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THE RELIGIOUS TOURISM IN ITALY

THE RELIGIOUS TOURISM IN ITALY. IFTTA Congress – Roma, september 2010, the 3 rd. Prof. Avv. FRANCESCO MORANDI, Ph. D. Dean of the School of Economics and Management of Tourism – University of Sassari, Italy. DEFINITION. RELIGIOUS TOURISM

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THE RELIGIOUS TOURISM IN ITALY

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  1. THE RELIGIOUS TOURISM IN ITALY IFTTA Congress – Roma, september 2010, the 3rd Prof. Avv. FRANCESCO MORANDI, Ph. D. Dean of the School of Economics and Management of Tourism – University of Sassari, Italy

  2. DEFINITION RELIGIOUS TOURISM Religious tourism imposes itself as a research of common values of peace, fraternity, local community, roots of Sacred, reading of forgotten symbols, buried symbols that still indicate the route to salvation. The cultural heritage, the environment, the landscape and the local communities are considered not only as natural scenario, but also as a sacred place and a way to experience history.

  3. THE MARKET PILGRIMS & TURISTS • 300-330 million of travelles in the world • 18 billion dollars the business in the world (WTO) • 4,5 billion dollars the business in Italy • Italy is the most famous destination - 3.700 citations in international press (BitLab Observatory) • In the last year, in Italy, the demand is still encreased: – for 20%, the domestic tourism (40 million travellers); – for 36%, the international tourism • In Italy it represents the 6% of the market • Middle Est is increasing his attractive

  4. THE DESTINATIONS THE MOST VISITED DESTINATIONS IN ITALY • [Rome:] 23.500.000 pilgrims/visitors • Loreto Sanctuary: 4.000.000 pilgrims/visitors • S. Giovanni Rotondo (Padre Pio): 4.000.000 pilgrims/visitors • Pompei (BV Rosario): 4.000.000 pilgrims/visitors • Padova (S. Antonio Basilic): 4.000.000 pilgrims/visitors • Assisi (S. Francesco Basilic): 3.000.000 pilgrims/visitors • Assisi – S. Maria degli Angeli: 3.000.000 pilgrims/visitors • Torino (Sindone): 3.000.000 pilgrims/visitors

  5. THE PILGRIMS / VISITORS THEIR RELIGIOSITY THEIR PROFILE THEIR AGE

  6. THE PILGRIMS / VISITORS THEIR WAY TO TRAVEL THEIR ACTIVITIES

  7. THE PILGRIMS / VISITORS HOW MUCH DO THEY SPEND

  8. THE PILGRIMS / VISITORS THEY DO APPRECIATE THEIR MOTIVATIONS

  9. A BENCHMARK WITH LOURDES In Lourdes the pilgrims/visitors: • use a package travel: 86,6% (Italy 35,9%) • the 50% stay for at least 3 days • the 1 day visits are the 3% (in Italy it’s the rule in 75% of places: almost all excursionists) • 55% use the plane to get there • repeaters are 58,3% (and the 20% has been back more than 5 times!)

  10. FINAL CONSIDERATIONS • Despite the economic crisis, the phenomenon is still increasing • The demand is expressed not only by the religious persons, but also by other tourists, included the non religious ones • The pilgrim/visitor is a person more cultured than average • The pilgrim/visitor is not an elderly person • In these places the customer satisfaction joins a better level (we could obtain an increasing effect on the expenses and on the duration of visit if we had an appropriate offer) • At the end: in Italy there’s still a lot to do to improve!

  11. Thanks for your kind attention! Prof. Avv. Francesco Morandi University address: morandi@uniss.it Law Firm address: francesco.morandi@danovi.it / www.danovi.it

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