Development of Tourism in Italy: 1913 – 2007
Introduction
Tourism is an activity that cuts across the conventional sectors in the economy. It requires inputs of an economic, social, cultural as well as environmental nature, thus often described as being multi-faceted (Lickorish & Jenkins, 1997, p. 1).
Tourism is considered as one of the most important and vital industry in Italy. This is due to the fact that it can give the country different benefits in terms of employment and other economic aspects. Figure 1 shows the position of Italy in the global tourism destinations.
Figure 1 World’s Top Tourism Destinations
History and Development of the Tourism Industry of Italy
The word feria (plural feriae) first appeared in the ancient Rome, it a Latin word that means Festival and it took on the meaning of vacation. The Latin festival had become the first model of the mobile holiday, far from one’s place or residence (Jafari, 2000, p. 333).
In 17th century the term Grand Tour was used to define the relationship of education and travel by Sir Francis Bacon. Italy was considered as the most popular destination. By 1913, tourism had become an opportunity, and there were about 90,000 British visitors, this is because of natural and historical characteristics of the country (Jafari, 2000, p. 333).
The economic and political uncertainty between the two world wars was the primary reason of the first intervention of the national government of Italy to get involved in the tourism industry, particular after the devastating impact of the Great Depression during 1929 (Jafari, 2000, p. 333).
The Italian State Tourist Office was created in 1919, and was given a mandate to gather different data and information in order to make a legislative proposal that will help to promote the country’s domestic tourism, thus focusing on the international tourism, as well as to facilitate different bank credit for the hotels. In 1932, the national government set up the Provincial Committees for Tourism that later on became the Provincial Offices. It acts as the local branches of the government in the sector. In 1924, bank credit facilitation for hotels was enacted and was followed by different programs and activities regarding the process of measuring in order to promote the domestic and international demand (Jafari, 2000, p. 333).
The government also focuses on the domestic demand by Fascist Saturday, yearly paid vacations, snow trains as well as the blue trains that can help to increase the local demand for tourism. In addition to that, the government also focuses on the needs of the foreign tourists like the discounted gasoline coupons as well as implementation of advantageous foreign exchange rate for the foreigners or known as the tourist lire (Jafari, 2000, p. 333). Table 1 shows the result of the effort of the Italian government.
Table 1 Number of Hotels, Rooms and Beds in Italy
Hotels and accommodation establishments
34,549
Rooms
944,227
Beds
1,724,333
Source: (Jafari, 2000, p. 333)
The country had completed its postwar economic reconstruction during 1958 that helps to restructure the country from an agriculture-based to an industry-centered economy. Table show the instability and growth of the tourism industry of the country.
Table 2 Revenue of Italy’s Tourism Industry from 1985 to 1995
1985
1995
.7 billion
.4 billion
Source: (Jafari, 2000, p. 333)
The result of the extensive management of the government regarding the tourism industry of the country had result to the growth of the interests of different hotel chains in the country. Furthermore the country had gained a pre-eminent position in the international tourism market and was ranked as top 4 country destinations from 1980 to 1996. The annual average growth rate in the year was 2.5%; the share of arrivals worldwide had reached 7.7% during 1980 and touched 5.5% during 1996. the development help the country to move from third to second rank for the tourism receipts among the global top tourism earners, having an outstanding growth rate of 8.4% (Jafari, 2000, p. 333).
Development of Italy’s Tourism Industry
During 2001, the tourism industry of the country faced different challenges primarily because of the September 11 attacks on the US. Tour operator reports that there are about 70% slumps (The New York Times, 2001). Until now, Italian government devoted on tourism development so as to achieve the four main goals, to enhance visitor satisfaction, to improve economy and business success, to good use of resources in sustainable way and to meet community and area integration. (Gunn, 2002).
For the past 15 years, the Danish tourism in Italy has been characterized by constant growth. That is the reason why, more and more Italian tour operators who used to concentrate on the German costumers have now turned their attention to the Danish market to help to diversify their customer base (Embassy of Italy in Copenhagen, 2008).
In addition to that, from 2003, there are different factors in the global arena that had affected the local tourist trade in the country such as economy, political situation like War in Iraq and SARS. It had affected the local travel agency, particularly the business trips, but the leisure trips started to gain ground again due to the Art City. Different tour operators responded to the fierce competition by offering low cost package and it had helped to the growth of the individual tourism (Embassy of Italy in Copenhagen, 2008).
In 2006, the country started the Winter Olympic Games in Turin that helped to provide a profile boost for the country, together with its tourist’s offerings. Many spectators highly praised the efficient security systems, infrastructure and the warm reception that was given by the city to its visitors. The said event had been able to sold 900,000 tickets, and it show that not only the local populations but also winter sports fans from different part of the globe were able to come along to the city in order to experience the Olympic Winter Games. The tourism expenditure had benefited by the said globally-enjoyed event (Euromonitor International, 2007).
Due to the global financial crisis, different visitors and foreigners are looking for countries to visit that will offer them exciting experience but in cheap price. That is why in order to come up with the demand for cheap packages, continuous low-costs carriers is observed during 2006. In addition to that, the revolution in the Italian travel habits was primarily driven by the young people, teenagers and regular travelers, who are happy to renounce the comfort of a scheduled flight that made them to choose the low cost option due to the fact that it allows them to travel more often (Euromonitor International, 2007).
Furthermore, in connection to the growing demand for low-cost travels, the Internet is also one of the most important developments in the tourism industry in the country. More and more customers or visitors are booking their flights and trips via the Internet due to different discounts and cheap packages (Embassy of Italy in Copenhagen, 2008). The Internet is considered as a new trend in the Italian market, due to the fact that consumers are using the Internet in order to purchase their own flights (Euromonitor International, 2007).
Another important factor that can affect the tourism industry in the country is the movie or film industry. Different public and private organizations are realizing that the film production can be considered as a decisive element in promoting the tourism industry of the country, and eventually the entire economy. Naples and the Campania region was benefited from the said industry during 2006, due to the increasing number of British and Americans who want to visit the different locations of films like Cleopatra, The Talented Mr. Ripley and Il Postino (Euromonitor International, 2007).
Above all, the important trend in the tourism industry of the country is the advance booking. Italians seem be planning ahead increasingly, and it has a positive affected the advance travel bookings, The ASTO, a tour operator trade association, in 2006, there was a fall in the demand for the last minute trips, more specifically during the longer holidays, while there are more and more Italians who are booking in advance. Advance booking is considered as a new trend that is being followed by the Italians who are looking to save money without compromising the quality and comfort of a well planned and organized holiday. It has been observed that different cruises are the driving force of the said change in the consumer buying behavior pattern (Euromonitor International, 2007).
Cultural Tourism
Italy is clearly a home to a wealth of cultural treasures, but the government has not always capitalized on its cultural tourism resources as well as it might. The decline of the sun, sea and sand product on the Adriatic coast has not affected the tourism product too adversely as the Amalfi coast and Ligurian coasts have simply been promoted instead as more up market less congested areas. It is important to consider that the cultural cities of Italy are certainly over-visited, especially the big three that is consists of Rome, Florence and Venice. It is important for the government of the country to realize that the current challenge of the tourism industry focuses on the process of promoting the region better in order to disperse the flows of the tourists away from the main tourists’ centers (Smith 2003, p. 77).
Cultural initiative in Italy is characterized by the plurality of bodies involved. It mainly focuses on the different preservation and protection of the environment and other traditions and things that are related to the culture of the country.
As of now, it can be said that the cultural tourism of the country is in mature age but, there are different things and challenges that must be considered due to the growing demands of the tourists regarding different places and things that are related to the culture and arts of the country.
During 1995 to 2001, the government of the country focuses on the strengthening of the cultural policy at the core of the social and economic action of the government. Furthermore, it also the increase in the amount of the public cultural expenditure, to be primarily achieved, given the budget constraints, via the alternative funding sources and more efficient use of the European structural funds.
In addition to that, in 2007, additional priorities had been implemented by the Ministry’ General Direction for Administrative Action where in the implementation of coordination strategies with the tourism sector, through cultural tourism itineraries. In addition to that, more effective security measures for the heritage such as the repressive of illicit international traffic in the cultural goods. Furthermore, the cultural industries, the introduction of more pluralism n the extremely concentrated media system in the country will be set as one of the highest priorities of the government’s agenda (Compendium 2008).
References
Danish Tourism (2008), Embassy of Italy in Copenhagen, Retrieved October 16, 2008, from http://www.ambberlino.esteri.it/Ambasciata_Copenaghen/Menu/I_ rapp orti_bilaterali/Cooperazione_economica/Scheda_Paese/Turismo/
Italy/4. Current Issues in Cultural Policy Development and Debate, Compendium, Retrieved October 21, 2008, from http://www.culturalpolicies.net/web/italy. php?aid=41
Smith, M 2003, Issues in Cultural Tourism Studies, Routledge
Travel and Tourism in Italy 2007, Euromonitor International, Retrieved October 16, 2008, from http://www.euromonitor.com/Travel_And_Tourism_in_Italy
Credit:ivythesis.typepad.com
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