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Tourism in Italian regions:Tourism in Italian regions:performance and potentialitiesperformance and potentialities
G. G. Ortolani A. Alivernini L. BuldoriniG. G. Ortolani A. Alivernini L. Buldorini
77th th INTERNATIONAL FORUM ON INTERNATIONAL FORUM ON TOURISM STATISTICSTOURISM STATISTICS
StockholmStockholm 9-11 June 2004 9-11 June 2004
http://www.uic.it
http://www.uic.it
Main features of Italy’s internal Main features of Italy’s internal tourism expenditure patternstourism expenditure patterns
Presented by Andrea ALIVERNINIPresented by Andrea ALIVERNINI
ObjectivesObjectives of the paper of the paper
Assessment of the potential tourism attractiveness of Italian regions
Assessment of regional capability to capture tourism expenditure
Hints on the potential regional economic development that could be gained through an optimal exploitation of tourism resources
Contraints of local human resources
1 2
Data sources (2002) Data sources (2002)
UIC
Border survey on Italy’s Border survey on Italy’s international tourisminternational tourism
Inbound expenditure, number of Inbound expenditure, number of travellers and nights spent travellers and nights spent disaggregated by regiondisaggregated by region
ISTAT
Household telephone survey Household telephone survey on “Trips and vacations”on “Trips and vacations”
number of travellers and nights number of travellers and nights spent by domestic travellers, spent by domestic travellers, disaggregate by regiondisaggregate by region
same-day travellers and commuters are excludedsame-day travellers and commuters are excluded
An An original procedureoriginal procedure - based on the merging of the two - based on the merging of the two available sources - has been worked out in order to estimate available sources - has been worked out in order to estimate
the the domestic expendituredomestic expenditure that is not (yet) published by ISTAT that is not (yet) published by ISTAT
Estimation of Italy’s internal tourism expenditureEstimation of Italy’s internal tourism expenditure1. The estimation of the domestic expenditure1. The estimation of the domestic expenditure
N. of domestic night stays (ISTAT data) X
average per night expenditure of euro euro areaarea travellers in Italy (UIC data)
=Domestic
expenditure
in Italy
Assumption:Assumption:The average per night expenditure of euro area travellers in The average per night expenditure of euro area travellers in Italy is equal to that of domestic travellers Italy is equal to that of domestic travellers
EXPENDITURE IN TOP REGIONS (mln. euro)
ToscanaToscana 6,5596,559Lazio 6,431Veneto 6,348Lombardia 6,197Emilia-Romagna 4,196
Estimation of Italy’s internal tourism expenditureEstimation of Italy’s internal tourism expenditure2. The final results2. The final results
Italy’s total internal tourism Italy’s total internal tourism expenditure:expenditure: 55,095 mln. €55,095 mln. €domestic expenditure:domestic expenditure: 30,327 mln. €30,327 mln. €inbound expenditure:inbound expenditure: 24,768 mln. €24,768 mln. €
Internal expenditure
=Domestic expenditure +
Inbound expenditure
Internal expenditure3,000
DOMESTICINCOMING
Internal tourism night stays Internal tourism night stays
Internal tourism - number of night Internal tourism - number of night stays:stays: 887,754,000 887,754,000 domestic tourism:domestic tourism: 555,798,000555,798,000inbound tourism:inbound tourism: 331,956,000331,956,000
Number of night stays20,000
DOMESTIC
INCOMING
SourcesUIC (inbound tourism)ISTAT (domestic tourism)
Number of night stays (x1000)
North-West 169,639North-East 222,768Centre 207,464South and IslesSouth and Isles 287,883287,883
Purpose of travelPurpose of travel
Italy’s total internal tourism Italy’s total internal tourism expenditure:expenditure: 55,095 mln. €55,095 mln. €personal reasons:personal reasons: 44,706 “ “44,706 “ “business reasons:business reasons: 10,38910,389 “ ““ “
53 56 5343 49
127110
136
108121
59 61 6246
55
0
50
100
150
NO
RTH
-WE
ST
NO
RTH
-EA
ST
CE
NTR
E
SO
UTH
AN
D IS
LES
ITA
LY
personalbusinessglobal
Daily per-capita expenditure (euro)
expenditure (mln. €)4,000
Personal reasonsBusiness reason
AccommodationAccommodation
Italy’s overall daily per-capita Italy’s overall daily per-capita expenditure:expenditure: 55 € 55 €
in hotel:in hotel: 107 €107 €in other accommodation:in other accommodation: 38 € 38 €
Nights stays in hotel
19%20%
23%38%
NORTH-WESTNORTH-EASTCENTRESOUTH AND ISLES
Nights stays in other accommodation 19%
20%
24%
37%
Nights stays - global19%
25%
23%
33%
Daily per-capita expenditure
50
hotelotherglobal
First considerationsFirst considerations
DomesticDomestic tourism is concentrated in tourism is concentrated in SouthernSouthern regions, while regions, while inboundinbound tourism tends to address tourism tends to address CentreCentre and and North-EastNorth-East regions. The capability to attract tourism expenditure regions. The capability to attract tourism expenditure mainly mainly dependsdepends on some on some fundamental featuresfundamental features of the travellers, e.g.: of the travellers, e.g.:
InboundBusiness
Hotel
Higher level of daily per-capita
expenditure
Tourism attractiveness of Italian regionsTourism attractiveness of Italian regions
Is the level of tourism expenditure adequate to the attractiveness of the region ?
Does the region exploit efficiently its tourist potentiality ?
The concept of “attractiveness” in this paper refers to the pure pure tourist potentialitytourist potentiality of the region (intrinsic qualities of the
region), without considering the presence of adequate tourism infrastructure or promotion activities.
Tourism attractiveness of Italian regionsTourism attractiveness of Italian regions
Measuring tourism attractiveness tourism attractiveness is somewhat subjective.
However, an attempt has been made analysing the reasons of the trip and using useful indicators developed by Touring Club Italiano.
2002 UIC data on inbound tourism in Italy indicated that travellers’ expenditure was connected with the following aspects (reasons):
• 33% cultural• 27% environmental• 5% social• 15% visits to friends and relatives• 20% business
• Cultural. Based on the inventory of art and cultural assets weighted by their importance (TCI).• Environmental. Based on indices assessing the quality of the environment (TCI and UIC).• Social. Based on the offer of social activities and events (TCI).• Regions’ total population. Neutral assumption on visits which are supposed to be in relation with the number of people living in the region.• Regions’ GDP in services. The level of economic activity in services is assumed to be the main trigger of business trips.
Tourism attractiveness of Italian regionsTourism attractiveness of Italian regions
As people travel for different reasons, they are attracted by different features of the destination. Depending on the reasons of the trip different attractiveness indicatorsattractiveness indicators have been used.
Tourism attractiveness of Italian regionsTourism attractiveness of Italian regions
The overall indicatorIt is obtained weighting the five attractiveness
indicators with the shares of each type of tourism in total inbound expenditure in 2002
56
14
42
99
26
74
29
6782
47 40
103
2811
7555
1730
70
35
0
20
40
60
80
100
120
PIEM
ON
TE
VAL
D'A
OST
A
LIG
UR
IA
LOM
BAR
DIA
TREN
TIN
O
VEN
ETO
FRIU
LI
EMIL
IA
TOSC
ANA
UM
BRIA
MAR
CH
E
LAZI
O
ABR
UZZ
I
MO
LISE
CAM
PAN
IA
PUG
LIA
BASI
LIC
ATA
CAL
ABR
IA
SIC
ILIA
SAR
DEG
NA
Attr
activ
enes
s po
ints
Italy = 1000
Tourism attractiveness of Italian regionsTourism attractiveness of Italian regions
The degree of exploitation of tourism potential
It is obtained as the ratio between the internal tourism expenditure and the attractiveness of the region
36.5
49
64.962.5
95.4
86.1
47.5
62.7
79.8
19
28.6
62.2
38.2
8.8
39.240.9
16.8
52.448.6
69.2
55.1
0
25
50
75
100
Eu
ro m
illio
ns
per
att
ract
iven
ess
po
int
PIE
MO
NT
E
VA
L D
'AO
ST
A
LIG
UR
IA
LO
MB
AR
DIA
TR
EN
TIN
O
VE
NE
TO
FR
IUL
I
EM
ILIA
TO
SC
AN
A
UM
BR
IA
MA
RC
HE
LA
ZIO
AB
RU
ZZ
I
MO
LIS
E
CA
MP
AN
IA
PU
GL
IA
BA
SIL
ICA
TA
CA
LA
BR
IA
SIC
ILIA
SA
RD
EG
NA
ITA
LY
Tourism attractiveness of Italian regionsTourism attractiveness of Italian regions
Relationship between degree of exploitation of tourism potential and economic development of the regions
Campania
Puglia
Sicilia
Calabria
Basilicata
MoliseAbruzzi
Umbria Marche
Piemonte
Friuli V.G.
Valle d'A.
Sardegna
Liguria
Lazio
Lombardia
Emilia R.
Toscana
Veneto
Trentino A.A.
10.000
12.000
14.000
16.000
18.000
20.000
22.000
24.000
26.000
28.000
0 20 40 60 80 100 120
Degree of exploitation of tourism potential - euro millions per attractiveness point
Per-
cap
ita G
DP
- e
uro
Regions with a better economic development Regions with a better economic development seem to make a better use of tourism resources seem to make a better use of tourism resources
Tourism and regional developmentTourism and regional development
Quantification of the impact of tourism expenditure on regional economies based on a work by CISET on regional activation matrices for tourism consumption
1 EUR million of tourism expenditure activatesactivates 0.8 EUR millions of value added and 28 employees - direct anddirect and indirectindirect effects are taken into account
The work also estimates the regional dispersion of value added activation as tourism consumption can stimulate production also outside the visited regionFor instance, Italian northern regions typically increase their production through consumption activation in southern regions
Tourism and regional developmentTourism and regional development
Tourism expenditure is increased in those regions with Tourism expenditure is increased in those regions with unexploited potential, up to the unexploited potential, up to the national average degree national average degree of exploitation of tourism potentialof exploitation of tourism potential
Labour force availability in the regionLabour force availability in the region(No inter-regional labour mobility is assumed)(No inter-regional labour mobility is assumed)
Tourism expenditure is increased only in regions having Tourism expenditure is increased only in regions having both both
a) some a) some unexploited tourism potentialunexploited tourism potential and and
b) a relatively b) a relatively high unemployment ratehigh unemployment rate
SimulationSimulation
ConstraintConstraint
Campania
Puglia
SiciliaCalabria
Basilicata
Molise
AbruzziUmbriaMarchePiemonteFriuli V.G.
Valle d'A.
Sardegna
Liguria
Lazio
LombardiaEmilia R.
ToscanaVeneto
Trentino A.A.0%
5%
10%
15%
20%
25%
0 20 40 60 80 100 120
Degree of exploitation of tourism potential - euro millions per attractiveness point
Une
mpl
oym
ent r
ate
Regions with activationpotential
Activation of tourism resourcesActivation of tourism resources
Regions having aRegions having a low degree of exploitationlow degree of exploitation accompanied by accompanied by aa high unemployment ratehigh unemployment rate (inside the ellipse) are the (inside the ellipse) are the
candidates for ancandidates for an increaseincrease of theirof their tourism expenditure. tourism expenditure.
They all belong to the They all belong to the South areaSouth area
Tourism expenditure is activated leading to a decrease of Tourism expenditure is activated leading to a decrease of unemployment rate.unemployment rate.
Yellow point = current situationYellow point = current situation Purple point = simulated situationPurple point = simulated situation
23.0%
Molise 12.9%
Campania 20.2%
Puglia 13.8%
Basilicata 16.1%
Sicilia 20.1%
Calabria 23.5%
8.1%
18.9%
12.5%13.5%
19.5%
8%
10%
12%
14%
16%
18%
20%
22%
24%
26%
0 10 20 30 40 50 60
Degree of exploitation of tourism potential - euro millions per attractiveness point
Un
emp
loym
ent
rate
55.1
The final impact on employment depends on: The final impact on employment depends on: potential for tourism potential for tourism expenditure increaseexpenditure increase and and production structure production structure of the region.of the region.
Activation of tourism resourcesActivation of tourism resources
ConclusionsConclusions
Italian regions appear to be veryItalian regions appear to be very differentiateddifferentiated as for their as for their purepure tourist potentialtourist potential and itsand its degree of exploitation.degree of exploitation.
Some regionsSome regions succeedsucceed in attracting tourism expenditure in attracting tourism expenditure adequate to their attractiveness, some others adequate to their attractiveness, some others failfail..
A better exploitation of tourist resources could represent an A better exploitation of tourist resources could represent an important important opportunity of developmentopportunity of development, in particular for , in particular for region suffering of a relatively high unemployment rate, as region suffering of a relatively high unemployment rate, as it is the case for several Southern regions of Italy.it is the case for several Southern regions of Italy.
Future improvements and other Future improvements and other considerationsconsiderations
Availability of domestic tourism expenditure Availability of domestic tourism expenditure
Consideration of trans-regional effects: Consideration of trans-regional effects: • labour force mobilitylabour force mobility
• tourism competition among regionstourism competition among regions
Possibility of negative effects of tourism developmentPossibility of negative effects of tourism development• socio-cultural modifications of the destinations (life-styles, socio-cultural modifications of the destinations (life-styles,
traditions, system of values)traditions, system of values)
• crowding out process (tendency towards acrowding out process (tendency towards a mono-sectoral mono-sectoral economy)economy)
http://www.uic.it
Tourism attractiveness and economic Tourism attractiveness and economic development of Italian regionsdevelopment of Italian regions
Presented by Luca BULDORINIPresented by Luca BULDORINI