Netflix to promote Italy and more. The proposals that emerged from Bit 2022

Archaeology on display. Two important events for archaeology lovers have been launched from the Bit in Milan: the first is Archeologika 2022 to be held in September in Cagliari organized by the Region of Sardinia, and the Mediterranean Archaeological Tourism Exchange to be held in Paestum in October organized by the Region of Campania.

The event scheduled for Sept. 14-17 in Cagliari will see for five days the Saint Remy Bastion as the beating heart of national archaeology and archaeological tourism with meetings, debates and entertainment. The covered promenade will be transformed into a kind of large museum that Cagliari residents and tourists can admire from morning until sunset. Cutting-edge technologies will be at the service of telling the story of Sardinia’s millennia-old history, which will once again take center stage: from obsidian to menhirs, via nuraghi and the Giants of Mont’e Prama. Stands for national operators are also planned: for the first time, all the professionals of the sector, from museum sites to archaeological sites, national and international experts, the specialized press and tour operators will be found within the same initiative. A millennial culture made up of history, art and traditions that can make sure that the island is visited and appreciated all year round and not only in the summer period. In 2019, visitors to archaeological sites in Sardinia totaled 1.360 million, and the regional government has allocated 1 million euros for the planning and implementation of archaeological excavation campaigns at sites of significant historical and cultural importance.

The rediscovery of villages is one of the trends that emerged at this edition of the Milan International Tourism Exchange. In the past decade, in fact, arrivals in Italian villages have grown by 22.3 percent and presences have increased by 10 percent; from North to South in Italy, slow proposals are multiplying: from Marche to Lazio in the Center, to Abruzzo in the South, to Lombardy and Friuli Venezia Giulia in the North, and even abroad ecological vacations are growing, both in the short and long haul: the examples of Formentera, Greece, Mauritius, Cuba and the United States. According to data from the Center for Tourism Studies and Terre di Mezzo presented at Bit speak of the Slow Tourist who seeks above all authentic experiences, to be lived in safety and tranquility, as a response to the post-pandemic and international scenarios. Suffice it to say that in Italy there is a growth of more than 27% in the number of walk enthusiasts, not only religious ones. If the motivation is spiritual for 25 percent, 52 percent want to trek while 50 percent love to be in nature and 46 percent intend to discover the territory. The rediscovery of villages fits into this picture. Pre-pandemic, the more than 5,500 Italian villages counted about 22.8 million arrivals and 95.3 million presences, including Italians and foreigners. Between art, tradition, food and wine, and relaxation, Italian villages are attractive not only because of their beauty, but also because they enhance heritages of art, history, culture, and nature that are often little known, offering a quality welcome. Worldwide there are a total of 213 natural sites and 869 cultural sites registered by the World Heritage List, which designates them according to strict cultural and natural criteria. And none has as many as Italy: 55.

Also presented at the Milan event was the new agreement between Enit and Netflix. TV series like Summertime or movies like The Last Paradise, just to name two recent examples, can indeed convince even the most distant to leave. Even in lesser-known places, such as The Invisible Thread set in Rome’s Eur. The memorandum of understanding, which was presented at Fiera Milano City by the top management of the tourism board and Stefano Ciullo, Netflix’s director of institutional relations for Italy, aims to create synergies and put in place actions to promote the country system, reinforcing the positive perception of the Italy brand and expanding awareness of the country’s cultural richness and diversity and lifestyle. It will collaborate on projects to enhance the value of Italian tourist destinations, particularly the lesser-known ones, among the international public. According to international research conducted by Basis on behalf of Netflix, movies and TV series represent a flywheel for Italy’s image in the world and have the potential to attract tourism to our country. The study, conducted on a representative sample of the population in 6 countries including Brazil, France, India, the United Kingdom, Spain, and the United States, reveals, in fact, that for people who have watched Italian content, they are twice as likely to consider Italy as their next tourist destination than those who have not watched Italian content. A particularly relevant aspect is that the result also affects those who have never visited Italy: 87 percent of people who watched Italian content stated their interest in visiting Italy - compared to 67 percent of people among those who have not watched Made in Italy content. The aspects of Italy most valued by those who have watched Italian content are history, cuisine and culture.

Nearly 8 in 10 Italians are looking to adopt more environmentally friendly behaviors when traveling. This is revealed in the 2021 report by Aite, the Italian food and wine tourism association, and presented at Bit, the International Tourism Exchange in Milan. “Tourists today seek sustainability in travel, 360-degree sustainable businesses and are environmentally conscious in their behavior,” explained Roberta Garibaldi, honorary president of Aite. In the past, she noted, “the food and wine tourist was more sensitive, now the gap with the general tourist has narrowed.” Merit, according to the professor, also goes to Covid: “We have discovered how beautiful Italy is. The images of the pandemic accompany us and have increased the sensitivity of each of us.” Containing food waste proves to be one of the priorities of Italian travelers, with 77 percent trying to avoid waste at restaurants or hotels. Among food and wine tourists, there is a tendency to implement good practices, such as avoiding washing towels every day (for 63 percent), attention to the use of plastic bottles (61 percent) and air conditioning or heating (50 percent). Also strong is the desire to connect with the local community and preserve its culture (64 percent), preferring choices with a social character, such as buying souvenirs from small producers (54 percent).

Netflix to promote Italy and more. The proposals that emerged from Bit 2022

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