The XI edition of VisiTuscia presented the analyses of the SWG CST and GNAM GLAM developed on behalf of Fipac-Confesercenti for a tourism aimed at the “over 65”.
“What a beautiful middle-aged age…serenity…tranquillity” is how Marcello Marchesi’s 1963 television variety of costumes began.
Then the middle age was that of those over fifty years old, would you say today that a man or a woman in his fifties is a person who approaches old age? Certainly not! Today, they are career managers engaged in meetings, gymnasiums and trips abroad.
The year 2019 has been declared the Year of Slow Tourism or “Slow Tourism” that is, tourism that “promotes quality and experience as opposed to mass tourism, fast and consumption that little enhances the typicality of a place.
A new way of traveling, respectful of the environment and very attentive to the modalities: in particular to the times, the ways, the places, the destinations, the structures of hospitality, the means of transport.
It is in this climate that the XI edition of VisiTuscia 2019 in the province of Viterbo fits in, during which the analyses of the SWG CST and GNAM GLAM elaborated on behalf of Fipac-Confesercenti for a tourism aimed at the “over 65” were presented. “Slow tourism – said Vincenzo Peparello, owner of VisiTuscia – was created to enhance the Italian territories less known by international tourism, or rather by “mass tourism”, and relaunch them in a sustainable way, promoting innovative travel experiences. Tuscia, the region that today is mostly identified with the Province of Viterbo, seems to be able to give the most significant answers to these needs. Crossed by the Via Francigena is in possession of all those peculiarities for a slow tourism: lakes of Bolsena and Vico, the mountains Cimini, medieval villages, nature reserves such as Selva del Lamone, Monte Rufeno, Bracciano and Martignano, historical railways and vintage trains, to stay there are many Bed and Breakfast, farmhouses, historic homes, comfortable small hotels and hotels in places of great historical interest and landscape. Food and wine is also one of the spearheads of the Province of Viterbo and the Region,” concludes Peparello. In this fortunate land there is everything and much more, it is essential to involve local governments and not only to make known the Tuscia. Experiential tourism so that visitors to a territory are not “just tourists” but eager to live with the locals the places they visit, learn about food and wine products and crafts, nature and monuments of historic centers with the aim of establishing a continuity of two-way information between the territory and tourists who will then be informed of the events that will take place in the places they have visited.
Alessia Scali, manager of the Enjoy Viterbo business network, echoes in Peparello, saying: “The Enjoy Viterbo business network has strongly believed in this initiative, which fully coincides with the marketing strategy applied by the network in its programme of activities, and therefore decided to join and fully cooperate with VisiTuscia 2019”. The value of the “network” is precisely that of establishing a collaboration between citizens, operators and public administrators to share the common objectives contributing to raising the quality of the territory and improving communication to make known the peculiarities of the territory and the events that are planned.
To support the choice of the organizers have recently intervened some surveys concerning the “Silver Tourism” or that particular tourism that concerns the “over 65” among whose preferences there is just a tourism more attentive to the places and methods of its unfolding. This is a segment in strong growth that in 2030 will reach 140 million tourists in Europe compared to just under 42 million a few years ago. Only this year, according to the analysis of the SWG CST and GNAM GLAM, prepared on behalf of the Fipac-Confesercenti, our compatriots, belonging to this category, who will go on holiday in the summer months will be 7.5 million for a turnover of 5.8 billion euros. It has also emerged that 86% of tourists rely on a tour operator or a travel agency, so VisiTuscia has prepared travel packages that will be conveyed through the press and that will be the subject of negotiations that will involve, during the itinerant workshop from 18 to 20 October, the professional operators of supply and demand that promote tourism particularly aimed at “over 65”.
The type of holiday desired by silver tourists is: genealogical tourism (root research); intergenerational travel (sharing); volunteer tourism (doing good); bucket list travel (at least once in a lifetime); slow travel (by train/cruise); health and wellness (relaxation and care); educational tourism; mysterious travel; sos adventures; single travel; cultural tourism; food and wine tourism.
The progress of medicine and pharmacology, together with a better standard of living and lifestyle, more attentive to food, perhaps based on the Mediterranean diet, have allowed us to live better and not only more. This changed condition of life has obviously led not to the disappearance of the old, but to make them increasingly integrate into modern life, indispensable to children and grandchildren in various respects in addition to the economic. So real grandparents superstars.
Modern society has had to take into account the changing needs of this large part of the population. It seems that the terms “old age” and “old age” have been relegated to the bureaucratic vocabulary of the INPS to indicate the various types of pensions for “differently young”. So there are many possibilities that once did not exist, starting with the tourist offers designed specifically for them.
TV commercials often offer drugs to alleviate pain, vitamins that give vigor, glasses full of Meritene to regain fitness, supplements and miraculous creams that should give back the virility of the green years. For Vittorio Ferla, head of Gnam Glam, the association for the promotion of food and wine culture, old age is a time of opportunity: ”
We are talking about those who were born in the fifties-sixties living the years of the economic boom of the West. In Europe a third is made up of people over 60. In Italy already 34% of the population is Silver. Aging today is no longer a taboo. The second youth to fully live the life of the third age. The well-deserved rest after a period of intense work and make up for lost time. Piero Angela over ninety still conducts television broadcasts. European tourists over 60 who traveled in 2013 were 47.1%. The elderly tourist is an evolved customer willing to spend, who seeks health prevention and insurance in the places he visits. He is a semi-digital customer, who when he arrives at a hotel needs to tell himself and talk to others. Tourism needs to promote quality and experience as opposed to mass tourism. Tourists over 60 has become an ambassador of art, culture and food and wine that he is looking for,” concluded Ferla.
“The Silver Economy, in the world, is worth about 8,000 billion. A figure that shows how the older population is increasingly a resource, capable of activating wealth. Also in tourism, as confirmed by the data of our survey”, explains Sergio Ferrari, president of Fipac Confesercenti.
A research of ‘Ipsos-Enit says that in Italy one in two tourists (48%) travel for food, cooking is the first aspect that is associated with Italy (is cited by 23% of respondents). Therefore, an opportunity for development for our country is to increase the supply of food and wine. The ultimate goal is to have the elderly tourist at the center of attention as active and participatory.