VISITORS to Italy are so spoiled by the choice of city-break options they could be forgiven for forgetting about the great outdoors.
But the lakes and mountains of the north have some of the country’s most stunning scenery, and much to offer over its European competitors.
Airtours head of specialised products Gary Wardrope said: “Italy is number one in our lakes and mountains programme, ahead of Austria and Switzerland. We advise agents to stress the value for money Italy offers thanks to its exchange rate, as well as the cultural opportunities, excellent cuisine and the relaxed pace.”
Knowing what the client wants is also important. “You have to remember that most are prepared to pay that little bit more for a good quality break,” said Wardrope.
This is especially true of the typical lakes and mountains client. The region is traditionally the preserve of the grey market, and therefore not a haven for bargain hunters.
Thomson product manager James Little said:”Our core clients are mature empty nesters with a bit of money to spend.”
Thomson has expanded its lakes and mountains brochure for 2000, dropping the previous Breakaway branding. The new brochure, available from mid-November, will simply be called Thomson’s Lakes and Mountains. Among its new resorts are Campitello and Canazei in Val di Sassa. These upmarket destinations feature three and four-star hotels only, and though prices have not yet been set, seven nights’ half-board at the four-star Hotel Diamont in Campitello is expected to be in the region of £500-£600.
Little can see the region attracting younger visitors in the future. “Weddings in Tuscany are very popular, with a honeymoon in the lakes,” he said. “We have plans to extend our wedding programme to the lakes and mountains region.”
But Little believes the tourist board could be doing more to promote the area to younger visitors. “Promoting adrenaline sports, like the French have done, would be a start.”
Italian State Tourist Board UK director Edoardo Betti disagrees. “The lakes and mountains attract a certain kind of mature clientele, and they like the region the way it is. If we changed it, they would go somewhere else,” he said.
Visitor statistics for the lakes and mountains market show it is a mature sector which does not tend to fluctuate much.
First Choice marketing and planning director Adrian Harwood said: “The weak lira always means good value for money. Also, the gradual shift in demographics is towards an ageing population with fewer families.”
Though the region is not cheap, operators have been careful not to price it out of the market.
First Choice has found that price increases simply result in a sharp drop in bookings as the mature clientele go elsewhere.
Though Italy is little cheaper than competitors like Austria, the difference is barely noticeable. JMC’s lead-in price for seven nights’ half-board at the Hotel Palme in Garda starts at £355, departing May 7.
This is comparable to the £369 lead-in for a seven-night break at the Hotel Mesnerwirt in Westendorf, Austria, departing May 13.
“The destination is really suited to people who have done a lot of travelling and who know what they like,” said Harwood.
Lakes and mountains
Airtours: seven nights at the two-star-plus Hotel Diana in Garda, departing May 14, cost from £299. Peak-season prices lead in at £469.
First Choice: one-week half-board at the two-star-plus Hotel Palme in Lake Garda starts at £305 in May, rising to £435 peak season.
Inghams: the two-star Hotel Italia in Limone costs £310 for one week’s half-board at the end of September 2000. In peak season the top price is £394.
Thomson: 10 nights at the three-star Hotel Imperial in Garda start at £395, half-board. Seven nights lead in at £319. A trip to the Verona opera costs from £38; day excursions to Venice start at £28