Italian State Tourist Board - ontit.it · the tourism sector. Globally, according to the WTO, the flows diminished by 4.3 per cent. Therefore our country’s performance is all the

ENIT - Italian State Tourist Board

Head OfficeVia Marghera 2/6 - 00185 Roma

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ENITItalian State Tourist Board

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ENITItalian State Tourist Board

2009 Corporate Annual Report

Annual Report_2010 ENG ok:Layout 1 30 09 2010 14:55 Pagina 1

2 EDITORIAL OF THE MINISTER

Michela Vittoria BrambillaMinister of Tourism

The crisis, which in 2009 hit the world economy, involved to a limited extent alsothe tourism sector. Globally, according to the WTO, the flows diminished by 4.3

per cent. Therefore our country’s performance is all the more significant since Italy isthe only country, among the “great powers” of world tourism, which registered anincrease in the international arrivals (+ 1.2 per cent) and a revenue decrease lowerthan other competitors (-7.2 per cent compared to - 9 per cent of Spain). It is worthnoting however, that the tourist sector responded first to the signs of revival, which

characterized, in Europe and elsewhere, the beginning of 2010, clearly pointing out the vitality of thatglobalization process which now allows people from all over the world a level of movement, meetingand getting to know other people that was unthinkable only twenty years ago. The fact that the touristflows have increased at least ten times worldwide in a short period of time and with better invoicingperformances than any other economic sector has managed to realise, confirms that we are in frontof an epochal turning point. It is observing this context, remarkably analysed in this report, that I am inclined to look at the futurewith reasonable optimism, on the basis of three fundamental motivations. The first is that few countriesin the world have such a wide and variegated offer, as Italy. I am not referring only to the cultural,historical and artistic heritage of our cities but also to the wide choice of itineraries, which from Northto South, allow tourists to enjoy places, environments and traditions that, because of their peculiaritiesand history, cannot but stimulate special emotions. And this is exactly the “added value” that the touristof the new millennium is looking for more and more. A tourist who surfs the web, and who is no longersatisfied with the usual stereotypes. A country such as Italy, with hundreds of small villages with so muchto discover and a thousand attractions to offer, can satisfy better this desire for novelty. However, myoptimism is also supported by ENIT’s proven capacity, in terms of promotion on the international markets,and by the territorial public bodies and sector enterprises, which were able to face the crisis realisingoffer strategies that were so effective to allow, better than in other countries, our market to hold basicallyits position. Finally, the third but not less important motivation: Italians started once more to discovertheir own country. The Italian tourist contribution compensated the lower foreign flows and mitigatedthe effects of the crisis. In short, I can only restate my true appreciation of the intense, innovative and brilliant job done by ENITin promoting Italy on the international market, in such a difficult economic situation. This is a very goodomen for all the things ENIT will be able to realize this year.


3EDITORIAL OF THE PRESIDENT

Matteo MarzottoPresident, ENIT – Italian State Tourist Board

THE ITALIAN STYLE MAKES US UNIQUE IN THE WORLD

I would like initially to reflect on the state of health of Italian tourism.Following several years of development, we are now undergoing a difficult period,as confirmed by the Bank of Italy’s final data of 2009 showing a decrease, comparedto the previous year, of 7.2% of foreign tourists’ expenditure, which amounted altogetherto 28,856 million Euro.In the past, the chronic weakness of the Lira made travelling to Italy not only fascinatingbut also convenient. Today, the Euro, the globalization and its new economic challenges have completely changed thecompetitive scenery. However the true discontinuity has to be referred to the world economic situation,which spared nobody, although the international journeys sector recorded – compared to other sectors–a certain degree of resistance. This is all the more clear when taking into account the -12% recorded in world export, according tothe UNWTO World Tourism Barometer. Undoubtedly, in these recent years, the GDP growth curve of our country saw us lose ground comparedto the economy of more dynamic countries. More competitors have slowly made their appearance onthe scene, more and more well equipped, putting us at disadvantage even though our enterpriseshave, up to now, overcome the difficulties linked to globalization, which many considered insurmountable.The progresses made in several sectors are a fact.Therefore I am reasonably optimistic about the future of our country and I hope the politics will supportmore and better the efforts of our enterprises, especially those working in the tourist sector. All over the world, the brand Italy seems unaffected by the crisis and has maintained its great attraction.We are still a dream in the imagination of hundreds of millions of people. The ENIT Board confirmedto be highly “professional” in promoting international tourism, a fundamental tool to carry out institutionalactions aimed at the UE and international levels. Thousands of Tour Operators make their business withour country. New markets aim at our products.ENIT’s launch in 2009 of the promotional campaign “ITALIA. MUCH MORE”, gave practical support andboost to the promotion of the brand Italy on the international markets, combining real and virtualexperiences in order to attract and stimulate tourists, giving them, at the same time, useful tips to maketheir experience more engaging and rich. This was particularly satisfactory for Italy and for all of us who are daily engaged in promoting the image,truly convinced that a country appreciated for its peculiarities can keep on having the same deepmagnetism even in times of global changes and competition, on the basis of three factors: right valuefor money, sustainable environment, excellent hospitality, but most of all “Italian lifestyle”.Concluding, I hope tourism will become a priority for our country, because it is a great national resourcefrom which the system Italy has gained and still gains a lot.


4 EDITORIAL OF THE DIRECTOR GENERAL

Paolo RubiniDirector General, ENIT - Italian State Tourist Board

REINFORCE THE TEAM WORK IN ORDER TO WIN THE CHALLENGE OF TOURISM

The phenomenon of tourism, one of the most dynamic, after the pause due mainlyto external factors, starts again with great force.This is due to a well-consolidated element: tourism is a profound need, and so diffusedthat it is not easily sacrificed. The surveys confirm that the families, in all the countriesof major development, when necessary and during economic crises, sacrifice otherneeds but don't want to renounce to a well deserved holiday, or to travelling whichhas a strong influence on our health, on our serenity, on our education and culture.

The intention of ENIT is to consolidate these important bases of the tourist demand in the world – whichcontinues growing despite the international crisis – and to orientate it, in an incisive manner, towardsour country, a great leader, a great tourist potential with 90 billions of Euro of tourist turnover (of whichnearly 30 billions of Euro due to foreigners), the employment of 2 and a half million workers, and withan incidence on the GDP of nearly 9%.Today, our country is the place where it is easier to practice personalised holidays, where with a touristmap on hand you can choose any sort of programme. This is an enormous advantage, because itmeans the possibility to offer a unending catalogue, open to formulas and solutions that cover theentire country, from minor circuits and centres, up to now fairly peripheral.This peculiarity of the Italian offer, so widespread, enables to attain that which is defined customersatisfaction as the modern tourist wishes to be always more independent in the choice of his holidayprogrammes.ENIT has as a mission, the tourist promotion of Italy in the world and that translates in a vast programmeof initiatives allowing a more efficient perception of the system of values and of the attractions thatmotivate millions of people to travel to our country. In 2009, with the combined commitment of theState, the Regions and the productive categories of the sector, we carried out this national programmeof Italian tourist promotion in the world, in order to support the promotion of our tourist products,through target orientated projects: spas, congresses, art, sea, mountain, parks, lakes, etc., through theCommunication Campaign “Italia. Much More”, together with “Eventi Italia”, in partnership with theRegions and the Public Administrations, with a modular structure and content, and through theparticipation in the biggest fairs and shows of the sector, in Italy and abroad.Part of our financial resources were assigned to the web strategies in order to introduce more softwarein the tourist world. We reduced the costs of our presence abroad, operating in synergy with the ItalianChambers of Commerce and with ICE.We believe that ENIT is essential for tourism, for all the Italian tourism system, especially for those realitiesthat need a particular attention, the South and our small and medium companies.Only by reinforcing our teamwork will we be able to succeed. We want to stay on the market, sharingand interpreting the rules well. We will carry out this role renewing our way of performing towards amore incisive penetration of the Italian system in the world market.


5SUMMARY

ENIT 2009 - Corporate Annual Report

1. ENIT: INSTITUTIONAL PROFILE AND DUTIES 51.1 2009: 90 years of ENIT 61.2 ENIT in the world - Structure and missions 7

2. TOURISM: TRENDS AND OUTLOOK 72.1 Trends in world and European tourism 72.2 International tourism in Italy 92.3 Brand Italy 112.4 Italy in the International press 13

3. BRAND DEVELOPMENT, SALES AND MARKETING 153.1 Advertising 153.2 Co-marketing 163.3 Trade fairs, workshops and exchanges in Italy 163.4 Publishing 183.5 Press Office and Public Relations 183.6 Promotional events 193.7 Other activities 20

4. MARKET ACTIONS 214.1 Europe 214.2 America 424.3 Asia and Oceania 46

5. THE INCOMING MARKETS 515.1 Europe 515.2 America 555.3 Asia and Oceania 55

6. INFORMATION TECHNOLOGY 58

Organizational ChartForeign network

ENIT - Italian State Tourist Board | ENIT Italy special edition July 2010Reg. Tribunale di Roma | AI n. 211/2000 del 9 maggio 2000

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1.1 2009: 90 YEARS OF ENIT

2009 was a difficult year for International Tourism becauseof the economic crisis that has hit both the advancedeconomies and the emerging ones, causing an inevitableinfluence also on tourist consume. For the first time after years of growth, international arrivalshave diminished together with the tourist expenditure. Onthe contrary, domestic tourism in many countries hasincreased, encouraged by promotional activities of the singlegovernments to provide incentives to their citizens to passtheir holidays in their own country.The trend of foreign tourism in Italy followed that ofinternational tourism; incoming tourism suffered most of allin the first half of the year, whereas in the second half of2009 a small recovery allowed tocontain these losses.

2009 was a doubly importantyear for the ENIT – Italian StateTourist Board: in an uncertaininternational scene under theeconomic and consumer profile,ENIT carried out an intensecampaign of promotion of theItaly destination, also making animpression with a nationalcampaign on the most importantItalian incoming markets, andcelebrating its 90th anniversary ofinstitutional activity.ENIT, instituted in 1919, hasduring these last ninety yearsgone through many reforms andtransformations until the presentorganization, decreed by theDecree n. 35 of 14th March 2005,and converted with somealterations into Law n. 80 on the14 May 2005.

2009, during which Michela Brambilla was nominatedMinister of Tourism, therefore was an intense year witnessingthe ever growing centrality of the tourist sector in Italy and

the will of the government to focus ona strategic sector of Italian economy.The promotional activity of ENIT wasdestined to favour Italian tourism andItaly’s image in the world: the manycommitments in the international circuit,the participation in the great events, theadvertising campaign “Italia. MuchMore”, the actions concerning the tradeand the press, permitted to maintainhigh attention towards the Italian touristoffer, which is confirmed as highlydesirable.

ENIT’s action of support was successfuleven in the most critical moments, for

example after the earthquake in Abruzzo, that recalledworldwide attention of the media, with an inevitable fallback on the image of the Region and of the whole country.

1. ENIT: institutionalprofile and duties

ENIT’s vintage posters


71 ENIT: institutional profile and duties


ENIT reaffirmed its role at the services of Italy through thesupport to initiatives aiming to “reassure” the internationalpublic opinion about the absolute security in visiting Abruzzoand the rest of the country and promoting the rich regionaloffer.

1.2 ENIT in the world – Structure and missions

In 2009 ENIT operated with a foreign network divided into9 Organic Area Units and 11 Satellite offices present in 10European countries (Amsterdam, Berlin, Brussels, Frankfurt,London, Madrid, Monaco, Moscow, Paris, Stockholm,Vienna, Zurich) and 6 extra European countries (BuenosAires, Chicago, Los Angeles, Toronto, New York, Beijing,Sidney, Tokyo).

ENIT had also a presence on 7 emerging markets (Brazil,South Korea, India, Poland, Portugal, Czech Republic andHungary) through Observatories run in agreement with theChamber of Commerce and with ICE - Italian TradeCommission.

At the beginning of 2010, the Ministry of tourism, togetherwith the Ministry of the Public Administration and Innovation,and the Ministry of Economy and Finance, approved thenew Regulation of Organisation of ENIT.

Among the major renovations is a rationalisation of the HeadOffices, reduced from 8 to 6 (Planning and Communication;Promotion, Sales support and “Club di prodotto”; ActivityOrganization, Planning, Control and Development; HumanResources Management and Development; Finance,Accounting and Budget; Information Technology andGeneral Affairs); the opening of a new Office in Shanghai;the creation of two Antennas respectively in Seattle andDubai.

The following are ENIT’s institutional missions• Overseeing the integrated promotion of the regions’

tourism resources;• Promoting the various typologies of the national tourist offers;• Developing promotional strategies at an international and

national level, for providing information abroad and forlending support to the marketing of the Italian touristproducts;

• Organizing activities of consultancy and assistance for theState, the Regions and for other public bodies in the matterof the tourist products promotion, by identifyingappropriate commercial strategies that allow Italy to position

itself in an efficient manner on the foreign markets;• Organizing services of consultancy, assistance and

collaboration for public and private bodies, includingregional agencies and offices, in order to promote anddevelop processes to harmonise hospitality and touristinformation services;

• Implementing forms of collaboration with the Offices of thediplomatic and consular network of the Ministry of ForeignAffairs.

2. Tourism: trends andoutlook

2.1 Trends in world and European tourism

2009 was a difficult year for tourism: the economic crisis,which began in September 2002, hit the advancedeconomies heavily, slowing down the growth of theemerging countries, and negatively influencing the touristsector for the entire year causing a consequent reductionof the international arrivals.

The data published by the World Tourist Organisation1,estimate for 2009 a contraction of international tourism of4.3%, for a total of 880 million international arrivals.The situation changes from region to region, but all, exceptAfrica, show signs of a downhill trend:• Europe registered a contraction of 5.6%, the North, Centre

and East Europe areas were hit heavily whereas theWestern and Mediterranean areas registered a less evidentdrop;

• Asia and the Pacific area registered a slight decline within 1.7%,thanks to a good recovery in the second half of the year;

• America registered -4,7%, largely because of the economiccrisis and the influenza A(H1N1);

• The Middle East, after years of growth, saw a reductionof international arrivals of 5.4%;

• Finally Africa registered a growth of 3%, thanks in particularto a good performance of the sub- Sahara area.


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International arrivals in the world(millions)

International arrivals by continent(% share)

In line with the trend of the international arrivals, the trend ofthe monetary income, that in 2009 suffered 5.8% decline. Allthe areas of the planet, except Africa, showed a negative trend.

For that which regards air traffic, passenger traffic registereda fall of 3.1% in 2009 according to the preliminary data ofICAO (International Civil Aviation Organisation); this appearsalarming if you consider that, in the recent period, only in2001, due to the attack of 11th September a decrease of2.9% was registered.

A similar trend emerges from the data published by IATA(International Air Transport Association) relative to the firstmonths of 2009: a 4.2% reduction of international traffic(measured in revenue passenger-km, RPK) compared to a1.8% growth registered in 2008.

Finally, referring to the hotel performance, the data of Deloitte& Touch LLP, show a constant loss of RevPAR (revenue peravailable room); all areas of the planet registered heavy losses,from -12% of North Africa to -22.8% of Europe.

International tourism in EuropeOn the international panorama, Europe appears to be thedestination most affected by the crisis: in 2009, even thoughit was confirmed the most visited continent with 460 millioninternational arrivals, the loss compared to 2008 is constant(-5.6%) and the share of the world market is further reduced.

International arrivals in Europe

(millions)

Inside the European continent, however, the situationseems diversified: in general the emerging destinationscontinued their climb whereas the more traditional onessuffered to a greater extent.The European domestic tourism was more stablecompared to that of overseas provenance; furthermorethe trend of short journeys towards near destinations isconfirmed.Finally, in 2009, the tourism registered a strengtheningwithin the national borders; the promotional campaignscarried out by the local bodies to persuade citizens to passtheir holidays in their own country facilitated this trend.The phenomenon named, staycation o homing, alsobrought some countries to strengthen their domestic touristoffer; for example Germany, where the vast beaches ofthe North Sea, together with the mountains, the lakes ofBavaria and South Germany (Black Forest) are all veryrequested today. Regarding the trend of outgoing tourism of the majorEuropean and overseas markets towards the OldContinent, generalised difficulties are registered2.Germany showed a tendency towards shorter journeysand a preference to closer destinations; the surroundingcountries therefore registered a less important decrease.The Netherlands favoured the nearer tourist destinationsand showed a discrete recovery in outbound tourism inthe second half of the year; the contraction of the numberof nights abroad, however, characterised all 2009.France maintained a good outgoing trend, especially toclose destinations (first of all the United Kingdom, due tothe weak Sterling compared to the Euro).The United Kingdom, having been strongly hit by theeconomic crisis and by the weak Sterling, underwent themost negative performance with a decrease towards allthe European destinations.Russia, which in the last years saw a constant and vigorousgrowth of the outgoing, in 2009 experienced a sharpuphold, in particular towards some destinations.Overseas, the United States showed a recovery of foreignholidays in the third trimester of the year but in general,


92 Tourism: trends and outlook


according to the previsions of the US Department ofCommerce journeys towards Europe registered a decreaseof 4%, against a -3.3% of total outgoing. Outgoing tourism from Japan continued to decrease alsoin 2009; only a few destinations registered increments,whereas most tourist destinations registered a sharpdecrease in the number of tourists flows from Japan.

Forecasts for 2010According to the estimates of the International MonetaryFund, during 2010 the economic recovery will bring anincrease of the World GDP equal to +4.2%. The emergingeconomies will show a more consistent increase (+6.3%)while the advanced economies will confirm more containedvalues (+2.3%)

WORLD GDP: % GROWTH

Notwithstanding the economic recovery, the unemploymentgrowing, the increase of the national deficits and theconsequential worsening of the fiscal pressure represent theelements that strongly influence tourism, in different waysfrom region to region.

The confidence in international tourism recovery, however,remains high, so that according to the estimates of the WorldOrganisation of Tourism for 2010 a growth of internationalflows of 3-4% is forecast.Where Europe is concerned, the recovery will be containedbetween 1 and 3%.

An interesting survey of Gallup3, carried out for the EuropeanCommission concerning the journeys of European citizens,revealed that, for 2010, 49% of the people interviewed havea holiday planned (50% in 2009), 28% has not yet decided(stable compared with 2009) and 21% will not travel (19%in 2009). 41% of the people who are planning a holidaywill stay in their own country, 27.9% will go abroad to a

European country and 14.1% outside of Europe (theremaining 16.9% did not reply).The most popular European destinations are, in order, Spain,France and Italy.

2.2 International tourism in Italy

Italy, in 2009, confirmed itself in the first positions on the listof the most frequented international tourist destinations, 5th

destination in the world for international arrivals and 4th forcurrency revenues.

In line with the international scene, Italy went through adifficult situation in 2009 on the front of foreign tourism: theeffects of the difficult economic circumstances of the worldbrought about a reduction of journeys abroad, an advantagefor domestic tourism, a contraction of the tourist expenditureand a major recourse to self organised tourism and to lastminute.A first evaluation of 2009, seems however, relatively positivefor our destination: Italy remains a sought after destination.In consequence of the contraction of the capacity ofexpenditure, some difficulties were registered especiallyconcerning organised tourism, because the tourists haveturned to the Web and, in the European context, to tourismby car, often self organised.

The surveys carried out periodically by ENIT in foreigncountries highlighted the following market trends for 2009:• short but frequent holidays• close destinations, often with own transport• last minute solutions• requests for all inclusive packages, in particular for families

with children

The sample surveys carried out by ISTAT in the periods ofEaster, Feast of the Assumption (15th August) and Christmaswith the hotels show, as highlighted at an international level,a more accentuated contraction of foreign arrivals at thebeginning of the year and more contained contraction inthe summer, whereas towards the end of the year the valuesresult positive.


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When referring to the expenditure of foreign tourists in Italy,the data of the Bank of Italy show in 2009 a decrease of therevenues equal to 7.2% compared to the previous year.

Budget of Tourist Payments

YEAR monetary income % Change (millions euros)

2007 31.121 +2,5%

2008 31.090 -0,1%

2009 28.856 -7,2%Bank of Italy data

Hotel movements of foreigners in Italy in 2009

Easter Feast of the Assumption Christmas/Epifany(15thAug.)

Arrivals -2,90% -1,60% +1,80%

Bednights -0,80% +2,00% +1,10%Istat data

International Arrivals and Presencs in Italy

YEAR ARRIVALS BEDNIGHTS LENGHT % CHANGE % CHANGE

OF STAY ARRIVALS BEDNIGHTS1999 31.718.538 126.314.241 4,0 2,98% 4,50%2000 35.194.735 140.362.488 4,0 10,96% 11,12%2001 35.805.335 146.789.945 4,1 1,73% 4,58%2002 36.355.046 145.559.930 4,0 1,54% -0,84%2003 35.006.124 139.653.425 4,0 -3,71% -4,06%2004 36.715.739 141.169.236 3,8 4,88% 1,09%2005 38.126.691 148.501.052 3,9 3,84% 5,19%2006 41.193.827 156.861.341 3,8 8,04% 5,63%2007 42.873.122 163.465.680 3,8 4,08% 4,21%2008 41.796.724 161.797.434 3,9 -2,51% -1,02%Istat data

Foreign Tourists by type of location visited

2007 2008 % CHANGERESORT OF ARRIVALS BEDNIGHTS LENGHT ARRIVALS BEDNIGHTS LENGHT ARRIVALS BEDNIGHTSTOURIST INTEREST OF STAY OF STAYCity of historical and artistic interest 19.580.742 55.091.125 2,8 18.849.271 53.746.432 2,9 -3,74% -2,44%Sea 7.182.486 38.863.405 5,4 7.016.435 38.462.279 5,5 -2,31% -1,03%Mountain 3.519.951 18.097.304 5,1 3.669.510 18.939.237 5,2 4,25% 4,65%Lake 3.697.126 18.994.446 5,1 3.626.851 18.548.359 5,1 -1,90% -2,35%Hill and miscellaneousinterest 1.702.955 7.820.337 4,6 1.672.071 7.915.875 4,7 -1,81% 1,22%Spa 1.480.008 5.446.923 3,7 1.423.566 5.246.291 3,7 -3,81% -3,68%Other 5.709.854 19.152.140 3,4 5.539.020 18.938.961 3,4 -2,99% -1,11%TOTAL 42.873.122 163.465.680 3,8 41.796.724 161.797.434 3,9 -2,51% -1,02%Istat data

WORLD'S TOP TOURISM DESTINATIONS

International Arrivals (millions) Receipts (billions of US dollars)2008 2009 % Change 2008 2009 % Change

(local currency)1 FRANCE 79,2 74,2 -6,3% 1 USA 110,1 94,2 -14,4%2 USA 57,9 54,9 -5,3% 2 SPAIN 61,6 53,2 -9,0%3 SPAIN 57,2 52,2 -8,7% 3 FRANCE 55,6 48,7 -7,6%4 CHINA 53,0 50,9 -4,1% 4 ITALY 45,7 40,2 -7,2%5 ITALY 42,7 43,2 1,2% 5 CHINA 40,8 39,7 -2,9%6 UNITED KINGDOM 30,1 28,0 -7,0% 6 GERMANY 40,0 34,7 -8,5%7 TURKEY 25,0 25,5 2,0% 7 UNITED KINGDOM 36,0 30,1 -1,6%8 GERMANY 24,9 24,2 -2,7% 8 AUSTRALIA 24,8 25,6 11,2%9 MALAYSIA 22,1 23,6 7,2% 9 TURKEY 22,0 21,3 -3,2%10 MEXICO 22,6 21,5 -5,2% 10 AUSTRIA 21,8 - -UNWTO Data, April 2010




2.3 Brand Italy

The survey Country Brand Index- CBI, at its 5th edition, carriedout by Future Brand and Weber Shandwick, publishes eachyear a ranking of the Brands of the most famous countriesand of major appeal on the tourist front.The 2009 edition sees Italy at the 6th place after USA, Canada,Australia, New Zealand and France.President Obama’s election and the strong media impactthat followed, contributed to bringing to the mind ofpotential tourists the positive values of the American culture,helping to remove the ghost of 11th September and bringingthe States to the first place in the ranking CBI, uprooting theposition occupied by the well prepared package of Australia,which goes down to the third position.

Canada is confirmed at the second place thanks to its imageof adventurous place and to the marvellous landscapes, acountry with an extraordinary culture and a very hospitableand friendly population.New Zealand, thanks to the new campaign “100% purebrand”, rises three positions, going to the fourth place.The first destination of Europe is France, at the 5th place,which concentrates on the strong attraction of Paris andagain overtakes Italy, at the sixth place.

Notwithstanding the fact that our country went down inthe ranking, Italy remains a very attractive tourist destination,thanks to its cultural, artistic, landscape and wine andgastronomy heritage, as confirmed by the good positionsoccupied in other rankings.• Art and culture: 1st place• Restoration: 2nd place• Authenticity: 3rd place

Leading markets of origin

2007 2008 % CHANGE % SHARE % SHARECOUNTRY ARRIVALS BEDNIGHTS LENGHT ARRIVALS BEDNIGHTS LENGHT ARRIVALS BEDNIGHTS ON ONOF ORIGIN OF STAY OF STAY TOTAL TOTAL

ARRIVALS BEDNIGHTS2008 2008

1 Germany 8.943.586 46.497.062 5,2 8.674.799 45.401.981 5,2 -3,0% -2,4% 20,8 28,12 U.S.A. 4.996.537 12.678.463 2,5 4.233.647 10.865.834 2,6 -15,3% -14,3% 10,1 6,73 France 3.245.682 10.267.003 3,2 3.215.689 10.158.629 3,2 -0,9% -1,1% 7,7 6,34 United

Kingdom 3.305.568 13.080.892 4,0 3.085.321 12.357.771 4,0 -6,7% -5,5% 7,4 7,6p5 Spain 1.976.899 5.306.063 2,7 1.819.854 4.927.991 2,7 -7,9% -7,1% 4,4 3,06 Netherland 1.682.377 9.620.138 5,7 1.792.595 10.675.969 6,0 6,6% 11,0% 4,3 6,67 Austria 1.833.428 7.893.293 4,3 1.774.887 7.482.993 4,2 -3,2% -5,2% 4,2 4,68 Switzerland 1.648.892 7.197.225 4,4 1.601.515 6.982.065 4,4 -2,9% -3,0% 3,8 4,39 Japan 1.474.014 2.882.194 2,0 1.307.729 2.595.488 2,0 -11,3% -9,9% 3,1 1,610Russia 954.345 3.405.731 3,6 1.046.199 3.730.458 3,6 9,6% 9,5% 2,5 2,311Belgium 916.711 4.129.185 4,5 943.350 4.258.189 4,5 2,9% 3,1% 2,3 2,612Poland 703.250 2.884.588 4,1 840.259 3.519.711 4,2 19,5% 22,0% 2,0 2,213China 806.129 1.314.727 1,6 716.545 1.221.174 1,7 -11,1% -7,1% 1,7 0,814Australia 660.560 1.718.420 2,6 683.627 1.764.169 2,6 3,5% 2,7% 1,6 1,115Canada 652.582 1.839.729 2,8 635.182 1.739.697 2,7 -2,7% -5,4% 1,5 1,1Istat data


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• Best destination to extend business trips: 3rd place• History: 5th place

Italy is also in a good position in the rankings related to thestrength of the brand:• Notoriety: 3rd place• Consideration: 3rd place• Preference: 4th place• Decision/visit: 4th place• Advocacy: 4th place• Familiarity: 5th place

Another interesting survey about the Brand-Country, eventhough not exclusively focused on tourism is the NationBrand Index carried out in collaboration with the society ofmarketing research GfK Roper Public Affairs & CorporateCommunications by Simon Anholt, an expert in brandingand a consultant of many governments.

The survey aims at highlighting, through a total of about 20,000interviews held in 20 countries, how the brand image of 50countries in the world is perceived according to six factors:

• exportations• governance• culture and artistic heritage• population• tourism• investments and immigration

The 2009 edition sees Italy at the sixth place – the sameposition as 2008 – after the USA, France, Germany, UnitedKingdom and Japan. In particular, it is worth mentioningthat also in this survey the “Obama Effect” seems evidentand the USA rise from the seventh position of 2008 to thefirst position in 2009.

For that which concerns Italy, the result confirms the strongand the weak points of the Italy system: the opinions appearvery positive for the aspects tied to tourism and culture,whereas the data concerning the economical/politicalindexes are negative.Italy occupies the first position in the ranking relative totourism, the second place in that of culture and the thirdposition in the ranking relative to the population.

Anholt-GfK Roper Nation Brand Index

2008 2009

1 USA GERMANY

2 FRANCE FRANCE

3 GERMANY UNITED KINGDOM

4 UNITED KINGDOM CANADA

5 JAPAN JAPAN

6 ITALY ITALY

7 CANADA USA

8 SWITZERLAND SWITZERLAND

9 AUSTRALIA AUSTRALIA

10 SPAIN/SWEDEN SWEDEN

CBI Edition 2005/2009

2005 2006 2007 2008 20091 Italy Australia Australia Australia United States2 Australia United States United States Canada Canada3 United States Italy United Kingdom United States Australia4 France France France Italy New Zeland5 Maldive Island Greece Italy Switzerland France6 Greece United Kingdom Canada France Italy7 Figi Island Spain Spain New Zeland Japan8 Thailand New Zeland New Zeland United Kingdom United Kingdom9 Egypt Maldive Island Greece Japan Germany10 Bahamas India Japan Sweden Spain

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2.4 Italy in the international press

The international press – tourist and not – continues to givean ample coverage of the Italy destination.The rigorous monitoring of the daily newspapers andperiodic magazines carried out by ENIT on the internationalmarkets shows that our country continues to be stronglyappreciated and desired for its vast cultural, artistic and wineand gastronomy offer. Made in Italy and Italian Lifestyle represent two strong pointsin favour of Italy, always present in articles which tell aboutthe resorts and excellences of Italy. The segment of cultural tourism and the cities of art comesfirst among the tourist products, followed by other typologies,from the sea to the lakes, from the mountains to the spasand from wine and gastronomy to green and sportingtourism.

Among the themes dealt with in 2009 the earthquake inAbruzzo undoubtedly occupied an important role for itseffects on the areas involved and for the G8 Summit held inL’Aquila. The railway disaster in Viareggio alsohad a vast echo in the international press inrelation to the notoriety of the Tuscan localityinvolved.

When referring to the events and cultural eventsof international importance, the following arethose confirmed having a major presence in thepress:

• Carnival of Venice• Venice Biennial and Film

Festival • Opera Season at the Arena

of Verona• Palio of Siena• Giro d’Italia• Mille Miglia

Many articles appeared on theGerman press: in Germany, Italyis described abundantly from northto south and the artistic, cultural and

wine and gastronomy heritage occupy an important position;Italy is also described as one of the favourite destinations bythe German tourists and is privileged for journeys by car.A high quality image appears in the Swiss press, whichappreciated not only the Italian art and culture but alsofashion and design, together with wine and gastronomyand the wellness sector. Ample coverage is given to the richseaside offer.Our country, being a sought-after destination in Austria,appears in the local press as an excellent destination with awide variety of tourist offers. Culture, sea and wine andgastronomy are the traits mostly characterizing the Italiandestination in the media.In the Belgian press Italy is always more described inrelation to specific aspects and to niche tourism; in particular,the small cities of art arouse a growing interest of the media.Wine and gastronomy, art and culture remain the traitscharacterizing Italy; the attention towards active tourism isgrowing.Cities of art, sea and mountain are the tourist products thatmainly interest the Dutch press.In France Italy enjoys an image of great charm, tied, inparticular to the rich cultural and artistic heritage and to theLifestyle. Cities of art, big and small, and islands are thedestinations privileged by the press.An ample coverage in the British press, is given to Italy’stourist attractions, from north to south: the major interestbeing the cultural offer together with that related to openair, ski and seaside tourism. References to the romantic aura

of many Italian areas and to the wine andgastronomy are frequent; and there is amoderate interest in wellness, spa and golftourism.There are many acknowledgements givento Italy by the British press: • favourite destination in the world according

to Condè Nast Traveller, that also awardedSicily as the Favourite Island and best touristoffer between 100 favourites;

• best short range destinationfor the Sunday Times TravelMagazine;

• Siena the second city in theworld for Wanderlust.

In the Scandinavian area thearticles about tourism in Italyhighlight mainly the rich artisticand cultural richness, the beautyand variety of the landscapes, theappreciated wine and gastronomyand the friendly hospitality of theItalians. This image persuades the

Anholt-GfK Roper Nation Brand Index 2009 Tourism Culture Population

1 ITALY FRANCE CANADA

2 FRANCE ITALY AUSTRALIA

3 SPAIN USA ITALY


14


Scandinavian consumers to prefer Italy for high standardand special holidays where it is possible to enjoy fully theevasion from the working routine and live in a hospitableand positively lively environment.Italy is not only perceived as a country of aesthetic qualitiesbut also as a destination more and more appreciated for thenaturalistic peculiarities of the territory that are mainly treatedfrom the point of view of sport and active tourism. In 2009Italy became established among the best foreign destinationsin the ranking of Gran Travel Awards, promoted by themagazine Travel News.The interest of the Spanish press for the Italian destinationis always growing; together with the big arts cities, thecoverage of lesser known resorts and products such as wineand gastronomy, shopping, winter sports and businesstourism, is increasing.Also in Portugal Italy occupies a respectable position in thetourism press; the cultural and artistic offers remain the traitsmost characterizing our destination.A vast coverage has also been dedicated to Italy in the EastEuropean press.In Russia our country is largely described for its culturalheritage but also for the Made in Italy and Italian Lifestylethat are much appreciated.The coverage in the specialized press in Poland is alsogrowing: the tourist offer, in all its variety, is widely described.The space dedicated to the ski tourism offer is in constantgrowth: the portal onet.pl and the magazine SKI magazynassigned two awards to Italian winter resorts (Alta Badia,best resort for families and Val Gardena best resort for skiing).Seaside and cultural tourism are the traits characterising Italyin the Hungarian press; ample coverage is also given toshopping in the big arts cities.In the USA and Canada the image of Italy conveyed bythe press is positive and attractive, with a consequent strongpromotional impact. Art, history, Lifestyle, wine andgastronomy, environment, big events are the traitscharacterising our destination. The press is always veryattracted by the big Italian cities of art and by the mostfamous and prestigious resorts.The readers of prestigious American magazines assigned toItaly many acknowledgements:• Travel + Leisure, Florence and Rome first two European

destinations, Aeolian Islands classified in the first five mostdesired islands;

• Conde Nast Traveler, Florence, Rome and Venice amongthe “top cities”;

• Recommended Magazine and Travel Age West, Italy BestSelling European Destination;

• National Geographic Traveler, Florence and the AeolianIslands among the “50 places for a lifetime”.

Also in Brazil the image of the Italian destination is very

positive and the media give ample coverage to the Italianresorts and in particular to their cultural, artistic and wineand gastronomy aspects. The readers of the well knownmagazine Viagem e Turismo awarded Italy the third positionamong the favourite destinations.The major cities of art and the resorts tied to the big namesof Made in Italy are the traits characterizing Italy in theJapanese press, which is also very attentive to the wineand gastronomy aspects. Also on the increase the interestof the readers towards less known resorts tied to nicheproducts like the area of production of wines or to interestingancient Italian villages.Ample coverage of Italy in the Indian press; in particular,a wide echo was given to the Italian locations where manyIndian produced films have been shot, often with thetestimony of the actors describing their stays in Italy.Together with the cities of art, wine and gastronomy isamong the most appreciated products.In Korea Italy is mainly described as a country rich ofmonuments, history, art and places to find again wellnessand relax. Shopping, wine and gastronomy and trekkingalso found large coverage in the press, in connection withthe growing interest of the Koreans for these aspects.The Italian icons represented by the major cities of artcontinue to occupy the pages of the Chinese press thatdeals with Italy not only for the cultural offer but also for thattied to the Made in Italy, gastronomy, design and shopping.The cut given to the articles is always very “high”; the touristnewspapers are generally read by a high income public,and many press reports are published in the luxury segmentmagazines, so that the image of our country is put togetherand developed on combined themes of fame and quality.In 2009 Traveler magazine included Italy in the golden listof the foreign destinations in China.Among the favourite destinations in Australia and NewZealand, Italy is very present in the local press and enjoysan excellent image.

NOTES1 ”UNWTO World Tourism Barometer”, January 2010 and April 20102 “European Tourism in 2010: trends & prospects (Q1/2010)”, European

Travel Commission, April 20103 “Survey on the attitudes of Europeans towards tourism”, March 2010. 4 The data used by UNTWO for Italy are of the Bank of Italy.


153 Brand development, sales and marketing


3. Brand development,sales and marketing

In 2009, ENIT implemented a major set of activities andinitiatives to support the Brand in the world.With a total investment of 29,533,000 Euro, ENIT Officesand Observatories carried out co-marketing activities,advertising actions, events, PR and communication activities,assistance to operators and the press, support for Regionsand local bodies.

3.1 Advertising

In April and May, ENIT was present in the internationalmarkets with the "ITALIA. MUCH MORE" advertisingcampaign, inspired by the dreamlike and emotionaldimension of the journey to Italy.The campaign, carried out by Rai and Rai Trade, offers akaleidoscope of very evocative images, meant to catch andtake by surprise foreign visitors, convincing them to chooseItaly as a holiday destination, by diversifying the type of resortoffered or message, according to the target.Through the Mega-Brands Rome, Venice, and Naples, alongwith other icons of Italian tourism, the campaign is a perfect

tool to allow foreign tourists to discover the variety andrichness of the Italian offer in all its different aspects.

The three HD versions of the advertising spot (60, 30, and15 seconds), were broadcast on the most important nationalTV networks, in prime time and taking into account thetarget.In addition to the TV, the promotional message circulatedon the websites belonging to the travel sector. A site was alsocreated for the purpose, www.italiamuchmore.com, whichthrough the 2.0 web allows the visitors to discover the variegatedItalian offer.

The campaign’s action markets were: Germany, Austria,Switzerland, United Kingdom, USA and Canada; in April andMay the advertising spot was broadcast on TV 869 times:• German area: broadcasting on the most popular TV

channels in prime time (ARD1, RTL, VOX in Germany, SF1, SF 2, TSR1, TSR2, TSI1, TSI2 in Switzerland and ORF, inAustria);

• Nord America: broadcasting of the advertising spot on themost popular national networks (CBS, NBC, ABC for USAand CTV for Canada), in prime time;

• United Kingdom: broadcasting on the most popular TVchannels, closer to the target (ITV 1, CHANNEL FOUR eFIVE),

The web campaign consisted in an extensive programmeinvolving many partners:• USA: in collaboration with the New York Times.com,

AOL.com. Google.com.• Germany: in collaboration with Tomorrow Focus of the

Burda Group, Quality Channel, United Internet and ADAC(German Automobil Club), Austrian National Railways andthe publishing Group News;

• Austia: in collaboration with OAMTC (Austrian AutomobilClub), four tourist industry specialized press Titles, twonewspapers and main web sites in the travel sector.

• Switzerland: in collaboration with RINGIER and TAMEDIA, themain search engines in the travel sector and specialized press.


16


Along with the advertising spot, always in collaboration withRAI-RAI Trade, an institutional 24 minutes video about thetourist services and on the development and changes inperceiving the tourist experience in Italy and a 4 minutescommemorative video clip on the 90th Anniversary of ENIT,have been produced.The videos produced, in a wide communication project,were scheduled on both foreign thematic TV channels (suchas YES Italia dedicated to tourism and Made in Italy) and onthe internet and were projected in occasion of the touristtrade fairs, events and/or workshops organized in Italy andabroad.

3.2 Co-marketing

In 2009, major co-marketing efforts were also undertakenon the international markets – through partnerships in thecosts – with the most important operators marketing ourcountry worldwide. 2,697,000 Euro were allocated to implement a wellstructured co-marketing programme which, by involvingmany international partners, proved to be once again astrategic asset to convey the Italy product, allowing to:• Promote the notoriousness of Italian tourist products;• Increase the Italian tourist offer competitiveness;• Expand the number of consumers thanks to the partners’

market experience of the partner, while supporting andincreasing sales;

• Enhance ENIT’s visibility and prominence of ENIT with

strategic partners.

168 operators have been involved in co-marketingactivities.

3.3 Trade fairs, workshops and exchanges in Italy

Relying on its foreign offices, ENIT granted its presence in31 tourist trade fairs in 2009, involving a considerablenumber of Regions, local bodies and private operators ofthe Italian offer. The attendance at the trade fairs allows ENIT to be presenton the main foreign tourist markets and to enter in contactwith the trade and general public of these countries.Notwithstanding the web contribution to tourism, the tradefairs, as a matter of fact, keep on being an importantpromotional tool, as the presence of many visitors and thegreat number of exhibiting countries (among which alsoItaly’s main competitors ) seems to confirm.In support to marketing, ENIT oversaw the selection of theoperators taking part in the 20 Exchanges held in Italy in2009.The exchanges, focused on specific tourist products, allowedthe meeting of demand and offer. The foreign operatorsinvolved were 2,087.ENIT also cooperated with the exchanges organizers carryingout side activities at the events, such as fam trips for journalists,educational tours, promotional evenings, press conferences,etc.

Advertising spot “Italia. Much More” on infoscreen in the underground, Germany




TRADE FAIRS ABROAD 2009NR. TRADE CITY COUNTRY AND DATE1 VAKANTIEBEURS Utrecht Netherlands, 13/18 January2 FERIEN Vienna Austria, 15/18 January3 CMT Stuttgart Germany, 17/25 January4 FITUR Madrid Spain, 28 January /1 February5 HOLIDAY WORLD EXPERIENCE Dublin Ireland, 23/25 January6 FERIE Copenhagen Denmark, 23/25 January7 SALON DES VACANCES Brussels Belgium, 5/9 February8 UTAZAS Budapest Hungary, 26 February/1 March9 F.RE.E. - FREIZEIT.REISON.ERHO Munich Germany, 26 February /2 March10 HOLIDAY WORLD Prague Czech Rep., 5/8 February11 ITB Berlin Germany, 11/15 March12 MAP Paris France, 19/22 March13 INTOURMARKET Moscow Russia, 21/24 March14 MITT Moscow Russia, 18/21 March15 TUR Goteborg Sweden, 19/22 March16 UITT Kiev Ukraine, 25/27 March17 SITC Barcelona Spain, 16/19 April18 MONDO ITALIA Stuttgart Germany, 22/26 April19 IMEX Frankfurt Germany, 26/28 May20 ATM Dubai Arab Emirates, 5/8 May21 BITE Beijing China, 23/25 June22 RDA Köln Germany, 04/06 August23 T&T Warsaw Poland, 24/26 September24 JATA Tokyo Japan, 17/20 September25 TOP RESA Paris France, 22/25 September26 ABAV Rio de Janeiro Brazil, 21/23 October27 METRO SKI & SNOWBOARD SHOW London United Kingdom, 21/25 October28 WTM London United Kingdom, 9/12 November29 FIT Buenos Aires Argentina, 14/17 November30 EIBTM Barcelona Spain, 1/03 December31 INT. LUXURY TRAVEL MARKET Cannes France, 7/10 December

EXCHANGES IN ITALY 2009NR. TRADE CITY COUNTRY AND DATE1 BIT – Buy Italy Milan 19/22 February 2 Globe 2009 – Art Cities Exchange Rome 26/28 March 3 BMT – Mediterranean Tourism Exchange Naples 2/6 April 4 BITEG – Wine & Food tourism Serralunga 7/10 May 5 100 Art Cities Events Ravenna 28/31 May 6 Buy Veneto Venice 1/5 July7 Buy Lazio Rieti 10/13 September8 SENIORES – Seniors Tourism Amantea 19 September9 BETA – Associated Tourism Cecina 24/25 September10 BITM – Mountain Tourism Trento 25/27 September11 VITAE - Free Time Bastia Umbra 25/27 September 12 Lakes Exchange Brescia 29 sett./3 October13 Visit Tuscia San Martino 01/04 October14 BTS – Sport Tourism Montecatini Terme 08/09 October15 TTG / TTI Travel Trade Italia Rimini 16/17 October16 ECOTUR Chieti 24/26 October17 BTS – School Tourism Genova 12/14 November18 BTO – Buy Tourism Online Florence 16/17 November19 Mediterranean Archeological Tourism Exchange Paestum 19/22 November20 Aurea - Religious Tourism Foggia 26/28 November


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ENIT carried out several workshops in the foreign marketsamong which Workshop Italia, which took place in Tokyoin November, scheduled within the activities of the systemevent Italia in Giappone 2009. 21 representatives of theItalian tourist offer met over 200 among the most importantJapanese operators.Workshops focussing on the MICE product took place inLondon, Hamburg and Monaco, in collaboration with Italiafor events and Federcongressi. The initiative, whichhighlighted the great potential of the MICE sector, was quitesuccessful:• In Germany, 140 German operators and 43 representatives

of the variegated Italian MICE offer (congress centremanagers, event organizers from different Italian territories)attended the workshop;

• In the United Kingdom, 50 British operators and 29 Italianrepresentatives participated.

The workshops offered three B2B intense meetings as wellas communication and in-depth examination opportunitiesduring the Italian food tastings, an integral part of theemotional experience that the Italian panorama can offer. In occasion of the Chinese Minister of Tourism’s visit to Italy,for the G8 held in L’Aquila, ENIT organized a workshopbetween Italian and Chinese operators.

3.4 PublishingAmong the activities, which ENIT carried out through itsnetwork in the international markets, the diffusion of infoand promotional brochures about the Italian tourist system

plays an important role. In 2009, ENIT foreign networkdistributed more than 4,567,337 million copies ofbooklets, as well as more then 36,735 posters.In occasion of the celebrations of ENIT’s 90th Anniversary, theforeign offices produced and distributed ad hoc promotionalmaterials:• ENIT vintage posters (eight subjects);• A volume to celebrate ENIT’s 90th anniversary, about the

activities that have been carried out in the last 10 years,with both images and articles;

• Brochure about ENIT’s history.ENIT also publishes each year the quarterly magazine“ENIT Italia”, an important institutional communicationtool in both paper and digital format, in Italian and in English. The magazine, which has lately benefited from some externalcontributions with articles on promotional topics and the bestof Italy, is addressed to public and private operators of thetourist sector and aims at presenting the communication andpromotional activities carried out by ENIT, the trade fairs andshows it attends, the events with which it cooperates andother information related to the institutional activity; themagazine contains also some interesting contributions ofinternational and Italian tourism and on specific tourist products.

3.5 Press Office and Public RelationsThe relations with the press and tourist sector operators arealways very important for keeping the spotlight on ItalyDestination.Articles and press reports, dedicated to Italy by the media,

The Italy area at the Salon des Vacances in Brussels, Belgium




meetings with sector operators, assistance lent to journalists,fam trips and press trips, and PR efforts carried out by ENITin Italy and abroad, all contribute to build a powerfulpromotional tool with the general public and industryprofessionals alike.In Italy, ENIT, also in collaboration with the local bodies andtourist exchange organizers took care of arranging severalpress conferences and issuing the press releases. ENIT also edits the monthly bulletin ENIT NEWS,published on the site www.enit.it and sent to a mailing listof over 1.500 names (press, trade, marginal organizingstructures), and the daily press review (250 issues in 2009). Also extensive the PR relations abroad and the organizationof meetings, which allow contacts with 38,109 peopleamong journalists, opinion leaders, travel agents,TOs and other figures.ENIT arranged 252 press conferences, also incollaboration with the Regions and local bodies, and issued394 press releases.13,773 journalists were assisted with information, tripitineraries, letters of introduction or received some forms offacilitation for trips to Italy in order to produce press reportsand articles about the Italian resorts. 5,476 articles were published in the press, with noadded costs for ENIT, resulting from ENIT’s own initiatives(press conferences, press releases, fam trips), hypothetical lyworth 76,792,404 Euro at current market values. Addingto this, 1,178 TV and radio programmes equal to aneconomic value of about 101,069,087 Euro.

ENIT has also overseen the relations with the internationalorganizations, to which it belongs, such as the World TourismOrganization, the European Travel Commission and theAlpine Tourist Commission, attending meetings and seminarsand cooperating to the surveys periodically held throughprocessing and transmission of data and studies.

3.6 Promotional eventsIn 2009, ENIT participated in many major events, often incollaboration with Italian institutions abroad: • In collaboration with the Ministry of Economic

Development, Ministry of Agricultural Policies, ICE andBuonitalia Spa, ENIT participated in the Monte Carlo winefestival 2009, an event meant to promote and spreadculture as an expression of the quality of the territory. Withinthe event, the Italian agricultural and food heritage andthe enterprises, and also the Italian culture in the worldand the excellence of the Made in Italy were promotedand celebrated.

• In occasion of the World Championship of Athletics in

Berlin, ENIT organized the gourmet-marathon “Maratonadel gusto e delle bellezze italiane” in collaboration withthe Embassy and ICE and also participated in Casa Italia,thanks to a cooperation agreement with FIDAL;

• In occasion of Linz: European capital of culture, ENITarranged the event Mondo Italia a Linz completelydedicated to the Italian tourist offer;

• ENIT was present with an info desk at the Food CultureStrasburg, a week dedicated to food;

• In occasion of the International Festival of Documentaryin Toronto, ENIT – in collaboration with Air Canada,sponsored a gala evening to raise funds for the Docs forSchool project.

Over the course of the year, ENIT awarded many journalistprizes.The traditional press conference to award the Best touristguide about Italy in German, now at its 15th edition, tookplace as usual within the International Book Fair in Frankfurt.The fifth edition of the journalist prize Italia por Descubrirwas arranged in 2009 in collaboration with the ItalianEmbassy in Madrid.ENIT, in the United Kingdom, assigned also the Travel writingawards for the best article, the best tourist guide and thebest photograph about Italy.

768 events, such as evenings, presentations, Italiandays and weeks, were held also in collaboration with thelocal bodies.

Lastly, ENIT carried out or attended several events in Italy:• the travelling exhibition of the photographer Diego Cinello

“L’ITALIA, che spettacolo!”: ENIT sponsored the exhibition,which – held first in Rome at the Complesso del Vittorianoin April – was then taken to Japan and France; theexhibition of photographs, with views at 360° showing

ENIT stand at the Italian Week in Frankfurt, Germany


20


Italy’s excellences, was very successful with the nationaland international public, attracting tourist flows interestedparticularly in the Italian cultural product;

• Exhibition “Giotto e il Trecento. Il più Sovrano Maestrostato in dipintura”, held in Rome at the Complesso delVittoriano from 6th March to 29th June 2009: ENIT, beingthe event promoter, implemented an importantpromotional action; an event born under the aegis ofthe Presidency of the Italian Republic and supported bythe Ministry of Cultural Heritage and Activities. Presentduring the entire initiative, an institutional stand at theexhibition entrance offered the opportunity to surf thewww.enit.it site.

• Giochi del Mediterraneo di Pescara (26th June-5th July2009): ENIT participated in the sporting event with aninfo material stand and organized a press conference topresent the tourism relaunch plan in the Abruzzo. Withinthe same context, some get togethers between theoperators from Abruzzo and ENIT foreign officesmanagers were also organized to plan initiatives on theinternational markets. Finally some operative meetingswere organized among Abruzzo federations and

consortiums and the main foreign TOs, in order torelaunch the Abruzzo product on the most interestinginternational markets.

3.7

Other activities27,620 show windows and bill postings related to theItalian tourist offer main themes, both in ENIT offices andTOs’ commercial spaces, in order to increase the nationaltourist offer visibility and promote the Italian tourist products.

353 newsletters, an important institutional communicationtool of ENIT, were written and diffused by the offices in 2009.These allowed to promptly catch the attention of theinternational media, tourist operators and potential travellers,by informing them about current events and thesuggestiveness of the Italy destination and, at the same time,endowing ENIT with a useful database and a continuousand constant monitoring of the reference markets and faithfulcustomers.The intelligence effort was always present, in order tomonitor the tourist and currency flows, the socio economiccontext, the demand profile on the foreign market and thetourist products and 1008 surveys and monitoring effortswere performed during the year.In particular, the Headquarter had the opportunity to carryout, in collaboration with the foreign network, monitoringefforts during the most important periods for the Italiantourism (Easter, Summer, Christmas). As part of thecooperation activities with the international bodies, such asWTO and ETC, data and information about Italian tourismwere provided on the occasion of the periodic surveys carriedout by such organizations.ENIT also provided thematic contributions to manypublications among which the VII Ecotur Report on NatureTourism.Many were the thematic dossiers about specific productsand aspects of the Italian tourism and markets.Finally the periodical bulletin “Flash from the world oftourism” with information and news on internationaltourism. Resulting from an attentive monitoring of the internetsites of the main international organizations (ETC, UNWTO,WEF, etc), the bulletin was sent to a mailing list includingthe main public/private representatives of the tourist sector.About 3,911 TO’s catalogues were analysed, for a totalof over 63,835 pages about ItalyENIT also continued its supportive action towards DiplomaticRepresentations, providing support staff to the consularofficers in order to speed up tourist visa release proceduresin Armenia, Belarus, China, India, Kazakhstan, Russia andUkraine.

Italian Day at the Megadenzel dealership in Vienna, Austria


214 Market actions


4. Market actions

The following are some of the many marketing andpromotional actions carried out over the world to promotetourism in Italy, to spread its Brand and its peculiarities withsector operators and the general public.

4.1 EUROPE

German area

The intervention plan on German speaking markets – whichrepresent the hard core of Italian incoming – wascharacterized by a rich and variegated mix of initiatives meantto strengthen the image of the Italy destination amongst thepublic and the press, and also to enhance the relationshipswith the trade engaged in marketing our tourist offer.Through these actions it was possible to implement a highimpact strategy, composed of several different initiatives interms of target range, objectives and timing during the year.

GermanyThe co-marketing plan with tour operators, low costairlines, and Italian and German leader companies wasfundamental in order to double the budget and expand thepromotional effect of the initiatives undertaken. Several tour operators were involved by ENIT with the aimto carry out numerous actions:

• FTI-Frosch Touristik: presentation at Dresda airport of directflights to Calabria; summer roadshows in 10 Germantowns, in which ENIT took part with 4 Italian Regions; fullpage ad on the FTI Italia 2010 catalogue; online campaignthrough a link to the ENIT web site on operator’s landingpage Italy; Italy logo at the course for desk operators andtravel agents; educational tour for journalists on the islandof Ponza to promote sea tourism, in collaboration withTUIfly airline.

• Sun & Fun Sportreisen: advertising postcards mailing actiontowards 12,000 top customers resident in South Germanyto promote active vacations.

• TUI: mailing involving over 130.000 TUI customers toprovide them favourable travel offers to Italy; advertisingposters were also produced to set up 10.000 travelagencies show windows.

• Thomas Cook / Neckermann: show windows in 3500travel agencies selling Neckermann proposals; an advert

with offers about Italy published on the Sunday edition ofthe famous newspaper Die Welt (a run of 412,000, 1.25million readers); ENIT stand at the presentation of theThomas Cook/ Neckermann catalogues at the Frankfurttradeshow, during which nearly 4,000 agencies werecontacted; and finally a seminar in Frankfurt, arranged incollaboration with the operator, to present the Italydestination which saw the participation of 300 travelagents.

• Olimar Reisen: show windows in 150 travel agencies anda roadshow to present the Italy destination, involving nearly200 travel agents in four informative evenings in Köln,Munich, Stuttgart, and Frankfurt.

• Service Reisen Giessen: adverts on regional press to supportthe coach travel segment; incentives for cultural travelslinked to concerts and music performances by sending anewsletter to Service Reisen customers including ad hocoffers; posters and flyers to promote tourist packages oncultural events taking place in Italy; educational tours toTuscany for German bus operators to boost touristpackages sales; promotion amongst German bus operatorsof the Italy destination through the sales efforts of the ServiceReisen staff.

• TUIfly: mailing of a newsletter to 17.000 travel agencieswith teaser and automatic link to www.enit.de website;pre-flight mailing (customized mail a few days beforedeparture with flight information reminder and usefulinformation about the destination/territory); destinationpages and advertorials about the Italian destinationsreached by TUIfly flights with link to the site www.enit.de.

• Vtours: online course for 3200 travel agents and deskoperators from the operator’s distribution network, withfinal draw of a prize journey to Italy.

• Germanwings: joint online campaign on freemailer webpages - web.de, gmx.de yahoo.de – and travel web sites- holidaycheck.de, map24.de, unistermedia.de; landingpage on www.germanwings.com/italien; mailing of a

Advertising banners at the “Six Days” bicycle race, Germany


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newsletter to the Boomerang Club members (1,5 millions),Germanwings frequent flyer programme, including offersabout the Italy destination.

• Convel (internet service provider): online ad campaign onthe most popular websites in Germany airlines.de,wissen.de, vaybee.de, myspass.de, go4sun.de; banneron the famous travel booking site weg.de.

• FIAT Group – Lancia: a presentation of the Italy destinationtook place at the Lancia Convention where the bestretailers of the Fiat Lancia Germany network were awardedjourneys to Italy as an incentive. Within the “Lancia DeltaEnergy Tour Roadshow” (18th April/27th June), whichaimed to promote the Lancia model in 12 big shoppingcenters in Germany, ENIT was able to present the Italy

destination through the distribution of promotional material;a draw of some holiday-prizes was organized incollaboration with TAS Abano Montegrotto Terme and STLVisit Gallura. During the International Motor Show IAA inFrankfurt (19-27 September, nearly 800.000 visitors) anENIT info desk was set up at the FIAT “Boutique Lancia”stand, to distribute promotional material and the video“Italia. Much More” was also projected. A get together withjournalists, tour operators and travel agents was organized;ENIT appeared in all the press releases and a lottery wasarranged with a journey to Italy as a prize.

• S.PELLEGRINO - Nestlé Waters Group: ENIT attended thegala evening for the presentation of the gourmet guide“Kulinarische Auslese 2009” at the Schuhbecks Theatre,during which the “best chef of the year” was awarded(with a holiday to Italy). Mailing action, distribution ofpromotional material, joint invitations for journalists andVIPs were distributed. Several initiatives took place at theItalian pavilion at the most important German wine andgastronomy/agricultural and food trade fairs (InternorgaAmburgo and Prowein Düsseldorf), get togethers withpress representatives, TO and travel agents – only on

invitation – distribution of tourism advertising materials,joint customers invitations, Italy lottery holiday-prize draw.140.000 overall visitors, over 4.000 exhibitors, nearly 1.500accredited journalists. The initiative “Best Seller Club S.Pellegrino” addressed to top customers was carried outthrough targeted mailing and free delivery of the ENITguide “Erlebe Dein Italien”.

• In the web section “Italien für Kinder” of the site www.enit.dea prize-winning game for children was arranged.

• PIAGGIO Deutschland: ENIT info desk at the Piaggio standat the three main sector trade fairs: Motorradtage MesseLipsia (66,000 visitors), IMOT Munich (52,000 visitors),Motorräder Dortmund (110,000 visitors).

• ADAC: ENIT patronage and a delegation in the organizingcommittee of the event Trentino Classic ad Andalo (vintagecars show); Italy logo on all the communication materialswas issued for the event and on the sector magazineADAC Oldtimer Ratgeber.

Other operators involved in co-marketing actions on theGeman territory were: Schmetterling Reisen, StudiosusGruppenreisen, Vettore Air Dolomiti, Alpetour, BayerischesPilgerbüro, Geldhauser-die Münchner Busreisen, SiglindeFischer Feriendomizile, the Italian Way.

In Germany, ENIT participated in 5 trade fairs: CMT inStuttgart (17-25 January), F.RE.E. in Munich (26 February-2March), ITB in Berlin (11-15 March), IMEX in Frankfurt (26-28 May), RDA in Köln (4-6 August); the participation in thetrade fairs allowed to contact nearly 160,000 people and122,000 foreign operators involving 1,030 Italian operators. Among the trade fairs the ITB di Berlino – at its 43rd editionin 2009 – is the biggest tourist sector event in the Germanmarket, with more than 180,000 visitors and 11,000exhibitors from 180 countries. The more than 1,700 squaremeters stand of ENIT hosted 13 Regions (Basilicata, Calabria,Campania, Emilia Romagna, Friuli Venezia Giulia, Lazio,Liguria, Lombardy, Piedmont, Puglia, Sardinia, Sicily, Tuscany)along with some local bodies (the Municipality of Milan andthe Province of Ragusa) and the customized areas for the“Club Italia” members. Many the promotional initiatives withpress conferences and evening meetings organized incollaboration with the Regions and local bodies to presentthe Italian tourist offer to the German press and theinternational demand.Also very important the CMT - Caravan, Motor, Touristik inStuttgart, which represents the first annual event for theGerman tourist industry and the caravanning sector, whichalso in 2009 met the organizers’ expectations, receiving morethan 200,000 visitors and 1,889 exhibitors from 95 countries.ENIT’s stand hosted the Regions of Emilia Romagna, Liguria,Marche, Sardinia and Valle d’Aosta, and also 12 privateoperators and several “Club Italia” accredited operators.

MICE workshop in Munich, Germany


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Among the events carried out in collaboration with theoperators that were present, the Marche Region presentedto the many journalists who attended the press conferencethe rich tourist offer of the Region, characterized by art, seaand hinterland, mentioning especially the exhibitiondedicated to the famous painter from the Marche, RaffaelloSanzio, at the Palazzo Ducale in Urbino. During the eventthe “Day of Culture” was held with an exhibition area entirelydedicated to the cultural segment, within which ENIT hadan info corner to distribute promo-advertising material aboutthe cultural offer in our country, for example the programmeof the events 2009. The German operators, with whomsome profitable trade negotiations have been started, andthe public showed a great interest in the Italy destination.

The intervention plan on German speaking markets – whichrepresent the hard core of Italian incoming – wascharacterized by a rich and variegated mix of initiatives meantto strengthen the image of the Italy destination amongst thepublic and the press, and also to enhance the relationshipswith the trade engaged in marketing our tourist offer.Through these actions it was possible to implement a highimpact strategy, composed of several different initiatives interms of target range, objectives and timing during the year.

ENIT also actively participated in the 2009 edition of the“Mondo Italia” salon in Stuttgart (22-26 April) with a 200square metres exhibition area; 12 press campaigns werecarried out within this event, with adverts on local andregional press (Stuttgarter Zeitung, Sonntag Aktuell, BildStuttgart, Filder, Zeitung Extra, Stuttgarter Stadtanzeiger,Stuttgarter Wochenblatt, Stadtmagazin Moritz, Freizeitspiegel,A tavola, Prinz, Lift) and a direct mailing action addressed to20,500 people (Stuttgart salon visitors, tourism interest profile).

During 2009 ENIT carried out 50 promotional initiativesin Germany to promote Italy’s image and to support themarketing of its tourist products, in collaboration with theItalian Regions, the Ministry of Agricultural and Forestry Policies,tourist promotions boards and enterprises, German partnersand Italian institutions in Germany, among which the ICE,Italian Trade Commision, Italian Embassy and Consularnetwork, Società Dante Alighieri, CoMiTes. Such initiativesallowed to reach a public of nearly 1.4 million people, 5,000foreign operators, and involved 135 Italian operators.ENIT also attended some important events to promotethe System Italy.

On the initiative of the Municipality of Frankfurt agency“CityForum ProFrankfurt” in collaboration with ENIT, theConsulate General of Italy, the Italian Chamber of Commerce

for Germany and the Italian Institute of Culture, the ItalianWeek was arranged, from 10th to 19th July, at theHauptwache a really new central pedestrian area in Frankfurt,which registered nearly 120,000 visitors. Within the event apromotional stand of ENIT to distribute promotional materialsand an info corner to organize and choose the holidaydestinations were set up.

During the World Championship of Athletics, which tookplace in Berlin (15th - 23rd August), a Gourmet Marathon wasorganized in four German area cities – Frankfurt, Vienna,Munich, Hamburg – ending up in Berlin. The FIDAL-CasaItalia Atletica project, in collaboration with ENIT, Embassy ofItaly and ICE, aimed at promoting Italy’s excellences: Regions,institutions and private operators from the tourism, agriculturaland food sector had the chance to present their touristpackages, products and regional specialities within focusedworkshops and seminars addressed to German buyersselected by ENIT and ICE. Many journalists and specializedoperators attended the four stops of the Marathon, whichtook Italian tourist and wine and gastronomic excellences“on tour” in the German speaking countries, concentratingon the many links between wine and gastronomy and sporttourism. During the World Championship, three ENIT informativestands were set up at the Casa Italia Atletica to hand outpromo-advertising and info material about Italy to the public.More than 700 operators, journalists and opinion leaders,selected by ENIT, ICE and the Ministry of Agricultural Policies,participated in the 11 events organized in Berlin; 16,000people visited the ENIT-FIDAL-ICE stand at the entrance ofthe stadium; over 8.000 visitors were registered at the Illycaffè point-Lancia Lounge; 125 participants to the fivethematic seminars at the Casa Italia Atletica.

Football player Luca Toni at the Italy pavillon of the f.re.e., Ger-many


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The Festa Italia - Evento concerto dell’Accademia Santa Cecilia,held on 9th December at the famous Alte Oper Theatre inFrankfurt, celebrated our country through music, creativityand Brand Italy excellence. The event, highly institutional,represented an important occasion of meeting betweenbusiness and culture, and it was the outcome of thecooperation among the National Academy of St. Cecilia,ENIT, FIAT Group and the “Buonitalia” Ministry of AgriculturalPolicies. The concert – with Mitsuko Uchica the pianist, theNational Academy of St. Cecilia Orch., Antonio Pappanoconductor – was the highlight of a high profile promotionalevening, which saw the participation of the President ofENIT Matteo Marzotto, the President of the Santa CeciliaNational Academy, Prof. Bruno Cagli, the Italian ConsulGeneral in Frankfurt, Bernardo Carloni, and several guestswho attended the convivial meeting concluding the evening,where it was possible to taste typical Italian products. Nearly2,500 people attended the concert. Other events, which saw ENIT’s cooperation and/orparticipation, were:• The exhibition “Luxury and Decadence. Roman life on the

Bay of Naples”: set up with the cooperation of theCampania Region, at the Royal Residence in Munich; onthe opening evening, 300 guests could enjoy a privatevisit and the typical products of Campania.

• Casa Brescia – Italian Week: the Town and Province ofBrescia were the highlight of a series of initiatives topromote the tourist offer of the territory (lake, wine andgastronomy, culture, active vacations and excursions). Anexhibition set up at the Künstlerhaus, in the heart ofMunich, offered for a week a virtual and multi-mediajourney through the territory of Brescia; within the touristtrade and marketing trade, 2 workshops B&B werearranged, for the German demand and wine andgastronomic suppliers respectively.

• BMW International Golf Open: ENIT participated with itsown stand – to hand out promotional material – in thefamous International Golf Open, in collaboration with the“Italy Golf & More” Association, which groups 6 Regions(Piedmont, Lombardia, Liguria, Emilia Romagna, Sicily, andFriuli Venezia Giulia as lead region). At the opening pressconference of ENIT, the manager of BMW Golfsportillustrated to 80 specialized journalists, sector travel agentsand tour operators, the success experienced in Piedmontby the BMW Italian Open 2009, held in the Royal Park iRoveri golf course in Turin.

• Filmfest Munich: ENIT, in collaboration with Air Dolomitiand the Public Broadcasting service Bayerischer Rundfunk,raffled off a trip to Venice during the Festival of Cinema;at the première of the German film “Maria ihm schmeckt´snicht”, taken from the very popular novel by Jan Weiler,starring Lino Banfi, ENIT distributed promo-advertising

material about Italy to more than 900 guests. • “SECHS TAGE RENNEN” cycling event (12th/17th

November): the famous bicycle race took place at theMunich Olympic Park; ENIT set up a promotional standwhere all the Italian Regions had the chance to presenttheir bike tourism offer, distributing info material. On theopening day ENIT organized a press conference attendedby nearly 40 journalists and 30 tourist operators, to whomthe bike tourism offer of our country was presented. Twoteams sponsored by ENIT took part in the race.

As usual, the ENIT “Best German-language touristguide to Italy” prize (at its 15th edition) was awarded alsoin 2009. The award ceremony took place on 14th Octoberat the prestigious Villa Kennedy in Frankfurt in conjunctionwith the International Book Fair. The initiative, organized byENIT and the Umbria Region, with the patronage of theItalian Embassy, in collaboration with the Italian ConsulateGeneral and the Si.Fra, Italian entrepreneurs Association inFrankfurt, was very successful, as shown by the presence ofnearly 150 guests. Several personalities and representativesfrom the press, tourist industry, publishing industry and culturetook part in the event. After a brief presentation of the Umbria Region tourist offer,the event ended with a convivial moment, where theregional food and wine specialities could be enjoyed togetherwith the music of Vivaldi and Respighi superbly performedby the quartet “I Solisti di Perugia”.

In line with the strategy initiated by ENIT in Germany in 2007with the roadshow “Bella Italia”, dedicated to the promotionof the MICE segment and of the Italy destination as thelocation for events, congresses and incentive travels, twosector workshops were held in Munich and Hamburg, on15th and 16th September respectively, organized incollaboration with “Italia for Events” and Federcongressi. Twolong afternoons of meetings B2B among nearly 140 Germanoperators and representatives of the variegated Italian MICEoffer, for a total of 43 managers of congress centres, eventorganizers coming from different parts of Italy. Moments ofintensive communication and the possibility of in-depthexamination in the evening networking were enjoyed duringthe dinners serving Italian specialities, integral part of theemotional experience offered by Italy. The initiative was verysuccessful and satisfying for the participants of both parts,confirming the great business potential of the MICE sector.

10 workshops were organized, seeing the overallparticipation of 352 German operators and 170 Italianoperators (Workshop Veneto in Frankfurt and Hamburg;Workshop Pesaro & Urbino in Düsseldorf; Workshop Costadi Toscana in Köln and Hamburg; MICE Workshop in


254 Market actions


Hamburg and Munich; ITALIA Workshop in Berlin; WorkshopMarche in Berlino; Workshop Sud Italia in Frankfurt) werearranged to support the Italian marketing offer. To these, 8educational trips were added, involving 15 journalists(“Gitando in bus” in collaboration with the agencyComitel&Partners; “Le Eccellenze nascoste” (the hiddenexcellences) in collaboration with the Umbria Region; “PremioRodolfo Valentino” in collaboration with the agencyComitel&Partners/Sardinia Region; “Brescia Golf” incollaboration with the Bresciatourism; “Liguria Trekking” incollaboration with the agency es-communication / LiguriaRegion; “Toscana Underground” in collaboration with theAPT Firenze; “Premio Colosseo” in collaboration with RomeMunicipality; “Città della Luce” in collaboration with theBasilicata Tourism Promotion Board.

In 2009, ENIT continued its policy of strengthening itspresence on the internet and the use of technologicaltools and enhancing the German language official sitewww.enit.de: • Veranstaltungstool: direct online enrolment of journalists

and operators to participate in ENIT events and automaticdatabase creation;

• Terminplaner: online appointment calendar forItalian/German operators with the creation of a profilecatalogue of the Italian offer;

• MS Exchange Server for e-mails, addresses and calendarof each client;

• Tool for an online questionnaire in different languages;• The presence of ENIT on Facebook.Collecting the web visitors’ personal data and the creationof a central database represent an important resource forENIT and an effective tool to plan targeted advertisingcampaigns and actions and also to constantly monitor thepopularity rating and interest in the Italian offer. In 2009,426,884 people accessed the site www.enit.de for a totalof 9,805,964 pages visited and 705,832 brochuresdownloaded. The monthly newsletter was sent to nearly 600 journalists.

AustriaIn 2009 many co-marketing promotional initiativeswith numerous partners were carried out:• Christophorus Reisen: participation in the “Reisetrend” trade

show in Innsbruck; creation of 17 advertisements and oneflyer about the Italian offer, which was used in a directmailing action addressed to the operator’s regularcustomers.

• DERTour Austria: production of 4 flyers with Italian offersto be placed in 400 Austrian travel offices; creation of oneadvertisement.

• Wolfgang Denzel AG: organization of an Italian Day called

“Open day – Italia. Much More” at the Megadenzel inVienna – Fiat, Lancia, Alfa Romeo and Ferrari dealer – withthe participation of over 500 journalists, TOs, travel agents,authorities and potential customers.

• Eurotours GmbH: production of the flyer “S-Budget-Reisenzu Sensationspreisen” to be distributed in the Sparsupermarket chain.

• Firstspot: broadcasting of three ENIT advertising spots aday for 39 days on the infoscreen at the entrance of theOpera in Vienna.

• FTI Touristik: Italy presentation for 45 travel agents inInnsbruck ; arrangement of a special action, Sales Blitz, topropel sales of Italy packages addressed to Tyrol travelagencies with the distribution of promotional material andItalian food and wine specialities; a roadshow in 7 Austriantowns - Götzis, Natters, Salisburgo, Klagenfurt, Graz,Vienna, Linz – involving in all 590 travel agents.

• Gulliver’s Reisen di Vienna: publication of the flyer “ClubfolderItalien” (20 pages, 80,000 copies) with offers about Italy,enclosed in the Gulliver’s Reisen operator’s magazine Travel& Lifestyle Magazin (specialized in the luxury segment),which is addressed to the TOs customers and travel agencies.

• Prima Reisen: arrangement of an Italian evening in Vienna,“Prima Pasta Party”, which saw the participation of 80Austrian travel agents; 6 advertisements, a press conferenceto present the 2010 Italy catalogues – in front of 24journalists – and a direct mailing action.

• Rail Tours Austria realisation of 2 insertions and outdoorpublicity by infoscreen for 12 days, in order to promoterailway packages in Italy.

• TUI Austria Holding/Terra Reisen: organization of 4 Italypresentations in Hall, Salzburg, Bisamberg and Linz, withthe participation of 165 travel agents; mailing action, witha flyer and a promotional gift with the Italy logo sent toover 1900 travel agencies and 200 journalists and opinionleaders; organization of 9 seminars for a total of 105 travelagents coming from Austria, Slovakia, Croatia, Hungary,Slovenia, and Germany, on the occasion of TO TerraReisen’s “Terra Tage” in Oberaichwald.

• ÖRV - Österreichischer Reisebüroverband: organization ofthe congress of the Association of Austrian Travel AgenciesÖRV held in Calabria with the participation of 82 travelagency managers and tour operators, in collaborationwith FTI Touristik.

Within the sector trades shows, ENIT attended the Ferien Messe,held in Vienna in January, which represents the most importanttourist event in the Austrian market. The ENIT stand hosted 7Italian Regions together with private operators of the nationaloffer; many promotional and communication initiatives offereda good opportunity to meeting the local demand. ENIT attended many events.


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Within the Linz: European Capital of Culture, “Mondo Italiaa Linz”, completely dedicated to the Italian tourist offer, tookplace in May with several initiatives: • Stands (over 100 Italian representatives), street artists, the

“gruppo storico romano”, radio lottery, Italian cooking,acrobatic pizza makers, animation for kids and nuit blanchein the main streets of Linz and in the main square, LinzerHauptplatz, which hosted the ENIT infopoint, the VenetoRegion, with its own restaurant, and the Friuli VeneziaGiulia;

• ENIT infopoint in Hautplatz and at the shopping centresPassage Linz and Atrium City Center to hand out touristmaterials;

• Gala evening presenting the “Italia. Much More” campaignat the Palais Kaufmännischer Verein and concert at theArena of Verona, in collaboration with the Veneto Region.

The Open Day “Italia. Much More“ took place in Septemberat the auto dealer Megadenzel in Vienna: the car showroomwas the scenery for a day entirely dedicated to tourist Italyand food and wine specialities (in collaboration with Tourist

Office Alba Bra Langhe Roero); visitors could get promotionalmaterial about the Italy destination and taste some typicalproducts.

In December, the Italian fashion exhibition “50 anni di modaitaliana” (50 years of Italian fashion) took place at theMuseumsquartier in Vienna, with excellent examples of highfashion clothes manufactured by the most popular Italiandesigners; at the exhibition, ENIT had an informative desk wherevisitors could find promo-advertising material about Italy.

The event“La mia Italia: artisti e scienziati” (My Italy:artists andscientists), organized by ENIT and Italian Cultural Institute,with the patronage of the Italian Embassy and the AustrianMinistry of Culture and Education and the participation ofthe Austrian railways and Interhome, took place at the ItalianCultural Institute in Vienna. The initiative, addressed to theschool students presenting their drawings about Italy, endedwith a prize trip for the competition winner. Within the golf tournament “European Tourism GolfChallenge”, organized by the Eurotours operator, ENIT – in

The Italy area at the Ferien Messe in Vienna, Austria


274 Market actions


collaboration with the Piedmont Region – presented theItalian golf offer, in particular that of Piedmont, during theopening evening of the tournament; a buffet was offeredwith food and wine specialities and some promotionalmaterial about Italy was distributed. Also during thetournament ENIT assured the distribution of promo-advertising materials.

Finally ENIT participated in two important events organizedby Corps Touristique, the association of directors of the foreignNational Tourist Offices accredited in Austria. The first, inSeptember, was a meeting focused on the MICE with thepresentation of the congress offer of the countries present;then, in November, the usual annual evening attended bymass media, TOs and travel agencies: an institutional meetingwhich also allowed the Tourist Offices, members of theAssociation, to present their projects for 2010.

In 2009, assistance was guaranteed to many initiatives insupport of marketing, these being organized by local touristpromotion offices:• Val di Sole-Trentino, workshop for the snow holiday

segment;

• Aeolian Islands, press conference/presentation of the touristoffer during the Ferien Messe;

• Local Tourist System Valley and Mountains Ancient Umbria,presentation of the tourist offer and wine and gastronomyfor journalists, TOs and authorities;

• Sardinia Region, workshop and press conference focusedon the regional offer – tourism, culture, fashion, craft,music, wine and gastronomy – with the participation ofover 250 guests at the prestigious Schönbrunn Castle (incollaboration with the Italian Embassy , ICE, Italian CulturalInstitute);

• General Confederation for Commerce Pesaro-Urbino andRiviera Incoming, presentation of Marche Region tourist,wine and gastronomic and cultural offer;

Many, as usual, the educational and press trips, amongwhich:• Educational tour on the occasion of the international

workshop “GITANDO” in collaboration with Vicenzaè;• Educational tour in Piedmont in occasion of the

International Exchange of Food and Wine Tourism BITEGin collaboration with the Piedmont Region;

• Educational tour in Cesenatico, in collaboration with the

Tram Italia, Switzerland


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Municipality of Cesenatico and Gesturist Cesenatico SpA;• Educational tour “Press Tour Premio Rodolfo Valentino” in

Sardinia.

SwitzerlandRegarding the trading relationships, in 2009, ENIT wasinvolved in many co-marketing projects with the maintourist operators and airline and railway companies presenton the Swiss market. Among the numerous activities thefollowing:• Joint press campaigns with EUROBUS, TUI Suisse Ltd.,

Railtour Suisse sa and CISALPINO; • Distribution of publications, flyers, brochures, newsletters

with KUONI Reisen AG, VT Vacances, Novasol, Interhome,Baumeler Reisen, Smerlado Tours, Hotelplan,Sierramar/Travelhouse, TUI Suisse, Ltd., Railtour Suisse sa,Frantour (Suisse) SA, FTI Touristik AG;

• Show windows with TUI Suisse, Ltd.;• Roadshows and presentations of the Italian offer with

Sierramar/Travelhouse, TUI Suisse Ltd., FTI Touristik AG, VTVacances and ALITALIA;

• Professional training initiatives for travel agents throughthe e-Learning with FTI Touristik AG;

• Publishing advertising banner about ENIT 2009 campaign“Italia. Much More” and landing pages dedicated to Italyon KUONI Reisen AG, Hotelplan, TUI Suisse Ltd., FTI TouristikAG, Baumeler Reisen, Interhome, CISALPINO tour operators’sites;

• Incentives and prize-winning competition with Frantour(Suisse) SA, FTI Touristik AG, TUI Suisse Ltd., BaumelerReisen;

• Broadcasting of ENIT advertising spots on the e-boards atZurich central railway station and on the new ETR 610Cisalpino trains.

Intense activity to support marketing.The participation in the roadshow “Summer Destinations”had a great visibility; the initiative was addressed to tradeoperators and took place in four Swiss cities (Lausanne,Geneva, Basel and Zurich) in collaboration with Alitalia.

The travel agents and the press were involved in two differenteducational initiatives to discover Italy: the educationaltrip to Milan with Hotelplan for 60 travel agents (culturaltourism) and the press trip to Portofino (sea tourism andwine and food tourism). Many operators were selected to participate to the main touristexchanges in Italy in 2009, and many also were the journalistswho got personal assistance for their study journeys in ourcountry. The match up between the Italian offer and the Swissdemand was eased by some specific info initiatives dedicatedto trade, such as a monthly e-newsletter, promotionalevenings to present the TOs’ catalogues and marketingactivities, such as workshops for the Tuscany and TrentinoRegions and the organization of ad hoc meetings forBresciatourism.

Also numerous the events carried out by ENIT incollaboration with different partners aiming at promotingthe Italy destination among the general public, such as “TramItalia”, set up with ENIT design and logo and the images oftourist Italy, which accompanied tourists and citizens on atour of eight weeks to discover the best of Italian food andwine; “Italia Wave”, within the Montreux Jazz Festival, aprestigious international music event, during which the richoffer of music festivals in our country was presented; and“Premio Foglio Italiano”, an occasion to recognise thoseItalians distinguishing themselves for their activities abroad.

GERMANY AUSTRIA SWITZERLAND

Information dispatched 217.224 77.295 9.267Pamphlets distributed 1.362.521 193.377 821.953Posters distributed 4.770 2.825 1.625Photos and audiovisual materials distributed 2.733 3.219 588Show windows and bill-posting 13.651 654 77Press conferences 30 16 9Interviews 11 23 12Press releases 42 53 33Newsletters 24 10 12P.R. (journalists, operators and opinion leaders met) 4.530 3.410 639Foreign journalists assisted 3.828 404 98Foreign operators assisted 465 427 298Ad hoc initiatives (presentations, events, evenings, festivals, other) 105 77 15Marketing support (seminars and workshops) 24 26 4Marketing support (foreign operators involved) 737 1.175 58Operators involved in co-marketing efforts 25 16 16Articles resulting from ENIT’s efforts 1.314 763 39


294 Market actions


The constant cooperation with the Italian Regionsand the local tourist bodies is highlighted by the manyoccasions in which ENIT in Switzerland provided its assistancein organizing promotional activities, among whichpresentations and press conferences of the Puglia Regionand Aeroporti di Puglia SpA, Florence Tourist Office,Autonomous Province of Trento, Basilicata Region, TuscanyRegion, Province of Vercelli.

For that which concerns the new technologies, in 2009 theweb site was continuously updated through the publicationof news of interest to the Swiss market, such as the newconnections to Italy, events and other interesting news aboutthe Italy destination. Moreover, together with the Italian LocalTourist Organization, the information contained in the site wasconstantly updated and a section dedicated to children “Italienfür Kinder” was also implemented.

BelgiumWith reference to the co-marketinginitiatives with important TOsand airlines companies selling theItaly destination many actions werecarried out:• JETAIR Group (Jetair flight, Jetair

car and Sunjet): joint advertisingcampaign on Travel Magazine;advertorial on the magazine “Smile”from TUI group; roll ups and postersdistributed in the travel agenciesnetwork of the group; presence onJetair’s website with banners topromote the Italian destinations of the“flight holidays” and “car holidays” catalogues and alsoon Sunjet website to support the “Sud Italia” offer.

• Thomas Cook Group (Neckermann, Thomas Cook andPegase catalogues): joint advertising on the newsletters“Neckermann Promotions” and “Thomas Cook Travellers”to boost the last minute sector ; posters in the travelagencies to promote Italian destinations present in theThomas Cook and Pegase catalogues; backlit advertisingposters in the Neckermann agencies; newsletter B2C andB2B about Thomas Cook, Neckermann and Pegase’scatalogues offer; Thomas Cook’s homepage entirelydedicated to Italy for a whole month.

• Brussels Airlines: a well-constructed advertising campaignin spring including banners on magazines andnewspapers, radio and online advertising spots, B2C andB2B mailing and extensive bill-posting campaign on 2.850bus shelters all over Belgium; joint advertising campaignin autumn to promote city trips to Italy and a 25-pageadvertorial, about cities of art and other Italian destinations,

published on the magazines Voyages Voyages (inFrench) and Genieten (in Dutch); mailing action to

405.000 addresses with a contest to win trips to Italy.

Among the events, which saw the participation of ENIT itis worth mentioning the Italian Day organized by the ItalianMilitary Representative to the NATO (Brussels) for military anddiplomatic representatives of over 30 countries from theEuropean and North American area. Also some ItalianRegions participated in the event through their representativesin Brussels and together with ENIT, with their own equippedarea.ENIT also participated in the Italian Week with its own standin the Cora shopping centres in Liège and Mons.

ENIT was present, as Guest of Honour, at the most importanttourist sector tradeshow in Belgium, the Salon desVacances. In the 2009 edition, which had nearly 106,000visitors and 717 exhibitors, ENIT’s stand, almost 500 squaremetres, hosted eight Italian Regions; the Italian area alsohosted some symbols of the Made in Italy such as FIAT 500and Vespa Piaggio. The Guest of Honour role was

Left: Advertisement produced in co-marketing with BrusselsAirlines, Belgium

Above: The Italy area at the Salon the Vacances in Brussels,Belgium


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emphasized by the overall communication strategy of theSalon and allowed Italy the privilege of appearing on theentrance tickets, the website and the trade show magazine“VosVacances.be”, along with the great prominence givenby the sector press.

Regarding the support to marketing, ENIT gave itsassistance to local boards in the organization of workshopssuch as:• Bresciatourism – the tourist offer of the Province of Brescia• Trentino – the ski offer for operators dealing with the snow

product• Lombardy Region – Lombardy tourist offer (workshop in

Brussels and presentation seminar in Antwerp).

Many educational tours for operators and press tripswere organized with the local tourist promotion boards. Among the educational tours:• “Via del Ferro, dalla Valle Trompia a Brescia”, organized by

Bresciatourism and by the Comunità Montana Val diTrompia to promote the attractions of Brescia, Valle Trompiaand the regional food and wine;

• Lago d’Iseo-Franciacorta organized by the Territorial TourismAgency Lago d’Iseo e Franciacorta to promote the touristoffer of the territory and the eno-gastronomic excellencesof the Region;

• Toscana, organized on behalf of the TO Caractère, topresent the TO’s Tuscan itineraries;

• Venezia, organized on behalf of the TO Expairtours, topromote the regional offer.

NetherlandsThe co-marketing plan was intense in the Netherlands aswell and involved the TOs in order to enhance the sales ofthe Italy product:• OAD REIZEN: landing page on the websites OAD and

Globe Reizen; promotional posters in 220 show windows;3 adverts on the newspaper Algemeen Dagblad (465,000copies sold/1,500,000 readers); advertising page on theOAD Italia catalogue; mailing on the web sitewww.voetbalreisbureau.nl with offers about the Italiantowns hosting the Italian Serie A football matches; flyersat 200 Globe Reizen Agencies with last minute offers.

• THOMAS COOK NL: advertising campaign with ads onseven newspapers (28 publications in all) for a total of869,000 copies/2,500,000 readers; newsletter/directmailing up to a total of 210.000 addresses; ENIT logo onthe operator’s homepage and links to the offers; informationon the intranet site for Travel Agents; show windows in150 Thomas Cook Travel Agencies; online programme“Kies je piste” (choose your ski slope) with the list of theItalian resorts and the ENIT logo.

• DE JONG INTRA VAKANTIES: advertising page on themagazine ZIN addressed to the third age target; advertisingpage on the women’s magazine MARGRIET; advertisingpage on the magazines REISREVUE and REISBUROdedicated to winter sports; newsletter to 125,000 addressesto promote winter destinations 2009/2010; advertisingpage on the tourism supplement to the newspaperALGEMEEN DAGBLAD.

• TUI NEDERLAND: full colour posters with offers about Italyfor 1.100 Travel Agencies; advert on the Tourismsupplement to the Saturday edition of De Telegraaf(850,000 copies sold/2,300,000 readers); newsletter/directmailing for City Trips and Winter Sports.

Among the most important events which saw ENIT’sparticipation:• “Het Italie Evenement”: the two-days event, which took

place in the gardens of the Harzuylen castle in May,promoted the Made in Italy in its different aspects. ENITtook part in the event with the ICE and the Italian CulturalInstitute, with the participation of the Province of Forlì (onoccasion of the new Windjet flights), and Molise andCampania’s operators (40 Italian operators on the whole).During the event, where more than 220 exhibitors offeredthe typical Italian products, ENIT distributed promotionalmaterial.

• “Italia al Dente”: in Amsterdam, ENIT participated in theevent with Italian Trade Commission, the Italian Chamberof Commerce and the Italian Cultural Institute, promotingthe Italian territorial, cultural and tourist products; ENITdistributed promotional material.

• “Il Cilento Incontra l’Olanda ad Almen” (Cilento meets theNetherlands in Almen): in the typical village of Almen, thesecond edition of the event aiming at the promotion ofthe Cilento territory and of the Valle di Diano, the beautiesand the flavours of the Salerno protected area togetherwith the traditional music and the folklore. The event,

“Het Italië Evenement” event at the Harzuylen castle, Netherlands


314 Market actions

organized in close cooperation with ENIT, Italian TradeCommission and Italin Cultural Institute, followed severalpromotional meetings at their respective offices inAmsterdam. ENIT hosted a workshop, which was attendedby several Dutch operators, arousing great interest.

ENIT participated in the tourist fair Vakantiebeurs with anearly 340 square metres stand, which hosted nine Regions.The fair, which represents the most important tourist sectorevent in the Netherlands, was visited by almost 133,000people and hosted 150 countries.

The many initiatives in support to marketing organized in2009 allowed ENIT and the Italian local bodies to contact aconsiderable number of Dutch operators. Among theinitiatives it is worth mentioning those carried out with:• Pesaro and Urbino: the Chamber of Commerce of Pesaro

and Urbino, the Province and Region of Marche promotedand marketed the tourist offer in a workshop with eightoperators from the Marche and twenty Dutch operators;

• Bresciatourism: on occasion of the Bresciatourism Roadshowin Northern Europe, which stopped in Amsterdam, anevening to enhance and spread the knowledge of themany elements of tourism in the Brescia area and itsaccommodation facilities was arranged, and also aworkshop, attended by ten operators from Brescia andsixteen Dutch operators;

• Abruzzo: the initiative, the outcome of the cooperationbetween ENIT and the Councillorship for Tourism of theAbruzzo Region, aimed mainly at presenting andrelaunching the Region through the whole range ofproducts, which characterize its offer;

• Basilicata: in collaboration with the Basilicata Region andthe Tourist Board of the Region, an event took place inAmsterdam aiming at the promo-marketing of the regionalproduct and the tourist presentation of the territory, withthe participation of six operators from the Basilicata and17 Dutch operators;

• Lombardy: the Lombardy tourism promotion week washeld in the Netherlands, coordinated by Bresciatourism inclose cooperation with ENIT: a workshop was organizedin Amsterdam with the participation of 34 operators fromLombardia, representing 25 businesses (hotels, consortiums,etc…) and 43 Dutch demand tourist operators.

Lastly, several educational tours and press trips, whichbrought to Italy tourist operators and journalists with the aimto discover the Italian territory.

The Scandinavian AreaThe Northern Europe area, composed by the Scandinaviancountries, represents an important segment of the tourism

market, whose tourists are certainly characterized byadvanced tourist behaviours and consumer style. Thepromotional action carried out in 2009 took this into accountpromoting niche and alternative tourist formsaddressed to a high market target. In Stockholm and Copenhagen, ENIT was engaged in apromotional and communication action addressed to thelocal tourist demand and to the sector press; the aim waspromoting alternative forms of tourism spreading the ideaof Slow Tourism in Italy. In particular, the event taking placein Copenhagen preceded the beginning of the WorldSummit on Climate Change representing an anticipation ofthe issues discussed at the Summit, in support of a widerspread of sustainable tourism, in harmony with nature. The promotional projects carried out through thepublishing of three thematic guides about, respectively,Italian villages (“Borghi d’Italia”), Bike tourism (“Cicloturismo”)and the Italian National Parks (“Parchi nazionali italiani”),presented an idea of vacation which allows visitors to getto know, at their own time, the environmental and artisticresources which our country can offer. To this concern, it proved to be strategic the choice of thistypology of products for mature markets such Sweden andDenmark, whose main reason for travelling is personalenrichment, based on the quality of the experiences, andin close contact with the “true” nature of the places. The first editorial project, called “Borghi d’Italia”, wascarried out in close cooperation with ANCI, the associationmanaging the club of the “Borghi più belli d’Italia”, in orderto bring the Swedish and Danish tourists’ attention to theselittle known realities. The guide presents a selection of villages,one for each region, and can be a useful tool to develop a

Homepage of the website www.italiantouristoffice.se, Sweden



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vacation style through perceiving the traditions of the singleterritories.The guide “L’Italia in Bicicletta” is, instead, meant to spreadthe Italian territory fruition off the beaten path through bikeitineraries. It suggests different itineraries providing the mapswith the trails and detailed specifications includingsuggestions, practical info and useful addresses.The guide “I Parchi Nazionali italiani”, about Italy’s richnatural heritage, which represents an important touristresource still little known abroad, presents a detaileddescription of the existing parks in Italy supplied withinformation on the existing facilities and on the possibleactivities: the ultimate aim is that this heritage will spur theorganization of niche journeys.

Among the trade fairs, the Oslo Italian Festival, organizedjointly with the local Norwegian institutions, was the mostimportant event. It was held in Oslo from 25th May to 12th

June 2009.The promotion action, aiming at strengthening the Madein Italy image in Norway and enhancing the tourist, culturaland marketing aspects of our country, saw ENIT involved inthe creation of a mini portal about Italy, featuring an electronicgame linked to a prize competition to win several trips tothe most popular tourist destinations. The promotional actionon the web, which was surfed by a good number of visitors,performed the double aim of informing about the less knownitineraries and, at the same time, entertaining the potentialNorwegian tourists who are particularly interested in theItalian way of life. Many workshops were carried out in collaboration withthe Italian local bodies (Valle d’Aosta, Piedmont, Lombardy,Versilia, Sardinia), allowing a direct contact with the demandfor organized tourism.

Press trips for journalists and fam trips for operators andtravel agents were arranged in many Italian resorts; amongthe fam trips it is worth mentioning the one organized withthe Sardinia Region, focusing on the promotion of the middleto high standard “culture and sea” vacations and the one incollaboration with the Sicily region about the “active holiday”.

Numerous B2B initiatives allowed the Italian offer, theoperators, and the Scandinavian press to meet; among these:Lazio and Gambero Rosso in Stockholm and Oslo, Luccaand Puccini in Helsinki, Trentino in Riga, Toscana in Goteborg,Barolo Days and Piedmont in Copenhagen, Sicily and TeatroMassimo in Helsinki, Cortina in Stockholm and Oslo, Naplesin Stockholm.

Finally, in 2009, the ENIT website in Swedish and Danishwas realized. In order to offer a modern and technological

A moment of the presentation of ENIT guides in Copenhagen,Denmark

BELGIUM NETHERLANDS SCANDINAVIAN AREA

Information dispatched 87.889 134.410 92.467Pamphlets distributed 100.262 111.300 109.689Posters distributed 777 2.720 753Photos and audiovisual materials distributed 1.438 1.026 1.896Show windows and bill-posting 2.906 2.460 4Press conferences 6 11 14Interviews - - 1Press releases 3 5 4Newsletters 24 7 13P.R. (journalists, operators and opinion leader met) 642 426 698Foreign journalists assisted 187 412 220Foreign operators assisted 155 154 497Ad hoc initiatives (presentations, events, evenings, festivals, other) 92 34 3Marketing support (seminars and workshops) 4 5 29Marketing support (foreign operators involved) 153 123 509Operators involved in co-marketing efforts 3 4 1Articles resulting from ENIT’s efforts 87 36 235


334 Market actions


approach in countries where the use of IT is particularlyhigh and is getting more and more common when itcomes to planning holidays, two new websites in the locallanguage are a strategic tool to spread information andaim to become a reference point for tourists looking formore info about the new destinations and new reasonsfor travelling to Italy. The two sites are custom orientedand are composed of informative sections (with useful infofor those who decide to travel to Italy), insights (throughthe presentation of tourist products and off the pathdestinations) and an entertainment section (an electronicgame – as yet still to complete – to discover new andinteresting facts about our country).

Among the institutional activities, near Christmas and onoccasion of the inauguration of the new offices of ENIT inStockholm, a cocktail was organized on 16th December 2009with the press representatives and tour operators in order toenhance the public relations with the world of media and trade.

United Kingdom and IrelandA valuable co-marketing activity was developed in 2009both with Irish tour operator Topflight, representing one ofthe most important tourist corporations working with Italy,and with British tour operators among which Citalia, ItaliaCollection, Lastminute, Saga and Inghams.The actions carried out aimed at advertisingthe product Italy, especially on the press, butalso on internet and radio; mainly involvedthe lake, sea, mountain and city breaksproducts.A 12-page catalogue completely dedicatedto Italy was produced with Saga, whosecustomers are primarily seniors, and sent tonearly 100,000 potential customers. A promotion day specifically addressed tothe general public was arranged with theInghams tour operator, specialized in lakes,mountain and city breaks; information was given about theproduct Italy with subsequent bookings in real time byInghams travel agents.In the UK, the cooperation with ABTOI (british tour operatorassociation) also continued in 2009 with the participationin the Dolce Vita, trade show specialized in Italy and itsproducts, and the publication of a supplement of the SundayTimes about Italy. The online training programme Ciao Italia Training, whichestablished the Italy Specialist brand for the travel agencies,was relaunched with promotional activities and continuesto be very popular with the travel agents and tour operators. Training days, addressed to the staff of numerous touroperators, were carried out directly by ENIT staff.

ENIT took part in the most important tourist trade fairs inthe UK, the World Travel Market, with a 1,650 square metresstand hosting 17 Regions and the Autonomous Provinces ofTrento and Bolzano. In 2009, the trade show, which isreserved exclusively for business clients, had a certifiedparticipation of nearly 46,000 people. During the WTM,several side events were programmed, among which: fourpress conferences, 2 open days, six presentation events forthe press and the sector industry followed by a dinner intown.In 2009, after many years, ENIT participated again in theLondon Metro Ski and Snowboard Show, the most importanttrade show in the UK dedicated to winter tourism. ENIT hosted4 Regions and the city of Turin in a 130 square metres area.

Nearly 48,000 people visited the show, 70%of which, according to the official statistics,go to skiing resorts at least once a year.In Ireland ENIT took part in the HolidayWorld Show, the most important tourist

show in the country, mainly addressed to the general publicbut also featuring a considerable participation of the trade.On the occasion of the show, ENIT organized a meetingwith the press and with the professional operators of thesector during which ENIT presented the Regions taking partin the show.

Among the main events organized by ENIT, apart fromthose organized in collaboration with the Regions, it is worthmentioning the third edition of the Tourist Press and BestTourist Guide Award; in 2009, the Best Photograph categorywas also added. The initiative was very successful: a greatnumber of authors directly forwarded their works, althoughthe jury took into account all the articles that appeared on

Above: Inauguration of the Italy area with MinisterBrambilla at the World Travel Market in London

Left: Web page of the “Ciao Italia Training”programme, UK


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the press. Almost seventy high-profile journalists participatedat the awards evening. On occasion of the opening of the exhibition Da Vinci: anexhibition of Genius, ENIT also took part in the Italian Day aWorking, during which promotional material about the Italydestination was distributed. For that which concerns the B2B activity, together witha series of commercial meetings organised with the Regions,monthly newsletters were sent to TOs with info related tothe events organised by ENIT in the UK and Ireland, theexchanges, workshops and educational tours organised inItaly, new products and co-marketing initiatives.With the aim to promote the Italian congress offer, a MICEworkshop was organized in September in one of the mostprestigious hotels of London, the Dorchester, with asubsequent gala dinner, attended by 29 Italian operatorsand more than 50 English operators.Numerous activities were organized in collaboration withthe Italian Regions and the local bodies, among which30 press conferences and presentations to the touristoperators. The presentation of the PalladianItineraries organized incollaboration with the VenetoRegion and Vicenza, wasparticularly appreciated. Incoincidence with the prestigiousexhibition on Palladio at the RoyalAcademy of Arts; the conferenceorganized at the NationalGeographic Store of London incollaboration with the TuscanyRegion and Palazzo Strozzi onoccasion of the exhibition on Galileoat Palazzo Strozzi in Florence; thePress conference of the Veneto Regionduring the World Travel Market atHarrods, with the participation of theVice President of the Veneto RegionFranco Manzato and Fabio Capello Trainer of the Englishfootball team.

For that which concerns the web, the sitewww.italiantouristboard.co.uk was visited by about103,000 visitors in 2009. The site is composed of a publicarea, which offers general information for tourists, news,the possibility to download brochures and to individuatetour operators that offer interesting products, and acorporate area, that furnishes information for the pressand for TOs, giving them the possibility to update theinformation on their products meant for the generalpublic, and news of ENIT’s activities in the UnitedKingdom.

FranceIn 2009 in France numerous co-marketing initiatives wereimplemented with equally numerous partners:• with AFAT (distribution network) a show window

campaign involving 343 travel agencies;• with Carlson Wagonlit Voyages (distribution network) a

show window campaign in 300 travel agencies (postersand advertising spot Italia. Much More);

• with the TO Donatello Serata Italia at the Louvre Museumon the occasion of the exhibition “Tiziano Tintoretto,Veronese. Rivalità a Venezia” attended by about 1100guests; the Italy logo on the catalogue 09/10, banner andlink on the Donatello site; sales clinics for TA of the principaldistribution networks (AFAT, Selectour, Tourcom);

• with the TO Thomas Cook an institutional advertising pageto launch the new Italia catalogue and the show windowcampaign with 170 agencies of the operator;

• with Alitalia a promotional evening for TOs and Travelagents on board of a bateau parisien attended by about

110 guests; a trilateral partnership was signedwith the travel department of the FNACchain (multi-medial bookshops, electronicproducts, journeys and ticket offices) inorder to create ad hoc packages onoccasion of the celebrations of the 400year commemoration of Caravaggio,publicised on the site fnac.fr through aspecial supplement of the magazineContact for FNAC members; asponsoring action was also carried outtogether with the Municipality of Parisfor the Natale Trocadero Village whichoffered the occasion to promoteDestination Italia and its tourist offer.

Artist Guido Cinello’s photographswere exhibited in the “Italia chespettacolo” exhibition, organized incollaboration with the Italian Cultural

Institute in Strasburg; on the opening day, TOs, travel agenciesand opinion leaders were invited by ENIT.ENIT’s participation in the most important tourist sector tradefairs was significant.From 19th to 22nd March, on a 17,000 square metressurface, the second edition of the Salon MAP - Le Monde àParis took place: four days of exhibition with over 93,000visitors and 500 exhibitors. ENIT, with a 315 square metresstand, hosted 5 Italian Regions, private tourist structures andClub Italia operators, which had the opportunity to meetthe French demand. Hervé Novelli, the French UnderSecretary of Tourism, also visited the Italy area.From 22nd to 25th September ENIT was at the Salon TOP

Invitation to the ItalyEvening at the LouvreMuseum in Paris, France


354 Market actions


RESA in Paris. The event represents an important B2B occasionand hosted over 500 exhibitors representing 1,500 brandsand 900 accredited journalists. From 7th to 10th December the VII edition of the InternationalLuxury Travel Market (ILTM) took place in Cannes at the Palaisdes Festivals et des Congrès; the salon hosts the importantnames of world industry of luxury tourism and very highstandard journeys. In the 2009 edition, ENIT became GoldenPartner of the event, having thus the opportunity to make itspresence more significant and participate in the Focus Forum(official presentation of the Italian offer to a selection of more110 international buyers, followed by a buffet). The ENITstand hosted 58 operators from the Italian offer addressedto upper customers target.

In order to support the diffusion of the Italian touristimage, ENIT took part in several initiatives, among which:• Mairie du XVI – Italian Week: presentation of the project

“Un instant d’Italie dans le 16ème” and ENIT’s own area inthe Mairie du XVI during the event, which took place from17th to 21st June in Paris (2,000 participants);

• Food Culture Strasburg: stand to hand out promotionalmaterial about Italy during the week dedicated to food,held in July (30,000 visitors);

• Nenot Tourisme: participation at the II edition of theOdyssée des Voyages a Royat with a customized area tohand out promotional material and info about the Italydestination (27th November 2009).

ENIT granted its support to the local bodies for tourismpromotion in occasion of many press conferences andmeetings.

Also remarkable the support to marketing through theorganization of workshops, among which those held inParis for the Piedmont Region and the Official Tourist Boardof Florence, and also those organized in Tuscany. Many also the educational tours, among which:• Toscana, in collaboration with APET Toscana (16 operators);• Premio Colosseo, organized by the Municipality of Rome

(8 operators);• Univers des Voyages, workshop-cruise for 53 operators,

organized in collaboration with the trade magazine Universdes Voyages and the cruise company MSC Crociere. Theworkshop was also followed by “eductours” carried outin collaboration with the Liguria, Campania, and SicilyRegions during the stops in Italy.

Spain and PortugalSpanish operators were involved in an extensive co-marketingprogramme, with several actions aiming at the spread ofthe brand Italy:

• Catai Tours: joint advertising campaign with thebroadcasting of a daily advertising spot about Italy on theRadio Intereconomia channel, in June; monographiccatalogue (50,000 copies); advertorial about Italy publishedon the operator’s website (May-October 2009); presentationof the Italy destination to the travel agents selling the Cataicatalogue;

• Viajes El Corte Inglés: extensive joint advertising campaignoutdoors and on the radio in May and June (1,200 bill-posting in Madrid at the bus stops, 153 backlit advertisingpanels all over Spain, broadcasting of 11 sixty secondsadvertising spot during different radio programmes);

• Mass Viajes – Ahora Italia: joint advertising campaign onthe radio (Cadena Punto Radio Sevilla, in Andalusia) andTV (two weekly advertising spots in the programme“Campanas de Boda”, April to August); presentation of Italy– 30 minutes video – broadcast every fortnight for fourmonths (April to August) in the programme “Campanasde Boda”; 400 bill postings in the Andalusia’s travel agenciesfor two months (June/July); sales promotion to presentItaly to 25 travel agents from Seville;

• Carta Italia: joint participation in the sector trade fairs FeriaInternacional in Valencia, Vivir 50 Plus in Madrid and Inturin Valladolid, with sales promotion for 15 travel agents inevery town, ENIT advert on the catalogue Italia (one page)and on the operator’s website.

Postering campaign in co-marketing with Viajes El Corte Inglés, Spain


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Also the participation in the sector trade fairs wasremarkable. In January, ENIT participated in the 29th editionof FIITUR in Madrid with 712 square metres exhibition spacetogether with the Regions, the Municipality of Milan andEXPO CTS/BIT from Milan; the stand also hosted 30 operators,with their customized area and nearly 240 accreditedoperators. In April, ENIT was at the 18th edition of the SITC

in Barcelona with 208 square metres area, together withthe Piedmont and Sardinia Regions and 4 operators havingtheir customized area, and nearly 50 accredited operators.Another important trade show in the Spanish market is theEIBTM (mainly congress tourism) in Barcelona, where ENIThad an infopoint at the Italia for Events stand.

Many actions were taken in support of marketing incollaboration with the local bodies, among which theworkshops with the Campania Region and Vicenza, whichtook place in Madrid. Some roadshows were also organized to present the nationaltourist offer, which were very popular with the operatorsand the local press, in particular:• in May: roadshow with the Province of Brescia in the North

of Spain, with stops in Santander, Oviedo and Bilbao;• in June: roadshow focused on religious tourism with stops

in Santiago, León and Pamplona, with the Lazio,Lombardia, Piedmont and Umbria regions;

• in November; roadshow in Madrid and Barcelona topresent to operators and local press Italy as a congressdestination.

Several educational trips were organized for the pressand the tourist operators in collaboration with the localbodies, and press conferences, which ENIT arranged in Spainalways in collaboration with the local tourist organization.

An important advertising action was carried out incollaboration with the National Geographic, which publisheda 110 pages supplement about the Imperial Rome (June2009). An ENIT institutional advert was published in thesupplement on the inside back cover and on the back cover.

Like every year, the fifth edition of the press award “Italiapor descubrir” was organized to award the best article andthe best photographic report about Italy published in 2009.On the occasion a press conference was arranged, followedby a dinner.

Among the publishing products: “Italia en el Bolsillo”, incollaboration with Treni Elipsos, and the bookguide “En Italiahay más”, at its third edition.

In Portugal, two important co-marketing initiatives werecarried out with:• GSVT - Gestão de Serviços e Viagens de Turismo: bill-

posting advertising campaign (posters on 378 buses ofLisbon, 298 buses of Porto and 74 buses of Braga);training actions for travel agents, which took place in Mayin five different towns and involved 220 participants; ENITadvertising page inside the operator’s catalogue 2009,printed in 60,000 copies and distributed among the travel

Above: Outdoor advertising in co-marketing with the operator GSVT,Portugal

Below: Flyer made with the airline company TAP, Portugal


374 Market actions


agencies. • TAP AIR PORTUGAL: bill-posting advertising campaign

(posters on 750 Lisbon, Porto and Braga buses);broadcasting of 140 advertising spots of 20 minutes and5 minutes on the national network Radio TSF, for twoweeks in November; ½ advertising page published ontwo consecutive issues of the magazines with nationaldistribution Caras, Gingko, Fugas and Visão; bannerspublished on the sites www.tapvictoria.com,www.flytap.com, www.tapagents.com, www.tap-corporate.com; promotion of the campaign within thenewsletters “Flytap”, distributed to 95,000 Portuguese e-mail addresses, and “Victoria”, distributed to 200,000Portuguese and Brazilian e-mail addresses; “Miles & Cash”promotion for the Italian destinations, city break packagesfor the Italian destinations with special offers for the onlinepurchases; draw of 3 trips for two people towards thedestinations reached by TAP in Italy; advertising page onthe company’s in-flight magazine “UP”; posters and graphicmaterials for TAP shops and the airport of Lisbon;registration to the “Google website partnership” for theadvertising campaign.

ENIT participated to several events and initiatives, amongwhich:• dinner to present the guide “Regiões da Itália” edited by

ENIT, at the prestigious restaurant “Il Gattopardo” at theHotel Dom Pedro in Lisbon, serving the typical dishes ofthe Italian gastronomy;

• Presentation of the TV report “Imagens de Marca - País: Itália”(to which ENIT gave its assistance) at the Italian Embassy;

• Participation at the gala dinner organized by TO Lusanova,where ENIT distributed promo-advertising materials;

• Participation at the presentation of the new Trenitalia high

speed trains, represented in Portugal by the tour operatorGSVT, which gave the opportunity to build new contactswith trade and press;

• Participation at the European Week of Languages througha desk for info materials distribution, in collaboration withthe Italian Cultural Institute;

• Participation in the “Fiera del turismo” organized by 4Estações operator, where ENIT distributed promo-advertising materials.

ENIT also granted its support in organizing educationaland press trips, among which:• Press trip to Rome and Salerno for the editorial staff of Volta

ao Mundo and Imagens de Marca; • Press trip for the editorial staff of “Fugas” (Sicily, Trieste,

Dolomiti-forni di Sopra), “Volta ao Mundo” (Sicily), “Travel& Safaris” (Florence) and “Rotas e Destinos” (Milan andVenice);

• Press trip to Rome for the inaugural ceremony of the Easyjetflight Lisbon-Rome, in collaboration with Lazio Tourist Agency.

A seminar about the snow product in Italy took place inLisbon as part of the initiatives in support of marketingwith the presentation of the Italian ski offer and a trainingseminar for travel agents, operators and journalists. At theseminar the operators reported their direct experiences anda representative from the snow department of the Mundovipoperator investigated the issues related to the Italian ski resortsand the Italian snow product. Besides, the operator Terra Europa received assistance intraining actions for travel agents. In 2009, many meetings with tourist operators and flightcompanies were held, in order to plan future cooperationand co-marketing actions.

UNITED KINGDOM FRANCE SPAIN PORTUGAL

Information dispatched 24.060 130.477 162.037 2.981Pamphlets distributed 43.653 292.206 159.654 7.580Posters distributed 1.426 9.726 1.171 379Photos and audiovisual materials distributed 8.771 1.010 2.909 2.884Show windows and bill-posting 261 1.848 203 15Press conferences 28 17 23 1Interviews 5 2 25 7Press releases 90 8 7 4Newsletters 21 12 5 3P.R. (journalists, operators and opinion leaders met) 1.820 1.936 2.210 823Foreign journalists assisted 3.259 4.215 77 83Foreign operators assisted 666 198 158 42Ad hoc initiatives (presentations, events, evenings, festivals, other) 34 8 12 13Marketing support (seminars and workshops) 8 6 12 7Marketing support (foreign operators involved) 255 143 329 8Operators involved in co-marketing efforts 7 6 4 2 Articles resulting from ENIT’s efforts 106 179 254 120


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Finally, extensive assistance to journalists and massmedia was given to write articles and press reports aboutItaly; for example, to the editorial staff of the TV programme“Imagens de Marca”, which did a report about Italy broadcaston the TV channel SIC Noticias and on the website of theprogramme.

EASTERN EUROPE

RussiaDue to the fact that it is necessary for tourists to contact theoperators accredited by the local Italian Consular Authoritiesin order to get the entrance visa to Italy, the cooperationactivity with the TOs on the Russian market is still remarkable.Marketing, promotional and sales support activities are thusmainly addressed to Russian TOs, not only in the matchingdemand and offer stage, but mostly in the delicate stagesof being accredited to the Consulates and the visa release. Thus ENIT has long established an Advisory Committee withthe major Russian operators selling Italy, which represents adirect channel with the TOs; regular meetings with theorganized tourism demand allows ENIT to maintain thetrade/marketing relationships with these partners and alsoconstantly monitor the market trend. Co-marketing actions were thus carried out with 12Russian operators (Danko, PAC Group, Slav Holiday, AscentTravel, MC Travel, Intourist, Tourparade, ICS, Sunrise Tour,Italtravel, DSBW, Eurialo Travel) focusing on presenting tothe Travel Agencies and to the press, in ad hoc events jointlyorganized, the activity plans and the catalogues of the TOsinvolved.

In 2009 ENIT’s presence at the tourist trade fairs of theexhibition area was characterized by the participation to theMitt and Intourmarket in Moscow and to the UITT in Kiev. ENIT was present at the Mitt, which was visited by over85,000 people and saw the participation of more than 3,000exhibitors, with an area of 1,000 square metres hosting 15Regions, 40 private operators with their own customizedarea and about 250 Club Italia accredited operators. During the trade show, tourist destination promotion andmarketing events were organized on behalf of the Sardinia,Lazio, Campania, Emilia Romagna, Liguria, Veneto, Piemonte,Lombardia and Basilicata Regions, with an average presenceof 69 Russian TOs per event. In the Piazza Italia of the stand,five press conferences were also organized on behalf of theProvince of Frosinone, the Municipality of Forio d’Italia, theTerme Euganee Consortium, the Tourism Promotion BoardVersilia and the Incoming Italia Consortium, with an averagepresence of 18 journalists per event. ENIT was present at the Intourmarket with an institutional

100 square metres stand, where 17 private Italian operatorscould be seen at work in their marketing activity. The showwas visited by more than 30 thousand people and saw theparticipation of over 1000 exhibitors.Finally, ENIT was present at the UITT in Kiev with aninstitutional stand, where it assisted 19 private Italianoperators. On the premises of the show a meeting withoperators and the local press was organized with theparticipation of the Italian Ambassador in Kiev and the Alitalialocal manager, together with 40 operators and journalists.

Many educational and press trips were organizedinvolving a large number of operators and journalists andalso the Italian locations visited.

Quite extensive the PR activity with the press: nine pressconferences were organized to present ENIT’s activity andalso inform about the visa release procedures; adding tothis, the meetings with the press organized on behalf of thelocal bodies and the private operators involved in promotionalactivities in Russia.

Poland, Czech Republic and HungaryMany co-marketing initiatives were carried out with TOsand flight companies in Poland:• fly.pl: outdoor advertising campaign – carried out in

collaboration with Comvel Polska srl, running the bookingportal www.fly.pl - through 700 5x2m billboards placedin the seven most important Polish cities (Warsaw, Poznan,Breslavia, Krakow, Gda sk, Łód , Bydgoszcz and in theDanzica area – Gdynia and Sopot);

• Neckermann: distribution of promotional materials aboutItaly through an info desk and shopping bags during thepresentation of the Winter Catalogue 2009/2010 inVarsavia; ENIT logo on the website www.neckermann.plhomepage with a link to www.enit.com.pl; 2 direct mailingactions following the presentation of the catalogueaddressed to Neckermann Polska desk operators with asummary of ENIT’s presentation; audiovisual material at

Seminar for operators, Russia


394 Market actions


the POS TV (40 displays inside Neckermann Polska directoffices and in franchising offices)

• Wizz Air: outdoor advertising campaign in Poland (Warsaw,Silesia, and Danzica area - Gdynia - Sopot) through 198panels placed in Warsaw’s underground stations and insidethe compartments (89x28,5 cm) and 260 backlit citylights-panels (1,2x1,8 m) placed in the streets and in theshopping centres of the cities involved – the campaignlasted one month and was focused on the promotion ofthe flights from Poland to Italy

• OTIUM: advertising campaign carried out on the generalpress and web in October (Gazeta Wyborcza newspaper,Polityka weekly magazine, google.pl website)

• Holiday Travel: special catalogue “Italia à la carte” (44 pages,20.000 copies) addressed to a middle to high target.

Always within the co-marketing initiatives, the “Planer 2009Italia” guide about the Italy destination (16 colour pages,16.000 copies) enclosed to the July issue of WiadomosciTurystyczne published with 10 TOs.

ENIT participated also to several events held in Warsaw,among which:• On occasion of Andrea Bocelli’s Concert, on 29th August

(almost 13.000 tickets sold), ENIT was present at the twoinfo points of the Gwardia Stadium and distributedshopping bags with promotional material and gadgets,and offered a tasting of Italian products;

• ENIT participated in the promotional activities on occasionof the “Bella Italia” evening, held on 15th October at theBusiness Center Club and organized by INVITATIO TO; the

event was very successful thanks to the participation ofqualified representatives of the Polish demand, tourist pressand other media, teachers from several Polish schools,several corporations (corporate customers), travel agenciesand TOs, town authorities, representatives from the Police,tourist industry and transport.

• ENIT took part in the day for the Italian culture organizedon 14th March by ALMAMER (Economic-Tourist Academy)within the “Meetings with cultures of the world”; duringthe event the rich and variegated Italian heritage waspresented and promotional materials were distributed.Partners of the initiative were, among the others, Fiat, AlfaRomeo, publishing houses, North Coast, the restaurantTrattoria Toscana and Ferrero;

• On occasion of the fifth anniversary of Poland’s Membershipto the European Union, the UKIE (Committee for theEuropean Integration) organized on the 3rd May theinitiative denominated “Villaggio Europeo”, with theparticipation of 5,000 people; ENIT’s stand, where promo-advertising materials were distributed, was among themost visited.

Among the sector trade fairs, ENIT participated in the Tourand Travel Warsaw, at its 17th edition, which took place atthe New Exhibition Centre MT Polska; ENIT’s stand, visitedby nearly 10.000 visitors, hosted the Friuli Venezia Giulia,Lombardia, Puglia Regions and also the cities of Bolzano andTrento.

Several educational and press trips were organized in2009, among which:

Flyer made in co-marketing with the fly.pl operator, Poland


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• Press Tour Trentino, yearly organized by Trentino with theparticipation of freelance journalists and leading Titlesmainly dealing the mountain product;

• Press Tour in collaboration with the Val Di Fassa and SanMartino di Castrozza focused on summer mountain tourismand bike tourism;

• Press Tour Abruzzo called “Culto e Cultura” focused on thevisits to several Abruzzo resorts linked to cultural andreligious tourism;

• Press trip to Tuscany, in collaboration with ToscanaPromozione and Firenze Tourism Promotion Board,addressed to two journalists who visited Tuscan cities of art.

Among the other initiatives carried out on the Polish territory,also the broadcasting of a video about Verona – suppliedby the Consortium of Tourist Promotion Verona TuttIntorno– on Look TV and on the internet portal looktv.pl; the videowas programmed all through February and on the Travelsection of the site an article was published about Verona.ENIT also gave assistance to the Gazeta Szkolna, a weeklymagazine specialized in the school sector, which publishedan article about the Italian resorts. The magazine is addressed

to teachers taking their students on school trips and thusrepresents an interesting channel towards the young peopletarget.

Several co-marketing initiatives also in the CzechRepublic:• With Artis 3000: an ENIT stand arranged in occasion of

the golf Championship golf Czech Top 100 Golf Trophy2009, where promotional materials were distributed andItalian specialities and typical products were served;

• With EDOK: in Prague, Plzen, Brno and Ostrava a billposting advertising campaign through 100 billboards onthe trams and brochures with offers related to cultural tripsto Central Italy were distributed;

• With Autoturist: 4 pages advertorial about Italian Regionsrenown for vacation and winter sports and present in thecatalogues, published on the monthly magazine AUTOSTYL(28.000 copies, 11.000 and e-mailed to the members ofthe Czech Republic Automobile Club ÚAMK);

• With FISHER: adverts (published on Profit, Snow, TravelDigest, Koktejl, Ski Magazin) and promotional banners onthe websites www.super.cz, www.blesk.cz,www.ocestovani.cz, www.blog.cz, www.ceskenoviny.cz;positioning campaign pay per click on the websiteswww.seznam.cz, www.google.cz, www.centrum.cz,www.atlas.cz; newsletter sent to 100.000 e-mail addresseswith offers about some Italian destinations;

• With Neckermann/Thomas Cook: several advertisingactivities, aiming at presenting and promoting the Italianwinter tourist product on the press and internet (adspublished on Mlada Fronta DNES, METRO, Sport andpromotional banners on www.svetsportu.info,www.nasehory.cz, www.alpy.net) and direct mailing to120.000 addresses with offers about the Italy destination;

• With Wind Jet: Italy promotional evening to promote theItalian destinations and the Wind Jet flights; a concert washeld during the evening and prize journeys were drown,offered by Wind Jet airlines. 120 tourist operators,representatives of the main newspapers, opinion leadersand corporate customers participated in the event;

• With Wizz Air Hungary Ltd.: adverts published on OnaDnes, Magazín Dnes+TV, Pátek Lidové Noviny, TV Max,Blesk Magazín TV, Sport Magazín, Chvilka pro Tebe,Magazín Právo+TV, Vlasta) and bill posting through 300advertising panels in Prague underground carriages and58 show windows set up with CityLight.

Among the events which saw the participation of ENIT:• TOURFILM 2009 – 42nd edition of the International Festival

of films and video clips in the tourist sector, held each yearin the city of Karlovy Vary: ENIT presented the advertisingcampaign “Italia. Much More“, ranked first in the

From top: Advertisement with Alitalia, Hungary

Postering campaign in co-marketing with the airline company MALÉV,Hungary


414 Market actions


commercial tourism category;• Italian day in Prague, “Knowing the UE countries” project,

project organized by the Horní Po ernice Prague Library,which each year presents a UE country and its culture:the 2009 edition was dedicated to Italy and within thiscontext ENIT could distribute promo-advertising materialsand present its activities;

• in occasion of the Inaugural Ceremony of the ItalianConsulate in Brno an Italian Day was held, in collaborationwith the Italy-Czech Republic Chamber of Commerce andIndustry, to present the System Italy; the initiative, addressedto the local Institutions, press, tourist and economicoperators, held a workshop organized by ENIT and wasfollowed by an Italian dinner;

• at the Liberec World Championship of Classic Skiing, anItalian Day was held, during which ENIT distributedpromotional material and gave information; showwindows and decorations were also set up.

ENIT then participated in the Holiday World fair in Prague,the most important trade show in the Czech tourist sector,which saw the participation of 701 exhibitors from 47countries and about 29.000 visitors. In the Italy space, 400square metres, 8 Regions were hosted together with sixcustomized areas (Province of Pistoia, PAM Montecatini,Platinum Hotels & Resorts, Palenca Luxury Hotels, PregioHotels, Puglia Doc). ENIT coordinated three tourist offerpresentations/press conferences with up to 150 participantsamong tourist operators, journalists and authorities.

Numerous educational and press trips were organizedin 2009, aiming at enhancing the knowledge of the Italianterritories involved in the initiatives, such as:• “Pesaro and the surroundings, a territory to discover”

organized by APAHOTELS – Pesaro Association of Hoteliersand Chamber of Commerce Pesaro and Urbino;

• “Vicenza and surroundings”, organized by the ConsortiumVicenzaè in collaboration with the state broadcaster CzechTelevision;

• “The Island of Salina”, organized by the Association of TouristOperators in Salina – Salian The Green Island incollaboration with Wind Jet Airlines.;

• “6 days of Moscato wine”, organized by the Tourist OfficeAlba Bra Langhe Roero.

The activity of door to door encounters with touristoperators and the organization of presentation eveningsand press conferences in collaboration with the localbodies for the Italian tourist promotion was extensive.

Several co-marketing initiatives were carried out inHungary with TOs and airlines:• NUR Neckermann Kft: advertising campaign on the press

– 8 newspapers and magazines – and on the radio – 4radio stations; banners on the website of the Blikknewspaper; advertising page completely dedicated to Italyon the operator’s Sea catalogue; show windows set up in4 operator’s agencies; refresher course involving 240Neckermann Travel Agencies desk operators;

• Mauri: advertising campaign on the web involving 42 sites;• Alitalia: advertising campaign on the weekly magazine

HVG (100,000 copies) and the tourist magazine Világjáró(30,000 copies); show windows in 10 Travel Agencies inBudapest city centre;

• Malév: bill posting campaign on 100 telephone boothsand through 100 billboards in Budapest;

• Wizzair: bill posting in crowded areas of Budapest and inthe underground stations; promotional ad about Italy on

RUSSIA POLAND CZECH REP. HUNGARY

Information dispatched 126.523 15.676 29.030 35.477Pamphlets distributed 87.630 38.265 32.200 17.854Posters distributed 590 500 200 473Photos and audiovisual materials distributed 600 350 1.039 1.880Show windows and bill-posting - 1.158 90 217Press conferences 27 4 1 5Interviews 33 1 1 9Press releases 24 13 4 2Newsletters 46 - 7 8P.R. (journalists, operators and opinion leaders met) 2.206 314 688 690Foreign journalists assisted 178 18 15 95Foreign operators assisted 666 67 68 236Ad hoc initiatives (presentations, events, evenings, festivals, other) 70 5 14 17Marketing support (seminars and workshops) 16 2 2 7Marketing support (foreign operators involved) 558 38 25 490Operators involved in co-marketing actions 12 8 8 11 Articles resulting from ENIT’s efforts 282 82 18 178


42


two monthly magazines.

Some events with the participation of ENIT:• promotional evening with press conference, concert with

the Arena of Verona artists and dinner with the typicalItalian products completely organized by ENIT and aimingat spreading information about Italy among operators andpress;

• dinner on boat organized by the Italian Chamber ofCommerce in Hungary with 250 guests, and distributionof promo-advertising materials;

• Christmas Gala organized by the Italian Chamber ofCommerce in Hungary, at the Italian Cultural Instituteauditorium, with 120 guests to whom promo-advertisingmaterial was distributed;

• Happy hour jointly organized by the Italian Chamber ofCommerce in Hungary and the Luxury Klub, to whichENIT took part with an info desk to hand out promo-advertising material.

ENIT participated in the Utazàs trade show in Budapest,which saw the presence of 675 exhibitors and over 42.000visitors. ENIT set up an Italy area hosting the Friuli VeneziaGiulia and Veneto Regions and 5 equipped and customizedareas of public and private operators; 51 people amongregional representatives and Italian offer operators were alsoaccredited.

Many educational and press trips were organized incollaboration with the Italian local bodies.

4.2 AMERICA

USACo-marketing initiatives were carried out in collaborationwith several TO in the United States:• Seminars and trade fairs for travel agents with ITPC-Italian

Travel Promotion Council in many American cities(Uniondale, Westchester, Newport, Boston, Lauderdale,Naples, Tampa, Orlando, San Francisco, San Jose, LosAngeles, San Diego, Houston, San Antonio, Austin, Dallas);

• Seminars with AAA Travel in Costa Mesa, Hayward andVentura;

• Certification Program and educational tour with Alitalia; • Seminars about Italy with many operators (Pianeta Sport,

BellaVista Tours, Contiki, romantica Tours, Perillo Tours).

Many events took place in 2009, in which ENIT participatedpromoting the Italy destination by meeting the press and

opinion leaders and handing out promo-advertising materials.Some of these events were:• Gala Italia organized by the Italian wine & food institute

focused on the promotion of Italian wine and gastronomyproducts, fashion and culture;

• Festa della musica-Festival Verdi 2009 organized by NewEngland Conservatory to celebrate the Italian music andculture;

• Gala organized by the Italian school Guglielmo Marconiand sponsored by ENIT and many Italian Regions;

• Photographs exhibition “Solitude” by Daniela Zedda aboutthe Jazz Festivals in Sardinia;

• The North East Conference on the teaching of foreignlanguages;

• Dante Award Luncheon, awards evening for Italian andItalian-American journalists;

• Roberto Benigni at the Harris Theatre di Chicago;• Bella Italia Italian tourist offer promotional event in occasion

of the Philadelphia Flower Show;• Festa Italiana in Milwaukee, the biggest festival dedicated

to our country in the Midwest.

The Hospitality Truck, set up with posters and video touchscreen, was again arranged in 2009. It stopped in veryfrequented areas, typically big shopping centres, distributingpromo-advertising materials published by ENIT, Italian Regions,ITPC, Alitaliam, Eurofly and the Chamber of Commerce. Thetruck allowed a promotional action towards the generalpublic (the number of registered visitors was high) andtowards the travel agents, for whom seminars about Italyand its tourist offer were held. The Hospitality Truck was also present at the Italian Style inChicago and at the Adventure Trade Show in New York.

An important B2B meeting, in 2009, was the ItalySymposium in Veneto, offer-to-demand matching event,

Hospitality Truck, USA


434 Market actions


which saw the participation of nearly 350 people (USAjournalists and tourist operators).

The activity, focused on promotion and marketingof the Italian offer through encounters with the press,operators and opinion leaders, in collaboration with theRegions and local tourist promotion offices, was extensive. • Presentation of Parma in collaboration with Parma Incoming.• Presentation of Lazio, in occasion of the Gambero Rosso

event (New York, Santa Monica, San Francisco);• Promo-marketing meeting with the Lazio Region in

occasion of the Sea Trade in Miami;• Presentation of the regional offer, in collaboration with the

Lazio Region, at the presentation of the Baseball WorldChampionship Finals, which took place in Nettuno;

• Presentation of Florence, in occasion of the exhibition“Galileo, The Medici & The Age of Astronomy”, incollaboration with APT Firenze;

• Educational tour in collaboration with the Marche Region;• Umbria Region workshop;• Tuscany Region workshop;• Educational tour/workshop with the Sicily Region and the

Aeolian Islands;• Thematic focuses in high schools in collaboration with the

Sardinia Regions;• Meetings with TOs and journalists in collaboration with

the Piedmont Region;• Promo-marketing initiatives in occasion of Inter and Milan

football teams’ visit to the USA, in collaboration with theLombardy Region;

• Meetings with TOs, in collaboration with the Alto Adige;• Events focused on the presentation of the Veneto Region’s

tourist offer at the Grand Central Station di New York.

Nearly 2,000,000 people visited the websitewww.italiantourism.com in 2009; the site periodicallypublishes a bulletin with the most significant events in Italyand a weekly newsletter which, apart from being on thesite, is also e-mailed to journalists, operators and consumers.

CanadaAlso in Canada, many partners were involved in co-marketing initiatives:• With CTCPI-Canadian Travel Council Promoting Italy, and

in collaboration with the Piedmont Region: the secondedition of the Italy Symposium, which saw the participationof 68 Canadian journalists and tourist operators. ENIT andthe Piedmont Region worked on the programme inoperative partnership with the CTCPI Canadian members:Contiki - Insight Vacations - Kompas Express - AlbaTours/Sunquest - Arts & Leisure Tours/Travel with Flair -Globus Family of Brands. The initiative, focusing on the best

tourist offers of the Region, aimed at offering a remarkablepromo-marketing experience of the destination to allparticipants. The programme was well structured andincluded the visits to several resorts: Lake Maggiore andBorromee Islands, Orta San Giulio, Biella, Langhe e Roero,Alba, Pollenzo;

• The Columbus Centre in Toronto, hosted an event withCTCPI during which one-to-one meetings were arrangedbetween Travel Agencies and Tour Operators members ofthe CTCPI, promotional material about Italy was distributedthrough an info desk, the 2009 edition of the ItalySymposium was illustrated and a presentation of Alitalia,guest at the evening, was held;

• Always in collaboration with CTCPI, an advertorial aboutItaly and an advertising page in the special supplement of

the Globe & Mail (national newspaper), was edited by theETC-European Travel Commission;

• With Air Canada, the most important airline in theCanadian market: presentation evening of the new AIRCANADA flights towards Europe and Italy (Montreal-Rome)at the Nelligan Hotel in Montreal, at the presence of GreatBritain, France, Switzerland, Italy, Germany Tourist boardsrepresentatives and about 100 guests, among which TourOperators, Travel Agents, sector Journalists;

• With TO Transat Holidays, owner of Air Transat airline:presentation of the Europe 2009/2010 catalogue and ofthe direct new flights that have been started betweenCanada and Italy; participation at the European Caravan2009 with travelling events in 4 Canadian cities: Montreal,Quebec City, Toronto and Vancouver. During the events,some seminars about the Italy destination were held forTransat and Salon Vacances Transat staff, with theparticipation of several Travel Agencies and Tour Operators.

Advertising campaign at the Air Canada Centre on occasion of thebasketball matches, Canada


44


ENIT took part in some events held in the Canadian market,among which:• HOT DOCS – International Festival of the Documentary

in Toronto (30th April – 10th May): gala evening at theRoyal Ontario Museum to raise funds for the Docs forSchools project; ENIT, in collaboration with Air Canada,sponsored the initiative and raffled off a prize-trip to Rome;

• ITALIA MUCHMORE evening in Toronto: event organizedby ENIT aiming at presenting the advertising spots of theadvertising campaign to a great number of Italian andCanadian authorities, Tour Operators and mediaspecialized in tourism.

ENIT participated in the Salon international tourisme etvoyages in Montreal, the most important trade fairdedicated to tourism in the Canadian market (37.576 visitorsand Tour Operators in the 2009 edition). ENIT, together withthe Lazio Region, was hosted at the Stand Italia arrangedby the Italian Chamber of Commerce in Montreal. ENIT info-point was very successful and gave information andassistance to Canadian operators, media and the manypeople who visited the show in the three days. Within theConférences Incursion Voyages, a seminar/presentationabout the Italy destination was held.

Many the educational and press trips carried out incollaboration with the Regions and the Italian local bodiesto promote tourism in the territories. Among which:• Press trips to Tuscany, Lazio and Veneto, in collaboration

with Air Transat, addressed to journalists from theAnglophone and Francophone press;

• Fam trip to Rome, for 17 Canadian travel agents incollaboration with Air Canada Vacation;

• Fam trip to Rome and the Roman Castles area, for 9Canadian travel agents in collaboration with Air Canada;

• Fam trip to Campania, Tuscany and Veneto, in collaborationwith Tours Chanteclerc/Solbec Tours operator, with theparticipation of 30 travel agents.

ENIT carried out several initiatives with the Regions and thelocal bodies, among which:• Discovering Truffle Land, a presentation of Piedmont

organized by the Langhe and Roero Tourist Board, The Cityof Alba, the Board of the Truffles of Alba Fair and the TourismConsortium of the Langhe, Monferrato e Roero, incollaboration with ENIT, Italian Cultural Institute and ItalianCultural Centre in Vancouver. 11 Piedmont operators andproducers together with representatives of the media,authorities, TOs and Travel Agents were present at the event;

• Destination: Venice, at the Columbus Centre in Toronto,presentation of the Venezia Marketing & Eventi operatororganized in collaboration with ENIT and Villa Charities

Foundation;• The Veneto Escape, co-branding communication action in

collaboration with the Veneto Region; this initiative, inpartnership with the Maple Leafs Entertainment corporation,owner of the Canadian basket team Raptors, allowed severaladvertising actions during the matches, broadcast on thethematic satellite channels all over the world with a potentialaudience of 52 million people (ENIT/Veneto Region logoon the backlit panels, billboards, web, TV advertising spots)

• EXPO 2015 presentation by the Lombardy Region inMontreal, attended by the President of the Region and bya delegation of entrepreneurs from Lombardy;

• Evening organized by the Institut d’Etudes Méditerranéennesde Montréal, in collaboration with ENIT and the Emilia-Romagna Region, dedicated to the Italian opera and withthe performance of the Atelier Lyrique de l’Opéra deMontréal; during the evening a 5-days trip to Parma for two,offered by the Emilia-Romagna Region, was drawn.

• Roadshow in Toronto organized by the Italian Chambersof Commerce in Montreal and Toronto and by the LazioRegion, hosting a mini-workshop with operators from Lazioand Canadian TOs and travel agents.

BrazilSeveral co-marketing actions were carried out in Brazilin 2009 involving tourist operators and airlines:• ABITO - Associazione Brasile Italia Tour Operators: adverts

on the magazine Viagem e Turismo and on the GuidaItaliana supplement to the magazine; training seminars fortravel agents on Italy tourist attractions in Rio de Janeiro,Belo Horizonte, Gramado, Curitiba e San Paolo; publicationof the Catalogue Italia, distributed at the seminars andABITO events; participation to the Festival di Turismo diGramado hosted in ABITO stand; presence of the ENITlogo on all the promo-advertising material;

• TAM Viagens: ads on the TAM Nas Nuvens magawine andTAM’s in-flight magazine, addressed to 10.000 internationalflights passengers, banner on the portal Viaje Aqui, visitedby over 90.000 users, Italia TAM Viagens Catalogue,distributed in all the offices of the country; presence ofENIT logo on all the promo-advertising material;

• New Line Operadora: participation at the VI ProfessionalWeek of Tourism organized by Daccir Antonio Addad&CiaLtda/New Line Tour Operator, during which a promotionalevening on the Carnival in Venice was held; a workshoptook place in the area provided by the European TravelCommission; all visitors were distributed promotionalmaterials and ENIT logo appeared on all the promo-advertising materials;

• TAM Airlines and European Travel Commission in AmericaLatina: seminars “Tourism in Italy” and “TAM professionalqualification European destinations” in Campo Grande,


454 Market actions


Goiania, Brasilia and Cuiabà;• FLOT Operadora Turistica: adverts on the magazine Vamos

Lá Viagens (20.000 copies printed with 150.000 esteemednumber of middle to high target readers); banner withENIT logo on the portal Viaje AquiInvio; 3 promo-marketingmailing actions addressed to the portal’s users; publicationof the magazine Italia By FLOT Operadora and galaevening to present and spread the publication;

• FIT Tour: training seminars on Italy tourist attractions inPorto Alegre, Curitiba and Belo Horizonte.

The events to which ENIT took part include: • “Piazza Italia” at the Shopping Center Plaza in San Paolo,

event promoting our country, taking place in September,where ENIT could promote the tourist Italy by handingout promo-advertising material;

• V edition of the Italian Cinema Festival in San Paolo, Riode Janeiro, Ribeirão Preto: during the event, attended byrepresentatives of the Italian community in Brazil, Italianand Brazilian authorities and journalists, opinion leaders,artists, cinema producers and distributors, ENIT distributedpromo-advertising material and gave information;

• “Paladares e Culturas do Mundo” organized by the SanPaolo Social Society of Commerce: the event aimed atpromoting and spreading the gastronomy and culture ofthe countries, which had an influence on Brazil. 2009edition focused on the Mediterranean countries and themonth of March was dedicated to Italy.

ENIT had the opportunity to participate in two importanttrade fairs of the tourist sector:• Bratzoa the main tourist fair in Brazil held in San Paulo

and organized by the Brazilian Association of TourOperators; ENIT attended the show with its own exhibitingarea within the Europe zone, organized by the EuropeanTravel Commission in America Latina; the event wasfundamental to consolidate the contacts with trade in thecity and State of Sao Paulo.

• ABAV - Feira das Américas a Rio de Janeiro: ENIT 100square meters stand was set up in the pavilion reservedfor agencies, tour operators and journalists; it registeredthe highest Italian presence in the last seven editions: 10enterprises, including TOs, Consortiums, Hoteliers andAlitalia and a Lazio Region delegation (organized by ATLazio) with more than 40 sector companies.

During the event the workshop “Europe” was held, organizedby the European Travel Commission in Latin America, whoseobjective was the promotion of tourist Europe by givingEuropean tour operators and Brazilian travel agencies theopportunities to meet at the show.In order to support Italy image and marketing its tourist offer,two educational tours in the Piedmont and Lombardy

Regions were organized. The first, in collaboration with TAMand the Consortium for the tourist promotion of the hotelsin the Cavanese area, saw the participation of 10 importanttravel agencies of the Paraná State (South of the country) -interested in the historical-cultural, artistic and wine andgastronomy products - which visited the main touristdestinations of the Region. The second educational tour, incollaboration with TAM and APT Umbria, saw theparticipation of 10 TOs from all over Brazil and a journalistfrom the Panrotas newspaper, the main media of the Braziliantourist trade, distributed in more than 7.000 agencies in thecountry. During the stay, the participants visited some of themost important tourist destinations of the Region and tookpart in a workshop with the local tourist offer, organized bythe APT Umbria.

Advertisement on in-flight magazine in co-marketing with TamViagens, Brazil


46


In order to support the marketing of the Italian tourist offer,some training seminars were also organized for the SanPaulo travel agents of the Tia Augusta and Maxxima agencies;during the seminars a dvd about Italy was shown andpromotional materials were distributed.

ENIT also edited the publication in Portuguese,of the thirdedition of the guide “Regioni d’Italia”, which was presentedin an evening organized for the purpose in the presence of150 tourist trade and press representatives.

Another important initiative carried out on the Brazilian marketinvolved the main airports of the country. In October – inthe same period of the ABAV show, thus with an increasednumber of passengers transiting in the main airports – somephoto panels portraying Italy were set up in the San Pauloand Rio de Janeiro airports.

4.3 ASIA AND OCEANIA

Australia and New ZealandIn 2009, ENIT cooperated with operators, Italian institutions,private companies, Regions, Provinces, and airlines to promoteItaly by developing co-marketing strategies, which resulted in:• 6 educational tours for travel agents and tour operators;• 11 educational tours for Australian and New Zealand

journalists;• Ad hoc presentations of tourist Italy;• Promotion of a new catalogue about Italy;• Prize-competitions addressed to the general public (prize-

trips to Italy raffled off);

• Cultural events, gala evenings etc;

ENIT also produced the booklet Bellissima (48 colour pageswith general information about Italy) in 30.000 copies, incollaboration with TOs, travel agencies, airlines andnavigation companies. In occasion of ENIT’s 90th anniversary, a gala evening wasarranged in collaboration with the Sydney University, withalmost 400 guests and a performance of the opera Macbethperformance, directed by Paolo Miccichè.

ENIT also participated in and cooperated to other remarkableevents including:

• Forum and Seminar aiming at promoting traderelationships between Italy and Australia, in collaborationwith Italian Trade Commission and in occasion of the visitof Mr Urso, Under Secretary of International Trade. ENITtook part in the seminar held in Melbourne (150 guests),where the Italia. Much More advertising spot waspresented; promotional material about the Italy destinationwas also distributed;

• In collaboration with the Embassy, ENIT took part in theCanberra National Multicultural Festival’s Food and DanceSpectacular in Civic with a stand for the distribution ofpromotional materials about Italy destination;

• ENIT participated in the promotional activities of the filmshot in Italy “Angels and Demons”, by Ron Howard, incollaboration with the Sony Picture Releasing; the initiative,involving also the Globus operator, included a prize-tripto Italy for the winners of the Channel 7 competition; theENIT logo appeared in the advertising spots on thecompetition broadcast on the TV channel.

USA CANADA BRAZIL

Information dispatched 66.138 41.833 50.400Pamphlets distributed 262.895 36.275 22.150Posters distributed 2.660 530 2.645Photos and audiovisual materials distributed 2.590 980 3.000Show windows and bill-posting 459 - 3Press conferences 39 7 3Interviews - 11 14Press releases 36 7 6Newsletters 90 - 35P.R. (journalists, operators and opinion leaders met) 7.869 1.890 5.040Foreign journalists assisted 925 95 11Foreign operators assisted 887 170 56Ad hoc initiatives (presentations, events, evenings, festivals, other) 74 24 8Marketing support (seminars and workshops) 96 25 18Marketing support (foreign operators involved) 7.394 902 3.670Operators involved in co-marketing efforts 10 3 6 Articles resulting from ENIT’s efforts 1.065 53 27


474 Market actions


ENIT lent its support to marketing and cooperated in theorganization of promotional evenings, operative meetings,catalogues presentations, PR actions, etc.The destination training activity, which took place in differentAustralian and New Zealand cities to present Italian maintourist destinations, the food and wine sector and the Madein Italy, was significant.

Finally, several promotional activities were carried outwith the Regions and local tourist boards, in particular:• with the Piedmont Region a presentation of the regional

offer was organized, in Melbourne and Sydney, in occasionof the World Master Games for tour operators and travelagents;

• with the Palace Cinema Films, CIT Holidays and theNational Park of the Cinque Terre, a promotional actionwas carried out along with the launch of the film “Genova”,shot in Italy; a competition was held (awarding stays inItaly and film tickets); some evenings were organized toshow the film to travel agents, journalists and VIPs inSydney, Melbourne and Brisbane, for a total of 600 guests.Before the film the 60 seconds Italia. Much More advertisingspot was broadcast;

• with the Province of Como, Etihad Airways and the SydneyMorning Herald NSW & The Age VIC, a competition wasorganised (awarding stays in Italy for two people); the ENITlogo was included on the page advertising the competitionand on the newspapers’ site.

JapanThe Italia in Giappone system review represented the mainpromotional activity in 2009. The preparation of events,coordinated within the staff meeting at the Italian Embassy,implied the engagement of the Office in Tokyo and theinvolvement of all the operational partners. More than 150initiatives were carried out during the year, many of whichstrictly promotional and tourist/cultural, with ENIT’sparticipation. The system event, thanks to the cooperationof all the Italian institutions engaged in the organization,allowed to carry out initiatives for the promotion of the BrandItaly among the general public, focusing the attention ofpotential tourists on the many excellences of our country.

Together with 6 Regions and several private operators, ENITattended the JATA World Congress & Travel Fair trade showwith a large exhibiting area, where many promotional eventsaddressed to the general public were organized. The participation in the Marketing Weeks held at the bigdepartment stores of the most important Japanese towns,was also important and offered the opportunity to promotethe Italian tourism.

ENIT Office in Japan organized several press trips andeducational tours to Italy, especially towards destinations,which are new for the Japanese market, and likely to expand,such as Piedmont, Valle d’Aosta, Puglia and the smaller Italianvillages. As a result, packages towards the new destinationswere created and presented, arising the wholesalers andretailers’ interest.Constantly increasing the number of people visiting thewebsite www.enit.jp, thus confirming Japanese people’sinterest in the Italy destination; the site is for the generalpublic and also the trade, and has a blog with updatedinformation on the Italian cultural and artistic panorama,news about events, exhibitions, festivals, promotions, etc.

The “Toccata e fuga” performance organized by the Municipality ofRome during the JATA, Japan

Sponsorship of the film “Angels&Demons”, Australia


48


ChinaThe promotion of the Brand Italy in China was basicallyfocused on strengthening the destinations already known,through two main tools: co-marketing and actions towardsthe general public.

The co-marketing actions involved three Chinese operators:• with Caissa International: a roadshow was organized with

nine presentations of the product Italy in six towns (1,500participants, mailing actions towards 600,000 potentialcustomers), radio and internet advertising, and on the

search engines www.baidu.cn and www.google.cn andanother presentation for 150 agents in Beijing;

• with Air China Travel Service: advertising campaign on thespecialized publication “China Travel Agent”;

• with Beijing U-Tour International Travel Service: press reporton Milan was produced aiming at promoting their Milanpackages, along with an advertising action on “shoppingand fashion”.

ENIT participated in important tourist sector trade fairs,which were also a moment of contact with the generalpublic. From 18th to 20th June the BITE of Beijing was held,

The Italy area at the BITE in Beijing, China

AUSTRALIA AND NEW ZELAND JAPAN

Information dispatched 6.256 170.298Pamphlets distributed 38.377 787.066Posters distributed 750 1.310Photos and audiovisual materials distributed 6.500 1.804Show windows and bill-posting 60 25Press conferences - 4Interviews 5 7Press releases 1 24Newsletters 28 3P.R. (journalists, operators and opinion leaders met) 138 649Foreign journalists assisted 20 304Foreign operators assisted 78 1.022Ad hoc initiatives (presentations, events, evenings, festivals, other) 27 124Marketing support (seminars and workshops) 16 2Marketing support (foreign operators involved) 1.219 343Operators involved in co-marketing efforts 15 -Articles resulting from ENIT’s efforts 121 345


494 Market actions


in which ENIT participated with the Lazio and Puglia Regions;during the event a workshop was arranged with 16 Italianoperators and 20 Chinese operators. In November, ENIT, incollaboration with the Ministry of Tourism, attended the CITMtrade fair in Kumming; during the event, Minister of TourismBrambilla held a press conference at the Italian pavilion.

Among the events, ENIT participated in the Italian Festival,in Beijing, in collaboration with the Italian Trade Commissionand the Italian Cultural Institute; more than 4,000 registeredvisitors at the info desk where promo-advertising materialswere distributed.With the Italian Cultural Institute the presentation of the TVvideo about Rome, by the famous Chinese writer Mo Yan,was organized and the “première” of Rigoletto was advertisedin collaboration with the Teatro Regio of Parma.

Among the publications, the Magic Italy institutional magazinewas printed in Chinese in 15,000 copies, and distributedbeginning from the Italian participation at the Kummingtrade fair.

Two workshops in Beijing, the first in April for the Lazio Region(40 Italian operators, 21 Chinese operators) and the secondon the BITE opening day, were arranged for the local trade,in collaboration with the local tourism promotion boards, tosupport the marketing of the Italian offer. Furthermore, twomore workshops were organized in collaboration withPromofirenze (February), during which 13Chinese operators met in all 52 Italian touristbusinesses.The activities aiming at favouring Chinese pressrepresentatives’ presence in Italy were alsonumerous. Among the initiatives carried out,the organization of the work trip of CantonTV5 crew (reports in Tuscany “Another Wayof Life in Tuscany”) in collaboration with theTuscany Region and the work trip of theCCTV6 crew (China Central TelevisionStation Movie Channel) to the Lazioand Veneto regions, in collaborationwith the regional tourist authorities.

IndiaMany co-marketing activities werecarried out in India involving eight of themost important operators in India:Cosmos & Globus, Cox & Kings, Ezeego1,Kuoni, Kesari, Mercury, Paradiso andThomas Cook. Among the initiatives: threecatalogues, one of which (more than 50pages) for the luxury sector, presentations

about Italy for travel agents, 243 joint press campaigns, oneof which in collaboration with two Bollywood actors onoccasion of the launch of the film Kambhakkt Ishq.

In order to support the marketing of the Italian touristoffer, ENIT got engaged in the creation of ITOCI - Indian TourOperators Council for Italy, which allowed, for the first time,to bring together the main actors of the tourism industry.ITOCI is an ideal platform for the public and the privateinitiative to meet, in order to agree on a common marketingstrategy, although taking into account the differentpromotions that each operator may adopt in order to havea major influence on the market. For the customer the ITOCIbrand is a sign of the reliability of its members.The X edition of the International Indian Film AcademyAwards 2009 (IIFA) took place at the Venetian Hotel inMacao, maybe the largest hotel in Asia, completely inspiredby Venice architecture. The presence of ENIT at the eventaimed at reaching the Indian costumers through one of themost topical and cherished communication tools in India,the cinema, which, thanks to its actors (considered truelegends at home), is able to guide and influence theaudience’s choices and tastes. ENIT promoted severalinitiatives, from the presence of a stand ITALIA to theparticipation to the Global Business Forum and a businesslunch for a restricted meeting with the most famous namesof Indian cinema: an opportunity to strengthen the networkof contacts developed in the last two years, build new ones,

and especially motivatethe production of films inItaly, which can originatetourist flows towards thelocations.

Many were the fam toursin Italy for journalists andTV crews, whichenhanced Italy’s visibility.Indian media’s attentionand ENIT’s cooperation toprojects directly linked to

Indian cinema, made Indian producers’ interestincrease prompting ENIT to organize exploratory tripsfor the most important Indian producers, who aremore interested than ever in the Italian locations.In 2009, more than 400 Indian travel agentsattended short training courses about the Italydestination: important insights for a young tourist

Above: Poster of the film “Bachna Ae Haseeno”, India

Right: Flyer made in co-marketing with the Cox & Kingsoperator, India


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industry, constantly growing, facing today a fastsegmentation of the market, which requires great preparationand competence.Parallel to this action addressed to the Indian market, ENITtook part in training seminars in Italy addressed to the Italianincoming operators engaged in Florence and Vicenza. Bothevents offered the opportunity to promote the Indianpotential of originating tourist flows and, at the same time,present Indian tourists’ needs, still little known to sectoroperators in Italy. The responses were very positive and somecompanies based in Florence immediatelyplanned some missions to India in the firstmonths of 2010.

Finally, in 2009, the Italian Regionsconsolidated their presence in India; firstof all Piedmont, which carried out animportant promotional action for thesecond year running. In 2009, the TuscanyRegion accomplished a mission in India inorder to analyse the perception of theTuscan product among the operators andto plan promotion. Lazio Region, whosearrival in India coincided with the arrivalof the Italian government delegation ledby Minister Scajola and Vice Minister Urso,organized a workshop to match the offerand the demand and agreed on two co-marketing projects to promote the Lazioterritory on occasion of the première ofthe Disney film When in Rome.

South Korea The co-marketing initiatives undergone in Korea allowed tocarry out promotional activities with some market operators:• with RTS, tour operator specialized in online sales of B2B

packages through the portal www.rts.co.kr, one of themost popular among the Korean operators: adverts onten web sites dedicated to tourism for the promotion oftourist packages towards Italy and direct mailing actions;

• with Jau Travel, among Korea’s ten most important Tos:presentation of the wine-gastronomic product, supported

by adverts on the operator’s site and directmailing actions; • with SMI International, specialized in the

organization of big events: on theoccasion of the musical Pinocchio, ENIThad an info point in the theatre foyer andan advertising campaign was carried outon press and television;

ENIT was able to participate in manyevents: • during the Italian Festival at the Daebaek

department store, ENIT organized anexhibition of its vintage posters;

• on occasion of the exhibition Roma-Seoul-Roma, organized by the LazioRegion in collaboration with ENIT, a pressconference for 20 journalists and 35operators was held to present the richtourist and cultural offer of the region;

• at the Daegu Travel Mart (operators’meeting organized by Antor Korea,Association of National Tourist OfficeRepresentatives in Korea), ENIT met the

CHINA INDIA SOUTH KOREA

Information dispatched 130.000 55.162 916Pamphlets distributed 19.000 22.290 1.140Posters distributed 500 400 5Photos and audiovisual materials distributed 550 400 100Show windows and bill-posting 9 3.520 -Press conferences 4 1 2Interviews 7 11 -Press releases 5 11 12Newsletters 4 - 13P.R. (journalists, operators and opinion leaders met) 287 710 494Foreign journalists assisted 30 25 39Foreign operators assisted 65 87 50Ad hoc initiatives (presentations, events, evenings, festivals, other) 1 4 7Marketing support (seminars and workshops) 14 11 9Marketing support (foreign operators involved) 1.709 731 495Operators involved in co-marketing efforts 3 6 2Articles resulting from ENIT’s efforts 47 34 91

Online ad in co-marketing with JAU Tour operator,Korea


515 The incoming markets


tourist operators and distributed info materials;

ENIT attended the HANA Travel Mart, important B2B event,with its own stand; meetings with 65 operators took placein order to consolidate Italy destination’s presence in thecatalogues.

ENIT also cooperated, with the Lazio Region and the Provinceof Rome, to the organization of the workshop Rome andArt Cities of Italy, attended by 180 Italian and Koreanoperators.

In order to support the commercialisation, some educationaland press trips have been organized in collaboration withthe Italian local authorities, among which the educationaltrip organized by the Lazio Region and the one held at LakeComo and Lake Iseo.There were many B2B initiatives in support of marketing,including:• presentation of the most interesting itineraries in Italy in

collaboration with TO Gulliver Korea;• presentation of the Italian wine offer and of the related

territories at the restaurant Palazzo Due in Seoul;• presentation of the Italian wine and gastronomy; • Seminar “Fuori città” dedicated to active and sporting

tourism;• Seminar focused on the entire Italian offer in Busan (second

important city), followed by individual meetings with theoperators;

• Seminar “Storia d’Italia” at the business centre SommersetPalace in Seoul presenting the most important aspects ofthe Italian history and culture; it was attended by manyoperators, who said they were interested in arrangingthematic tourist packages;

• Training seminar in Seoul, attended by almost 120operators and 35 journalists from the tourist sector,presenting the Italian lifestyle: Italian culture and wine andgastronomy, minor Italy territories off the usual route.

5. The incomingmarkets5

5.1 EUROPE

The European market is confirmed as the hard core of Italy’sincoming with 74% of the international arrivals in Italy (ISTATdata, 2008).

THE GERMAN AREA

Germany

The international economic crisis of 2008 increased in 2009and also Germany among the first economies of the world,underwent an evident slow down of the economy (GDP -5%).This trend undoubtedly influenced the German tourist marketthat, though confirmed as the world first outgoing market,experienced a significant uphold of its growth; whereas thedomestic tourism is on an upward trend. According to the study RA Reiseanalyse 2009 of the F.U.R.Institute of Kiel, for 2009 Italy is confirmed, after Spain, asthe second favourite destination.For that concerning the traffic of the German airports towardsItaly, a decrease of passengers was registered equal to 6.2%compared to the same period of the previous year (January-August) but with an increase in the month of August (theonly country in Europe).For that which concerns the expenditure for journeys, inthe period from January-October the tourist expendituretowards Italy registered a slight increase.The trend of booking in 2009 among the German tourist


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operators registered some contradictory positions. Generallythe sector of car journeys, which involves all North andCentral Italy, gave satisfactory results whereas the journeysby plane - which interest mainly Southern Italy – registereda decline.The classic destinations of Lake Garda, Lake Como and LakeMaggiore together with the upper Adriatic (Veneto and Friulicoast) registered a strong increase. The Romagna and Marchecoasts have also registered an increase in bookings. Whereasfor that which concerns the summer mountain offer, withAlto Adige and Trentino heading the list, an increase inbookings was registered, in line with the already positivebudget of the previous year. A reasonable increase ofbookings was reported in Tuscany, whereas in Liguria thetrend registered instead a loss.In the South, Sicily, the region in which the tourist operatorshave large areas booked, saw a considerable decrease inthe bookings due to the cancelling of numerous packageson charter flights, this forced the airlines to re-examine theplan of the routes and to cancel some flights. The onlyexception being Campania that, after the unfortunate 2008tied to the crisis of the rubbish disposal, registered a bettertrend, however not yet defined as satisfactory by theoperators. The cities of art segment represents a subject apart, beingincluded in different catalogues not those of car or planejourneys; and even though they registered a positive trendcompared to 2008 the recovery of the demand was notstrong.

AustriaAustria as well, due to the financial crisis and the slowingdown of international economy underwent as well a

reduction of the GDP equal to 3.6%, together with a negativetrend of inflation, internal consumption and exportations.Referring to the tourist market, journeys abroad saw a positivetrend even though a clear preference for near destinations,with a major attention to the quality/price ratio and to theoffers of all-inclusive packages, did not favoured longer rangejourneys.The Italy destination benefited from this situation, maintainingits position as one of the favourite destinations of the Austriantourists together with Germany; the major T.O. (Eurotours,Terra Reisen, Selective Reisen, Prima Reisen, Gruber Reisen,Christophorus Reisen, High Life Reisen, Idealtours) alsoconfirmed a good demand for journeys and holidays duringthe year. In particular, Veneto, Friuli, Trentino, Adriatic Coastand the Northern Lakes were the most demanded resortsbeing easily reached by car, but also the South (Sicily, Sardinia,Calabria, Campania) had a significant demand.

SwitzerlandIn 2009 the Swiss economy registered a loss of GDP equalto 1.5%; exportations, internal market and domesticconsumption suffered a slow down.Notwithstanding the economic situation, the indicatorsrelated to the outgoing traffic and tourist expenditure abroadaffirm that Switzerland maintains its strong inclination totravelling, supported above all by a high possibility ofspending with a superior capacity to the European average,and favoured by a convenient exchange of the Swiss Frankand by high wages and salaries.Italy is confirmed among the main European destinationsvisited; cities of art, lakes, mountains, spas and wine andfood products being the most sought after. The northernregions along with Tuscany, Lazio, Campania and Sicilyrepresent the most frequented places.

CENTRAL AND NORTH EUROPE

United Kingdom and IrelandThe strong recession that has hit the United Kingdom broughtabout a 4.9% decline of the GDP. In consideration of the difficult economic situation and ofthe strong fall of the Sterling, that has reduced considerablythe capacity of spending of the British, the tourist sector alsohad a difficult year: the provisional data of the British NationalStatistics Office show a loss of tourists towards foreign areas(-13.3% in the first nine months of 2009).Italy remains in its fifth position after Spain, Ireland, France,and USA as a chosen destination even though in thepresence of a decline of tourists towards our country.Overall, seaside holidays and city breaks are confirmed as

Flyer made for the Montreaux Jazz Festival, Switzerland




the tourist products most sought after; although alsoemerging with good prospects of growing are mountainsand lakes, cruises, spas and active holidays close to thenature. In constant increase the interest of wine andgastronomy tourism, as a specific motivation or togetherwith other motivations tied for example to naturalistic andcultural aspects.

In the context of the global crisis of economy and worldwidefinance, Ireland had to cope with a deep phase of recessionthat brought about a 7.1% reduction of the GDP. According to the report of the Central Statistics Office (CSO)a decrease of the departures (-4.1% of international journeysin the period July 2008-June 2009) was registered in theoutgoing segment of tourism.The image of Italy as a tourist destination is well rooted inthe Irish population even though during 2009, in line withthe trend of other destinations, a decrease of the Irish arrivalswas registered.Our country is first of all considered a cultural and religiousdestination: the major cities of art are the most requested byorganized groups, Rome being at the top of the list. The lakeand seaside holidays are also requested.

BelgiumThe worldwide economic crisis did not spare Belgium that,in 2009, registered a 3.0% reduction of the GDP.The data published by ABTO (Belgium Association of TourOperators) show for the summer season, traditionally themost important, a contraction of the sales of Italy equal to2.4%. However, such a reduction appears containedconsidering the economic circumstances that have reducedthe journeys abroad of the Belgians.Sea, snow and cities of art are confirmed as the majortourist products requested by the Belgian clients for holidaysto Italy; as for other European markets, also in Belgium, in

2009, journeys by car were privileged compared to tripsby plane.

NetherlandsThe contraction of the GDP (-4.0%) accompanied by a lossof production, exportation and investments was significantalso in the Netherlands.Italy was confirmed among the favourite destinations, butin line with the general trend, registered a decrease of arrivals,in particular journeys by plane whereas journeys by coachor by car maintained the previous level.The main motivations for a holiday in Italy are tied to thecities of art, sea, lakes and mountains followed by shopping,wellness, and business. The interest towards small andmedium sized towns and the old villages, destinations forholidays of relax and the discovery of the surroundingterritory, is in constant growth. There is also a growing interesttowards sustainable development and a strong sensitivitytowards the environment issue, which weighs heavily onthe choice of the destination and accommodation.

SwedenThe Swedish economy, seriously hit by the financial crisis in2008, also in 2009 had a negative trend and registered a4.4% reduction of the GDP.The Swedish market, even though of medium dimensions,results rich, mature, competent and with a high capacity ofexpenditure; in the last years it has also been characterisedby a positive trend of outgoing tourism. During 2009however the international journeys underwent an abrupthalt.The most widespread motivations for holidays are those tiedto the sea, relax, escape, while cultural interests appear moremarginal with the exception of destinations like Italy, whichhas a strong artistic and cultural connotation. The Italianresorts seem also more appreciated for conferences and

Logos of the TV involved in the campaign “Italia. Much More”, UK


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incentive journeys. The snow segment with the inclusion inthe catalogues of many new mountain resorts also saw apositive trend.

DenmarkDenmark was one of the first countries to enter into recessionbecause of the property market crisis and because of thegrowth of unemployment; in 2009 the GDP diminished by5.1%.Italy is among the first choices of the Danes together withSpain and France; seaside resorts and cities of art areconfirmed as favourite destinations. Our lake resorts, betweenhills and mountains, maintain a lively attraction; they areideal not only for relaxing holidays, but also as part ofitineraries aiming to discover the territory.

FranceAs a consequence of the unfortunate economic situation(2009 GDP trend equal to 2.2%), the French outgoingtourism registered a steady slowdown: during the year atendency to low cost travelling, for shorter periods andtowards closer destinations was established.The CETO (Tour Operators Study Circle) data estimate a 7%reduction of tourist flows driven by TOs and travel agencies. Italy is confirmed as an important destination, second onlyto Spain and first for the sales of complete packages by theT.O.’s; the major part of tourism from France to Italy isindividual tourism. Together with the art towns, themountains and wine and gastronomy sectors represent thefavourite products.

Iberian Peninsula - Spain and PortugalSpain also underwent the effects of the world crisis and theGDP registered a reduction of 3.6%.Notwithstanding the difficult economic situation the data ofTurespaña indicate for the first half of 2009 an increase of8.2% in the number of Spanish tourists abroad.The data of the T.O. are very unstable, however, the majorcities of art are confirmed as the most requested destinations(Rome, Florence, Venice, Milan and Naples); cultural andreligious tourism, mountains, spas and cruises are the touristfavourite products. The Italy brand is well positioned: culture, gastronomy, climateand charm are all elements of major attraction.Spain is characterised by the growing popularity of “couchsurfing” (exchanging houses between privates) that allowssaving on the accommodation.

PortugalPortugal, in line with the international economic situation,registered a reduction of the GDP of 2.7% in 2009.On the tourism front, the data published by the Banco de

Portugal show a contraction of the budget of Portuguesetourists abroad in 2009 (in the month of August it reducedby16%).Cities of art and resorts of religious tourism were confirmedas favourite destinations; there is also a steady growth ofinterest towards the mountain and ski products.

EAST EUROPE

RussiaThe international economic crisis strongly hit Russia whosenational system of production is tied to the production ofnatural resources and is rarely diversified; the GDP registereda reduction of 7.9% in 2009.On the front of foreign travel, after years of steady growth,in 2009 a sharp uphold was registered and all the foreigndestinations registered falls.Italy is however confirmed among the favourite destinationsof Russian tourists; cities of art and sea represent the majorrequest, with a growing interest towards resorts of SouthernItaly and the islands. The request for the winter mountainoption is high.

PolandThe economic growth that has characterised Poland in thelast years continued also in 2009 despite the unfavourableinternational situation, and the GDP registered a +1.7%.The 2009 tourist season appeared satisfactory according tothe tour operators that sell Italy; our country is confirmed asa favourite destination for Polish tourists but there is a constantincrease of the competition of other destinations that havea better quality/price ratio (Tunisia, Turkey, Egypt). Sea, cities

Postering campaign in co-marketing with Wizz Air, Poland




of art and winter mountains are the most requested products.

Czech RepublicThe contraction of the foreign demand due to theinternational economic crisis influenced negatively theeconomy of the Czech Republic determining a 4.3%reduction of the GDP.This situation caused repercussions on foreign tourism:according to the local institute of statistics in the first semester2009 the journeys abroad registered a reduction by 17.5%whereas domestic tourism is increasing.Italy too, although being confirmed among the favouritedestinations, saw a diminution in the arrivals. Sea, mountainand cities of art are the most requested products.

HungaryHungary in 2009, notwithstanding the enormous effort ofthe Government to improve the macroeconomic and fiscaldisproportions, underwent a strong reduction of the GDPequal to 6.3%.Such a situation caused repercussions on outgoing tourism:in the first nine months of the year journeys with overnightstays diminished by 7% and the tourist budget registered a4% contraction.On the sales front Italy too registered a reduction; in particularorganised tourism suffered while self organised tourism partlyheld on, thanks to the growing internet offer.Sea and cities of art are the most sought after tourist products;most Hungarian tourism is concentrated in North Italy, dueto its proximity and the easy connections.

5.2 AMERICA

USA and CanadaThe financial crisis that overwhelmed the USA in 2008 alsobrought about a decrement of the American economy in2009 (-2.4% of the GDP).The inevitable incidence of such an economic situation onthe tourist consumptions determined a reduction of journeystowards Europe.Italy remains however a favourite destination of the Americanmarket, that in the last years has seen a constant growth oftourist flows, above all in the high expenditure sector of theAmerican population.The major cities of art – Rome, Florence and Venice –continue to be the favourite destinations but interest is alsogrowing for the minor realities tied to the Italian lifestyle.Wine and gastronomy and wellness are products alwayspresent in the operators’ catalogues and are always requestedby the customers.

The Canadian economy also underwent a reduction of theGDP (-2.6%).Despite this, the sector of foreign journeys maintained areasonable performance; the priority factor in the choice ofa destination for mature tourist consumers remains theattention to the quality/price ratio, which unites theinclinations of the North American consumer with thenecessities of quality of a multi-ethnic community and amainly European culture. The Italian Lifestyle is confirmed as an element of strongappeal to the Canadian market; the growing interest towardsminor and less known destinations is reinforced, togetherwith the best Italian tradition such as wine and gastronomy,fashion, design, motors, culture and handicrafts.

BrazilIn 2009, after years of strong expansion, Brazil registered agrowth reduction of GDP equal to 0.2%.Outgoing tourism also decreased, in particular in the firsthalf of the year, whereas in the second half a modestrecovery was recorded.For that which concerns Italy, it remains an appreciateddestination, and cultural tourism is confirmed as the firstmotivation. Together with the major cities of art, the regionsof Sicily, Sardinia and Campania (especially the Amalfi Coast)are greatly requested.

ArgentinaArgentina’s economy, in 2009, underwent a 0.9% reductionof GDP after years of steady expansion following the deepcrisis of 2001-2002.According to the data of the Argentine Tourist Secretary,during the first semester of 2009, the number of Argentiniantourists abroad increased by 7.3% compared with the sameperiod of 2008; however a drop was registered in thenumber of Argentine tourists towards Europe. These datareflect the negative period of the world economy, the spreadof the influenza A(H1N1), the strength of the Euro comparedto the Dollar and the increase in the number of touriststowards Uruguay and Chile.Within the European countries, Italy occupies a goodposition, thanks to the numerous Italo-Argentine communities;the major cities of art, the smaller towns and the most famousresorts of Southern Italy being the most frequented.

5.3 ASIA AND OCEANIA

JapanThe Japanese economy, which entered a recessive phase


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during the third quarter of 2008, showed in 2009 a stilldifficult situation that eased in the second half of the year;the GDP diminished by 5.2%.The economic crisis together with the alarm for a pandemicinfluenza A(H1N1), undoubtedly slowed down the outgoingtourist flows; only towards the end of the year the touristoperators reported a weak recovery.Japanese outgoing tourism is orientated mainly towards theAsian and Pacific destinations; in Europe, Italy is howeverconfirmed as the first tourist destination. The main touristdestinations in Italy are essentially the major cities of art ofthe so called Golden Route (Milan, Venice, Florence, Rome,Naples), followed by wine and gastronomy tours above allin Piedmont, Tuscany, Emilia Romagna, Lombardy and byshopping for the main Italian brands of international fame.

ChinaNotwithstanding the international crisis, the economic growthof China is still very high; the GDP increased by 8.7% during2009. In 2010 China, maintaining such levels of growth,could become the second economy in the world behindthe USA.In 2009, the Chinese outbound tourism suffered a blow toits rate of development, even though the circumstanceshould be considered an economic and not a structuralphenomenon. The data of CNTA- China National TouristAdministration point out how the outgoing tourist movementstrengthened, compared both to the leader destination

(Hong Kong and Macao) and generally to the other SouthEast Asian destinations; the other destinations, in particularthe European ones, had reduced rates of growth. There isa significant expansion of individual tourism.Italy, like the other European destinations, constitutes oneof the favourites among the long haul destinations. Chinesetourists are particularly interested in cultural tourism and infact Italy, as a single destination, is represented in thecatalogues by the three major cities of art (Rome, Florenceand Venice) and by the offer of Naples combined withPompei. Wide range tours also exist, for example combingVenice with a tour of Sicily; Milan is also included, and visitsto Florence and all of Tuscany. The interest of the operatorsthat already sell Italy is growing towards enriching thepackages proposed by including minor destinations not yetvisited.

South KoreaKorea succeeded in containing the effects of the internationaleconomic crisis and in 2009 registered a growth of the GDP(+0.2%). Notwithstanding this, in 2009 the outgoing tourism suffereda reduction; the operators forecast a slow recovery.In Europe, Italy maintains a positive trend with the Koreantourists thanks to its culture, art and fashion, becoming anobligated stop off in the journeys towards the Westerncountries. The Korean tourists concentrate their visits nearly exclusively

Hospitality Truck, USA




in the large tourist centres like Rome, Florence, Venice, andMilan. This tendency is due to some characteristics peculiarto Korea that lives a phase of development similar to that ofJapan in the Eighties: the tourists have only a few daysholiday a year and so prefer concentrating the visit in a periodof one/two weeks, dedicating only a few days to each stop.

IndiaThe Indian economy in 2009 confirmed the positive trendthat has characterised it in the last few years and even in theunfavourable international context it registered an increaseof the GDP (+5.7%).Indian tourism abroad grows constantly thanks to the majorwealth and capacity of purchase.In Europe, Italy ranks among the first destinations (after theUK, together with France and Switzerland); the operatorsselling Italy point out that our country is one of the favouritedestinations of the Indian tourists thanks to the hospitalityand the welcome received, the cultural and artistic heritage,and the appreciation of Italian wine and gastronomy.A visit to the cities of art and shopping remain the mainmotivations of Indian tourists’ choices. Recently, productssuch as wine and gastronomy, adventure tourism, cruisesand skiing holidays have become more popular especially

among younger people.The MICE segment, in constant and steady growth, willconstitute the major area of growth for the future, thanksto the growing trade relations and to the investmentsbetween India and the rest of the world. About a third ofbusiness journeys include a pleasure component.

Australia and New ZealandIn 2009 Australia registered a growth of the GDP of 1.3%demonstrating a good tenure notwithstanding theunfavourable economic situation.The depreciation of the Australian dollar compared to theEuro slowed down tourism towards Europe, in particular atthe beginning of the year that represents the crucial periodof the sales, because the new catalogues are published andthe airlines carry out an intense promotional campaign calledEarly Birds.Italy remains however a favourite destination; the majorrequest being for Lazio, Tuscany, Veneto, Campania, Liguria,Sicily and Umbria.

New Zealand registered a reduction of the GDP (-1.6%.)The inclination to travel of the New Zealanders in the latestyears has undergone a constant increase; in the course of

Poster of the musical “Pinocchio”, Korea


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2009, however, the departures towards foreign countriesand towards Italy dropped (Statistics New Zealand data).The main tourist attractions of our country are Rome, Venice,Tuscany, Lombardy, the Cinque Terre, the Amalfi Coast andSicily; cities of art, nature, sea and wine and gastronomy aremostly in demand.

6. Information Technology

The information technology structure of ENIT, recentlyreorganised, has carried on along the path of rationalisationand consolidation started with the investments of the previousyears; these permitted the reorganization of the entirearchitecture of the system and the creation of a corporateinternational network. Together with the strengthening ofthe central information system and its connection to theperipheral system, 2009 saw the opening up to the foreignnetwork of fundamental services like the electronic mail andthe intensification of the support activities together with theassistance “help desk” to all the peripheral offices.The model that is consolidated contemplates the central roleof the head office of Rome, both in the distribution of theconnectivity and of the basic information technology, as wellas in the definition of the guidelines for the development ofthe peripheral systems, all however respecting themanagement autonomy of the infrastructures.Having pinpointed the critical nucleus of the central servicesand the model of integration with the foreign network, it ispossible to proceed to increment and enhance the efficiencyand cohesion of such services, with the intent to reach abalance between performance requisites and themaintenance expenses. The new topology of the networkand the new architecture of the system have created thebases to the opening up to the foreign offices also of theprincipal application services, until now available only to thepersonnel of the head office, with the prospective of a betterintegrative organisation and a general advantage in theflows of work between the central office and the foreignoffices. The new internal Web platform, developed with toolsalready available to the Administration, is the collecting pointof all the accessible services of the company offeringpersonalized cooperation for every need tied to projects,specific activities and work groups, and is available to all thepersonnel independently of their geographical position.The elaboration centre of the headquarter in Rome hasbenefited from an essential level of maintenance andupdating interventions, so as the headquarter local network,

that has migrated from wireless technology to wiredtechnology, and the foreign network, that has beendeveloped in terms of transmission capacity, in the meantimeworking on the development of suitable solutions in orderto obtain the major benefit from the existent infrastructuresand to spread further, both in the central and foreign offices,the use of the available tools. In the same way, by means ofsystems already acquired by the Administration in previousyears, new solutions for that which concerns support tomobility have been developed and the system of videocommunications has been extended with functionalitiesavailable via Web.

NOTE5 Economic and tourist data, were taken from Country Focus edited by

ENIT- Italian State Tourist Board, in collaboration with the diplomaticand consular network of the Foreign Office, from the Monitoring of theforeign markets of ENIT and from the IMF “World Economic Outlook-April 2010


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ENIT - Italian State Tourist BoardHeadquarter - Via Marghera 2/6 - 00185 Rome

PresidentMatteo Marzotto

Director GeneralPaolo Rubini

MarketingHead Office Planning and CommunicationMarina Cencioni

Head Office Promotion, Sales support and “Club di prodotto”Marco Bruschini

Head Office Activity Organization, Planning, Control and DevelopmentFernando Zitelli Conti

AdministrationHead Office Human Resources Management and DevelopmentMassimo Bartolucci

Head Office Finance, Accounting and BudgetSalvatore Costanzo

Head Office Information Technology and General AffairsAutilia Zeccato

Offices27 Offices Abroad - 24 Countries

Organizational Chart


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ARGENTINABUENOS AIRESOrganismo Oficial Italiano para el TurismoManager: Mario LucchesiAv. Cordoba, 345C1054AAC Buenos Aires ArgentinaTel. 005411-43128556Fax [email protected]

AUSTRALIASIDNEYItalian Government Tourist OfficeManager: Vincenzo LuongoPO Box Q802 – QVB NSW 1230Level 4, 46 Market StreetSidney NSW 2000Tel. 00612-92621666Fax [email protected]

AUSTRIAVIENNAItalienische Zentrale für TourismusENITManager: Gaetano ManzoKärntnerring, 4A-1010 WienTel. 00431-5051639Fax [email protected]

BELGIUMBRUXELLESAgence National Italienne pour leTourisme - Italiaanse Nationale Dienstvoor ToerismeArea Manager ad interim: FernandoZitelli ContiAvenue Louise, 176 Louizalaan1050 BruxellesTel. 00322-6471741Fax [email protected]

BRAZILSAN PAOLOENIT Observatory c/o Italo-BrazilianChamber of Commerce Av. Sao Luis, 50 – CJ. 202 – B EdificioItaliaCEP 01046 – 926 - São Paulo-SP-BrasilTel. 005511-21892740Fax [email protected]

CANADATORONTOItalian Government Tourist BoardAgence Nationale Italienne pour leTourismeArea Manager: Riccardo Strano175 Bloor Street East South Tower - Suite 907 M4W 3R8 Toronto (Ontario)Tel. 001416-9254882Fax [email protected]

CHINABEIJINGItalian Government Tourist BoardArea Manager: Carlo AntonioColaneriUnit 2606 – 2607, Full Tower9, Dong San Huan, Zhong LuChaoyang District, Beijing Zip100020Tel. 0086-10-85910545 int. 610Fax [email protected]

KOREASEOULENIT Observatory c/o ICE – Italian Trade CommissionSeoul23 RD Floor Myongji Bldg. 135Seosomoon – Dong Chung-KuSeoul 100-737 - KoreaTel. 0082-2-7758806Fax [email protected]

UAESharjah-DubaiENIT Observatory c/o Italian Chamber of Commerce inthe Arab Emirates Suite No.903, 9th Floor, Al BathaTower Buhaira Corniche, P.O. Box 48558 –Sharjah, UAETel. [email protected]

FRANCEPARISOffice National Italien de TourismeArea Manager: Domenico Di Salvo23 Rue de la Paix75002 ParisTel. 00331-42668221Fax [email protected]

GERMANYFRANKFURTItalienische Zentrale für TourismusENITArea Manager: Marco MontiniBarckhausstr. 10, 60325 Frankfurt, Tel. 0049-69-237069 [email protected]

MUNICHItalienische Zentrale für TourismusENITManager: Leonardo CampanelliPrinzregentenstr. 22D-80538 MünchenTel. 004989-531317Fax [email protected]

JAPANTOKYOItaria Seifu Kanko KyokuItalian Government Tourist BoardArea Manager: Enrico Martini2-7-14, Minami Aoyama, Minato-KuTokyo 107-0062 Tel. 0081-3-34782051/2/3Fax [email protected]

GREAT BRITAINLONDONItalian State Tourist BoardArea Manager: Valerio Scoyni1, Princes StreetW1B 2AY LondonTel. 004420-74081254Fax [email protected]

INDIAMUMBAYENIT Observatory c/o The Indo-Italian Chamber ofCommerce and Industry502, Bengal Chemicals CompoundVeer Savarkar Marg, Prabhadevi400025 MumbayTel. 009122-24368186Fax [email protected]

NETHERLANDSAMSTERDAMItaliaans Bureau voor ToerismeManager: Edoardo FrancatiStadhouderskade 21054 ES AmsterdamTel. 003120-6168246Fax [email protected]

POLANDWARSAW ENIT Observatory c/o Italian-Polish Chamber ofCommerce and IndustryUl. Nowy Swiat 3900-029 WarszawaTel. 0048-22-8263488Fax [email protected]

PORTUGALLISBONENIT Observatory c/o Italian Chamber of Commerce inPortugal Avenida 5 de Outubro, 951050 – 051 LisboaTel. 00351-21-7935513Fax [email protected]

CZECH REPUBLICPRAGUEENIT Observatory c/o Italian-Czech Chamber ofCommerce and IndustryCermàkova, 7 – 12000 PragueTel. 00420-222-523572Fax [email protected]

RUSSIAMOSCOWItalian Government Tourist Board(ENIT)Area Manager: Carlo BiraschiPetroverigskiy per.2 blv. 2101000, MoscowTel. 007-4954116650/1Fax [email protected]

SPAINMADRIDOrganismo Oficial Italiano para el TurismoArea Manager ad interim: MarcoBruschiniPaseo de la Castellana, 149 7° izdaEdificio Gorbea 2 - 28046 MadridTel. 0034-91-5670670Fax [email protected]

SWEDEN STOCKHOLMItalienska Statens TuristbyràManager: Massimo MontaruliHamngatan 13, 5 tr Box 14040 SE14040 - Stockholm Tel. 00468-5456830Fax [email protected]

SWITZERLANDZURICHItalienische Zentrale für TourismusENITManager: Chiara CigoliniUraniastr. 32CH 8001 ZurichTel. 0041-434664040Fax [email protected]

HUNGARYBUDAPESTENIT Observatory c/o Italian Chamber of Commerce inHungaryVàci utca, 81 – 1056 BudapestTel. 0036-13280830Fax [email protected]

USACHICAGOItalian Government Tourist BoardArea Manager: Riccardo Strano500, North Michigan AvenueSuite 2240Chicago IL 60611Tel. 001312-6440996-6440990Fax [email protected]

LOS ANGELESItalian Government Tourist BoardManager: Pompilio Fabrizi12400, Wilshire Blvd.Suite 550Los Angeles CA 90025Tel. 001310-8201898Fax [email protected]

NEW YORKItalian Government Tourist BoardArea Manager: Riccardo Strano630, Fifth AvenueSuite 1565New York NY 10111Tel. 001-212-2455618/5027Fax [email protected]

ENIT Offices Abroad

LAST REVISION 14/7/2010


Documents

Italian State Tourist Board - ontit.it · the tourism sector. Globally, according to the WTO, the flows diminished by 4.3 per cent. Therefore our country’s performance is all the