION/STRATEGIES PRODUCT: Increase the attractiveness of the destination and satisfy different markets Improvement of infrastructures Young segments: improvement of night transportation increase low budget accommodation Extension of the public transportation Bicycle path Access for physically disabled Organization of facilities and attractions: signposting of transports and attractions availability of maps and timetables Creation of playgrounds and packaging with other recreational areas nearby

Young segments:

improvement of night transportation

increase low budget accommodation

Organization of facilities and attractions:

signposting of transports and attractions

availability of maps and timetables

PRODUCT Action Plan GOAL OBJECTIVES ACTION/STRATEGIES PRODUCT: Increase the attractiveness of the destination and satisfy different markets Improvement of skills of labor force to enhance the standard of services Give incentives to employees Offer linguistic and service skills courses to improve hospitality quality and cultural understanding. Create specific programs and education training with the main industry and trade groups Create and launch a tourism awareness campaign to illustrate the importance and benefits of tourism. Increase number of residents contracted by tourism Promote tourism and hospitality as a first choice career option

MARKETING AND PROMOTION Action Plan GOAL OBJECTIVES ACTION/STRATEGIES MARKETING AND PROMOTION: Change the perception of Milan as a tourist destination Strengthen positioning in existing markets and identify and reach new target markets Participation in international fairs Printing and delivering promotional materials Partnership with Tour Operators, Travel Agencies, Web-sites Co-marketing with strong national and international entities Cross media marketing (below and above the line) Greater visibility in new markets through sponsorship of events Enhance Milan’s brand Creation of a recognized DMO: provision of communication for community creation of a brand platform (logo, tagline, positioning statement) creative media plan (advertisement, billboards, familiarization trips, editorial articles, printed promotional materials, public relations) communication of events through regular global calendar creation of central and comprehensive website for tourists, connecting the sectors of the tourism system

Creation of a recognized DMO:

provision of communication for community

creation of a brand platform (logo, tagline, positioning statement)

creative media plan (advertisement, billboards, familiarization trips, editorial articles, printed promotional materials, public relations)

communication of events through regular global calendar

creation of central and comprehensive website for tourists, connecting the sectors of the tourism system

E V A L U A T I O N A N D C O N T R O L CUSTOMER SATISFACTION research of potential and existing target markets via electronic questionnaires, surveys and/or databases content analysis of printed press and audio-visual media And other qualitative researches STUDY OF BEST PRACTICES interviews with experts benchmarking on other destinations (Competition) QUANTITATIVE RESEARCHES yearly measurements of number of arrivals, overnights and comparison of GDP analysis of number of participants and visitors in events trend evaluation (present and future situation analyses) constant evaluation of plan and results

CUSTOMER SATISFACTION

research of potential and existing target markets via electronic questionnaires, surveys and/or databases

content analysis of printed press and audio-visual media

And other qualitative researches

STUDY OF BEST PRACTICES

interviews with experts

benchmarking on other destinations (Competition)

QUANTITATIVE RESEARCHES

yearly measurements of number of arrivals, overnights and comparison of GDP

analysis of number of participants and visitors in events

trend evaluation (present and future situation analyses)

constant evaluation of plan and results

C O N C L U S I O N Recognizing the dynamic nature of the tourism industry, the organization in charge of Milan’s tourism should adapt the plan as needed to meet the changing needs and desires of travelers and to create the most impact for the local economy .

Recognizing the dynamic nature of the tourism industry, the organization in charge of Milan’s tourism should adapt the plan as needed to meet the changing needs and desires of travelers and to create the most impact for the local economy .