Designing itineraries for EXPO2015 - focus on Piacenza

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Design 15 thematic itineraries according to the indications provided by Explora in collaboration with a specialized tourism company (UTAT) and local territories focusing on the city of Piacenza.

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Designing itineraries for EXPO2015 - focus on Piacenza

  1. 1. Designing itineraries for EXPO 2015 Focus on Piacenza in collaboration with Ksenia Viktorova Lisa-Therese Gruber Giorgio Kwiatkowski Natalya Popova Koray Karbay Tutors: Prof. Francesca d’Angella Dott. Dario Caldana May – July 2014 1
  2. 2. AGENDA 1. Destination Analysis 1.1. Competitiveness evaluation (resources and positioning) 1.2. Attractiveness evaluation (market size and potential) 2. Overall Evaluation 3. Selection of itineraries 3.1. Online Promotion 3.2. Itineraries presentation Itineraries are designed in collaboration with a specialized tourism company (UTAT) for Chinese business and Russian Leisure Tourists based on the macro themes indicated by Explora: • Art & Culture (including religion) • Food & Wine • Nature & Active Tourism (parks, sports , bike, walking, trekking, car tours, motorbikes) 2 Appendix Pivot method Data on Competitiveness Analysis Data on Attractiveness Analysis Evaluate competitiveness and attractiveness of the province of Piacenza Identify strong points, primary themes and gaps in the tourism offer Create original and appealing itineraries for target markets OBJECT 1 2 3
  3. 3. Art & Culture 1.1. Competitiveness Evaluation 3 Food & Wine external recognition (restaurant guides) Part of ER renowned "food valley" highest # (23) of DOP & DOC products in the region Well organized networks to promote the offer Tomato capital of the north of Italy rich varied offer high amount of castles (300) well preserved heritage well organized networks to promote the offer external recognition: Orange Flag (3), Città d'Arte (4) very useful tourist portals Attributes EvaluationMacro theme • excellent resources and well- organized networks in place • slight confusion in the perceived identity by tourists (Piacenza < - > Parma) Nature & active tourism scenic landscape 133 agriturismi external recognition (NGO) fewer networks • High potential through valuable resources but not very visible on the market • Strong point: unspoiled from mass-tourism • valuable and well presented offer
  4. 4. Attributes Evaluation Accessibility crossroads N/S & E&W vicinity of 5 airports Existing transportation network (trains, bus, cars) Alternative route network (pilgrimage, cycling) Accommodation • Strategic position • Good connections • Missing 5* hotels (limits targets) • Accommodation potential unexploited Other features 1.1. Competitiveness Evaluation 4 accommodation offer lower compared to the rest of the region requirements for targets not met (quantity & quality) Existing offers 9 websites propose 23 itineraries Division between cultural, nature and F&W tours • One portal with all itineraries missing • Predominant focus on cultural tours • Nature itineraries underrepresented Networks already several networks in place new product club “Terre francigene piacentine" • Good efforts to bundle services • New initiatives to attract the Russian market (invitation of journalists to Piacenza)
  5. 5. 1.2. Attractiveness: Evaluation 5 Tool Results Evaluation Tourist Guides • Predominant Art & Culture macro theme • Piacenza City and Castell’Arquato most mentioned places • Lower perceived recognition in respect to the entire region • Av. LOS: 2.3 days • Province: Decrease in arrivals and overnights 2010 – 2013 • Growth for Russian and Chinese target markets in the region • Low amount of tourists compared to the rest of the region  unexploited potential • positive trend for target markets  already in the area, attract them to PC Tourism Flow Statistics Trip Advisor Online Travel Websites • Predominant focus on PC City • Few other places known in the province • Gastronomy and landscape appreciation • High ratings • Art & Culture is very strongly represented • Food & Wine are recognized as attractive • Nature is considered unspoiled and beautiful • Tourist focus on PC City, Val Trebbia and Val Nure
  6. 6. 2. Overall Evaluation 6 Competitiveness Attractiveness Art & Culture Valuable & well presented offer, many organized networks Mentioned in Tourist Guides, Online Travel and Review Sites Food & Wine High quality offer, organized networks, lacking recognition Mentioned in Online Travel Sites and Review Sites Nature & Active Tourism High potential but not visible enough Few mentions overall Attractiveness High Art & Culture Food & Wine Low Nature & Active Tourism Low High Competitiveness * For more information concerning the overall evaluation method please refer to slide number 47 in the “Appendix” section
  7. 7. 3. Selection of Itineraries 7 Macro-Themes Themes and Titles of the Itineraries Target markets  Learn History, Reveal Mystery…Taste Food Russian Leisure  Wind of Melody Russian Leisure  Religious North Russian Leisure  Galloping Through Time Russian Leisure  Life is movement Russian Leisure  A touch of northern blessing Chinese Business  From Medieval to Modern Times Russian Leisure  Red Italian Passion for Exellence Chinese Business  Secrets of an Industry’s success Chinese Business  Taste of Surroundings. Emilia-Romagna Russian Leisure  Food is Energy for Life, Culture for a Soul Russian Leisure  Italy 4 YOU Russian Leisure  EXPO-erience Biodiversity Russian Leisure  Towards 0 Emissions Chinese Business  WATER – your most amazing rendez-vous Russian Leisure  Day at the countryside Russian Leisure Each itinerary contains: • title, • theme, • full description of main legs and attractions, • target, • accommodation & restaurants, • daily program, • maps, • transportation indications, • opening hours, • black-out dates, • price, • sources of information. **In addition to the focus on Piacenza, we also considered Parma in some of our itineraries because the two territories are: geographically close, similar in terms of tourism resources, part of the same region. Moreover, Parma presents a strong image on the international market that could help Piacenza work on its weaknesses (enhance its awareness, reinforcing its image)
  8. 8. 3.1 Online Promotion 8
  9. 9. 3.2 Presentation of 2 itineraries 9 • Secrets of an industry’s success • EXPO-erience Biodiversity
  10. 10. EXPO and the Italian art of processing and handcrafts
  11. 11. Discover the art of carving master pieces out of rough diamonds through passion and cutting edge techniques, improving production quality standards and delivering products that stand out for their excellence. Get aboard of a journey through the art of processing and handcrafting, discovering techniques and the results of years of perfecting men’s knowledge and skills in creating, delivering and marketing excellent products making piece of art out of them.
  12. 12.  Itinerary for Chinese business people  Interested in Italian products and traditional handcrafts  Small groups 6 – 7 people  Creating a journey through the variety of Italian processing industry  Provide visitors with both moments of enjoyment and business  Build up on the Italian tradition in the processing industry  Approach Chinese buyers on a trend for chocolate and coffee products and the Italian tradition of handcrafting and art ITINERARY OVERVIEW  Day 1: EXPO 2015  Day 2: Cremona  Sperlari / Violins liutery  Day 3: Piacenza  Musetti / Grazzano Visconti  Day 4: Bologna  Majani / Artigianarte 1 2 3 4 Price* per Person: 830 € * Estimation through comparison with similar itinerary offers on Tour Operator websites: Caldana – Vapensieroviaggi – Gialpitravel – Raggioverde - Gruppi.it – Guinesstravel - Mowgli
  13. 13. EXPO 2015 Itinerary proposal  Arrival in Milan, transfer of luggage to Piacenza  Transfer to EXPO 2015  China Corporate United Pavilion  Cocoa pavilion – Food of the gods  Lunch at “Top” Italian restaurant  Coffee pavilion – Energy for thoughts  Italian Pavilion  Possible contact with representatives from each producer involved in the itinerary  Transfer to the hotel in Piacenza Suggested accommodation: “ Ovest Hotel” 4 * Via I Maggio, 82, 29121, Piacenza
  14. 14. Cremona – Sperlari – Violins liutery  8:00 Wake up and breakfast  9.00 Departure from the hotel  9:40 Arrival at “Sperlari Leaf Italia s.r.l. ”  9:50 Visit to the factory and workshops  12:30 Lunch at “Al Qu4rto roof garden restaurant” Piazza Libertà, 26, 26100 Cremona 2 forchette gambero rosso  14:00 Sightseeing of the city of Cremona (museum of the violin)  15:30 Visit to a traditional liutery laboratory (arranged with the help of “Consorzio liutai Cremona”)  17:30 Back to Piacenza city – centre (sight – seeing)  20:00 Diner at the hotel
  15. 15. Sperlari Leaf Italia Well – known chocolate and sweets italian producer famous for its “torrone” and chocolate products. Al Qu4rto roof garden restaurant A beautiful restaurant with its outdoor roof garden and its lovely view over piazza delle libertà, with an extensive delicious traditional and international menu. Violin museum – Stradivari Foundation The central museum of Cremona’s traditional liutery and fine instruments production with its exhibition halls and a broad array of events hosted in the infrastructure by the consortiun. Liutery labs in the city centre A visit to a liutery will be arranged with the help of “Consorzio Liutai Cremona”
  16. 16. Piacenza – Musetti –Grazzano  8:00 Wake up and breakfast  9:00 Departure from the hotel  9:20 Arrival at “ Torrefazione Musetti s.r.l.”  10:30 Visit of the factory and workshop  13:00 Lunch at “Ristorante Riva” Loc. Riva, 16 Ponte dell'Olio (PC) 2 forchette gambero rosso  15:00 Transfer to Grazzano Visconti (visit medieval burg, castle)  15:30 Visit of a handcrafts laboratories  17:00 Visit of the village (park of Grazzano Visconti)  18:30 Departure for Piacenza  Diner at the hotel
  17. 17. Musetti Torrefazione s.r.l. A coffee producing company with an history dating back to more than 70 years ago and a strong connection to figurative arts. Savi Fratelli ferri battuti Visit to a traditional wrought iron laboratory right in the heart of the enchanting village of Grazzano Visconti. Grazzano Visconti A beautiful small village with its impressive park and majestic castle, house to many handcraft laboratories and member of the network “Cities of arts”. Ristorante Riva A small lovely restaurant in the small town of Ponte dell’Ollio mentioned on the Michelin Guide for its owners’ hospitality and fine cuisine.
  18. 18. Bologna – Majani - Artigianarte  8:00 Wake up and breakfast  9:00 Departure from the hotel  9:20 Arrival at “Majani s.r.l.”  9:30 Visit of the laboratory and workshops  12:30 Lunch at “I Carracci” Via Manzoni 2, Bologna Excellence award 2014 Tripadvisor  14:30 City sightseeing (piazza Maggiore, fontana del Nettuno, torri degli Asinelli e Garisenda, Pinacoteca nazionale di Bologna)  17:30 Visit to “Artigianarte” laboratories  19:00 Transfer to hotel “Hotel Cosmopolitan”  Diner at the hotel
  19. 19. Majani s.r.l. Historical chocolate producer in Bologna in the business since 1796 well known for its “Cremino” sporting the iconic vintage “FIAT” logo. Artigianarte An incredible ideas factory it is a lively handcraft laboratory with different artifacts from different artists already participating to 2010 World Expo in Shanghai. Ristorante I Carracci A perfect masterpiece of italian classic style this restaurant will delight with both pleasure for the guests sights and taste. Pinacoteca Nazionale Bologna One of the most important painting exhibition for italian classic styles with masterpieces from Raffaello, Tiziano and Giotto all nestled in a modern and stylish exhibition hall. Departure  8:00 Wake up and breakfast  9:00 Departure from the hotel  9:20 Arrival at Bologna “G. Marconi” airport
  20. 20. ERIENCE BIODIVERSITY! Aquatic, Terrestrial and Urban life in Liguria, Lombardy and Emilia Romagna
  21. 21. Biodiversity means any variety of life on earth. This itinerary will take you through an amazing journey to discover different ecosystems on land, water and in an urban setting. Experience the Biodiversity Park at EXPO 2015 and explore the smart city Milan, watch whales and dolphins in Genoa and learn all about the world of an authentic Italian agriturismo in Alseno. Understand what it means to be part of our planet, experience biodiversity.
  22. 22. Target • Russian Leisure Tourists • Families • Groups • Outdoor - nature oriented, active Accommodation Best Western Family Hotel Galles Milano 4* (or similar: NH Hotel 4* Milano Touring) Price* per Person: 630€ * Estimation through comparison with similar itinerary offers on Tour Operator websites: Caldana, Vapensieroviaggi, Gialpitravel, Raggioverde, Gruppi.it, Guinesstravel, Mowgli. MILAN 2 Genoa 3 Alseno 4 Days 1 4
  23. 23. Day 1: MILAN - EXPO Entire day: Thematic Areas: BIODIVERSITY CHILDREN’S PARK ITALIAN PAVILION LAKE AREA Clusters: BIO MEDITERRANEUM Dinner @ Hotel Galles Terrace Restaurant
  24. 24. Day 2: Aquatic Ecosystem GENOA 08:00 Transfer Milan – Genoa by train (Frecciabianca: 1:30) 10:00 Free Time (Suggestion: Aquarium / City Sightseeing / Shopping / Tasting Pesto Genovese, Focaccia) 13:00 Boat trip “Whale watching” (Lunch to be brought on board) 18:00 Transfer Genoa – Milan by train 20:00 Dinner @ Un posto a Milano (Lodi) Milan – Genoa Frecciabianca: 1:30
  25. 25. Day 3: Terrestrial Ecosystem ALSENO (PC) • Transfer to in Alseno by coach Entire Day: Agriturismo and fattoria didattica “La Quercia Verde” Workshops: Bread baking Soap making Taking care of the farm animals Grape harvest (autumn only)  From bee to honey Crafting hay animals Excursion into the regional Park “ Parco dello Stirone” Lunch & Dinner @ La Quercia Verde • Transfer back to Milan http://www.laquerciaverde.it/fattorie.html
  26. 26. Morning: City Centre Tour Classic City: • Parco Sempione, Castello Sforzesco, Via Dante, La Scala, Galleria Vittorio Emmanuele, Duomo + Roof, San Babila, Brera Smart city: • Via della Spiga (Smart Street) • BikeMi Sharing System • Free Wifi Spots • Botanical Garden in Palazzo Brera Future City: • Porta Nuova District: UniCredit Tower & Piazza Gae Aulenti Bosco Verticale by Boeri & Giardini di Porta Nuova Palazzo Lombardia (0 emissions skyscraper) Lunch: Restaurant “Ratanà” (Slow food) Afternoon: Laghetto delle Vergini dell’Idroscalo ForestLab (tropical greenhouse, didactical laboratory, Biodiversity garden Day 4: Urban Ecosystem MILAN
  27. 27. City Tour Classic & Smart & Future Day 4: Urban Ecosystem MILAN – logistic details Laghetto delle Vergini
  28. 28. Appendix  1. The PIVOT* Method  2. Competitiveness 2.1. Competitiveness: Accessibility 2.2. Competitiveness: Hospitality offer  3. Attractiveness 3.1. Attractiveness: Tourism Flows 3.2. Attractiveness: Tourist Guides 3.3. Attractiveness: Top 10 Tourist Sites 28
  29. 29. Competitiveness • Analysis of the tourism resources • Analysis of the offers already on the market • Evaluation of the macro-themes Attractiveness • Analysis of tourism flows • Analysis of tourists perceptions (tripadvisor, booking, …) • Analysis of tourist guides Itinerary Design • Selection of relevant themes • Design of the itineraries 1. The PIVOT* Method 29 *PIVOT is a project financed by Lombardy Region, whose objective is to design innovative tourism experiences in the region for national and international markets. IULM University has been taking a leading and active part into the project, under the coordination of Prof. Manuela De Carlo.
  30. 30. 2.1. Competitiveness: Accessibility 30 Bergamo MILANO PIACENZA BRESCIA Parma Bologna By car: A1 connects Piacenza to the North and South A21PC-BS to Brescia A21 PC-TO con Torino Borders: Austria ( Brennero) -344km A22/E45 Slovenia ( Trieste)-380km A4 France (Bordighera) - 318km A10/E80 Switzerland (Chiasso) – 123 km A9/E35 By train: Piacenza can be reached via Milan-Bologna railway and Turin- Piacenza in approx. 1 hour Ferrara Cremona Mantova By plane: the closest airports are Milano Linate (69.4 Km) Parma Airport (67.4 Km) Bergamo Orio al Serio (87.1 Km) Extra info: It’s part of the itinerary of Eurovelo route 8 the European network of cycling routes crossing EU territory Reggio Emilia Pavia
  31. 31. 2.2. Competitiveness: Hospitality offer Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11 • Piacenza is the province with the lowest number of accommodation of the region. • Existing accomodations (3-4*) are not entirely in line with our main targets requirements. • Need for upper-class accomodations (4-5*) 31 Emilia - Romagna Hospitality offer Province Hotels Alt. Accomodati on Total Structures % Piacenza 93 220 313 3,6% Parma 216 525 741 8,6% Modena 237 382 619 7,2% Bologna 324 921 1.245 14,5% Rest of the region 3.610 2.087 5.697 66,1% TOTAL 4.480 4.135 8.615 100,0% 3,6% 8,6% 7,2% 14,5% 66,1% Number of accomodation in Emilia Romagna 2012 Piacenza Parma Modena Bologna Rest of the region
  32. 32. PIACENZA CITY Quantity 3* and 4* Hotels 13 other accommodation 30 B & B 13 TOTAL 56 rooms 954 beds 1,778 32 Category # of Hotels # of rooms Average rooms size (sq2) Average price (double) 4 * 5 359 16-35 127 3 * 8 364 15-25 82 TOTAL 13 703 • Only 13 accommodations ( 3-4*) are suitable for our target market. • They represent 74% of the total offer available in the city. Source:Booking.com, Piacenza statistics 2.2. Competitiveness: Hospitality offer Piacenza City Accommodation
  33. 33. 2.2. Competitiveness: Tourism resources Identification of the main resources for Macro Themes selected by EXPLORA Art & Culture  Food & Wine Nature & Active Tourism 33
  34. 34. 3.1. Attractiveness: Tourism Flows – Arrivals & Overnights • Piacenza accounts for 3% of regional arrivals and overnights • Severe decrease for the province both in arrivals ( - 27%) and overnights ( - 46%) between 2010-13 • Same for the city both in arrivals ( - 14%) and overnights ( - 31%) between 2010-13 • The average length of stay is short (2.3 days) Source: Elaborations on “Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2010 – 13” and Piacenza’s province report 2013” 34 2010 2011 2012 2013 Total Overnights Province 660 599 465 451 City PC 268 261 221 204 0 100 200 300 400 500 600 700 Inthousands Overnights 2010 - 13 2010 2011 2012 2013 Total Arrival Province 253 274 236 200 City PC 125 138 125 109 0 50 100 150 200 250 300 Inthousands Arrivals 2010 - 13 In thousands In thousands
  35. 35. • France (14%) , Germany (11%) and China (8%) are the top three markets • Low presence of Russian tourists in the province (2%) 3.1. Attractiveness: Tourism Flows – Piacenza Internationals arrivals 35 Source: Elaborations on “Piacenza’s province report 2013” 14% 11% 8% 5% 5% 5%5%4% 3%2% 2% 36% Piacenza International arrivals 2013 France Germany China Spain UK Netherlands Switz. & Liech. Belgium USA Austria Russia
  36. 36. 2012 Countries ARRIVALS RANK GERMANIA 395.203 1 RUSSIA 274.551 2 FRANCIA 207.361 3 SVIZZERA 165.346 4 PAESI BASSI 101.703 5 REGNO UNITO 94.583 6 BELGIO 81.437 7 POLONIA 81.043 8 SPAGNA 75.706 9 USA 75.485 10 ALTRI PAESI UE 74.089 11 AUSTRIA 73.326 12 CINA 71.105 13 2011 Countries ARRIVALS RANK GERMANIA 390.567 1 RUSSIA 237.722 2 FRANCIA 216.494 3 SVIZZERA 154.732 4 PAESI BASSI 98.472 5 REGNO UNITO 96.585 6 POLONIA 89.432 7 SPAGNA 86.938 8 BELGIO 80.278 9 ALTRI PAESI UE 79.269 10 USA 78.120 11 AUSTRIA 73.036 12 CINA 68.499 13 2010 Countries ARRIVALS RANK GERMANIA 365.315 1 FRANCIA 202.595 2 RUSSIA 168.541 3 SVIZZERA 147.328 4 PAESI BASSI 96.891 5 REGNO UNITO 93.950 6 SPAGNA 85.270 7 POLONIA 80.306 8 ALTRI PAESI UE 76.573 9 BELGIO 76.488 10 AUSTRIA 73.432 11 USA 70.877 12 CINA 52.562 13 • 2010 - 2011 Russia became the second market in terms of relevance for Emilia Romagna (arrivals) • Increase of arrivals for Russian tourists in 2012 but at a slower pace than from 2010 – 2011 • China’s arrivals steadily growing through the whole period Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11 – 10 +15,49% +41,06% +3,80% +30,32% 3.1. Attractiveness: Tourism Flows - E. R. Relevant Trends 36
  37. 37. 3.2. Attractiveness: Tourist Guides 37 Tourist Guides Year Piacenza mention *Lonely Planet "Italy" 2010 Yes Baedeker "Italien" 2010 Yes DK Eyewitness Travel "Italy" 2011 Yes Michelin "Italy" 2011 Yes Guide Michelin "Italie du Nord" 2011 Yes The Rough Guide to Italy 2011 Yes Rick Steve's "Italy" 2011 No National Geographic "Italy" 2012 Yes *Lonely Planet "Italy" 2012 Yes Fodor's Travel Intelligence "Italy" 2013 Yes Frommer's Italy 2013 No • 8 / 10 Tourist Guides mention Piacenza City • 5 / 10 Tourist Guides mention Castell’ Arquato • Tourist Attractions are all centered on Art & Culture (buildings) • Average pages dedicated to Piacenza are only 1.5 out of 500 (in Tourist Guides about Italy as a whole; Exception: 5 pages in Tourist Guide Northern Italy) • Recurrent perception of Piacenza City: “well preserved, picturesque medieval center” • 3 / 10 Tourist Guides judge the value of Piacenza City (“worth a quick stopover”, : must- see”, “Day-trip fodder”) Tourist Guides sold in the Top 10 geographical markets for Lombardy * Two editions of LP to observe evolution  Low perceived importance of Piacenza, main attractions are the city and Castell’ Arquato
  38. 38. • Besides Tripadvisor and Booking.com, the websites do not contain sufficient user-generated comments about Piacenza • Some of the websites indicated with “no user reviews” only have editorial information about Piacenza • Top 10 attractions according to # of reviews and ratings indicates that both city center and the province are appreciated by tourists (high ratings) and that the main focus is on Art & Culture 3.3. Attractiveness: Top 10 tourist websites Top 10 Tourism Websites Piacenza mentions # User Reviews Tripadvisor yes 25.394 Booking.com yes 2553 LonelyPlanet yes 0 YahooTravel yes 2 VirtualTourist yes 18 WikiTravel yes 0 Time Out no - Sherman Travel no - Frommers no - Italia.it yes 0 Top 10 attractions on Tripadvisor Reviews Rating Grazzano Visconti (Grazzano Visconti) 261 4 Castello di Rivalta 249 4.5 Gropparello Castle - Fairy Tales Park 173 4.5 Castello di Vigoleno 96 4.5 Ponte Vecchio (Ponte Gobbo - Ponte del Diavolo) 70 4.5 Rocca d'Olgisio (Pianello Val Tidone) 52 4.5 Piazza Cavalli (Piacenza) 38 4 Abbazia Cistercense Chiaravalle della Colomba (Alseno) 36 4.5 Parco Galleana (Piacenza) 34 4 Villa Sant'Agata di Giuseppe Verdi 31 4 38

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