News from our world


The 2FACETHECHANGE project continues. Tourism sector: how to immediatly restart and which strategies to use for 2021?

The Covid-19 crisis is seriously impacting the tourist industry in Italy, as in the rest of the world. 

At global level, the World Tourism Organisation (UNWTO) fears that in 2020 we are going to see a 20-30% drop in the number of foreign tourist arrivals compared with the previous year. A drop that could translate into a decline in international tourism revenue of between 300 and 450 billion dollars, equivalent to seven years’ worth of growth in the sector. As far as the situation in Italy is concerned, the latest report by the National Confederation for the Craft Sector and SMEs (Cna) shows that the current health emergency has paralysed the entire supply chain, which generates around 13% of Italy’s GDP (WTTC figures), accounts for 15% of total workforce and, according to the Bank of Italy, contributes 17 billion euros to the country’s trade balance. The figures are dramatic and apply across the board to all destinations and the entire chain, from hotels to tour operators, who are waiting for precise guidelines in order to organise their restart. 

But what will holidays in 2020 be like? There are indications of a trend towards “undertourism” i.e. soft, smart and small-scale tourism, with a preference for the coming summer for niche destinations and small villages and towns that are not on the major tourist circuits. Without neglecting the new safety measures, new ways of organising space to ensure social distancing and a new approach to tourism products. In all of this, what is the role of marketing communication for tourism industry players?

We asked the managers of Alta Badia Brand, PromoTurismoFVG, Falkensteiner Hotels & Residences, Li.Sa.Gest and Giver Viaggi how they are facing this unprecedented scenario.



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