Italy - Travel & Tourism: Growing market with developed infrastructure (Strategy, Performance and Risk Analysis)
Italy exhibits a strong tourism position in terms of the number of domestic trips and international arrivals. In 2016, it ranked fifth in the world in terms of international arrivals. Some of the country’s major attractions include the Colosseum, Venice canals, Pompeii, Leaning Tower of Pisa, Florence Duomo Santa Maria del Fiore, and Vatican City.
The market value for rental cars witnessed growth over 2012-2016, mainly driven by increased demand for leisure activities and an increase in tourist inflows. Car rental revenue increased at a CAGR of 0.9%, from US$1,273.1 million in 2012 to US$1,318.9 million in 2016. Further growth in tourism and steps towards financial stability being undertaken by the government are expected to drive car rental revenue at a CAGR of 0.5%, from US$1,375.4 million in 2017 to US$1,492.6 million by 2021.
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Promotional strategies to drive number of international tourists
Total tourist volumes in Italy increased at a CAGR of 0.9%, from 155.0 million in 2012 to 160.3 million in 2016. Tourist volumes are expected to increase further at a CAGR of 2.7%, from 165.7 million in 2017 to 184.5 million in 2021. This growth is predominantly due to an increase in tourist volumes from international arrivals and departures for leisure activities. The total number of domestic tourists witnessed a CAGR of -1.3%, from 78.6 million in 2012 to 74.6 million in 2016, owing to the economic uncertainty that followed the debt crisis in 2009. However, the country’s strong recovery following the economic downturn is expected to increase the number of domestic trips at a CAGR of 1.9%, from 76.9 million in 2017 to 82.8 million by 2021. The share of domestic tourists, which constituted 60.0% of the total number of tourists on average over 2012-2016, is expected to decline to an average of 57.7% over 2017-2021.
Demand for air travel to foster revenue growth
Total passenger airlines revenue posted a CAGR of -0.8%, from US$24.0 billion in 2012 to US$23.2 billion in 2016. Full service airlines accounted for most of the revenue over 2012-2016 and this is expected to continue over the forecast period.
Leisure travels generate high revenue in the rental cars segment
An increase in utilization rate, rental occasions and rental days have fueled growth in the Italian car rental market. The market value of rental cars increased at a CAGR of 0.9%, from US$1,273.1 million in 2012 to US$1,318.9 million in 2016, and this is further expected to increase over 2017-2021 to US$1,492.6 million.
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