How Italian Travel Agencies, Small Tour Operators Adapt to the Post-Virus Scenario
By Massimo Terracina
After the phase 2, when most of the Italian economic market is about to start, a big question mark concerns the holiday time remains out there. Summer is the most important summer season for Italians, but due to the annual drop in consumption and the lack of salaries workers went through during the lockdown, it is difficult to forecast the summer trends.
Moreover, most of the flight capacity is reduced, and with the uncertainties concerning borders, quarantine, procedures and the overall sanitary situation, Italy is oriented to having vacation within its own borders.
So, the so called “mare Italia” and “montagna d’estate” (Italy seashore and summer mountains) are the very well welcome alternative to get the economic engine of tourism back on track.
A good example of this trend is Petroniana Viaggi e Turismo, a travel agency in Bologna that plays a small tour operator role, organizing many groups and individual tailor-made programs in education, leisure, religious, business travel.
Andrea Babi, president of the enterprise that goes along with Serviaggi, a twin agency in Modena, thought about a product to ensure vacations to his loyal customers, always eager to join groups and programs proposed by the well known agency.
“Along with the staff, we thought to give life to a 64-page brochure full of proposals,” says Babbi, who has been previously CEO of Emilia Romagna, a travel promotion agency, as well as GM of ENIT, the Italian tourism promotion entity. “It is meant to give alternatives for having holidays within the border. So, we thought of 100 proposals to travel safely, and the title of the booklet kind of self-plays on this concept: “Sicuramente in Italia”, that means surely in Italy, but in our language “safe and surely” are the same word, so it could be read both as surely in Italy, but as well as safe in Italy,” he added.
“Travel allows as to open up our mind, live new experiences and start all over,” says Alessandra Rimondi, technical responsible of Petroniana. “We cannot skip it, and to avoid it we are currently offering this programs to be able to provide holidays for our customers. Apartments, convents, tracks, pilgrimages both along our wonderful Appennini mountains, as the “Via Mater Dei” to be explored by feet or on bicycle, any offer to ease family holiday, as well with the possibility to add the smart work on site, to mix up and meet the current situation.”
The catalogue is dedicated to the beauty of Italy, its terrific offer under every aspect, which allows you to move a few miles to find totally different landscapes, treasures and tastes.
“We have selected a vast range of proposals based, first of all, on the “security and protection factor” about health. We choose those holiday modes allowing relaxation and regeneration in adequate spaces, in contact with nature,” adds Babbi. “And without gatherings, in conscientious accommodation facilities, ready to comply with safety guidelines according to WHO and Italian government protocols for the safeguard of health.”
The offer is based on seven different sections: mountain, seaside, nature (bicycle, houseboat, countryside), relaxation, excursion around Italy in different ways, self-managed holidays and a special section dedicated to the regions.
“Those are our suggestions to spend a “responsible and sustainable” summer in solidarity with the Italian travel industry so affected by Covid,” concludes Babbi. “It is a moment of rethinking our world that has suffered a lot from this situation. We are sure it will be able to start all over again with renewed enthusiasm and dedication. Make people discover the world, something no one will be ever tired of, will be our aim at Petroniana and Serviaggi, the sister agency of Modena. We’ll continue to propose with professionalism, competence, conscience and selection of the offer the best, to make tourism a means of universal knowledge and sharing.”
