strategic plan for tourism development - venice...
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STRATEGIC PLAN FOR TOURISM DEVELOPMENT
National Governance:
how to build effective dashboards for tourism
THE STRATEGIC PLAN: REASONS WHY
RESHAPING THE TOURISM ECONOMY
BY PUTTING IT AT THE HEART
OF NATIONAL POLICIES,
AND BY IMPLEMENTING A
STRATEGY BASED ON A
UNIFIED VISION
FOR TOURISM AND CULTURE
Tourism is a
main asset of
economic
devopment
01 Tourism and
culture are key
and distinctive
features of the
«Italian Brand»
02
11,8% GDP
12,8% overall employment
Seizing two big opportunities:
THE STRATEGIC PLAN: REASONS WHY
Tourism is a
main asset of
economic
devopment
01
Tourism and
culture are key
and distinctive
features of the
«Italian Brand»
02
Source: COUNTRY BRAND INDEX 2014
Seizing two big opportunities:
THE STRATEGIC PLAN: REASONS WHY
39 members of the Standing Committee for the promotion of
Italian tourism have been appointed by Ministry decree in order to
represent the Institutions ( 7 Ministries, representatives of
Regions and Municipalities), economic players and the Unions.
Their work was coordinated by the Directorate General of
Tourism at the Ministry of Cultural Heritage and Activities and
Tourism.
Over 200 people contributed in writing the Plan and 400 took part
to the States General of Tourism in Pietrarsa (October 2015 and
April 2016).
900 on-line platform participants.
Over 500 hours of debate during work sessions.
Over 8 months in order to collect and organise proposals and
contents.
ALL ONBOARD TOWARDS ONE PLAN
Creation of the Plan has been based -
for the first time in Italy — on adoption
of an open and participatory
method.
Even after its approval, the Plan will
evolve and participation will
continue, stimulating the involvement
of partners, stakeholders, operators
and local communities.
The yearly plans’ outcome will be
constantly monitored to allow both
the progress and effects to be
assessed and to adapt the contents
and tools of the Plan to changes in the
global scenario, new opportunities or
critical issues.
AN ONGOING PROCESS
A mechanism of participation and permanent iteration is thus created,
i.e. repetition/review of the policy process, which is focused on
achieving the vision formulated.
This mechanism may be triggered by:
transformations in the scenarios, identified through a system of
structural and operational indicators relating both to general
progress of the variables associated with tourism and the markets
and to the effects produced by implementing the policies for
tourism (indicators dashboard);
progress or deficits deriving from implementation of the Plan;
cooperation, intuitions and directions of sector institutions and
operators;
consultation of citizens and local communities coordinated through
a dedicated platform.
AN ONGOING PROCESS
We have carried out an in-depth analysis of world tourism data
and forecasts, thus we have outlined a vision, three overarching
principles, goals, objectives and targets to be achieved over the
6 upcoming years by all the stakeholders’ joint efforts.
THE PLAN STRUCTURE
VISION
The Strategic Plan for Tourism has been created using the Logic Models general method, which is applied in EU planning
KEEP TOURISM THRIVING AND BOOSTING
ITS POSITIVE IMPACTS ON THE ECONOMIC,
SOCIAL AND SUSTAINABLE DEVELOPMENT
COUNTRYWIDE.
VISION AND STRATEGIES
TOURIST-CENTRIC
APPROACH
OVERARCHING PRINCIPLES
Three strategic baselines inspire and affect every set of
goals and objectives of the PST:
long-term
aims to fulfill
the vision
4 GOALS
specific
attainments to
achieve a goal
13 OBJECTIVES
operational
schemes to
carry out every
single objective
52 TARGETS
GOALS AND OBJECTIVES
Governance
«Achieve efficient and participatory governance in the
process of drafting and setting the Plan and tourism policies»
D.1 Promote integrated and participative management, while
constantly updating the Plan and encouraging operators
to make choices with a view to sustainability and innovation
D.2 Expand the information and availability of data on tourism
in Italy
D.3 Monitor policies and tourism development plans
GOALS AND OBJECTIVES – FOCUS ON DATA
«Achieve efficient and participatory governance in the
process of drafting and setting the Plan and tourism policies»
D.1 Promote integrated and participative management, while
constantly updating the Plan and encouraging operators
to make choices with a view to sustainability and innovation
D.1.1 Permanent inter-institutional forums at the Tourism DG
D.1.2 Creation of a document/IT system on tourism for
government bodies
D.1.3 Digital communication and exchange systems to provide
guidance and information to operators
GOALS AND OBJECTIVES – FOCUS ON DATA
«Achieve efficient and participatory governance in the
process of drafting and setting the Plan and tourism policies»
D.2.1 Expanding and developing systems to produce and
disseminate tourism-related data
D.2.2 Identifying and implementing relevant indicator systems
D.2 Expand the information and availability of data on tourism
Arrivals; Presences; Average length of stay; Average expenditure;
Number of firms; Change in quality of firms; Number of employees;
Average number/employees per firm; Value added per employee;
Brand reputation; Dissemination on social media; ……..
Tourism sector dashboard
GOALS AND OBJECTIVES – FOCUS ON DATA
«Achieve efficient and participatory governance in the
process of drafting and setting the Plan and tourism policies»
D.3 Monitor policies and tourism development plans
yearly
implementation
Plan’s outcome
nationwide
pervasiveness of
PST
effectiveness of
PST operational
schemes
D.3.1 Creating a monitoring system on PST's results and impacts
PST dashboard
GOALS AND OBJECTIVES – FOCUS ON DATA
«Achieve efficient and participatory governance in the
process of drafting and setting the Plan and tourism policies»
D.3.1 – Quantitative targets 1/2
Improvement of Italy's tourism brand positioning in major and new source
markets compared to peer destination markets
Enhancement of Italy's competitive positioning by using digital tools, social
media and networking strategies
Upsurge of public digitalization projects to develop tourism promotion
services
Increase and trend forecasts on arrivals/stays ratios out of different source
markets towards target destinations
Indicators of flows’ increase in emerging destinations (such as inland ancient
Towns or those areas crossed by the Routes)
Raise of attractiveness and specialisation of main Italian tourist destinations
GOALS AND OBJECTIVES – FOCUS ON DATA
«Achieve efficient and participatory governance in the
process of drafting and setting the Plan and tourism policies»
D.3.1 – Quantitative targets 2/2
European ECST adoption rate (stages 1, 2 and 3) in protected areas
Inbound tourism revenues per visitor by source market
Increase of high-end and luxury accommodations
Tourism start-up birth rate
Growth rate of green businesses and sustainable entrepreneurship models
Increase of collaboration rate across the tourism value chain to overcome
high fragmentation, boost efficiency and improve quality of services
Training adaptation indicators to measure the expansion of human capital
skills base and management/leadership cultures
Number of inter-modal projects launched/funded to improve overall
connectivity
GOALS AND OBJECTIVES – FOCUS ON DATA
WIDE OPEN AND
PARTICIPATIVE
METHODOLOGY
YEARLY IMPLEMENTATION PLAN
53
82
32
15 0
17
34
51
68
85
azioni per obiettivo
182 actions have been proposed for the 4 goals, and 57 more
have been suggested on the platform «Ideas for Tourism»
A B C D
actions per single goal
Living up to our
excellence