Tourism in Tuscany

Facts and figures

Why Invest in tourism in Tuscany 3

World trends in tourism 4

Tourism in Italy and Italian regions 5

Trends in tourism industry in Tuscany 6-9

Diversification of tourism industry 10

Human capital 11

Policy support 12

Tuscan tourism website 13

Key Contacts 14-15

INDEX

2

Unique and highly recognized cultural and landscape assets

Tuscany is one of the Italian leader regions in tourism industry3rd Italian region in terms of tourist presences 22.5 millions of days spent by tourists

Tourism demand is expected to increase expected annual growth by 2% between 2010 and 2030

Tourism industry is well developed highly diversified Many “tourisms”: seaside, cultural, rural, mountain, sports, thermal & wellness, cruise,

business & conferences,…

High quality of hospitality structuresIncreasing share and attractiveness of upscale hotels and resorts

Excellent localization, accessibility and infrastructure availability localized between Milan and Romepresence of two international airports, high-speed rail, highway network

Skilled workforce availabledense network of technical and professional educational structures

3

WHY INVEST IN TOURISM IN TUSCANY

Tourism in the world economy

Source: World tourism organization (UNWTO) 2013

Tourism accounts for - 9% of global GDP and 3.2% of GDP growth in 2012

- 30% of global services export

- 6% of World exports

- 235 millions jobs worldwide

1.035 billion tourists in 20121.8 billion tourists forecasted in 2030

International tourisms receipts are around 1.075 billions US dollars

Asia and Pacific areas record the strongest growth in arrivals in last years

China is the first source market in the world, spending 102 billions US dollars

Tourism in Italy and Italian regionsTourism specialization index in Italian

regions

Molise

Sicilia

Piemonte

Lombardia

Puglia

Campania

Basilicata

Calabria

Lazio

Abruzzo

ITALIA

Umbria

Marche

Friuli Venezia Giulia

Sardegna

Emilia Romagna

Liguria

Toscana

Veneto

Val d'Aosta

Trentino Alto Adige

0 5 10 15 20 25 30 35 40 45

1.72.72.83.13.23.23.24.1

5.45.46.26.26.97.07.3

8.58.5

11.212.3

24.242.2

7.4

20101990

rank CountryTourist arrivals

1 France 832 USA 673 China 57.74 Spain 57.75 Italy 46.46 Turkey 35.77 Germany 30.48 UK 29.39 Russia 25.7

10 Malaysia 25

Tourist arrivals, 2012

Italy is one of the world leaders in tourism

Tuscany is the 4th Italian region in terms of specialization in tourism sector and the 3rd Italian region in terms of tourist arrivals and presences.

Tuscany attracts 13% of foreign tourists visiting Italy and 11% of Italian tourists.

43 millions of tourist presences in 2013

Tourism in Tuscany in age of crisis: outlook

Tourism market in Italy has been hit by global economic crisis. Demand from Italian tourists has been declined, while demand from foreign tourists is increasing, especially from emerging Countries.Tourist expenditure is generally decreasing, but demand for luxury structures is increasing.

Tuscany responded positively to the crisis.1. by reinforcing its international vocation, by attracting more foreign tourists than other Italian regions. Foreign share of

tourists is 50% (Italian average is 44%)2. by attracting tourists from new markets, such as developing Countries3. by adapting to changes in consumer preferences (diversification of offer, increasing role of B&B, farm tourism,…)

Seaside

Cultural

Thermal-wellness

Rural

other

Mountain

0 5000000 10000000 15000000 20000000Tourist presences (2013)

Italians Foreigners

Cultural tourism attracts foreign tourists, while seaside tourist is the main driver for Italian tourists. However, other forms of tourism are developing such as, rural and thermal and wellness, attracting in particular foreign visitors

China

Argen

tina

India

Brazil

Russia

Other

Eur

ope

Switzer

land

Austra

lia

Easte

rn E

urop

e

Franc

e

Germ

any

U.S.A

.

Japa

n00.511.522.5

Tourist presence growth rate (2008-13)

Non European and emerging Countries show the highest growth rates in tourist arrivals and presence

Tourism in Tuscany in age of crisis: impact on the economy

Jobs created or destroyed by sector in Tuscany (2008-2013)

Agricoltura

Industria

Costruzioni

Commercio

Servizi

Settori a elevata incidenza turistica

1.871

-30.728

-12.798

-5.695

-30

2.912

During last years tourist has shown anti-cyclic effects on the Tuscan economy. Activities linked with tourism created job positions, while the other sectors in the same period other economic sectors lost jobs.

Tourism

Services

Trade

Constructions

Industry

Agriculture

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 201320,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

Tourist presences in Tuscany have shown a growth pattern from 2009 to 2013 (with exception in 2012). In 2013 presences reached 43 millions in 2013, after a decline in 2012.

Tourism sector employs directly 8000 firms and 35 000 workers. 5% of labor force work in tourism industry.

Share of tourism in Tuscany economic value has grown by 1% in 2008-13.

Tourist presences

Structural changes in tourism in Tuscany

Short run

(2007-2012)

Long run(1997-2012)

Hotel ***** 67,3 328,9

Hotel **** 13,1 92,4

Hotel *** -3,8 32,5

Hotel ** -9,9 -40,1

Hotel * -17,0 -48,8

Residence 29,9 119,0

Farmhouse 27,7 345,9

Camping 5,3 35,5

Other structure 13,9 172,3

Total 8,9 63,5

Firms operating in tourism

Upscale hotels, residences and farm houses have shown high growth rates

Variations in tourist offer

Overnight stays in Tuscany Expenditure in Tuscany Impact on regional economy

 

World arrivals in 2030

(millions)2030 (millions)

Var.% 2010 2030

2030(millions)

Var.% 2010 2030

Tourist turnover/GDP

Var.% turnover/

GDP

Central Scenario 1.800 124 44% 10.878 48% 7,0% 24%

Pessimistic scenario 1.400 105 22% 9.118 24% 5,9% 4%

Optimistic scenario 2.000 130 54% 12.027 60% 7,8% 37%

Tourist arrivals are expected to increase by 44% from 2010 to 2030.

Most of the demand will come from foreign tourists.

Tourism in Tuscany in age of crisis: forecasts

Diversification of tourist offer

Cultural tourism

Almost 9200 archeological, historical and museum sites

7 UNESCO World Heritage Sites

Seaside tourism

581 km of coastline

National Park of Tuscan Archipelago

Rural tourism

Hill areas cover the highest share of Tuscan surface

4200 rural tourism structure (Highest share of “agriturismi” in Italy)

Links with food tourism and wine production

Mountain, skiing and geotourism

Several ski resorts across Appennini and Mount Amiata

Alpi Apuane Regional Park

Conference, studies and business tourism

Links with Universities and research centers activities

Healthcare and thermal tourism

Tuscany is the most specialized region in Thermal tourism

23 thermal spas across the region

Pilgrimage and religious tourism

Via Francigena (375 km across Tuscany)

Sports tourism

Horseback tourism and cycling tourism are increasing

Universities & Research

• University of Pisa (Campus Lucca): Bachelor degree in Tourism Sciences

• Master degree in Planning and Management of Tourism Facilities• University of Florence• Master degree in Economics and Management of Tourism• University of Siena

High Schools and professional training

• 56 schools offer 90 technical and professional courses• in tourism studies, with 22000 students enrolled

to access and distribute for

major European Markets

Major R&D centers and Universities in Tuscany

Per ogni affermazione diamo cifre di evidenza (+ 1

slide)d

MILANO

ROMA

UU

U

U

GENOVA - FRANCE

• A1 Highway Milan/Florence/Rome/Naples

• A12 Highway to Genoa and France

• Florence International Airport• Pisa International Airport

23

U

S

Tuscany offers a wide network of institutions offering education and/or research applied to tourism

SSS

S

S

S

S

S

S

S

S

S

S

• Livorno harbor• Carrara harbor• Piombino harbor

Human capital in tourism

S

SS

S

S

S

S

S

S

S

S

S

S

S

S

S

S

S

S

S

Policy support

Tuscany Region provides support in localization investment.

Regional IncentivesRegional Administration granted 10.65 Euro billions over the last 5 years to firms for research and innovation activities in tourism industry. Incentives are mainly financed by EU Structural Funds resources.

Main support have been given to investments in ICT

A comprehensive guide for investors aiming to start business in Tuscany is available at www.investintuscany.com

Tuscan tourism website

The official website of tourism in Tuscany promotes the several kinds of tourism within the region. All tourist sectors are promoted, from mass tourism to market niches

It provides information and also allows direct accommodation bookings

Tourism is promoted by means of dedicated website and profiles on social network channels

14

The Promoter

Under the President of Regione Toscana, the government of the Region, an investment promotion program was undertaken to facilitate investments from foreign companies in the field of Cultural Heritage

Along with Toscana Promozione, we support foreign companies willing to locate in Tuscany

Our service is free of charge and strictly confidential

Our experts can help you do business in Tuscany by:

Providing investment opportunities

Scouting and groundwork for potential investors

Establishing leads

Assisting investors: assessment, contacts, negotiation and after-care services

Services for investors

We provide information services for investors wishing to locate their business in our region on issues ranging from incentives and market information to location opportunities

The service is free of charge and confidential

Take advantage of our network. It is at your disposal to give you detailed information, including:

Availability of location opportunities

Macro - economic and sector data

Start-up information

Bureaucratic procedures

European, national and regional incentives and

grants

15

Contact Details:

INVEST IN TUSCANYRegion of Tuscany

Directorate General for PresidencyRegional policies for attracting inward investments

Piazza Duomo, 1050123 Florence, Italy

Tel: + 39.055. 438 2425 / 5033 / 4896Fax: + 39 055 4384135

Email: info@investintuscany.com

www.investintuscany.com