Presentation  Presentation  

Summary

Where Veneto is heading: new mobility patterns



Veneto: sharing facts

Chapter 1

The cycles and structure of the economic system
The current situation
The mobility of the economic system
The figures tell the story

Chapter 2

Trade and corporate mobility
Imports and exports
Veneto's mobile businesses
The figures tell the story

Chapter 3

Production trends
The situation for businesses
Restructuring of sectors
Corporate mobility: innovation and survival
Local trends
The figures tell the story

Chapter 4

The various facets of mobility
Real mobility
Virtual mobility
Mobility for healthcare
The figures tell the story

Chapter 5

Labour: changing market
The many facets of employment
Worker flexibility
The figures tell the story

Chapter 6

Social competition: inherited advantages and new opportunities
Changes in social classes
Making a move towards equality
The figures tell the story

Chapter 7

The centres of development of human capital
Choice of secondary school
The appeal of university
Regional mobility
The figures tell the story

Chapter 8

The migrant population from past to present
The figures tell the story

Chapter 9

Culture in Veneto
Mobility of cultural heritage
Live entertainment
The figures tell the story

Chapter 10

Tourism and tourist flows
New trends
Veneto residents on holiday
The Veneto tourism economy
The figures tell the story

Chapter 11

Mobility within agriculture
The evolution of Veneto agriculture
The guarantees of Veneto's food system
The figures tell the story

Chapter 12

Forests: the mobility of Veneto's deep-rooted heritage
The figures tell the story



Veneto: comparing facts

Chapter 13

Veneto and its provinces

Chapter 14

Veneto, its competitors and European regions


10.3 The Veneto tourism economy

Top  Value added and tourist spending (Note 1)

The Veneto tourism economy managed to deal with the negative economic situation from 2002-2004, and started to pick up again from 2005 on. In 2007, the year closed with more than 11.4 billion euro of tourist spending and 8.1 billion euro of tourism value added (Note 2).
The following graphs show the share of the tourism economy in terms of expenditure out of total domestic consumption in the region and in terms of value added out of total regional value added. (Figure 10.3.1)
If we take into account all of the components of tourist spending (domestic, by other Italians and by foreigners) it made up 14% of total regional consumption in 2007; this is compared to the national average of 10.4%. This percentage is much lower and much more up-and-down in regions with little tourism such as Piemonte and Lombardia (4.4% and 6.4% respectively). It reaches high levels in regions which are highly specialised in tourism such as Valle d'Aosta, where this figure reaches 36.8%, and in Trentino Alto Adige, where the figure has actually been downscaled. High levels are also reached in regions where tourism is certainly important but not the only form of economy (Veneto, Toscana and Emilia Romagna). In most of the southern regions tourist spending is lower than the national average (the only exceptions to this are Abruzzo and Sardegna, which are placed just above the national average). (Figure 10.3.2)
In Veneto tourism value added makes up 5.5% of the total. In Emilia Romagna, Friuli Venezia Giulia and Marche the shares are also between 5% and 6.1%. The national average for value added in 2007 was 4.8%, Trentino Alto Adige and Valle d'Aosta came out much higher than this with figures of around 12%. Toscana, Liguria and Sardgena registered at between 7% and 8%. It is important to point out that in most Italian regions the role of the tourism economy has lost ground slightly, as is the same on a national level. However, in more than half the regions in Italy, the share made up by this sector is still higher than the national average.
High percentages in Trentino Alto Adige and Valle d'Aosta can be explained by the fact that these regions have fewer production activities and so depend more on tourism. Regions like Veneto and Emilia Romagna on the other hand have the advantage of being both big areas for tourism and having a complex and varied production economy containing many leading sectors. These regions are able to reap the benefits both from tourism and from other areas.
For 2008, the first estimates on turnover generated by tourism indicate a slight increase in tourist consumption in Veneto despite the small decrease in the number of arrivals and nights spent. This increase in consumption can be attributed to:
- an increase in average spending by international tourists from an average of 84 euro per capita in 2007 to 86 euro as calculated by the Bank of Italy for 2008;
- fairly stable spending habits by Italian tourists, who, however, have increased in number.

Top  The tourist balance

In terms of economy generated by tourism (Note 3), spending (Note 4) just by international tourists in Italy added up to around 25 billion euro, a 1% decrease on the previous year. In Veneto international tourist expenditure equalled 4.2 billion euro, 2.4% less than in 2007. Despite this decrease, Veneto is still in second place among the Italian regions for income generated by international tourists. This result is not down to the average length of stay, which is actually one of the shortest at 4.7 days, but more to the actual numbers of tourists: Veneto repeated its record for number of arrivals (19.4% of the Italian total) and for nights spent (17.7%). About 77% of the flow of incoming international visitors to Veneto come for a holiday, about 17% come for work, while the remaining 6% come for other personal reasons, such as study, visiting friends and relatives, medical treatment, etc. Veneto does not hold the record, however, for average expenditure by tourists during their stay as this is affected by the fact that tourists do not stay in the region for all that long: expenditure per capita stands at around 425 euro compared with an Italian average of 493 euro. It should be pointed out though that average daily spending by international tourists in Veneto, at 90.2 euro per day, is similar to the national average. The graph reveals that Veneto stands out for its low number of nights spent and high average daily spending, alongside regions such as Lombardia and Piemonte, which are characterised above all by high flows of business tourism. (Figure 10.3.3)
If we look at spending abroad, people from Veneto spent 1,395 million euro, which ranks Veneto in fourth place with 8.5% of the national total after Lombardia, Lazio and Emilia Romagna.
The high revenues from "incoming tourism" and the more contained spending of "outgoing tourism" make Veneto Italy's leading region in terms of payment balance: 2,778 million euro in 2008.
In short, if the spending of international tourism (revenue) and that of Italians holidaying abroad (expenditure) are taken as a percentage of GDP, we notice that Veneto's tourist balance is much higher than Italy's. This is not so much due to expenditure, which is similar to the rest of Italy, as to revenue, which has much more of an influence on Veneto's economy than on Italy's revenue in this sector. (Figure 10.3.4)
Promoting the region
Veneto's success is sustained by the promotion and the communication strategies that Regione Veneto has adopted every year to raise awareness and penetration in both the domestic and international markets. Communication and promotional events are carefully geared towards enhancing the image of Veneto all over the world. In 2008 the region participated in international events such as Italy's B.I.T. and other international tourism exhibitions such as those held in Germany (on more than one occasion), in London (the World Travel Market) and Warsaw (Tour & Travel) amongst others.
Furthermore, in order to manage all the strategies regarding this extremely important sector, Regione Veneto has also promoted activities which aim to involve both the public and the private sector, to develop tourist destinations where the potential has yet to be explored to its full extent, to put businesses and services online and to coordinate projects. In this way the economic crisis can be faced full on, by working as a team: one which not only contains members working in the same sector, but also from complementary areas, uniting the tourism sector with the food and agriculture sector and cultural services to create integrated promotion of the Veneto region. St. Mark's winged lion and the seven-pointed star, the logo which for the past three years has been the symbol of tourism in Veneto, plus the slogan "Veneto: tra la terra e il cielo" (Veneto: between earth and sky) have now also been adopted by the food and agriculture sector. It will not take long now for Veneto food and agricultural produce to be recognised in the whole of Italy and worldwide as bearing the same mark of quality as our hospitality industry.
This synergy might have been thwarted by the difficulty of getting from place to place. But this where the new Mestre Bypass and other roadworks have opened up Veneto, making it easy to move between its beaches, mountains, lake, spa towns and historic cities. The Bypass in particular, 33 km in length, creates a trail for art-lovers. The exit at Martellago links the land of Tiepolo to Giorgione's Castelfranco, to the Asolo hills and then further on towards Bassano del Grappa, Marostica and the foot of the Veneto mountains. If you get off at Spinea, however, you will find yourself immersed in the landscape of villas and beautiful gardens that makes up Riviera del Brenta. Meanwhile if you stay on the motorway for a bit longer you will reach the cities of Vicenza and Verona, and the lake, Lago di Garda. If you exit at Preganziol and travel in the direction of Vittorio Veneto you will soon come across the renowned wine roads. If you stay on the motorway on the other hand, the A27 link road will take you directly to Belluno, Cortina and all the other resorts in the Dolomiti. Last but not least, those popular Veneto beaches can be reached either by exiting at Quarto d'Altino or San Donà di Piave (for Jesolo, Cavallino-Treporti, Eraclea, Caorle and Bibione) or by exiting at Venezia Villabona and taking the Strada Romea (for Chioggia-Sottomarina, Rosolina Mare and Albarella).
The local airports also provide an important means for increasing arrivals to Veneto. Venezia Marco Polo airport is the fourth biggest hub on a national scale as more than 8.5 million passengers passed through it in 2008. This figure is down slightly (-0.3%) on the previous year, but less so than on a national level (-1.8%). The crisis had absolutely no effect on Treviso airport whatsoever. Tourism for both leisure and business will be made even easier by new links to be set up in 2009.

Figure 10.3.1
Percentage share of tourist expenditure out of total regional domestic consumption. Year 2007
Figure 10.3.2
Percentage share of tourism value added out of total regional value added. Year 2007
Figure 10.3.3
Average daily expenditure (€) and average length of stay by international tourists - Year 2008
Figure 10.3.4
Peso della bilancia turistica sul PIL. Veneto e Italia - Anno 2008

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English translation by the University of Padova Language Centre.