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Tourism in Venice
- 1. Paris, 17th February2016 TOURISM IN VENICE Tourists, products, impacts Federica Montaguti – CISET Master Culture, Politique, Patrimoine
- 2. CISET – TOURISMIS OUR BUSINESS CORE FEATURES ➢ Academic expertise + business know how ➢ Innovation ➢ Various professional skills → 1 integrated approach TRAVEL and TOURISM ➢ Consultancy ➢ Research ➢ Training ➢ UNWTO Business Council ➢ INRoute ➢ EC - Tourism Sustainability Group ➢ Advisor to the Ministry of Tourism on Training and education
- 3. CISET – TOURISMIS OUR BUSINESS WHAT WE OFFER ➢ Market Research & Analysis ➢ Marketing Plans ➢ Forecasting ➢ Strategic Development Planning ➢ Economic Impact Analyses ➢ Competitive Analysis ➢ Tourism Industry Diagnostics ➢ Statistical Analysis HOW WE WORK ➢ 20 years of experience ➢ Exclusive diagnostic, forecasting and decision making support systems (models, indices, methodologies) ➢ Highly specialized team ➢ Customized tools ➢ Insightful understanding of tourists behavior CLIENTS: INTERNATIONAL INSTITUTIONS (EU PARLIAMENT, EC, EUROSTAT, …) GOVERNMENTS PRIVATE SECTOR
- 4. Master’s in theEconomics and Management of Tourism • founded in 1993 by Ciset and Ca’ • careers in TOs, online travel agencies, hotellerie, airlines, cruiselines, MICE, heritage and environmental institutions, consultancy to private firms and tourism destination, public sector,… • since 2003 is a University master’s programme offered at the Dep. of Management of Ca’ Foscari University Venice, in cooperation with Ciset Partners • Scholarships sposnored by INPS and tourist business • More than 200 business • More than 600 students Target • 35 graduates in all disciplines - with or without previous work experience in the field • access through a selection process
- 5. The "how many"game how many tourists in in world? how many in France? Spain? Italy? what is the economic role of tourism in France? Spain? Italy? how many tourists in Paris? what is the difference between a tourist and a traveller?
- 6. VENICE? VENETO REGION? HOWMANY TOURISTS IN VENICE? What do you know about...
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- 8. INTRODUCING VENICE • Thelargest lagoon in Italy • The largest population of water birds in Italy. • A productive fish habitat • Fish farming, fishing • Strong human alterations from the XII century on VENICE LAGOON
- 9. INTRODUCING VENICE 6 districts •Venezia Murano Burano • Lido Pellestrina • Marghera • Mestre Chirignago • Favaro Veneto • Carpenedo 270,098 inhabitants - 60.311 in the old city centre - 30.415 in the main islands - 179.372 in the mainland VENICE: A 3D MUNICIPALITY Fisheries (ca 350 firms) Industry: energy, chemical sector, metallurgic sector, etc. Trade, services Goods interchange: 6 port in Italy 1° cruise homeport in the Mediterranean
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- 11. TOURISM IN VENICE About20 mil visitors per year Excursionists Tourists False Excursionists Cruise pax Others Others Cru ise pax
- 12. FEATURES • High concentrationof big permanent attractors (museums, monuments, etc) • Great variety of events (temporary exhibits, concerts, etc.), cultural proposals also in cooperation with local universities (Ca’ Foscari, IUAV, University of Padua) • Great variety of tourist services (accommodation, restaurants, travel agencies, tourist guides, shops, etc.) • Ca 30,000 beds in hotels, 18,000 in campings, B&Bs, hostels, etc. DEMAND PROFILE • About 2.5 millions arrivals and 6.2 millions overnights in the historical centre (4.2 millions arrivals and 10 millions in the whole municipality) • High share of international tourists (85,9%): US, France, UK, Germany, Japan – emerging Brasil, Russia • New comers 70%, repeaters 30% • Length of tourist stay: 2 days • Product: sightseeing • Number of visited attractions: 1 and ½ • Seasonality: all the year long TOURISM IN VENICE
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- 14. TOURISM IN VENICE Mainhome-ports in the Mediterranean. Revenue passengers. 2014 Source: CISET on Venice Municipality data
- 15. Main home-ports inthe Mediterranean. Revenue passengers. 2014 Source: ECC, PORTS – Venice role in the Mediterranean (II)
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- 17. RELEVANT TOURIST REGION– False excursionists A WIDE COMPLEX ECONOMIC SYSTEM Source: CISET, 2003
- 18. A WIDE COMPLEXECONOMIC SYSTEM 45 MINUTES Source: CISET, 2003 SCORZE’ Strà MONSELICE Coastal axis Riviera Mirano area Terme euganee Piave Terraglio Coastal axis 45 MINUTES 45 MINUTES 45 MINUTES 45 MINUTES RELEVANT TOURIST REGION. THE MOBILIY AXES. 45 MINUTES
- 19. 0% 20% 40%60% 80% 100% 120% NorthCoast SouthCoast Piave Treviso Terraglio Miranoarea Riviera Padua Vicenza Spa Mestre False exc. quota of total r.n. in each axis False excursionists Other tourists Source: CISET processing from SIRT Regione Veneto and CISET data FALSE EXCURSIONISTS LODGING ALONG THE SAME AXIS SHOW HOMOGENEOUS PROFILES AND BEHAVIOURS F. Montaguti Vilnius, 01 April 2011 THE TOURIST REGION
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- 22. VISITORS’ PROFILES Individual travellers 15-20%Italians ½ of the foreigners from non European countries Repeaters: 30% They look for a nonspecific “Venetian experience” Venice is the only destination of their trip They barely know the territory Not so interested in visiting the surroundings (islands as Murano, Torcello, etc. included…) They are happy with their experience “ THE TRADITIONAL TOURIST”
- 23. I WOULD LIKEIT… BUT ... Individual travellers Staying in Mestre 24% Italians Foreigners are mostly Europeans (75%) Repeaters: 25% Behaviour and motivation are close to the ones observed in the Venetian tourist They do not collect much pre- booking information 37,3% of them will sleep in Venice when/if they come back VISITORS’ PROFILES
- 24. Individual travellers Accommodation inthe rest of the relevant tourist region Italians: 27% Foreigners are mostly Europeans (80%) Repeaters: 39% Good awareness of the territory Demanding about price/quality ratio (whatever the price) They have some criticism about Venice They are interested in other “minor” attractions If they should come back, they would choose again to stay outside Venice (68,4%) DEMANDING VISITORS’ PROFILES
- 25. GROUP TRAVELLERS Medium-high spenderslodged in Venice city centre → TRADITIONAL TOURISTS Medium-low spenders lodeged in the rel. Tourist region (Mestre included) → I WOULD LIKE…BUT.. Niche tourists, medium-high spenderes, lodged in the rel. tourist region “(Mestre excl.) → DEMANDING Why travels agents have them lodging outside Venice Because of price and allotments Logistics: hotels outside Venice have a park, and access to main roads, highways, etc. is easier (very important if Venice is a “Stop” of a otur Some tourists are interested in alternative destinations and many areas/cities around Venice are lovely Why travels agents have them lodging in Venice Because big spenders demand an accommodation in Venice Because Venice is the only destination of their trip VISITORS’ PROFILES
- 26. OVERALL TOURIST REVENUEIN THE HISTORIC CITY =1,5-2 BILLIONS € → 40% OF THE REGIONAL TOURIST REVENUE ECONOMIC IMPACT Cruise passengers average expenditure per day. Index numbers. Source: CISET on CISET , and Ideas-Risposte turismo data. 2006 Source: Ideas-Risposte turismo data. 2006 CRUISE PASSANGERS 10%
- 27. Cultural tourism • 18.5million overnights • 22% overnights of all Italian art cities • good performer: +16% in the last 10 years, but Venice performs better: almost 100% more in 10 years • 70% international tourists BEYOND VENICE Fonte: Direzione Sistema Statistico Regionale su dati Istat - Regione Veneto, 2005-2012 . Seaside tourism • 17% overnights of Italian seaside resorts • mature: +10% in 10 years (+6,2% in Italian other seaside resorts ) • 56% international tourists Lake • 40% overnights of Italian lake resorts • good performer: about +20% in 10 years (+20% in other Italian lake resorts) • 80% international tourists Mountain • 10% overnights of Italian mountain resorts • critical: about -10% in 10 years (+5% in other Italian mountain resorts) • 20% international tourists Spa • 23% overnights of Italian thermal resorts • critical: -6% in 10 years (+0% in other Italian thermal resorts). • 40% international tourists The first region for tourism in Italy 16,3 million arrivals 62 million overnights in the Veneto Region in 2013
- 28. Traditional typologies oftourism based on prevalent resources: lake, seaside beaches, mountains, spas • High concentration of services (accommodation, restaurants, tourism services, ecc.) • cultural attractions (villas, small churches, archeological sites, etc) spread all over the area • Development of promotional activities for increasing the knowledge of “minor” resources (events, biking/walking paths, etc.) DEMAND PROFILE • Very high customer loyalty (high % of German, English, French tourists). • Repeaters, not very demanding • Deep knowledge of the destination (including Venice) • Motivation: relax, sports, nature, 20% interested in territorial and cultural small resources , 8% interested in visiting small museums • Length of stay higher than average (1 week) • The visit of Venice is a 1-day leisure opportunity among other possibilities during their stay in Veneto. • Mobility to Venice: a matter of easy accessibility in short time VENICE AND THE REST - RELAX GARDA LAKE DOLOMITES ABANO JESOLO CAORLE CHIOGGIA
- 29. FEATURES • Extra-urban areasand preserved rural landscapes • Accomodations slike villas, farm houses, etc. often preferred • Diversified attractions (cultural, natural, wine&food, etc.) DEMAND PROFILE • Willing to spend money in typical products (Murano glass, fine wines, distinguished souvenirs, Made in Ital, etc.) • Very demanding repeaters • Mix of motivations (wine and food testing, cooking classes, craft tourism, etc. ) • Life-style • Sustainable mobility (bike/walking paths) GARDA LAKE PADUA HILLS TREVISO HILLS ✓ The visit to Venice is a 1-day leisure opportunity among other possibilities in the destination during their stay in Veneto. ✓ Mobility to Venice: a matter of symbolic nearness to a very important Italian cultural center (it could also be Florence or Rome) VENICE AND THE REST - CULTURAL LANDSCAPE VENICE LAGOON
- 30. Strong relationsbetween Venice and these peripheral destinations Both spatial (max 30 km distance) and thematic (i.e. villas as past summer sojourn in different Veneto’s areas for Venetian aristocracy) FEATURES • Variety of small cultural attractions (e.g.the Palladian villas, il Santo – Padua, Treviso city centre) • Good level of accommodation and tourist services but weakness in accessibility of the attarctors (location, private property, digitaletc.) • Local goverments trying to create an integrated system including all these cultural attractions • Different uses for the villas (hotels, restaurants banqueting, MICE, cultural events&visits) DEMAND PROFILE • High share of local demand for attractors and services • More recreational and social excursions than cultural visits and holidays • High share of False excursionists in the accommodations • Very high international tourists loyalty (high % of German, English, French tourists). • Willing to spend money in typical products and cultural activities (Murano glass, Made in italy products etc.) RIVIERA DEL BRENTA PADUA TREVISO VENICE AND THE REST -THE DELIGHTFUL SUBURBS
- 31. a “unique(but generic) atmosphere” a traditional product, with no innovation risk of banalizing many “new comers” high share of tourists coming from far away tourists look for a “standard” experience TOURIST PRODUCT MARKET High turnover rates of tourists Reliance on undifferentiated markets MARKETS/PRODUCTS
- 32. NEGATIVE EXTERNALITIES INAN URBAN ENVIRONMENT • pollution of the environment, due to cars, coaches, ships, etc. • crowding out of other urban functions (Preud’homme 1986; van der Borg 1991; Sassen 1994;), and a more complex “second level” crowding out (Russo & van der Borg 1998; Meethan 1996), when activities related to cultural, high-quality visits are replaced with others selling cheap, mass flow oriented goods • increase in the prices of any kind of good, affecting residents’ welfare • congestion, worsened some time by seasonality • parking problems • contests on the use of spaces for different purposes (Douglas 1998) THE COSTS/BENEFITS BALANCE • visitors pay for the “support services“ provided by commercial activities • No one pays for the provision of the primary attractions (Ashwort & Tunbridge 1990). • The fiscal mechanism cannot completely bridge the gap MASS TOURISM !!!! The problem of costs/benefits balance can be further complicated by the visitors composition (tourists/excrsionists ratio)
- 33. Source: TourMIS Situation andevolution of tourism in the main urban destinations in Europe. The competitive environment
- 34. VENICE ICOMPETITIVE PROFILE Postcardcities. Competitive profile Source: Minghetti&Montaguti, 2009
- 35. • Echtner, C.M. “The Semiotic Paradigm: Implications for Tourism Research” Tourism Management 20 (1999), pp. 47-57. • Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of destination image: an empirical assessment. Journal of Travel Research, 31(4), 3-13. • Gallarza, M., Gil, I. & Calderón, H. (2002) “Destination image. Towards a conceptual framework”, Annals of Tourism Research, 29 (1), 56-78 • Manente M., Montaguti F. (2006) Isolated in the Centre. Perception of accessibility and mobility role in the Spreading of Venice Tourist Region. In Weirmair K., Pechlaner H., Bieger T.(eds.) Time Shift, Leisure and Tourism. Berlin: Erich Schmidt Verlag, pp. 285-305 • Manente M., Montaguti F. (2006) The Inside-Out Gear – How to Monitor the Impact of Accommodation Evolution on Demand Choice in Heritage Cities. Tourism Review Vol 61 n. 2/2006, pp. 6-16 • Meneghello S., Montaguti F. (2014) Few Words, Mass Effect. Travel writings and destination image: The case of Venice. In M. Kozac & N. Kozac (eds) Proceedings of the 3rd Interdisciplinary Tourism Research Conference, Istanbul 3-7th June, 2014, pp. 447-453 • Minghetti V., Montaguti F. (2010). Cities to Play. Outlining competitive profiles for European Cities. In J. A. Mazanec. K.W. Woeber (eds.) International City Tourism: Analysis and Strategy, Wien: Springer-Verlag, pp. 171-190 • Robinson, M. & Andersen H. C., eds. Literature and Tourism, London: Thomson, 2004. • Russo, A. P. (2002). Tourism Vicious Circle. Annals of Tourism Research, 29 (1), 165-182. • Sheller M., & Urry, J. (2004) Places in play, places to play. In M. Sheller & J. Urry (Eds.) Tourism mobilities (pp. 1-10) London: Routledge • Travlou, P. (2002) “Go Athens: A Journey To the Centre of the City” in Simone Coleman & Mike Crang, (Eds) Tourism: Between Place and Performance (pp. 108-127). New York: Berghahn Books. • Urry, John, “Death in Venice”, Tourist mobilities: Places to Play, Places in Play, ed. by M.Sheller & John Urry, Routledge, 2004. • van der Borg, J. (1988). Tourism Systems- Residential and Commuting Tourism and some Consequences. Revue de Tourisme, 4, 17-22 Essential bibliography
- 36. fedem@unive.it Grazie! www.unive.it/ciset @ilCISET @F07Montaguti Master in Economiae Gestione del Turismo
Editor's Notes
- #8 crescent-shaped body of water between the Italian mainland and the Adriatic sea. It lies within the arms of the Litorale Pellestrina, Litorale di Lido, and Litorale del Cavallino. These three strips of land are broken at only three entrances or porti along a length of some 30 miles (45 km) The city is built on more than 118 islands in the Venetian Lagoon, and it's linked to the mainland by a rail and road causeway named the Ponte della Libertá ("Bridge of Liberty").
- #9 Venice is among the world's most urban cities: a crowded aggregate of houses, palazzi, churches, squares, and other manmade structures, with few public green spaces to relieve a landscape dominated by stone, brick, and stuccoed walls. So much for the obvious. What most visitors don't realize is that Venice is surrounded by one of the most ecologically rich bodies of water in the Mediterranean: the Laguna Véneta, or Venetian Lagoon. The Laguna is a crescent-shaped body of water between the Italian mainland and the Adriatic sea. It lies within the arms of the Litorale Pellestrina, Litorale di Lido, and Litorale del Cavallino. These three strips of land are broken at only three entrances or porti along a length of some 30 miles (45 km), creating a marshy environment that is fed by rivers yet flushed by salt water from the Adriatic. In Venice: The Art of Living, Frédéric Vitoux has this to say about the Lagoon: "The flow of rivers and canals mingles with the wash of the sea, with the slow movement of the Adriatic tides, checked by peninsulas and sandbanks. The barene, those stretches that are now submerged, now emerging, sometimes appear to twinkle on the horizon below their fringes of weeds. The mysterious play of the currents, in a slow process of undermining, eroding, and filling, shifts the deepest basins and brimming lands, providential pastures for crab, shrimp, shellfish, octupus, squid, gulls, snipe, herons, wild ducks, shoveler ducks--all the incorrigible hunters and fishers. And I thought this was an inanimate realm." As Vitoux points out later in the same chapter, the Venetian Lagoon has an average depth of just two feet. Yet within that shallow depth are any number of creatures: anemones, crabs, mussels, limpets, barnacles, cuttlefish, squill, oysters, shrimp, and fish that range from the tiny anchovy to eels, mullet, and sea bass up to 30 inches (75 cm) in length. And because so much food is readily available, birds such as ducks, swans, cormorants, and spoonbills proliferate on the many abandoned or uninhabitable islands in the lagoon. Farming and fishing Fish farming is a relatively new phenomenon in the North America, but the Lagoon's inhabitants have practiced vallicultura for centuries. Fish farmers create a maze of banked areas, with fish locks connecting the valle or ponds to the open lagoon. The fish locks, or dams, are opened at certain times of the year to admit fish, then closed until the fish are ready to return to the lagoon--at which time some are caught and others are released to grow or reproduce in their natural environment. The Venice lagoon, Italy's largest lagoon, covers 550 km2. Sand bars partially isolate the lagoon from the Adriatic, with direct exchange with the sea only occurring at three inlets that individually connect the lagoon's northern, central, and southern portions. The lagoon consists of a number of interrelated habitats. The terrestrial portion includes the lagoon's interior islands and sandbar and the surrounding coastal strip. The aquatic portions, which account for more than 90% of the lagoon's surface area, include channels, shallows, mud flats and salt marshes. These varying habitats host a number of organisms and diverse communities