Transcript CITY TRAVEL BRIEFING – VENICE

CITY TRAVEL BRIEFING: VENICE
July 2012
INTRODUCTION
Key findings
Cultural offer
Art and culture are the main attraction in Venice. The city has several important
museums which rank among the most visited in Italy.
2011 good performance
Arrivals to Venice showed a very good performance in 2011 after the stagnation
in 2009, continuing the recovery of 2010, with total arrivals reaching almost 5
million tourists.
Contemporary art scene
The Biennale Internazionale d’Arte is the oldest contemporary art exposition in
the world, and attracts many visitors to the city.
Expensive hotel
accommodation
Venice continues to be among the most expensive cities for hotel
accommodation in Italy, with an ADR of EUR153 in 2011.
Infrastructure
Venice is easily reachable by car, rail, air and sea. Recent infrastructure
improvements have been undertaken aimed at making the city even more
attractive and accessible to visitors from all around the world.
Hotels and gastronomy
Venice has a wide offer of hotel and other accommodation outlets, including
many in the luxury segment. In addition, the city has a large number of
restaurants, including Michelin starred ones.
BRIC countries
Tourism from the BRIC countries represent a very important market for Venice,
with strong scope for development. Russian tourist numbers increased by 50% in
2011, while Chinese and Brazilian tourist numbers rose by around 40%.
Business
Venice currently hosts around 14 business exhibitions per year, and the city is
constantly improving its offer in order to attract more MICE tourism.
© Euromonitor International
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KEY FACTS
SWOT: Venice
STRENGTHS
UNESCO’s list
WEAKNESSES
Contemporary Art scene
Morphology
Value for money
 Venice is one of the
 The Biennale
most famous Italian
Internazionale d‘Arte is
cities and it is listed on
the oldest and one of
UNESCO’s World
the most important
Heritage list together
contemporary art
with its lagoon. The city
expositions in the world.
offers history, culture
It is held every two
and art, as well as
years and brings visitors
nature and gastronomy.
from all around the
world.
OPPORTUNITIES
 Venice has more than
 Venice is considered an
400 bridges connecting
expensive city by many
the islands, and can
tourists. In particular,
thus be difficult to visit
hotel accommodation as
for people with reduced
well as restaurants and
mobility, the elderly,
bars charge high prices
parents with a pram and compared to other
visitors carrying
destinations, as well
luggage.
often as in relation to
the quality offered.
THREATS
Cruise destination
Flood tides and MOSE
Nature and wildlife
 Venice has a major port  Venice is unique in its
which is the most
natural environment.
important in the
The Venice Lagoon is
Mediterranean for cruise home to an important
tourism and the 10th in
ecosystem, which is a
the world in terms of
component in the
number of passengers.
tourism appeal of the
area.
© Euromonitor International
Dangers of mass tourism
 The city is threatened
 Venice has several
by flood tides from the
problems related to
Adriatic sea between
mass tourism:
autumn and early
depopulation of the
spring. The MOSE
historic city,
project was inaugurated overcrowding of public
in 2003 and expected to transport, and
be completed by 2014.
environmental issues.
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TOURISM FLOWS
Inbound arrivals
Venice Arrivals by Country 2011/2016
2011
2016
% growth
2011/2016
USA
554
611
10.3
France
373
396
6.1
UK
245
262
6.8
Germany
232
245
5.8
Spain
225
240
6.7
Japan
198
208
5.2
China
166
253
52.5
Brazil
145
208
43.3
Australia
138
156
12.8
Russia
80
130
62.1
TOTAL
4,217
4,663
‘000 people
 In 2011, the US accounted for the most inbound
tourists to Venice, registering an 8% increase
compared to 2010 figures. It is expected that
growth will continue over the forecast period.
 In 2011, the traditional European markets of
France, UK, Germany continued to be in the top
ranking, and saw increases of 10%, 10% and 15%,
respectively, compared to 2010.
 The forecast period is expected to see a strong
increase in tourism from the BRIC countries.
Russia, Brazil and China, in particular, are
expected to be among the main inbound
countries in terms of arrivals to Venice.
 Russian arrivals increased by more than 50%
between 2010 and 2011, while arrivals from Brazil
and China increased by more than 40%.
 In the coming years, there is expected to be an
increase in direct flights to and from Asia from
Marco Polo airport, in particular to China, in order
to ease travel between these countries.
Source: Euromonitor International estimates from Assessorato al
Turismo/APT data
© Euromonitor International
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TOURISM FLOWS
Domestic tourism trends
 Domestic tourism represented about 13% of the
total number of arrivals to Venice in 2011, with
more than 613,000 arrivals.
 The majority of domestic tourism is led by the five
regions of Tuscany, Lazio, Lombardy, Veneto and
Emilia-Romagna, which accounted for roughly 48%
of the total number of domestic trips for 2011.
Venice Domestic Tourism Trips 2011/2016
‘000 trips
Italy
2011
2016
% growth
613
625
2.0
Source: Euromonitor International estimates from Assessorato al
Turismo/APT data
 About 21% of domestic tourism in Venice comes
from Lombardy. It is followed by Lazio, with about
16% of domestic visitors, and Piedmont, with about
9%.
 In terms of average length of stay, 51% of Italians
spend less than three days when travelling within
Italy. Car continues to be the preferred way for
Italians to travel within Italy; however, air transport
is increasing in importance thanks to the new
routes that are connecting many destinations in
Italy, offering low cost flights.
 It is expected that the number of domestic tourists
will increase in the coming years, aided in part by
the economic crisis, as Italians will tend to holiday
locally in order to save money.
© Euromonitor International
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ATTRACTIONS AND ACTIVITIES
Tourist attractions
Art and culture: main attractions in Venice
 Tourists choose Venice mainly for its unique
nature: Venice and its Lagoon are on the
UNESCO’s World Heritage list.
 In the top 10 of the most visited places in Venice
there are cultural attractions, such as
museums and palaces, as well as the cityscape:
St Mark’s Basilica, the Grand Canal, Rialto
Bridge and Piazza San Marco, which are among
the most visited sites of the city. The Lido di
Venezia is also a popular international luxury
destination, attracting thousands of actors,
celebrities and people in the film industry,
particularly during the Festival del Cinema.
 Venice Lagoon is home to an ecosystem which
is unique in the world, with many species of
plants and animals.
 The most visited tourist attractions in Venice are
Palazzo Ducale, Museo di San Marco, Gallerie
dell'Accademia and the Collezione Peggy
Guggenheim.
© Euromonitor International
Leading Visitor Attractions in Venice
2009-2011
1,400,000
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Palazzo Ducale
TRAVEL AND TOURISM: VENICE
Museo di San
Marco
Gallerie
dell'Accademia
2009
2011
2010
Collezione
Peggy
Guggenheim
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