tourism in italy essay

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The Country I Would Like To Visit – Italy (Essay Sample)

Whenever you ask a person about what they want to do the most in life, the most obvious reply they will give you is they want to travel the world. Every one of us has a fantasy to travel and explore the whole world. When you think about top countries to visit, Italy can never be overlooked. Italy is a beautiful country located in the south-central Europe region. It is rich with ancient history, culture, Italian art, and countless cuisines. Italy is home to the most number of UNESCO world heritage sites (55) in Europe. It is certainly a tourist destination that doesn’t require any introduction that is why it tops my list of countries that I want to visit. In this essay, I will explain why I would like to visit Italy before going anywhere else.

Table of Contents

Italy – The Country I Would Like To Visit – 700 Word Long Essay

Italy is a top tourist destination that requires no introduction. It is quite difficult to find a better country to visit that is more diverse, multifaceted, and rich in culture and food like Italy. The amazing thing about this country is that every traveler will surely find something of interest in a country like Italy. This country is unbelievably rich in culture, ancient history, beautiful natural scenery, ancient ruins, majestic mountains, and amazing Italian cuisines to name a few. These are some of the reasons why Italy tops my list of countries that I would like to travel to. In this essay, I would try my best to make you fall in love with this country so that it becomes a top destination for you too.

Secondly, I would want to visit Italy because of the mouth-watering foods and delicious Italian cuisine. Italian cuisine is said to be the finest and rare delicacies when it comes to food. As a food lover, I would love to taste the wood-fired pizzas, Tuscan pasta, good house wine, Italian spaghetti, famous Italian tomato sauce, and all other Italian foods. It is no secret that Italy also has the best red wine in the world. People travel from all over the world to go and taste the fine red wine the country offers. The Chianti, Lombardy, and Piedmont vineyards are indeed some of the world’s best with unmatched consistency.

I would like to visit Italy because of the ancient art and culture the country has. Italy is home to the 55 UNESCO world heritage sites, which is more than any other country in Europe. 50 of these ancient landmarks are cultural and 5 of them are natural. When it comes to landmarks Italy is full of beautiful churches and wonderful museums that are just too good to be overlooked.  In fact, you can’t even move around Italy without bumping into one of the world’s heritage sites. The Papal kingdom, the Renaissance of noble families, and smaller cities like Florence are also very rich in ancient history and culture. These cities will take you on an ancient roller coaster and you will also start to feel like an archeologist.

When it comes to beautiful natural scenery there is nothing that can beat Italy. The country is blessed with natural beauty all around with soaring mountains, great beaches, picturesque lakes, and off-course the longest coastline among all the European countries. The whole country is just magnificent with mesmerizing views. That is just one of the reasons why I would love to visit the country of Italy.

It is impossible to talk about Italian history without mentioning the poets and artists like Leonardo da Vinci, Michelangelo, and Donatello. Italy has the best crop of painters in the world. The pieces of art that Leonardo da Vinci and Michelangelo painted are currently worth millions of dollars. The ancient Roman ruins are also sites that I want to see. History is a big part of their culture and it played a key role in shaping Italy. It is also one of the reasons why I want to visit Italy before any other country

The Italian cities are also, for lack of a better word, legendary. The Italian cities boast modern as well as ancient looks which makes them unique and amazing at the same time. The beautiful cities of central Italy, southern Italy, and northern Italy add to the rich culture and traditions. Most popular Italian cities that include Venice, Rome, Cagliari, Siena, Florence, Naples, Genoa, Milan, and Palermo are all unique in their own way. Not to forget the beautiful yet small and independent Vatican city that is home to amazing architectural wonders like none other. As ancient as it sounds the city of Rome is home to the Colosseum that is one of the 7 wonders of the world. Rome is a city that is thousands of years older and is full of ancient history as well as archeological treasures. The roman empire is still known for the great roman army that ruled there for more than 1000 years. 

In conclusion, these are the reasons why I want to plan a visit to Italy before any other place in the world. It is truly a remarkable country filled with adventure, beautiful scenery, amazing restaurants, tasty cuisines, and ancient history that you don’t want to miss out on.

Short Essay About Why Visit Italy – 300 Word Short Custom Essay

When it comes to top tourist destinations in the world, no one can skip Italy as it is one of the most loved tourist countries in the world. Incredible natural beauty, amazing food, artistic cultural heritage, and history that dates back millennia are just some of the reasons everyone should visit Italy once. The country is full of archeological and cultural treasures. It’s one of a kind when it comes to beautiful beaches, ancient cities, legendary artists, and breathtaking architecture. Here are the reasons why everyone should visit Italy once in their lifetime.

Let’s start by talking about the diverse landscape of Italy. With over 8000 kilometers of coastline and more than 400 islands, you are never far from a beach. When it comes to landmarks Italy is home to 55 UNESCO recognized world heritage sites. It also has beautiful museums and breathtakingly amazing churches with unmatched architecture. Italy is so rich in history that you can’t even walk around without bumping into one of its archeological treasures.

Secondly, Italy is home to the best restaurants in the world making it nothing less than a food heaven for food lovers. The Italian cuisine, Italian red wine, Italian cheese, and the world-famous gelato along with other seafood are hard to say no to. The cities of Italy including Venice, Rome, and the Vatican City are also very rich in culture and traditions. It’s surprising how different these cities are from each other and visiting each one is a different experience.

In conclusion, Italy should be your first choice whenever you get a chance to travel around the world. The country is nothing less of a treat for all your senses and you will also agree with me once you visit Italy yourself.

Do you like these sample essays about Italy- The Country I Would Like to Visit? Reach out to Essay Basics to get a professionally written plagiarism-free and unique custom essay on any topic in less than 3 hours.

FAQ About Why I Want to Visit Italy

What’s so special about italy.

There are more than 55 UNESCO recognized heritage sites in Italy, which is more than any other European country in the world. Italy is also home to the Colosseum, ancient ruins, and other historical landmarks.

What Are Top 5 Places To Visit In Italy?

The Colosseum in Rome, canals in Venice, the Amalfi Coast, Lake Como, and the large island of Sicily are the top 5 places to visit in Italy.

Art & Culture Travel Blog

My travel diary: four days in rome.

• Tea Gudek Šnajdar

My travel diary: Four days in Rome blog post was first published on Culture Tourist on 14 February 2017 and updated on 16 May 2023.

Last month I spent four days in Rome. The city was busy, loud, and filled with cars, but also calm, monumental and beautiful at the same time. It was my first time in Rome, so I wanted to see everything: Roman ruins, museums, beautiful architecture. But I also wanted to get a glimpse of the everyday life in the Eternal City and enjoy wandering its streets, meeting some locals and tasting delicious Italian food.

Four days in Rome

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During my four days in Rome, I managed to experience all of that. It’s a beautiful city and, for a reason, one of the most popular places in Europe.

Day one in Rome

My four days in Rome started rough. The night before, there was a massive storm in Amsterdam, so I was worried about our flight. But everything was more than perfect in the end. It was a calm flight, and we came to Rome around 2 pm.

After checking in at our hotel, we went for a short walk towards one of the most famous sites in Rome, the Colosseum. It’s always exciting to see those very famous buildings for the first time in your life. I felt like a child, remembering when I saw that fantastic building for the first time in my school book. And how far and distant it looked to me back then.

⤷ TIP : If you’re planning to spend four days in Rome as I did, getting Roma Pass Card is a good idea. It includes free public transport and free or discounted entrances to many museums and attractions. You can check out the Roma Pass card on this link .

Learning how to cook like an Italian

Oooh, Italian food… It’s my favourite cuisine! I could eat pasta every day and finish every single meal with tiramisu .

We wanted to learn more about Italian food during our trip to Rome, so we booked a cooking workshop for that evening. First, we made the pasta dough, and our teacher Roberto taught us which flour combination works best. I expected making pasta to be much more complicated, but it was pretty easy. We also made a matriciana sauce for pasta, tomato bruschetta,  some antipasti as a starter and a nice dessert – c iambelle al vino . And I am very proud of us because everything was delicious!

⤷ Read more : Exploring Rome with the Urbs App

Day two in Rome

Exploring vatican city.

After a delicious Italian breakfast and a coffee, we walked towards the Spanish steps, Trevi Fountain, Pantheon and Piazza Navona. Rome is filled with beautiful architecture, so you stumble to fantastic masterpieces around each corner.

We planned to visit Vatican City in the afternoon to see its famous museums and St. Peter’s Basilica. Since it’s such a fantastic piece of art and home to numerous paintings and statues, we decided to have a guided tour there and learn as much as possible about it.

After a long search, I booked this small group tour in the Vatican . And it was such a wonderful experience! Our guide Alessia took us on a three-hour-long walk around the Vatican museums, Sistine Chapel and St. Peter’s Basilica. The Vatican is so huge and filled with incredible artwork it would be completely impossible to see it on our own.

Vatican Museums is undoubtedly one of the best museums in Europe , treasuring so many masterpieces from Antiquity to the Renaissance time. I especially liked the mosaics and the gallery with frescoes depicting old maps of Italy. And the stories behind them – stories about artists, popes and aristocratic families of that time.

At Sistine Chapel ,  we were amazed by Michelangelo’s persistence and artistic talent. And St. Peter’s Basilica is a masterpiece itself. It really is the Cathedral of the World. Every detail in it is beautiful, from Michelangelo’s Pieta to Bernini’s Baldacchino.

⤷ TIP : If you’ll visit the museum on your own, get your online ticket in advance and avoid long queueing that way. You can get your Vatican Museums and Sistine Chapel skip-the-line ticket on this link .

After our tour, we went to St. Peter’s Square. While looking at the famous Basilica, I was overwhelmed with the feeling of appreciation and respect for all the people working on those masterpieces I’ve just seen. Standing there and looking at the sky just cleared from the rainy clouds gave me the feeling of standing in a special sacred place. It was one of the moments I will remember forever!

⤷ Read more : What to see in Vatican City

Day three in Rome

Ancient rome.

Rome is best known for its old Roman architecture and archaeological sites. Colosseum and Roman Forum are the most famous places from the Classical Antiquity. We wanted to see both, so we arrived right after breakfast, and it was already quite busy.

Although the place could use a lot of organisational improvements, it is still stunning! It is a massive archaeological site with triumphal arches, columns and old temples. We should have bought tickets in advance before we got there. Because we didn’t do that, we had to wait for quite some time to get inside. However, I’ll get there with a guided tour if I revisit it.

⤷ TIP : To avoid repeating my mistake, here is the Colosseum and Roman Forum online ticket . And here is the three-hour-guided tour around them.

We spent the whole morning exploring this interesting area of Rome. So, after that, we were ready for a nice Italian lunch!

We listened to the recommendation we got from our guide and went to Trattoria Luzzi , which is close to Colosseum. It had everything a typical Italian restaurant in Rome should have. A long line of people was waiting to get inside, the waiters were loud and entertaining, and the food was terrific! I just loved it! The food was so delicious that I didn’t have time to take any photos of it.

⤷ Read more : 20 Archaeological sites you have to visit in Europe

Afternoon in Trastevere

If you’ve been following the Culture Tourist blog for some time, you know how I love to explore local residential areas of the cities I’m visiting. It always gives me a great insight into the local culture and everyday life of people living there.

That’s why we spent one afternoon exploring the charming Trastevere neighbourhood during our four days in Rome. It’s a colourful area with narrow streets, clothes drying on the balconies and plenty of small cute cafés and restaurants.

As a massive fan of ice cream, I didn’t want to miss the opportunity to try some gelato during our four days in Rome. We went to an excellent biological patisserie at Trastevere, where I treated myself to a delicious scoop of ginger-honey gelato!

Well, I am really craving it right now…

It was a beautiful sunny afternoon, so we wandered alongside the Tiber River. There are so many beautiful buildings next to it, with Castel Sant’Angelo being my favourite. The bridge in front of it, with all those sculptures of angels, is just stunning. It would make a perfect setting for some exciting thriller movies.

With a combination of beautiful Roman architecture and golden hour, we couldn’t resist taking our cameras out and trying to capture that beauty. We definitely understood why Rome is called the Eternal City.

Day four in Rome

It was our last day in Rome, and since we had a few hours left before catching our flight, we met the Angel Tours again to join their short free Pantheon tour . Everyone knows that building well, but I started to look at it with a new pair of eyes after our guide explained its architecture, symbolism and significance. It’s such a magical place.

⤷ TIP : Get your Pantheon entrance ticket on this link .

After I spent four days in Rome, I realised it is not an easy city. You can feel it has its own problems. But it is an eternal city! The one that will always inspire people and the one to which they will always return. Read about it before your trip, buy the tickets for museums and archaeological sights in advance, and learn about it during the guided tour! And then just wander around it for the rest of your trip.

And in the end, don’t forget to throw a coin to the Trevi Fountain, so you’re sure you’ll come back!

Finally, I recommend Angel Tours and our great tours with them in Rome. I am not related to them, and this is not a sponsored post. I am just genuinely amazed by their work, the great guides we had and their professional approach. So, a big shout-out here for the Angel Tours! Thanks for the lovely time we had in Rome with you!

Would you like to explore more of Italy?

10 Cultural spots to visit in Florence

How to travel around Tuscany on public transport?

North Italy road trip: Milan, Lake Como, Trento & Verona

Three days at Lake Como

Quick Verona Guide

Four days in Rome , Italy , rome , Travel diary

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The revitalization of Italy as a tourist destination

1996, Tourism Management

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Italy’s International Tourism Environment Report

Key tourism and migration issues post ww2.

“Migration is difficult to define for many reasons. Firstly, migration involves movement with a spatial and a time dimension. Its definition requires establishing criteria pertaining to each aspect, to some degree subjective and arbitrary” (Bilsborrow 1998, p. 3). Bilsborrow (1998) goes on to state that, for a movement to be considered as migration, one must travel across a political or administrative boundary and then reside in that new place of residence. Since 1998, Italy has received about 7,112 asylum applications that increased by about 380% compared to the applications made in 1997 (Accardo 2012). Most of the asylum applications that the country has gotten originate from countries like Iraq, Serbia, Turkey and Montenegro. In effect, refugee status was awarded to about 29.6% of decisions of applications that were granted in 1998.

The country has further hosted about 5,816 people from Macedonia in 1999 following the NHCR/IOM Humanitarian Evacuation Programme (Pridham 2001). In 2004, the number of asylum seekers seeking to gain entry into the country was zero, even though the country had about 15,604 refugees and 886 stateless persons of concern to United Nations High Commissioner for Refugees (UNHCR). The net migration was further estimated at 2.07 migrants per 1,000 populations in 2005. Thus, Italy is suffering from a migration problem with most of the migrants coming from the war zone countries. For instance, the coastal town of Sicilian at the Porto Empedocle boasts about 9,480 immigrants that have already arrived in the country, with a total of 31 deaths of people that were trying to cross into Italy from North Africa.

One major problem that the country is however facing is that the north and the south will not agree on how to handle the migration problem that is currently affecting the country (Massidda, Etzo, & Piras 2014). In effect, there is a north-south divide, with cities located in the south of the country like Puglia, Sicily and Campania being forced to bear the migrant burden and the North refusing to offer any assistance to the problem. Notably, the migrant problem has invaded Italy with many migrants from different countries coming to the country.

The negative effect of the problem is felt on the exertion to the country’s natural resources and security, as the government has accepted to host all the migrants making the people quite angry. However, the country complains that it does not have a choice other than to host the migrants owing to the fact the most of the EU partners located in the north have evaded the migrant problem responsibility facing countries in the south of the Mediterranean to handle the problem, without their support (Squires 2009).

In response to mitigating this problem, Italy has stated that it could consider issuing new migrant with temporary travelling documents, thus, giving them the opportunity to travel throughout the borders of Europe. In effect, this move could be contrary to the Dublin record which requires that such asylum requests be processed by the receiving member states where the applicant arrived (Salis 2012). Further, the country is also contemplating restricting the British, German and French boats from dropping the migrants rescued from the Mediterranean at its borders and ports, to force these countries into taking responsibility for these people.

An Internal and External Assessment of Tourism in Italy

The state of inbound tourism in italy.

International inbound tourists are referred to people that travel to an individual country other than their normal country of residence, and outside their customary environment for not more than a year for the purpose of visiting other than conducting remunerated economic activities. Notably, the number of inbound visitors travelling to Italy from other emerging nations is still small; though there is a steady increase. Noting from the impact they pose when they go to Italy, the arrival of tourists from Russia account for about 2.3% of the total inbound nights in Italy (Baldigara, Pagliuca & Rosciano 2012).

This figure has steadily risen from 1 635 639 in 2004 to 3 730 458 in 2008. Another emerging country, Brazil, also accounts for about 0.8% of the total number of inbound tourists to Italy, while China also accounts for 0.8%. Further, visits from India are also increasing steadily though its increasing share of inbound markets is about 0.24%. However, there are numerous changes like lifestyles, values and demographics of people from the developed countries, which tends to affect the demand for tourism in Italy (Figueroa & Moseder, 2015). In effect, this has resulted in fragmented tourism markets with the emergence of novel niches like retired travellers from the developed nations, the need for health tourism in the developed countries among others. Consequently, these niche markets tend to demand new tourism experiences other than the traditional offerings existing in the market.

Notably, the change in tourism niches tends to affect tourism demand in Italy, meaning that the country may have to re-evaluate the nature of its current business. Further, there has been a new demand for tourism with most consumers choosing to travel to destinations that are closer to home following the effects of the economic crisis on most people’s financial status. This has resulted in a longer-term trend of tourism demand, other than the frequent visits that would be characterized by extended stays. In fact, from 1998 to 2008, residents in the EU have increased the holiday trips they make to about 47% with a rise in shorter trips at about 75% and a reduction in long trips by 25% (Etzo, Massidda & Piras 2014b).

Outline of Italy’s Commitment to Tourism

The government of Italy has come up with a plan to revamp the tourist state of the country. The plan includes an amendment of the regulations that govern hotel buildings, a review of the tourist taxes, and analytical use of the available public funds targeted for use in the sector. Also, the government commits to the education and training of potential aspirants seeking to work as hoteliers or graduates in the tourism industry.

The first proposal is the need to implement a law that would be keen on the regulation of hotel buildings. This law proposes that the present statute on hotel buildings, especially those that are owned by families should be amended to allow for their reconstruction into houses of office space so that the owners of these dilapidated structures can find it easy to exit the business. This is because while Italy has many hotel rooms and space, its occupancy levels are low owing to the nature of these buildings (Angeloni 2013)

Another government plan is to create a national tourism fund. This public fund will be solely reserved for the tourism sector through which allocated taxes will be reserved and assigned to the tourism industry. Notably, hotels and bars in Italy are highly charged at about 10% compared to the 7% charged by hotels and restaurants in other European countries ( OECD Tourism Trends and Policies 2014 ) . Owing to the high taxes charged, the 3% difference should be channelled to the tourism sector. Further, the local taxes that are levied on overnight hotel guests should be made standards and applied to effect change in the tourism industry. In response to achieving this plan, the secretary of state has specified some guidelines as a national strategy through which the tourism sector in Italy can be revamped. Among the actions that the plan is looking to implement are:

To set up a task force that is keen on the promotion of Italy as a tourist destination. One way through which these goals are going to be made possible is through strong advertising and marketing of Italy as a tourist destination (Presenza 2005 )

Improve both local and international administration to effect positive change in the country’s service networks, logistics and infrastructures. This is going to be made possible through signing treaties with tour operators’ from other countries among others.

Improve the nature of the national observatory of tourism. This improvement is to be carried out with the intention of improving data reliability and collection to ensure appropriate information management.

Spatial Analysis of the Key Attractions, Tourism Products and their Access in Italy

Italy’s key attractions can be categorised into three. These are the cultural attractions, environmental attractions and social attractions. Cultural attractions comprise of the essential cultural inventories and art features that increase the appeal of the country (Di Lascio, Giannerini, Scorcu, & Candela 2011). These are historic buildings, churches, museums, castles and archaeological sites. Environmental attractions are those that enhance the appeal of the environment to the people. These are like available parks, the number of protected areas, and natural assets like mountains, beaches and lakes. Third, are the social attractions that determine the intensity of social activities carried out by the people. These include historical celebrations, religious festivals, gastronomic fairs among others (‘Italy 2015 Country Review’ 2015).

Tourism attractions in the country are categorised and recognised through their regional existence. Among the key regions with attractions are Lombardia, Piemonte, Friuli-Venezia Giulia, Veneto, Liguria, Emilia-Romagna, Marche, Toscana, Umbria, Lazio, Campania, Basilicata, Puglia, Sicilia and Sardegna. Rome, Venice, and Florence are the top three destinations for tourism in Italy. Other tourist attractive locations are Milan, Turin, Bologna, Naples, Padua, Genoa, Sardinia, Perugia, Sicily, Salento and Cinque Terre (Goffi 2013). The two attractive factors in each of these locations are the historical and the geographic nature of these regions. Notably, the Roman Empire, middle ages and renaissance have constructed many attractions that tourists love to visit (Patuelli, Mussoni & Candela 2013).

Also, many other cities in the north also use the Alps as a great source of attraction to carry put winter sports, while the towns on the coast of the country are known for their appeal due to the presence of the Mediterranean Sea, which tends to attract many tourists looking to bask in the sun. Notably, Italy is the home to approved forty-three UNESCO world heritage sites as compared to any other country. These are through cities like Siena, Verona, Vicenza, San Gimignano, Ferrara, and Urbino, while Ravenna is known for being the home of eight different internationally known tourist sites. Ideally, Italy is an authentic museum carrying about 655 of the worlds’ total artworks and monuments.

Among the products that Italy has to offer are seasides. The Seaside continues to represent the largest area of tourist attractions in Italy. Another product that the city has to offer in the art cities that constitute about 22% of the products that domestic markets love to see. They are also the main attraction source for inbound tourists at about 38%. However, other tourism products are steadily growing and gaining visitor traffic in the country. These products are normally a combination of destinations and include agri-tourism, cruise tourism and food tourism. Further, The Intesa Sanpaolo study shows that the country has also had a considerable increase in other products like yachting and cruise tourism.

Also, the tourism concept of the country has significantly changed evolving from docking regions to residential villages. In effect, the state is taking advantage of this evolution to offer packages and products like lodging and mooring locations around the marinas and ports. Thus, there is the development of complex apartments and commercial activities. The new trend is to offer combined packages of lodging and mooring places; therefore, around the new ports and marinas, a complex system of apartments, commercial centres and stores.

An Analysis of the Regulatory, Legal and Business Environments of Italy

Political analysis.

Italy is one of the most politically stable countries in the world. However, the northern part of the country is largely xenophobic meaning that citizens from the north do not tolerate outsiders. Among the primary outsiders that are not welcome are Africans and Arabs. It is assumed that these populations of people come into the country to exploit their economy and compete against the available resources. However, inbound tourism statistics have shown that there is an influx of in-bound tourists from emerging nations like India. As such, this kind of behaviour discourages tourist activities for fear of security and safety (Schmidt & Gualmini 2013).

Economic analysis

The economic analysis of the country shows that there is a disparity between the north and the south regarding development. The south of Italy is less developed compared to the north of the country as it has poor infrastructure and inadequate opportunities. Further, there is an inadequate density of motorways in the southern city of Mezzogiorno as compared to the north. Such a difference in economic development tends to impact on the accessibility of the areas to remote place leading to poor tourism.

Legislations

Italy faces a host of environmental problems. Among the critical environmental issues that the country faces are air pollution and water pollution. While it is the responsibility of the ministry of culture and environmental quality, most of the responsibility and conservation has been left for the regional authorities. While there is a principle law, known as the Merli law responsible for the care and conservation of the environment, enforcement has been impractical (‘Country Reports – Italy’ 2015). Owing to the environmental issues that the country is facing and poor legislative to enforce environmental protections, the country is likely to face a problem of exhaustion of its key artefacts’ from erosion, flooding among others. In the end, this will affect the number of present tourism attractions.

Key Competitors of Tourism in the European Region

Italy is one of the sought after tourism destination. The demand for this country progressed over the years up to about 43.4 million visitors in 2009. Thus, Italy is the fifth in world tourism ratings, with its greatest competitors being the United States, France, China and Spain. A comparison of the statistical tourism performance in the country shows that Italy’s tourism number has greatly improved over the years with about 2.9% of annual growth every year.

While France is its greatest competitor, Italy has outperformed France with a slightly higher arrival percentage at about (2.7%) and 2.1% above that of Germany. However, this has been below Spain’s arrival numbers by at least 3.3%. Such a performance compared to the competition is considered good being that the country no longer has a fast-moving advantage and has developed tourism resources. Compared to other EU countries, Italy’s tourism balance was the second-best in 2008 after Spain’s EUR 28.1 billion, and better than Greece’s EUR 9 billion Austria’s 7 billion Euros (Bulin 2014). Notably, inbound tourism in Italy has performed well over the last 20 years. Such a performance gas enabled the country to perform well regarding market shares in the region.

However, an evaluation of the country’s competitive nature in regards to prices gives mixed results. For instance, while the evolution of tourist products in Italy has been favourable compared to the country’s main competitors, there has been the effect of negative indications of tourism mainly due to visitor perception (LaMondia, Snell & Bhat 2010). Nonetheless, the cultural attractiveness of the country is considered one of the key tourism strengths, while the quality of services offered is a key weakness. However, the productivity growth in the country is slow since 2000 which is also affecting the country’s tourism productivity (Lennon 2003).

Regional Agreements and Global Political Issues That Have Influenced Tourism Flows in Italy

Italy is one of the regional members of the European Union. Being a member of the union implies that the entire region becomes a single market, through which the flow of goods, capital and services are allowed. Notably, citizens from these member states are also able to move freely into the country as they seek to tour Italy. This has an impact on the level of tourism floes on the country (Peeples 2012).

SWOT Analysis of Italy’s Tourism Business

An analysis of the issues affecting Italy has shown that the country’s tourism sectors are active. A key strength is a high cultural attractiveness with the advent of historical sites and artefacts that attract people into the country. Further, the country enjoys a robust population of ancient resorts that make it more attractive to tourists coming in. Most of these resorts date back from the time of the Roman Empire to the development of key cities like Naples, Pompei, and Capri, among others. Further, there is a host of key destinations that people could visit as they tour the country ( OECD 2011 ) .

These are like the cities of Venice, Rome, Milan and many others. A key weakness is the xenophobic nature of the northern people, which could essentially disrupt tourism to the region. Also, the south is underdeveloped infrastructure wise meaning that it might be hard to explore the key attractions in the area. This is mainly in reference to the facilities available, the buildings in place among others. The poor quality level of services in the country is of great concern to the tourist industry as these tend to impact on the competitiveness of the European Union region.

Possible Strategies that the Tourism Authority Could Implement

There is a high likelihood for Italy to develop its tourist industry and flows. This is possible if only the government can undertake a host of strategies as explained below.

First, it is necessary that the country’s tourism authority reanalyses the nature of product quality offered to tourists in the country. Through the research, it has been seen that Italy is price competitive as compared to its competitors like France, Spain among others. However, it still gets a slow influx of tourists owing to the poor service quality offered. Thus, a key strategy that the tourism authority in the country could apply is through providing incentives to service providers in the service industry so that they will be encouraged to improve their delivery.

Another strategy that the tourism authority can apply is through creating tourism niches. A tourism niche refers to various tourism activities that are preferred by different tourists (Novelli 2005). Research has shown that major tourists are seeking health tourism programs, wine tourism activities, among others. In this case, the tourism authority could repackage its offerings to include products that are attractive to given market niches. This way, the country is able to expand its product range.

Reference List

Accardo, FM 2012, ‘Observations on the state of Tourism in Italy’, International Business Research, vol. 5, no. 4, pp. 67-70.

Angeloni, S 2013, ‘The strategic plan for tourism development in Italy’, Economia. Seria Management , vol. 16, no. 1, pp. 106-120.

Baldigara, T, Pagliuca, MM & Rosciano, M 2012, ‘A comparative study of Italy’s and Croatia’s inbound tourism statistics’, Faculty of Tourism and Hospitality Management in Opatija, Biennial International Congress, Tourism & Hospitality Industry, pp. 215-227.

Bilsborrow, RE 1998, Migration, urbanization, and development: new directions and issues, Kluwer Academic Publishers, Netherlands.

Bulin, D 2014, ‘EU travel and tourism industry – a cluster analysis of impact and competitiveness’, Global Economic Observer, vol. 2, no. 1, pp. 150-162.

‘Country Reports – Italy’, 2015, Italy Country Monitor , pp. 1-20.

Di Lascio, FM, Giannerini, S, Scorcu, AE, & Candela, G 2011 , ‘ Cultural tourism and temporary art exhibitions in Italy: a panel data analysis’, Statistical Methods & Applications, vol. 20, no. 4, pp. 519-542.

Etzo, I, Massidda, C, & Piras, R 2014b, ‘Migration and outbound tourism: Evidence from Italy’, Annals of Tourism Research , vol. 48, pp. 235-249.

Figueroa, A, & Moseder, Dk 2015, ‘Selling Italy’, Travel Agent , vol. 345, no. 11, p. 10.

Goffi, G 2013, ‘A model of tourism destination competitiveness: the case of the Italian destinations of excellence’, Anuario Turismo Y Sociedad , vol. 14, pp. 121-147.

‘Italy 2015 Country Review’, 2015, Italy Country Review , pp. 1-323.

LaMondia, J, Snell, T, & Bhat, C 2010, ‘Traveler behavior and values analysis in the context of vacation destination and travel mode choices: European Union case study’, Transportation Research Record: Journal of the Transportation Research Board , no. 2156, 140-149.

Lennon, JJ 2003, Tourism statistics: International perspectives and current issues , Cengage Learning EMEA, New York.

Massidda, C, Etzo, I & Piras, R 2014, ‘Migration and inbound tourism: an Italian perspective’, Current Issues in Tourism , pp. 1-20.

Novelli, M (Ed.) 2005, Niche tourism: Contemporary issues, trends and cases , Routledge, New York.

OECD 2011 , OECD studies on tourism: Italy: Review of issues and policies, OECD Publishing, Paris.

OECD Tourism Trends and Policies 2014, Organisation for Economic Cooperation and Development (OECD), Paris.

Patuelli, R, Mussoni, M, & Candela, G 2013, ‘The effects of World Heritage Sites on domestic tourism: a spatial interaction model for Italy’, Journal of Geographical Systems, vol. 15, no. 3, pp. 369-402.

Peeples, SA 2012, A niche trend in the tourism market: Wine Tourism in Italy . Web.

Presenza, A 2005 , ‘ The performance of a tourism destination. Who manages the destination? Who plays the audit role’, In XIV International Leisure and Tourism Symposium ESADE. Web.

Pridham, G 2001, ‘Tourism policy and sustainability in Italy, Spain and Greece: A comparative perspective’, Environmental Politics in Southern Europe, vol. 29, pp. 365-391.

Salis, E 2012, ‘Labour migration governance in contemporary Europe: The case of Italy’, Fieri Working Paper. Web.

Schmidt, V, & Gualmini, E 2013, ‘ The political sources of Italy’s economic problems: Between opportunistic political leadership and pragmatic, technocratic leadership’, Comparative European Politics, vol. 11, no. 3, pp. 360-382.

Squires, N 2009, ‘ Italy to stem a human tide of immigrants ’, The Christin Science Monitor , Web.

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Tourism In Italy Essays Example

Type of paper: Essay

Topic: Italy , Tourism , Beach , Infrastructure , Beaches , Ski , Tourists , Resort

Words: 1900

Published: 03/08/2023

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Introduction

At present, tourism is one of the most promising sectors of the world economy, ensuring the satisfaction of one of basic human needs - the need for rest. Many countries are rich in cultural and historical areas, but Italy should be highlighted among all of them, because of its unique architecture, history, culture, and mainly because of the great importance in tourist activity. The “face” of the country has changed dramatically over the last century. The fame of modern Italy is provided not only by producing automobiles, chemical products, fashionable clothes and shoes, popular worldwide films, but also by the beautiful Mediterranean landscapes, snow-white peaks of the Alps, the orange groves of Sicily, the Tuscan vineyards and Lazio, a gold mine of countless monuments of the centuries-old Italian culture.

The purpose of this essay is to reveal the tourist potential of the tours to Italy.

Body The topic of the essay is very important, because there are many reasons why the tourism in Italy is very popular. These reasons include: 1) The excellent climate and beautiful nature. Very few places on earth can compete with the beauty of landscapes of Italy. Italy is a strong competitor to such countries as Spain, Montenegro, France, Turkey and Egypt. An excellent service is here and a very well-developed beach infrastructure. If we add this to all the riches of Italian nature, it becomes obvious why millions of tourists every year choose Italy. Italy beaches worth to be visited at least once in a lifetime. 2) A large number of attractions that have come down to us from the ancient times. There are many historical sites and monuments, so the tours to Italy are very popular. More than 40 million tourists come to Italy every year to look at the remains of the former glory of the Roman Empire. Strict Rome, romantic Venice, funny Florence, night mysterious Naples and Arezzo - all these cities will give the tourist an unforgettable experience of a trip to Italy. The famous Colosseum, the Leaning Tower of Pisa, Venice Carnival – the attractions of Italy can be listed for a long time. Everyone knows that Italy is a country of great artists. There are many museums and art galleries where you can see the works of Da Vinci, Michelangelo, Raphael, Giotto, Titian or Altikero. 3) Italian food: risotto, ravioli, pasta, Chianti, pizza. Local cuisine is considered one of the most fashionable in the world, as the chefs often use a very original combination of ingredients. 4) The Alps and prestigious ski resorts. They have become popular in the last century, and today this tourism area includes well-equipped slopes, the great network of ski lifts and plenty of entertainment: from bars and restaurants to discos and nightclubs. Alps can rightly be called a paradise for skiers. The biggest success enjoyed San Martino di Castrozza, Araba, Val di Fassa, Alta Badia, Vale Isarco and Bormio. 5) The famous Italian shopping. The annual seasonal sales in Italy attract fashionistas from around the world. Best time to visit: if the purpose of the trip to Italy is the excursion programme, then it can be visited in any season. If you want to combine a beach holiday with excursions, it is preferable to visit in the period from May to September. Ski resorts in Italy are open to tourists all year round. Italy has an extensive network of hotel and hospitality companies.The hospitality services providing additional accommodations are campsites, private accommodation, tourist villages, alpine shelters, rest houses, etc.. The share of hotels is about two-thirds of all placements. The remaining one third is private apartments, camping sites, tourist villages and so on. Road traffic in Italy is right-handed (the wheel is from the left side) ("Driving in Italy | RAC", 2016). Italy has an extensive network of railways and roads. More than 90% of passengers and more than 80% of goods are transported by car. In the external transport, the maritime transport is dominating. In the inland transport of goods and passengers major role is played by road transport, the second place is the railway. In terms of railway electrification, the country takes one of the first places in the world. In Italy, there are about of ¼ of all European motorways (about 7 thousand km) are concentrated, including the world's oldest freeway Milano - Varese, built in 1924. The main transport artery of the country is the Motorway of the Sun, going through the whole of Italy, from Turin via Milan, Florence, Rome, Naples to Reggio Calabria. There are five international highways through the territory of Italy: London-Paris-Rome-Palermo, London-Lausanne-Milan-Bryn-Deasy, Rome-Berlin-Oslo-Stordan, Rome-Vienna-Warsaw and Amsterdam-Basel-Genoa. About a half of the roads is accounted for northern Italy, in the south of the country the density of the road network is much smaller. The development of road transport in general and, in particular, road construction was negatively affected by the fuel and energy crisis. Funding for the development of transport in Italy is growing every year. Particular attention is paid to the development of the Italian merchant fleet. In Italy, all kinds of tourism are developed. The first place should be allocated to ski touring, pilgrim tourism and beach holidays. The ski season is open from December to the end of March, in the mountain resort of Cervinia – to the end of May. The longest chain of the Alps is located in Italy. This is more than a thousand kilometers of mountain ranges, glaciers, alpine meadows and cozy valleys. Italian Alps are the highest peaks in Western Europe - Mont Blanc on the border with France (Courmayeur resort), Monte Rosa and the Matterhorn on the border with Switzerland (Cervinia resort). A unique area of ​​the Dolomites in the northeast Italy attracts with its beauty and cozy Alpine town with all the benefits of civilization ("ITALIA - Spotlight On - Winter Sports - Skiing In Italy", 2016). Italian ski resorts can be divided into two large territorial groups: western and eastern. Western Group is formed by Sestriere, La Thuile, Courmayeur, Aosta / Pila, Cervinia and Gressoney resorts. Being on the border with France and Switzerland, they absorbed all their best sides: the perfect modern system of lifts and a plenty of good ski slopes. There are about 200 km of major routes of any degree of difficulty, 37 lifts, 8 km of plain trail, a large number of restaurants, discos, shops, boutiques, cinemas, bowling, a variety of nightlife, gaming halls, swimming pools, sauna and gym. Eastern Group resorts is formed from the region of the Dolomites (Madonna di Campiglio Val di Sole, Val di Fiemme, Val Gardena, Val di Fassa, Cortina d 'Ampezzo and Kronplatz) and Alta Valtellina (Bormio, Santa Caterina, Livigno). Length of trails is 260 km with 103 lifts. This region is especially popular among young people, and thermal springs attract middle-aged people. Pilgrimage tours as the direction of tourism is a relatively new phenomenon in the tourism sector. Pilgrimage tour is a kind of tourism that includes a travel to the holy places of pilgrimage. The essence of such tours is worship such places. Many pilgrims believe that prayer is more effective in certain areas, which are in any way connected with their religion. Modern pilgrims use the services of travel agencies, which are specifically engaged in this direction. The purpose of the pilgrimage tour is to visit the places connected with historical events or a famous historical figure or a saint. Italy goes right after Israel by the number of Christian shrines. Today, thanks to the fact that these relics are carefully kept in Italy, there is the opportunity to come to venerate these holy places and pray in the immediate vicinity of them. Popular holy places of Italy include Padre Pio ("Shrine of Padre Pio - San Giovanni Rotondo, Italy", 2016), Pietrelchina, Large Mariana Sanctuary, Pompeii Sant'Anastasia, etc. Leisure at the sea, lakes and in the mountains is well developed from May to September, on the islands of Ischia and Sicily - till the end of October. The most popular resort area of ​​Italy is located on the Adriatic coast ("Spotlight on: Beaches of Italy", 2016). There is a mild climate, beautiful scenery, excellent sandy beaches and a good infrastructure. The main resorts of the Adriatic coast are Ravenna, Milano Marittima, Bellaria, Rimini, Riccione, Gabicce Mare and Gabicce Monte, Pesaro and the region of Abruzzo. One of the Ligurian coast's most famous resort is Genoa. In Genoa, tourists can combine a beach holiday with a rich excursion program. On the Tyrrhenian coast, the beaches are also sandy and very varied: from the little and intimate to the broad and spacious. On the Tyrrhenian coast, there are located the city of Rome, Naples, Salerno, Cosenza. In these cities, it is also possible to combine a beach holiday with excursions. All beaches in Italy are municipal. But they are divided into plots and leased to private entrepreneurs. Each site has a beach ranger who keeps order and charge a fee for the use of umbrellas and sunbeds (about 10 EUR) per set. The first five meters of the beach by the water's edge are free. Here you can sunbathe on a towel. The largest Italian island is Sicily. In Sicily, tourists are attracted to clean, calm and warm sea, delicious cuisine and a rich landscape of nature. In the south of the island, the beaches are sandy, in the north they with sand and shingle or stony. In Italy, there are a lot of places for divers. Tourists can dive almost everywhere. The sea in the area of Villasimius (resort on the island of Sardinia) is of great interest even for experienced divers ("Best Beaches in Italy", 2016). There are 4 wrecks and many reefs in this area.

In this essay, I described Italy as an object of tourist resources. It is possible to say with confidence that this country is very attractive for tourists, it is relevant at the moment and does not stop growing in the tourism industry. There are cultural and historical objects (opportunity for excursion tourism) and many resort areas (development of a beach holiday tourism). In Italy, there is everything for a complete rest for various purposes: 1) The excellent climate and beautiful nature. 2) A large number of attractions that have come down to us from the ancient times. 3) Italian cuisine. 4) The Alps and prestigious ski resorts. 5) Italian shopping.

Best Beaches in Italy. (2016). Tuchmanbeachesguide.com. Retrieved 5 May 2016, from http://www.tuchmanbeachesguide.com/best-beaches-in-italy.html Driving in Italy | RAC. (2016). Rac.co.uk. Retrieved 5 May 2016, from http://www.rac.co.uk/driving-abroad/italy ITALIA - Spotlight On - Winter Sports - Skiing In Italy. (2016). Italiantourism.com. Retrieved 5 May 2016, from http://www.italiantourism.com/winter.html Shrine of Padre Pio - San Giovanni Rotondo, Italy. (2016). Sacred-destinations.com. Retrieved 5 May 2016, from http://www.sacred-destinations.com/italy/san-giovanni-rotondo-padre-pio-shrine Spotlight on: Beaches of Italy. (2016). Italiantourism.com. Retrieved 5 May 2016, from http://www.italiantourism.com/beaches4.html

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Essay on the Analysis of the Tourism Strategy in Italy

Italy in the recent past has been one of the leading nations in tourism around the globe. It is considered a destination of tourists who seek a luxurious lifestyle and are looking for a nation rich in cultural heritage (Angeloni, 2017). Thus, these two reasons have made the country to be the most desired destination. Ideally, the destination competitiveness theory confirms that historical culture and artistic attractions are necessary when creating a unique tourist attraction. Italy has all these thus fit perfectly in the destination competitive theories. One thing that has made this country flourish in tourism is its tourism strategies. The country’s strategic national plan on tourism has its roots in 2013. Thus, this paper analyzes the tourism strategy of Italy.

Before looking at the plan, rather than the nation’s strategies, it is essential to look at the underlying problems that have hindered tourism in the nation. Ideally, these are the same problems that led to the formulation of tourism strategies. Some of these problems include governance issues, limited employment, and even insufficient infrastructure in the tourism sector (Angeloni, 2017). Thus, in analyzing the tourism strategy in Italy, it is essential to view if all these strategies have been met.

The national strategic plan of Italy came up as a response to the essentiality of the tourism sector in the country. As introduced above, the realization of this criticality came up in January 2013, which led to drawing the framework that the country would use to improve and safeguard tourists in the nation. It ought to be noted that this was the first time in the nation’s history that the Italian government had documented its plan for the nation concerning tourism. The document was to curb the loss of competitiveness in the tourist industry in the country. Notably, this strategic plan for the nation was named “Italian Tourism 2020” (IMF, 2017).

One of the strategies was to give back the stewardship to Italy in the tourism sector. In order to do so, the government has to create jobs in this industry and attract attention to the tourists that they would be satisfied and enjoy the services in Italy when they visit this destination as tourists. These plans are to be revised after every two years to incorporate the changes in the contemporary world as per the assessments done. The first phase, rather than the action, is to create more than 500 000 new jobs, which will raise the total GDP to be £30 billion (Ana, 2018). In a government audit, this will lead to procrastination that Italy will regain and even surpass its original market shares in the industry. Analytically, this plan has identified about nine domains that it terms as critical gaps. These gaps include the communication and promotion, governance, channels or sales, range of products, training and skills, transportation and infrastructure, investments, regional authorities, central government, decision-making fragmentation, and hospitality. Thus, it may be assertive from this data that this plan aims to give the tourism sector a holistic approach to the problems in the industry.

The plan proposes about 61 healing actions that ought to be done to the tourism sector. Of the 61 actions termed concrete, 7 schools of thought emerged, tackling these healing activities philosophically (Ana, 2018). While using other country’s flourishing tourism plans as a benchmark, Italy was able to come up with even better plans. For instance, the Italian hotels’ sizes were considered small when benchmarked with those in Spain and France. Moreover, the average bed capacity of hotels in Italy is small compared to those in France and Spain.

It should be noted that these two, Spain and France, are the direct competitors of Italy. Thus, using this data, Italy developed a better strategy that focused on more employments in this industry and regaining its leadership in tourism. Evaluative data points result from these strategies to yield the professionalism needed in producing high-quality tourism services.

The table below shows part of the actions that the government outlined to help revive the tourism industry.

In conclusion, Italy is considered a home of history and cultural attraction. However, an analysis of the tourism policies and strategy locate several problems on the modernization of the tourism facilities and poor governance. This led to the formulation of about 61 actions that ought to be followed and philosophically employed to help the country regain its original global market. With the proposal to employ more than 500 000 employees, the industry is set to expand and face the existing challenges. Moreover, the country’s plan to revise these plans every two years assures the industry to incorporate recent changes.

Ana, M. I. (2018). The tourism industry in the new member states. Key countries and destinations.  Management & Marketing. Challenges for the Knowledge Society ,  13 (1), 812-830.  https://sciendo.com/pdf/10.2478/mmcks-2018-0007

Angeloni, S. (2017). The Strategic Plan for tourism development in Italy.  https://air.unimi.it/handle/2434/812869

IMF. (2017) Italy: Core Statistical Indicators. https://www.elibrary.imf.org/view/journals/002/2005/044/article-A002-en.xml

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Tourism Situation Analysis in Italy

Introduction, introduction to the selected country, pestle analysis, tourism impacts, conclusion and recommendation, reference list.

Tourism is one of the important industries for the modern world. It implies travelling and staying in countries or places outside people’s usual environment (Cook et al. , 2017). These activities allow numerous countries to generate income and empower their economies (Bramwell, 2004). Moreover, the existing globalisation trends and the development of different means of transport create the basis for the further improvement of this sphere and its becoming more important. Thus, according to the relevant statistics, in 2019, tourism generated about $1.47 trillion, evidencing the critical importance of global tourism in the modern world (). For this reason, the following paper is devoted to analysing tourism in Italy, its general impacts on society and nature, and recommendations for entering the market because of particular benefits.

This report will revolve around the current situation in Italy, which is one of the popular choices for a family vacation. It includes a detailed PESTLE analysis of the industry in a selected region and the discussion of its impacts on the state, its society, and current trends. Using the acquired data, the paper also gives recommendations about working in the selected country and employing existing opportunities by tour operators. In general, it highlights the importance of tourism globally and in the area.

The offered report focuses on analysing Italy, its tourism industry and opportunities it provides to visitors and companies working in the sphere. The choice of this country is justified by several factors. First of all, it is a country with rich history and numerous famous places and cities that can be interesting for tourists. Second, Italy has a climate making it attractive for individuals looking for different types of vacation, such as rest at the beach or staying at ski resorts. Additionally, it has a unique culture and cuisine, meaning that people can enjoy these factors. Finally, it is a good place for a family vacation as it is safe for children and can offer them numerous entertainments.

The relevant information also proves the popularity of Italy among tourists. The statistics show that about 94 million people visit Italy yearly ( Italy tourism revenues , 2021). It means that the country is one of the most attractive destinations and places for vacation globally. Moreover, the Bank of Italy reports that the tourism sector generates about 5% of the national GDP (Banca D’Italia, 2020). Around 6% of the population in Italy works in the given industry, which proves its importance for the country (Banca D’Italia, 2020). The state has about 6,610 places of culture, such as museums, parks, monuments, and historical buildings (Banca D’Italia, 2020). Additionally, its coastal and ski resorts are popular among visitors from different areas. For this reason, Italy has multiple opportunities for developing this area and increasing outcomes.

Italy also has a great diversity of tourist experiences offered to people who visit it. First of all, it has the biggest number of World Heritage Sites globally (Banca D’Italia, 2020). It means that individuals can benefit from visiting historical monuments, areas, parks, or buildings. Second, the country has a rich historical heritage contributing to the diversification of experiences Italy can offer to a tourist. Finally, its climate makes the area attractive for those who look for beach or ski resorts (Bernini and Cracolici, 2016). In such a way, this combination of unique activities and attractions make the country a good choice both for a potential visitor and for a tourist agency. The current trends prove it, as Italy has many hotel searches and bookings globally (Bernini and Cracolici, 2016). It means that Italy is one of the most important tourism centres globally.

The presented PESTEL analysis helps to understand the current state of the tourism industry in Italy and the factors affecting it. In general, the table shows the positive environment existing in the state, which is vital for attracting new visitors and further growth of the sector. Thus, the political factors do not introduce any restrictions that might influence tourism in Italy. The political stability and the legitimate government control the situation in the state and ensure its stable development following the existing laws (Mosedale, 2011). Moreover, correctly realising the importance of tourism for the state, the government supports the given industry by creating the legal field for the successful work of agencies.

The economic stability of Italy is another factor promoting the evolution of different types of tourism. It is one of the powerful European states with a diversified and robust economy and low unemployment rates (8%) (Banca D’Italia, 2020). It means the country can devote solid sums from the budget to invest in various incentives and projects aimed at developing the tourism industry and creating beneficial conditions for all people arriving in the country (Biagi et al ., 2016). Italy also generates a significant part of GDP due to the activities associated with tourism, meaning it is interested in supporting this sector. For this reason, economic factors can also be viewed as positive ones.

Italy also has a tolerant society consisting of individuals who support tourism and are friendly to foreigners. The significance of this industry is correctly realised by Italians, meaning they welcome people who come to their state and provide assistance (Provenzano and Volo, 2021). At the same time, there are no serious social, cultural, or religious conflicts in the state (Ribaudo and Figini, 2017). It shows that the society is united and individuals can tolerate different values, which is vital for tourists arriving in the state. It guarantees that they will not feel uncomfortable or suffer from a biased attitude.

The technological factors associated with Italy also promote the development of tourism. First, the state invests in developing its infrastructure and means of transport to provide visitors with increased convenience and the chance to reach various destination points with comfort (Provenzano and Volo, 2021). The growing number of trains, bus tours, and car rental services make tourism easier for individuals (Vergori and Arima, 2020). Additionally, Italy integrates technology into the tourism sector, making online bookings and 3D tours available for clients (Vergori and Arima, 2020). It leads to the continuously growing number of arrivals and helps to support the high level of interest in tourism products existing in the area.

As for the environmental factors, they remain one of the greatest attractions of Italy. The geographical location makes the country one of the popular choices for people from regions. Families with children can rest at the beach and enjoy a wide variety of resorts in this climate zone, such as Sardinia, or go to the mountains and have an active rest there. Additionally, Italy has a safe environment with no natural disasters or dangerous diseases threatening visitors. For this reason, this diversity of climate zones and locations for rest promotes the growth of tourism in the area.

Finally, there are no legal restrictions that might limit the future rise of this sector in Italy. It is a country recognised at the global level, meaning there are no sanctions or specific restrictions for visiting it. Additionally, the government of Italy welcomes all visitors who observe the state laws and are not in the international search. The police functions include the protection of tourists and assisting them in feeling safe and protected. Moreover, the county has laws offering support to the industry, as it plays a critical role in the national economy. In such a way, it is possible to conclude that legal factors also promote the future development of the tourist sector in the area. Altogether, the PESTEL analysis shows that Italy has multiple aspects that positively influence its tourism sector. The country has political stability helping it to remain attractive for tourists from different regions. Moreover, the environment, culture, and economics contribute to creating a positive image internationally. It means that Italy will remain a popular choice for numerous tourists.

The importance of the tourism sector for Italy also means that it influences its society and environment. Thus, the focus on this industry helps to generate additional benefits for the community. First of all, it helps to provide employment opportunities for people who need it. Statistics show that about 3,499 thousand jobs were created due to the developed tourism sector (Banca D’Italia (2020). It helps to revitalise the economy and improve the overall quality of people’s lives in the state (Bernini and Cracolici, 2016). Additionally, Italy is one of the most attractive places for vacation, meaning that multiple tourist agencies might struggle to enter the market and provide their services to clients (Wall and Mathieson, 2006). At the same time, tourism leads to increased attention to the natural world as Italy switches to green practices to reduce the harm done to nature by human activities. Additionally, some areas are protected by the law to preserve their current state and biodiversity (Ferrari, Hernández-Maskivker and Nicotera, 2021). For this reason, tourism impacts Italy in multiple ways and contributes to the enhancement of some aspects of its society and the natural world.

At the same time, Italy has several unique peculiarities that might influence the business expansion and companies working here. First, as stated previously, the stable attractiveness of the region for individuals means the severe rivalry between agencies offering services to clients. For this reason, the business expansion activities demand preliminary planning and effective strategy to consider the existing trends and introduce the most suitable offering to ensure clients will select it. Another impact is the inclusion of a significant number of individuals in the work of the sector. It means that periphery and distant regions are also becoming attractive for tourists, and this impact can introduce new opportunities for business expansion (Brown and Hall, 2000). Offering new directions, it is possible to interest a client and ensure his/her increased attention to it.

Italy’s example can also affect the tourism practices and partnership in the UK. First of all, Italy has always been one of the popular vacation choices for the British people. Today, with the focus on the further development of this sphere, this relationship can become more significant. It is possible to increase the number of travellers from the UK visiting Italy every year by adding new options, such as visiting previously unknown areas (Provenzano and Volo, 2021). Furthermore, the shift towards more environmentally friendly practices and protecting the natural world can affect agencies and policymakers in the UK, making them introduce appropriate changes in their approaches and methods. In general, the cooperation between the UK and Italy can have several positive effects on both states.

At the same time, some impacts should be given specific attention because of their mixed aftermath. First, the growing number of tourists annually might cause increased pressure on the state’s infrastructure and affect the lives of communities. The environmental impacts can also be significant because of the air and car traffic, emissions, and litter (Tribe, 2020). In such a way, it becomes vital to avoid such issues and create the basis for successful cooperation and the further development of the sphere. Thus, the strategies to eliminate such impacts include the corresponding development of infrastructure to avoid problems outlined above and promoting eco-friendly tourism, implying a reduction of the harm done to nature (Hall and Lew, 2009). It will help to avoid the possible adverse effects and improve the cooperation between the UK and Italic tourism agencies.

Altogether, the development of the tourist industry has several critical impacts on Italy. It promotes the revitalisation of its economy by creating new jobs and providing populations with a chance to earn. Additionally, it leads to periphery development as the constantly growing demand means the necessity to introduce new directions for travelling. For this reason, distant regions also acquire the chance to benefit from this trend. At the same time, there is a need for additional support of infrastructure and increased attention to the environment to avoid negative effects and create the basis for future improvement.

Altogether, based on the information provided above, it is possible to offer some recommendations. First of all, it is possible to recommend focusing on entering this market because of multiple opportunities existing there at the moment. Italy is one of the popular vacation choices for various types of rest, including family one. There are no restrictions of factors that might limit further business expansion there. The second recommendation is to diversify products offered to clients. Italy has multiple opportunities for recreation, skiing, swimming, visiting historical places, learning ancient cultures, or enjoying its cuisine. For this reason, it is vital to provide clients with different tours to exploit this advantage. Finally, it is possible to discover less known regions of Italy as they might also offer various tourist products. In such a way, Italy remains one of the most popular places and choices for tourists. The analysis proves its attractiveness both for agencies and common people.

Banca D’Italia (2020) Survey on international tourism . Web.

Bernini, C. and Cracolici, M. F. (2016) ‘Is participation in the tourism market an opportunity for everyone? Some evidence from Italy’, Tourism Economics , 22(1), pp. 57–79.

Biagi, B. et al . (2016) ‘Tourism and house prices in Italy: a latent class approach’, Tourism Economics , 22(5), pp. 964–978.

Bramwell (2004) Coastal mass tourism: Diversification and sustainable development in Southern Europe. Clevedon: Channel View.

Brown, F. and Hall, D (2000) Tourism in peripheral areas: case studies . Clevedon: Channel View.

Cook, R. et al. (2017) Tourism: the business of hospitality and travel . 6th edn. New York, NY: Pearson.

Ferrari, S., Hernández-Maskivker, G. and Nicotera, T. (2021) ‘Social-cultural sustainability of roots tourism in Calabria, Italy: A tourist perspective’, Journal of Vacation Marketing .

Hall, C.M. and Lew, A.A. (2009) Understanding and managing tourism impacts: An integrated approach . Oxon: Routledge.

Italy tourism revenues (2021) Web.

Mosedale, J. (2011) Political economy of tourism: a critical perspective . Oxon: Routledge

Provenzano, D. and Volo, S. (2021) ‘Tourism recovery amid COVID-19: The case of Lombardy, Italy’, Tourism Economics .

Ribaudo, G. and Figini, P. (2017) ‘The puzzle of tourism demand at destinations hosting UNESCO World Heritage Sites: an analysis of tourism flows for Italy’, Journal of Travel Research , 56(4), pp. 521–542.

Tribe, J. (2020) The economics of recreation, leisure and tourism . 6th edn. London: Routledge.

Vergori, A. S. and Arima, S. (2020) ‘Transport modes and tourism seasonality in Italy: By air or by road?’, Tourism Economics. 

Wall, G. and Mathieson, A. (2006) Tourism: change, impacts, and opportunities . Harlow: Pearson Education.

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Essay on Tourism: TALC Stage of Italy as a Destination

Italy is at the development stage of the TALC. In this stage, tourism is considered a major part of the country's local economy (Muzaffer, Eunju & Manisha, 2012). The stage involves scores of visitors arriving in the destination country. Tourism started in Italy in more than 100 years ago and over the past years it has grown to a considerable level. The rate of increase of visitors or tourists in the country continues to rise year after year. Additionally, the total numbers of visitors continue to grow. The increasing number of visitors/ tourists almost equals the number of permanent residents in the country. The locals are involved in the tourism activities though at a reduced level. External companies invest in tourism to provide up-to-date facilities and thus continue attracting more visitors into Italy (Shalini, 2010).

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This stage is essential because it involved improved quality of life of the residents. It also leads to high economic growth and well-being of tourism service providers and employees working in this sector. The corporate society in Italy has highly invested in developing unique and innovate tourism goods and services thus continuing to attract more and more visitors every year. The natural and cultural attractions in Italy have been highly improved to serve visitors arriving into the country. There is also the incorporation of human-made imported facilities which complement the natural and cultural attractions. All these services work together to make Italy more attractive. Residents have an excellent opportunity to engage in tourist enhancement projects thus improving their quality of life and economic well-being (Hyung-Kwan, 2006). Over the past century, Italy has changed substantially. There are more beautiful sites both natural and human-made which improve the attractiveness of the country. However, not all changes are welcomed by the residents. At times the residents feel overwhelmed by the presence of a vast number of visitors and consequently develop a negative attitude (Muzaffer, Eunju & Manisha, 2012).

The Kind Of The Destination

Italy is an attractive, educative and thrilling place to visit as a tourist destination. The country has pretty scenery constituting of both natural and human-made facilities.

There are also plenty of physical activities in which a person or group of people visiting the country can engage. For instance, there are significant skiing, swimming, hiking, camping and cycling sites that one can visit while in Italy (Organization for Economic Co-operation and Development. & Organization for Economic Co-operation and Development, 2011).

There are many historical and religious sites that one can visit and learn.

The country has friendly people. Therefore it is easy to communicate, ask for help, directions and interact with the residents (Shalini, 2010).

Italy is safe for people from different backgrounds. Therefore the perception of safety and security is positive.

The cost of living is friendly. For instance, the cost of traveling, accommodation, and food and engaging in luxury activities while in Italy is affordable for the middle-class person.

Italy is rich in culture, and this provides an excellent opportunity for visitors to learn from the residents.

There are good infrastructure and high technology thus making it easy and enjoyable for tourists to communicate as well as to travel from one place to another (Shalini, 2010).

Destination SWOT Analysis

The presence of highly trained tourism experts and professionals across Universities in Italy.

The presence of religious communities who assist pilgrims thus promotes and improving tourism in the country.

A positive attitude by the local populations in regards to tourism and helping and hosting visitors (COPE, 2012). Weaknesses

Lack of awareness of the laws and policies that guide local populations and tourists.

Different communities may have differing attitudes towards tourists and visitors.

Monopolistic management of the flow of tourists by religious groups.

Opportunities

The presence of regional tourism promotion organizations which help improve tourism sector in Italy.

Trends towards increased vocational schools to train more young people to offer different skills needed in the tourism sector Threats

Lack of integration and coordination among public, private and volunteer agencies that promote tourism.

Lack of adequate knowledge on the minority cultural and religious groups which lead to fewer tourist activities generated by them (COPE, 2012).

3. Strategy

a) Vision Statement

To record increased number of visitors coming to Italy to experience different tourist attraction sites and brings their family and friends to share the experience (Okumus, Altinay & Chathoth, 2010).

b) Marketing Goals/ Objectives

Increase the level of tourism sales by 20% in the year 2020

Diversify tourism services and products thus reducing risk

Increase the profitability of the tourism sector

Main Stated Target Markets

The primary target market for Italy as a tourist destination is religious tourists from different regions of the world who visit the country every year to engage or celebrate religious celebrations, participate in religious events or learn (Angeloni, 2013).

d) The Destinations Probable Growth Strategy

Italys growth strategy is to grow the number of visitors by 24% by 2020 (Global Travel Industry News, 2014).

Example Of Two Packages From The Destination

Italy is an exciting tourist destination for visitors. When visiting this destination, one can find vast and varied packages available. These packages are essential because they ensure that the visitors needs and desires are met. Therefore a visitor/ tourist choose the best package the fits his or her needs, specifications and desires (Stange, Brown & Solimar International, 2011). Two examples of packages available in Italy include special-interest tours and fully escorted tours. Fully escorted tours suit women the best or any solo traveler. The visitor or tourist gets assistance from the escort in such things as language barrier; luggage handling, cultural obstacles and they also ensure sense or security and allow for the visit to learn in high details. Special interest package, on the other hand, is designed for visitors who wish to visit a particular interest area such as historical/ cultural site or event, art, sport and celebrity visit.

Example Of Programming In The Destination

Hosting familiarization tours for the travel industry or journalists is an important one programming in Italy. DMO facilitates this activity, and it aims at providing information about the destination. It helps promote the destination and make it marketable, attractive and consequently increase tourism activity.

Information Centers

Italy has proper information centers to ensure that visitors are equipped with the needed information and options when they are at the destination. For instance, it has physical and online centers which provide visitors with reliable resources about the destination (Hom, 2015). Visitors can access maps and direction as well as information on various facilities like public toilets, transport information, currency exchange among others.

Angeloni, S. (2013). The strategic plan for tourism development in Italy. University of Molise, Italy. Economia Seria Management, 16:

COPE. (2012). SWOT Analysis; Religious Tourism Training needs and population wider attitude in Italy. A report by South East Europe and the European Union.

Global Travel Industry News. (2014).A plan for Italy to increase tourism income.

Hom, S. M. (2015). The beautiful country: Tourism and the impossible state of destination Italy.

Hyung-Kwan, P. (2006). A Study on Tourist Area Life Cycle And Marketing Strategy -Case of Jeju Island

Muzaffer, U., Eunju W., and Manisha, S. (2012).The Tourist Area Life Cycle (Talc) And Its Effect on the Quality-Of-Life (QOL) Of Destination Community

Okumus, F., Altinay, L. & Chathoth, P. (2010).Strategic Management in the International Hospitality and Tourism Industry

Organisation for Economic Co-operation and Development., & Organisation for Economic Co-operation and Development. (2011). OECD studies on tourism: Italy: a review of issues and policies. Paris: OECD.

Shalini, M. (2010). Top Ten Things To Consider When Selecting An Outsourcing Destination. Look Beyond The Obvious To Arrive At The Optimal Decision.

Stange, J., Brown, D. & Solimar International. (2011).Tourism Destination Management Achieving Sustainable and Competitive Results: Sustainable Tourism: International Cooperation for Development.

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2015 Theses Master's

Tourism and Its Economic Impact in Italy: A Study of Industry Concentration and Quality of Life

Branchini, Ariana

This thesis analyzes the impact that tourism's concentrated regional industrial growth has on citizens' quality of life in Milan, Venice, Florence and Rome. A careful examination of tourist destinations suggests that the promotion of the tourism industry might lead to negative externalities such as increased pressure on urban facilities and scattering of local human capital and economic resources. In order to maintain a city's culture, art and heritage, regional governments and private institutions have promoted these assets for consumption by visitors. Paradoxically, in many cases, this has put valued cultural assets at risk of degradation and has eroded the quality of life for local residents. This thesis will evaluate the ability of tourism to provide a sustainable solution for economic development, as measured by its ability to contribute to citizens' accessibility to a high quality of life. By examining Italy's top four tourist destinations, I will consider the relative market share of tourism-related industries in the provinces that encompass these cities. In addition to market share, quality of life indicators including household assessment of change in economic situation, employment levels and educational achievement will be used to assess the hypothesis that over-investment in tourism leads to a homogenous industrial structure and lower quality of life for citizens. From this research it is evident that tourism and higher quality of life are related in these four cities when measuring unemployment rates and household assessment of change in economic situation. Low levels of educational attainment demonstrate one way tourism may lead to lower quality of life where industry concentration is greater. Tourism can spur economic development and bring income to places with natural and cultural resources that can be shared. However, commodifying these resources leaves places vulnerable in a number of ways that provincial governments must consider.

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Tourism In Italy

You would not know it from the English-language signs promising to serve passengers ”quckly”, but Naples’ Capodichino airport is British-owned. In August, 70% of it was bought by BAA, a company that also runs, among other things, London’s main airport, Heathrow. For the Italian south this is a symbol of hope. Finding an international firm of this calibre willing to invest there has greatly boosted its confidence. BAA, for its part, was attracted by the south’s tourist potential, but spent three years thinking hard about the $44m deal.

What clinched it in the end was the enthusiasm of Antonio Bassolino, the ayor of Naples since 1993. He won round BAA bosses with his clear commitment to privatisation, and fought off opposition at home to foreign ownership, branded as ”colonisation by the British”. A former communist fundamentalist, Mr Bassolino is an unlikely champion of privatisation. But the BAA deal is no one-off. Mr Bassolino boasts about selling the municipal dairy-”What was a city council doing selling milk? ”-and about pioneering, with Merrill Lynch, Italy’s first international municipal bond issue, which sold well in America.

The cash was used to renovate the city’s public transport system. He is promoting public-private partnerships; and he has just persuaded the Chinese commercial fleet to use Naples as its main container port for serving Europe. The city’s inefficient bureaucracy has been shaken up, with the mayor leading by example. His distinctly un-Neapolitan punctuality and long working hours have earned him the nickname ”the German”. Using money for hosting the G7 summit in 1994 as a catalyst, the city has cleaned and restored many of its vast number of tourist attractions.

It has also extended its opening hours and cleared the main piazzas f parked cars (though not, alas, of moving mopeds). Mr Bassolino talks with passion of re-born civic pride, of the need for Naples to solve its own problems. ”The south has been living on money from the government for too long,” he says; this has created a ”deadly dependence”. Mr Bassolino explains that he has been able to make these changes only thanks to a new system, introduced in 1993, for the direct election of mayors in cities throughout Italy.

This gave him a mandate for four years, allowed him to appoint his own senior officials, and made him directly accountable to the electorate rather han to party politicians on the city council-who cannot now remove him without also triggering new city-council elections. Past mayors, chosen by the ruling party on the council, did well to last a year. Direct election has produced a crop of impressive new city mayors all over the south (and some in the north, too), many of whom have followed Naples’ strategy of promoting cultural tourism and tackling inefficient bureaucracy.

Their first test will come later this month, when some of them are up for re-election. But there is still plenty of inefficient southern bureaucracy left. Consider, for example, the startling statistic that in 1996 Italy managed to spend only 30% of its entitlement to EU money to help disadvantaged regions such as the mezzogiorno. The country’s local and regional governments, it seems, are not even up to collecting hand-outs. The EU increasingly allocates money to specific projects instead of handing it over in a chunk.

That means local administrators have to prepare a project submission and translate it for officials in Brussels, for which many of them at present lack the skills. But things may be getting better, slowly. For instance, a ”Europe Office” with English-speaking staff has been set up in Palermo’s city hall. Bassolino’s new recipe for Naples Bureaucracy has also made it hard to do anything new. One big firm wanted to sink some wells so it could build a new plant in Sicily.

Enzo Bianco, the mayor of Catania, tells the story of how, after two years of waiting, the firm made its fourth phone call to the regional government, only to be told that ”if you call a fifth time, you will never get permission. ” Mr Bianco has made some improvements in his city, including etting up a ”one-stop shop” to help firms with permits. But much remains to be done, he says: over the years, the impact of bureaucracy on Sicily’s development has been ”no less than the impact of the Mafia”. Who is the boss now? The Mafia (along with similar criminal organisations, such as the Camorra in Naples) remains a huge problem for the south.

Even in areas where the influence of organised crime has been greatly reduced, the image of Mafia violence continues to worry outsiders. In Palermo, where two prominent anti-Mafia judges, Giovanni Falcone and Paolo Borsellino, were blown up in 1992, ‘The Mafia is now the cultural minority; it was the majority,” says the city’s mayor, Leoluca Orlando. ”The bureaucracy is now honest, which it was not ten years ago. ” Local experts on the Mafia say he may be exaggerating, but not much. Palermo is spending a fortune in establishing itself as a centre for cultural tourism, mounting hundreds of musical and theatrical events.

Many of its buildings have been beautifully restored. Those tourists who come say they feel safe. Yet it will be many years before the city sheds its worldwide reputation as the city ruled by the Corleone family. Naples, too, is more in control of its Camorra now. Tourists in the city centre are probably as safe at 3am as they would be at noon in midtown Manhattan. Yet when 500 soldiers were sent to the city last summer to support local police, newspaper headlines at home and abroad conjured up images of mob rule and tanks patrolling the streets.

In fact, the soldiers were used mostly to replace police guarding consulates and civic buildings while new police officers were being trained. Camorra killings still go on around Naples, but they arise from battles between rival gangs, away from the tourist areas. Both local and national government are anxious to reduce such activity to levels no worse than organised crime anywhere else. The authorities say the Sicilian Mafia over-reached itself by declaring war on the state with the murder in 1992 of the two judges and Salvatore Lima, a leading Sicilian politician.

The public turned against the ”men of honour”, and many pentiti, former mafiosi, gave evidence that led to hundreds of arrests. The command structure of the highly centralised Sicilian Mafia is thought to have been destroyed. The main concern of the police now is to identify anyone who may e trying to fill the void. Elsewhere in the south, organisations such as the Camorra tend to be fragmented, so it takes far more arrests to reduce their effectiveness than in Sicily, where a few key arrests had a huge impact.

Even so, the state is winning out. According to Giorgio Napolitano, the minister of the interior, far more progress against organised crime has been made on the political front-by breaking the links between crime, government and the judiciary-than on the economic side, where the potential for drug-dealing and racketeering remains significant. A new strategy of ”investor protection” is o be put in place, coinciding with the establishment of special enterprise zones, which will offer companies tax breaks to attract them southwards.

In areas where significant investment is planned, the government will provide resources for policing and surveillance to keep organised crime at bay. If the authorities can show they are able to protect investors, many more international companies may follow in the footsteps of BAA. But before they do, there is another thing that the south will have to get right: infrastructure. It suffers not only from the problems afflicting Italy as a whole-such as inadequate roads nd rail services and insufficient integration between different kinds of transport-but also from its very own surfeit of white elephants.

Much of the corruption revealed in the tangentopoli scandal was concentrated in the south, where many public-works programmes became purely a means of distributing public money. Few people bothered to ask whether a particular project was needed, and many such projects never got finished. As one Neapolitan businessman put it, ”70% of the new roads around Naples cannot be used. Lousy infrastructure is a bigger problem for my company than the Camorra. ” Seeing orange The mezzogiorno annot afford any extravagant gestures. It is heavily exposed to international competition, explains Giovanni Pecci, an economist at Nomisma.

Its location on the periphery of European markets puts it at a disadvantage compared with Central and Eastern Europe, which also offer far cheaper labour. Agriculture in the south is under threat from North Africa as well as from the Middle and Far East. For instance, Sicily now imports oranges, of all things, from Israel because they are cheaper. (Encouragingly, the Sicilian grower who complained about this was on his way to Kuwait to try to sell his crop there. And until the recent crisis in Albania, small industrial firms in Apulia, in the south-east of the region, were increasingly moving parts of their production there.

With a GDP per head of only 70% the Italian average, the mezzogiorno is casting around for an economic winner. Its best hope seems to be tourism. It may be hard to believe, but the tourist industry in Italy, and especially the south, is seriously underdeveloped. In 1996, the country had only 33m visitors from abroad, compared with Spain’s 41m and France’s 62m, despite its unrivalled range of tourist attractions (see chart 5). Politicians and businessmen were slow to catch on, but are now making the promotion of tourism a top priority.

Tourism In Italy You would not know it from the English-language signs promising to serve passengers ”quckly”, but Naples’ Capodichino airport is British-owned. In August, 70% of it was bought by BAA, a company that also runs, among other things, London’s main airport, Heathrow. For the Italian south this is a symbol of hope. Finding an international firm of this calibre willing to invest there has greatly boosted its confidence. BAA, for its part, was attracted by the outh’s tourist potential, but spent three years thinking hard about the $44m deal.

What clinched it in the end was the enthusiasm of Antonio Bassolino, the mayor of Naples since 1993. He won round BAA bosses with his clear commitment to privatisation, and fought off opposition at home to foreign ownership, branded as ”colonisation by the British”. A former communist fundamentalist, Mr Bassolino is an unlikely champion of privatisation. But the BAA deal is no one-off. Mr Bassolino boasts about selling the municipal dairy-”What was a city council doing selling milk? ”-and about pioneering, with Merrill Lynch, Italy’s irst international municipal bond issue, which sold well in America.

The cash was used to renovate the city’s public transport system. He is promoting public-private partnerships; and he has just persuaded the Chinese commercial fleet to use Naples as its main container port for serving Europe. The city’s inefficient bureaucracy has been shaken up, with the mayor leading by example. His distinctly un-Neapolitan punctuality and long working hours have earned him the nickname ”the German”. Using money for hosting the G7 summit in 1994 as a catalyst, the city has cleaned and restored many of its vast number of tourist ttractions.

It has also extended its opening hours and cleared the main piazzas of parked cars (though not, alas, of moving mopeds). Mr Bassolino talks with passion of re-born civic pride, of the need for Naples to solve its own problems. ”The south has been living on money from the government for too long,” he says; this has created a ”deadly dependence”. Mr Bassolino explains that he has been able to make these changes only thanks to a new system, introduced in 1993, for the direct election of mayors in cities throughout Italy.

This gave him a mandate for four years, allowed him to appoint his own enior officials, and made him directly accountable to the electorate rather than to party politicians on the city council-who cannot now remove him without also triggering new city-council elections. Past mayors, chosen by the ruling party on the council, did well to last a year. Direct election has produced a crop of impressive new city mayors all over the south (and some in the north, too), many of whom have followed Naples’ strategy of promoting cultural tourism and tackling inefficient bureaucracy.

Many of its buildings have been beautifully restored. Those tourists who come say they feel safe. Yet it will be many years before the city sheds its worldwide reputation as the city ruled by the Corleone family. Naples, too, is more in ontrol of its Camorra now. Tourists in the city centre are probably as safe at 3am as they would be at noon in midtown Manhattan. Yet when 500 soldiers were sent to the city last summer to support local police, newspaper headlines at home and abroad conjured up images of mob rule and tanks patrolling the streets.

In fact, the soldiers were used mostly to replace police guarding consulates and civic buildings while new police officers were being trained. Camorra killings still go on around Naples, but they arise from battles between rival gangs, away from the tourist areas. Both local and national government are anxious to reduce uch activity to levels no worse than organised crime anywhere else. The authorities say the Sicilian Mafia over-reached itself by declaring war on the state with the murder in 1992 of the two judges and Salvatore Lima, a leading Sicilian politician.

The public turned against the ”men of honour”, and many pentiti, former mafiosi, gave evidence that led to hundreds of arrests. The command structure of the highly centralised Sicilian Mafia is thought to have been destroyed. The main concern of the police now is to identify anyone who may be trying to fill the void. Elsewhere in the south, organisations such as the Camorra tend to be fragmented, so it takes far more arrests to reduce their effectiveness than in Sicily, where a few key arrests had a huge impact.

Even so, the state is winning out. According to Giorgio Napolitano, the minister of the interior, far more progress against organised crime has been made on the political front-by breaking the links between crime, government and the judiciary-than on the economic side, where the potential for drug-dealing and racketeering remains significant. A new strategy of ”investor protection” is to be put in place, coinciding with the establishment of special enterprise ones, which will offer companies tax breaks to attract them southwards.

In areas where significant investment is planned, the government will provide resources for policing and surveillance to keep organised crime at bay. If the authorities can show they are able to protect investors, many more international companies may follow in the footsteps of BAA. But before they do, there is another thing that the south will have to get right: infrastructure. It suffers not only from the problems afflicting Italy as a whole-such as inadequate roads and rail services and insufficient integration between different kinds of ransport-but also from its very own surfeit of white elephants.

Much of the corruption revealed in the tangentopoli scandal was concentrated in the south, where many public-works programmes became purely a means of distributing public money. Few people bothered to ask whether a particular project was needed, and many such projects never got finished. As one Neapolitan businessman put it, ”70% of the new roads around Naples cannot be used. Lousy infrastructure is a bigger problem for my company than the Camorra. ” Seeing orange The mezzogiorno cannot afford any extravagant gestures. It is heavily exposed to international ompetition, explains Giovanni Pecci, an economist at Nomisma.

Its location on the periphery of European markets puts it at a disadvantage compared with Central and Eastern Europe, which also offer far cheaper labour. Agriculture in the south is under threat from North Africa as well as from the Middle and Far East. For instance, Sicily now imports oranges, of all things, from Israel because they are cheaper. (Encouragingly, the Sicilian grower who complained about this was on his way to Kuwait to try to sell his crop there. ) And until the recent crisis in Albania, small industrial firms in Apulia, in the outh-east of the region, were increasingly moving parts of their production there.

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