Travel packages and themes for Italian market

Everybody is talking about the recession hitting the Southern European states, which has been the reason for some decline in tourism volume in Nordic countries. But there are according to our survey some interesting topics and themes we should take into the consideration developing travel products tailor-made for Italian customers.PONTI:•Italians often use ”ponti”, which means one or two days of annual leave added on to the bank holiday=> Short breaks to the European destinations ONLINE:•Shopping online exceeded first time 10 million persons in Italy in 2012•70 % of all purchases are by those under 44•13 % by those of +55•Discounted online holiday vouchers is expanding in Italy (Groupon, Letsbonus) FAMILY TRAVEL:•76 % of Italian families are thinking to have at least one holiday trip of 4 days in a year•2012 Children’s Tour exhibition in Modena=> The sector is booming CITY BREAK:•Market share of Italians visiting in Finland, Helsinki 45 %•Helsinki 2013–Tall Ship Race 2013–Local Food, Sea and Design main image marketing•Combination Helsinki – Turku – Tampere•Helsinki – Tallinn LUXURY TRAVEL•It’s not so vulnerable to the recession•2 – 3 travels /year•Average lenght of stay 10 days•Season August – December•Tour Operators and Travel Agencies important channel to book