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Home Territorio "Il futuro del turismo sul lago di Garda": bilancio positivo “Il futuro del turismo sul lago di Garda”: bilancio positivo
Una giornata all’insegna del Lago di Garda come realtà unica. Targeting, sviluppo della mobilità, branding e innovazione, sono stati i temi che hanno arricchito il primo Symposium organizzato da Garda Unico in collaborazione con tt-consulting, ossia quello di dare una risposta sul futuro del turismo e sulle strategie da intraprendere in ottica di competitività. Unanime è stato il giudizio positivo a seguito degli interventi, tenuti dai massimi esperti in materia sul panorama nazionale, che hanno per la prima volta ragionato delle tre realtà territoriali come Una “Destinazione Turistica”.
Il taglio didattico ha fornito i presupposti per un confronto che evidenziasse l’attuale situazione a livello promocommerciale della destinazione, dando uno sguardo alle realtà di successo e ponendo le basi per un futuro sviluppo professionale, che prescinda dalla qualità dell’offerta turistica, slegata dai tradizionali canali, e che arrivi ad offrire un eccellente prodotto integrato. È stata più volte sottolineata l’importanza dell’unione come fattore imprescindibile per estendere la riconoscibilità del marchio ai mercati internazionali, panacea alla stasi economica congiunturale, da cui necessariamente anche il turismo dipende.
Si è detto che il marchio va legato alla qualità che quest’ultimo deve rappresentare, per puntare a nuovi mercati con nuove strategie, in vista di un’irripetibile vetrina come quella dell’Expo di Milano 2015 e delle nuove strategie degli aeroporti del Garda. Una riconoscibilità che si leghi a strategie definite, da un management di qualità, che cooperi e coordini gli sforzi di promozione e vendita della destinazione, non prescindendo da ciò che rappresenta il fattore di attrattiva principale, ossia il territorio, bensì contemplando la costruzione di un prodotto turistico a 360°.
La definizione del prodotto integrato è possibile solo mediante la condivisione di un progetto unitario che, alla luce di quanto espresso durante il convegno, ha il pieno appoggio da parte delle istituzioni, delle Regioni e dei Consorzi di promozione turistica, anche nella ridefinizione delle leggi che ostacolano, di fatto, uno sviluppo in questa direzione. La grande sfida è la creazione di una rete di operatori pubblici e privati, che attui le politiche adatte al cambiamento del mercato turistico e degli standard internazionali, con l’obiettivo di elevare tale progetto interregionale a modello locale, nazionale e mondiale.
La giornata ha registrato un’ottima risposta da parte degli operatori del settore, che oltre ad aver dimostrato sensibilità alla tematica, hanno proposto interessanti spunti di dibattito, evidenziando criticità e avanzando proposte.
Saluto del Ministro Bray al Convegno Gentili Presidenti, autorità, e amici presenti in sala,
E’ con grande piacere che rivolgo a voi il mio più cordiale saluto in occasione dell’apertura dei lavori del Convegno odierno, dedicato agli scenari e alle nuove prospettive del turismo sul Lago di Garda, e mi rammarico per non poter essere presente con voi in questa importante giornata di riflessione e di approfondimento.
Da tanti anni in Italia constatiamo e più volte ribadiamo come il turismo costituisca una fondamentale risorsa di crescita per il Paese e tutti noi ci sentiamo chiamati a compiere un deciso e sempre più necessario salto di qualità, volto al consolidamento dell’immagine dell’Italia nello scenario internazionale. Sappiamo bene come non sia sufficiente disporre di uno straordinario potenziale turistico, quale è appunto il nostro: anche alla luce della crescente competizione dei nuovi mercati emergenti, appare sempre più urgente dispiegare una adeguata strategia dell’offerta, capace di valorizzare il nostro patrimonio – a partire da quello culturale, ambientale e paesaggistico – per poter vincere le nuove e decisive sfide di questo comparto di vitale importanza per lo sviluppo del territorio.
È per tali ragioni che trovo lodevole il vostro desiderio di confrontarvi in modo serio e in un sano spirito di collaborazione sui nuovi paradigmi dell’industria turistica e le opportunità di sviluppo dell’area gardesana, all’interno di un quadro complessivo caratterizzato da una domanda sempre più esigente e informata, che attende adeguate risposte alle proprie prerogative.
È giunto il momento di mettere il visitatore nuovamente al centro della nostra attenzione, puntando con convinzione sulla diversificazione e sulla qualità dell’offerta, sull’innovazione di prodotto, come, del resto, sulle nuove tecnologie, ben consapevoli di quanto la nostra capacità di fare sistema potrà rivelarsi decisiva per il futuro dell’Italia e del lago di Garda.
Con l’augurio che queste possano essere feconde giornate di studio e di mutuo confronto, vi incoraggio a proseguire nel comune e faticoso impegno di garantire al vostro straordinario territorio il prestigio e la floridità che gli spettano, per bellezza, varietà e ricchezza di storia.
Grazie e buon lavoro.
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