Given the number of operators in the marketplace, the Italian State Tourist Board might be forgiven for getting complacent.
But ambitious plans are afoot for UK and Ireland director Edoardo Betti.
“If nothing goes wrong, visitors from the UK should finally reach the 2m mark. We missed it last year, as the Kosovo conflict put people off travelling to Italy,”he said. The final figure for 1999 was 1.8m.
Although the Christmas period did not sell well – Betti blamed the flu bug for deterring people from going abroad – the tourist board noticed a large upturn in early January, thanks in part to the millennium and Holy Year in Rome, combined with Bologna’s status as a European City of Culture for 2000.
Betti noted that, in terms of regions, while Tuscany and Umbria are still the most popular by far, the neighbouring Marches region is fast up and coming as an alternative.
This year has got off to a good start though. According to Italian Life group business development manager David Stamp, sales are increasing weekly, up 21% on this time last year, despite the late brochure launch in January, as opposed to December.
Stamp is not happy though. “I believe the brochure could be selling three times more than it is at the moment. The product is right, the prices are competitive and the choice is there,” he said.
However, the number of visitors to the regions should be boosted this year by the introduction of two new low-cost carrier services.
Ryanair is set to launch a daily service from Stansted to Lamezia from July 1 while British Airways’ Go will start daily flights from Stansted to Naples on May 25.
Italian Life’s strategy will be to stress that it specialises in villas and other self-catering properties.
“Operators such as Citalia, Magic and the like all have good programmes but we don’t really see them as competitors as they sell mainly hotels and catered accommodation.
“We’re now focusing on developing business through identified specialist agents in key catchment areas,” added Stamp.
Italian Life is not without its competitors though.Vacanze in Italia – part of the Independent Travellers portfolio – offers a similar product to a similar market – affluent empty nesters looking for a holiday with an unpackaged feel.
The majority of operators confirmed that the bulk of their traffic to Italy is made up of this type of client – older visitors looking for a cultural holiday. For a country which loves children so much, it doesn’t attract that many youngsters.
JMC has bucked the trend with its Lakes and Mountains programme, offering a dedicated biking product through Neilson for the first time.
Three-day packages can be sold as an add-on to its lakes and mountains product in Arraba in the Dolomites, at a lead-in price of £40 per person.
JMC specialist products marketing manager Adrian Howell said he hoped products such as this would encourage families and younger visitors.
First Choice too acknowledged that the lakes and mountains programme attracts a younger market on average, although product manager Rachel Oliver said that for hard-adventure holidays, Austria is a stronger contender.
The tailor-made arm of the lakes and mountains programme – which is called Active – offers a variety of activities from mountain biking to white-water rafting.
If that sounds too frantic though, Lake Garda is a popular all-round choice, noted Oliver.
Seven nights’ half-board at the three-star Hotel Torbole, which is close to water sports amenities and tennis and horse-riding facilities, leads in at £319.