Short-break demand in the Italian cities sector has boomed since the arrival of the low-cost airlines.
THE EXPANSION of low-cost scheduled air services to Italy has helped the country achieve one of its highest-ever annual visitor performances from the UK market.
Figures from the Italian State Tourist Board show 2m UK passengers visited Italy in 1998, up from 1.7m in 1997.
Director UK and Ireland Edoardo Betti said: “The low-cost carriers are a prime reason for the success of Italy last year, and Ihope this will continue in 1999.
“The gap between people who buy a package tour to Italy and those who go on holiday independently is widening every year. Fifteen years ago, 80% of people bought a package; now that figure is 56%.
“People are becoming more independent. They want to be masters of their own time, and are choosing to fly with low-cost carriers.”
Of all the European countries, Italy is particularly well served, with a low-cost carrier operating to most major cities.
British Airways subsidiary Go flies to Rome, Milan, Venice and Bologna; Ryanair serves Venice, Pisa and Rimini; and Debonair operates to Rome. Ryanair plans to add at least another two or three Italian cities later this year.
The success of the no-frills airlines has spurred carriers such as British Airways and Alitalia to introduce more competitive long-weekend rates, and tour operators report an increase in demand for accommodation-only. Magic of Italy manager for cities Richard Hume said: “A lot more people are going on city breaks to Italy because of the opportunities presented by the low-cost airlines.
“They are making an impact on accommodation-only bookings and increasing the size of this market.”
Some operators are featuring special deals in conjunction with the airlines. Eurobreak currently has an offer of four nights in Venice for £199 per person. The price includes bed and breakfast accommodation in a two-star hotel near to St Mark’s Square and flights from Stansted Airport with Ryanair. The price represents a saving of £60 per person on the brochure rate.
Eurobreak operations manager Channa Madanayake said: “Low-cost carriers have been very aggressive with their pricing. This deal has been selling fantastically.”
Citalia is also featuring packages with Ryanair from Stansted to Florence and Venice. Prices start at £145 including flights and three nights accommodation. Managing director Camillo de Simone said: “The customer prefers low prices, and established airlines are cutting their prices to respond.
“Even Alitalia and BA are now reducing their prices. This is good news for the customer because they are able to get three nights for £199 in a three- star hotel, compared to £235/£240 last year.”
Italy specialists have joined forces with the tourist office to organise roadshows and educationals later this year to heighten interest in Umbria, the only Italian region to suffer a drop in UK visitors last year. The area was hit by an earthquake two years ago, and visitor numbers are currently 30% down on the figure before the disaster.
The first educational will take place in May. Dates and venues for the roadshows have yet to be fixed.