In the Granda, tourism regains its height and can look to the future: the Osservatorio is founded


WEDGE CHRONICLE – First half of 2022 with doubling of the number of arrivals and presence, 1,745 accommodation facilities with over 31,300 beds. Online reputation higher than Italian and very positive evaluation of the tourist product in the surveys. This is, in short, a photo taken by the new Tourist Observatory in Cuneo, which is the result of an agreement signed between VisitPiemonte – Regional Marketing and Promotion (the Region’s own company and Unioncamere Piemonte dealing with tourism and agri-food development). territory), Unioncamere Piedmont, the subject of the merger and representation of territorial companies, and Atl del Cuneese, a territorial reference to strengthen local tourism resources, hospitality and tourist information.

Contributing to the socio-economic development of a destination, with a particular focus on the tourism supply chain, is the overall goal of the Cuneo Tourist Observatory, which to this end will develop detailed data and analyzes to assess trends in the sector, support the perception of development and contribute to the planning of tailored promotional activities. to the specificity of the destination. Last year’s budget and trend monitoring of the current tourist season are reference figures that, in a context that is constantly changing on many fronts, are aimed at bringing the sector back to pre-pandemic levels and continuing from there in growth.

It was discussed at the headquarters of Cuneo Atl at a meeting presented by the President of the Atlas Cuneo Mauro Bernardi with a video greeting from the Councilor for Culture, Tourism and Trade of the Piedmont Region attended by the regional councilor, VisitPiemonte Board President Beppe Carlevaris, Vice President of the CRC Foundation Enrico Collidà, member of the board of Cuneo Chamber of Commerce – Turismo section of Giorgio Chiesa and director of ATL Cuneo Daniela Salvestrin. The technical presentation of the data was undertaken by Cristina Bergonzo, head of the Piedmont Region Tourism Observatory, which operates at VisitPiemonte, and Sarah Bovini, head of the Unioncamere Piemonte Office of Studies and Statistics.

Dynamics of housing supply and demand

The tourism sector is focussed on the accommodation offer, which in the Cuneo region has 1,745 accommodation and tourist establishments in 2021 with over 31,300 beds: approx. 13% of the total regional and over a quarter of places; the campsite offers 25% of the territory. The distribution on the territory varies between the flat area, characterized by urban centers (17% of the beds) and mountain valleys: Val Gesso has 19% of the beds, the Monregalesi valleys 18%; followed by Valle Stura (13%), Val Varaita (11%), Valle Maira (10%), Valle Po (5%), Val Tanaro (3%), Val Grana (3%) and Valle Mongia (1%). .

Tourist movements, with an increase in arrivals by 17.8% and overnight stays by 5.5% compared to 2020, in the first half of 2022 tend to gradually return to the pre-pandemic values. From the still preliminary data – the collection is still ongoing – the first half of 2022 shows a clear recovery compared to the same period last year with a doubling of the number of arrivals and attendance: now + 97% of arrivals and + 92% of attendance.

In particular, the arrivals of tourists in May 2022 exceeded the value of 2019, which is the reference before the pandemic: more than + 6%; it was much closer to the number of arrivals in June. It should be remembered that the first months of the year suffered from snow drought and again restrictions in containment of health risks, which slowed down mobility from abroad and greater coverage.

Monitoring reviews and polls

The Cuneo area can use the reputation of its tourism supply chain in a “network”: the sentiment value of the Cuneo destination for 2021 is 89.9 / 100, which is +0.9 more compared to the same period “last year” and more than the value of Italy is equal to 87.2 / 100, and the value of Piedmont is equal to 88/100. The value of sentiment for the set of “attractions” monitored in the reviews is interesting: 91.1 / 100 (value for Italy 89.9 / 100), which leads to a very good assessment of the tourism product of the territory.

The very positive evaluation of the tourist product of Cuneo is also confirmed by the results that emerged from the holiday Italian population survey 2022: everyone who visited the Cuneo area declared complete satisfaction. The most famous attractions of this area for the Italian public are the city of Cuneo, Monviso, Racconigi Castle, Saluzzo, Valle Maira Percorsi Occitani and the Sanctuary of Vicoforte. Italians are in fact the main tourists in the area, and in particular the Piedmontese, Lombards, Ligurians – who, however, stay longer than the Lombards – the Emilia-Romagna and the Venetians. There is still room for our fellow countrymen to get to know the Cuneo area better: in fact, for 43% it is still territory to be discovered. The Cuneo area will be a summer holiday destination for compatriots anyway: 7% of Italians who declared their willingness to spend their holidays in Piedmont chose the Cuneo valleys as their destination.

The monitoring of online bookings of offers on the main OTA channels – Online Travel Agency, where the trend is to book rooms for stays close to the departure date, shows that in the last week of July the saturation index, i.e. online sale / booking of accommodation offer in the Cuneo region compared to the total bid equals 28% with an average bid of € 87; overall, for the month of July the saturation index, ie online sales / booking of the Piedmont accommodation offer compared to the overall offer, increases to 34.6% with an average rate of € 87; currently for the month of August the saturation index is 23.2% with an average exchange rate of 88 €.

Companies from the tourism industry

At the end of 2021, there are over 3,200 entrepreneurial realities in Cuneo’s tourism supply chain for nearly 12,000 employees. It is a suitable piece equal to 7.5% of the total productive tissue of the area. In 2021, the trend in the number of businesses in the local tourism chain was broadly stable compared to 2020 (+ 0.1%). On the other hand, a comparison with the previous decade (2021/2012) shows a clear expansion trend (+ 5.0%).

When analyzing in detail the entrepreneurial reality of the sector, it turns out that 93.9% are micro-enterprises (0-9 employees); small (10-49 employees) in 5.8% and medium (50-249 employees) in only 0.3%. There are no large companies (250 employees and more).

The entrepreneurial realities of the Cuneo tourism sector prefer the legal form of sole proprietorship (47.5%) and partnership (33.7%). Joint stock companies (13.5%) and other forms (5.3%) with consortia and cooperatives as members appear to be significant, but less frequent.

When analyzing the alternative hotel market represented by Airbnb structures, a downward trend in the number can be noticed in the short term. A comparison of the structures present in the Cuneo area in January 2021 compared to January 2020 shows a decrease of 2.7%.

Despite the difficulties that have characterized the supply chain in recent years due to the measures taken to contain the various waves of the pandemic, Cuneo’s tourism sector in the strict sense (accommodation + food) produces around 2.5% of the province’s added value, a value slightly below the average regional (2.9%) and much lower than the national average (3.8%).

The importance of the sector is confirmed by the results of the Excelsior survey conducted by Unioncamere / ANPAL on the employee needs of companies, which indicates that in the July-September 2022 quarter, 13% of the employees predicted by Cuneo companies will be absorbed by the tourism sector.

After these first results, the Cuneo Tourist Observatory will continue to update the indicators, monitor the tourism profile, expenses and use of Alta Via del Sale in the summer of 2022. It will then be integrated with the resource analysis and monitoring dedicated to outdoor products, also starting with the work already carried out by the entities local, such as the Outdoor Tourism study promoted by the CRC Foundation.

The Councilor for Culture, Tourism and Trade of the Piedmont Region emphasizes that the increase in the positive opinion of tourists visiting the Cuneo area is not accidental, on the contrary, a fact that we expected in some respects. Companies have invested heavily in both staff and facilities, two basic guidelines not only for recovery but also for increasing the quality of the offering, a key factor for tourists who are increasingly demanding and heterogeneous.

“Cuneo Tourist Observatory is another step towards including all areas of Piedmont’s local travel agencies by 2023 in research, surveys and adapted statistics to support organizations, operators and trade associations. Mass of data that is read and interpreted and then put into the system within the overall framework of regional strategic planning – emphasizes Beppe Carlevaris, Chairman of the Board of VisitPiemonte –. This operation was possible thanks to the skills and many years of experience of our Piedmont Region Tourist Observatory, one of the first in Italy in terms of activity and workload, which appears in other realities, for example, also thanks to the ever-close cooperation with ENIT ”.

“I thank the Piedmont Region, the Crc Foundation, Unioncamere Piemonte and VisitPiemonte DMO for the great opportunity offered to the tourism sector in the Cuneo region – said Mauro Bernardi, president of Atl del Cuneese. The monitoring of quantitative and qualitative data will be an essential tool for a better programming structure for communication and tourism promotion in Italy and abroad. Statistical research and observation tools will allow us to operate efficiently and punctually, optimizing resources to enhance the visibility of our destination, where the market is particularly receptive ”.

“We live in a society where there is no room for improvisation anymore – says the president of the Chamber of Commerce, Mauro Gola – and the birth of the Cuneo Tourist Observatory will allow us to have an increasingly accurate, up-to-date and up-to-date picture of the evolution of tourism demand and offer, which will allow us to implement better and better strategic marketing solutions ”.

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