In recent days, the shareholders’ meeting of IF Imola Faenza Tourism Company unanimously approved the financial statements for the year 2023, from which, despite the impact of the flood and landslides which hit the territory, signs of the solidity of the society and of the tourist reception and promotion system in the Imola and Faenza area have arrived.
A turnover above one million despite the flood
However, 2023 closed with a turnover of 1 million 57 thousand euros. For the second consecutive year the company exceeded one million euros (and there are currently all the conditions to obtain the same result in 2024); in any case, in the average turnover of the last three years IF exceeds one million in turnover, thus complying with the requirement imposed by the Madia law.
Revenues deriving from services and activities linked to the Enzo and Dino Ferrari Autodrome have taken on an increasingly significant role, rising from 57 thousand euros in the company’s first balance sheet to 331 thousand euros last year. And this despite the cancellation of two key events of the year. The tours organized at the racetrack thanks to the support of Formula Imola have always been sold out, with around 3 thousand people involved in guided tours and experiences linked to the racetrack, 68% of which were foreigners.
Although the May flood caused the lack of very important infrastructures for the outdoor tourist offer of the area – primarily the Santerno cycle path in which investments had been made in terms of promotion – there was no lack of organization of events such as the CYCLE SUMMIT, excursions and themed initiatives included in the “ Let’s go!
IF has maintained its central role in the reception area thanks to its presence in the area with 5 tourist info points and over 194,000 visitors welcomed; to these is added the management of welcome desks on the occasion of national and international events.
The main activities carried out in 2023
The company acted proactively by adapting its proposal to the changed conditions. Management continued of the Autodromo Tourist Hub, of the IAT of Riolo Terme, of the Cardello complex of Casola Valsenio, of the station at the eXtraBO information point in Piazza del Nettuno in Bologna, of the info points at Castel Guelfo Outlet, Centro Visite Casa del Fiume and Geological Museum of the Romagnola Chalk Vein of Tossignano.
There were numerous opportunities to meet with the travel trade (travel agencies and tour operators) with participation in 18 of the main trade fairs and workshops in the sector (BIT Milan, F.RE.E Munich, BMT Naples, SALON MONDIAL DU TOURISME Paris, TTG Rimini, ITWEB BY COMITEL, BTI Bologna, Good Italy, BITESP Venice).
Particular attention was paid to social activity, particularly in the days and months following the flood, providing information through these channels on the accessibility of the territories and to promote initiatives and operators in the recovery phase.
The Terre&Motori project, which the Ami Consortium entrusted to IF to try to promote the best combinations between major motoring events and the excellence of local food and wine, had a satisfactory response. Again to enhance the typical local products and the high gastronomy associated with them, after a pause of a few years, the “Il Piatto Verde” exhibition was revived in collaboration with the Riolo Terme Hotel Institute.
Also in 2023, in November, hospitality linked to weddings was launched, which effectively transformed the Sala Senna into a civil registry office. This allows you to develop a real wedding package, offering a series of extra activities to combine with the ceremony (parade on the track, photos on the podium, simulator sessions for spouses and guests, personalized Autodromo-themed wedding favors, reception in the hub spaces , etc.). An upcoming wedding at the racetrack is scheduled for Saturday 29 June.
2024 and the three-year planning
The first three months of 2024 recorded a very positive trend compared to the similar months of 2023, both in terms of tourist movement and turnover, showing further growth opportunities. Among the medium-term objectives, it remains essential to continue in the development and marketing of the outdoor product, trusting that in the next two years all the infrastructures damaged by the events of last May will be restored.
Following the strong appeal generated by the Autodrome, it is intended to increasingly consolidate the networking of roles and functions with Formula Imola. In this way it would be possible to plan in synergy the expansion of the offer, the implementation of increasingly incisive actions and the optimization of resources.
In this regard, the collaboration with a relevant professional figure – Michela Fabbri – began in the first months of 2024 with the aim of developing relationships and promoting the territory and with particular attention to the motorsport-themed commercial offer and the creation of synergies also with large companies in the sector.
Finally, the management of reception offices remains fundamental, in the face of the regional reform of the tourist information system which has raised quality standards by providing for the establishment of tourist hubs and requiring the carrying out of travel agency activities, for which IF has equipped in time. This makes it possible to integrate the management of the tourism supply chain at a local level and to coordinate all promotional and marketing activities, making them consistent with the territorial and regional tourism development guidelines.
Director Marcella Pradella: «The commitment to innovation, the quality of the tourist offer and the satisfaction of visitors remain at the center of the mission of IF – Tourism Company, together with the discussion with all the members, bodies and operators of the territory, in the certainty of being able to face the next challenges and thus confirm the validity of the strategic path undertaken in recent years”.
President Gianfranco Montanari: «The company has achieved an excellent level of operation and solidity which is the result of the work done in recent years, in collaboration with the Municipalities and with the involvement of the Members. With the inclusion of Michela Fabbri we are convinced it will be possible to further improve the integration with Formula Imola and grow our role in relation to the world of motorsport. His experience with the Gresini two-wheel team and, in Formula One, with the then Faenza-based Scuderia Toro Rosso, which later became Scuderia AlphaTauri, is of the highest level. We are convinced that it is the right professionalism to help us grow further in this essential area for IF and for the attractiveness and tourism of our territory.”
