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ENIT | Piano Triennale 2019_ 2021 | Meet Forum 2019

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Meet Forum 2019 | Mediterranean European Economic Tourism Forum
Luxury Travel con ENIT Agenzia Nazionale Turismo e i campioni dell'ospitalità del Mediterraneo
Forte Village, in Sardegna | Sabato 5 ottobre
UniCredit Hall | 10.15 : 11.00
https://www.meetforum.it/programma-2019/

Il Piano Triennale di marketing e promozione 2019 - 2021 di ENIT Agenzia Nazionale Turismo

Maria Elena Rossi
Direttore Marketing e Promozione ENIT Agenzia Nazionale Turismo
https://www.meetforum.it/speaker/maria_elena_rossi/

Meet Forum 2019 | Mediterranean European Economic Tourism Forum, a Forte Village, uno dei resort più premiati al mondo: sabato 5 e domenica 6 ottobre un formidabile appuntamento con conference, Laboratori d'Innovazione Turistica e Tavoli al Lavoro, il tema è lo sviluppo economico delle Destinazioni Turistiche del Mediterraneo.
https://www.meetforum.it

Veröffentlicht in: Marketing
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ENIT | Piano Triennale 2019_ 2021 | Meet Forum 2019

  1. 1. PIANO TRIENNALE DI MARKETING E PROMOZIONE 2019 - 2021
  2. 2. 2019/2021 IL PERCHÉ DI UNA CRESCITA A VALORE
  3. 3. I princìpi generali richiamati dal Piano Strategico per il Turismo: Sostenibilità Accessibilità Innovazione
  4. 4. Gli obiettivi generali di sviluppo turistico: • Una maggiore penetrazione di quei segmenti di domanda capaci di portare economia ai territori • La messa a valore di aree non ancora posizionate sui mercati e con potenziale di sviluppo • La maggiore distribuzione nelle diverse stagioni turistiche • La segmentazione del mercato
  5. 5. 2019/2021: OBIETTIVI Spagna Italia OBIETTIVO
 1,5 MILIARDI EURO DAL TURISMO DI QUALITÀ E SOSTENIBILE DI CUI • 350 MILIONI DI EURO DALL’ASIA • 1,15 MILIARDI DI EURO DAL TURISTA COSMOPOLITA DA EUROPA E USA OBIETTIVO
 CRESCITA A VALORE +10% NEL 2018 • I TURISTI STRANIERI DI PROFESSIONE «DIRIGENTE» HANNO SPESO 3,3 MILIARDI DI EURO • I TURISTI STRANIERI IN ITALIA 
 PER «SHOPPING» HANNO SPESO 
 1,5 MILIARDI DI EURO • I TURISTI DALL’ASIA HANNO SPESO IN ITALIA 1,8 MILIARDI DI EURO
  6. 6. IL PERCHÉ DI UNA CRESCITA A VALORE: LA STRATEGIA WHYPST - AFFLUENT - FAMIGLIE - SPECIAL INTEREST - YOUNG STAGIONALITÀ • ALL YEAR AROUND • SHOULDERS SEASONS BUSINNES MICE LEISURE ES. FOOD/SPORT/LUSSO (PRODOTTI ARTICOLATI PER SEGMENTO/MERCATO) REGIONI/DESTINAZIONI OPERATORI PUBBLICI/PRIVATI TERRITORI PRODOTTI/ESPERIENZE MERCATO/TARGET (SOSTENIBILITÀ/INNOVAZIONE/ACCESSIBILITÀ) WHO WHEN WHAT WHERE OBIETTIVO: CRESCITA A VALORE (PRESENZE QUALITÀ REVENUE) OFFERTA DOMANDA
  7. 7. I SEGMENTI DI DOMANDA I SEGMENTI DI DOMANDA PRIORITARI: • Famiglie • Alto di gamma • Special interest groups • Golden Age • Millennials e Gen Z
  8. 8. I MERCATI TARGET I mercati obiettivo
 • Domestico di prossimità
 • Mercati extraeuropei consolidati
 • Mercati extraeuropei da sviluppare
  9. 9. Il turismo domestico rappresenta la metà dei flussi sia in termini di arrivi (50,9%) che di presenze (49,5%) e si conferma il primo bacino di domanda per il Paese.
  10. 10. I mercati di prossimità - tra cui i principali Germania, Francia e Regno Unito, Paesi Bassi e Svizzera - sommano da soli il 25,7% delle presenze totali in Italia.
  11. 11. Tra i mercati extraeuropei - Usa e Canada, Cina, Australia e Brasile producono il 5,9% delle presenze totali in Italia. Tra i mercati extraeuropei da sviluppare, il focus delle azioni di posizionamento si concentra sul Sud Est Asiatico e sul Medio Oriente.
  12. 12. FOCUS PAESE: IL TURISMO DALLA CINA OVERVIEW DEL TURISMO CINESE 2018 ARRIVI DEI TURISTI CINESI NEL MONDO E NELL’UNIONE EUROPEA - VAR. % +5,1% +9,3% +5,1% +16,9% +5,8% +17,7% Worldwide European Union (EU-28) European Union (EU-27) when excluding the UK Var. % 2018 su 2017 Var. % Gennaio - Aprile 2019 su 2018 - previsioni Fonte: Ufficio Studi ENIT su dati ETC - European Travel Commision «Chinese Tourists flock to Europe» 2018 - Chinese New Year Golden Week 2018 - Summer School Break (July-August) 2018 Mid-Autumn & Chian’s National Day Golden Week Worlwide destinations European Union (EU-28) +3,8% +5,1% +7,1% +3,4% -0,6% +0,4%
  13. 13. I PRODOTTI TURISTICI SLOW ACTIVE MEETING
 INDUSTRY Fonte: Ufficio Studi ENIT su dati Istat, Banca d’Italia, Unioncamere I PRODOTTI TURISTICI ITALIANI I princìpi: • segmentazione per mercato e target • innovazione sui mercati maturi • posizionamento sui nuovi mercati 28,5 57,5 14,4 SLOW ACTIVE MEETING INDUSTRY
  14. 14. ESPERIENZE SLOW I prodotti turistici slow si distinguono per una tipologia di vacanza attraverso cui la fruizione della destinazione avviene in maniera “verticale” cioè in profondità e, al di là della durata della vacanza, in modalità lenta. • TURISMO CULTURALE • TURISMO DELLE CITTÀ • CIRCUITI TERRITORIALI • TURISMO RELIGIOSO • WELLNESS • WEDDING • SHOPPING
  15. 15. ESPERIENZE SLOW TURISMO CULTURALE:
 I 3 CENTENARI PRODOTTI TURISTICI 90,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% 84,4% C ittà d’arte Enogastronom ia Festivaled eventi M are M ontagna O utdoor W ellness Religione C ongressie fiereEventisportivi 71,3% 48,2% 41,5% 23,6% 17,2% 15,1% 10,8% 7,7% 4,6% 1 2 3
  16. 16. 1 2 3 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% Luoghi vissuti Storia della vita Musei e biblioteche storiche Opere Monumenti Mostre Eventi Fattori di narrazione (max 3 risposte) 56,4% 53,6% 49,7% 36,7% 36,4% 35,9% 12,1% 92,8% Che cosa attira di più dei centenari di Leonardo, Raffaello e Dante Che cosa attira di più dei centenari di Leonardo, Raffaello e Dante Il 92,8% delle risposte degli intervistati dà molto peso a fattori romanzabili come luoghi + storia di vita. Il 72,6% a fattori spettacolarizzabili come mostre + eventi. Nel ranking, il primo posto è dei luoghi vissuti (56,4%). Il secondo delle opere (53,6%). Il terzo posto è dei monumenti che li celebrano e li riguardano (49,7%).
  17. 17. Turismo e produzioni locali settori economici che si INTRECCIANO con risultati positivi Fonte: Ufficio Studi ENIT su dati ISMEA/ISTAT 28,2 20,2 6,0 6,5 6,3 7,3 2,5 1,0 2,0 5,2 5,1 2,31,9 1,7 1,5 1,2 1,2 1,2 1,0 0,6 0,4 1,1 0,3 0,9 4,5 1,21,3 4,3 17,9 14,6 Germania Stati Uniti Francia Regno Unito Spagna Canada PRESENZE TURISTI IN ITALIA% VALORE ALL’EXPORT DA ITALIA% Paesi Bassi Svizzera Belgio Australia Austria Giappone Svezia Norvegia Brasile
  18. 18. ESPERIENZE ACTIVE I prodotti turistici active indicano una vacanza la cui fruizione avviene in maniera “orizzontale” fruendo del territorio di destinazione in termini di visita attiva dei luoghi: ciò implica sempre una partecipazione diretta al servizio offerto. Nel complesso si tratta di prodotti che sommano il 28,5% delle scelte della domanda turistica in Italia. • TURISMO SPORTIVO • MONTAGNA ESTIVA ED INVERNALE • PARCHI NATURALI • SUN & BEACH • LAGHI • PARCHI TEMATICI
  19. 19. ESPERIENZE ACTIVE TURISMO DELLA MONTAGNA MONTAGNA TUTTO L’ANNO: VERSO LE OLIMPIADI Nel 2018 la vacanza in montagna ha totalizzato 3,4 milioni di visitatori stranieri che rappresentano il 3,7% dei turisti su oltre 94 milioni di viaggiatori complessivi. In crescita anche i pernottamenti, pari a 14,8 milioni (+14% sul 2017). Quasi 1,6 miliardi gli euro investiti: con un incremento del +12% circa rispetto al 2017. Le Olimpiadi Invernali 2026 sono una grande opportunità di sviluppo e posizionamento per tutta l’Italia.
  20. 20. LA MEETING INDUSTRY Il MICE include i meeting, gli incentives, i congressi e gli eventi, prodotti che sommano il 14% delle scelte della domanda turistica in Italia. Alto potenziale di sviluppo per il turismo bleisure.
  21. 21. Top 10 Paesi nel mondo per numero di meetings 2018
 Andamento rispetto al 2017 Fonte: Ufficio Studi ENIT su dati ICCA 2018 MEETING INDUSTRY NEL MONDO USA 947 Spagna 595 Regno Unito 574 Giappone 492 Paesi Bassi 355 Germania 642 Francia 579 Italia 522 Cina 449 Canada 315 TOTALE CONGRESSI 2018 12,937
  22. 22. Fonte: Ufficio Studi ENIT su dati ICCA 2018 MEETING INDUSTRY IN ITALIA NUMERO DI MEETINGS
 ORGANIZZATI NEL 2018 Var.% 2018/2017 Quota % sul totale
 meeting nel mondo 4,0% 522 1,4% Friuli Venezia Giulia Trentino Alto Adige VenetoLombardia Valle D’Aosta Piemonte Liguria Toscana Sradegna Sicilia Calabria Emilia Romagna Marche Umbria Abruzzo Molise PugliaCampania Basilicata Lazio
  23. 23. 2019/2021 • LE MILESTONES 2019-2021 verso il 2026 GENNAIO FEBBRAIO MARZO APRILE MAGGIO GIUGNO LUGLIO AGOSTO SETTEMBRE OTTOBRE NOVEMBRE DICEMBRE GENNAIO FEBBRAIO MARZO APRILE MAGGIO GIUGNO LUGLIO AGOSTO SETTEMBRE OTTOBRE NOVEMBRE DICEMBRE GENNAIO FEBBRAIO MARZO APRILE MAGGIO GIUGNO LUGLIO AGOSTO SETTEMBRE OTTOBRE NOVEMBRE DICEMBRE MILESTONES CENTENARIO LEONARDO GIRO D’ITALIA 100 ANNI DI
 TURISMO IN ITALIA CENTENARIO RAFFAELLO ANNO DELLA CULTURA E
 DEL TURISMO ITALIA-CINA DUBAI 2020 CENTENARIO DANTE ANNO DEL TURISMO DI RITORNO G20 PRESIDENZA ITALIANA MONDIALI SCI CORTINA
  24. 24. LA MATRICE DI MARKETING STRATEGICO FAMIGLIE ALTO DI GAMMA SPECIALISTS BUSINESS ITALY - BRAND POSITIONING LEGENDA SEGMENTI MATRICE 1 - I SEGMENTI TARGET MERCATI PRODOTTI SLOW ACTIVE MICE CULTURALE ENOGASTRONOMIA RELIGIOSO BENESSERE SHOPPING SPORT-GOLF SPORT-SCI MONTAGNAINVERNALE MONTAGNAESTIVA PARCHINATURALI SOLEMARE-COSTA SOLEMARE-ISOLE DIVERTIMENTOEPARCHIATEMA FIERE MEETINGECONGRESSI DOMESTICO Italia DI PROSSIMITÀ Germania Francia Regno Unito Paesi Bassi Svizzera EXTRAEUROPEI CONSOLIDATI Stati Uniti Canada Brasile EXTRAEUROPEI EMERGENTI Cina Australia EAU

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