Italy reaches the top of the general ranking of European tourism reputation, even if it must improve in the institutional use of social media.
Followed by Spain and Germany.
It emerges from the Demoskopika study on the reputation of regional tourism systems which this year is expanding to the European context with the European Tourism Reputation Index (Etr Index) and which ANSA is publishing in preview.
The Belpaese with 109.1 points is first in the general ranking with the primacy in 3 out of 5 indicators (destination search, popularity, Tripadvisor confidence destination) and the silver medal in the evaluation of the accommodation system.
Much less comforting, according to Demoskopika, is the positioning of the Bel Paese on the social front.
The institutional channels monitored (Enit, Italia.it) are not adequately exploited unlike what is done by some competitors (Spain, Portugal, Greece and Germany), causing Italy to slip to fifth place in the partial ranking of the Social Reputation Rating (101, 8 points).
Spain ranks second (105.3 points) in the overall medal table.
The first place as the "most social destination in Europe" (112.4 points) and the second place for the level of trust of tourists, quantified in 31.7 million reviews recorded on Tripadvisor in the 12 months of 2023.
Third place, finally, for Germany (101.6 points) obtained thanks to a significant performance in all the indicators identified.
The German tourism system is therefore characterized by a "virtuous transversalism".
Bronze medal, in particular, in the partial rankings of the evaluation of the accommodation system (103.0 points) and the search for the destination (97.9 points);
fourth place in social reputation (103.3 points) and in TripAdvisor destination confidence (96.4 points) and fifth place in the destination popularity ranking (100.3 points).
"Being the most desired and popular nation is undoubtedly a fact that makes us look at the present with satisfaction and the future with optimism. But for us it is not enough to be the most sought after destination online, we cannot stop at this: we must aspire to make Italy capable of presenting the best tourist offer, in terms of richness, depth and quality, so as to be not only the sexiest destination on the internet, but also the most chosen one" comments the Minister of Tourism Daniela Santanchè.
"In short, we need to continue on a path of building quality tourist proposals and strengthening brand reputation. And in this the digital tourism hub will be of great help to us, which we are perfecting day after day also thanks to the many companies that they enrich it by choosing to come on board" he concludes.
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