IL PRODOTTO TURISTICO OUTDOOR IN LIGURIA THE LIGURIAN OUTDOOR TOURISTIC PRODUCT 1
CONTEXT ANALYSIS Ligurian tourism has a central role in the ligurian economy (and also italian) The tourist gross domestic product is about 7 thousand millions (32,2% in Liguria-which is the 5,1% of ligurian gross domestic product and 67,8% in the other italian regions. The touristic shopping brings about 29.100 workers in Liguria and 112.250 in the other italian regions Hotels : 1.516 per 65.651 beds n. Other Accomodation Facilities: 2600 per 88.500 beds Index clear use : 39,3% (Italia 38,2%) 2
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STAGIONALITÀ > LIGURIA > RIPARTIZIONE MENSILE DELLE PRESENZE 2003 2007-2010 Stagione 2003 2007 2010 Alta (luglio e agosto) Media (maggio, giugno, settembre e ottobre) Bassa (gennaio, febbraio, marzo, aprile, novembre, dicembre) 35,3% 35,3% 37,6% 36,5% 36,4% 37,6% 28,2% 28,3% 24,8% Ns. elaborazioni su fonte ISTAT In the three analysed years the monthly visitors trend is similar. There is a drop of the visitors in the first months of the year, from january to july. In the low season the percentage of visitors loses 3,4 points between 2003 and 2010 but high and medium season grow (2,3 points). 7
LA PROGRAMMAZIONE TURISTICA 2013-15 L EVOLUZIONE DELL OFFERTA LIGURIA TRADITIONAL TOURISM To steady and to improve LANDSCAPE TOURISM To develop and to improve INTEGRATA & Sea and boat tourism Winter tourism Old visitors Saving Excape from the town Meeting, congress, incentive Environment and nature Art Cities and culture Hinterland and historic villages Food and wine Major events A different Experience ALL SEASON 8
LE AZIONI IN VIA DI ATTUAZIONE PER LO SVILUPPO DEL TURISMO OUTDOOR Cycling Tourim: to pass and to implement the Ligurian Cycle network and of her signs. Experimentation in Ardesia bike path and extension to other locations. MTB: Identification and georeferencing of certain paths of particular appeal to create a first network of Liguria. Path of the coast: identification and promotion of a path that crosses the entire region through the landscape and villages typical Ligurian. Product Club biking & hiking: it allows companies to aggregate motivated the construction and development of the tourism product linked to the themes of ecotourism. Integration with the REL.
SEGUE Identification and implementation of footpaths to explore the natural, cultural and artistic point of view of accessible tourism in Liguria and the connection between the coast and inland, also by REL Limited amount of money to tourism enterprises participating in the club produced for the purchase of specific equipment Accessible Tourism: identification of pathways dedicated to people with disabilities promotional initiatives targeted to active tourism
PROMOTION AND COMUNICATION OF OUTDOOR PRODUCT Web marketing website www.turismoinliguria.it - Special section - development of specific APP - azioni SEO e SEM Ligurian WI-FI project Multimedia and paper material Press and Tour Operator Educational tours and Workshop and touristic fairs Press release Media plan (newspapers, tv and radio)
OBIETTIVI STRATEGICI 1. To improve foreign tourist ourtdoor flows, 2. To improve turistic products strongly linked to the territory 3. Deseasonalizing the tourist flows all year, creating products attractive and compatible in terms of sustainability 4. Encourage the integration of people and territories and coast / hinterland 5. Increase the capacity for marketing promotion of the territory Altri progetti correlati Obiettivo principale del progetto Obiettivi intermedi di alto livello 12
OBIETTIVI OPERATIVI RELATIVI AL CICLOTURISMO 1. Create a network of supply through : - The identification and the development of the system cycling routes and mountain bike existing - The integration of existing ones - creation of club specific product which identify the touristic experience in Liguria as a special experience of tourim - 2. Increase the number of tourists who choose Liguria a vacation destination to make cycling Altri progetti correlati Obiettivo principale del progetto Obiettivi intermedi di alto livello 13
THANKS FOR YOUR ATTENTION Michele Pagani Settore Politiche e Professioni Turistiche