Tourism Departement Roma Capitale May 13, 2015

13 May 2015

Tourism and Fashion Promotion Department

ROME

Roma Capitale, Dipartimento Promozione del Turismo e della Moda

Promoting tourismStudying a global brand, above all from the economic and political angle.

One factor that undeniably influences the tourism market is economic growth.


Decisive factors for tourism

• CULTURAL factor• RELIGIOUS factor



CULTURAL With its immense, heterogeneous artistic heritage, Rome is a unique

cultural pole of attraction worldwide archaeologyhistory of art

independent metropolitan culture


RELIGIOUS

Rome, capital of Christianity and the Papal See, is visited by millions of tourists who respond to the call of their faith

Sectoral TourismOne of our office’s aims is to promote

specific tourism sectors

Wine & Food tourismEducational tourismCongress tourism


Sectoral tourism

Sustainable tourismTourism adapted to the needs of the disabled

Cinema tourismShopping

The promotion actions for these sectors lead to specific case-by case designed itineraries to enhance the tourism supply-side


Events in RomeMusic: Concerts at the Olympic Stadium, Auditorium etc.

(e.g. Bob Dylan concert to take place at Baths of Caracalla)

Exhibitions: Matisse Arabesque at Scuderie del Quirinale; 100 Scialoja. Azione e Pensiero al MACRO «Museo d’arte contemporanea»

Sports: Rome Marathon , Six Nations Championship (rugby), Piazza di Sienna horse show

Events: “ Estate Romana ”, Rome summer events (open-air concerts, films and opera) International Rome Film Festival


Promotional tools• National and International Travel Fairs: occasions for the demand and supply from many countries

worldwide to meet (buyers)• Organising International Workshops: occasions for buyers selected by national tourism agencies to meet

Roman tourism operators (sellers) • Organising “ Familiarization Trip ”: targeting tourism press and operators worldwide, with invitations on

each occasion for participants from the countries/“markets ” that are most promising and that are most suited for our supply-side

• Proposed itineraries for off-the-beaten-track aspects of Rome: itineraries for, above all, loyalty tourism• Communication campaigns in the most promising countries in terms of visitors to Rome (incoming)


Internet promotion• Official tourism site: www.turismoroma.it• Facebook: www.facebook.com/tourismRome (25,777 likes in 2014: 63% women; 39% men)• Twitter: @Turismoromaweb (2,500 followers in 2013)• Instagram: instagram.com/turismoromaweb• You Tube: www.youtube.com/user/turismoroma/


www.060608.it

http://www.turismoroma.it/

http://www.facebook.com/tourismRome

Reception services PIT: when reaching Rome, visitors are provided with tourism information free of charge at all PITs (tourism

information points) located in the old city centre, at the Ciampino and Fiumicino airports, and at the Termini railway station.

Roma Pass: this tourist-friendly low-cost pass provides:- free entry to more than 40 municipal and State monuments, museums/galleries and

archaeological sites, each with its own collections and exhibitions;- free urban public transport;- discount prices for events, theatre, concerts and services for which special agreements have been

reached. Plus additional facilitations (fast-track access to Colosseum). All this in a SINGLE pass (costing 36.00 Euros).

Official map of Rome Contact Center 060608: the contact center can provide full information in 5 languages on all cultural events,

shows, leisure time activities and news of interest to tourists in Rome.


Legislative measures Decree-Law no. 156 (2010) − This is the first measure enacted for the purposes of implementing fiscal

federalism powers as per art. 24 of Law no.42 (2009) (this decree replaces the municipality of Rome with the “ Roma Capitale ” collective territorial entity endowed with special autonomy). Law no.42 of 2009 confers supplementary functions upon “ Roma Capitale ”, over and above its current functions, regarding valorization of historic heritage assets, artistic and environmental heritage assets, development of the production and tourism sector, urban development, public and private works, and urban services (with particular reference to transport, mobility and civil protection).

Decree Law no. 61 pf 18 April 2012 − “ Supplementary measures for implementation of article 24 of L.42/2009 with respect to the Roma Capitale system ” conferring autonomy upon the said system in regard to activities linked to promotion of tourism, with coordination with the State and the Regional government authority.


TOURISM FACTS AND FIGURES

Annual Report 2014


Statistics on arrivals from the ten top countries (2014)12,636,000 tourists come to Rome every year

(60% of the tourists are foreigners)

Country Arrivals

United States 1,601,749

United Kingdom 550,034

Germany 490,677

Japan 465,740

Spain403,258 (in

2012: 420,811)

France 392,157

Russia 260,623

Canada 186,738

Brazil 142,239

China 140,804


STATISTICAL DATA ON ACCOMMODATION (hotels, 2014)

Ratings Hotels Rooms Beds5-star luxury and 5-star 31 4,020 8,310

4-star 260 25,804 52,100

3-star 372 13,752 27,076

2-star 221 3,887 7,546

1-star 126 1,313 2,439

Total 1,010 48,776 97,471

The international tourism growth curve was maintained in 2014, with a 5% growth rate.Foreign demand was focused mainly on 4- and 5-star hotel accommodation, while Italian demand tended more toward medium- and lower-range solutions (e.g. B&B and rented holiday accommodation). The annual room and bed occupation rates in 2014 were 73.19% (70.58% in 2013) and 71.75% (69.33% in 2013), respectively.


City tax (“contributo di soggiorno”, also known as “tassa di soggiorno”) is a local form of taxation applied to guests of establishments providing accommodation in locations

classified as tourism resorts or art cities.

What is City tax?

It consists in a per day per person tax, applying only to the first 10 nights of stays.

HOTEL ESTABLISHMENTS:- 3-star hotels: 4.00 Euros - 4-star hotels: 6.00 Euros - 5-star hotels : 7.00 Euros

NON-HOTEL ESTABLISHMENTS: - agritourism and holiday residence establishments: 4.00 Euros - bed and breakfast and room rental establishments: 3.50 Euros

City tax in Rome


City tax in Italy

MILAN From 2 euros to 5 euros per person per night (max. 14 days)

FLORENCE From 1 euro to 5 euros per person per night (max. 7 days)

VENICE From 0.56 cents to 5 euros per person per night (max. 5 nights)The rates vary according to high or low season and on the basis of three circumscribed areas

(Venice-Giudecca/Terraferma (mainland)/ Lido and islands)

NAPLES From 1 euro to 5 euros per person per night (max 10 days)


….and internationally

PARIS From 0.20 cents to 1.50 euros per person per night

BERLIN 5% of cost of accommodation

BRUSSELS From 2.28 euros to 9.28 euros per room per night

LONDON No taxation of this kind applies


Thank you for your kind attention. A presto!

CIAO!

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Tourism Departement Roma Capitale May 13, 2015

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