Feasibility Study: Rome, Italy - Millennial Tourism Market Analysis

This report presents a feasibility study focused on the development of tourism in Rome, Italy, with a specific emphasis on attracting the millennial market. The study begins with an introduction to the importance of tourism for economic growth, highlighting Rome's existing appeal as a major tourist destination. It then analyzes the characteristics of the millennial market, identifying their preferences and travel behaviors. The report includes an overview of Rome's current tourism landscape, detailing visitor numbers, revenue, and seasonality. A comprehensive destination audit, based on the 3 key A's (Attractions, Access & Amenities), is conducted to assess the strengths and weaknesses of the existing tourism environment. The report explores potential new tourism products, such as converting historical castles into hotels or museums, and examines the government's commitment to sustainable tourism development. The study also addresses practical considerations, including service details, location strategies, community development, and safety and security measures. The report concludes with recommendations for enhancing Rome's tourism offerings to effectively target and engage the millennial demographic.

Destination Planning &
Development

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Understanding the millennial market.....................................................................................3
TASK 2............................................................................................................................................4
Overview of tourism with your destination............................................................................4
TASK 3............................................................................................................................................4
Destination Audit – an analysis of the existing tourism environment within your destination. .4
Outbound millennial market which should be targeted..........................................................6
Strengths in the destination that could be a developed in new market...................................6
TASK3.............................................................................................................................................6
Commitment of the government.............................................................................................6
TASK 4............................................................................................................................................7
Details about the service.........................................................................................................7
Location..................................................................................................................................7
Community development.......................................................................................................7
Availability.............................................................................................................................8
Aligining.................................................................................................................................8
TASK 5............................................................................................................................................8
Safety and security.................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...............................................................................................................10

INTRODUCTION
This report is based on the development of the tourism and development of the
destination in any country or place. Destination development is explained in such a way that it
attracts more tourists and people towards it and helps in generating the revenues for the
government. Tourism is one of the factors which affects the growth of the economy and plays a
crucial part in the development of an economy. This report is based on the tourism spot of Rome
which is in Italy as it attracts many tourists every year and helps in generating the higher level of
profits for the government of Italy. Destination development will help Italy in improving the
experience of the tourists who visits every year and it will help in attracting more and more
tourists.
TASK 1
Understanding the millennial market
Millennial market is one of the easy market target as it the millennial target market
people are loyal to the brand for the long term. Millennial market is explained as the people of
society who represents young adults. People who belong to the millennial market understands
that the every organisation sales depends on them as they are the most targetted consumers by
the organisation. Millennial market in terms of travel is explained in such a way that the young
adults are the one who have the urge and knack to explore new and different places and they are
the ones who wants to learn about the new culture and it helps travel industry to target them and
to attract them (Morrison, 2018).
TASK 2
Overview of tourism with your destination
Tourism is one of the sector which produce great revenues for the economy of the
country. Tourism helps the country to develop it's economy and helps in generating the revenues
and tourism helps in attracting the people to their country in order to help them in learning their
culture and languages (Lai, Khoo-Lattimore and Wang, 2019). Tourism helps in building the
infrastructure and encouraging the tourists to visit their country and learn about their history,
culture and values. Italy is one of the travelling destinations in the world as every year thousands
of tourists visit their tourism spots. There are many tourism spots situated in Rome which

includes The colosseum, Roman forum, Trevi fountain, Piazza Navona, St. Peter's square etc.
These are one of the best places in the Rome as it have rich history behind these monuments and
places. Rome is one of the top tourist destination in the world and people also consider Rome as
place for their destination wedding. Tourism helps Italy in generating their revenues for their
country and it help in strengthening the economy of Italy.
TASK 3
Destination Audit – an analysis of the existing tourism environment within your
destination
Destination Keys within the
destination
Strengths Weaknesses
Attraction Colosseum
Trevi Fountain
Roman Forum
St. Peter's Square
The strengths of these
places includes that it
attracts tourists from
all over the world and
it helps in gaining the
new insights about
their history and about
their culture, values
etc. Italy generates
major part of their
revenues from the
tourism sector and the
government always
focuses on improving
the experience for the
tourist spots for the
people who visit every
year (LUŠTICKÝ and
MUSIL, 2017).
The weaknesses of the
attraction sometimes
includes the places
getting crowded and
unavailability of the
tourist guides because
sometimes tourists
have to face language
barriers due to which
they won't be able to
understand the history
of the tourist places.

Access Flights In order to encourage
and attract more
tourists the flight
companies offers
exciting packages for
the tourists and these
places are easily
accessible and flights
are always available
for the tourists who are
planning to visit the
Rome. The easy
accessibility to the
tourist spots helps in
tourists to plan their
trip effectively (Fyall
and Garrod, 2018).
The flights are the
only mode of
transportation for the
tourists who belong to
other country.
Sometimes due to
busy schedule of
people airlines
companies charges
higher prices for the
consumers.
Amenities Hotels, Lodges There are hotels and
lodges near the tourist
spots of the Rome
which makes their trip
efficient as tourists
doesn't have to go far
from the places and
they can plan
according to their
availability and can
plan according to their
needs (Lam, Chan and
Due to unavailability
of hotels and lodges at
peak time many
tourists have to find
other hotels which are
far from the tourists
spots and it results in
the wastage of time.

Peters, 2020).
Outbound millennial market which should be targeted
The people which are focused and have urge to explore different culture, places and
values are the ones who can be targeted as we all know these days the young adults are the ones
who have urge to explore new places and to explore the history of new places and it helps them
in understanding the new culture and places. Millennial market creates a huge opportunity for the
tourism industry as they can motivate the young adults to explore by proving them the exciting
and attractive packages (Pechlaner, 2016).
Strengths in the destination that could be a developed in new market
There are many castles in the Rome which can be turned into the hotels and lodges by
which they can experience the history of the place and can experience how does it felt to be live
in castle which is enriched with such long history. New restaurants can also be opened near the
tourist places which provides Italian food because it would help them in understanding the Italian
cuisine and the taste of Italian food.
TASK3
Commitment of the government
Every government in there world want have a good income from their tourism sector, like
wise the government of Rome is also planning for enhancing their tourism sector and they want
to develop their tourism and make it sustainable. For this purpose the government have taken
Helsinki Vision 2050 City Plan as an example. For this they want to develop their country and
encourage those companies which will help them in long term sustainable whether it be
environmental social or economical. The government wants to maximize their tourism industry
so that they can sustain themselves for long time and can increase the tourism industry (Le and
et. al., 2020).
TASK 4
While providing the service government have to make a note that their product should be
feasible and economical. Their service should be an eye catchy service, as Rome is an ancient
country so they will be having a lot of old castle which are very mesmerizing to the millennials.

What government can do is that they can turn these castle into hotels or they can make this
castle as a museum which will be attracting a lot of customers. As they are already having castle
the government only have to invest in making it a better place.
Details about the service
The new services that the government should provide is that they should turn their old
and abandoned castle into museums and hotels. This will help them in boosting up their tourism
sector. As the castle are old and they are already attracting a lot of customers, what government
have to do is that they have to just turn them into good and attracting tourist place so that the
tourist can come and stay here and have a premium and quality feel during their stay in the
castle.
Location
The government of Rome should choose an area which is having very low tourist
engagement in them through this they can develop thee areas. As in Rome their are numerous
number of castle and there are various areas which are very rich in their castle but are having
poor tourist engagement. So the government should be choosing a backward region so as to
increase the tourist engagement and with that they can also develop there area for their
sustainable development. As the tourism will grow the area will also grow with that (Baptista
and Matos, 2018).
Community development
When developing the tourism industry the government will also have to also see that they
are bringing some positive vibes to the society that they are operating within. What happens a
lot of times is that the when the tourist come they just throw the waste everywhere which will
make the area look bad and a lot of time it becomes a reason for the protest from the local
people. So the government should develop their business should have some non profit
collaboration and they should also have some strict guideline related to the wastage by the tourist
(Novais, Ruhanen and Arcodia, 2018).
Availability
Their are various places in Rome where the tourism sector is high on some season and
after their business are very low. If this happens then it will be very hard hit for the tourism
sector. So the government should make their castle in such away that that the people will be

willing to come all the year and they are willing to visit here every season. This will not only
help the government but it will also help the tourism industry to be active the whole year. As the
services will be available the whole year the government will be easily having a lot of income
form the tourism sector.
Aligining
When someone is coming for their stay what they want is that they should be having a
peaceful and an quality stay. During their initial days they have to target those customers which
are willing to afford premium price for their quality stay and afterwards when the tourism
industry have grown they have to make their services available for all the other people (Koo and
et. al., 2016).
TASK 5
When doing some development in some areas the government or the company will have
to face many problem and these problems can be crucial during the point of their starting and
some of the major issues that they are going to face are as follows :
lack of local support - the first band the most major problem that the government will face is the
problem of not getting the proper support from the local people. This is due to the fact they will
not be providing and betterment in the local area. The local people think that the government will
come and they will just exploit their resources and this will only create mayhem between the
local people and they will also think that when any new company or any new people will come
they are not going to respect their culture and they are not going to live like their culture. So the
government when developing the tourism in the backward areas have to develop an
understanding within the local people so that they are not going to do any protest when the area
is developed or the castle is turned for the tourism industry. The government will also have to
respect the culture and develop their castle in a way that they local people will support them in
developing more and more (Janamian, Crossland and Wells, 2016.).
Safety and security
Nowadays people want to live happily and with security and the government should
provide the tourist with the required they have to stop the thieves from mugging the people so
that the tourist can have their stay in the area while having safety. Every year a lot of tourist are
facing problems like the mugging ad etc. so the government have to make a note that as they are

developing the tourism sector they also have to develop the safety and security of the tourist in
that areas.
CONCLUSION
From the above report it is concluded that the government of Rome is doing analysis in
various ways so that they can increase their tourism sector and that they can have a developed
and sustainable tourist area for a long time. For this purpose the government have thought to
develop the abandoned castle to goof hotels and museum. For this they will face many
challenges but they have to overcome these challenges so that they can give a boost to their
tourism sector.

REFERENCES
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