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Regno Unito Regno Unito REGNO UNITO PROFILO DEL MERCATO TURISTICO 2007 REGNO UNITO Profilo del mercato turistico 2007 1. PROFILO DI SINTESI PROFILO ECONOMICO UK • Popolazione: (Stima a metà 2006): 60.6 milioni • Popolazione con maggiore capacita’ di spesa (Sud Est/Londra) • Tasso di crescita del PIL: 2,7% (2006) • Tasso di disoccupazione: 5,5% (marzo 2007) • Tasso di inflazione: 1,8% (Settembre 2007) – Target 2%. • Salario medio annuale: £24,301 VIE DI ACCESSO • Per l’Italia non e’ richiesto alcun visto • 22 Aeroporti britannici sono collegati con l’Italia • Nel 2006 3.073.000 visitatori britannici si sono recati in Italia in aereo • Incrementano coloro che vanno in Italia via mare da 163.000 a 251.000 (+54%). IL MERCATO TURISTICO IN GENERALE 2006 • Outbound 2006: 69.5 milioni di visitatori britannici all’estero (+4,6%) di cui 55.2 mil. in Europa (79,4%) • La spesa totale per turismo e’ stata di £34.411.000 (+7%) di cui £21.344 mil. in Europa. • La spesa media per vacanza e’ stata di £495. DINAMICHE DEL MERCATO TURISTICO • Nel 2006 45.287.000 sono stati i viaggi per vacanza di cui 18.951 mil. i pacchetti tutto compreso e 26.336 mil. i viaggi indipendenti. I viaggi per affari sono stati pari a 9.102 mil. e le visite a parenti e amici 11.963 mil. I restanti 3.184 mil costituiscono il mercato di nicchia. • L’affluenza maggiore in Italia (2006) si e’ registrata nel trimestre Luglio- Settembre. I FLUSSI VERSO L’ITALIA E LA CONCORRENZA • Dati Ufficio Statistica UK : nel 2006 l’Italia e’ la quinta destinazione preferita con una quota di mercato pari al 4,8% con 3.380.000 mil. di arrivi ed una spesa per turismo pari a £1.565.000 (-8,7%) Prima destinazione Spagna con 14.428.000 seguita dalla Francia con 10.854 mil., dall’Irlanda con 4.682 mil. e dagli USA con 3.968 mil. • Dati ISTAT 2006 nelle strutture ricettive italiane: 3.251.831 (+2,1%) arrivi britannici con 13.042.329 presenze (+1,7%). Permanenza media 4 notti. • Dati Ufficio Italiano Cambi : 4.514.000 arrivi e 27.874.000 presenze; spesa equivalente a €2.842.000 (circa £1.970 mil.). • Prodotti preferiti: arte e cultura (city breaks), mare, laghi, prodotti di nicchia. PROFILO DEL TURISTA BRITANNICO • Ha esperienza nel viaggiare, e’ relativamente benestante ed esigenze in vacanza • Il clima e’ un fattore importante nella scelta della vacanza • Tendenzialmente e’ molto attivo nel luogo di destinazione • Tende a prenotare la vacanza indipendentemente via internet • Circa 15 milioni di famiglie (61%) hanno accesso ad internet da casa. 2. IL REGNO UNITO IN GENERALE Ministro ), Conservatori (David Cameron segretario Sigla internazionale : GB generale) e Liberal democratici che attualmente sono in Superficie : 242.910 Kmq (Irlanda del Nord compresa). attesa di nominare il nuovo segretario generale dopo le Ora astronomica: ore 12, corrispondente a ore 13 in dimissioni di Menzies Campbell il 15 Ottobre scorso. Italia. Economia Il Regno Unito di Gran Bretagna e Irlanda del Nord fu Il Prodotto Interno Lordo e’ cresciuto dello 0,7% nel creato con il Patto di Unione del 1800 e costituisce la primo trimestre del 2007, lo stesso tasso di crescita parte piú grande delle Isole Inglesi, un gruppo di isole registratosi l’anno precedente nello stesso periodo. La che si trovano nella costa a nord ovest dell’Europa. contribuzione piu’ importante a questo risultato e’ data L’isola piú grande é la Gran Bretagna che comprende dai servizi. Per l’intero anno 2006 il PIL e’ cresciuto del Inghilterra, Scozia e Galles. L’altra isola é quella che 2,7%. Il tasso di disoccupazione e’ a circa il 5,5%, comprende l’Irlanda del Nord (parte del Regno Unito) e inferiore all’area Europea con una media del 7%. la Repubblica d’Irlanda. L’ inflazione al 2006 era del 2,3% e nei da Gen. a Set. Suddivisione amministrativa : 2007 del 2,4%. Tasso sui prestiti/mutui bancari 5,75% Inghilterra e Galles comprendono complessivamente 54 (Bank of England – Ottobre 2007). Il salario medio contee; la Scozia é suddivisa in 12 regioni, l’Irlanda del annuale e’ di £24,301. Nord in 26 distretti. Il Regno Unito, insieme alla Danimarca e Svezia, sono state le uniche nazioni facenti parte della Comunita’ Popolazione: Europea a non aderire all’Euro che fu introdotto nel Secondo i dati del 2005 la popolazione del Regno Unito Gennaio 2002. e’ di circa 60.209.500 divisa come segue: Unitá monetaria : Lira sterlina britannica (£ - GBP). Cambio medio: 1 GBP/1.45 Euro; Inghilterra 50.431.700 83,8% 1 Euro/0.68 GBP Galles 2.958.600 4,9% (metà settembre 2007) Scozia 5.094.800 8,5% Irlanda del Nord 1.724.400 2,9% Vacanze e ferie REGNO UNITO 60.209.500 In termini generali l’impiegato britannico usufruisce di circa 20/25 giorni di ferie all’anno. Le ferie sono Il Regno Unito ha una popolazione in costante crescita generalmente cosi’ distribuite: per la maggior parte nei registratasi soprattutto negli ultimi anni. Tra il 1991 ed il mesi di luglio/agosto con tendenza ad una durata 2004 la popolazione e’ cresciuta ad un tasso annuo dello massima di due settimane e la rimanenza ripartita in piú 0,3% e il tasso medio di crescita dal 2001 e’ stato dello viaggi brevi nell’arco dell’anno. 0,5%. La crescita di questi ultimi anni e’ stata dovuta ad Vacanze scolastiche 2008 (variano a seconda delle una forte ed intensa migrazione internazionale. Il Regno regioni e municipalità): dal 21 Dicembre 2007 al 6 Unito ha una popolazione adulta, risultato di un declino Gennaio 2008 vacanze di Natale, dal 9 Febbraio al 17 delle nascite e del tasso di mortalita’. Questi fattori Febbraio Spring Half Term, dal 21 Marzo al 6 Aprile hanno portato ad avere un calo della popolazione con vacanze di Pasqua, dal 24 Maggio al 1 Giugno Summer eta’ inferiore a 16 anni, proporzionalmente pari all’ Half Term, dal 19 Luglio al 31 Agosto vacanze estive, incremento di quella fascia con eta’ superiore a 65 anni. dal 18 Ottobre al 26 Ottobre vacanze autunnali. La stima per il 2031 e’ che la popolazione con eta’ superiore a 65 anni raggiunga il 23% del totale. Questo e’ la conseguenza della struttura della popolazione ad oggi, risultato di una numerosa quantita’ di persone nate dopo la seconda Guerra Mondiale e durante il boom delle nascite degli anni ’60. Popolazione attiva 30.752.00; Popolazione occupata 29.097.000 Secondo TII (Tourism Intelligence International) il target potenziale della fascia di popolazione con maggiore capacita’ di spesa e’ cosi localizzata: Sud Est, Londra, Nord Est e Merseyside, West Midlands. Politica Il Regno Unito di Gran Bretagna e Irlanda del Nord é una monarchia costituzionale . Le elezioni generali tenutesi nel maggio del 2005 sono state vinte dal partito laburista, che per la prima volta Comunitá italiana nel Regno Unito : 177.836 - dati nella sua storia ha ottenuto il terzo mandato variabili giornalmente, stima registrati AIRE Anagrafe consecutivo. Italiani Residenti all’Estero Settembre 2007 (Consolato I maggiori partiti politici sono rispettivamente Laburisti Gen. Londra 118.114) – (Consol. Bedford 19.536) – (attualmente al governo con Gordon Brown Primo (Consol. Edimburgo 10.376) – (Consol.Manchester 29.810). 3. IL TURISTA BRITANNICO non avere grattacapi. Generamente il pacchetto non e’ di loro gradimento, perche’ si considerano indipendenti, ma E’ a tutti ben noto che dal periodo del Gran se questo alla fine risulta a buon prezzo ed inoltre lascia Tour fino ad oggi la cultura del viaggiare ha loro la liberta’ di muoversi indipendentemente, allora lo avuto un enorme sviluppo in Gran Bretagna. prendono in considerazione. Sono autoritativi e Secondo uno studio pubblicato dal confidenti. Sanno cosa vogliono e fanno del tutto per Tourism Intelligence International, il turista ottenerlo. La fascia di eta’ puo’ raggiungere i 30 anni e britannico e’ esperto e confidente nel far possono avere figli. Molto probabilmente sono passati vacanza , e’ relativamente benestante e dall’essere avventurieri ad uno stato di maggiore piuttosto esigente. consapevolezza e responsabilita’ circa la propria L’ampia scelta di collegamenti diretti vacanza. Hanno anche una discreta educazione. via aerea a basso costo e non, offrono la possibilita’ ai britannici di viaggiare con estrema facilita’ e non a caso Prigionieri nello scorso 2006 si e’ registrato un flusso di viaggi I prigionieri possono essere sia avventurieri che all’estero pari a 69.536.000. controllori ma il loro problema fondamentale e’ che sono imprigionati dalle loro finanze o dai loro bisogni e Per motivi di cambiamenti sociali e demografici avvenuti responsabilita’ familiari. Aspirano a vacanze inaccessibili negli ultimi anni, tendenzialmente il turista non ama che vanno aldila’ della loro capacita’ di spesa o alle stendersi in spiaggia a prendere il sole per ore ma restrizioni della loro situazione che puo’ coinvolgere il piuttosto preferisce essere attivo e usufruire del tempo matrimonio, l’acquisto di una proprieta’ ecc.. Si adattano libero a disposizione per svolgere attivita’ ricreative o di e accettano la vacanza a volte modesta e sono convinti vario interesse. Non a caso nei recenti anni scorsi che la vacanza da sogno presto arrivera’. Di fatto per l’offerta turistica ha investito sul mercato di nicchia molti la vacanza da sogno rimane appunto un “sogno”. proponendo vacanze che vanno dall’eno-gastronomia e la scoperta della cultura locale, alle attivita’ sportive piu’ Tradizionalisti estreme, alle cure termali e le attivita’ del benessere Questi sono totalmente opposti agli avventurieri ed ecc.. amano il comfort inteso come sicurezza e familiaireta’. La vacanza e’ di rilevante importanza. Sebbene a volte il Tendono a fare la stessa vacanza nello stesso luogo (o budget non consenta di permettersi uno svago lussuoso, almeno simile in esperienza) ogni due anni.
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