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Source Market:Italy

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Source Market Italy
Reference Year 2011
Population 60.6 million
GDP one Year Development 2.6%
GDP per Capita 30,500 €
Travel Propensity total 69%
Holiday Travel Propensity 51%
No. of international Trips 21.8 million
Frequency of int. Trips 0.4 per year
Spending per int. Trip 841 €
Duration of int. Trips 5.9 days
Holiday share of int. Trips 78% of all trips
Main holiday reason 2011: NATURE 13% of population
Main holiday reason 2011: CULTURE 16% of population

Italy is largely a peninsula situated on the Mediterranean Sea, bordering France, Switzerland, Austria and Slovenia in the north. To the south the boot-shaped country consists of the entirety of the Italian Peninsula, Sicily, Sardinia – the two largest islands in the Mediterranean Sea – and many other smaller islands.

Contents

Country Profile

Icon Globe.png Geography/Population

  • Land area: 301,340 km² (country comparison to the world: 72)
  • Population: 60.6 million inhabitants (country comparison to the world: 23); 199 inhabitants/km²; Italian (includes small clusters of German-, French-, and Slovene-Italians in the north and Albanian-Italians and Greek-Italians in the south)
  • Biggest Cities: Capital Rome (3,357,000), Milan (2,960,000), Naples (2,270,000), Turin (1,700,000), Palermo (782,000), Genua (610,000), Bologna (377,000), Florenz (369,000), Bari (320,000), Catania (296,000)
  • Urbanisation: 68% of the Italien population live in cities
  • Religions: Roman Catholic 90% (approximately; about one-third practicing), other 10% (includes mature Protestant and Jewish communities and a growing Muslim immigrant community)
  • Languages: Italian (official), German (parts of Trentino-Alto Adige region are predominantly German speaking), French (small French-speaking minority in Valle d'Aosta region), Slovene (Slovene-speaking minority in the Trieste-Gorizia area)
  • Age structure (Median age: 43.8 years):
0-14 years: 13.8%
15-64 years: 65.9%
65+ years: 20.3%
  • Population projection: Following the European trend there will be small population growth in the near future (2025: 61.1 million inhabitants)

Source: CIA - The World Factbook 2012 [1], UN Population divison 2010 [2]


Icon Vote.png Politics

  • Government type: Unitary parliamentary republic
  • Chief of state: Giorgio NAPOLITANO (since 2006)
  • Head of government: Mario MONTI (since 2011)
  • Administration: 15 regions and 5 autonomous regions

Source: CIA - The World Factbook 2012 [1]


Icon Money.png Economy

2007 2008 2009 2010 2011 2012* 2013* 2015*
GDP (PPP) in billion US$ 1,812.1 1,830.9 1,748.5 1,800.6 1,847.0 1,834.9 1,857.3 1,943.9
GDP development +4.6% +1.0% -4.5% +3.0% +2.6% -0.6% +1.2%
GDP per capita (PPP) in US$ 30,600 30,700 29,100 29,800 30,500 30,100 30,400 31,600
Inflation rate 2.0% 3.5% 0.8% 1.6% 2.9% 2.5% 1.8% 1.3%
Unemployment rate 6.1% 6.8% 7.8% 8.4% 8.4% 9.5% 9.7% 9.4%
*2012, 2013, 2015 data: estimates by IMF, April 2012
  • GDP-composition by sector: services: 73.4% industry: 24.7% agriculture: 2.0%
  • Huge economic gap between North and South Italy
  • The Italian industry is mainly located in the North: metal processing, textile industry, food industry, paper industry, leather industry and building material industry
  • Import- and export: Germany, France, Spain, UK, USA, China (Import), Russia (Import), Switzerland (Export)
  • Currency: Euro
  • Income distribution: The Italian distibution of income is quite balanced (slightly below-average, position 27 worldwide)
  • HDI (Human Development Index): Italy is a „Very High Human Development“ Country (2011: country comparison in the world: 24)
  • Media access: 53% of Italian households with Internet access; 204 phones per 100 inhabitants; ICT Development Index (IDI), worldwide benchmarking of communication infrastructure: Rank 28
  • OECD Better Life Index: Italy performs favourably in several measures of well-being, as shown by the fact that it ranks close to the average in several topics in the Better Life Index. Click here to have a look at Italy's Better Life profile.

Source: IMF World Economic Outlook Database [3], CIA - The World Factbook 2012 [1], DZT Incoming Italien 2012 [4], UNDP Human Development Report 2011 [5], OECD Factbook (2011-2012) [6], ITU International Telecommunication Union [7]

Tourism Demand

Icon Suitcase.png General

  • Travel propensity: 69% of the Italian travelled at least once in 2011, either for business or private purposes [EU27: 72%]. Note: travelling was defined as spending one night away from home, for private or business purposes.
  • "Private" travel propensity:
51% of the Italian travelled – for private reasons – at least once in 2011
  • Travel frequency of the Italian travellers (private or business):
21% of them made exactly one trip in 2011
14% made two
10% made three
11% four to five
8% six to ten
5% more than ten trips

Source: Flash Eurobarometer 334 (2012) [8]


Icon Plane.png International travel

2004 2005 2006 2007 2008 2009 2010
Number of international trips of the Italian 20.2 million 19.8 million 21.1 million 23.0 million 23.6 million 21.6 million 21.8 million
  • Holiday/business/VFR: 78% of the 21.8 million international trips in 2010 were holiday, 14% business, 8% VFR (visiting friends and relatives)
  • Long/short holidays: 65% of the 17.0 million private trips abroad in 2010 were "long" holiday trips (4+ nights), 35% were "short" holiday trips (1-3 nights).
  • Frequency of international travel: on average, every Italian (15+ years old) took 0.4 international trips in 2010
  • Regional source markets: 32% of international trips in 2010 originated from North West Italy, 29% from South Italy and the islands, 22% from Central Italy and 17% from North East Italy.
  • Destinations all international trips 2010:
1. France (20%; 4.3 million)
2. Spain (15%; 3.3 million)
3. Germany (9%; 2.0 million)
4. Croatia (6%; 1.2 million)
5. UK (5%; 1.1 million)
  • Destinations international holiday trips 2010 ("long" and "short" holidays):
1. France (21%; 3.6 million)
2. Spain (17%; 2.9 million)
3. Germany (7%; 1.2 million)
4. Croatia (6%; 1.0 million)
  • Duration of international trips of the Italian 2010: 5.9 nights
International holiday trips: 8.4 nights
International VFR trips: 6.2 nights
International business trips: 4.4 nights
  • International travel spendings 2010: total 18.2 billion Euro - corresponding to 841 Euro per international trip and 142 Euro per night abroad. Note: including all costs of travel and transport at home and at the destination

Source: IPK International: World Travel Monitor 2010. In: DZT Incoming Italien 2012 [4]


Icon Info.png Most important holiday information sources

  1. Internet websites 40% [EU27 with BSR: 40%]
  2. Recommendations of friends, colleagues or relatives 35% [EU27: 52%]
  3. Personal experience 26% [EU27: 32%]
  4. Travel/tourist agencies 22% [EU27: 16%]
  5. Free catalogue, brochures 8% [EU27: 11%]
  6. Paid for guidebooks and magazines 4% [EU27: 7%]
  7. Newspaper, radio, TV 3% [EU27: 7%]
  8. Social media sites 3% [EU27: 5%]
  9. Other 2% [EU27: 2%]

Source: Flash Eurobarometer 334 (2012) [8]


Icon Umbrella.png Holiday travel behaviour 2011

  • Main motivation for going on holidays 2011
  1. Rest/recreation (including Wellness/health treatment) 51% [EU27: 48%]
  2. Sun/beach 30% [EU27: 28%]
  3. Visiting friends/relatives 22% [EU27: 28%]
  4. Spending time with your family 21% [EU27: 32%]
  5. City trip 19% [EU27: 16%]
  6. Culture/religion 16% [EU27: 14%]
  7. Nature (mountain, lake, landscape etc…) 13% [EU27: 18%]
  8. Sports-related (e.g. scuba-diving, cycling etc…) 4% [EU27: 10%]
  9. Other 3% [EU27: 3%]

  • Visited countries for a minimum of 4 nights (at least once in 2011)
  1. Denmark 42% [EU27: 1%]
  2. Spain 16% [EU27: 11%]
  3. Germany 16% [EU27: 5%]
  4. Italy 14% [EU27: 9%]
  5. Sweden 10% [EU27: 1%]
  6. France 10% [EU27: 8%]
  7. Austria 6% [EU27: 5%]
  8. UK 6% [EU27: 3%]
  9. Greece 5% [EU27: 4%]

  • Methods of arrangement (at least once in 2011)
  1. The internet 71% [EU27: 53%]
  2. Through a travel agency 22% [EU27: 23%]
  3. Through someone I know 15% [EU27: 22%]
  4. Over the phone 14% [EU27: 18%]
  5. On-site (place of holidays) 6% [EU27: 9%]
  6. Over a counter of a transportation company (airline) 5% [EU27: 4%]
  7. Other 7% [EU27: 8%]

  • Type of holiday (at least once in 2011)
  1. Holidays where transport and accomodation are bought separately 65% [EU27: 49%]
  2. Package Tour (transport and accomodation are bought together) 28% [EU27: 23%]
  3. All inclusive holiday 25% [EU27: 27%]

  • Means of transport (at least once in 2011)
  1. Car 71% [EU27: 78%]
  2. Airplane 62% [EU27: 46%]
  3. Boat 24% [EU27: 14%]
  4. Train 20% [EU27: 29%]
  5. Bus 15% [EU27: 20%]

  • Accommodation (at least once in 2011)
  1. In paid accommodation (hotel, rented apartment/house etc…) 68% [EU27: 60%]
  2. At friends or relatives 22% [EU27: 34%]
  3. In own property/second home 20% [EU27: 19%]
  4. On a camping site 12% [EU27: 11%]
  5. In another type of location 8% [EU27: 11%]

Source: Flash Eurobarometer 334 (2012) [8]


Smiley.png Main holiday satisfaction 2011

The displayed figure is the mean of a scale with "1=very satisfied", "2=fairly satisfied", "3=not very satisfied" and "4=not at all satisfied":

- Quality of the accommodation: 1.71; total satisfaction (1+2) 91%
- Natural features (weather conditions, landscape etc.): 1.46; total satisfaction (1+2) 95%
- General level of prices: 2.14; total satisfaction (1+2) 79%
- Activities offered (variety and compehensiveness of the tourist offer): 2.47; total satisfaction (1+2) 71%
- How tourists are welcomed (e.g. child friendliness, customer care etc.): 2.24; total satisfaction (1+2) 77%

Source: Flash Eurobarometer 334 (2012) [8]


Return.jpg Returning factors

  1. The natural features (weather conditions, landscape) 49% [EU27: 50%]
  2. How tourists are welcomed (e.g. child friendliness) 22% [EU27: 24%]
  3. The general level of prices 21% [EU27: 27%]
  4. The quality of accomodation 20% [EU27: 32%]
  5. The activities offered 10% [EU27: 17%]
  6. Other 8% [EU27: 8%]

Source: Flash Eurobarometer 334 (2012) [8]


Strichmaennchen Gluehbirne.jpg Holiday plans 2012

  • Interest in countries in 2012
  1. Italy 60% [EU27: 7%]
  2. Spain 8% [EU27: 10%]
  3. France 6% [EU27: 6%]
  4. Greece 5% [EU27: 4%]
  5. Germany 3% [EU27: 3%]
  6. UK 2% [EU27: 3%]

  • Types of holidays planned in 2012
  1. Holidays between 4 and 13 nights 34% [EU27: 41%]
  2. Short-stay trip (up to 3 nights) 16% [EU27: 27%]
  3. Holidays with more than 13 consecutives nights 13% [EU27: 19%]
  4. No decision yet 20% [EU27: 12%]
  5. No trip at all 20% [EU27: 15%]
  6. Don’t know 2% [EU27: 2%]

  • Influence of economic situation on holiday plans 2012
  1. It has not changed my planned holiday 21% [EU27: 40%]
  2. I will go on holiday but I will spend less 29% [EU27: 22%]
  3. I will go an holiday but for a shorter period 16% [EU27: 12%]
  4. I will go on holiday but I changed my destinations 2% [EU27: 4%]
  5. I will not go on holidays 19% [EU27: 15%]
  6. I didn’t plan my holiday for 2012 7% [EU27: 6%]
  7. I do not go on holidays 5% [EU27: 3%]
  8. Don’t know 6% [EU27: 3%]

Source: Flash Eurobarometer 334 (2012) [8]


Traffic links into the Baltic Sea Region

Icon Airport.png Air

Leonardo da Vinci International Airport Rome (popularly known as 'Fiumicino') and Milan Malpensa are Italy's two main hub airports with direct connections to the Baltic Sea Region. Other important international airports are Milan Linate International Airport, Trieste No-Borders Airport ('Friuli Venezia Giuliaand') and Palermo Airport ('Falcone Borsellino'). Please look up the airport links for their current connections into the BSR:

Icon Ferry.png Sea

There is no ferry-connection from Italy into the Baltic Sea Region.

Icon Rail.png Rail

The Italian State Railways provides frequent train services linking all of Italy. Due to geographical reasons, Germany ist the only destination of the Baltic Sea Region which can be reached with an international high-speed train from Italy. In addtion, there is a direct connection from Venice to Moscow, lasting about 59 hours. Timetables and prices can be found at Trenitalia or Ferrovie Italiane.

The most important railway stations with international departures are Milan's Central Station and Rome central station (Roma Termini), which has undergone extensive renovation. For further information about Italy's major stations see GrandiStazioni.

Icon Road.png Road

If you want to go to the Baltic Sea Region by car from Italy, you have to drive trough Switzerland or Austria. The most important roads leaving Northern Italy are and the E43 via Milano and Lugano (Switzerland), E45 via Bolzano and Innsbruck (Austria) and E55 via Udine and Villach (Austria). Another possibility is to use the motorail-train; there are terminals in Alessandria (Piemont), Bolzano, Trieste and Verona with connections to different cities in Germany. For further information see DB Autozug.

For further information on motorways in Italy see here.

References

  1. 1.0 1.1 1.2 CIA - The World Factbook, August 2012 [1]
  2. UN Population division 2010 (Medium variant) [2]
  3. IMF (International Monetary Fund): World Economic Outlook Database, April 2012 [3]
  4. 4.0 4.1 Deutsche Zentrale für Tourismus: Marktinformationen Incoming Italien 2012 [4]
  5. UNDP Human Development Report 2011 [5]
  6. OECD Factbook (2011-2012) Economic, Environmental and Social Statistics [6]
  7. ITU International Telecommunication Union, Measuring the Information Society 2011[7]
  8. 8.0 8.1 8.2 8.3 8.4 8.5 European Commission: Flash Eurobarometer 334, March 2012: Survey on the attitudes of Europeans towards tourism [8]