1. University of Genova: Touristic Cultural Project Management Monday 27th September 2010  Broadcasting Place  Leeds  University of Genova Postgraduate Master’s Touristic-Cultural Project Management: Innovative Strategies and instruments for touristicvalorization of environmental and historic-cultural resources 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 1

2. Something about me… University of Genova Postgraduate Master’s Visiting researcher at CTCC Marketing and sales assistant Area Manager Incoming developer 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 2 Marco Camilli

3. Tourist and traveller flow from northern Europe to Umbria: analysis of determinants factors in the destination choice. Research framework: University of Genova Postgraduate Master’s 1. The purpose and scope of this research 2. Reference countries analysis 3. Market profile 4. Demand analysis 6. The way forward 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 3

5. define the strengths and weaknesses of the destination

6. propose operational tools able to relate and cooperate small businesses with government activities, and create an integrated image of the Umbrian tourism product- increase the awareness of the stakeholders about the importance of sustainability and integrated management in the planning of tourism product in Umbria. University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 4

7. Data sources University of Genova Postgraduate Master’s The main data of this research, coming from the ENIT (Italian State Tourist Board), DOXA (Italian Institute for Statistic Research) and the other State Tourist Board of the other nations, subject of this research as UK, Denmark, Sweden, Norway and Finland.The data concerning the umbrian hotels rooms occupation, presence and the average stay, coming directly from the Umbria Region Statistics Office and Federalberghi Umbria.All data, in this research refer to the last five years (2005-2009), whereas the data of 2010, refer to the first trimester January-March.All the data analyzed have been elaborated in such a way as to make it usable for a market research and destination development study. 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 5

8. Reference countries analysis The countries covered by the research are UK, Denmark, Sweden, Norway and Finland; to simplify the presentation, to avoid the flooding of data, the data coming from Denmark, Sweden, Norway and Finland, are under the Scandinavian market. Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 6

9. Reference countries analysis University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 7 { “Scandinavian countries possess wealthy and stable economies. The average income of its people is one of the highest in the world. Both Sweden and Denmark endured economic hardship during the first half of the 1990s. After a relatively bleak performance in 1999, the economies recovered, returning to positive economic growth.” Mintel Web Site 2010

10. Reference countries analysis 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 8 University of Genova Postgraduate Master’s Seems different the situation in the UK, as the Economy Watch say: “The British economy in 2009 was declining at an even quicker rate than originally suspected. All sectors of the UK economy seem to be struggling, with consumer confidence, the housing market, employment and manufacturing either at the lowest point, or dropping faster than ever previously recorded.” The Economy Watch 2010

11. Scandinavian market The Scandinavian, market, despite its diversity trends are fairly homogeneous as the incoming flow in Umbria, with two leading nations like Denmark and Sweden. The following table summarizes the incoming data of the last 5 years: University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 9 Source: ENIT, Federalberghi Umbria

12. Market analysis University of Genova Postgraduate Master’s From the analysis of the figures on arrivals, presence and average stay, result evident a fairly consistent trend, and compared to the average of the total foreign arrivals and presences in Umbria in the period, the Scandinavian market cover 2.84% of total arrivals, and 3.39% of presences, with an average stay of 3.78 days higher then the total foreign equal to 3.42. 27th September 2010 11.30 am Broadcasting Place Leeds  10 These data, give us a picture of the size of the Scandinavian market in Umbria and the fist consideration is: the market size is not so big in Umbria, if compared with the UK incoming flow (for example) covering the 8.55% of the total presence; the second consideration is “WHY?” a market as the Scandinavian, rich and with a strong inclination to travel has not visited Umbria; and the third is “what we can do to improve the flow in Umbria?” Marco Camilli

13. The UK market, presents a sharp decrease in arrivals and presences in the last years due to economic crisis, but considering all the period 2005/09 the UK market still have a good impact on Umbria tourism. 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 11 UK market University of Genova Postgraduate Master’s Source: ENIT, Federalberghi Umbria Source: ENIT, Federalberghi Umbria

14. Market analysis University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Regarding the UK market, the situation it’s totally different: this market cover the 7.36% of total arrivals, and the 8.55% of presences, with and average stay of 4.02 days, more higher than the 3.42.Excellent data, although as already mentioned, presents a sharp decrease in arrivals and presences in the last two years due to economic crisis, the UK market it’s still one of the top 5 market for the incoming in Umbria, just after Holland, Belgium, Germany and USA.The forecast for the 2010, even tough the incoming data from first trimester, indicating a positive range as +2,8% on arrival and +4,8 on presence by Federalberghi Umbria, are not positive; the general decline in tourism demand, add the heavy impact of the depreciation of sterling against the EU currency , suggest a negative 2010. Marco Camilli 12

15. Umbria positioning and imagine in the reference countries University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 13

16. 14 Umbria positioning and imagine in the reference countries The Umbria imagine, and positioning in the reference country, from Scandinavia to the UK, reflect the real strengths of the destination. The following word coming from a study carried out by a DOXA in the 2008/09; the imagine and perception of the region by the references country it’s summarized in the next features: University of Genova Postgraduate Master’s nature serenity 27th September 2010 11.30 am Broadcasting Place Leeds  wellness landscapes genuineness history authenticity Marco Camilli

17. Umbria positioning and imagine in the reference countries and continuing with the research results… 15 University of Genova Postgraduate Master’s …pure and unspoiled nature history characterized by medieval villages 27th September 2010 11.30 am Broadcasting Place Leeds  …rich and diverse experiences, food, meetings and events a mix of history and nature …nature and fascinating landscapes Marco Camilli

18. Umbria major competitor The main Umbria competitor, referring to the Italian market, it’s definitely Tuscany, for the similar landscape, the gastronomy and the same strengths of Umbria, as nature, history, wellness, the famous country side, and in addition the cultural and attractive city as Florence and Siena. But, referring to “our” market, from the analysis of the data coming from the MINTEL, and the Tourist Board of the Scandinavian countries, and comparing with the data of the Umbria Region Statistics Office, the mains competitors, in the last 10 years trend, are Lazio, Campania and Lombardia. University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 16

20. Campania: 18.282 arrivals and 444.110 presence with a decrease of -7.1% and 9.8% compared to 2008

23. Cultural level

24. Age groups

25. Determining factors in the destination choice

26. Channels usedPeroni G.

38. unspoiled nature

39. fascinating landscapes

40. good food

41. friendly people

42. different typical accommodation to sleep

43. authenticity

44. genuineness

45. wellnessUniversity of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 30

47. poor cooperation between public and private

48. lack of incoming operator operating abroad

49. poor visibility abroad

50. non-cooperation between the main cities for joint in process plansdevelopment

51. mindedness, in some areas, by populationUniversity of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 31

52. The way forward The last Annual Planning Documents of the Umbria region for 2009-2011, in the section Tourism Policy, explain all the region strategy about a redefinition of the “Umbria product”, as “realization of projects and growth image in new markets” ,“creation of a regional strategy and redevelopment of the area” and confirmation of the main product in Umbria: religious tourism. The document continue to explain all measures that will be launched for types of tourism already existing, but no mention of the development of new tourism products, and new forms of cultural attraction. The Umbria product requires a reassessment of the image through the creation of different tourist product who are able to attract new markets, and certainly a reinforcement and continuation of the already existing tourism. University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 32

53. The way forward The solution proposed in this research are focused on the develop on new tourism products able to attrack “new” tourism flows, and be in harmony with the environment, resources of the region, and supported by accommodation able to meet the demands of tourists / travelers. The solutions proposed are to develop cultural events as a tourist product, focus the attention on the eco-tourism: Umbria is the perfect destination, for the environment, the weather and the infrastructure to develop bird-watching and bike-tourism; two kind of tourism booming in Europe, especially in the Scandinavian countries. At lest pay attencion in develop of niche tourism, (photography holiday, cooking-holiday, walking-holiday, etc..) evaluating all the opportunity that the market can offer and the possible challenges for the incoming agency, hotels and government. University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 33

58. Awareness

59. Customer service attitude

60. Sustainability

61. Extent to which product is perceived as unique or special

62. Convenience

63. Community support and involvement

64. Management commitment and capabilityUniversity of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 37

66. Morphological characteristic of cultural heritage resources

67. Accessibility and functionality

68. Integration with other tourism activities and supporting elements

69. Tourism profile and preferenceUniversity of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 38

71. The way forward The other, “way forward”, still under the study of the research, considered under the denomination of “niche tourism”, “sustainable tourism” and “adventure tourism”, are the following: Bird watching Bike tourism Photography holidays Walking holidays Climbing break Cooking holidays Rafting holidays University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 40

72. Conclusions In conclusion, what research is trying to develop a thorough knowledge of markets with promising possibility, but still not mature in the Umbria region, proposing possible solutions, which are able to connect and cooperate the public sector with the private sector with a political-economic balance, which looks only to the development of tourism in the region. The research, still in place, has even the objective, matured during the research period, to develop the Umbrian cultural events as tourist product, thought to give that extra “push” that the region looking for to establish itself as an international destination. University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 41

73. Bibliography C. Michael Hall e Alan a. Lew, 1998, Sustenable Tourism. A Geographical Prospective C. Michael Hall, 2008, Tourism Planning: policies, Precesses and Relationship-Second Edition- Donald Getz, 1986, Models in tourist planning towards integration of theory and practice, Tourist Management Donald Getz, (2007) Event studies: theory, research and policy for planned events ENIT_REPORTS 2010_DANIMARCA, SVEZIA, REGNO UNITO, NORVEGIA, FINLANDIA Giovanni Peroni, (2008) Fondamenti di marketing turistico territoriale Lew, Alan A., Amsterdam, London, Butterworth-Heinemann, 2008, World geography of travel and tourism: a regional approach. Mike Robinson, Nigel Evans and Paul Callaghan, 1996, Culture as Tourist Product People 1st, ABTA (Association of British Travel Agent), 2008, State of Nation report 2009: an analysis of labour trends, education and training within the UK hospitality, leisure, travel and tourism industries. World Tourism Organization, (2002,) Otbound tourist of Scandinavia: market proile. University of Genova Postgraduate Master’s 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 42

74. University of Genova: Touristic Cultural Project Management GRAZIE PER L’ATTENZIONE! 27th September 2010 11.30 am Broadcasting Place Leeds  Marco Camilli 43 University of Genova Postgraduate Master’s