1.
Project “From Saint Lazar to Ararat”
ARMENIA – ITALIA
Tourism Development Opportunities
Nadia Pasqual
Yerevan
30 March 2012
Camera di Commercio di Venezia Partner ufficiale 2009 della Camera di
Sistema Qualità Certificato Commercio di Venezia

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.
“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.
“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.
INTERNATIONAL TOURIST FLOWS TO ARMENIA
2001-2011
800,000 757,935
687,222
700,000
600,000 575,281
558,443
510,287
500,000
381,563
400,000 Total Arrivals
318,563
300,000 262,959
206,094
200,000 162,089
123,262
100,000
0,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

6.
ITALIAN TOURIST FLOWS TO ARMENIA
2001-2011
14,000 13,244
12,008
12,000
10,125
10,000
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.
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.
VISITORS TO ARMENIA STAYING IN HOTELS
VISITORS STAYING IN HOTELS
VISITORS 2009 2010 2011
TOT. INTERNATIONAL 575.281 687.222 757.935
ARRIVALS
TOT. VISITORS STAYING 65.638 70.209 124.113
IN HOTELS (11,40%) (10,21%) (16,37%)
EUROPEAN VISITORS 24.351 21.975 47.783
STAYING IN HOTELS (37.1%) (31.3%) (38,5%)
ITALIAN VISITORS 8.401 (12,8%) 8.425 7.659
STAYING IN HOTEL (12%) (6,2%)

9.
VISITORS TO ARMENIA STAYING IN HOTELS

10.
ACCOMMODATION
IN ARMENIA
SURFACE: 29,740 SQ. KM
POPULATION: 3,200,000
HOTELS AND
BEDS
GUESTHOUSES
YEREVAN 73 3,817
REGIONS 127 8,415
TOTAL 200 12,232

11.
ACCOMMODATION
PROVINCE OF VENICE
SURFACE: 2,466 SQ. KM
POPULATION: 863,000
ESTABLISHMENTS BEDS
HOTELS 1,197 94,279
OTHER 27,446 270,230
ESTABLISHMENTS
TOTAL 28,643 364,509

12.
ITALIA ARMENIA
OVER 50 ITALIAN TOUR OPERATORS
SELL TOURS TO ARMENIA

13.
ITALIA ARMENIA
THE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA
IN THEIR BROCHURES

14.
DIRECT AIR CONNECTIONS
ARMAVIA
DIRECT FLIGHTS FROM
ROME, MILAN AND VENICE TO YEREVAN
AIR ITALY-MERIDIANA FLY
DIRECT FLIGHTS FROM ROME TO YEREVAN

15.
NON DIRECT AIR CONNECTIONS
FLIGHTS VIA A EUROPEAN STOPOVER

16.
ITALY AS A SOURCE MARKET TO BE DEVELOPED
ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN
SOURCE MARKETS TO ARMENIA
ARMENIA 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 OPERATORS
VERY 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.
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.
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.
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 ASSOCIATIONS
2. SPIRITUAL AND RELIGIOUS TOURS:
CHRISTIANITY, MONATERIES, CHURCHES, ETC.
DISTRIBUTED THROUGH SPECIALIZED TOUR OPERATORS,
TRAVEL AGENCIES, RELIGIOUS CONGREGATIONS,
PARISHES AND ASSOCIATIONS

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.
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.
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.
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.
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.
IMPROVING THE TOURIST EXPERIENCE
INFRASTRACTURES: ROADS, RAILWAYS, REST AREAS
ACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURIST
SIGNS, TOURIST INFORMATION, VISITORS CENTERS,
INFORMATION MATERIALS, GUIDED VISITS ON THE SPOTS
SHOPPING AND MEMORIES: MORE SHOPPING
CHANCES AT TOURIST ATTRACTIONS AND MUSEUMS
SERVICE: IMPROVE QUALITY OF SERVICE/CUSTOMER CARE
AT RESTAURANTS, HOTELS, TOURIST ATTRACTIONS,
MUSEUMS, ETC.

26.
IMPROVING MARKET REGULATIONS
CA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESS
LICENCE, INSURANCE, EDUCATION, EXPERIENCE, ETC.
STANDARDIZATION OF PROCEDURES: STANDARD AGREEMENT
FORMS, BOOKING FORMS, TECHNICAL INFORMATION, ETC.
ACCOMMODATION: OFFICIAL CLASSIFICATION OF HOTELS, B&BS
AND OTHER ESTABLISHMENTS SHOULD BECOME MANDATORY
TOURIST GUIDES: NEED FOR MORE ITALIAN SPEAKING GUIDES

27.
IMPROVING PROFESSIONAL TRAINING
EDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTES
SHOULD COOPERATE TO DEFINE EFFICIENT STUDY PROGRAMS
VOCATIONAL COURSES FOR STAFF: TOUR OPERATOR/TRAVEL
AGENTS, PRODUCT MANAGERS, HOTEL RECEPTIONISTS, WAITING
STAFF, ETC.
EXECUTIVE COURSES: MICE, PCO, HOTEL MANAGEMENT, WELL
BEING/SPAS MANAGEMENT, MARKETING&COMMUNICATIONS,
WEB MARKETING AND SOCIAL MEDIA, ETC.
TOURIST GUIDES: NEED FOR MORE GUIDES TRAINED TO
INTERNATIONAL STANDARDS

28.
DESTINATION MANAGEMENT
DMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORS
SHOULD GET TOGETHER TO MANAGE, PROMOTE AND SELL THE
DESTINATION JOINTLY. PROMOTION MUST GO TOGETHER WITH
THE OFFER OF TRAVEL PACKAGES AND PRODUCTS
TRADE ASSOCIATIONS: TOUR OPERATORS, TRAVEL AGENTS,
HOTELS, GUIDES, MEETING INDUSTRY, AIRLINES, RESTAURANTS,
ETC. SHOULD BE MORE REPRESENTATIVE AND INFLUENCE
TOURISM POLICIES
BRANCH OFFICES: TOURIST INFORMATION OFFICES AND
MARKETING & PR STAFF IN THE MAIN SOURCE MARKETS

29.
DESTINATION MARKETING BASICS
DESTINATION BRANDING: CREATE A POWERFUL IMAGE AND
IMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENIA TO BE
DIFFUSED THROUGH ONLINE E OFFLINE MEDIA
RESEARCH 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 SPECIFIC
ACTIONS FOR EACH MAIN TARGET MARKET, INVESTMENTS,
ACTIVITIES, BUDGET, ETC.

30.
DESTINATION MARKETING CHANNELS
TRAVEL 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.
DESTINATION MARKETING & PR ACTIVITIES
WEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM,
EMAIL MARKETING), SOCIAL MEDIA MARKETING AND CONTENT
MANAGEMENT, ONLINE BRANDING AND DIGITAL PR
COMMUNICATIONS AND PR ACTIVITIES: EVENTS, ROADSHOWS,
TRADE FAIRS, ONLINE TRAINING COURSES, ADVERTISING, PRESS
OFFICE, FAM AND PRESS TRIPS, PROMOTIONAL MATERIALS, ETC.
CO-MARKETING ACTIVITIES: PROMOTIONAL ACTIVITIES /
COMMUNICATION AND EVENTS TO BE ORGANIZED IN
COOPERATION WITH THE PRIVATE SECTOR IN ARMENIA / ITALY

32.
PRICES AND MARGINS
7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800
HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKAGE
FLIGHTS ITALIA-ARMENIA: EURO 400-600 TAXES INCLUDED
FINAL PRICE TO ITALIAN TOURISTS: EURO 1,300-1,600
AIR TAXES, BOOKING FEES, VISA USUALLY EXCLUDED
PRICES FOR TOUR OPERATORS VS. TRAVEL AGENCIES
TOs COMMISSIONS FOR TRAVEL AGENCIES: 10-12%
ARMENIA MUST BE AWARE OF COMPETITORS!

33.
THANK YOU FOR YOUR ATTENTION