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18/02/2015 Statistics and MICE researches

Incoming, in the sign of luxury and Bleisure

Luxury tourism
Luxury tourism

Great Beauty, though luxurious, and business travel combined to some days of relaxation. These are some of the major tendencies of the incoming tourism for the next future, that emerged during the first Annual Tourism Conference hosted during the last edition of BIT, the International Chamber of Tourims of Milan. Chris Fair, President of Resonance Consulting – an interntional company specialised in destination marketing - has presented the 2015 Tourism and Travel Trends Report, a research on some of the most interesting trends for the next future.

Among the phenomenons for growth, there Bleisure, the combination of some days of relaxation to a business trip (94% of younger travellers). Also of great relevance is luxury which, with the globalisation of the middle-high classes, takes on a relevant dimension yet retaining its niche. There are about 35 million multi-millionaires in the world and, as resulted from the survey, are mostly looking for "unique" experiences in out of the ordinary locations. 

More focus on luxury, seen as an opportunity for Italy, in the new research by Think with BIT, the BIT Observatory, carried out by Emilio Becheri, Director of Mercury Turistica and presented in preview during the Convention. The research highlights that luxury has become above all a way of enjoying the trip (for example with very personalised services and of high quality) and it is divided into about 19% if pure luxury (among extra, intermediate and accessible) and a 34% of middle-high class, which will become respectively almost 20% and over 35% of the total trips in 2020. The Made in Italy luxury attracts mostly Chinese, Russian and other BRICS Countries, Korean and Middle-Eastern, but also German, French, Spanish, Dutch and Swedish.

For luxury, foreign tourists represent  69.4% of the total against 34-38% of the lower segments. What to aim at? Substance, quality and beauty: "The Great Beauty", thus, confirms to be the key to assert the Italian product in the world.

 

 


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