Massimiliano Polacco, director of Confcommercio Marche and member of the Chamber of Commerce with responsibility for tourism, at the end of April you organized the fourth edition of the General States of Tourism, focusing on the slogan “Ambassadors of the values of the region”, testifying to the strong closeness to the territory . What emerged?
“That we must push on the Marche values, typical of our entrepreneurs: hospitality, seriousness, honesty and all those qualities that characterize us and translate into the integrated hospitality formula that we offer to national and international tourists who arrive in our region We are aiming for these values to increase flows.” Two questions in one: what are tourists who come to the Marche looking for and who are they?
“We carried out a study thanks to the 2023 tourism data processed by the Chamber of Commerce and three categories emerged that lead to choosing the Marche destination: one is the nature, leisure and relaxation category, another is culture, yet another it is experiential tourism.”
And the second answer?
“50 percent of the tourists who arrive are couples. If previously we thought of family tourism, now the discovery of our territories is done in two. Another important fact is that linked to the more marked presence of tourists born since 1981 to 1995, the so-called generation Y, which we could define as higher spenders. In short, more and more young people are choosing the Marche, not very young, oriented towards other shores, for example Romagna, nor too old, sedentary”. What does this mean?
“Those who come to the Marche region do so by making a conscious choice: they will find everything here. Foreigners prefer culture, young people prefer experiences. Therefore, more and more packages are planned that look at the new frontiers of tourism, from sports and leisure, through for trips, on horseback or by boat, to food and wine. In short, when you buy a holiday, you then buy an experience of many types”. How to strengthen the offer?
“As requested by us, the Region is organizing an innovative tender for the adaptation of accommodation facilities, such as spas and wellness centres, to enhance activities related to relaxation and improve the quality of our tourist hospitality”.
And what about culture?
“Here I believe it is necessary to work the opposite way, that is, on the tourist. Getting away from the logic of the small and beautiful, of village festivals, starting to think about the big attractors with the Rof in Pesaro, the Mof in Macerata, the Summer Jamboree in Senigallia to attract a wider target, for example, we organized Pane Nostrum, with 5 thousand people from outside the region.
“Two years ago we launched the Marche catering forum, which was preparatory to the creation of the National Catering Day, which will be celebrated every 18th May. On the 16th we will present this initiative to the Chamber of Deputies. It all started from Ancona”.
But he hasn’t yet spoken about Ancona, the capital.
“Well, my position is very clear. The future of Ancona is in its roots. There is an enchanting part of the ancient city, which needs to be rediscovered. My passion is the Roman amphitheatre: an ideal location for organizing high-class events profile”.
How important is infrastructure development for tourism?
“Essential. I will never stop saying it, a motorway infrastructure that ‘stops’ at Pedaso and isolates the south of the Marche is a serious problem: I believe the third lane is necessary. And then this region can no longer ignore a better connection with For Milan, for better or worse, the capital must be strengthened between the railways and the airport.”
Does it also refer to territorial continuity?
“Of course. It’s a great opportunity. SkyAlps today offers a different service, but it is essential to remodulate flight times to allow both tourists and workers to reach the destination more easily”. Bolkestein chapter and seaside concessions up for auction after the latest ruling from the Council of State: the European elections are looming, what to ask the representatives who will be elected in Brussels?
“Many mistakes have been made, the sector had to be safeguarded from the beginning. Now it is appropriate to do more lobbying towards companies in the sector, which cannot risk being destroyed. We know the government’s position, let’s raise the bar: I hope that the European Parliament will better evaluate the principle of economy. In the meantime, I say to Italians: rally around seaside businesses, they are the jewel in the crown of tourism.”
