First half of 2022 with doubled number of arrivals and attendance; 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. It’s actually a photo taken by the new guy Cuneo Tourist Observatory, the result of a memorandum of understanding signed between Visit Piemonte – Marketing and regional promotion (community at home The Piedmont Region and Unioncamere for the purpose of tourism and agri-food development of the territory), Unioncamere Piedmontthe subject of merger and representation of territorial companies andATL of the Cuneo areaterritorial reference to strengthen local tourism resources, hospitality and tourist information.
The overall purpose of the jobTourist Observatory in the Cuneo area for this purpose, they will obtain detailed data and analyzes to assess trends in the industry, support the development of the hotel industry and contribute to the planning of promotional activities tailored to the specificity of the destination. The last year’s budget and monitoring the trends of the current tourist season these are benchmarks that, in an ever-changing context on many fronts, aim to bring the sector back to pre-pandemic levels and then continue to grow.
This was discussed today at the ATL del Cuneese headquarters at a meeting introduced by the President of ATL del Cuneese Mauro Bernardi with kind regards on the video link of the Piedmont Region Councilor for Culture, Tourism and Trade, attended by the regional councilor, President of the Board of VisitPiemonte Beppe Carlevarismember of the Management Board of Cuneo Chamber of Commerce – Tourism section Church of Giorgio and the director of ATL del Cuneese Daniel Salvestrin.
The technical presentation of the data was carried out by Cristina BergonzoHead of the Piedmont Region Tourist Observatory operating in VisitPiemonte, e Sarah Bovinihead of the Unioncamere Piemonte Studies and Statistics Office.
Dynamics of housing supply and demand
The tourism sector has its central axisaccommodation offer than in the territory Cuneo areain the final balance sheet of 2021 it counts 1,745 between accommodation establishments and tourist rentals with over 31,300 beds: about 13% of the entire region AND more than a quarter of the beds; Offer on campsites it accounts for 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 movementswith growth 17.8% of arrivals and 5.5% of overnight stays compared to 2020, in first half of 2022 present a trend towards a gradual return to pre-pandemic values. From the still preliminary data – the collection is still ongoing – the first half of 2022 shows a significant recovery compared to the corresponding period of the previous year With double arrivals and attendance: right now + 97% arrivals and + 92% attendance.
Especially tourist arrivals in May 2022 exceeded the value of 2019 which is the reference before the pandemic: over + 6%; is much in line with 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 the “network”: value sentiment destination Cuneo area for the year 2021 is equal to 89.9 / 100, an increase of +0.9 compared to the same period of the previous year and higher than the value of Italy equal to 87.2 / 100, and the value of Piedmont equal to 88/100. Value sentiment for the set “attractions”Monitored by reviews: 91.1 / 100 (Italy’s value is 89.9 / 100), which leads to a very good assessment of the territory’s tourism product.
The very positive evaluation of the tourist product of Cuneo is also confirmed by the results that have emerged study of the Italian population for vacation 2022: all those who visited the Cuneo area they said complete satisfaction.
The the most famous attractors the territory for Italian society is City of Cuneo, Monviso, Racconigi Castle, Saluzzo, Valle Maira Percorsi Occitani and the Sanctuary of Vicoforte.
The Italiansin fact they are the main tourists of the area in particular Piedmont, Lombard, Liguria – who, however, stay longer than the Lombards – Emilia-Romagna and the Venetians.
There is still room for greater awareness Cuneo area to our compatriots: indeed for 43% it is still territory to be discovered.
The Cuneo area will continue to be a summer holiday destination for compatriots: 7% of Italians who have declared their intention to spend their holidays in Piedmont chose the Cuneo valleys as their destination.
From online booking monitoring from offers on the main OTA channels – Internet Travel Agency, where the tendency to book rooms for stays close to the date of departure, it turns out that in the last week of July degree of saturationthat is, with sale / online booking of an accommodation offer in the Cuneo area compared to the total offer, this corresponds to 28% with an average rate of € 87; in total for the month of July badger saturation, that is sale / online booking of the Piedmont accommodation offer compared to the total offering, it rises to 34.6% with an average rate of € 87; from now in the month of August badger saturation is 23.2% with an average stake of € 88.
Companies from the tourism industry
Cuneo’s tourism supply chain in a broader sense runs from the end of 2021. over 3,200 entrepreneurial realities for less than 12 thousand Total Workers. 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 realities of the sector, it turns out that these are companies: micro size (0-9 employees) in 93.9%; 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 resultsTourist Observatory in the Cuneo area it will continue to update the indicators, monitor the tourism profile, expenditure and use of Alta Via del Sale in the summer of 2022. It will then be integrated with analyzes and monitoring measures dedicated to outdoor products, even starting with work already done by local actors, such as a tourism study in the open air promoted by the CRC Foundation.
Councilor for Culture, Tourism and Trade of the Piedmont Region He points out that the increase in the positive opinion of tourists visiting the Cuneo area is not accidental, on the contrary, it is 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 the next step towards covering all Piedmontese areas with Local Tourism Agencies by 2023 research, surveys and adapted statistics to support organizations, operators and trade associations. A lot of data that needs to be read and interpreted, and then entered into the system within the overall framework of regional strategic planning – draws attention Beppe CarlevarisChairman 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, for example, in other realities, also thanks to the increasingly 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. – he declared 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. The observation and statistical tools will allow us to operate efficiently and punctually, optimizing resources to enhance the visibility of our travel 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 a more precise, 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“.