Tourism, Italy Queen of Europe. Tuscany better than Trentino-Alto Adige

Italy confirmed, for the second consecutive year, the European primacy in the general classification of the European Tourism Reputation Index (ETR Index) Designed by the Demoskopika Institute, which, using the same methodological approach as the Regional Tourism Reputation Index (RTR Index), is aimed at offering further confrontation bearers also among the main European tourist destinations.

In particular, the top ten destinations for arrivals were identified on the basis of the latest available data (Eurostat, 2023): France, Germany, Spain, Italy, the Netherlands, Austria, Poland, Sweden, Greece and Portugal. And so, in 2023, the countries identified, with over 863 million arrivals, represent about 84.7% of the total data detected in the 27 national tourist systems of the European Union (1,020 million). And, moreover, the appearances generated a total of just over 2.5 billion equal to 84.4% of the total overnight stays in the EU countries (over 2.9 billion). In particular, The Belpaese gets the primacy in two indicators (search for the destination, popularity of the destination) out of four and the silver medal in a third indicator, relating to the evaluation of the tourist offer (receptivity, catering and cultural).

The positioning in the social reputation rating is less performing, which measuring the appeal of institutional channels, delivers only a fourth place to Italy. Moving the level of analysis to regional tourist systems, Tuscany, with 109.6 points according to the methodological scheme prepared by Demoskopika, blows the first place at Trentino-Alto Adige (108.0 points) In the general classification of the Regional Tourism Reputation Index, reached its eighth consecutive year on the basis of the following research areas: visibility and interest of the regional institutional tourist portals, their social appeal at the stakeholders. And again, research and popularity of the destination; and finally, quality and appreciation of catering, receptive and cultural offer. To weigh more than significantly for Tuscany, the primacy of the level of popularity or online interest compared to the other competitive regional destinations and the second place in the evaluation rating of the accommodation, catering and cultural offer with almost 79 thousand structures and attractions evaluated more than positively from the general public of visitors.

Third place for Sicily (104.6 points) on whose performance, which guaranteed her an entrance on the podium, have weighed in a significantly integrated way: from the level of appreciation for the almost 78 thousand structures and attractions evaluated more than positively by tourists , at the level of popularity of the destination detected on Google Trends passing through 845 thousand pages indexed on Google as the initial evaluation of the volume of online offer of the destination. And the numbers of the Demoskopika index to measure the reputation of regional tourist systems are more than significant: over 26 million indexed pages, about 8.3 million likes and followers on social networks, just over 941 thousand structures and Attractions observed: 217 thousand restaurants, 593 thousand accommodation facilities and almost 132 thousand cultural attractions.

“The data of the European Tourism Reputation Index for 2024 – comments Raffaele Rio, president of Demoskopika – confirm the centrality of Italy in European tourism, thanks to the strong online visibility and the growing interest in its destinations. However, the positioning on the social reputation confirms the need to invest in forecasts of the most advanced tourist flows, the only tool that allows you to anticipate the trends of the demand, optimize the demand and direct targeted marketing campaigns, thus improving perception and the attractiveness of Italy. A careful predictive analysis allows, therefore, – specifies Raffaele Rio – to intercept emerging travelers segments, adapt services and promote content in line with the expectations of the public, strengthening the reputation of the country as an innovative and welcoming destination. Tourism, today more than ever, is played on the field of perception and reputation. Who will better interpret the dynamics of the demand – concludes Raffaele Rio – will be able to strengthen their positioning and increase the economic value of the sector “.