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