Slide supporting an introductory seminar on tourism in Venice for non tourism educated students. Seminar held at Paris IV Master Culture Politique Patromoine

1. Paris, 17th February 2016
TOURISM IN VENICE
Tourists, products, impacts
Federica Montaguti – CISET
Master Culture, Politique, Patrimoine

2. CISET – TOURISM IS 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 – TOURISM IS 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 the Economics 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?
HOW MANY TOURISTS IN
VENICE?
What do you know about...

7. INTRODUCING VENICE
THE “OLD CITY”

8. INTRODUCING VENICE
• The largest 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

10. INTRODUCING VENICE
AROUND VENICE

11. TOURISM IN VENICE
About 20 mil visitors per year
Excursionists Tourists
False Excursionists
Cruise pax
Others Others
Cru
ise
pax

12. FEATURES
• High concentration of 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

13. TOURISM IN VENICE

14. TOURISM IN VENICE
Main home-ports in the Mediterranean. Revenue passengers. 2014
Source: CISET on Venice Municipality data

15. Main home-ports in the Mediterranean. Revenue passengers. 2014
Source: ECC,
PORTS – Venice role in the Mediterranean (II)

16. TOURISM IN VENICE

17. RELEVANT TOURIST REGION – False excursionists
A WIDE COMPLEX ECONOMIC SYSTEM
Source: CISET, 2003

18. A WIDE COMPLEX ECONOMIC 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

20. TOURISM IN VENICE
https://www.youtube.com/watch?v=rEZBnjyIyK8

21. TOURISM IN VENICE
https://www.youtube.com/watch?v=9uumJS-WQqo

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 LIKE IT… 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 in the 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 spenders lodged 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 REVENUE IN 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
• 18.5 million 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 of tourism 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 areas and 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 relations between 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 IN AN 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 and evolution of tourism in the main urban destinations in Europe.
The competitive environment

34. VENICE ICOMPETITIVE PROFILE
Postcard cities. 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 Economia e Gestione del Turismo