Project “From Saint Lazar to Ararat”                                              ARMENIA – ITALIA                  Touris...
“FROM SAINT LAZAR TO ARARAT”      A PROJECT TO FOSTER TOURISM       BETWEEN ITALIA AND ARMENIA             MEETINGS IN ITA...
“FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM  BETWEEN ITALIA AND ARMENIA          ITALIAN GUIDEBOOK TO ARMENIA...
“FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM  BETWEEN ITALIA AND ARMENIA          RESEARCH ON ARMENIAN TOURISM...
INTERNATIONAL TOURIST FLOWS TO ARMENIA                  2001-2011800,000                                                  ...
ITALIAN TOURIST FLOWS TO ARMENIA                     2001-201114,000                                                      ...
INTERNATIONAL TOURIST FLOWS TO VENICE       Tourist flows by origin       2010, tourist arrivals and nights, average      ...
VISITORS TO ARMENIA STAYING IN HOTELS                   VISITORS STAYING IN HOTELSVISITORS                    2009        ...
VISITORS TO ARMENIA STAYING IN HOTELS
ACCOMMODATION            IN ARMENIA     SURFACE: 29,740 SQ. KM     POPULATION: 3,200,000              HOTELS AND          ...
ACCOMMODATION            PROVINCE OF VENICE            SURFACE: 2,466 SQ. KM             POPULATION: 863,000              ...
ITALIA    ARMENIAOVER 50 ITALIAN TOUR OPERATORS    SELL TOURS TO ARMENIA
ITALIA    ARMENIATHE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA              IN THEIR BROCHURES
DIRECT AIR CONNECTIONS             ARMAVIA        DIRECT FLIGHTS FROM ROME, MILAN AND VENICE TO YEREVAN     AIR ITALY-MERI...
NON DIRECT AIR CONNECTIONSFLIGHTS VIA A EUROPEAN STOPOVER
ITALY AS A SOURCE MARKET TO BE DEVELOPED   ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN             SOURCE MARKETS TO ARME...
ITALY AS A SOURCE MARKET TO BE DEVELOPED          INCREASING NUMBER OF ARRIVALS INCREASING NUMBER OF PASSENGERS FOR EXISTI...
WHY ITALIAN TOUR OPERATORS SELL ARMENIA:☺ RICH CULTURAL AND HISTORICAL HERITAGE☺ CRADDLE OF CHRISTIANITY☺ SAFE AND STABLE ...
MAIN TOUR PACKAGES TO ARMENIA:1. CULTURAL TOURS / ARCHAEOLOGICAL TOURS:  UNESCO SITES, HISTORY, SILK ROAD, ARCHAEOLOGY, ET...
CULTURAL AND RELIGIOUS TOURS TO ARMENIA:1. 7-8 DAYS TRAVEL PACKAGES MOSTLY BASED ON THE SAME   ITINERARIES (MONASTERIES & ...
TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED: CULTURAL TOURS: ITALY’S OUTGOING MARKET: 24 MIL. ITALIANS / 20.4 BILLION EUROS I...
TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED: ADVENTURE / SPORTS TOURISM: ROCK CLIMBING, RAFTING, CANYONING, KAYAK, ORIENTEERI...
SEGMENTATION OF ITALIAN VISITORS TO ARMENIA “TRAVELLERS”: AGE 45-64 YEARS AND OVER, INTERESTED IN HISTORY AND CULTURE, PER...
SEGMENTATION OF ITALIAN VISITORS TO ARMENIA “YOUNG AND WILD”: BIG UNEXPLORED POTENTIAL OF VISITORS INTERESTED IN NATURE, A...
IMPROVING THE TOURIST EXPERIENCEINFRASTRACTURES: ROADS, RAILWAYS, REST AREASACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURIS...
IMPROVING MARKET REGULATIONSCA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESSLICENCE, INSURANCE, EDUCATION, EXPERIEN...
IMPROVING PROFESSIONAL TRAININGEDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTESSHOULD COOPERATE TO DEFINE EFFICIENT ST...
DESTINATION MANAGEMENTDMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORSSHOULD GET TOGETHER TO MANAGE, PROMOTE AND SE...
DESTINATION MARKETING BASICSDESTINATION BRANDING: CREATE A POWERFUL IMAGE ANDIMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENI...
DESTINATION MARKETING CHANNELSTRAVEL TRADE: TOUR OPERATORS VS. TRAVEL AGENTS, OLTA,ONLINE TRAINING COURSES, EDUCTOURS, MAT...
DESTINATION MARKETING & PR ACTIVITIESWEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM,EMAIL MARKETING), SOCIAL MEDIA M...
PRICES AND MARGINS7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKA...
THANK YOU FOR YOUR ATTENTION
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Armenia-Italia Tourism Development Opportunities

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Armenia-Italia Tourism Development Opportunities

  1. 1. Project “From Saint Lazar to Ararat” ARMENIA – ITALIA Tourism Development Opportunities Nadia Pasqual Yerevan 30 March 2012Camera di Commercio di Venezia Partner ufficiale 2009 della Camera diSistema Qualità Certificato Commercio di Venezia
  2. 2. “FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM BETWEEN ITALIA AND ARMENIA MEETINGS IN ITALY:WORKSHOP FOR ARMENIAN-ITALIAN TOUR OPERATORS VENICE, 4TH OCTOBER 2011 IN ARMENIA: CONFERENCE ON ARMENIAN-ITALIAN TOURISM YEREVAN, 30TH MARCH 2012
  3. 3. “FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM BETWEEN ITALIA AND ARMENIA ITALIAN GUIDEBOOK TO ARMENIA -COUNTRY PROFILE -TOURIST ATTRACTIONS -WHAT TO SEE, WHAT TO DO -ARMENIAN ROUTES IN VENICE -TOURIST INFORMATION -PRACTICAL INFORMATION
  4. 4. “FROM SAINT LAZAR TO ARARAT” A PROJECT TO FOSTER TOURISM BETWEEN ITALIA AND ARMENIA RESEARCH ON ARMENIAN TOURISM -TOURISM INDUSTRY OVERVIEW -TOURIST FLOWS AND DATA -TOURIST OFFER AND PRODUCTS -LONG TERM DEVELOPMENT CAPACITY -VISITORS SEGMENTATION -DISTRIBUTION CHANNELS PROMOTION -COST ANALYISIS OF TRAVEL PACKAGES
  5. 5. INTERNATIONAL TOURIST FLOWS TO ARMENIA 2001-2011800,000 757,935 687,222700,000600,000 575,281 558,443 510,287500,000 381,563400,000 Total Arrivals 318,563300,000 262,959 206,094200,000 162,089 123,262100,000 0,000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  6. 6. ITALIAN TOURIST FLOWS TO ARMENIA 2001-201114,000 13,244 12,00812,000 10,12510,000 8,970 8,009 8,000 6,480 Arrivals from Italy 6,000 5,244 4,189 4,000 2,840 1,750 2,000 1,275 0,000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
  7. 7. INTERNATIONAL TOURIST FLOWS TO VENICE Tourist flows by origin 2010, tourist arrivals and nights, average stay Arrivals Italy 2,091,596 Foreign 5,455,718 TOTAL 7,547,314 Nights Italy 11,148,607 Foreign 22,251,451 TOTAL 33,400,058 Average stay (days) Italy 5.3 Foreign 4.1 TOTAL 4.4
  8. 8. VISITORS TO ARMENIA STAYING IN HOTELS VISITORS STAYING IN HOTELSVISITORS 2009 2010 2011TOT. INTERNATIONAL 575.281 687.222 757.935ARRIVALSTOT. VISITORS STAYING 65.638 70.209 124.113IN HOTELS (11,40%) (10,21%) (16,37%)EUROPEAN VISITORS 24.351 21.975 47.783STAYING IN HOTELS (37.1%) (31.3%) (38,5%)ITALIAN VISITORS 8.401 (12,8%) 8.425 7.659STAYING IN HOTEL (12%) (6,2%)
  9. 9. VISITORS TO ARMENIA STAYING IN HOTELS
  10. 10. ACCOMMODATION IN ARMENIA SURFACE: 29,740 SQ. KM POPULATION: 3,200,000 HOTELS AND BEDS GUESTHOUSESYEREVAN 73 3,817REGIONS 127 8,415 TOTAL 200 12,232
  11. 11. ACCOMMODATION PROVINCE OF VENICE SURFACE: 2,466 SQ. KM POPULATION: 863,000 ESTABLISHMENTS BEDS HOTELS 1,197 94,279 OTHER 27,446 270,230ESTABLISHMENTS TOTAL 28,643 364,509
  12. 12. ITALIA ARMENIAOVER 50 ITALIAN TOUR OPERATORS SELL TOURS TO ARMENIA
  13. 13. ITALIA ARMENIATHE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA IN THEIR BROCHURES
  14. 14. DIRECT AIR CONNECTIONS ARMAVIA DIRECT FLIGHTS FROM ROME, MILAN AND VENICE TO YEREVAN AIR ITALY-MERIDIANA FLYDIRECT FLIGHTS FROM ROME TO YEREVAN
  15. 15. NON DIRECT AIR CONNECTIONSFLIGHTS VIA A EUROPEAN STOPOVER
  16. 16. ITALY AS A SOURCE MARKET TO BE DEVELOPED ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN SOURCE MARKETS TO ARMENIAARMENIA PERCEIVED AS A SAFE ALTERNATIVE DESTINATION TO NORTHERN-AFRICA/MIDDLE-EAST COUNTRIES PRICES OF LOCAL LAND SERVICES STILL ALLOW FAIR EARNING MARGINS TO ITALIAN TOUR OPERATORSVERY HIGH SATISFACTION RATE AMONG ITALIAN VISITORS: ALMOST NO COMPLAINTS ARMENIA IS PERCEIVED AS A “NEW” DESTINATION: BIG POTENTIAL FOR MORE ITALIAN VISITORS TO ARMENIA
  17. 17. ITALY AS A SOURCE MARKET TO BE DEVELOPED INCREASING NUMBER OF ARRIVALS INCREASING NUMBER OF PASSENGERS FOR EXISTING TOs NEW POTENTIAL TOs TO SELL ARMENIA NEW TARGETS OF TOURISTS NEW PRODUCTS / OFFER DIVERSIFICATION BETTER SERVICE QUALITY PRICE AWARENESS
  18. 18. WHY ITALIAN TOUR OPERATORS SELL ARMENIA:☺ RICH CULTURAL AND HISTORICAL HERITAGE☺ CRADDLE OF CHRISTIANITY☺ SAFE AND STABLE COUNTRY☺ ABOUT 4-5 HOURS FROM ITALY (DIRECT/NON-DIRECT FLIGHTS)☺ GOOD LAND SERVICES BY ARMENIAN TOUR OPERATORS☺ FAIRLY GOOD RANGE OF HOTELS 3-4 STARS☺ VALUE FOR MONEY☺ NO COMPLAINTS FROM CUSTOMERS☺ FRIENDLY ARMENIAN PEOPLE☺ ASTONISHING NATURAL SCENERY
  19. 19. MAIN TOUR PACKAGES TO ARMENIA:1. CULTURAL TOURS / ARCHAEOLOGICAL TOURS: UNESCO SITES, HISTORY, SILK ROAD, ARCHAEOLOGY, ETC. DISTRIBUTED THROUGH GENERALIST TOUR OPERATORS, TRAVEL AGENCIES, CULTURAL ASSOCIATIONS2. SPIRITUAL AND RELIGIOUS TOURS: CHRISTIANITY, MONATERIES, CHURCHES, ETC. DISTRIBUTED THROUGH SPECIALIZED TOUR OPERATORS, TRAVEL AGENCIES, RELIGIOUS CONGREGATIONS, PARISHES AND ASSOCIATIONS
  20. 20. CULTURAL AND RELIGIOUS TOURS TO ARMENIA:1. 7-8 DAYS TRAVEL PACKAGES MOSTLY BASED ON THE SAME ITINERARIES (MONASTERIES & CHURCHES)2. 3/4 STAR HOTELS IN YEREVAN, MAX. 1/2 NIGHTS IN THE REGIONS =1. LITTLE DIVERSIFICATION OF PRODUCTS AND TARGETS!2. FEW EVENTS AND ACTIVITIES FOR VISITORS! (WINE TASTING, COOKING LESSONS, MEETING LOCALS, STAYING/DINNER WITH A FAMILY, SHOWS, DUDUK CLASSES, CERAMICS, ETC.) AUTHENTICITY AND DIVERSIFICATION VS. GLOBALIZATION!
  21. 21. TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED: CULTURAL TOURS: ITALY’S OUTGOING MARKET: 24 MIL. ITALIANS / 20.4 BILLION EUROS IN 2011 PRODUCT DIVERSIFICATION / NEW TARGETS: FAMILIES, COUPLES, YOUNG PEOPLE, LUXURY, SPECIAL EVENTS, SHORT BREAKS, FLY&DRIVE, ETC. SPIRITUAL AND RELIGIOUS TOURS: 300 MIL. TOURISTS IN THE WORLD, 18 BIL. EUROS/YEAR 40 MIL. ITALIAN TOURISTS, 4,5 BIL. EUROS/YEAR PRODUCT DIVERSIFICATION / NEW TARGETS: XMAS/EASTER HOLIDAYS, FAMILIES, PEOPLE 40/50 YEARS, SPECIAL EVENTS, SPECIAL ITINERARIES, ETC.
  22. 22. TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED: ADVENTURE / SPORTS TOURISM: ROCK CLIMBING, RAFTING, CANYONING, KAYAK, ORIENTEERING, SKIING/SNOWBOARDING, HORSE RIDING, FISHING, ETC. NATURE AND OUTDOORS: TREKKING AND HIKING, BOTANICAL TOURS, BIRD WATCHING TOURS, FARM HOLIDAYS, CAMPING, ETC. MICE: MEETINGS, INCENTIVES, CONGRESSES AND EVENTS SPAS AND WELL BEING: JERMUK, SEVAN, DILIJAN, ETC. FOOD&WINE: WINE TASTING, GRAPE HARVEST, COOKING LESSONS, MEETING LOCALS, DINNER WITH A FAMILY, ETC.
  23. 23. SEGMENTATION OF ITALIAN VISITORS TO ARMENIA “TRAVELLERS”: AGE 45-64 YEARS AND OVER, INTERESTED IN HISTORY AND CULTURE, PERCEIVE ARMENIA AS A “NEW” DESTINATION, PREFER CULTURAL/COMBINED TOURS “BELIEVERS”: CHRISTIAN VISITORS, 45-64 YEARS AND OVER, INTERESTED IN ARMENIA AS CRADLE OF CHRISTIANITY, PREFER RELIGIOUS TOURS AND PILGRIMAGES. INDEPENDENT TOURISTS: AGE 35-44 YEARS, ORGANIZE TOURS BY THEMSELVES, INTERESTED IN ARMENIA AS A “GENUINE” AUTHENTIC COUNTRY, THEY PREFER OFF THE BEATEN TRACK ITINERARIES, FLY&DRIVE, B&Bs, CAMPING, SUSTAINABLE TOURISM, ETC.
  24. 24. SEGMENTATION OF ITALIAN VISITORS TO ARMENIA “YOUNG AND WILD”: BIG UNEXPLORED POTENTIAL OF VISITORS INTERESTED IN NATURE, ADVENTURE, ECOTOURISM, ACTIVE HOLIDAYS (MOUNTAINS, TREKKING, HIKING, SKIING, HUNTING, FISHING, ETC). AGE BRACKETS: MOSTLY 45-64 YEARS AND OVER. THE SEGMENT 35-44 YEARS IS RAPIDLY INCREASING AS THE IMAGE OF ARMENIA SPREADS AS A NEW DESTINATION WITH AN EXOTIC APPEAL ORIGIN AREAS: MOSTLY FROM NORTHERN ITALY (PIEDMONT, LOMBARDY, VENETO) AND CENTRAL ITALY (TUSCANY, ROME AREA).
  25. 25. IMPROVING THE TOURIST EXPERIENCEINFRASTRACTURES: ROADS, RAILWAYS, REST AREASACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURISTSIGNS, TOURIST INFORMATION, VISITORS CENTERS,INFORMATION MATERIALS, GUIDED VISITS ON THE SPOTSSHOPPING AND MEMORIES: MORE SHOPPINGCHANCES AT TOURIST ATTRACTIONS AND MUSEUMSSERVICE: IMPROVE QUALITY OF SERVICE/CUSTOMER CAREAT RESTAURANTS, HOTELS, TOURIST ATTRACTIONS,MUSEUMS, ETC.
  26. 26. IMPROVING MARKET REGULATIONSCA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESSLICENCE, INSURANCE, EDUCATION, EXPERIENCE, ETC.STANDARDIZATION OF PROCEDURES: STANDARD AGREEMENTFORMS, BOOKING FORMS, TECHNICAL INFORMATION, ETC.ACCOMMODATION: OFFICIAL CLASSIFICATION OF HOTELS, B&BSAND OTHER ESTABLISHMENTS SHOULD BECOME MANDATORYTOURIST GUIDES: NEED FOR MORE ITALIAN SPEAKING GUIDES
  27. 27. IMPROVING PROFESSIONAL TRAININGEDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTESSHOULD COOPERATE TO DEFINE EFFICIENT STUDY PROGRAMSVOCATIONAL COURSES FOR STAFF: TOUR OPERATOR/TRAVELAGENTS, PRODUCT MANAGERS, HOTEL RECEPTIONISTS, WAITINGSTAFF, ETC.EXECUTIVE COURSES: MICE, PCO, HOTEL MANAGEMENT, WELLBEING/SPAS MANAGEMENT, MARKETING&COMMUNICATIONS,WEB MARKETING AND SOCIAL MEDIA, ETC.TOURIST GUIDES: NEED FOR MORE GUIDES TRAINED TOINTERNATIONAL STANDARDS
  28. 28. DESTINATION MANAGEMENTDMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORSSHOULD GET TOGETHER TO MANAGE, PROMOTE AND SELL THEDESTINATION JOINTLY. PROMOTION MUST GO TOGETHER WITHTHE OFFER OF TRAVEL PACKAGES AND PRODUCTSTRADE ASSOCIATIONS: TOUR OPERATORS, TRAVEL AGENTS,HOTELS, GUIDES, MEETING INDUSTRY, AIRLINES, RESTAURANTS,ETC. SHOULD BE MORE REPRESENTATIVE AND INFLUENCETOURISM POLICIESBRANCH OFFICES: TOURIST INFORMATION OFFICES ANDMARKETING & PR STAFF IN THE MAIN SOURCE MARKETS
  29. 29. DESTINATION MARKETING BASICSDESTINATION BRANDING: CREATE A POWERFUL IMAGE ANDIMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENIA TO BEDIFFUSED THROUGH ONLINE E OFFLINE MEDIARESEARCH AND DATA: INDUSTRY SURVEYS, ARRIVALS SURVEYS,STATISTICS, RESEARCH ON SPECIFIC PRODUCTS/TARGETS, ETC.DEVELOPMENT PLAN: MEDIUM AND LONG TERM PROGRAMS,INVESTMENTS, BUDGET, INFRASTRACTURE, ETC.MARKETING PLAN: ANNUAL GENERAL PLAN WITH SPECIFICACTIONS FOR EACH MAIN TARGET MARKET, INVESTMENTS,ACTIVITIES, BUDGET, ETC.
  30. 30. DESTINATION MARKETING CHANNELSTRAVEL TRADE: TOUR OPERATORS VS. TRAVEL AGENTS, OLTA,ONLINE TRAINING COURSES, EDUCTOURS, MATERIALS, ETC.AUDIENCE OF TOURISTS: GUERILLA AND VIRAL MARKETING,EVENTS, INFORMATION, ADVERTISING, SOCIAL MEDIA,MATERIALS, ETC.PRESS AND WEB: JOURNALISTS, BLOGGERS, TRAVEL PORTALS,SOCIAL MEDIA, TESTIMONIALS, PRESS TRIPS, PRESS KITS
  31. 31. DESTINATION MARKETING & PR ACTIVITIESWEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM,EMAIL MARKETING), SOCIAL MEDIA MARKETING AND CONTENTMANAGEMENT, ONLINE BRANDING AND DIGITAL PRCOMMUNICATIONS AND PR ACTIVITIES: EVENTS, ROADSHOWS,TRADE FAIRS, ONLINE TRAINING COURSES, ADVERTISING, PRESSOFFICE, FAM AND PRESS TRIPS, PROMOTIONAL MATERIALS, ETC.CO-MARKETING ACTIVITIES: PROMOTIONAL ACTIVITIES /COMMUNICATION AND EVENTS TO BE ORGANIZED INCOOPERATION WITH THE PRIVATE SECTOR IN ARMENIA / ITALY
  32. 32. PRICES AND MARGINS7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKAGEFLIGHTS ITALIA-ARMENIA: EURO 400-600 TAXES INCLUDEDFINAL PRICE TO ITALIAN TOURISTS: EURO 1,300-1,600AIR TAXES, BOOKING FEES, VISA USUALLY EXCLUDEDPRICES FOR TOUR OPERATORS VS. TRAVEL AGENCIESTOs COMMISSIONS FOR TRAVEL AGENCIES: 10-12% ARMENIA MUST BE AWARE OF COMPETITORS!
  33. 33. THANK YOU FOR YOUR ATTENTION

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