TTG Rimini

Positive balance for the latest edition of TTG, the leading B2B tourism marketplace in Italy. The event, held last week, featured 150 destinations, about 1500 buyers from 90 countries, 384 events on the evolution of market demand in Italy and the world. Tourism is a growing economic sector all over the world, as well as in Italy, where in 2018 it is estimated to grow by 1.3% of overnight stays and 2.7% of arrivals; but it is also a market that changes quickly and sees the emergence of new forms of vacation. Here are some of the main trends that have emerged.
Digital is growing In Italy, the digital tourism market is worth € 14.2 billion (24% of the total market, amounting to € 58.3 billion); while the digital component (purchases and bookings) recorded a + 8% compared to last year, the non-digital one a modest + 1%. These are the estimates of the third edition of the Digital Innovation Observatory in Tourism of the Milan Polytechnic School of Management. The transport sector collects the main market share (61%), followed by accommodation facilities (29%) and travel packages (10%).The digital component of the market also grows thanks to the ‘traditional’ actors in the supply chain, such as many accommodation facilities, some agencies, specific tour operators, some services to support mobility, various services in destination.
The new consumption trends In the next year, authenticity, understood as naturalness and uniqueness, is flanked by new consumption patterns that privilege contamination, transformation, rupture, fiction, surreality or hyperreality, in a continuous play between time and space, between search for oneself and overcoming limits. According to the semiologist Laura Rolle, Professor of Semiotics of advertising at the University of Turin, “2019 opens the door to new scenarios and new consumption paradigms that will influence the way in which people will choose brands, products and services in the future, favoring the occasions for disconnection from frenetic, crowded and noisy everyday life, which leaves no room for an intimate and reserved dimension. If change to change will be the new watchword, then the journey will be more and more a path of discovery, of inner growth, of strengthening one’s own abilities, of overcoming a limit “. The tourist will ask for experiences able to activate a change, to stimulate curiosity, to offer inspiration. While the tourist with a high propensity to spend will be devoted to space travel or in the deep sea, the largest audience will seek multidimensional experiences and yet, the tourist fleeing from hyper-connectivity and pollution, will seek out isolated places, hermitages, lighthouses, islands where shipwreck, houses that float, shelters hidden among the trees, uninhabited territories at the edge of the world.
Boom for outdoor tourism In 2018 the outdoor tourism sector is worth around 4.9 billion euros (categories of accommodation and related industries) with a growth forecast of 1.3 percentage points for the next year: these are the estimates of turnover for the sector that they emerge from the first Outdoor Tourism Observatory created by Human Company, a Florentine group active in Italy in the open air sector, in collaboration with Travel Appeal, an Italian startup specialized in data science and artificial intelligence for Travel Industry. Veneto, Tuscany and Puglia are the regions with the richest and most popular offer. The offer, during the summer, focuses on the Italian coasts, chosen by 43.5% by outdoor guests, but with 36.7% even the art cities including Venice, Rome and Florence stand out for the occupation of outdoor housing in the city. The analysis of the reviews shows that Valle d’Aosta, Trentino Alto Adige and Basilicata are the regions most loved by tourists and that reception is the cornerstone of the experience of staying in the structures. Families (66%) represent more than half of the outdoor tourists traveling in 2018 with levels of satisfaction of the offer above the average of the other types. Followed by couples (23%) and groups of friends (8%) that are distributed in a leopard spot on the national territory.

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