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FLUSSI TURISTICI in PIEMONTE | Stati Generali del Turismo | Cristina Bergonzo | Langhe e Roero

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Stati Generali del Turismo per il Piemonte
verso la stesura di un Piano Strategico
https://statigenerali.piemonte-turismo.it/

#8 di 8. Langhe e Roero

Flussi turistici e Big Data Analysis della telefonia mobile
Cristina Bergonzo, Responsabile dell’Osservatorio di Destinazione, DMO Piemonte Marketing

#8 di 8. Langhe e Roero

Castello di Grinzane Cavour
Enoteca Regionale Piemontese Cavour
Via Castello, 5
Mercoledì 5 e giovedì 6 settembre 2018

https://statigenerali.piemonte-turismo.it/portfolio-item/langhe-roero/

Published in: Data & Analytics
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FLUSSI TURISTICI in PIEMONTE | Stati Generali del Turismo | Cristina Bergonzo | Langhe e Roero

  1. 1. Flussi turistici in Piemonte Statistiche e Big Data Analysis Cristina Bergonzo Grinzane Cavour (CN), 5 settembre 2018
  2. 2. L’Osservatorio - Chi siamo Cristina Bergonzo Statistica e Marketing per lo sviluppo del turismo in Piemonte Analisi, scenari e reporting Responsabile OTR Marina Caresio Supporto raccolta dati Progetti di coordinamento territoriale e sviluppo Livia Falomo Ingegneria Elaborazione dati e reporting
  3. 3. L’Osservatorio - Cosa facciamo Elaborazione dati statistici Supporto al processo di raccolta dati statistici dei flussi turistici Analisi degli indicatori e redazione Rapporti Statistici Analisi di contesto e scenari a supporto della Programmazione Strategica Regionale Divulgazione e formazione presso gli stakeholder Ricerca e sviluppo e coordinamento territoriale per il turismo in Piemonte
  4. 4. I dati dei flussi turistici • I dati dei flussi turistici sono informazioni fondamentali per • pianificare le strategie territoriali • programmare le attività di marketing e comunicazione • gestire/ripartire i fondi disponibili a sostegno del settore. • I dati sono raccolti nell’ambito della rilevazione ISTAT “Movimenti dei clienti negli esercizi ricettivi” – es. cfr. Circolare n. 5 del 21/02/2014 prot. 3443 • I dati dei flussi turistici sono dati statistici e non possono essere comunicati ad altri uffici per fini diversi, se non in forma aggregata. Fine mese Entro il 10 del mese successivo Entro il 20 del mese successivo Entro il 30 del mese successivo Strutture ricettive Uffici Provinciali Caricamento dati del solo totale mensileFonte: ISTAT I dati richiesti: • Arrivi • Presenti • Partiti Dettaglio: • Paese di provenienza • Dati giornalieri
  5. 5. Ricerca e sviluppo Destinazione vs Prodotto-Esperienze vs Innovazione [Destinazione Torino] [Big Data Analysis 4 Tourism] [Laboratori Thinking Design]
  6. 6. L’Osservatorio – I prodotti 0
  7. 7. L’Osservatorio – I prodotti http://www.sistemapiemonte.it/cms/privati/turismo/servizi/497- osservatorio-del-turismo
  8. 8. Contesto e tendenze Grinzane Cavour, 5 settembre 2018
  9. 9. visitpiemonte.com Contesto nazionale e internazionale Fonte:UNWTO 2017 – A consuntivo gli arrivi internazionali crescono del 7% 2018 – la previsione di crescita internazionale oscilla fra il 4% - 5%
  10. 10. visitpiemonte.com PST 2017 – 2022 - In evidenza Fonte:PainoStrategicodelTurismoItalia2017-2022
  11. 11. visitpiemonte.com PST 2017 – 2022 - In evidenza Fonte:PainoStrategicodelTurismoItalia2017-2022
  12. 12. visitpiemonte.com Superati i 14milioni e 900mila pernottamenti Presenze in crescita: +6,35% Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte 2017 vs 2008: +28,89% 2017 2016: +6,35%vs Provenienza 2017 vs 2016 Italia 4,96% Estero 8,28%
  13. 13. visitpiemonte.com 5milioni e 180mila turisti in Piemonte Arrivi in crescita: +7,42% Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte 2017 vs 2008: +49,01% 2017 2016: +7,42%vs Provenienza 2017 vs 2016 Italia 6,59% Estero 8,82%
  14. 14. visitpiemonte.com Andamento mensile e stagionale Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte • I mesi che registrano una crescita maggiore sono i mesi estivi di giugno e luglio: +22% di arrivi e +24% di presenze a giugno e oltre +9% di arrivi e +13% di presenze a luglio. • L’estate attira oltre il 60% dei flussi turistici. • Gli arrivi crescono similmente nei due semestri, mentre i pernottamenti crescono di più nella seconda metà dell’anno.
  15. 15. visitpiemonte.com I principali mercati Italia, Germania, BeNeLux, Francia e Svizzera • La ripartizione delle presenze risulta pari a: 57% mercato italiano e 43% mercato straniero. • La Germania è sempre il primo mercato estero e vale circa il 24% del totale estero. • A seguire BeNeLux e Francia con quota pari a 13% e 12% rispettivamente. Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  16. 16. visitpiemonte.com Andamenti dei mercati A livello regionale crescono i mercati tradizionali: Germania, Francia e Scandinavia Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte • Germania +10,8% arrivi e +13,7% presenze • Francia +13,6% arrivi e 13,2% presenze; • Scandinavia 11,1% arrivi e 10,2% presenze; • Svizzera +9,9% di arrivi e +9,4% di presenze), • Regno Unito +6,4% di arrivi e +9,8% di presenze); BeNeLux +2,7% di arrivi e +6,6% di presenze).
  17. 17. visitpiemonte.com Andamento del mercato Italia Crescono i pernottamenti da quasi tutte le altre regioni Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  18. 18. visitpiemonte.com Andamento del mercato Italia Crescono gli arrivi da tutte le regioni italiane Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  19. 19. visitpiemonte.com Colline Confermano la loro posizione e la loro quota estera Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte • Aumentano gli arrivi (+4,96%) e le presenze (+6,35%) superando 825mila arrivi e 1milione e 877mila pernottamenti. • La componente estera traina la crescita (+10,14% e +11,99% di arrivi e presenze rispettivamente). • Il mercato estero vale oltre il 52% delle presenze totali. • Gli arrivi dall’estero rappresentano circa il 48% del totale.
  20. 20. visitpiemonte.com Colline Cresce ancora l’internazionalizzazione Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte I primi tre mercati esteri del 2017 si riconfermano • Svizzera: 172.179 presenze • Germania: 157.331 presenze • BeNeLux: 125.717 presenze In crescita i pernottamenti di tutti i principali mercati europei • Svizzera: +4,46% di presenze • Germania: +7,34% di presenze • BeNeLux: +11,74% di presenze • Scandinavia: +23,10% di presenze • Francia: +7,86% di presenze • USA: +26,50% di presenze In flessione il mercato Regno Unito: circa -1,14% di presenze 172.179 157.331 125.717 172.179 157.331 125.717
  21. 21. visitpiemonte.com Focus ATL Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  22. 22. visitpiemonte.com Focus ATL Langhe e Roero Andamento dei flussi turistici Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte 2017 vs 2008: +60,2% 2017 2016: +6,0%vs 2017 vs 2008: +67,9% 2017 2016: +7,2%vs
  23. 23. visitpiemonte.com Focus ATL Langhe e Roero Andamento dei flussi turistici Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte Provenienza Italia/Estero Arrivi Presenze Arrivi Presenze Arrivi Presenze Italia 151.650 285.529 159.991 288.373 5,5% 1,0% Estero 164.169 421.891 178.456 461.744 8,7% 9,4% Totale Complessivo 315.819 707.420 338.447 750.117 7,2% 6,0% 2016 2017 2017 vs 2016 ATL delle Langhe e del Roero
  24. 24. visitpiemonte.com Focus ATL Langhe e Roero Andamento mensile Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  25. 25. visitpiemonte.com Focus ATL Langhe e Roero Mercati principali - Presenze Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  26. 26. visitpiemonte.com Focus ATL Langhe e Roero Mercati principali - Arrivi Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  27. 27. visitpiemonte.com Focus ATL Langhe e Roero Andamento mercati internazionali Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte Paesi di provenienza Arrivi Presenze Arrivi Presenze Arrivi Presenze Svizzera e Liechtenstein 41.692 91.884 43.084 95.870 3,3% 4,3% Germania 24.673 77.287 25.928 84.032 5,1% 8,7% USA 12.224 30.901 13.346 36.049 9,2% 16,7% Francia 13.713 27.191 15.122 30.413 10,3% 11,8% Paesi Bassi 7.662 23.861 7.857 24.303 2,5% 1,9% Belgio 6.370 20.373 6.792 22.188 6,6% 8,9% Danimarca 5.435 16.224 6.024 18.498 10,8% 14,0% Regno Unito 7.187 17.450 7.255 16.422 0,9% -5,9% Svezia 5.068 11.618 6.278 15.069 23,9% 29,7% Norvegia 5.751 15.283 5.688 14.585 -1,1% -4,6% Austria 4.429 12.357 5.228 13.635 18,0% 10,3% 2016 2017 2017 vs 2018 ATL delle Langhe e del Roero
  28. 28. visitpiemonte.com Focus ATL Langhe e Roero Andamento mercati internazionali Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  29. 29. visitpiemonte.com Focus ATL Langhe e Roero Andamento mercato internazionale Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte
  30. 30. visitpiemonte.com Focus ATL Langhe e Roero Fonte:elaborazioneOsservatorioTuristicoRegionalesubasedatiTURFdellaRegionePiemonte Qualifica 2008 2016 2017 Albergo 84 90 92 Campeggio 3 3 2 Villaggio Turistico 1 1 1 Casa per Ferie 6 8 7 Ostello per la gioventu 2 2 2 Rifugio Escursionistico 2 1 2 Agriturismo 192 241 243 Affittacamere 146 184 201 CAV - Residence 39 69 73 Bed & Breakfast 106 160 175 Alloggi Vacanze 20 29 Totale 581 779 827 Strutture ricettive Qualifica 2008 2016 2017 Albergo 3.727 4.402 4.623 Campeggio 220 220 160 Villaggio Turistico 240 240 240 Casa per Ferie 267 304 292 Ostello per la gioventu 30 30 25 Rifugio Escursionistico 60 16 70 Agriturismo 2.345 3.007 3.040 Affittacamere 1.315 1.669 1.791 CAV - Residence 706 1.139 1.160 Bed & Breakfast 497 752 832 Alloggi Vacanze 142 185 Totale 9.407 11.921 12.418 Posti letto
  31. 31. Big Data Analysis 4 Tourism in Piemonte - Premessa L’analisi si basa su dati dalla rete di Vodafone Italia per il periodo 01/01/2017 – 31/12/2017. Nel totale rispetto della normativa sulla privacy e la protezione dei dati personali, i dati utilizzati sono anonimi e aggregati. Le informazioni utilizzate riguardano esclusivamente il movimento aggregato sulla rete: nessuna informazione utilizzata è associabile, direttamente, indirettamente o in qualsiasi altro modo a nessun utilizzatore della rete. Per motivi di privacy, tutte le classificazione che si attestano al di sotto delle 30 unità per il periodo e l‘area considerati, vengono raggruppati in una categoria “altro”, senza quindi fornire ulteriori specifiche. Utilizzando algoritmi brevettati che permettono di elaborare stime del numero di utenti complessivi in un territorio (non solo della propria rete mobile), si possono analizzare gli andamenti delle presenze dei visitatori italiani e stranieri. Fonte:BigData4TourisminPiemontesubasedatiVodafone
  32. 32. visitpiemonte.com Presenze italiani in Piemonte Fonte:BigData4TourisminPiemontesubasedatiVodafone
  33. 33. visitpiemonte.com Presenze italiani NON residenti in Piemonte Fonte:BigData4TourisminPiemontesubasedatiVodafone
  34. 34. visitpiemonte.com Presenze italiani NON residenti in Piemonte – Alba Bra Langhe e Roero Fonte:BigData4TourisminPiemontesubasedatiVodafone
  35. 35. visitpiemonte.com Presenze stranieri in Piemonte Fonte:BigData4TourisminPiemontesubasedatiVodafone
  36. 36. visitpiemonte.com Tedeschi in Piemonte Fonte:BigData4TourisminPiemontesubasedatiVodafone
  37. 37. visitpiemonte.com Francesi in Piemonte Fonte:BigData4TourisminPiemontesubasedatiVodafone
  38. 38. visitpiemonte.com Svizzeri in Piemonte Fonte:BigData4TourisminPiemontesubasedatiVodafone
  39. 39. visitpiemonte.com Presenze stranieri Alba Bra Langhe e Roero Fonte:BigData4TourisminPiemontesubasedatiVodafone
  40. 40. visitpiemonte.com Stati Generali del Turismo www.statigenerali.piemonte-turismo.it

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