The document summarizes the results of a survey of 1,145 tourists in Milan during Expo 2015. It finds that while Expo drew some visitors, it was not the sole purpose of most trips. Visitors organized their trips independently online rather than through Italian tour operators. Many stayed in alternative accommodations like rental homes. Most foreign visitors had visited Italy before and wanted to return, showing potential to develop new itineraries. Music, spa/wellness, and nature-based activities showed the highest interest for future visits to Italy. Specific markets like Russia, China, and the Americas represented opportunities for developing experiences in these areas.

1. Destination monitor/1
Visitors’ opinions and trends during
MTM XI - Final project

2. Objectives
1.Evaluate the perceptions of Italy by Italian and foreign visitors to Milan during
Expo :
• 1.145 tourist interviews
• Analysis on Images posted by tourists on social media during Expo
2.Provide useful guidelines on how to design and develop tourism offer after Expo
3. Lay the basis for a permanent innovative system of monitoring of tourist
demand for tourism operators and institutions
Destination Monitor (DM)
2

3. Destination Monitor
The Destination Monitor draws upon 3 sources of data,
probes according to 2 areas of analysis, obtains 4 kinds of result
Visitors’ Survey
Digital data stream
places reviews
(TripAdvisor)
Digital data stream
Visual content
(Twitter, Instagram)
Intelligence on the
attractiveness of
places
Intelligence on
preferred themes and
experiences
Gap between visitors’
expectations and
travel experiences
Gap between
projected and
perceived image of the
destination
Before
the trip
During
the trip
After the
trip
Data
Population
segments
….
….
….
Geographical
Markets
….
….
….
Motivation Behaviour Satisfaction

4. MTM Project – Contribution to DM
The MTM project contributes to preliminary data collection and analysis of 2 sources of the DM
with the aim of providing guidelines for an extensive implementation of the DM
4
1.145 face-to-face
tourist interviews
Milan - June 2015
Visual content analysis on
Instagram
1
2
Visitors’ Survey
Digital data
stream
places reviews
(TripAdvisor)
Digital data
stream
Visual content
(Twitter,
Instagram)
Intelligence on the
attractiveness of
places
Intelligence on
preferred themes
and experiences
Gap between
visitors’ expectations
and travel
experiences
Gap between
projected and
perceived image of
the destination
Before
the trip
During
the trip
After
the trip
Data
Population
segments
….
….
….
Geographic
al Markets
….
….
….
Motivation Behaviour Satisfaction

5. Methodology – Sampling & Data Collection
• City center
• Hotel in Milano
• Malpensa Airport
• Underground – Rho-Fiera Milano Station
• Railway Stations (Centrale & Garibaldi)
When
Where
How
• June 2015
• Face to face interview (average duration 7’)
• Questionnaire: 16 multiple choice and 4
open-ended questions
5
Country Tourists %
Italy 163 14%
North America (USA + Canada) 153 13%
Germany 126 11%
China 121 11%
Other top 10 European markets* 102 9%
Northern Europe° 101 9%
France 100 9%
South America^ 96 8%
Far East** 93 8%
Russia 90 8%
Total sample for the analysis 1.145 100%
* Belgium, The Netherlands, Spain, Switzerland, Austria, Poland
** Malaysia, Philippines, Korea, Singapore, Japan, Thailand, Indonesia, India, Sri Lanka, Pakistan, New Zealand, Australia
° Finland, Ireland, Denmark, Iceland, Latvia, Lithuania, Norway, Sweden, Estonia, UK
^ Brazil, Argentina, Colombia, Chile, Paraguay, Ecuador, Mexico, Barbados, Costa Rica, Perù, Bolivia, Dominican Rep.
Sample:
• Italy
• Top 10 inbound tourism markets in Italy (Germany, France USA, UK, Austria, Spain, Switzerland, Holland, Poland, Belgium)
• Top 3 growing inbound tourism markets (China, Argentina e Russia)
• Emerging markets (Far East, Northern Europe)

6. Methodology – Sample Profile
Average daily expense*
Gender Age
* Travel and lodging expenses not included
Average stay
Travel motivation
6
Travel partner

7. • Intention to return
• Activities to be done during future visits
Methodology - Variables
7
Socio-demo
Profile
Experience
Judgment
Future
intentions
• Age
• Gender
• Expenses
• Travel characteristics (purpose of travel, accommodation, booking
channels, travel partners and itineraries)
• Activities done during travel
• Perceived image (overall and detailed perception)
• Authenticity of experience (coherence with destination identity)
• Memorable places
• Satisfaction
Knowledge
• Number of visits in Italy
• Travel duration (n. of nights)

8. Results – Expo Effect
8
• For 40% of the sample (Italians and Europeans in particular) Expo is one of the travel purposes
• 50% of the sample includes Expo in travel itinerary, but no one considers Expo as the only purpose of travel
Travel Itinerary
(Multiple choice)Why travel to Italy
(Multiple choice)

9. Results – Travel Organisation
9
• 67% of respondents stated that they organised their trip by themselves, through the main online
booking channels (Booking.com; Airbnb; Expedia in particular). In most cases they are Northern
European, French and North American, markets that lead trends
• Only 3% uses Italian tour operators or travel agencies
Most used booking channelsTravel organisation
DIY
Foreigner ADV/TO
Company
Italian ADV/TO

10. Results – Stay
% of visitors staying
in alternative lodging facilities
10
• 34% of respondents stayed in alternative (not hotel) lodging facilities (43% rented houses)
• Foreign tourists who prefer to stay in alternative lodging facilities come from Germany, Northern
Europe and North America, repeater markets with high preference for “DIY”
* B&B, agritourism, hostels, camping
Alternative lodging options
*

11. Results – Knowledge and Return Intention
11
• 64% of foreign respondents said that they had already visited Italy, enjoyed it, and that they wanted to
come back in the future for holiday purposes
• There is an interesting potential to be exploited to develop new travel itineraries based on new
destinations and activities
Foreign tourists who have been in Italy 2 or more times Satisfaction with travel experience
Return intention to Italy for Holiday
(Scala 1-5: 1 = very negative; 5 = very positive)
Average
4,4
Yes
No
DK

12. Results – Perceived Image
12
• Italy, as a tourist destination, has a very positive perceived image (4,3 / 5)
• Key elements of the tourist offer: cultural attractions, enogastronomy and shopping, but also natural
attractions
• DMO services and prices are the least favorably judged elements (public facilities, tourism info,
transportation, tourism services value for money)
Preceived image of different elements of the
tourist offerOverall image of Italy
(Scala 1-5: 1 = very negative; 5 = very positive)
Average
4,3

13. 13
Noth Americans and tourists from the Far East perceive an improvement of
Italy as a tourism destination in comparison with their previous trip
Evaluation of Italy in comparison with previous travel experiences in Italy
(Scala 1-5: 1 = molto negativa; 5 = molto positiva)
Results – Comparative Evaluation

14. • The experience of traveling in Italy is perceived as authentic and deeply linked with local identity
• Food, culture and shopping are the main activities of visistors (in line with Italy’s points of strength)
followed by nature & green, nightlife and music & performing arts
ActivitiesTravel experience authenticity
Average
4,2
(Scala 1-5: 1 = very negative, 5 = very positive)
Results – Activities

15. Results – Activities for a Future Trip
15
Sun & sea (34%), music & performing arts (33%), spa & wellness (26%) e nature &
green (21%) are the main purpose to come back to Italy after Expo.
Activities visitors would like to do on a new trip in Italy

16. Results – Itineraries
16
Visited Places in Italy and abroad (open-ended answer)
• Respondents’ travel itineraries include Milan (88%) and other italian destinations (41%) and for the 49%
Expo too
• Only 8% of them also included a foreign country in the travel itinerary; mainly visitors coming from North
American (33%), China (18%) and the Far East (15%), “DIY” travelers (78%) staying in hotel

17. Results – Memorable Places
• Among “memorable places”, in addition to classic italian destinations for international visitors (Milan, Rome,
Venice and Florence), respondents mentioned places of interest less visited by mass tourism. These can be
exploited with specific offers for repeaters
• Only a few regions are frequently mentioned as memorable places (Tuscany, Sardegna, Apulia, Sicily), while
others are part of the travel itinerary.
17
Memorable places for those who visited Milan and Italy

18. Results – Focus on Specific Themes
Tourists quoting Music & performing arts
among activities they appreciated during
their stay in Italy
Music & Performing arts, on which Italy can claim unique resources and events, are already well
appreciated by foreign visitors (Russians and North-Americans in particular) and they are a high
potential sector to be developed to attract new emerging international markets (Northern Europe,
South America above all)
Music & performing arts
Tourists who want to experience Music &
performing arts activities during their
future trips in Italy
18

19. Results – Focus on Specific Themes
19
• Spa & wellness is a sector with high potential for development
• Russia, China, North and South America are already primary markets. They confirm also their desire
to repeat this experience in future trips to Italy
Spa & wellness
Tourists quoting Spa & Wellness among
activities they appreciated during their stay
in Italy
Tourists who want to experience
Spa & wellness during their
future trips in Italy

20. 20
• High interest for outdoor activities, sought after by Italian and German tourists, but also by tourists
coming from North and South America and the Far East)
• France, Northern Europe e China are high potential markets
Nature & green
Tourists quoting Nature & Green among
activities they appreciated during their stay
in Italy
Tourists who want to experience
Nature & Green activities during their
future trips in Italy
Results – Focus on Specific Themes