It has never been a secret that Italian tourists, for better or worse, are in a league of their own compared to their international counterparts. But perhaps the differences have never seemed more significant than they do right now.
While in other countries people have resumed booking summer holidays, in Italy tour operators and travel agents are struggling to sustain even the slightest recovery. End customers, fuelled by an excessively alarmist and sensationalist media campaign, are holding off on booking, fearful of not being refunded or of not being able to return home.
So urgent measures are required to explain that the guarantees offered by organized tour operators protect travellers from any unforeseen event, effectively ensuring ‘worry-free’ holidays. Many tour operators that have launched ad hoc campaigns, and the Italian Ministry of Tourism has also stepped in with ‘Organized travel, guaranteed holiday’ to drive home the importance of relying on travel professionals for protection, assistance and safety.
This is a commendable step, though criticism has been voiced from various quarters, as it should not be an isolated example but part of a comprehensive operational plan in collaboration with those who truly understand the challenges of the sector. The risk to be avoided at all costs is that the more dynamic international markets will snap up allotments and services in advance. And that when the Italian market finally recovers, the accommodation and transport needed to satisfy an increasingly demanding clientele may no longer be available.
Isabella Cattoni
Journalist
