giugno-10 - Comosmagiclake.com

A destra, On. M.V. Brambilla con il nipote Chicco,in occasione del forum del turismo a Bormio;nella pagina seguente, con alcuni dei suoi adorati animaliOn the left , On.M.V. Brambilla with her nephew Chicco,on the occasion of the forum on tourism in Bormio;in the next page, with some of her beloved dogsand the TV. What are the other means whichcan be used in the period of globalization topromote tourism?«The most important for sure is the Internet. Theexperience of a trip quite always starts on the web.Now 50% of the tourist commercial transactionsare made on the web. The lack of an effective communicationon the Internet represent a seriousobstacle for the development and the competitivenessof a country or a territory and reduces alot of its chances to position itself on the marketaccording to its own potentials. For this reason, Iimmediately devoted my attention to the definition,the realization and the management of thenational portal of tourism www.italia.it. It wason line 15 days after the transfer of competencesfrom the Ministry of Public Function to the Ministryof Tourism. Initially it was in beta version, but dayafter day it has been enriched with new contents,new languages, for example the Chinese language,that was presented at the Expo in Shanghaiand it had a great consensus and the appreciationof the institutions, as well as of the Chinese public.For sure I think that the TV communication is veryimportant: with us Italy started to promote itselfabroad with thousand of beautiful spot broadcastedon the TV networks of the most importantcountries of incoming in Italy».Last month the Council of Ministers approved abill you presented on the “Means to foster sportstourism through golf and the construction of golfcourses”. According to the National Observatoryof Tourism, a golfer spends almost double (90 Euroa day, plus travel and hotel costs)than the regulartourist (53, 83 Euro amount to the average dailycost). Niche tourism, quality tourism or masstourism?«It’s some time that we see a deep change in thetourist market: the spontaneous evolution movesfrom the tourism "for destination", in which thechoice of the destination is very important, to thetourism “for motivation”, in which the choice of thetourist product is very important. Our country starteda restoration in this respect. Italy could competeon the international markets when it couldpropose many options to the tourists, to satisfy allits demands, also those of relaxation and amusement.It is very important to allocate money forfitness and sports. The tourists of high-medium levelselect the destinations in the web and they alsotake into account these aspects. For example let’stalk about golf: in the last few years we have seen agreat request for holiday linked to this sport. Spainand Portugal took advantages in this respect,granting high level golf courses and infrastructures,we should do the same. Sports facilities andgolf courses could be integrated with important“resorts” which could be use for the congresses too.This aspect is extremely important to implementwhat is now just seasonal tourism».Recently on the occasion of the "Grand Prix ofthe advertisement" in Milan, you received aprize "to have seen in terms of marketing therebirth of our tourism” and “to have turnedthe attention on the Italia brand”. Made inItaly and Italia brand: what is the importanceof the promotion of Italy?«The brand, just like advertisement, has to be createdto give a particular emotion. This is the idea wehad, sure that a logo can be linked to all the emotionsthat our country can transmit. The Bodonicharacter was selected because of the connectionwith our history and our elegance, while the Italianflag aims at recalling the Italian hospitality».039039039 “Easy Italy on holidays with noworries”. What is it?«It is a call center for the tourist who needs moreinformation during his stay in Italy or who needshelp. It is also something more, if he thinks he hada bad service, he will find a help to try and sort outhis problem. The staff speak the most importantforeign languages, including Chinese and Russian;it will be available all days».“La coscienza degli animali” (The conscienceof animals). What is it?«I believe that animals were born equal in frontof life and so they have to be respected. With myfriend Umberto Veronesi I promoted the initiative“The conscience of animals” to promote a new cultureof love and guardianship of the animals andto respect their rights. Other friends joined us in thisinitiative: Susanna Tamaro, Vittorio Feltri, DaciaMaraini, Franco Zeffirelli, Don Luigi Lorenzetti andsome more. Our manifesto can be undersigned onthe following website www.lacoscienzadeglianimali.it».34 35