Our presentation from The Tourism department in Rome on May 13, 15 during the Stockton University HTMS study tour.

1. 13 May 2015
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

2. Promoting tourism
Studying a global brand, above all from the economic and political angle.
One factor that undeniably influences the tourism
market is economic growth.
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

3. Decisive factors for tourism
• CULTURAL factor
• RELIGIOUS factor
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

4. Roma Capitale, Dipartimento Promozione
del Turismo e della Moda
CULTURAL
With its immense, heterogeneous artistic heritage, Rome is a unique
cultural pole of attraction worldwide
archaeology
history of art
independent metropolitan culture

5. Roma Capitale, Dipartimento Promozione
del Turismo e della Moda
RELIGIOUS
Rome, capital of Christianity and the Papal See, is visited by millions
of tourists who respond to the call of their faith

6. Sectoral Tourism
One of our office’s aims is to promote
specific tourism sectors
Wine & Food tourism
Educational tourism
Congress tourism
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

7. Sectoral tourism
Sustainable tourism
Tourism adapted to the needs of the disabled
Cinema tourism
Shopping
The promotion actions for these sectors lead to specific case-by case designed itineraries
to enhance the tourism supply-side
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

8. Events in Rome
Music: Concerts at the Olympic Stadium, Auditorium etc.
(e.g. Bob Dylan concert to take place at Baths of Caracalla)
Exhibitions: Matisse Arabesque at Scuderie del Quirinale;
100 Scialoja. Azione e Pensiero al MACRO «Museo d’arte contemporanea»
Sports: Rome Marathon , Six Nations Championship (rugby),
Piazza di Sienna horse show
Events: “ Estate Romana ”, Rome summer events (open-air concerts, films and opera)
International Rome Film Festival
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

9. Promotional tools
• National and International Travel Fairs: occasions for the demand and supply from many countries
worldwide to meet (buyers)
• Organising International Workshops: occasions for buyers selected by national tourism agencies to meet
Roman tourism operators (sellers)
• Organising “ Familiarization Trip ”: targeting tourism press and operators worldwide, with invitations on
each occasion for participants from the countries/“markets ” that are most promising and that are most
suited for our supply-side
• Proposed itineraries for off-the-beaten-track aspects of Rome: itineraries for, above all, loyalty tourism
• Communication campaigns in the most promising countries in terms of visitors to Rome (incoming)
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

10. Internet promotion
• Official tourism site: www.turismoroma.it
• Facebook: www.facebook.com/tourismRome (25,777 likes in 2014: 63% women; 39% men)
• Twitter: @Turismoromaweb (2,500 followers in 2013)
• Instagram: instagram.com/turismoromaweb
• You Tube: www.youtube.com/user/turismoroma/
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda
www.060608.it

11. Reception services
 PIT: when reaching Rome, visitors are provided with tourism information free of charge at all PITs (tourism
information points) located in the old city centre, at the Ciampino and Fiumicino airports, and at the Termini
railway station.
 Roma Pass: this tourist-friendly low-cost pass provides:
- free entry to more than 40 municipal and State monuments, museums/galleries and
archaeological sites, each with its own collections and exhibitions;
- free urban public transport;
- discount prices for events, theatre, concerts and services for which special agreements have been
reached. Plus additional facilitations (fast-track access to Colosseum).
All this in a SINGLE pass (costing 36.00 Euros).
 Official map of Rome
 Contact Center 060608: the contact center can provide full information in 5 languages on all cultural events,
shows, leisure time activities and news of interest to tourists in Rome.
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

12. Legislative measures
 Decree-Law no. 156 (2010) − This is the first measure enacted for the purposes of implementing fiscal
federalism powers as per art. 24 of Law no.42 (2009) (this decree replaces the municipality of Rome
with the “ Roma Capitale ” collective territorial entity endowed with special autonomy). Law no.42 of
2009 confers supplementary functions upon “ Roma Capitale ”, over and above its current functions,
regarding valorization of historic heritage assets, artistic and environmental heritage assets,
development of the production and tourism sector, urban development, public and private works, and
urban services (with particular reference to transport, mobility and civil protection).
 Decree Law no. 61 pf 18 April 2012 − “ Supplementary measures for implementation of article 24 of
L.42/2009 with respect to the Roma Capitale system ” conferring autonomy upon the said system in
regard to activities linked to promotion of tourism, with coordination with the State and the Regional
government authority.
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

13. TOURISM FACTS AND FIGURES
Annual Report 2014
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

14. Statistics on arrivals from the ten top countries (2014)
12,636,000 tourists come to Rome every year
(60% of the tourists are foreigners)
Country Arrivals
United States 1,601,749
United Kingdom 550,034
Germany 490,677
Japan 465,740
Spain
403,258 (in
2012: 420,811)
France 392,157
Russia 260,623
Canada 186,738
Brazil 142,239
China 140,804
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

15. STATISTICAL DATA ON ACCOMMODATION
(hotels, 2014)
Ratings Hotels Rooms Beds
5-star luxury and 5-star 31 4,020 8,310
4-star 260 25,804 52,100
3-star 372 13,752 27,076
2-star 221 3,887 7,546
1-star 126 1,313 2,439
Total 1,010 48,776 97,471
The international tourism growth curve was maintained in 2014, with a 5% growth rate.
Foreign demand was focused mainly on 4- and 5-star hotel accommodation, while Italian
demand tended more toward medium- and lower-range solutions (e.g. B&B and rented
holiday accommodation).
The annual room and bed occupation rates in 2014 were 73.19% (70.58% in 2013) and
71.75% (69.33% in 2013), respectively.
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

16. City tax (“contributo di soggiorno”, also known as “tassa di soggiorno”) is a local form of
taxation applied to guests of establishments providing accommodation in locations
classified as tourism resorts or art cities.
What is City tax?
It consists in a per day per person tax,
applying only to the first 10 nights of stays.
HOTEL ESTABLISHMENTS:
- 3-star hotels: 4.00 Euros
- 4-star hotels: 6.00 Euros
- 5-star hotels : 7.00 Euros
NON-HOTEL ESTABLISHMENTS:
- agritourism and holiday residence establishments: 4.00 Euros
- bed and breakfast and room rental establishments: 3.50 Euros
City tax in Rome
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

17. City tax in Italy
MILAN From 2 euros to 5 euros per person per night (max. 14 days)
FLORENCE From 1 euro to 5 euros per person per night (max. 7 days)
VENICE From 0.56 cents to 5 euros per person per night (max. 5 nights)
The rates vary according to high or low season and on the basis of three circumscribed areas
(Venice-Giudecca/Terraferma (mainland)/ Lido and islands)
NAPLES From 1 euro to 5 euros per person per night (max 10 days)
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

18. ….and internationally
PARIS From 0.20 cents to 1.50 euros per person per night
BERLIN 5% of cost of accommodation
BRUSSELS From 2.28 euros to 9.28 euros per room per night
LONDON No taxation of this kind applies
Roma Capitale, Dipartimento Promozione
del Turismo e della Moda

19. Thank you for your kind attention.
A presto!
CIAO!