LACK OF AN EFFECTIVE TOURISM PROMOTION OF BERGAMO

Susanna Tentori

Tourism in Bergamo
Orio al Serio International Airport Citt alta and Citt Bassa Proximity to other centers of attraction eg:Milan Attractive surrounding areas eg Crespi dAdda (UNESCO World Heritage Site)

Tourists in Bergamo
Two main categories: leisure and business tourists Preferred period: summer Seasonality Citt alta is the main tourist attraction

Tourists in Bergamo
Day-trip visit to the city only Positive overall perception of the city and of its services Problems with: shopsopening times, Monday closure and transport (parking spaces, taxi cabs etc..)

Tourism Promotion
TURISMO BERGAMO is the destination management organisation in charge of the promotion of the city. Since 2001 Located in strategic points of the city:airport and Urban Center (railway station)

PROMOTION OF BERGAMO
Workshops Conferences and Congresses Articles on reviews and publications Partnerships with other airports Partnerships with Avion The Key Patronages

PROMOTION OF BERGAMO
Workshops Conferences and Congresses Articles on reviews and publications Partnerships with other airports Partnerships with Avion The Key Patronages

EFFECTIVE PROMOTION?
PERCENTAGE MOTIVATION

49.7
24.4

WORD OF MOUTH
LOW COST FLIGHTS

11.8
4.2 2.5 0.8

BOOKS, REVIEWS,PUBLICATIONS
STAGE OF A TOUR PROMOTIONAL MATERIAL DIFFERENT MOTIVATIONS

EFFECTIVE PROMOTION?
2.5 % of tourists :as the result of promotional activities. vs. 49.7 % of tourists: thanks to word of mouth

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Consumers opinions are valued Promotion of the city needs to be enhanced

WHAT COULD BE CHANGED?

Too much emphasis on B2B Ehnancement of already existing itineraries to stay longer Partnerships not only with airports served by Ryanair Events to attract young people Active involvement of citizenship

WHAT COULD BE CHANGED?

Employment of ICT technologies for attractions Eg: augmented reality Employment of technologies of interaction Promotion of a sustainable eco-tourism Cloud Destination?