Design 15 thematic itineraries according to the indications provided by Explora in collaboration with a specialized tourism company (UTAT) and local territories focusing on the city of Piacenza.

1. Designing itineraries for EXPO 2015
Focus on Piacenza
in collaboration with
Ksenia Viktorova
Lisa-Therese Gruber
Giorgio Kwiatkowski
Natalya Popova
Koray Karbay
Tutors: Prof. Francesca d’Angella
Dott. Dario Caldana
May – July 2014
1

2. AGENDA
1. Destination Analysis
1.1. Competitiveness evaluation
(resources and positioning)
1.2. Attractiveness evaluation
(market size and potential)
2. Overall Evaluation
3. Selection of itineraries
3.1. Online Promotion
3.2. Itineraries presentation
Itineraries are designed in collaboration with a specialized tourism
company (UTAT) for Chinese business and Russian Leisure Tourists
based on the macro themes indicated by Explora:
• Art & Culture (including religion)
• Food & Wine
• Nature & Active Tourism (parks, sports , bike, walking, trekking,
car tours, motorbikes)
2
Appendix
Pivot method
Data on Competitiveness Analysis
Data on Attractiveness Analysis
Evaluate competitiveness and
attractiveness of the province of Piacenza
Identify strong points, primary themes
and gaps in the tourism offer
Create original and appealing itineraries for
target markets
OBJECT
1
2
3

3. Art & Culture
1.1. Competitiveness Evaluation
3
Food & Wine external recognition (restaurant guides)
Part of ER renowned "food valley"
highest # (23) of DOP & DOC products in the
region
Well organized networks to promote the offer
Tomato capital of the north of Italy
rich varied offer
high amount of castles (300)
well preserved heritage
well organized networks to promote the offer
external recognition: Orange Flag (3), Città
d'Arte (4)
very useful tourist portals
Attributes EvaluationMacro theme
• excellent resources and well-
organized networks in place
• slight confusion in the
perceived identity by tourists
(Piacenza < - > Parma)
Nature & active
tourism
scenic landscape
133 agriturismi
external recognition (NGO)
fewer networks
• High potential through valuable
resources but not very visible on
the market
• Strong point: unspoiled from
mass-tourism
• valuable and well presented
offer

4. Attributes Evaluation
Accessibility
crossroads N/S & E&W
vicinity of 5 airports
Existing transportation network (trains, bus, cars)
Alternative route network (pilgrimage, cycling)
Accommodation
• Strategic position
• Good connections
• Missing 5* hotels (limits targets)
• Accommodation potential
unexploited
Other features
1.1. Competitiveness Evaluation
4
accommodation offer lower compared to the
rest of the region
requirements for targets not met (quantity &
quality)
Existing offers
9 websites propose 23 itineraries
Division between cultural, nature and F&W tours
• One portal with all itineraries missing
• Predominant focus on cultural tours
• Nature itineraries underrepresented
Networks
already several networks in place
new product club “Terre francigene
piacentine"
• Good efforts to bundle services
• New initiatives to attract the Russian
market (invitation of journalists to
Piacenza)

5. 1.2. Attractiveness: Evaluation
5
Tool Results Evaluation
Tourist Guides • Predominant Art & Culture macro
theme
• Piacenza City and
Castell’Arquato most mentioned
places
• Lower perceived recognition in
respect to the entire region
• Av. LOS: 2.3 days
• Province: Decrease in arrivals
and overnights 2010 – 2013
• Growth for Russian and Chinese
target markets in the region
• Low amount of tourists
compared to the rest of the
region  unexploited potential
• positive trend for target markets
 already in the area, attract
them to PC
Tourism Flow
Statistics
Trip Advisor
Online Travel
Websites
• Predominant focus on PC City
• Few other places known in the
province
• Gastronomy and landscape
appreciation
• High ratings
• Art & Culture is very strongly represented
• Food & Wine are recognized as attractive
• Nature is considered unspoiled and
beautiful
• Tourist focus on PC City, Val Trebbia and
Val Nure

6. 2. Overall Evaluation
6
Competitiveness Attractiveness
Art & Culture
Valuable & well
presented offer,
many organized
networks
Mentioned in
Tourist Guides,
Online Travel and
Review Sites
Food & Wine
High quality offer,
organized networks,
lacking recognition
Mentioned in
Online Travel Sites
and Review Sites
Nature &
Active
Tourism
High potential but
not visible enough
Few mentions
overall
Attractiveness
High
Art &
Culture
Food &
Wine
Low
Nature &
Active
Tourism
Low High
Competitiveness
* For more information concerning the overall evaluation method please refer to slide
number 47 in the “Appendix” section

7. 3. Selection of Itineraries
7
Macro-Themes Themes and Titles of the Itineraries
Target
markets
 Learn History, Reveal Mystery…Taste Food Russian Leisure
 Wind of Melody Russian Leisure
 Religious North Russian Leisure
 Galloping Through Time Russian Leisure
 Life is movement Russian Leisure
 A touch of northern blessing Chinese Business
 From Medieval to Modern Times Russian Leisure
 Red Italian Passion for Exellence Chinese Business
 Secrets of an Industry’s success Chinese Business
 Taste of Surroundings. Emilia-Romagna Russian Leisure
 Food is Energy for Life, Culture for a Soul Russian Leisure
 Italy 4 YOU Russian Leisure
 EXPO-erience Biodiversity Russian Leisure
 Towards 0 Emissions Chinese Business
 WATER – your most amazing rendez-vous Russian Leisure
 Day at the countryside Russian Leisure
Each itinerary contains:
• title,
• theme,
• full description of main
legs and attractions,
• target,
• accommodation &
restaurants,
• daily program,
• maps,
• transportation
indications,
• opening hours,
• black-out dates,
• price,
• sources of information.
**In addition to the focus on Piacenza, we also considered Parma in some of our itineraries because the two territories are:
geographically close, similar in terms of tourism resources, part of the same region. Moreover, Parma presents a strong image on
the international market that could help Piacenza work on its weaknesses (enhance its awareness, reinforcing its image)

8. 3.1 Online Promotion
8

9. 3.2 Presentation of 2 itineraries
9
• Secrets of an industry’s success
• EXPO-erience Biodiversity

10. EXPO and the Italian art of processing and
handcrafts

11. Discover the art of carving master
pieces out of rough diamonds
through passion and cutting edge
techniques, improving production
quality standards and delivering
products that stand out for their
excellence.
Get aboard of a journey through the
art of processing and handcrafting,
discovering techniques and the
results of years of perfecting men’s
knowledge and skills in creating,
delivering and marketing excellent
products making piece of art out of
them.

12.  Itinerary for Chinese business people
 Interested in Italian products and traditional handcrafts
 Small groups 6 – 7 people
 Creating a journey through the variety of Italian processing industry
 Provide visitors with both moments of enjoyment and business
 Build up on the Italian tradition in the processing industry
 Approach Chinese buyers on a trend for chocolate and coffee products and the
Italian tradition of handcrafting and art
ITINERARY OVERVIEW
 Day 1: EXPO 2015
 Day 2: Cremona  Sperlari / Violins liutery
 Day 3: Piacenza  Musetti / Grazzano Visconti
 Day 4: Bologna  Majani / Artigianarte
1
2
3
4
Price* per Person: 830 €
* Estimation through comparison with similar
itinerary offers on Tour Operator websites:
Caldana – Vapensieroviaggi – Gialpitravel –
Raggioverde - Gruppi.it – Guinesstravel - Mowgli

13. EXPO 2015 Itinerary proposal
 Arrival in Milan, transfer of luggage to Piacenza
 Transfer to EXPO 2015
 China Corporate United Pavilion
 Cocoa pavilion – Food of the gods
 Lunch at “Top” Italian restaurant
 Coffee pavilion – Energy for thoughts
 Italian Pavilion
 Possible contact with representatives from each
producer involved in the itinerary
 Transfer to the hotel in Piacenza
Suggested accommodation: “ Ovest Hotel” 4 *
Via I Maggio, 82,
29121, Piacenza

14. Cremona – Sperlari – Violins liutery
 8:00 Wake up and breakfast
 9.00 Departure from the hotel
 9:40 Arrival at “Sperlari Leaf Italia s.r.l. ”
 9:50 Visit to the factory and workshops
 12:30 Lunch at “Al Qu4rto roof garden restaurant”
Piazza Libertà, 26, 26100 Cremona
2 forchette gambero rosso
 14:00 Sightseeing of the city of Cremona
(museum of the violin)
 15:30 Visit to a traditional liutery laboratory
(arranged with the help of “Consorzio liutai Cremona”)
 17:30 Back to Piacenza city – centre (sight – seeing)
 20:00 Diner at the hotel

15. Sperlari Leaf Italia
Well – known chocolate and sweets
italian producer famous for its “torrone”
and chocolate products.
Al Qu4rto roof garden restaurant
A beautiful restaurant with its outdoor
roof garden and its lovely view over
piazza delle libertà, with an extensive
delicious traditional and international
menu.
Violin museum – Stradivari Foundation
The central museum of Cremona’s traditional
liutery and fine instruments production with its
exhibition halls and a broad array of events hosted
in the infrastructure by the consortiun.
Liutery labs in the city centre
A visit to a liutery will be arranged with the
help of “Consorzio Liutai Cremona”

16. Piacenza – Musetti –Grazzano
 8:00 Wake up and breakfast
 9:00 Departure from the hotel
 9:20 Arrival at “ Torrefazione Musetti s.r.l.”
 10:30 Visit of the factory and workshop
 13:00 Lunch at “Ristorante Riva”
Loc. Riva, 16
Ponte dell'Olio (PC)
2 forchette gambero rosso
 15:00 Transfer to Grazzano Visconti
(visit medieval burg, castle)
 15:30 Visit of a handcrafts laboratories
 17:00 Visit of the village
(park of Grazzano Visconti)
 18:30 Departure for Piacenza
 Diner at the hotel

17. Musetti Torrefazione s.r.l.
A coffee producing company with an history
dating back to more than 70 years ago and a
strong connection to figurative arts.
Savi Fratelli ferri battuti
Visit to a traditional wrought iron laboratory
right in the heart of the enchanting village of
Grazzano Visconti.
Grazzano Visconti
A beautiful small village with its impressive
park and majestic castle, house to many
handcraft laboratories and member of the
network “Cities of arts”.
Ristorante Riva
A small lovely restaurant in the small town of
Ponte dell’Ollio mentioned on the Michelin
Guide for its owners’ hospitality and fine cuisine.

18. Bologna – Majani - Artigianarte
 8:00 Wake up and breakfast
 9:00 Departure from the hotel
 9:20 Arrival at “Majani s.r.l.”
 9:30 Visit of the laboratory and workshops
 12:30 Lunch at “I Carracci”
Via Manzoni 2, Bologna
Excellence award 2014 Tripadvisor
 14:30 City sightseeing
(piazza Maggiore, fontana del Nettuno, torri degli
Asinelli e Garisenda, Pinacoteca nazionale di
Bologna)
 17:30 Visit to “Artigianarte” laboratories
 19:00 Transfer to hotel “Hotel Cosmopolitan”
 Diner at the hotel

19. Majani s.r.l.
Historical chocolate producer in Bologna in the
business since 1796 well known for its “Cremino”
sporting the iconic vintage “FIAT” logo.
Artigianarte
An incredible ideas factory it is a lively handcraft
laboratory with different artifacts from different artists
already participating to 2010 World Expo in Shanghai.
Ristorante I Carracci
A perfect masterpiece of italian classic style this
restaurant will delight with both pleasure for the
guests sights and taste.
Pinacoteca Nazionale Bologna
One of the most important painting exhibition for italian
classic styles with masterpieces from Raffaello, Tiziano and
Giotto all nestled in a modern and stylish exhibition hall.
Departure
 8:00 Wake up and breakfast
 9:00 Departure from the hotel
 9:20 Arrival at Bologna “G. Marconi” airport

20. ERIENCE
BIODIVERSITY!
Aquatic, Terrestrial and Urban life
in Liguria, Lombardy and Emilia Romagna

21. Biodiversity means any variety of life on earth. This itinerary will take
you through an amazing journey to discover different ecosystems on
land, water and in an urban setting. Experience the Biodiversity Park at
EXPO 2015 and explore the smart city Milan, watch whales and
dolphins in Genoa and learn all about the world of an authentic Italian
agriturismo in Alseno.
Understand what it means to be part of our planet, experience
biodiversity.

22. Target
• Russian Leisure Tourists
• Families
• Groups
• Outdoor - nature oriented, active
Accommodation
Best Western Family Hotel Galles Milano 4*
(or similar: NH Hotel 4* Milano Touring)
Price* per Person: 630€
* Estimation through comparison with similar itinerary offers on Tour Operator
websites:
Caldana, Vapensieroviaggi, Gialpitravel, Raggioverde, Gruppi.it, Guinesstravel,
Mowgli.
MILAN
2 Genoa
3 Alseno
4 Days
1
4

23. Day 1: MILAN - EXPO
Entire day:
Thematic Areas:
BIODIVERSITY
CHILDREN’S PARK
ITALIAN PAVILION
LAKE AREA
Clusters:
BIO MEDITERRANEUM
Dinner @ Hotel Galles Terrace Restaurant

24. Day 2: Aquatic Ecosystem GENOA
08:00 Transfer Milan – Genoa
by train (Frecciabianca: 1:30)
10:00 Free Time (Suggestion:
Aquarium / City Sightseeing /
Shopping / Tasting Pesto
Genovese, Focaccia)
13:00 Boat trip “Whale
watching” (Lunch to be
brought on board)
18:00 Transfer Genoa –
Milan by train
20:00 Dinner @ Un posto a
Milano (Lodi)
Milan – Genoa
Frecciabianca: 1:30

25. Day 3: Terrestrial Ecosystem ALSENO (PC)
• Transfer to in Alseno by coach
Entire Day:
Agriturismo and fattoria didattica
“La Quercia Verde”
Workshops:
Bread baking
Soap making
Taking care of the farm animals
Grape harvest (autumn only)
 From bee to honey
Crafting hay animals
Excursion into the regional Park “ Parco dello
Stirone”
Lunch & Dinner @ La Quercia Verde
• Transfer back to Milan
http://www.laquerciaverde.it/fattorie.html

26. Morning: City Centre Tour
Classic City:
• Parco Sempione, Castello Sforzesco, Via Dante, La Scala, Galleria
Vittorio Emmanuele, Duomo + Roof, San Babila, Brera
Smart city:
• Via della Spiga (Smart Street)
• BikeMi Sharing System
• Free Wifi Spots
• Botanical Garden in Palazzo Brera
Future City:
• Porta Nuova District:
UniCredit Tower & Piazza Gae Aulenti
Bosco Verticale by Boeri & Giardini di Porta Nuova
Palazzo Lombardia (0 emissions skyscraper)
Lunch: Restaurant “Ratanà” (Slow food)
Afternoon: Laghetto delle Vergini dell’Idroscalo
ForestLab (tropical greenhouse, didactical laboratory, Biodiversity
garden
Day 4: Urban Ecosystem MILAN

27. City Tour
Classic &
Smart &
Future
Day 4: Urban Ecosystem MILAN – logistic details
Laghetto delle
Vergini

28. Appendix
 1. The PIVOT* Method
 2. Competitiveness
2.1. Competitiveness: Accessibility
2.2. Competitiveness: Hospitality offer
 3. Attractiveness
3.1. Attractiveness: Tourism Flows
3.2. Attractiveness: Tourist Guides
3.3. Attractiveness: Top 10 Tourist Sites
28

29. Competitiveness
• Analysis of the tourism resources
• Analysis of the offers already on the market
• Evaluation of the macro-themes
Attractiveness
• Analysis of tourism flows
• Analysis of tourists perceptions (tripadvisor, booking, …)
• Analysis of tourist guides
Itinerary
Design
• Selection of relevant themes
• Design of the itineraries
1. The PIVOT* Method
29
*PIVOT is a project financed by Lombardy Region, whose objective is to design innovative tourism experiences in the region for
national and international markets. IULM University has been taking a leading and active part into the project, under the
coordination of Prof. Manuela De Carlo.

30. 2.1. Competitiveness: Accessibility
30
Bergamo
MILANO
PIACENZA
BRESCIA
Parma
Bologna
By car: A1 connects Piacenza to the
North and South
A21PC-BS to Brescia
A21 PC-TO con Torino
Borders:
Austria ( Brennero) -344km A22/E45
Slovenia ( Trieste)-380km A4
France (Bordighera) - 318km A10/E80
Switzerland (Chiasso) – 123 km A9/E35
By train: Piacenza can be reached via
Milan-Bologna railway and Turin-
Piacenza in approx. 1 hour
Ferrara
Cremona Mantova
By plane: the closest airports are Milano
Linate (69.4 Km)
Parma Airport (67.4 Km)
Bergamo Orio al Serio (87.1 Km)
Extra info: It’s part of the itinerary of
Eurovelo route 8 the European network
of cycling routes crossing EU territory
Reggio Emilia
Pavia

31. 2.2. Competitiveness: Hospitality offer
Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11
• Piacenza is the province with the lowest number of accommodation of the region.
• Existing accomodations (3-4*) are not entirely in line with our main targets requirements.
• Need for upper-class accomodations (4-5*)
31
Emilia - Romagna Hospitality offer
Province Hotels
Alt.
Accomodati
on
Total
Structures
%
Piacenza 93 220 313 3,6%
Parma 216 525 741 8,6%
Modena 237 382 619 7,2%
Bologna 324 921 1.245 14,5%
Rest of the
region 3.610 2.087 5.697 66,1%
TOTAL 4.480 4.135 8.615 100,0%
3,6%
8,6%
7,2%
14,5%
66,1%
Number of accomodation in Emilia
Romagna 2012
Piacenza
Parma
Modena
Bologna
Rest of the region

32. PIACENZA CITY
Quantity
3* and 4* Hotels 13
other accommodation 30
B & B 13
TOTAL 56
rooms 954
beds 1,778
32
Category
# of
Hotels
# of
rooms
Average rooms
size (sq2)
Average price
(double)
4 * 5 359 16-35 127
3 * 8 364 15-25 82
TOTAL 13 703
• Only 13 accommodations ( 3-4*) are suitable for our target market.
• They represent 74% of the total offer available in the city.
Source:Booking.com, Piacenza statistics
2.2. Competitiveness: Hospitality offer
Piacenza City Accommodation

33. 2.2. Competitiveness: Tourism resources
Identification of the main resources for Macro Themes
selected by EXPLORA
Art & Culture
 Food & Wine
Nature & Active Tourism
33

34. 3.1. Attractiveness: Tourism Flows – Arrivals &
Overnights
• Piacenza accounts for 3% of regional arrivals and overnights
• Severe decrease for the province both in arrivals ( - 27%) and overnights ( - 46%) between
2010-13
• Same for the city both in arrivals ( - 14%) and overnights ( - 31%) between 2010-13
• The average length of stay is short (2.3 days)
Source: Elaborations on “Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2010 – 13” and Piacenza’s
province report 2013”
34
2010 2011 2012 2013
Total Overnights
Province 660 599 465 451
City PC 268 261 221 204
0
100
200
300
400
500
600
700
Inthousands
Overnights 2010 - 13
2010 2011 2012 2013
Total Arrival
Province 253 274 236 200
City PC 125 138 125 109
0
50
100
150
200
250
300
Inthousands
Arrivals 2010 - 13
In thousands In thousands

35. • France (14%) , Germany (11%) and China (8%) are the top three markets
• Low presence of Russian tourists in the province (2%)
3.1. Attractiveness: Tourism Flows – Piacenza
Internationals arrivals 35
Source: Elaborations on “Piacenza’s province report 2013”
14%
11%
8%
5%
5%
5%5%4%
3%2%
2%
36%
Piacenza International arrivals 2013
France
Germany
China
Spain
UK
Netherlands
Switz. & Liech.
Belgium
USA
Austria
Russia

36. 2012
Countries ARRIVALS RANK
GERMANIA 395.203 1
RUSSIA 274.551 2
FRANCIA 207.361 3
SVIZZERA 165.346 4
PAESI BASSI 101.703 5
REGNO UNITO 94.583 6
BELGIO 81.437 7
POLONIA 81.043 8
SPAGNA 75.706 9
USA 75.485 10
ALTRI PAESI UE 74.089 11
AUSTRIA 73.326 12
CINA 71.105 13
2011
Countries ARRIVALS RANK
GERMANIA 390.567 1
RUSSIA 237.722 2
FRANCIA 216.494 3
SVIZZERA 154.732 4
PAESI BASSI 98.472 5
REGNO UNITO 96.585 6
POLONIA 89.432 7
SPAGNA 86.938 8
BELGIO 80.278 9
ALTRI PAESI UE 79.269 10
USA 78.120 11
AUSTRIA 73.036 12
CINA 68.499 13
2010
Countries ARRIVALS RANK
GERMANIA 365.315 1
FRANCIA 202.595 2
RUSSIA 168.541 3
SVIZZERA 147.328 4
PAESI BASSI 96.891 5
REGNO UNITO 93.950 6
SPAGNA 85.270 7
POLONIA 80.306 8
ALTRI PAESI UE 76.573 9
BELGIO 76.488 10
AUSTRIA 73.432 11
USA 70.877 12
CINA 52.562 13
• 2010 - 2011 Russia became the second market in terms of relevance for Emilia Romagna (arrivals)
• Increase of arrivals for Russian tourists in 2012 but at a slower pace than from 2010 – 2011
• China’s arrivals steadily growing through the whole period
Source:Regione Emilia Romagna rapporto annuale sul movimento turistico e la composizione della struttura ricettiva 2012 – 11 – 10
+15,49% +41,06%
+3,80% +30,32%
3.1. Attractiveness: Tourism Flows - E. R.
Relevant Trends 36

37. 3.2. Attractiveness: Tourist Guides
37
Tourist Guides Year
Piacenza
mention
*Lonely Planet "Italy" 2010 Yes
Baedeker "Italien" 2010 Yes
DK Eyewitness Travel "Italy" 2011 Yes
Michelin "Italy" 2011 Yes
Guide Michelin "Italie du Nord" 2011 Yes
The Rough Guide to Italy 2011 Yes
Rick Steve's "Italy" 2011 No
National Geographic "Italy" 2012 Yes
*Lonely Planet "Italy" 2012 Yes
Fodor's Travel Intelligence
"Italy"
2013 Yes
Frommer's Italy 2013 No
• 8 / 10 Tourist Guides mention Piacenza City
• 5 / 10 Tourist Guides mention Castell’ Arquato
• Tourist Attractions are all centered on Art & Culture
(buildings)
• Average pages dedicated to Piacenza are only 1.5
out of 500 (in Tourist Guides about Italy as a whole;
Exception: 5 pages in Tourist Guide Northern Italy)
• Recurrent perception of Piacenza City: “well
preserved, picturesque medieval center”
• 3 / 10 Tourist Guides judge the value of Piacenza City
(“worth a quick stopover”, : must- see”, “Day-trip
fodder”)
Tourist Guides sold in the Top 10
geographical markets for Lombardy
* Two editions of LP to observe evolution
 Low perceived importance of Piacenza, main
attractions are the city and Castell’ Arquato

38. • Besides Tripadvisor and Booking.com, the websites do not contain sufficient user-generated
comments about Piacenza
• Some of the websites indicated with “no user reviews” only have editorial information about Piacenza
• Top 10 attractions according to # of reviews and ratings indicates that both city center and the
province are appreciated by tourists (high ratings) and that the main focus is on Art & Culture
3.3. Attractiveness: Top 10 tourist websites
Top 10 Tourism
Websites
Piacenza
mentions
# User
Reviews
Tripadvisor yes 25.394
Booking.com yes 2553
LonelyPlanet yes 0
YahooTravel yes 2
VirtualTourist yes 18
WikiTravel yes 0
Time Out no -
Sherman Travel no -
Frommers no -
Italia.it yes 0
Top 10 attractions on Tripadvisor Reviews Rating
Grazzano Visconti (Grazzano Visconti) 261 4
Castello di Rivalta 249 4.5
Gropparello Castle - Fairy Tales Park 173 4.5
Castello di Vigoleno 96 4.5
Ponte Vecchio (Ponte Gobbo - Ponte del
Diavolo)
70 4.5
Rocca d'Olgisio (Pianello Val Tidone) 52 4.5
Piazza Cavalli (Piacenza) 38 4
Abbazia Cistercense Chiaravalle della
Colomba (Alseno)
36 4.5
Parco Galleana (Piacenza) 34 4
Villa Sant'Agata di Giuseppe Verdi 31 4
38