CW1 Toolkit for Destination Planning & Development in Rome, Italy

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
Millennial travellers are born in between the year 1981 and 1999. They are usually tech
savy and completely dependent on this aspect, experimentally driven, resilient, calculated
and possess social nature. The service that can be launched for millennial travel is
augmented reality that will allow customers to search whatever they need. The application
will provide them an option to scan the image and accordingly information will be
provided. Furthermore, the communication barrier can also break as there countries across
the world where English is Unicorn and it might become difficult for traveller to
acknowledge those signs (Pencarelli, 2020). This can be done in Rome in order to provide
people with enhanced travelling experience through the process of digitalisation.
ope, as they’re often seen as expensive.

2 Overview of tourism within your destination.
Provide an overview of the success of tourism
The arrival of International tourists have been grown up at the remarkable rate in 2017 that
is by 7% and this has been reached to 1,322 million as per UNWTO world Tourism
Barometer. It was anticipated that the mark will reach to 4-5% in the year 2018. But in 2020
this percentage have been drastically impacted by around 70 to 75% for the entire year.
The news associated with vaccine boost the confidence of travellers but still there is a long
road for recovery. Based on the current evidences, it has been identified that there was loss
of $118 or even more because of ongoing Covid0-19 pandemic. In between the years 2006
to 2019 the arrivals to Italy that is both domestic as well as foreign guests were increasing.
Moreover, in 2019 there were 131 million arrivals in comparison to last ten years and this
was 95 million.
The above graph illustrates number of visitors to Italy and it can seen that number of
visitors are increasing which has lead to generate gross revenue of 237.8 billion euros in
2019.
ope, as they’re often seen as expensive.
Illustration 1: Visitors from 2006 to 2019

There is a rapid decline in the arrival of millennial travellers across Italy. Travellers visit the
place during spring and autumn when temperature is comfortable.
Audit – an analysis of the existing tourism environment within your
destination
Conduct a destination audit of the 3 key A’s within your destination
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 Mount Etna,
Monterosso Al
Mare, Rome,
Amalfi Coast, Capri,
Florence and Milan
Phenomenal food
Off-the-grid
adventure
Millennial market
can spot cheapest
spot
Buzzing nightlife
Natural beauty and
natural heritage
Language barrier
Dirty street
Very different
weather and this is
not consistent
around the year.
ope, as they’re often seen as expensive.
Illustration 2: Estimated impact of the coronavirus (COVID-19) pandemic on tourist arrivals
in Italy between January and August 2020, by region of destination

ACCESS (A) There are different
modes of
transportation that
can be utilised by
travellers who want
to visit Italy. They
are by air, trains,
coach and cruise.
In Italy while
travelling by the
train traveller can
par 253 euro for 7
days travel.
Early plane
booking can save
the cost and time
will also be saved.
Coach provides the
cheap deals and is
regarded as easiest
way to travel
across the country.
The cruise
organisation like
Costa and MSC
provides people
with incredible
deals for people.
This enables to
save lot of money
and different
locations can be
visited in single
trip.
Travel by train can
be costly as well as
time inefficient.
Each service like
drinks, hold luggage
needs to be paid
extra.
Coaches usually
leads to
inconvenience due
to being struck in
the traffic and this
increases the
potential travelling
time (Best Way To
Travel Europe: Pros
And Cons Of Each
Transport Mode,
2016).
Cruises are very
expensive and
cannot be afford by
middleman. There
are strict schedule
like cruise do not
spend more then 8
hours across the
harbour but if
person have liked
the place then they
cannot visit the
place properly. All
the extras needs to
be charged.
ACCESS (B) It is easy to go
around different
towns and cities
across Italy but this
might be dangerous
to drive (Pros and
Cons of moving to
Italy, 2020).
People either
millennial or of
country they tends
to make
complaints
regarding the
public transport
but this generally
good. Though
there is a lack of
punctuality but this
The driving culture
that prevails across
the country is not
good that denotes
over the limit speed.
In addition to this,
people often find
rules to be
confusing and roads
are often found
congested.
ope, as they’re often seen as expensive.