DNE Summit 2016 Italy Bound Tourism to the U.S. 2016 By OLGA MAZZONI President VISIT USA Association Italy MOTT Italian Rep. DNE Project Manager
Italian market 4TH LARGEST EUROPEAN MARKET 12TH LARGEST INTERNATIONAL MARKET 963,000 ARRIVALS IN 2014 +15% INCREASE IN ARRIVALS FROM 2013 +29.3% increase for DNE / 75.000 visitors (7.8% DNE Market Share) Continued growth in the first six months of 2015 with a 6% increase year on year Projections from 2016 show inbound arrivals to increase between 4%-5% until 2017 Italian GDP is expected to grow in 2016 by 1.5% Estimates indicate Italian arrivals in 2015 might reach the 1,000,000
TOP STATES MOST VISITED BY ITALIANS Share Rank New York 50.7 1 Florida 21.0 2 California 18.7 3 Nevada 10.4 4 Massachusetts 7.0 5 Arizona * 6 Illinois * 7 Pennsylvania * 8 Utah * 9 Texas * 10
TOP CITIES MOST VISITED BY ITALIANS Share Rank New York City 49.4 1 Miami 15.8 2 Los Angeles 13.1 3 Las Vegas 10.2 4 San Francisco 10.1 5 Washington DC * 6 Boston * 7 Orlando * 8 Chicago * 9 Florida Keys * 10 Repeat Visitors: 72.7% Purpose of Trip: Vacation Business - Study
Italy: one of the highest per capita spending trends in Europe In 2014: average of $3,400 per capita spending Average household income of the Italian traveler: $79,500 per annum Average age: 37 females and 40 males The USA: preferred long-haul destination A mature destination for the Italian market The length of stay for Italian visitors: 12-15 nights for the last 5 years Combination of 3/4 states in one trip
Shopping Authentic Genuine dining - greater importance of local food NO ITALIAN FOOD while in the USA! Italian travelers enjoy cultural and historical activities such as sightseeing, museums, and guided tours
Other interests Visits to National Parks, monuments and the countryside Popular activities are: music, entertainments and sporting events
New England - perception Different, historic,stylish, lyngering, cultural Closer to Europe / Small Region / smooth travel Romantic / Honeymoon destination Inviting, elegant, not for the mass/ordinary traveler Qualified gastronomy Great humanity / Great People
The Italian air travel industry restructured in 2014 with Abu-Dhabi based carrier Etihad taking a 49 % stake in former Italian national air carrier Alitalia #3 U.S. carriers American Airlines, Delta and United, #2 Italian carriers, Alitalia and Meridiana and Emirates Airlines: daily nonstop service between the United States and Italy Direct flights: from major cities (Milan, Rome and Venice) and other cities during the summer (Naples, Pisa and Palermo) to a number of American destinations including, Boston Summer 2016: # 32 non-stop flights Italy / USA - daily departures; over 180 direct flights each week
NEW! July 1 2016
Boston, MA New York, NY Montreal PORT of ENTRY TRANSPORTATION IN NEW ENGLAND Rented car Amtrak/Train Inter City Bus
E-Commerce travel e-commerce in Italy grew 11% estimated $9.5bn = 37% of the entire value of e-commerce in Italy ($20bn) The use of mobile e-commerce in the tourism industry will reach a 20% market share in 2016. American digital companies account for the great majority with Amazon, Booking, ebay and Expedia = 70% of total e- commerce sales. Expedia accounts for almost 15% of all travel booking from Italy towards the U.S. an Italian Landing Page is always appreciated
2 Social Trend-setters 2 of the greatest age groups that set trends are the millennials and growinggrey Millennials: the most tech savvy travelers Enjoy sharing economy experiences (airbnb, bikesharing, carsharing, etc) Also found on bleisure adding a couple of days to business trips and participating in sporting activities.
growing-grey Growing grey (65+ years old) are increasing rapidly Retirees are a very attractive market in non-peak seasons This age group pursues accessible adventures, cultural exchanges and interactions with nature The accessibility of destinations will become increasingly important to them
Innovative Trends RISE OF MOBILE and PERMANENT CONNECTIVITY 80% of users have at least 1 travel app on their smartphone BRAND ATTRACTIONS The Fondation LVMH in Paris Fondazione Prada in Milan The World of Coca-Cola in Atlanta The Ferrari World in Abu Dhabi etc LUXURY TRAVEL Frontierism live experiences no one else can do EXPERIENCE INTANGIBLE CULTURES mix with local artists, stay in up and coming neighborhoods, and learn new things Culture 3.0