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					                             Travel and Tourism in Italy to 2017
                 Italy faces intense competition in the tourism sector from its neighbors France and Spain.

Aarkstore Enterprise (India), 28th September, 2013 : In 2012, Italy was ranked fifth by the United Nations World
Tourism Organization (UNWTO) in terms of inbound tourist arrivals and international tourist receipts. While the
country recorded a decline in domestic tourism in 2011, inbound tourism continued to increase. In fact, inbound
tourism growth remained strong through the 2009 financial crisis and has remained so through the European debt
crisis. The travel and tourism sector accounted for 10.3% of the nation’s total GDP and 11.7% of its employment in
2012. In the World Economic Forum’s (WEF’s) Travel and Tourism Competitiveness Index 2013, Italy moved up one
from 2011 to stand at 26th of 140 countries in 2013. The country was ranked first in terms of tourism infrastructure.

The growth of the travel and tourism sector slowed in 2012 as the country entered another recessionary period.
Besides the nation’s economic contraction, a decline in investment and consumer spending was also recorded.
According to the National Statistic Institute (Istat), the economy contracted by 2.6%, investment decreased by 2.3%
and domestic consumption declines at a rate of 0.7% over figures from 2011.

The number of tourists from Brazil, Russia, India and China (BRIC countries) increased during the last five years. This
upsurge is expected to make up for the decrease in domestic and European tourists. The government and tourism
promotion agencies have been making efforts to attract tourists from these source countries. For example, in
September 2010, Italy, France and Spain entered into an agreement to collectively attract international tourists from
the BRIC countries. Under the joint logo of “European Passion”, the three countries aim to promote the
Mediterranean Arc in BRIC countries.

Italy faces intense competition in the tourism sector from its neighbors France and Spain. In order to gain a
competitive edge over its competitors and attract tourists to the country, the government launched the tourism
revival plan in January 2013. The plan is aimed at revamping tourism taxes, better using taxpayer’s money to
improve hotelier and graduate training.

Italy has a large number of museums and palaces which attract many visitors. For example, the Galleria degli Uffizi at
Florence was visited by 1.8 million people in 2012, while the Palazzo Ducale in Venice attracted 1.3 million visitors.
According to a list of the top 100-most-visited museums worldwide in 2012 compiled by the Art Newspaper, 12 were
in Italy.

Italy boasts one of the most well developed airport infrastructures in the world and is ranked 24th out of 140
countries in the WEF’s Travel and Tourism Competitiveness Index 2013. The infrastructure is being modernized and
improved to provide world-class facilities. The Milan Airport Authority is undertaking an expansion project at Milan
airport with an investment of US$2,467 million. The project, which is expected to be completed by early 2014, will
enhance capacity and modernize facilities.

The increase in domestic and inbound tourist volumes led to greater demand for accommodation. Several
multinational hotel chains marked their presence in the Italian hotel market. JW Marriott’s first property is expected
to open in Italy by the end of 2014. The Spanish hotel chain, Melia, will further expand its footprint in the Italian
hotel market with the opening of a hotel in Sicily by the end of 2013.

Target audience

       Travel and Tourism companies (Italian and Global).
       Suppliers to Travel and Tourism companies.
       Contractor research organizations.
       Trade body, academia or other industry observers.
       Companies involved at any stage in the manufacturing, procurement and marketing process.

Related reports

       Travel and Tourism in Belgium to 2017.
       Travel and Tourism in Austria to 2017.
       Travel and Tourism in Switzerland to 2017.
       European Business Traveler Survey 2013: Hotel Accommodation, Selection Criteria and Customer
        Expectations of New Technology, Promotions and Services.
       Travel and Tourism in Germany: Key Trends and Opportunities to 2016

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