Italian travelers to USA some random thoughts Donatello

Italian travelers to USA some random thoughts Donatello Osti Travel & Tourism Specialist U. S. Commercial Service U. S. Consulate General, Milan Italy The only function of economic forecasting is to make astrology look respectable J. K. Galbraith

Italians traveling abroad Leisure travels abroad: art cities & natural beauties sources: ISTAT, Bank of Italy

Italians USA Great appeal (second most preferred extra-EU destination) Relatively long trips Looking for «something different» (experience involving a person as a «whole» ) Most attractive places: New York (big cities), National parks sources: ISTAT, Bank of Italy

IT USA: a NON-scientific survey Leisure travelers • First time tourists – do a once in a lifetime trip – many for honeymoon as first stop • then Mexico/Caribbean locations – little knowledge of possibilities offered by the country • “seen on TV” • Maxi repeaters – USA lovers and connoisseurs – attracted by novelties and different offers • Medium repeaters – practically missing (“been there already”) – need more knowledge • ease of travel, not so expensive … – need to be better “managed” & kept engaged when back home

IT USA: a NON-scientific survey Business travelers • Not only for “standard” business but also for getting new ideas & education/study tours • Perception of USA being a step ahead – technology and/or business practices/models – e. g. Napa Valley vineyards, Silicon valley etc. • Difficult conversion to leisure – “been there already for business”

IT USA: a NON-scientific survey General points • A growing market • Two kinds of destinations – well known & “self-selling” – many unknown places • USA too big and diverse & need more trips – a “missing perception” in the average Italian traveler – no real awareness of the possibility to have a full and diverse experience • live as a cowboy, travel the route 66, follow the Oregon trail, play with New Orleans musicians…