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7/05/2014 Tourism and Destinations

Tuscany, the growth of incoming depends on weddings

Wedding in Tuscany
Wedding in Tuscany

Tourism Tuscany thinks big and after having aimed at the new markets (China and Brasil mainly), it is now concentrating on three specific segments: weddings, cycling tourism and wine-tasting tourism. Promozione Toscana, the Economic Promotion Agency of Tuscany has prepared three projects that have the objective of intercepting fluxes that, according to international statistics, involve complexsively 57 million tourists.

"The tourism world is in constant evolution - explains Alberto Peruzzini, Director of the tourism sector of the Agency - and to be always in first place it is necessary to work ahead of time on those segments that, in the future, will offer the major turnover on the initial investment."

As far as the wedding target is concerned, the most recent statistics show that weddings are celebrated every day, in all the world, and generate 6 million trips. Honeymoons - and even more so weddings abroad - are a phenomenon in constant growth. The estimates from the latest assembly of the International Conference on Hospitality & Tourism Management, indicate an increase of +75% from 2007 to 2012. "As a concrete example - illustrates the Toscana Promozione manager -, suffice it consider that in the USA alone 2 million weddings are celebrated every year, of which 500 thousand are organised abroad. Italy could intercept at least a 10% of this, with an enormous benefit for revenues."

Discussing weddings, in fact, means to talk about an emerging fashion, that is that of weddings abroad. A market that involves all figures of the hospitality chain, from the facilities to the locations, from restaurants to car rentals and all other service suppliers. It is enough to think that an Indian wedding, celebrated last year in Florence, generated a complexive budget of 8 million Euros for 700 guests, 5 exclusive hotels, 35 hairdressers, 60 florists, 200 private cars.


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