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Towards the Strategic Plan for tourism in Rome

Futouroma 2019

Rome is an iconic city whose tourist offer is declined in terms of a unique historical, artistic and cultural wealth. In 2018 the goal of 15 million tourists was reached in the year and the numbers are constantly increasing.

This great result underlines the decisive role of Rome in terms of tourist flows, but it also means that additional work, plans and organization of the tourist offer is needed to guarantee greater quality in reception and services, in collaboration with companies and citizens and those who, from all over the world, choose the Capital for their travels and their holidays.

This offer must be studied in relation to the target of emerging flows through a scientific analysis that can direct choices and interventions aimed at transforming tourists into repeaters, because Rome is a city that deserves well beyond a visit.

To identify the most suitable tools and strategies to make Rome excellence of tourism and hospitality in the world, it is necessary to give life to a participated path that leads to the definition of a shared strategic plan in the short, medium and long term.

This is how “FUTOUROMA - Verso il Piano strategico per il turismo di Roma” (FUTOUROMA - Towards the strategic plan for tourism in Rome) was born with the spirit of developing, within the Roman territory, the National Strategic Tourism Plan 2017-2022 “Italia Paese per Viaggiatori” (Italy, Country for Travelers), with focus on the same key factors: sustainability, accessibility, digital technology.

FUTOUROMA requires the fundamental contribution of all: players in the sector, research and knowledge centers, institutions, stakeholders, opinion leaders and media, but also transport, health, banking, trade and all public services in general, given that tourism is an comprehensive economic system.

For this reason thematic tables will be organized, which will include trade associations, consortia, restaurateurs, cultural operators, national and international universities and other subjects with collective interests at the territorial level. In particular, universities will give their technical-scientific contribution through data, statistics and trend analysis of the economic and tourism scenario at a global and national level, fundamental for guiding the strategic choices in the regional tourism sector.

A fundamental stage of the participatory process is the organization of a Town-meeting for the analysis of the major issues pertaining to the tourism sector.

The "Strategic Plan" must be set on some specific guidelines:

  • Tourist Products: transition from a "destination" offer model to a motivation and experience model, from the logic of the territorial theme to that of the product, for the benefit of a renewed tourist aware and informed and who can independently organize each part of his vacation;
  • Infrastructures define the actions to promote tourist mobility in Lazio, in consideration of the fact that our tourist destinations, in order to be competitive on the national and international market, must be able to benefit from a network of even digital infrastructures ensuring efficient mobility;
  • Digital Tourism: to give life to the "sharing economy", or collaborative economy;
  • Reception and human resources: to make regional tourist destinations grow in terms of organization, information and reception;
  • Promotion and Communication: to define actions to organize and implement integrated marketing and create economies of scale;
  • Participatory governance: for the constitution of a regional observatory for tourism, internal communication actions and actions for monitoring and evaluating the plan.

The results of the entire project path, suitably reported in a specific summary document, will constitute the backbone of the new “Piano strategico per Roma” (strategic plan for Rome) 2019-2025.


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