Olympics boost for ski market
LAST year, Italy’s ski scene was, quite literally, too hot to handle – at least in the southern Alps.
First Choice marketing and planning director Adrian Harwood said: “To say there was a problem with the snow is something of an understatement. The temperature got as high as 20C in some of the resorts during peak season – too warm even to use the snow cannons.”
Now one of Italy’s biggest challenges is persuading UK skiers to use its resorts rather than those in France or Austria, which tend to have a better snow record.
However, Italy’s successful bid to host the Winter Olympics in 2006 could give the country much-needed publicity and halt the four-year decline in the number of skiers hitting the country’s. For 1999/2000, figures are down 4% year on year.
The Italian State Tourist Board will be stepping up its promotional activities this year by taking part in the Daily Mail Ski Show from October 30 to November 8, for the first time in several years.
Italy’s traditional advantage over its competitors has been on price, but in recent years the lira has strengthened, bringing it into line with France.
First Choice offers a lead-in price of £269 for seven nights’ bed and breakfast at the Grand Trun hotel in the southern Alpine resort of Sauze d’Oulx, departing January 9. A lift pass for the Milky Way ski area – Italy’s largest – costs £88 in the low season and £108 peak.
However, there are bargains to be found. Thomson, for example, is offering two lift passes for the price of one in Sauze d’Oulx.
The Dolomites offer a better snow record than the southern- facing Alps, as well as the world’s largest lift network.
At Selva in Val Gardena, seven nights’ full board at the two-star chalet Isgla costs £369, with lift passes available for £94 in low season.
Inghams Italian product manager Ray Hall points out that Italy can often be cheaper on the ground than France. He said sales to Italy are better this year than last, Livigno being the best seller. This high-altitude resort is particularly popular with a young crowd.
Inghams offers seven nights’ self-catering accommodation in the three-star Capriolo apartments in Livigno for £258. Lift passes cost £106 in high season.
Italy does not merely offer good value for money though. Operators say agents should stress the relaxed atmosphere, not to mention the non-ski activities in and around the resorts.
First Choice’s Harwood said:”This is where Italy has the edge over its competitors. If you’re in the Dolomites you can take a day trip to Austria. If you’re in the southern Alps, you can visit Turin.”
Wine tours
The vineyards of Italy feature prominently in the brochures of specialist operators.
Arblaster and Clark Wine Tours features a number of Italian destinations in its 1999 brochure, including Verona, Trentino; Umbria, Tuscany in southern Italy, plusSicily.
The 2000 brochure will be expanded to include the Fruili region, known for its aromatic white wines.
Tours are led by MWs – qualified masters of wine – and bilingual tour managers, who arrange everything from accommodation to wine buying.
Food also features heavily on the itineraries. This year’s Gourmet Italia tour, departing November 8, features truffle hunting in the Alba region, a visit to Modena, the home of Balsamic vinegar, and wine tasting at the Terre Rossa vineyard.
The £1,039 price tag includes flights from Heathrow, five nights in three or four-star hotels, breakfast each morning, seven meals with wine, and all visits and tastings.
Italiatour offers country house hotels in Tuscany and Umbria renowned for their cuisine.
Simply Tuscany and Umbria features seven-night Italian Cooking courses in spring and autumn in a Tuscan farmhouse. Packages include tuition, food and a visit to Lucca, the covered market in Florence.
Verona opera packages
Kirker Holidays offers music tours in 40 European cities. One of the most outstanding events of the musical calendar, according to sales manager Ted Wake, is the opera season in Verona.
“Operas are performed in the original Roman theatre. Seats in the first sector stalls are typically £100, though to sit in the ‘un-numbered steps’ can be as low as £15 – so it’s by no means an elitist interest beyond the means of most,” said Wake.
The season runs from June to the end of August.
Kirker’s lead-in package for three nights’ bed and breakfast at a three-star hotel in Verona is £342, excluding tickets.
Citalia’s lead-in price for an opera break in Verona is £415. This includes three nights’ three-star accommodation on a bed-and-breakfast basis, staying just 5mins from the arena. Flights are daily with British Airways from Gatwick.