The exploitation of BRIC in tour project in the South of Italy Tourism businesses in network to deal with BRIC markets Giacomo Danese 9tour – Incoming Travel Agency - Lecce

Why making a network? - Crisis of the internal market - BRIC countries represent a new opportunity - To Join is a necessity

How to join? network is the best way to integrate the tourism businesses in order to improve cohesion of the supply chain

What have we done? A conference to present the project: - involvement of institutions - invitation to the industries - press conference (local newspapers and TV)

Apulia in BRIC Conference 24° January 2014

Apulia region tourism offer accommodations restaurants guides hiring tourism facilities museums artisans merchants offered by private operators environmental product tangible and intangible attractors which mark the territory offer promoted by public authorities

Tourists hosted in the province of Lecce Apulia 23% Campania 14% Lazio 12% Lombardia 9% NATIONAL DEMAND 85% Germany 28% France 14% Swiss 11% United kingdom 8% INTERNATIONAL DEMAND 15%

knowledge of markets strategypromotion placement analysis of markets placement process

Critical aspects of the current organizational model - Excessive fragmentation of the supply chain - non-compliance with the occupations - absence of dialogue between private and public operators - lack of a shared vision - limited knowledge of the BRIC markets - absence of specific products adequate to BRIC markets - shortage of professional relationships with BRIC markets - absence of specific online and offline promotional activities, in the national language of the country considered

innovation and competitiveness quality integration Need to cooperate for

Service providers Product Teams Promotion and market placement New organizational model

We have published the proceedings of the conference on the site We received more than 80 applications for membership from the tourism industry We listened each of these companies considering how to go on-line March 11th we will meet before signing the network contract

THANKS FOR YOUR ATTENTION 9Tour Incoming Travel Agency Via di Leuca Lecce tel Ref. Giacomo Danese