2 INDEX Why Invest in tourism in Tuscany 3 World trends in tourism 4 Tourism in Italy and Italian regions5Trends in tourism industry in Tuscany6-9Diversification of tourism industry10Human capital11Policy support12Tuscan tourism website13Key Contacts14-15
3 WHY INVEST IN TOURISM IN TUSCANY Unique and highly recognized cultural and landscape assetsTuscany is one of the Italian leader regions in tourism industry3rd Italian region in terms of tourist presences22.5 millions of days spent by touristsTourism demand is expected to increaseexpected annual growth by 2% between 2010 and 2030Tourism industry is well developed highly diversifiedMany “tourisms”: seaside, cultural, rural, mountain, sports, thermal & wellness, cruise,business & conferences,…High quality of hospitality structuresIncreasing share and attractiveness of upscale hotels and resortsExcellent localization, accessibility and infrastructure availabilitylocalized between Milan and Romepresence of two international airports, high-speed rail, highway networkSkilled workforce availabledense network of technical and professional educational structures
4 Tourism in the world economy Tourism accounts for- 9% of global GDP and 3.2% of GDP growth in 2012- 30% of global services export- 6% of World exports- 235 millions jobs worldwide1.035 billion tourists in 20121.8 billion tourists forecasted in 2030International tourisms receipts are around billions US dollarsAsia and Pacific areas record the strongest growth in arrivals in last yearsChina is the first source market in the world, spending 102 billions US dollarsSource: World tourism organization (UNWTO) 2013
5 Tourism specialization index in Italian regions Tourism in Italy and Italian regionsTourism specialization index in Italian regionsTourist arrivals, 2012rankCountryTourist arrivals1France832USA673China57.74Spain5Italy46.46Turkey35.77Germany30.48UK29.39Russia25.710Malaysia25Italy is one of the world leaders in tourismTuscany is the 4th Italian region in terms of specialization in tourism sector and the 3rd Italian region in terms of tourist arrivals and presences.Tuscany attracts 13% of foreign tourists visiting Italy and 11% of Italian tourists.43 millions of tourist presences in 2013
6 Tourism in Tuscany in age of crisis: outlook Tourism market in Italy has been hit by global economic crisis.Demand from Italian tourists has been declined, while demand from foreign tourists is increasing, especially from emerging Countries.Tourist expenditure is generally decreasing, but demand for luxury structures is increasing.Tuscany responded positively to the crisis.by reinforcing its international vocation, by attracting more foreign tourists than other Italian regions. Foreign share of tourists is 50% (Italian average is 44%)by attracting tourists from new markets, such as developing Countriesby adapting to changes in consumer preferences (diversification of offer, increasing role of B&B, farm tourism,…)Cultural tourism attracts foreign tourists, while seaside tourist is the main driver for Italian tourists. However, other forms of tourism are developing such as, rural and thermal and wellness, attracting in particular foreign visitorsNon European and emerging Countries show the highest growth rates in tourist arrivals and presence6
7 Jobs created or destroyed by sector in Tuscany (2008-2013) Tourism in Tuscany in age of crisis: impact on the economyTourist presencesTourist presences in Tuscany have shown a growth pattern from 2009 to 2013 (with exception in 2012). In 2013 presences reached 43 millions in 2013, after a decline in 2012.Tourism sector employs directly 8000 firms and workers. 5% of labor force work in tourism industry.Share of tourism in Tuscany economic value has grown by 1% inJobs created or destroyed by sector in Tuscany ( )TourismServicesTradeConstructionsIndustryAgricultureDuring last years tourist has shown anti-cyclic effects on the Tuscan economy. Activities linked with tourism created job positions, while the other sectors in the same period other economic sectors lost jobs.
8 Firms operating in tourism Structural changes in tourism in TuscanyVariations in tourist offerFirms operating in tourismShort run( )Long run( )Hotel *****67,3328,9Hotel ****13,192,4Hotel ***-3,832,5Hotel **-9,9-40,1Hotel *-17,0-48,8Residence29,9119,0Farmhouse27,7345,9Camping5,335,5Other structure13,9172,3Total8,963,5Upscale hotels, residences and farm houses have shown high growth rates
9 Tourism in Tuscany in age of crisis: forecasts Tourist arrivals are expected to increase by 44% from 2010 to 2030.Most of the demand will come from foreign tourists.Overnight stays in TuscanyExpenditure in TuscanyImpact on regional economyWorld arrivals in 2030 (millions)2030 (millions)Var.%2030(millions)Tourist turnover/GDPVar.% turnover/GDPCentral Scenario1.80012444%10.87848%7,0%24%Pessimistic scenario1.40010522%9.1185,9%4%Optimistic scenario2.00013054%12.02760%7,8%37%9
10 Diversification of tourist offer Cultural tourismConference, studies and business tourismAlmost 9200 archeological, historical and museum sitesLinks with Universities and research centers activities7 UNESCO World Heritage SitesSeaside tourismHealthcare and thermal tourism581 km of coastlineTuscany is the most specialized region in Thermal tourismNational Park of Tuscan Archipelago23 thermal spas across the regionRural tourismHill areas cover the highest share of Tuscan surfacePilgrimage and religious tourism4200 rural tourism structure (Highest share of “agriturismi” in Italy)Via Francigena (375 km across Tuscany)Links with food tourism and wine productionSports tourismMountain, skiing and geotourismHorseback tourism and cycling tourism are increasingSeveral ski resorts across Appennini and Mount AmiataAlpi Apuane Regional Park10
11 Per ogni affermazione diamo cifre di evidenza (+ 1 slide)d Human capital in tourismto access and distribute for major European MarketsMajor R&D centers and Universities in TuscanyPer ogni affermazione diamo cifre di evidenza (+ 1 slide)dMILANOROMAUGENOVA - FRANCEA1 HighwayMilan/Florence/Rome/NaplesA12 Highway to Genoaand FranceFlorence International AirportPisa International Airport23Tuscany offers a wide network of institutions offering education and/or research applied to tourismUUniversities & ResearchUniversity of Pisa (Campus Lucca):Bachelor degree in Tourism SciencesMaster degree in Planning and Management of Tourism FacilitiesUniversity of FlorenceMaster degree in Economics and Management of TourismUniversity of SienaHigh Schools and professional training56 schools offer 90 technical and professional coursesin tourism studies, with students enrolledSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSLivorno harborCarrara harborPiombino harbor
12 Policy supportTuscany Region provides support in localization investment.Regional IncentivesRegional Administration granted Euro billions over the last 5 years to firms for research and innovation activities in tourism industry. Incentives are mainly financed by EU Structural Funds resources.Main support have been given to investments in ICTA comprehensive guide for investors aiming to start business in Tuscany is available at
13 Tuscan tourism website The official website of tourism in Tuscany promotes the several kinds of tourism within the region.All tourist sectors are promoted, from mass tourism to market nichesIt provides information and also allows direct accommodation bookingsTourism is promoted by means of dedicated website and profiles on social network channels
14 Services for investors The PromoterUnder the President of Regione Toscana, the government of the Region, an investment promotion program was undertaken to facilitate investments from foreign companies in the field of Cultural HeritageAlong with Toscana Promozione, we support foreign companies willing to locate in TuscanyOur service is free of charge and strictly confidentialOur experts can help you do business in Tuscany by:Providing investment opportunitiesScouting and groundwork for potential investorsEstablishing leadsAssisting investors: assessment, contacts, negotiation and after-care servicesServices for investorsWe provide information services for investors wishing to locate their business in our region on issues ranging from incentives and market information to location opportunitiesThe service is free of charge and confidentialTake advantage of our network. It is at your disposal to give you detailed information, including:Availability of location opportunitiesMacro - economic and sector dataStart-up informationBureaucratic proceduresEuropean, national and regional incentives and grants
15 Contact Details:INVEST IN TUSCANYRegion of Tuscany Directorate General for Presidency Regional policies for attracting inward investmentsPiazza Duomo, Florence, ItalyTel: / 5033 / 4896 Fax:
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