Hotel & Tourism SMARTreport #45

EUROPE
Hotel & Tourism
SMARTreport #45
2020 Winter Edition 23
23
SPOTLIGHT ON EUROPE
– WITH SOME EXTRA
ITALIAN FLAIR
Europe’s nations – as a collective
destination - continue to be the
most popular tourist attraction
in the world when taken “as
a whole”. For the European
economy alone, travel and
tourism is reported to have directly
contributed an estimated €782bn
to GDP in 2018 and 14.4 million
jobs through direct employment
in the sector. The southern /
Mediterranean region of Europe
is the most popular destination
region in terms of international
arrivals, followed by Western
Europe.
Italy has long been high on the list
for international travellers, along
with France and Spain, and to
this end, Italy’s national tourism
authority, ENIT, has been pushing
much more strongly in the past year
or so - especially since the arrival of
the organisation’s new President,
Giorgio Palmucci (see interview -
page 4) to grow inbound tourism
figures. Working much like a
“conductor” for an orchestra of
different regions, all pushing their
own wares, ENIT has done an
admirable job of enhancing “Italy
as a brand”. In this section, we take
a look at what’s new and exciting
across Europe as a whole, but in
particular, we are highlighting a
number of new initiatives when it
comes to inbound tour operators
and hospitality players in Italy. You’ll
see for yourself… The dynamic is
incredible.
We also spotlight a number of
other “hot ideas” in the industry
on the continent. Enjoy!