Project “From Saint Lazar to Ararat” ARMENIA – ITALIA Tourism Development Opportunities Nadia Pasqual Yerevan 30 March 2012 Camera di Commercio di Venezia Sistema Qualità Certificato Partner ufficiale 2009 della Camera di Commercio di Venezia
Jan 15, 2015
Project “From Saint Lazar to Ararat”
ARMENIA – ITALIATourism Development Opportunities
Nadia Pasqual
Yerevan30 March 2012
Camera di Commercio di VeneziaSistema Qualità Certificato
Partner ufficiale 2009 della Camera di Commercio di Venezia
“FROM SAINT LAZAR TO ARARAT”
A PROJECT TO FOSTER TOURISM
BETWEEN ITALIA AND ARMENIA
MEETINGS IN ITALY:
WORKSHOP FOR ARMENIAN-ITALIAN TOUR OPERATORS
VENICE, 4TH OCTOBER 2011
IN ARMENIA:
CONFERENCE ON ARMENIAN-ITALIAN TOURISM
YEREVAN, 30TH MARCH 2012
“FROM SAINT LAZAR TO ARARAT”
A PROJECT TO FOSTER TOURISM
BETWEEN ITALIA AND ARMENIA
ITALIAN GUIDEBOOK TO ARMENIA
-COUNTRY PROFILE
-TOURIST ATTRACTIONS
-WHAT TO SEE, WHAT TO DO
-ARMENIAN ROUTES IN VENICE
-TOURIST INFORMATION
-PRACTICAL INFORMATION
“FROM SAINT LAZAR TO ARARAT”
A PROJECT TO FOSTER TOURISM
BETWEEN ITALIA AND ARMENIA
RESEARCH ON ARMENIAN TOURISM
-TOURISM INDUSTRY OVERVIEW
-TOURIST FLOWS AND DATA
-TOURIST OFFER AND PRODUCTS
-LONG TERM DEVELOPMENT CAPACITY
-VISITORS SEGMENTATION
-DISTRIBUTION CHANNELS PROMOTION
-COST ANALYISIS OF TRAVEL PACKAGES
INTERNATIONAL TOURIST FLOWS TO ARMENIA
2001-2011
123,262
162,089
206,094
262,959
318,563
381,563
510,287
558,443575,281
687,222
757,935
0,000
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Total Arrivals
ITALIAN TOURIST FLOWS TO ARMENIA
2001-2011
1,2751,750
2,840
4,189
5,244
6,480
8,009
8,970
10,125
12,008
13,244
0,000
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Arrivals from Italy
INTERNATIONAL TOURIST FLOWS TO VENICE
Arrivals
Italy 2,091,596
Foreign 5,455,718
TOTAL 7,547,314
Nights
Italy 11,148,607
Foreign 22,251,451
TOTAL 33,400,058
Average stay (days)
Italy 5.3
Foreign 4.1
TOTAL 4.4
Tourist flows by origin
2010, tourist arrivals and nights, average
stay
VISITORS TO ARMENIA STAYING IN HOTELS
VISITORS STAYING IN HOTELS
VISITORS 2009 2010 2011
TOT. INTERNATIONAL
ARRIVALS
575.281 687.222 757.935
TOT. VISITORS STAYING
IN HOTELS
65.638
(11,40%)
70.209
(10,21%)
124.113
(16,37%)
EUROPEAN VISITORS
STAYING IN HOTELS
24.351
(37.1%)
21.975
(31.3%)
47.783
(38,5%)
ITALIAN VISITORS
STAYING IN HOTEL
8.401 (12,8%) 8.425
(12%)
7.659
(6,2%)
VISITORS TO ARMENIA STAYING IN HOTELS
ACCOMMODATION
IN ARMENIA
SURFACE: 29,740 SQ. KM
POPULATION: 3,200,000
HOTELS AND
GUESTHOUSESBEDS
YEREVAN 73 3,817
REGIONS 127 8,415
TOTAL 200 12,232
ACCOMMODATION
PROVINCE OF VENICE
SURFACE: 2,466 SQ. KM
POPULATION: 863,000
ESTABLISHMENTS BEDS
HOTELS 1,197 94,279
OTHER
ESTABLISHMENTS
27,446 270,230
TOTAL 28,643 364,509
ITALIA ARMENIA
OVER 50 ITALIAN TOUR OPERATORS
SELL TOURS TO ARMENIA
ITALIA ARMENIA
THE MOST IMPORTANT ITALIAN TOs INSERTED ARMENIA
IN THEIR BROCHURES
DIRECT AIR CONNECTIONS
ARMAVIADIRECT FLIGHTS FROM
ROME, MILAN AND VENICE TO YEREVAN
AIR ITALY-MERIDIANA FLY DIRECT FLIGHTS FROM ROME TO YEREVAN
NON DIRECT AIR CONNECTIONS
FLIGHTS VIA A EUROPEAN STOPOVER
ITALY AS A SOURCE MARKET TO BE DEVELOPED
ITALY IS AMONG THE 3 MOST IMPORTANT EUROPEAN
SOURCE MARKETS TO ARMENIA
ARMENIA PERCEIVED AS A SAFE ALTERNATIVE DESTINATION
TO NORTHERN-AFRICA/MIDDLE-EAST COUNTRIES
PRICES OF LOCAL LAND SERVICES STILL ALLOW FAIR
EARNING MARGINS TO ITALIAN TOUR OPERATORS
VERY HIGH SATISFACTION RATE AMONG ITALIAN VISITORS:
ALMOST NO COMPLAINTS
ARMENIA IS PERCEIVED AS A “NEW” DESTINATION: BIG
POTENTIAL FOR MORE ITALIAN VISITORS TO ARMENIA
ITALY AS A SOURCE MARKET TO BE DEVELOPED
INCREASING NUMBER OF ARRIVALS
INCREASING NUMBER OF PASSENGERS FOR EXISTING TOs
NEW POTENTIAL TOs TO SELL ARMENIA
NEW TARGETS OF TOURISTS
NEW PRODUCTS / OFFER DIVERSIFICATION
BETTER SERVICE QUALITY
PRICE AWARENESS
WHY ITALIAN TOUR OPERATORS SELL ARMENIA:
☺ RICH CULTURAL AND HISTORICAL HERITAGE
☺ CRADDLE OF CHRISTIANITY
☺ SAFE AND STABLE COUNTRY
☺ ABOUT 4-5 HOURS FROM ITALY (DIRECT/NON-DIRECT FLIGHTS)
☺ GOOD LAND SERVICES BY ARMENIAN TOUR OPERATORS
☺ FAIRLY GOOD RANGE OF HOTELS 3-4 STARS
☺ VALUE FOR MONEY
☺ NO COMPLAINTS FROM CUSTOMERS
☺ FRIENDLY ARMENIAN PEOPLE
☺ ASTONISHING NATURAL SCENERY
MAIN TOUR PACKAGES TO ARMENIA:
1. CULTURAL TOURS / ARCHAEOLOGICAL TOURS:
UNESCO SITES, HISTORY, SILK ROAD, ARCHAEOLOGY, ETC.
DISTRIBUTED THROUGH GENERALIST TOUR OPERATORS,
TRAVEL AGENCIES, CULTURAL ASSOCIATIONS
2. SPIRITUAL AND RELIGIOUS TOURS:
CHRISTIANITY, MONATERIES, CHURCHES, ETC.
DISTRIBUTED THROUGH SPECIALIZED TOUR OPERATORS,
TRAVEL AGENCIES, RELIGIOUS CONGREGATIONS,
PARISHES AND ASSOCIATIONS
CULTURAL AND RELIGIOUS TOURS TO ARMENIA:
1. 7-8 DAYS TRAVEL PACKAGES MOSTLY BASED ON THE SAME
ITINERARIES (MONASTERIES & CHURCHES)
2. 3/4 STAR HOTELS IN YEREVAN, MAX. 1/2 NIGHTS IN THE REGIONS
=
1. LITTLE DIVERSIFICATION OF PRODUCTS AND TARGETS!
2. FEW EVENTS AND ACTIVITIES FOR VISITORS! (WINE TASTING,
COOKING LESSONS, MEETING LOCALS, STAYING/DINNER WITH A
FAMILY, SHOWS, DUDUK CLASSES, CERAMICS, ETC.)
AUTHENTICITY AND DIVERSIFICATION VS. GLOBALIZATION!
TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED:
� CULTURAL TOURS:
ITALY’S OUTGOING MARKET:
24 MIL. ITALIANS / 20.4 BILLION EUROS IN 2011
� PRODUCT DIVERSIFICATION / NEW TARGETS:
FAMILIES, COUPLES, YOUNG PEOPLE, LUXURY, SPECIAL
EVENTS, SHORT BREAKS, FLY&DRIVE, ETC.
� SPIRITUAL AND RELIGIOUS TOURS:
300 MIL. TOURISTS IN THE WORLD, 18 BIL. EUROS/YEAR
40 MIL. ITALIAN TOURISTS, 4,5 BIL. EUROS/YEAR
PRODUCT DIVERSIFICATION / NEW TARGETS:
XMAS/EASTER HOLIDAYS, FAMILIES, PEOPLE 40/50 YEARS,
SPECIAL EVENTS, SPECIAL ITINERARIES, ETC.
TRAVEL PRODUCTS TO BE DEVELOPED/PROMOTED:
� ADVENTURE / SPORTS TOURISM: ROCK CLIMBING, RAFTING,
CANYONING, KAYAK, ORIENTEERING,
SKIING/SNOWBOARDING, HORSE RIDING, FISHING, ETC.
� NATURE AND OUTDOORS: TREKKING AND HIKING,
BOTANICAL TOURS, BIRD WATCHING TOURS, FARM
HOLIDAYS, CAMPING, ETC.
� MICE: MEETINGS, INCENTIVES, CONGRESSES AND EVENTS
� SPAS AND WELL BEING: JERMUK, SEVAN, DILIJAN, ETC.
� FOOD&WINE: WINE TASTING, GRAPE HARVEST, COOKING
LESSONS, MEETING LOCALS, DINNER WITH A FAMILY, ETC.
SEGMENTATION OF ITALIAN VISITORS TO ARMENIA
� “TRAVELLERS”: AGE 45-64 YEARS AND OVER, INTERESTED IN
HISTORY AND CULTURE, PERCEIVE ARMENIA AS A “NEW”
DESTINATION, PREFER CULTURAL/COMBINED TOURS
� “BELIEVERS”: CHRISTIAN VISITORS, 45-64 YEARS AND OVER,
INTERESTED IN ARMENIA AS CRADLE OF CHRISTIANITY,
PREFER RELIGIOUS TOURS AND PILGRIMAGES.
� INDEPENDENT TOURISTS: AGE 35-44 YEARS, ORGANIZE
TOURS BY THEMSELVES, INTERESTED IN ARMENIA AS A
“GENUINE” AUTHENTIC COUNTRY, THEY PREFER OFF THE
BEATEN TRACK ITINERARIES, FLY&DRIVE, B&Bs, CAMPING,
SUSTAINABLE TOURISM, ETC.
SEGMENTATION OF ITALIAN VISITORS TO ARMENIA
� “YOUNG AND WILD”: BIG UNEXPLORED POTENTIAL OF
VISITORS INTERESTED IN NATURE, ADVENTURE,
ECOTOURISM, ACTIVE HOLIDAYS (MOUNTAINS, TREKKING,
HIKING, SKIING, HUNTING, FISHING, ETC).
� AGE BRACKETS: MOSTLY 45-64 YEARS AND OVER.
THE SEGMENT 35-44 YEARS IS RAPIDLY INCREASING AS
THE IMAGE OF ARMENIA SPREADS AS A NEW DESTINATION
WITH AN EXOTIC APPEAL
� ORIGIN AREAS: MOSTLY FROM NORTHERN ITALY (PIEDMONT,
LOMBARDY, VENETO) AND CENTRAL ITALY (TUSCANY, ROME
AREA).
IMPROVING THE TOURIST EXPERIENCE
� INFRASTRACTURES: ROADS, RAILWAYS, REST AREAS
� ACCESS TO TOURIST ATTRACTIONS: ROAD AND TOURIST
SIGNS, TOURIST INFORMATION, VISITORS CENTERS,
INFORMATION MATERIALS, GUIDED VISITS ON THE SPOTS
� SHOPPING AND MEMORIES: MORE SHOPPING
CHANCES AT TOURIST ATTRACTIONS AND MUSEUMS
� SERVICE: IMPROVE QUALITY OF SERVICE/CUSTOMER CARE
AT RESTAURANTS, HOTELS, TOURIST ATTRACTIONS,
MUSEUMS, ETC.
IMPROVING MARKET REGULATIONS
� CA. 150 TOUR OPERATORS IN ARMENIA: NO SPECIFIC BUSINESS
LICENCE, INSURANCE, EDUCATION, EXPERIENCE, ETC.
� STANDARDIZATION OF PROCEDURES: STANDARD AGREEMENT
FORMS, BOOKING FORMS, TECHNICAL INFORMATION, ETC.
� ACCOMMODATION: OFFICIAL CLASSIFICATION OF HOTELS, B&BS
AND OTHER ESTABLISHMENTS SHOULD BECOME MANDATORY
� TOURIST GUIDES: NEED FOR MORE ITALIAN SPEAKING GUIDES
IMPROVING PROFESSIONAL TRAINING
� EDUCATION: PRIVATE SECTOR AND EDUCATIONAL INSTITUTES
SHOULD COOPERATE TO DEFINE EFFICIENT STUDY PROGRAMS
� VOCATIONAL COURSES FOR STAFF: TOUR OPERATOR/TRAVEL
AGENTS, PRODUCT MANAGERS, HOTEL RECEPTIONISTS, WAITING
STAFF, ETC.
� EXECUTIVE COURSES: MICE, PCO, HOTEL MANAGEMENT, WELL
BEING/SPAS MANAGEMENT, MARKETING&COMMUNICATIONS,
WEB MARKETING AND SOCIAL MEDIA, ETC.
� TOURIST GUIDES: NEED FOR MORE GUIDES TRAINED TO
INTERNATIONAL STANDARDS
DESTINATION MANAGEMENT
� DMO: ALL STAKEHOLDERS OF THE PRIVATE AND PUBLIC SECTORS
SHOULD GET TOGETHER TO MANAGE, PROMOTE AND SELL THE
DESTINATION JOINTLY. PROMOTION MUST GO TOGETHER WITH
THE OFFER OF TRAVEL PACKAGES AND PRODUCTS
� TRADE ASSOCIATIONS: TOUR OPERATORS, TRAVEL AGENTS,
HOTELS, GUIDES, MEETING INDUSTRY, AIRLINES, RESTAURANTS,
ETC. SHOULD BE MORE REPRESENTATIVE AND INFLUENCE
TOURISM POLICIES
� BRANCH OFFICES: TOURIST INFORMATION OFFICES AND
MARKETING & PR STAFF IN THE MAIN SOURCE MARKETS
DESTINATION MARKETING BASICS
� DESTINATION BRANDING: CREATE A POWERFUL IMAGE AND
IMAGERY THAT TOURISTS CAN ASSOCIATE TO ARMENIA TO BE
DIFFUSED THROUGH ONLINE E OFFLINE MEDIA
� RESEARCH AND DATA: INDUSTRY SURVEYS, ARRIVALS SURVEYS,
STATISTICS, RESEARCH ON SPECIFIC PRODUCTS/TARGETS, ETC.
� DEVELOPMENT PLAN: MEDIUM AND LONG TERM PROGRAMS,
INVESTMENTS, BUDGET, INFRASTRACTURE, ETC.
� MARKETING PLAN: ANNUAL GENERAL PLAN WITH SPECIFIC
ACTIONS FOR EACH MAIN TARGET MARKET, INVESTMENTS,
ACTIVITIES, BUDGET, ETC.
DESTINATION MARKETING CHANNELS
� TRAVEL TRADE: TOUR OPERATORS VS. TRAVEL AGENTS, OLTA,
ONLINE TRAINING COURSES, EDUCTOURS, MATERIALS, ETC.
� AUDIENCE OF TOURISTS: GUERILLA AND VIRAL MARKETING,
EVENTS, INFORMATION, ADVERTISING, SOCIAL MEDIA,
MATERIALS, ETC.
� PRESS AND WEB: JOURNALISTS, BLOGGERS, TRAVEL PORTALS,
SOCIAL MEDIA, TESTIMONIALS, PRESS TRIPS, PRESS KITS
DESTINATION MARKETING & PR ACTIVITIES
� WEB 2.0: WEBSITE IN ITALIAN, WEB MARKETING (SEO, SEM,
EMAIL MARKETING), SOCIAL MEDIA MARKETING AND CONTENT
MANAGEMENT, ONLINE BRANDING AND DIGITAL PR
� COMMUNICATIONS AND PR ACTIVITIES: EVENTS, ROADSHOWS,
TRADE FAIRS, ONLINE TRAINING COURSES, ADVERTISING, PRESS
OFFICE, FAM AND PRESS TRIPS, PROMOTIONAL MATERIALS, ETC.
� CO-MARKETING ACTIVITIES: PROMOTIONAL ACTIVITIES /
COMMUNICATION AND EVENTS TO BE ORGANIZED IN
COOPERATION WITH THE PRIVATE SECTOR IN ARMENIA / ITALY
PRICES AND MARGINS
� 7-8 NIGHTS TRAVEL PACKAGE BY ARMENIAN TOs: EURO 600-800
� HOTELS MAKE UP FOR CA. 35-40% OF THE TRAVEL PACKAGE
� FLIGHTS ITALIA-ARMENIA: EURO 400-600 TAXES INCLUDED
� FINAL PRICE TO ITALIAN TOURISTS: EURO 1,300-1,600
� AIR TAXES, BOOKING FEES, VISA USUALLY EXCLUDED
� PRICES FOR TOUR OPERATORS VS. TRAVEL AGENCIES
� TOs COMMISSIONS FOR TRAVEL AGENCIES: 10-12%
ARMENIA MUST BE AWARE OF COMPETITORS!
THANK YOU FOR YOUR ATTENTION