‘Made in Marche’ and the values of our Region were at the center of the States General of Tourism Confcommercio Marche which reached its fourth edition this year. The event was staged on 22 April 2024 in Castelfidardo at the Cinema Teatro Astra under the slogan ‘Ambassadors of the values of the Marche Region’ to testify to a strong and ambitious connotation for our territory which wants to confirm itself as a ‘destination for well-being and relaxation’ .
At the center of the conference, the key role that our hospitality entrepreneurs play by acting as spokespersons and ambassadors of the fundamental values of the Marche region: professionalism, seriousness, honesty and quality are just some of the peculiarities that characterize us and which translate into the integrated hospitality formula that the Marche offers to national and international tourists arriving in our Region. These values were the heart of the 2024 edition of the General States of Tourism which began, not surprisingly being in Castelfidardo, under the banner of music thanks to the local ‘Civica Scuola di Musica Paolo Soprani’. Prof. Massimiliano Polacco, General Director of Confcommercio Marche, wanted to underline the choice of Castelfidardo precisely because of the link between Tourism and culture, music first and foremost.
The Polish Director then introduced the themes of the conference and left room for institutional greetings from the Mayor of Castelfidardo Dr. Roberto Ascani, from Senator Antonio De Poli, Police Commissioner of the Senate of the Italian Republic, from Gino Sabatini, President of the Single Chamber of Commerce of Marche, by the Hon. Lucia Albano, Undersecretary of State at the Ministry of Economy and Finance, and, in streaming connection, the Hon. Gianluca Caramanna Advisor to the Minister of Tourism for institutional relations.
The introductions were concluded by the President of Confcommercio Marche Dr. Giacomo Bramucci: “Tourism is an identity factor on which to focus strongly: in fact, by grasping its intrinsic value, we can really make a big leap in quality in our Region. A Confcommercio study shows how strengthening tourism also has positive repercussions on the increase in the export of goods and services to those nations from which tourists come”.
The driving force effect in Tourism is fundamental and we have been moving in this direction since the start of the work with the first in-depth analysis entitled ‘Redevelopment as a driver for attracting new tourist flows of well-being and relaxation’.
The panel was introduced and moderated by Dr. Luigi Franchi, Director of Ilbelviaggio.it, who led the speakers to reflect on topics of great importance for the development of the sector.
Prof. Gian Luca Gregori, Rector of the Polytechnic University of Marche, addressed key aspects of the flows linked to wellness tourism, starting from the good development prospects found and underlining how Tourism is the sector that will grow the most in 2024, with the importance of giving references to the sector and of having a circular approach in the field of well-being, planning, thinking about accommodation facilities, to create an integrated offer. In this sense, it could also be important to create a “wellbeing” brand that characterizes the Marche region. Among the interventions was the remote contribution of the Extraordinary Commissioner for the Reconstruction of the earthquake areas Sen. Guido Castelli who wanted to take stock of the interventions linked to the reconstruction and revitalization of the earthquake-stricken areas. Also connected was Dr. Marco Bruschini, Director of ATIM, the Agency for Tourism and Internationalization of the Marche Region, who underlined in particular the importance of the positive data being recorded on arrivals with a +11%, and on presences with a +14%. Dr. Andrea Maria Antonini, Councilor for Economic Development of the Marche Region, then wanted to underline the importance of involving the many components that complete the Marche tourist offer while Dr. Paolo Mariani, General Director of UNI.CO, brought the point of view of those who support the entrepreneurial system at a credit level. Dr. Alberto Corti, Director of Confturismo – Confcommercio Nazionale, underlined how the concept of well-being and relaxation must be interpreted in the most extensive and complete form to be in all respects a concrete plus at the service of local tourism development.
The conclusion of the event was characterized by an in-depth discussion involving the President of the Regional Council and Councilor for Tourism, Dr. Francesco Acquaroli, the Polish Director who presented the Confcommercio Marche study on the processing of UnionCamere data, in which it was highlighted ” the importance and centrality of experiential tourism which is growing strongly in our Region, as well as the search for sport, leisure and product tasting”. Other interesting data concern the characteristics of tourists visiting our region: one tourist in two who comes to the Marche – continues the Polish Director – comes without children and is looking for experiences. One tourist in four continues to work while on holiday in the Marche and the data on age is very interesting: 45.3% of tourists who come to the Marche belong to the so-called ‘Generation Y’, i.e. between 29 and 43 years old. Our Region records data higher than the Italian average regarding the reasons for tourist choice, such as: first of all leisure and relaxation at 36% (while in Italy it is 34.3%), followed by richness of cultural heritage with 33.9 % compared to the 31% value in Italy, food and wine interests at 19% in the Marche and the Italian average 13.5%, and finally sporting activities 11.6% (against 5% in Italy)”.
Further elements of stimulus came from the President Federalberghi Confcommercio Marche Dr. Luca Giustozzi, from the President Fipe Confcommercio Marche Chef Moreno Cedroni (in connection), from Dr. Daniele Gatti President Villaggi Marche – Confcommercio Marche and from Dr. Gabriele Borgogelli President Faita Federcamping Marche – Confcommercio. Following the discussion between the President Francesco Acquaroli and the Polish Director which opened with the theme of digitalisation, a factor that is now more central than ever for the competitiveness and growth of the Marche region, followed by that of the redevelopment of the structures dedicated to reception, through the funds made available: 15 million for redevelopment of which 9 million regional and 6 European and 15 million for accommodation. Only by increasing quality will the Marche be able to become more competitive on the market.
Acquaroli then wanted to underline the excellence of a territory such as the Marche region, which thanks to its quality, its beauty and its exceptional heterogeneity can attract increasingly large national and international tourist flows.
