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Marketing lombard itineraries spoleto enat-ambrose-smallfile


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How small business and destinations can market themselves as part of "accessible" tourism iteineraries, based on the EU project "Across Lombards Lands" led by INCIPIT, Italy. Presented by Ivor Ambrose, European Network for Accessible Tourism. (8 minutes to read)

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Marketing lombard itineraries spoleto enat-ambrose-smallfile

  1. 1. Marketing and Promotion of Itineraries and Tour Packages for All Ivor Ambrose ENAT – European Network for Accessible Tourism 15 November 2017 #LombardHeritageforAll #Tourism4All A.L.L. project Co-funded by the COSME Programme of the European Union Grant Agreement n.: 699425-A.L.L.-COS-TOUR-2015-3-04/COS-TOUR-2015-3-04-1
  2. 2. Tourism is for All
  3. 3. 1 in 5 people have an access need, when travelling OSSATE, 2005
  4. 4. Accessible Tourism is: - making environments, venues and services suitable for the widest range of customers, including people with disabilities, seniors, families with small children… and many more “Tourism for All”
  5. 5. With almost 100 members in more than 30 countries in Europe, Middle East, Africa, North and South America, Asia, Australasia – Pacific regions More than 5000 followers in social media In Europe and around the world
  6. 6. The mission of the European Network for Accessible Tourism (ENAT) is: “…to make European tourism destinations, products and services accessible to all travellers and to promote accessible tourism around the world”. #tourism4all @EUaccesstourism ENAT: In Europe & around the world
  7. 7. Just a few of ENAT’s Members & Partners
  8. 8. Visit:
  9. 9. Accessible Tourism Market… 65 % “Seniors” 35 % Visitors with disabilities Plus: -  Families with small children -  Temporary impairments = All of us … at some time in life
  10. 10. •  138.6 million people with access needs in the EU (2011) •  UK, France, Germany, Italy and Spain have more than 10 million people with access needs when travelling •  783 million trips within the EU (2012) •  Demand will reach 862 million trips per year by 2020, (+ 1.2% per year). Source: EU Study, 2015, GFK Accessible Tourism Market - Europe
  11. 11. •  1 in 5 persons in Europe are over 60 •  They want to travel and enjoy life •  Seniors from Europe take 6 to 7 trips a year •  Most discretionary income •  More active, “youthful” •  Most overseas trips Seniors are 65% of the Accessible Tourism Market
  12. 12. On average: •  People with disabilities + 2.2 companions •  Older people +1.6 companions People with access needs travel with 1.9 companions (on average) Travel Companions
  13. 13. •  "Accessible tourism" generated €786 billion gross turnover in 2012 •  Supports 9 million jobs in Europe Accessible Tourism Supports Jobs and Growth
  14. 14. Value of Accessible Tourism Market - England Source: VisitEngland •  Accessible Tourism spend: £12.4 BN •  Increased by 30% from 2009 to 2013
  15. 15. •  Which disabilities? •  Visitor Survey (2013) - groups where one of the members has a disability or long-term health condition Source: VisitEngland Accessible Tourism Market - England
  16. 16. Source: VisitEngland •  Stay longer •  Spend more Accessible Tourism Market - England
  17. 17. Across Lombards Lands Spoleto Slovenia
  18. 18. ALL Marketing & Promotion Italy Slovenia •  Engaging Local Actors and Stakeholders - The VIP strategy V = Visitors: potential visitors to the tourism areas in Italy and Slovenia I = Industry: the business owners and managers engaged in ALL P = Policy makers: the local and regional tourist boards and other authorities responsible for tourism and transport in the ALL areas •  Branding guidelines for tourism suppliers and destination managers •  Examples of A.L.L. Itineraries: 1, 2, 3, 4 day tours and packages • – the Accessible Tourism Directory >>> global marketing •  Social media, bloggers, visitors’ feedback
  19. 19. ALL - Business Toolkit for SMEs Ø The building blocks: - Ø How to position your business; Ø Create and verify accessible itineraries, Ø Engage businesses in the promotion of the destination, Ø Producing accessibility guides, Ø Train staff and Tourist Guides, etc. Ø The “Unique Selling/Experience Proposition”, with unique, carefully prepared Lombard itineraries & packages “accessible for you” Ø Marketing Tools: Ø How to present accessibility information on your website Ø Add links on your website to and Ø Feedback from visitors – sharing experiences on your website & partner sites
  20. 20. ALL Exploitation Toolkit - Pantou
  21. 21. ALL Exploitation Toolkit – Pantou Directory Spoleto
  22. 22. Slovenia ALL Exploitation Toolkit – Pantou Directory
  23. 23. ATTIMO Exploitation Toolkit
  24. 24. “Across Lombards Lands”... …the path to the accessible tourism market for sustainable and accessible businesses and destinations Engage with your customers, seek their opinion, keep an open mind! Visitor Feedback
  25. 25. Thank you Grazie! ENAT – European Network for Accessible Tourism #TOURISM4ALL #LombardHeritageforAll