More than 8,700 events for an estimated turnover of € 500.1 million: this is the size of the Weddings in Italy in 2018, the tourism of foreign weddings, according to the survey carried out by the Florence Tourist Study Center for Convention Bureau Italia . The survey was presented this morning in Rome in the splendid setting of Palazzo Naiadi. To intervene were Carlotta Ferrari, President, Convention Bureau Italia, Giorgio Palmucci, President of ENIT, National Tourism Agency eAlessandro Tortelli, Scientific Director, Centro Studi Turistici di Firenze.
More than 8,700 events for an estimated turnover of € 500.1 million: this is the size of the Wedding Tourism sector in Italy in 2018, the tourism of foreign weddings, according to the survey carried out by the Florence Tourist Study Center for Convention Bureau Italia . The survey was presented this morning in Rome in the splendid setting of Palazzo Naiadi. To intervene were Carlotta Ferrari, President, Convention Bureau Italia, Giorgio Palmucci, President of ENIT, National Tourism Agency eAlessandro Tortelli, Scientific Director, Centro Studi Turistici di Firenze. The data of the study were obtained from the analysis of over 1,600 questionnaires and telephone interviews aimed at operators in the sector. Among the indications that emerged, the need for specialized training for the wedding sector: more than 60% of the wedding planners interviewed would take part in training courses.
DW Italy: the main data of 2018 According to the data reported, in 2018 there were 8,791 foreign marriages in Italy, a phenomenon that generated over 436 thousand arrivals and over 1.5 million presences, respectively + 6.8% and + 7.4% on 2017, with particularly positive results for the South and for the Islands.
The average number of guests per event was 49.6 and the average expenditure was € 56,890, for a total turnover estimated at 500.1 million euro. It should be noted that the celebrations tend to interest more and more days in addition to that of marriage, turning into a real mini-tour.
The "typical marriage" was celebrated in the Luxury Hotel, mainly in the summer months (especially June and September) and with religious or symbolic rite. The so-called "same sex wedding", LGBQT weddings, is also on the rise: growth was + 64% compared to 2017 and the phenomenon now represents 12% of the market.
In 2018 foreign couples came mainly from the United Kingdom (28.1%), the USA (21.9%), Australia (9.4%), Germany (5.5%) and Canada (4.5%) . However, marriages of other nationalities were registered with less frequency but greater economic impact: among these were the Scandinavian countries, Indonesia and the Arab Emirates.
The regions preferred by foreigners were Tuscany (30.9%), followed by Lombardy, Campania, Veneto and Lazio. Apulia and Sicily have risen sharply in recent years.
As for the locations, after the Luxury Hotel (31.9%), there are villas for weddings in Italy, holiday farms, castles and restaurants. The emerging locations include the "Masserie", the "Alpine Refuges" and the "Beaches".
Finally, it should be noted that wedding tourism is an increasingly online phenomenon, both for operators and customers: if search engines (23%) appear to be the first channel for acquiring contacts, for the interviewed structures, for the wedding social networks are the wedding planner (24.8%); on the customer side, instead, the use of the internet is growing to talk about marriage with hashtag dedicated on social media and the creation of mini wedding sites.
DW Italy: training needs
More than 60,000 operators work in the wedding sector in Italy, a growing phenomenon in recent years. Among these, there are numerous Wedding Planners, for whom the request for qualified training appears increasingly urgent.
According to the findings of the CST Firenze survey, 29.7% of surveyed wedding planners participated in specific training courses for the sector in 2018, while 60.7% would have an interest in participating in the sector in the future.
DW Italy: the forecasts
For 2019 According to the operators interviewed, the destination wedding expectations for 2019 are of a further growth in demand, estimated between +5 and + 10%. The largest increase is expected in some areas of Southern Italy, such as Puglia, Sicily and Basilicata.
A consolidation of emerging markets is also expected in terms of turnover, especially from the United Arab Emirates and the Far East.
Carlotta Ferrari, President of Convention Bureau Italia, comments “It is undeniable that the Destination Weddings is becoming increasingly important as a sector in its own right, breaking on a national scale like other imposing business sectors such as MICE and Luxury, generating tourist flows of very high qualitative and economic value.
From this observation, CBItalia's desire to carry out a scientific investigation was born, to analyze the needs and potential of the industry. From this photograph, two objectives are outlined. First of all, there is a clear need for targeted training, dedicated not only to sector operators, but to the entire supply chain, to recognize and take advantage of new opportunities for a high-value business. In light of this, the second objective aims to create a necessary national coordination of supply and promotion, especially in the medium and long range.
I believe that the collaboration model between CBitalia and ENIT that we are always improving on the MICE is absolutely winning.
"Giorgio Palmucci, President of ENIT - National Tourism Agency, comments" The relaunch of ENIT activities inevitably passes from a careful analysis of both markets of origin of tourists and of the many segments that make up tourism.
Surely the Wedding Industry is one of those segments that in the last few years has had a more interesting growth. We therefore recognize the value of the Convention Bureau Italia analysis and consider it functional to a joint coordination commitment at national level. "
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