CW1 Toolkit for Destination Planning & Development

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CW1 Toolkit
Module: Destination Planning & Development
New Tourism/Leisure product Toolkit
Chosen Destination: Rome, Italy
1 Understanding the millennial market
Provide an overview of the key traits of the millennial travel market(as this
should inform your proposed new product)(100 words)
Suggested sources of information:
Travelport – Global Digital Traveller 2019 https://marketing.cloud.travelport.com/Global-Digital-
Traveler-Research-2019
Skift Report – how travel advisors love millennials
https://skift.com/2019/12/10/who-loves-travel-advisors-the-most-its-millennials-not-boomers/
Skift report on how Africa is trying to attract millennials – use this as a basis for reviewing your
own chosen destination https://skift.com/2018/02/07/travel-megatrends-2018-africa-needs-to-
woo-millennials-at-home-and-abroad/
The new and emerging destinations and the changes in the travelling styles has increased
the need for the human interaction. As per the Travelport Global digital traveller research
report 2019, which states about the preferences finds that the younger travellers are more
interested for getting travel advise and tour operators for making the bookings (Cavagnaro,
Staffieri and Postma, 2018). The millennial travellers are in need of the human touch at the
right time for carrying out the process. The 50% of the Gen Y usually always turn to the
travel professionals for getting suggestions. Also, the millennial generation is forgoing the
classic beach and looking for a unique experience.

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2 Overview of tourism within your destination.
Provide an overview of the success of tourism to date in your destination –
focus on visitor numbers/flows, tourism revenue, key markets and whether it
is a seasonal destination. (200 words)
Suggested sources of information:
UNWTO (2017-19)Tourism Highlights
Review the weather and holiday packages of the destination – is it a seasonal destination?
Rome, Italy is considered to be the world’s leading destination for tourism which is mainly
because of its incalculable immensity in respect to its archaeological and art treasures
along with the charm of the traditions. This is the main strength of this place. In terms of
inbound tourism, in the year 2019, the total arrivals (overnight) are nearly 65,000 (in
thousands) in comparison to 61,000 of 2018. The domestic tourism declined in 2019 to
50000 from 62000. The outbound tourism also increased for international tourists from
35000 to 40000 in 2019 (European Union Tourism Trends. 2018). State museums in the
province of Rome have an income of approximately 86 mn euros in the year 2019. In this
respect, the complex of the Colosseum, Roman Forum and the archaeological area of the
Palatine Hill is the most renowned and piece of attraction which is being visited by more
than 7.6 mn tourists in the year 2019.The main visitors are from the US visitors who
complete the most international overnight stays, followed by China and Spain. The weather
condition of Rome is Mediterranean with some elements of continentality. It has attractive
holiday’s packages at every season. It is not a seasonal destination but spring is considered
to be the best time.

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3 Destination Audit – an analysis of the existing tourism environment
within your destination
Conduct a destination audit of the 3 key A’s within your destination -
Attractions, Access & Amenities (this audit is based on Buhalis’ 6As
framework). Your audit should show the strengths and weaknessesof each of
the 3 A’s with reference to the millennial market.(500 words)
Suggested sources of information:
- World Economic Forum, Travel & Tourism Competitiveness Reports (provides ‘scores’ for
natural and cultural attractions, air transport and ground infrastructure)
- Travel Guide Books on the destination
- TripAdvisor reviews of attractions, accommodation etc
Destination A’s List the key As
within the
destination
STRENGTHS
(Cite references to
justify your claims)
WEAKNESSES
(Cite references to
justify your claims)
ATTRACTIONS
(are the attractions suitable
for the millennial market?)
Villa
DoriaPamphili,
Villa Torlonia
and Bioparco
di Roma,
Colosseum, St.
Peter's Basilica
and many
more places of
visit
All these places is
vast and on the
evening of
summers it
creates an
ambience with
attractive
backgrounds,
fountains, fauna,
ponds etc. The
super greenery
scenes are its
main point of
attraction (Natale,
and Piccininno,
2018).
But this place might
not be the place
millennial is looking
for, as they for
looking for
something unique.
In case of Villa
Torlonia, it should
be more emphasised
as the tourist spot.
ACCESS (A)
(access to the destination -
Extent of direct flights,
ferry ports etc)
Direct Flights There is easy
availability for
flights Rome
which is even
direct and at the
reasonable prices.
But during the peak
time or the season,
the availability of
the ticket might be a
problem. Also, even
if the flight is
available then it can

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beof long duration
which might turn
out to be very tiring.
ACCESS (B)
(access around the
destination – quality of
trains, road networks etc)
Public
transport
system: metro,
bus, tram,
Urban railway,
taxis, transport
tickets and the
travel cards
The availability
of different types
of transport
facilities within
the destination,
Rome, is its
strength in easily
making
movement from
one place to
another. Also,
there is no need
to rely upon just
one sources, and
this public
transport system
is easily available
and be accessed.
This facility
results into
attracting large
customers into
the place for the
purpose of
holidays as there
is no problem of
transportation
(Maier, 2020).
The metro is
Rome has 3 lines
which cross the
city diagonally
and stops at the
city’s main point
of attractions.
With the limited
availability of
metro, bus can be
used for getting
around in the city.
It is right that the
quality of transport
system of the place
is good but in order
to take the train or
the metro requires to
be at that place on
time otherwise you
will miss it. In cases
of taking taxis will
be little costly in
comparison to the
other transport
facilities being
available. Also,
because of
limitation n metro,
the traveller might
eb require to change
the transport as per
the situation.
AMENITIES
Accommodation sector (is
the accommodation
suitable for the millennial
market?)
HOTEL
ADRIANO,
HOTEL
ABRUZZI,
J.K. PLACE
ROMA,
PORTRAIT
In terms of
accommodation,
Rome is a perfect
place and for
getting suitable
for the
millennials is
The places available
as accommodation
can cost very
expensive if the
prior booking s not
done. In simple
words, under the