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18/05/2017 Tourism and Destinations

Italy, the Great Beauty is worth 240 billion Euros. But with events and tourism it could reach 370

Italian beauty
Italian beauty

In Italy “the economy of beauty” is worth 240 billion Euros, equal to 16.5% of the GNP of Italy. An important number that could grow more by 130 billion Euros if Italian companies reached the activity of the best European companies.

This has been revealed by Fondazione Italia Patria della Bellezza, carried out in collaboration with Prometeia.  A first phase of the survey concentrated on the choice of those variables that make Beauty a measurable economic dimension, identifying specifically the production compartments that nourish it and the value that these generate. Quality consumer goods; ingenious technological goods; creative and tourist industry are the main players of this new category of the GNP. Considering the specificity of each compartment, for each a criterion has been defined purposely to allow to isolate, sector by sector, the production of a larger added value. The compartment of quality consumer goods, that includes categories such as fashion, food and home system, is worth 44 billion Euros. The sector of ingenious technological goods (ex. electronics, mechanics, transport vehicles) produces riches for a value equal to 32 billion. The contribution of the creative industry (es. design, publishing, museums, shows) is remarkable with 61 billion. 

Lastly, the tourism compartment produces beauty for 39 billion. Departing from this data, a second phase of the study wanted to give an idea of the potential of economic development of beauty comparing our Country with the best European experiences. Two growth scenarios indicated by the survey, that aim at estimating the growth potential between 52 billion and 130 billion Euros, arriving therefore to a total value predicted between 292 and 370 billion: respectively 19.5% and 25.4% of the GNP. A key role in the growth of Italy is played, in this context, by tourism. 

The enhancing of hidden beauties of our Country with the development of tourist itineraries to lesser known destinations; the strengthening of the Country as a brand through storytelling; the definition of attractive events capable of enhancing the historic and natural heritage spread on the territory are some of the elements that would allow Italy to increase its turnover by another 20 billion.

 


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