ITALY AS A TOURISM DESTINATION An overview of the UK

Italian National Tourist Board UK & Ireland
ITALY AS A TOURISM DESTINATION
An overview of the UK outbound market
2014/15
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
2015 (Provisional data - Quarter 2)
The latest data published by the Office for National Statistics (ONS) indicates that in the period JanJune 2015 the overall visits abroad by UK residents were 29.573.000 registering an 8.2% increase with
a spending of £16.605 million (+4.3%).
OVERALL OUTGOING (Travel Trends 2014)
YEAR Holiday
travel
(000)
Of which
All
inclusive
Independent
travel
Business
travel
(000)
2006
45.287
18.951
26.336
2007
45.437
18.674
26.763
2008
45.531
17.914
27.617
2009
38.492
14.507
23.985
2010
36.422
14.257
22.165
2011
36.819
14.740
22.079
2012
36.173
14.470
21.703
2013
37.603
15465
22.138
2014
38.519
15.868
22.651
Source Office for National Statistics: Travel Trends 2014
9.102
9.018
8.920
6.887
6.639
6.846
6.956
6.825
6.756
Visits
friends
and
family
(000)
Miscellaneous
(000)
TOTAL
(000)
11.963
12.214
12.392
11.592
10.850
11.594
11.797
12.475
13.272
3.184
2.781
2.168
1.643
1.651
1.576
1.612
1.604
1.535
69.536
69.450
69.011
58.614
55.562
56.836
56.538
58.507
60.082
Variation
-0,1%
-0,6%
-15,1%
-5,2%
2,3%
-0,5%
3,5%
2,7%
According to the ONS Travel Trends Report 2014 the total overall visits abroad by UK residents was
60.082.000 registering a 2.7% increase compared to the previous year, of which 47.025.000 in
Europe, corresponding to 78.3% of the total.
The total of UK nationals was 48.770.000 whilst 11.312.000 was of other nationalities.
The total visits for holiday registered a 2.7% increase with 38.519.000 of which:


15.868.000 (+2,6%) all inclusive
22.651.000 (+2,3%) independent travel
Visits to friends and relatives accounted for 13.272.000 (+ 6.47%), business travel 6.756.000 (-1%),
miscellaneous 1.535.000 (- 4.3%).
The overall night stays were 616.492.000 (+0,8%) of which:




365.072.000 for holidays
35.650.000 for business
196.273.000 for visits at friends and family
19.497.000 miscellaneous
The average stays were 10 nights.
The total expenditure for tourism was £35.5 billion (+1.8%) of which £21.5 billion in Europe
accounting for 60.6%
The average spend per day was £591 whilst the one per visit was £58.
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
THE ITALIAN MARKET
The tourism market towards Italy is a mature market that can be quantified in 2014 with a share of
4.9% (2.948.000) of the total UK outgoing (60.082.000). Since the beginning of the financial crisis, in
the years 2008-2010 Italy suffered a 37% decrease in UK outgoing, but recovered substantially in the
period 2010-2014 with a 31.1% increase, not far from the 3.569.000 peak visitors reached in 2007.
UK residents travel to Italy 2007-2014
(data in .000)
3.569
3.372
2.610
2.630 2.829 2.948
2.248 2.334
2007 2008
2009 2010
2011 2012
2013 2014
In 2014 Holiday travel represented nearly 69% of the total outgoing to Italy (2.031.000) of which
36.5% all inclusive and 63.5% independent travel. Other segments included Business travel 304.000,
visits to friends and relatives 559.000 and miscellaneous 54.000.
The overall night stays were 23.223.000 with a total expenditure of £1.681 million.
British travellers to Italy spent £1.326 mil on holiday (of which £552 mil for inclusive tours and £774
mil for independent travel). £173 mil was attributed to business travel, £143 mil on visits to friends
and relatives and £41 mil for other reasons (miscellaneous).
The overall average overnight stays were 8 nights whilst both the average expenditure was £570 per
visit and £72 per day.
The latest data published by ISTAT (Italian National Statistics Office) shows that in 2013 arrivals of
British travellers in hotels and all other types of accommodation in Italy were 2.955.262 with a 2.3%
increase compared to 2012. The total overnight stays were 11.381.729 (+2.2%).
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
UK Arrivals in Hotels and all other types of accommodation in Italy by Region
ISTAT DATA (Italian National Statistics Office – www.dati.istat.it)
2013
2012 Variation %
Lazio (data not provided in 2013)
594224
594224
0
Veneto
534501
510526
4,7
Lombardia
418436
421889
-0,8
Toscana
380018
370853
2,5
Campania
231818
248262
-6,6
Sicilia
138938
125671
10,6
Piemonte
102866
96390
6,7
Emilia Romagna
102433
94583
8,3
Liguria
76723
68269
12,4
Prov. Aut. Trento
68343
67849
0,7
Sardegna
66272
56674
16,9
Valle d'Aosta
56375
59473
-5,5
Puglia
42066
37232
13,0
Prov. Aut. Bolzano
39883
37288
7,0
Umbria
36192
32960
9,8
Friuli Venezia Giulia
20016
21460
-6,7
Marche
18943
19434
-2,5
Calabria
9873
11145
-11,4
Abruzzo
9534
9129
4,4
Basilicata
7163
5886
21,7
Molise
645
818
-21,1
2955262
2890015
2,3
The most preferred Regions by UK travellers were Lazio, Veneto, Lombardy, Tuscany and Campania
that overall represent 73% (2.158.997) of the total arrivals in all types of accommodation.
COMPETITION
From the statistical point of view Italy is scored fifth in terms of arrivals from the UK behind Spain,
France, USA and Ireland.
ITALYS MAIN COMPETITORS (Visits)
The
elements
of
Market
attraction for the British
Visits
Visits
%
COUNTRY
share
tourist are the rich
2014
2013
variation
2013
cultural heritage, the
Spain
12.246.000
11.749.000
4,2
20,4
great
Mediterranean
France
8.784.000
8.854.000
-0,8
14,6
climate, many flight
connections and above
USA
3.257.000
3.047.000
6,9
5,4
all a diversified and
Ireland
3.095.000
2.853.000
8,5
5,2
quality product that
ITALY
2.948.000
2.829.000
4,2
4,9
makes Italy competitive
Germany
2.323.000
2.423.000
-4,1
3,9
against
its
rivals
Portugal
2.192.000
2.111.000
3,8
3,6
geographically located in
Netherlands
2.111.000
1.972.000
7
3,5
the Mediterranean area
Greece
1.933.000
1.824.000
6
3,2
that include Greece,
Belgium
1.740.000
1.624.000
7,1
2,9
Turkey and Croatia.
Source Office for National Statistics: Travel Trends 2014
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
THE UK TOURIST
The UK tourist travels to Italy mainly driven by cultural enrichment translated into visits to the main
art cities that are able to offer a variety of products and services of unique historic and artistic nature.
Seaside resorts and lakes are also very strong and often combined with cultural tours.
Emerging products are characterized by winter and Summer Mountains as well as National and
Regional Parks whilst within the niche one we underline golf, food and wine (gastronomy), cooking
courses, horse riding, bicycle tours, walking trails and religious paths.
Overall the main attraction factors for travelling to Italy can be summarised as:
 Cultural and artistic heritage
 High reputation related to the charming culture and lifestyle
 Great climate
 Excellent and frequent flight connections
 A diversified and unique product thanks to the history and tradition of each Region
 A product and service of quality and excellence
The Office for National Statistics divides tourist flows towards Italy by taking into consideration the
age group as follows:
AGE
0 to 15
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 plus
TOTAL
Visits
186.000
317.000
611.000
493.000
545.000
471.000
322.000
2.948.000
%
Visits
variation
40.9
29.4
16.2
-3.3
1.1
-7.3
-12.5
%
%
Flow over
Expenditure Expenditure
the total
in £ mil
variation
6.3
97
24.4
10.8
140
27.3
20.7
286
9.6
16.7
238
-18.2
18.5
336
-9.7
16.0
317
-11.0
10.9
267
2.3
1.681
Source Office for National Statistics: Travel Trends 2014
The following table instead indicates the traveller’s area of residence.
AREA OF RESIDENCE
London
Other England
Scotland
Wales
Other United Kingdom
TOTAL
Visits
733.000
1.876.000
198.000
84.000
57.000
2.948.000
Source Office for National Statistics: Travel Trends 2014
Visits
variation
6.5
59.3
11.9
12.0
-18.6
%
Flow over Expenditure Expenditure
the total
in £ mil
variation
24.9
348
-3.1
63.6
1136
-0.2
6.7
123
-12.1
2.8
45
-2.2
1.9
29
-25.6
1.681
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
www.loveitaly.co.uk
ABTOI COMMENT 2015
We are delighted to report that the uncertain late booking trend of 2014 appears to have tailed off
and 2015 commenced well in terms of forward bookings for most UK tour operators. This can be
attributed to the strong GBP and the excellent exchange rate, installing confidence once again into
the UK market.
2015 saw the return of quality holidays and although the consumer still seeks value for their money,
quality was the foremost priority for this year.
Accommodation specialists report an increase in enquiries for villas with pools reflecting the trend for
more expensive properties. Their premium properties have performed exceptionally well but this has
been to the detriment of the smaller, more basic accommodation that has struggled to see good
occupancy over the season.
For hotel packages, the trend has been towards better quality 4 and 5* hotels and high occupancies
would reflect this. A percentage of operators report difficulties in finding accommodation in Sicily
during the 2015 peak season. All operators report high flight prices continue to present problems,
particularly for later bookings.
Very little change regarding regional popularity. Tuscany and Amalfi remain the top two most popular
locations for the British market with Tuscany showing a better increase in enquiries during 2015.
Again, Puglia is seeing a consistent rise in bookings for 2015 and more UK travel companies are adding
Puglia to their portfolio.
Activity holidays are the success story for 2015 and those with walking and cycling programmes have
enjoyed a surge of interest for Italian adventure style vacations. A number of operators report an
interest in Lake Garda which has led to programme expansions in this area.
City breaks remain popular again for 2015 and multi city itineraries using the popular train service
hold their ground.
In conclusion, a positive end to the summer season of 2015 and an optimistic view of 2016 as early
bookings appear strong. We are hoping that the GBP remains strong, thus providing good value for
Italian holidays and importantly, maintaining confidence for the UK market.
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
AIR CONNECTIONS AND DATA
According to the Civil Aviation Authority, in 2014 the total number of passengers that flew to and
from Italy from the UK was 11.921.369. 11.354.077 has travelled on a scheduled flight whilst 567.292
with charter flights. Compared to 2013 there has been an increment of 8,1%.
REGIONS
Airports
2012
2013
2014
Lombardy
Milan
(Malpensa, Linate)
Bergamo - Brescia
Rome
(Fiumicino, Ciampino)
Venice, Verona,
Treviso
Florence, Pisa,
Grosseto
Naples
2.688.667
2.713.944
2.690.123
% Var
2013/14
-0.9
2.493.774
2.577.596
2.799.137
+8.6
1.674.424
1.721.449
1.851.521
+7.6
1.046.432
1.043.003
1.156.094
+10.8
742.386
679.909
812.077
+19.4
Bologna, Parma,
Rimini, Forlí
Catania, Palermo,
Trapani, Comiso
Turin, Cuneo
531.106
510.080
588.449
+15.4
311.200
361.065
483.477
+33.9
309.323
320.694
333.506
+4
257.529
299.215
311.462
+4.1
Liguria
Alghero, Cagliari,
Olbia
Genova
164.118
164.063
208.180
+26.9
Apulia
Bari, Brindisi
187.388
202.372
218.964
+8.1
Friuli Venezia Giulia
Trieste
109.880
105.854
110.420
+4.3
Marche
Ancona
108.845
115.176
120.494
+4.7
Abruzzo
Pescara
79.775
85.849
98.613
+14.9
Umbria
Perugia
74.095
75.339
84.879
+12.7
Calabria
Lamezia Terme
67.406
57.460
54.243
-5.6
10.846.348
11.033.068
11.921.369
+8.1
Latium
Veneto
Tuscany
Campania
Emilia Romagna
Sicily
Piedmont
Sardinia
TOTAL
Source: Civil Aviation Authority 2014
The Office for National Statistics indicates that in 2014 the number of British travellers that has
used the airplane as a means of transport to go to Italy was 2.655.000 (90% of the total number
of arrivals).
The passengers departed from the following airports:
Heathrow 281.000
Gatwick 743.000
Manchester 303.000
Stansted 516.000
Other England 680.000
Scotland 132.000
Wales 0
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
DISCLAIMER
The following list is approximate owing to the constant flight changes operated by the relative
companies. Also, some of the destinations are seasonal.
For an accurate update related to destinations, costs and timetable we suggest to contact either the
companies directly or the Tour Operators.
AIRPORT OF DEPARTURE
London City Airport
London Gatwick
London Heathrow
London Luton
London Stansted
ITALIAN DESTINATIONS
Milano Linate – Alitalia/C.A.I. second
Firenze – Cityjet/AirFrance
Roma Fiumicino – Alitalia/ Cityliner
Venezia - British Airways/CityFlier
Alghero – Thomson (summer)
Bari - Easyjet, British Airways (summer)
Bologna – Easyjet
Cagliari - Ryanair
Catania - Easyjet, British Airways (summer)
Thomson (summer)
Genova – British Airways
Milano Linate – Easyjet
Milano Malpensa - Easyjet
Napoli - British Airways, Easyjet, Thomson
(summer)
Olbia – Easyjet
Palermo – Easyjet
Pisa - Easyjet
Roma Fiumicino - British Airways, Easyjet,
Norwegian Air Shuttle/ASA
Torino - British Airways, Easyjet (winter), Inghams
(winter)
Venezia - British Airways, Easyjet, Monarch
(summer)Thomson (estate)
Verona - British Airways, Easyjet, Monarch
(summer)
Bologna – British Airways
Firenze - Vueling
Milano Linate – Alitalia/C.A.I. first/British Airways
Milano Malpensa - British Airways
Pisa - British Airways
Roma Fiumicino - Alitalia, British Airways
Venezia – British Airways
Alghero – Ryanair (summer)
Milano Malpensa – Easyjet
Olbia – Easyjet (summer)
Pisa – Easyjet (summer)
Roma Fiumicino - Monarch
Trapani– Ryanair (summer)
Venezia – Easyjet (feb.2014)
Alghero - Ryanair
Ancona - Ryanair
Bari – Ryanair
Bologna–Ryanair
Brindisi – Ryanair
Cagliari – Easyjet
Comiso - Ryanair
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
Genova – Ryanair
Lamezia - Ryanair
Milano Bergamo - Ryanair
Napoli - Easyjet
Palermo - Ryanair
Parma – Ryanair
Perugia - Ryanair
Pescara - Ryanair
Pisa – Ryanair
Roma Ciampino - Ryanair
Torino – Ryanair
Trieste – Ryanair
Venezia Treviso – Ryanair
Belfast
Birmingham
Pisa - Jet2 (summer)
Catania - Thomson (summer)
Milano Bergamo - Ryanair
Milano Malpensa – Flybe
Napoli – Thomson
Roma Fiumicino – Monarch
Torino – Inghams,(winter)
Trieste – Ryanair (summer)
Venezia – Monarch (summer)
Bournemouth
Napoli - Newmarket Holidays (voli occasionali)
Pisa – Ryanair (summer)
Torino – Thomson (inverno)
Milano Bergamo – Ryanair (summer)
Milano Malpensa – BMI Regional
Napoli – Thomson (summer)Easyjet (summer)
Olbia – Easyjet (summer)
Pisa – Easyjet
Roma Fiumicino – Easyjet
Venezia Treviso, Ryanair (summer)
Milano Bergamo – Ryanair (summer)
Pisa – Ryanair (summer)
Alghero – Ryanair (summer)
Bologna – Ryanair (summer) Aer Lingus (summer)
Catania – Aer Lingus (summer)
Milano Bergamo - Ryanair
Milano Linate/Malpensa - Aer Lingus
Napoli – Aer Lingus (summer)
Palermo – Ryanair (summer)
Pisa – Ryanair (summer)
Roma Ciampino - Ryanair
Roma Fiumicino - Aer Lingus
Torino – Ryanair (winter)
Venezia - Aer Lingus
Venezia Treviso – Ryanair ((summer)
Verona – Aer Lingus (summer)
Milano Bergamo – Ryanair
Napoli – Thomson (summer)
Pisa – Ryanair
Roma Ciampino – Ryanair
Venezia Treviso – Ryanair
Bologna – Ryanair (summer)
Cagliari – Ryanair (summer)
Milano Malpensa – Easyjet
Bristol
Cork
Dublin
East Midlands
Edinburgh
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
Glasgow
Glasgow Prestwick
Knock
Leeds Bradford
Liverpool
Manchester
Newcastle
Southampton
Southend
Naples – Easyjet (summer)
Pisa – Ryanair (summer)
Roma Ciampino - Ryanair
Venezia – Jet2
Verona – Jet2 (summer)
Napoli – Thomson (summer)
Roma Fiumicino – Jet2
Milano Bergamo - Ryanair
Pisa - Ryanair
Roma Ciampino – Ryanair
Milano Bergamo - Ryanair
Milano Bergamo – Ryanair (summer)
Olbia – Jet2 (summer)
Pisa - Jet2, Ryanair (summer)
Roma Fiumicino - Jet2
Venezia - Jet2
Venezia Treviso – Ryanair (summer)
Verona – Jet2 (estate)
Napoli – Easyjet (summer)
Pisa – Ryanair (summer)
Catania- Thomson (estate)
Milano Bergamo - Ryanair
Milano Malpensa - Flybe
Napoli - Thomson (summer)
Pisa - Jet2
Roma Ciampino-Ryanair
Roma Fiumicino - Jet2
Trapani – Ryanair (summer)
Venezia – Jet2, Monarch, Easyjet, Thomson
(summer)
Verona – Monarch
Napoli – Thomson (summer)
Pisa - Jet2 (summer)
Roma Fiumicino - Jet2 (estate)
Venezia – Jet2 (summer)
Verona – Flybe (summer)
Venezia – Easyjet
IMAGE OF ITALY IN THE PRESS
The image of Italy as a tourism destination as portrayed in the British press and by the traveller is a
destination rich of diversity and interest.
The most popular are still the large art cities such as Venice, Rome and Florence, but also Veneto,
Tuscany, Lazio, Campania, Lombardy and Sicily in general. Over recent years there has been an
increase of popularity towards other Regions, such as Apulia, Emilia Romagna, Piedmont, Liguria,
Umbria and Marche.
However, all Italian Regions (with the exception of Calabria and Molise) have appeared on British
media thanks to their unique and diversified offer. Great attention is given to the cultural offer, but
also for lakes and seaside, open air tourism, winter ski, food and wine travel, hamlets and wellness.
In 2014 Italy was voted “Favourite Country” in the Condé Nast Traveller Annual Readers Awards as
well as the “Destination of the year” in the Food and Travel Magazine Readers Awards. In 2014 the
Italian National Tourist Board launched an international advertising campaign (also covering the UK)
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
with the slogan “A holiday made in Italy is tailor made for you” with the aim to promote Italy as a
tourism destination by highlighting its main products, the beauty of its heritage, history and culture.
In 2015 the destination is hoping to increase the arrivals of UK residents thanks to the 2014
promotional campaign, the variety of events happening all over the territory and promoted through
the website www.verybello.it and www.italia.it , Expo Milan from the 1st of May to the 31st October
2015 and the strengthening of the Pound against the Euro giving the traveller a higher spending
capacity.
In the first semester of 2015 the provisional data published by the Office for National Statistics
indicates that Italy has registered a 19.4% increase in British arrivals (a total of 1.645.000 visits)
and a 15.6% increase in expenditure ( a total of £831 millions).
Despite the recent economic crisis that has created both an economic slowdown and a drop in
outbound tourism in general, from the point of view of the British press, a decline in interest and the
number of tourism articles about Italy has not been noticed, on the contrary, an increase instead has
been observed.
The British media continue to love Italy and to present it as an “inspirational” country where you can
find the best of landscape, culture, art and gastronomy.
Despite the fact that Italy cannot be regarded as a “good value for money” destination, however, the
newspapers still suggest spending holidays in our country, maybe directing the reader towards the
lesser-known or less popular destinations, and ways to save and organise a “budget” holiday.
During 2014 about 1,300 tourism articles on Italy were published compared to 950 at the end of
October 2015, of which a large part is thanks to the assistance given by ENIT-Agenzia London.
Among the publications most “loyal” to Italy from the standpoint of tourism articles, certainly The
Daily and Sunday Telegraph, among the daily newspapers, and Condé Nast Traveller, among the
magazines, are those that publish the highest number of articles on Italy.
Public interest about Italy in British publications is proved once again this year by some
acknowledgments and awards given to Italy as follows:
-Conde’ Nast Traveller Readers’ Awards 2015
Italy was voted for the 5th consecutive year as “Favourite Country in the World” by readers of the
prestigious magazine.
– Times Sunday Times Sunday Times Travel Magazine Travel Awards 2015
Italy was awarded Best European Tourist Destination in the 3rd edition of the prestigious Readers’
Travel Awards of The Times Group (Times, Sunday Times, Sunday Times Travel Magazine). The city of
Rome won second place in the category Best European City.
- Food and Travel Magazine- Travel Readers’ Awards 2015
Italy is “Destination of the Year”
- Family Traveller Magazine Awards 2015 (1° Edizione)
Rome is “Best European City Break for Families”
- Travelzoo Travel Destination Awards 2015 (2° edizione)
Italy is “Top Destination in Europe” and “Top for Short Haul”
This is also a sign that the traditional markets, and in particular the United Kingdom, remain
fundamental for Italy as they offer a market consisting of faithful travellers, both of a good economic
and cultural level, who love our country and visit it regularly.
ITALY AS A TOURISM DESTINATION - Overview of the UK outbound market 2014/2015
For information on statistics and market trends please contact:
Alex Bartolozzi – [email protected] – Tel. +44 20 7399 3558
ITALIAN NATIONAL TOURIST BOARD UK & IRELAND
1, Princes Street London W1B 2AY Tel +44 20 7408 1254
www.italiantouristboard.co.uk – www.enit.it – www.italia.it
www.twitter.com/italiantouristb