Visit Italy convention at the BMT in Naples: 70% of foreign tourists concentrate on 1% of the Italian territory. Promoting the rest of the country can generate Euro 85 billion.
Italy ranks first in the travel intentions of foreign tourists, but attendance is concentrated in a few areas, creating congestion and leaving the potential of the rest of the country untapped. This is what emerged from the convention ‘The tourism of the future, how to succeed among artificial intelligence, overtourism and global competitiveness’, organised by Visit Italy during the Mediterranean Tourism Exchange (BMT) in Naples. An analysis that highlights an enormous growth opportunity for the Italian tourism sector.
70% of Foreign Tourists Focus on 1% of the Territory
Ruben Santopietro, CEO and founder of Visit Italy, highlights a crucial fact: “70% of foreign visitors concentrate on 1% of the territory. This means that the main cities of art and a few other popular locations absorb most of the tourist flow, while 99% of Italian destinations remain on the margins, with huge unexplored margins for development.
According to a study by Open Economics, cited by Santopietro, effective promotion of the remaining 99% of Italy’s territory could lead to an increase in national GDP of up to 4.5%. A development potential that translates into a turnover of over 85 billion euros. An impressive figure, which demonstrates the strategic importance of a more widespread and sustainable tourism.
To achieve this, according to the CEO of Visit Italy, it is necessary to work on ‘effective marketing campaigns, connecting those [lesser-known] places to the main cities’. Visit Italy is actively engaged in this sense, following ‘many small destinations’ in paths of internationalisation and positioning in various markets. The aim is to publicise and enhance the cultural, landscape and food and wine heritage of the entire Italian territory, not just the most popular destinations.
Tourism as a Driver of Local Development: The Example of Matera
Santopietro emphasises that tourism alone is not enough. A ‘whole series of actions’ are needed, but tourism can become ‘a driving force to prevent the last custodians of those places from abandoning them’. The example of Matera, a city radically transformed by tourism, shows how this sector can be a positive force for local communities, generating wealth, employment and new lifeblood.
Visit Italy’s mission is precisely that of “transforming tourism into a positive force not only for travellers but above all for the host communities”. A sustainable tourism, widespread and able to enhance the peculiarities of each territory, bringing economic and social benefits to the whole country. An ambitious goal, but achievable, by focusing on the promotion of an Italy yet to be discovered.