MITOMED PROJECT
Preliminary survey: tourist
systems of Tuscany
Regione Toscana, Sector “Policies and incentives for the
qualification and development of tourist destinations”
MITOMED Kick-off Meeting
Poreč, 25 September 2014
Introduction to Tuscany
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Introduction to the Region
Tuscany is a region in central Italy with an area of about
23,000 square kilometres and a population of about 3.8 million
inhabitants. The regional capital is Florence.
GDP of tourism: 6.1%
total resident population 3,692,000
annual tourist arrivals
12,159,000
annual tourist overnight stays 43,037,000
tourist accommodation facilities (14,000 structures incl.3,000
hotels; 534,000 beds)
workers employed in tourism (direct: 9% of total, indirect: 13% of
total)
Natural heritage: 900 bathing establishments, 39 spas located
throughout the region; 211 protected areas, natural parks and
reserves, covering a total of 210,000 hectares (almost 10% of the
entire region);
Historical heritage: 479 museums; 160 historical villas and gardens
to be visited; 78 historical towns
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
Tourism organization in Tuscany
The role of the various actors
Region: legislative function (art.117 Cost.) and
professional education + management of FESR funds
Provinces: refomed with Law 53/2014 (Del Rio)
collection of statistical data on tourism
Municipalities: administrative functions &
authorizations (accommodation facilities, tourism
professions, travel agents),tourist information &
animation
Regional promotion agency: tourist promotion at the
national and international level
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Policies & policy framework
•Regional policies & strategies concerning tourism: Legislation and
planning (Regional Development Plan)
•Structural Funds: there are various FESR measures used to support the
tourism sector (environmental certifications, research & innovation of
tourism SMEs, support to the local authorities for tourism infrastructures
etc)
Are there any specific policies in place concerning sustainable and/or
competitive tourism? For Tourism in general Tuscany focuses on:
qualification of the tourist products and services
improvement of the tourist experience
environmental sustainability
market opportunities
+ Regional project especially dedicated to “Sustainable and competitive
Tuscany”
•Are there actions in place to implement any of the following specific EU
communications / policies?
COM(2007) 621 “Agenda for a sustainable and competitive European tourism”? YES
COM(2010) 352 “Europe, the world's No 1 tourist destination - a new political
framework for tourism in Europe”? YES
COM(2007) 575 “An Integrated Maritime policy for the European Union”?
Blue Growth strategy
EU Smart Specialization Strategies/ R&D and innovation programmes YES
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Tuscan S3 strategy
With in the 11 thematic objects proposed by EC
Tuscany is
working on
6 objects
(applicable
to tourism)
 Research & innovation
 Information and communication technologies
(ICT)
 Competitiveness of Small and Medium-sized
Enterprises (SMEs)
 Shift towards a low-carbon economy
 Climate change adaptation & risk prevention
and management
 Environmental protection & resource efficiency
 Sustainable transport & removing bottlenecks in
key network infrastructures
 Employment & supporting labour mobility
 Social inclusion & combating poverty
 Education, skills & lifelong learning
 Institutional capacity building & efficient
public administrations.
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
Tools
•OTD -Tourism Observatories in
the Destinations (use of indicators for
informed decision making)
Including the monitoring of data and
information specific for the maritime and
coastal sector through the regional
environment agency ARPAT
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Implementation (1)
We are developing a WEB BASED
PLATFORM as sustainable
destination management model. It
is based on social dialog, assessment,
evaluation, competitiveness,
sustainability.
Within the S3 strategy the regional
government is setting up a platform
of the Tourist Destination
Observatories. So far 65 out of 287
municipalities have joined this stage.
Municipalities are implementing their
projects and uploading data into the
.
regional platform
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
OTD-Integrated management model
Bottom up
process/ social
dialogue
Assessment and
evaluation
Business community
Research centers
Citizens
Local authorities
Indicators
Competitiveness
Indicators
Sustainability
Indicators
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
Advantages - 1
Monitor the implementation of the model for the sustainable
management of tourist destinations, specifically geared to the
establishment of permanent systems for comparison and
measurement of phenomena related to the sustainability and
competitiveness of tourism.
Networking the Tuscan destinations that have formed, or are
forming SDDs, in order to facilitate the sharing of data, the
application of experience, benchmarking and performance
monitoring in the implementation of the model.
Develop and test a system of indicators for the sustainable
management of destinations
Test the indicators published by the European Commission,
DG Enterprise, "European Tourism Indicator System"
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
Advantages - 2
Promote the network of Tuscan tourist attraction poles focused on
sustainable management, exploitation and protection of the natural,
scenic, historical heritage and identity, which may in the future contribute
to the establishment of the network of European quality tourism
destinations as per the Communication from the European Commission
"Europe world first tourist destination - a new political framework for
tourism in Europe".
The OTD2 platform is a further enhancement tool, for the innovation
and the promotion of the regional tourist destinations, which is devoted
to the improvement of the product and will be synergic, in perspective,
with other tourist promotion policies.
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
What are the future steps of the process?

Tourism management model aims to strengthen the local
administrations’ capacity towards partnership, sustainability
and innovation

Informed decision – making process/ improved performance
of tourism destinations

Better use of European funds in tourism sector

Better understanding of the use of indicators/results
measurable by indicators

New instrument of communication and reporting
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MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
GENNAIO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
FEBBRAIO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
MARZO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
APRILE
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
MAGGIO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
GIUGNO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
LUGLIO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
AGOSTO
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
SETTEMBRE
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
OTTOBRE
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
NOVEMBRE
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Presenze medie giornaliere di clienti e indice di turisticità
DICEMBRE
Presenze medie giornaliere
Indice di turisticità
Un punto = 100 clienti
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Stakeholders
•Please explain which stakeholders you would like to involve
in Mitomed project (or describe main stakeholder in a flow
chart)
•Could you describe the level of collaboration between the
local stakeholders and your Region?
•Are there any structured forms of stakeholder
consultation/involvement, social dialogue etc?
•Do you have a communication system to circulate tourist
information, and more specifically M&C tourism information,
or a web platform for tourism/for coastal and maritime
tourism? (if yes, please explain)
MITOMED Kick-off Meeting -Poreč, 25 September 2014
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Monitoring systems and data
available 1/2
Topic
1. Use of natural
resources,
particularly water
Which data and
monitoring systems
are available in your
Region concerning
that topic?
Is there any specific
information you would
recommend to monitor
in relation to this
specific topic and M&C
tourism?
Do you have any
good practice
concerning the
management of this
topic?
Quality of bathing
water
Yes, OTD
Notes
Cruises
2. Energy
consumption
Yes, OTD
3. Waste
management
Yes, OTD
4. Quality of life
of residents and
tourists
Yes, OTD
5. Quality of work
Important seasonality
of jobs
Yes, OTD
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Monitoring systems and data
available 2/2
Topic
Which data and
monitoring
systems are
available in your
Region
concerning that
topic?
Is there any specific
information you would
recommend to monitor in
relation to this specific
topic and M&C tourism?
Do you have any
good practice
concerning the
management of this
topic?
6. Conservation of
cultural heritage
Yes, OTD
7. Conservation of
environmental
heritage
Yes, OTD
8. Conservation of
distinctive
identities of
destinations
Yes, OTD
9. Deseasonalization
(geographical and
seasonal)
Of specific interest
Yes, OTD
10. Transport and
mobility
Ports, cruises
Yes, OTD
Notes
Other topics?
MITOMED Kick-off Meeting -Poreč, 25 September 2014
Thank you!
Maria Luisa Mattivi - Regione Toscana
[email protected]
MITOMED Kick-off Meeting -Poreč, 25 September 2014