Cuneo Tourist Observatory was born: monitoring and detailed data on the development of the territory

The Cuneo Tourist Observatory was established as a result of an agreement signed between VisitPiemonte – Regional Marketing and Promotion (the Region’s own company and Unioncamere Piemonte dealing with the tourism and agri-food development of the territory), Unioncamere Piemonte, the subject of connection and representation of local enterprises and ATL of the Cuneo area, territorial reference for strengthening local tourism resources, hospitality and tourist information.

The purpose of the agreement is to contribute to the economic and social development of the “Cuneo” destination and the promotion and prosperity of the Piedmont area, with particular emphasis on the tourism supply chain through marketing and promotional initiatives that enhance the region’s attractiveness, territorial tourism product and lasting economic impact.

The protocol confirms the work model developed by the Piedmont Region Tourist Observatory for strategic destination planning and aims to support local development and investment where it is necessary to focus on the specificity of individual product areas: the method of analysis has already been implemented by Langhe Monferrato Roero and recently adopted by Biellese and will allow actors of the local tourism system, via ATL, to have an integrated dashboard similar to that adopted at the regional level in the coming months: statistics, monitoring of online reviews and OTA offers, expenditure rates and detailed analyzes of tourist use in the area.

The data already processed in 2021 already showed that the Cuneo area recorded a good recovery trend in the second half of the year. Before the pandemic, this territory hosted over 370,000 people. tourists and over 1 million 100 thousand. in 2021, there were 264,854 arrivals and 710,871 nights, with an increase of 17.8% and 5.5%, respectively, compared to 2020, confirming the return of the recovery to 2019 levels. from which it turns out that the sentiment value of the Cuneo area in the network is 89.9 / 100, i.e. +0.9 more compared to the same period of the previous year and is higher than the value in Italy, equal to 87, 2/100 and the value Piedmont, equal to 88/100.

Looking only at the accommodation sector, the increase in the number of reviews for Cuneo structures is 16.7% and indicates a recovery in the use of the territory (the number of reviews is directly correlated with tourist arrivals). The moods are more positive among the users of the foreign market, 89.8 / 100 against 89.3 / 100 of the Italian market. The share of foreign reviews is 32.6% of the total. 67.5% of reviews were written by Italian users; France is behind it with 12.5%.

“After the pandemic that had a heavy impact on the tourism sector, 2021 saw its first recovery, and 2022 finally gives excellent signals: Turin airport grew by 21% in May, while Cuneo Levaldigi airport from January to April increased by 36 % for the same period of 2019 with over 36k passengers, and currently the booking levels for summer look very good. – emphasizes Beppe Carlevaris, chairman of the board of VisitPiemonte – However, the tourism market has changed: the propensity to near-distance tourism is confirmed in less known areas, with the search for large open-air spaces that favor nature-related outdoor activities. The Cuneo area has a lot to offer for this type of purpose, and learning in the shortest possible time indications of changes in trends, thanks to the work of a dedicated Tourist Observatory, will allow you to improve local strategy and planning and measure the results “.

In monitoring online reservations, encouraging numbers are read and this is the direction in which the monitoring of offers on OTA – Online Travel Agency channels is being consolidated, which confirms the tendency to book rooms for stays close to the departure date. Since monitoring at the end of May 2022, the saturation ratio, i.e. online sales / booking of the Piedmont accommodation offer in relation to the entire offer, increased to 23.2% for June, to 14.1% for July and 11.7% for August. Percentage up in relation to the monitoring indications from the previous month, where the saturation index was 14.4% for June, 9.0% for July and 8.3% for August. For the ATL del Cuneese area, the saturation in June was 17.1%; in July, 9.2%: higher than the total regional value; in August equal to 7%.

“Contributing to the Cuneo Tourist Observatory is a source of institutional pride for us: a partnership signed with VisitPiemonte will allow us to map the territory, understand how provinces adapt to new tourism flows and help us with strategic marketing. reliable data and information on the operation of certain economic indicators is the only way to identify effective policies that strengthen certain sectors as well as support growth. How do tourists spend their money? The answers to these questions will be a way to attract new visitors and contribute to the development of our economies “– comments Gian Paolo Coscia, president of Unioncamere Piemonte.

“The signing of this Memorandum of Understanding means for us the implementation of a new concept of strategic planning of marketing and promotional activities in tourism in the Cuneo area. – add Mauro Bernardi and Daniela Salvestrin, president and director of ATL del Cuneese – Thanks to the timely provision of data, which capture market trends with increasing accuracy and taking photographs with extreme precision of the evolution of the tourism offer in the area of ​​our competences, we will be able to implement targeted promotional and communication communication and monitor its effectiveness step by step. step. An important starting point that will lead us, we hope, to further increase the attractiveness of our tourist destination “.

The Cuneo Tourist Observatory will be presenting on Monday 25 July at the ATL headquarters in Cuneo, detailing the ongoing activities and the first data from analysis and monitoring.


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