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Uffici All'estero BENCHMARKING TRA NTO EUROPEI: ITALIA, FRANCIA, SPAGNA, REGNO UNITO E GERMANIA L'analisi comparativa riguarda i principali NTO europei ed ENIT/Italia.it in relazione a tre temi di particolare interesse per l’attuale fase di riorganizzazione dell’Agenzia: 1. uffici all’estero, personale e budget 2. attività di commercializzazione 3. utilizzo dei social media Per la comparazione sono stati selezionati quattro NTO rappresentativi delle principali destinazioni turistiche europee: Atout France – Francia Visit Britain – Regno Unito Turespaña – Spagna GNTB – Germania Le informazioni sono state ricavate dai siti web istituzionali degli NTO: http://www.atout-france.fr/ http://www.visitbritain.org/ http://www.tourspain.es/ http://www.germany.travel/it/germany/about-us/the-gntb/the-gntb.html 1. UFFICI ALL’ESTERO, PERSONALE E BUDGET In merito alla rete estera, una prima indicazione è data dal numero complessivo di Paesi e Uffici dislocati nelle macro aree continentali. Francia e Spagna hanno il maggior numero di Uffici nei Paesi stranieri; seguono la Germania (che oltre ai 30 Uffici di diretta dipendenza ha anche presidi su altri 11 mercati) e il Regno Unito che ad oggi ha lo stesso numero di uffici di ENIT. UFFICI ALL’ESTERO ENIT – Agenzia GNTB – German ATOUT FRANCE TURESPAÑA VISIT BRITAIN Nazionale del Turismo National Tourist Board AREE N° Paesi N° Uffici N° Paesi N° Uffici N° Paesi N° Uffici N° Paesi N° Uffici N° Paesi N° Uffici esteri Esteri esteri Esteri esteri Esteri esteri Esteri esteri Esteri* EUROPA 11 11 16 17 16 20 11 11 27 27 ASIA E 6 6 7 9 4 5 5 8 7 8 OCEANIA AMERICA 4 6 5 6 5 8 3 4 3 5 AFRICA 0 0 1 1 0 0 0 0 1 1 TOTALE 21 23 29 33 25 33 19 23 38 41 * La rete estera è composta da 30 Uffici cui si aggiungono 4 PR Agencies (Riga, Istanbul, Johannesburg e Seoul) e 7 market presence (Dublino, Lisbona, Zagabria, Sarajevo, Podgorica, Sofia e Bucarest). Di seguito sono presentati nel dettaglio i mercati esteri e le città in cui sono situati gli Uffici di ciascun NTO. Benchmarking tra NTO europei 1 UFFICI ALL’ESTERO ENIT – Agenzia GNTB – German ATOUT FRANCE TURESPAÑA VISIT BRITAIN Nazionale del Turismo National Tourist Board EUROPA 11 17 20 11 27 Italia Roma Milano 1 Milano 2 Milano 1 Milano 1 Headquarter Roma Spagna Madrid 1 Madrid 2 Madrid Madrid 1 Madrid 1 Barcellona Headquarter Portogallo Lisbona 1 Lisbona 1 Lisbona 1 Lisbona 1 Regno Unito Londra 1 Londra 1 Londra 1 Londra Londra 1 Headquarter Irlanda Dublino 1 Dublino 1 Svezia Stoccolma 1 Stoccolma 1 Stoccolma 1 Stoccolma 1 Stoccolma 1 Danimarca Copenaghen 1 Copenaghen 1 Copenaghen 1 Copenaghen 1 Norvegia Oslo 1 Oslo 1 Oslo 1 Oslo 1 Finlandia Helsinki 1 Helsinki 1 Lettonia Riga 1 Francia Parigi 1 Parigi Parigi 1 Parigi 1 Parigi 1 Headquarter Belgio Bruxelles 1 Bruxelles 1 Bruxelles 1 Bruxelles 1 Bruxelles 1 Olanda Amsterdam 1 L’Aja 1 Amsterdam 1 Amsterdam 1 Germania Francoforte 1 Francoforte 1 Francoforte 4 Berlino 1 Francoforte Berlino Headquarter Dusseldorf Monaco Svizzera Zurigo 1 Zurigo 1 Zurigo 1 Austria Vienna 1 Vienna 1 Vienna 1 Vienna 1 Slovenia Lubiana 1 Croazia Zagabria 1 Bosnia Sarajevo 1 Montenegro Podgorica 1 Bulgaria Sofia 1 Romania Bucarest 1 Polonia Varsavia 1 Varsavia 1 Varsavia 1 Varsavia 1 Varsavia 1 Ungheria Budapest 1 Budapest 1 Rep.Ceca Praga 1 Praga 1 Serbia Belgrado 1 Russia Mosca 1 Mosca 1 Mosca 1 Mosca 1 Mosca 1 Ucraina Kiev 1 Turchia Istanbul 1 ASIA E OCEANIA 6 9 5 8 8 Giappone Tokyo 1 Tokyo 1 Tokyo 1 Tokyo 1 Tokyo 1 Cina Pechino 1 Pechino 3 Pechino 2 Pechino 3 Pechino 2 Hong Kong Canton Shanghai Hong kong Taipei Hong Kong Singapore Singapore 1 Corea del Sud Seoul 1 Seoul 1 Seoul 1 India Mumbai 1 Mumbai 1 Mumbai 1 Mumbai 2 New Delhi 1 New Delhi Israele Kfar Saba 1 Tel Aviv 1 Emirati Arabi Dubai 1 Dubai 1 Dubai 1 Dubai 1 Uniti Australia Sydney 1 Sydney 1 Sydney 1 Sydney 1 AMERICA 6 6 8 4 5 Brasile San Paolo 1 San Paolo 1 San Paolo 1 San Paolo 1 San Paolo 1 Argentina Buenos Aires 1 Buenos Aires 1 Colombia Bogotà 1 Messico Mexico City 1 Mexico City 1 USA New York 3 New York 2 New York 4 New York 2 New York 3 Los Angeles Los Angeles Los Angeles Los Angeles Los Angeles Chicago Chicago Chicago Miami Canada Toronto 1 Montréal 1 Toronto 1 Toronto 1 Toronto 1 AFRICA 0 1 0 0 1 Sud Africa Johannesburg 1 Johannesburg 1 TOTALE (escluso 23 33 33 23 41 headquarter) Benchmarking tra NTO europei 2 Con riferimento al personale impiegato, Turespaña ha il maggior numero di dipendenti sia nella sede centrale che negli Uffici all’estero; segue Atout France. Consistente anche il personale di Visit Britain; Italia e Germania hanno una consistenza del personale molto simile. PERSONALE ENIT – Agenzia GNTB – German Nazionale del ATOUT FRANCE TURESPAÑA VISIT BRITAIN National Tourist Turismo Board PERSONALE SEDE 74 179 200 91 ESTERO 101 199 209 72 TOTALE 175 378 409 235 163 A titolo esemplificativo e per raffrontare il numero di unità di personale dei diretti competitors dell’Italia con la dotazione di ENIT, si riportano i numeri di alcune sedi1: ENIT – Agenzia GNTB – German Nazionale del ATOUT FRANCE TURESPAÑA VISIT BRITAIN National Tourist Turismo Board RUSSIA (Mosca) 6 7 6 n.d. 4 SVEZIA (Stoccolma) 5 n.d. 5 n.d. n.d. BRASILE (San Paolo) 3 14 6 2 3 ARGENTINA (Buenos Aires) 3 Non presente 5 Non presente Non presente In relazione al budget impiegato, i contributi dello Stato risultano molto elevati per Spagna e Regno Unito; più contenuti quelli di Francia e Germania. Tutti gli NTO analizzati hanno altre entrate derivanti soprattutto dalla vendita di servizi/attività, particolarmente consistenti nei casi di Regno Unito e Francia. BUDGET 2013 ENIT – Agenzia GNTB – German Nazionale del ATOUT FRANCE TURESPAÑA VISIT BRITAIN National Tourist Turismo Board BUDGET 2013 (mln €) CONTRIBUTO DELLO STATO 18,0 34,2 62,5 61,2 28,2 ALTRE ENTRATE* 10,2 35,0 20,5 41,9 8,0 TOTALE 28,2 69,2 83,0 103,1 36,2 * Costituite da fondi governativi per progetti, fondi non governativi e vendita di servizi. Note: Il budget di Visit Britain è stato convertito da sterline in euro; l'anno fiscale nel Regno Unito finisce il 31 marzo quindi il contributo indicato è riferito al periodo 1° aprile 2012-31 marzo 2013 1 Sono esclusi i Dirigenti. Benchmarking tra NTO europei 3 2. ATTIVITA’ DI COMMERCIALIZZAZIONE I siti istituzionali degli NTO analizzati prevedono quasi sempre una sezione dedicata al TURISTA ed una destinata al TRADE, da cui possono discendere tipologie di attività di commercializzazione in forme e misure diverse. In riferimento al potenziale TURISTA sono state considerate quattro tipologie di servizio da prenotare/acquistare: alloggio tour / pacchetti turistici escursioni, visite guidate, pass per musei, etc. trasporti Dall’analisi effettuata sono risultati diversi livelli di commercializzazione realizzati dagli NTO: 1. vendita diretta 2. indirizzamento verso centri di prenotazione (es. OTA) 3. supporto all’acquisto attraverso link a istituzioni territoriali e a singole imprese Alloggio A partire dal sito web dei singoli NTO si è verificata la possibilità di prenotare un alloggio (alberghiero ed extra-alberghiero) attraverso l’online booking. L’analisi consente di affermare che nessun NTO effettua in proprio l’online booking ma tutti possono facilitare la prenotazione di un alloggio indirizzando il potenziale turista tramite link successivi o altre forme di navigazione a siti web di: centri di prenotazione territoriali/regionali OTA e portali web di ricerca/motori di ricerca singole strutture ricettive catene alberghiere Spesso sono poi i siti di Enti di promozione regionale/territoriale che fanno da trait-d’union per supportare la commercializzazione delle strutture presenti nelle loro località di destinazione. Benchmarking tra NTO europei 4 PRENOTAZIONE/ACQUISTO DI UN ALLOGGIO ENIT – Agenzia Nazionale del GNTB – German National ATOUT FRANCE TURESPAÑA VISIT BRITAIN Turismo e Italia.it Tourist Board Nel sito www.enit.it la sezione www.atout-france.fr è il sito www.tourspain.es è il sito Il sito www.visitbritain.org è il www.gemany.travel è il sito "Turista" è linkata al sito istituzionale di Atout France. istituzionale di Turespaña; in sito istituzionale di Visit Britain; istituzionale del GNTB e www.italia.it Cliccando su Grand Public si è fondo alla pagina c’è il link al il sito www.visitbritain.com è dedicato al turista. Nello __________ indirizzati su sito www.spain.info dedicato dedicato al turista. stesso sito, cliccando sulle www.rendezvousenfrance.com al turista. __________ voci Chi siamo, Stampa o Qui l'area INFO consente che è il sito dedicato al turista. __________ Trade si può accedere alle l’accesso non a tutte le __________ www.visitbritain.com ha una informazioni sull’NTO. tipologie ricettive ma solo agli Nella homepage di sezione Alloggi dedicata. __________ Alberghi (powered by ENIT); Le sezioni Destinazioni e www.spain.info si presenta in La sezione contiene i link a 12 indicando la località, si apre Passioni offrono la possibilità evidenza il box “Prenota il tuo soggetti tra OTA e motori di Nel sito www.germany.travel l’elenco di tutti gli hotel, per di accedere a proposte di viaggio” con possibilità di ricerca e portali web di viaggi la sezione Informazioni di ognuno dei quali una scheda soggiorno che rimandano ai siti prenotare trasporti, eventi e (es. Hotels combined o viaggio/Dove alloggiare fornisce sito web ed e-mail. di organismi territoriali/locali o strutture ricettive.
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