Veneto Region – Tourism Organization
The Veneto region introduced a new Tourism Regional law: the Destination Management approach. The goal was to ensure that the operators were aware of “the necessity of seeking the best management model.”
Currently, the Veneto region has 16 DMOs. The strategic plan contains 5 thematic tables: products, infrastructures, digital tourism, destination management and destination marketing which “everyone will be involved.”
This strategic plan has four values: the value of relationship, effectiveness, innovation and collaboration. The regional government’s role is to “encourage arrangements among private and public players to reconcile issues and policies by encouraging the collaboration among the different stakeholders and giving them the necessary support to move from the traditional model of coordination to an innovative and more participatory one. ”
COVID-19 Response
To deal with the COVID-19 pandemic, Venice is under lockdown in order to control the recently re-surging infection cases. As a result, Venice’s tourism industry has taken a severe hit. The city once suffering from overtourism is now deserted, due to many countries and regions under lockdown and travel restrictions. Although the tourism industry suffered a huge shock, this is actually a great opportunity to make future tourism plans to prevent overtourism.
Although overtourism is destructive, having no visitors at all is also harmful. Therefore, the authorities are already working on plans to promote the local area, with close monitor of visitor numbers.
Italian senator Federico Caner is planning to reboot the local tourism industry through online marketing and promotions. According to Caner, this is the first & biggest activity to promote the region and its goal is to convey a safe environment with all the safety agreements and protocols. (2020) The promotion plan has an estimated budget of 2.3 million euros, aiming three channels: traditional, digital and travel influencers. Traditional channels include newspaper, radio and television. Digital channels are Facebook, Instagram and YouTube. The influencers will be video content creators, photographers, bloggers and vloggers. Promotional content will be very broad, including art, culture, food, wine, relaxation and being more active. (Regione del Veneto, 2020)
An Opportunity for Locals and Authorities
Before receiving tens of millions of annual international visitors, the locals’ lives were rather traditional and peaceful. They would take “an aimless stroll through the city’s calli, or walkways”; they would “bump into acquaintances for a chat and the occasional drink” (Momigliano, 2020) Due to visitor number decreasing drastically as a result of the pandemic, the tradition “has been picked up again.” (Momigliano, 2020) Currently, the locals are able to live much more peacefully. They can walk on streets without worrying about accidentally bumping into others and enjoy the once slow-paced life.
Overtourism is killing destinations like Barcelona, Prague and Venice in a very slow way. Locals are becoming more annoyed, rent is increasing, more people cannot afford to live in Venice and the city identity is in a crisis. Although COVID-19 has caused a heavy impact on the Venice economy, it also contains benefits which is crucial for tourism developments in the future. During periods of tourism decline, it is a perfect opportunity to analyze and address the overtourism issues in the past and make a new plan for a more sustainable tourism industry.
Local residents are hoping their city will develop “an economy that doesn’t revolve entirely around tourism”, which was the case before. (Momigliano, 2020) Residents are also aware that they “won’t get a second change” of addressing the overtourism issue. (Momigliano, 2020)
References
Momigliano, A. (2020, July 02). Venice Tourism May Never Be the Same. It Could Be Better. Retrieved December 01, 2020, from https://www.nytimes.com/2020/07/02/travel/venice-coronavirus-tourism.html?auth=login-google
Regione del Veneto. (2020, June 12). Regione del Veneto Il portale della Regione del Veneto. Retrieved December 01, 2020, from https://www.regione.veneto.it/article-detail?articleId=4827040
Regione del Veneto Strategic Plan: https://www.interregeurope.eu/fileadmin/user_upload/tx_tevprojects/library/file_1562268721.pdf