Design 15 thematic itineraries according to the indications provided by Explora in collaboration with a specialized tourism company (UTAT) and local territories focusing on the city of Brescia and its province.

2. 1. Agenda
1. Agenda
2. Objectives & Purposes
3. Pivot method
4. Destination analysis
1. Competitiveness Evaluation
2. Attractiveness Evaluation
3. Evaluation of the macro themes
1. Competitiveness
2. Attractiveness
3. Matrix competitiveness-attractiveness
5. Itineraries
1. Structure of of the itineraries and pricing
2. Online Promotion
3. Hidden Treasures – Wellness for Russian Leisure Tourists
4. Food & Manufacturing – Food & Wine for Chinese Business Tourists
6. Appendices
2

3. 3
2. Objectives & Purposes
Designing 15 thematic experiential
itineraries for Expo2015, focusing on Brescia
and its province, targeting Chinese business
tourists and Russian leisure tourists in line with
the guidelines provided by Explora.
3

4. 4
3. Pivot* method
1. Brescia analysis
• Competitiveness - Analysis of the available tourism resources, services and infrastructures :
– Accessibility
– Accommodation
– Analysis of the tourism resources
– Analysis of the offers already on the market
• Attractiveness – Estimation of the markets size and potential. Considering:
– Analysis of tourism flows
– Analysis of tourists perceptions (tripadvisor, booking, …)
– Analysis of tourist guides
2. Target analysis
• First hand information from Caldana Travel Service
• Secondary data (online and offline)
3. Creation of itineraries
• Classification and selection of macro themes
• Itinerary design:
» Maps
» Logistic information
» Detailed planning
» Pricing
4
*Pivot is a project initiated by Lombardy Region to develop and
enhance the tourism of the region, both for national and
international markets by boosting the existing tourism resources
through new, innovative experiences.

5. 4. Destination analysis: competitiveness evaluation:
• Accessibility
✔Great international flight improvements for the time period of EXPO2015
✗No information on accessibility improvements for the target markets
✔Good national and regional accessibility with different means of transport
✔Brescia benefits from Milan Malpensa: Direct flights from China & Russia
• Hospitality
✔Great number of different structures for accommodation
✗Could be a critical point since the target markets prefer accommodation with high standards and
international recognizable names
• Territory Resources
✔Great variety of attractions, creating different macro themes for our itineraries
✗Some of the resources linked with the territory can not be exploited during the Expo time because of
the season (e.g. ski resources)
✔ Cultural resources certified by international institutions (UNESCO)
✔ Food & Wine is a well developed field in terms of competitiveness
✔ Nature & Active Tourism is a theme with important resources, in terms of quantity and
quality, such as landscapes and possibility to practice sport5

6. 6
4. Destination analysis: competitiveness evaluation
Competitiveness
Macro-themes Sub-Themes Qualitative Competitiveness Evaluation Competitiveness
Art & Culture
Culture
For Brescia City, Art & Culture represents the most important theme as well
as for the province.
High
Lakes
In the lakes area the theme is related to the great resources existing, such as
Villas and historical buildings.
Nature & Active
Tourism
Sport
For Brescia city is not well developed while for the province it has a strong
relevance
HighWellness This theme is strongly related to the lakes area.
Nature
It is a theme mainly concentrated on the lakes although the mountain areas
are also important.
Food & Wine
Wine
It’s a theme highly relevant in particular to the Garda and Iseo Lake areas
and Franciacorta
High
Food
Great variety of top level restaurants in the province and important offer of
awarded products.
6
• Considering our analysis all macro-themes are highly competitive with a great variety of attractions and offers

7. 7
4. Destination analysis: attractiveness evaluation
• Tourist paper guides
✗ Only half of the guidebooks analyzed actually mention Brescia.
✔ When Brescia is mentioned, it is actually always very advised in terms of art & culture…
✗ … But no other themes are mentioned as connected with the city of Brescia
✔ For the province as such, instead, a great variety of themes of tourism are recommended
✔Overall, the amount of information provided by different guidebooks is varying, both for the city
and for the region
• Tourist online portals
✔Brescia (City & Province) is more well-known on the travellers review portals than on online guides
✗Food & Wine seems not to be the main reason to go to Brescia & Province…
✔ … But as soon as they experience they mention it in their reviews
✔Culture and the Lakes seem to be some of the most important point of interests for peer travellers
7

8. 8
Analytical Evaluation
Attractiveness*
Attractiveness
Tourist Guides On-line Reviews Evaluation
Art & Culture 78,5% Well focused on Art & Culture High number of reviews on
tripadvisor.com & virtualtourist.com
High
Nature & Active Tourism 18,1% High focused on the lakes and
the hot springs, insufficient
recommendations on other
offers such as skiing
High focused on the lakes and the hot
springs, insufficient recommendations
on other offers such as skiing
Medium
Food & Wine 3,4% Hardly mentioned in the tourist
guides analyzed
Many reviews on restaurants concerning
TripAdvisor; and low mentions on other
portals
Low
4. Destination analysis: attractiveness evaluation
*The percentage represent the weight of the macro-themes presented by the 10 tourist guides that were analyzed.
number of mentions of attractions categorized under a macro-theme divided by total number of mentions of attractions in the ten guide
books analyzed; To calculate these percentages 10 Tourist Guides were taken into consideration (Slide 44).
• Art & Culture is definitely the most popular macro-theme regarding attractiveness
• Nature & Active Tourism is mostly focused on the lakes, but some sub-themes are not taken into consideration in the tour guides
(Ski activities)
• Food & Wine doesn’t seem the main reason for tourists to go in Brescia; however this theme has a high market potential since
there are important tourist flows travelling for food & wine (both leisure and business travelers)

9. 9
4. Destination analysis: final evaluation of macro-themesAttractiveness
High
Art & Culture
Medium
Nature & Active
Tourism
Low
Food & Wine
Low Medium High
Competitiveness
• Art & Culture represents the
main macro-theme for Brescia &
Province due to both a strong
concentration of valuable local
resources and the existence of an
international awareness.
• Nature & Active Tourism in the
province is highly competitive
reaching from the lakes to skiing.
However guides and reviews are
mainly related to the lake areas
ignoring other offers.
• Food & Wine is highly
competitive with its many
excellences, but it doesn’t seem to
be well recognized in terms of
attractiveness.

10. 5. Itineraries
5.1 Structure of the Itineraries and Price Assessment
5.2 Online promotion
5.3 Food & Wine
5.4 Art & Culture
5.5 Nature & Active Tourism
10

11. 5.1 Structure of the Itineraries and Price
Assessment
€ Benchmarking to existing itineraries
(www.expedia.com, www.goahead.com)
€ Comparison to todays standard prices
• Transportation
• Accommodation
• Attractions
€ Mark up by 10-15%
€ Creation of price categories
• €500-700  €700-1000 €1000-1200 €1200-
1400 €1400-1600 €1600-1800 €1800-
2000
NB:
1) Awareness of possible price increase for the EXPO2015
period
2) Reminder of possible price decrease for group
bookings and repeated bookings
• Title
• Theme
• Target segments (adults, senior, young, groups, single,..)
• Full description
– Starting point, legs and ending point (list and map of the cities
and territories involved)
– Accessibility and availability of means of transports (cars, bikes,
railways, highways, public transports, …)
– Length
– Accommodations and restaurants
• Blackout dates and timetables for the main tourism
attractions included in the itinerary
11

12. 12
5.2 Online Promotion
• Explora website
• Sistema Brescia for Expo2015 website (including the institutionalwebsites)
• Online Tour Operators & Travel Agencies
Aviasales – Travelmenu – Tui – Caldana – Alpitour – eLong
• Social Medias
Twitter/Sina Weibo
Facebook/Renren/Vkontakte
Youtube/Youku
Instagram
12

13. 13
Macro Themes Titles of the itineraries Target market
Food & Wine
Food & Manufacturing Chinese Business
A taste of Lombardy Chinese Business
Art & Culture
Five senses experience Russian Leisure
Planning for the Future – sustainable innovations
for cities and its inhabitants
Chinese Business
Itinerart Russian Leisure
Think big Chinese Business
Behind Expo: Brescia, Bergamo, Verona Chinese Business
Venice: la serenissima and Expo 2015 Russian Leisure
Taste of North-Italy culture Chinese Business
Nature & Active Tourism
Lombardy’s hidden treasures Russian Leisure
Wellness for everyone Chinese Business
A broad spectrum of element – Water: on the
wave of change
Chinese Business
Discovering lakes Chinese Business
Charming Garda lake Chinese Business
13

14. Food & Manufacturing
14

15. 15
Targets
Chinese Business Tourists interested in discover old e new food techniques
production during the EXPO period
A small group of 6-10 individuals
Segment: entrepreneures
Objectives
1. To discover and to show old and new companies that operate in the food
sector through mixing up the history and tangible examples around
Lombardy
2. To stimulate possible partnership, the want to come back and word of
mouth
3. Act as an extension from the central theme of Expo2015 – Food &
Innovation
Price: 750,00 €

16. 16
This is our route!
Day #1-2-3
Day #4-5

17. 17
Day 1 - First discovery of Milan
30 min. Guided Tour
Madonnina with
elevator
09.00 – 12.00 : Walk around of the city
12.00 – 14,00 : Lunch at Cracco restaurant
14.30 – 17.00 : Sightseeing by bus
17.30 – 19.30 : Refreshing up in the hotel
20.00 – 22.30 : Dinner at Il Giardino di Giada

18. 18
•Clusters
•Slow Food Restaurant
•Mediterranean Hill
•Italian Pavilion
•Chinese Pavilion
Day 2 -
18

19. 19
Day 3 - Leonardo Discover & Experience
09.00 – 12.00 : Discovering Leonardo
12.00 – 14.00 : Lunch at La Cantina di Manuela
14.30 – 17.00 : Sightseeing by boat (Navigli)
17.30 – 19.30 : Refreshing up in the hotel
20.00 – 22.30 : Dinner at Il Teatro Restaurant

20. 20
Day 4 – Brescia and its ancient food techniques
Santa Giulia
10.00 : Arrival at NH Hotel
9.30 – 12.30 : Visit at the main attractions of the city
12.30 – 14.00: Lunch at Osteria La Grotta
14.30 – 17.30: Visit of the Monastery of S. Giulia
17.30 – 19.30 : Refreshing up in the hotel
20.00 – 22.30 : Dinner at Carne e Spirito

21. 21
Day 5 – The excellences of Brescia in food and
manufacturing
Santa Giulia
9.00 – 10.30 : Arrival and visit at Ambrosi Spa
11.15 – 12.30 : Arrival and visit at ILCAR Bugatti
13.15 – 15.00: Lunch and wine tasting at the Cantine
Bellavista
15.00 – 17.00 : Visit in the company Cantine Bellavista
17.45: Return at NH Hotel and refreshing up
19.30: Dinner at L’Artigliere restaurant

22. Lombardy’s hidden treasures
22

23. 23
Targets
Russian leisure tourists interested in a luxury and exclusive trip during the EXPO
period
A small group of 6-10 individuals
Segment: couple, high income, high cultural and education level…
Objectives
1. To discover the beauties, to show elite places and relax leisure tourist
through a very exclusive experience around Lombardy, mainly around Spa,
Thermae and Lakes
2. To stimulate come back and word of mouth
3. Act as an extension from the central theme of Expo2015 – Nature & Active
Tourism: Wellness
Price: 1.000,00 €

24. 24
This is our route
Day #1 & 2 Day #3 & 4
Day #5 & 6
Day #7

25. 25
Arrival at Armani Hotel & Lunch at Joia Restaurant
Linate airport: 8,2 km, 17 min
Malpensa airport: 45,4 km, 42 min
Central Railway Station: 2,1km, 6 min

26. 26
Day 1: First discovery of Milan
30 min. Guided Tour
15.00 – 15.30 : Guided visit at the Pinacoteca
15.30 – 17.00 : Walk around in the downtown
17.15 – 19.00 : Shopping in via Montenapoleone/
treatments in the Spa
20.00 : Aperitivo in CorsoComo10
Madonnina
with elevator
With a personal shopper

27. 27
•Mediterranean Hill
•Restaurant Slow Food
•Lake Arena
•Guided visit to Italian Pavillion
•Armani Spa
•Dinner
Day 2:
27

28. 28
Day 3: Sirmione
10.30 : Arrival at Villa Cortine
11.00 – 13.00 : Visit through the city
13.30 – 15.30 : Lunch at La rucola restaurant
16.00 – 18.30 : Treatments at the Spa
19.30 : Barbecue
OPTION: Helicopter
to see the Garda
Lake Area
28

29. 29
Day 4: Excursions
9.00 – 13.00 : Visit of Villa Romana
and Vittoriale
13.00 – 14.30 : Lunch on the boat
15.15 – 18.00 : Arrival in Brescia and
walk around
16.00 – 18.30 : Treatments at the Spa
19.30 : Arrival in Darfo Boario and
dinner in the hotel Rizzi Aquacharme
Hotel & Spa

30. 30
Day 5 & 6
Day 5
10.00 – 12.30 : Walk around Lago Moro
13.00 – 15.00 : Lunch at the restaurant La
Pergola
15.30 – 17.00 : Visit of Bienno
17.30 – 19.00: Treatments at the hotel Spa
19.30 : Dinner in the hotel
Day 6
10.00 – 12.30 : Relax at the Terme di Boario
13.30 – 15.30 : Arrival at Ponte di Legno
and lunch at the Sporting club
15.30 – 18.00: Walk around Ponte di
Legno/Passo del Tonale
20.30 : Gala dinner in the hotel

31. 31
Day 7: Moving to discover
9.00 – 11.00 : Visit Lovere
11.30 – 15.00 : Navigation Iseo lake with lunch and
stop in Monte Isola
16.00 : Arrival in Iseo and moving to Franciacorta
Golf Club
17.00 : Welcome Aperitif
Late afternoon: Chance to play
golf Dinner in the hotel

33. Appendix:
A. Competitiveness analysis
B. Attractiveness analysis
33

34. Appendix A:
Competitiveness analysis
34

35. Accessibility
• Railways:
• Milan-Venice route; supplied by long distance
trains (Trenitalia)
• Milan-Verona Porta Nuova route; supplied by
regional trains (Trenord)
• Highway:
• A4 Torino-Trieste (that passes as well in Venice
and Bergamo)
• A21 Torino-Brescia (that passes as well in
Cremona and Piacenza)
35
Weaknesses
Only Malpensa Airport
reaches China
Strengths
At least 2 flights every
day from China to
Milano Malpensa
«Gabriele D’Annunzio»
unuseful for Expo’s
purposes
«Valerio Catullo» in
Verona reaches Moscow
Improvements
Agreement with ETIHAD
Airways for the Expo2015
period
• Airports:
• 4 close airports (Milano Malpensa, Gabriele
D’Annunzio, Caravaggio, Valerio Catullo)
• Direct Flight from China & Russia
only to Milano Malpensa

36. 36
Brescia province: Foreigners Tourists preferred
Accommodation 2013
Source: Our Elaboration on data PROVINCIA DI BRESCIA -
Assessorato Cultura e Turismo - Ufficio statistica
• For the second two most
important markets plus the two
target markets the preferred
accommodation is Hotel
•Germany, first per number of
arrivals, prefers mostly other kind
of accommodations
•Chinese and Russian tourist
prefer 4- and 5-star hotels
36
Germany
The
Netherlands
United
Kingdom Russia
China
Others
40.3%
3.2% 7.5%
2.9% 0.7%
45.3%
43.6%
22.5%
3.7%
1.2%
0.1%
28.9%
Others
Hotels

37. 37Source: Our elaboration on Osservatorio Turismo Lombardia’s datas
• The 3 stars Hotels and the Private and Second Houses are the most representative structures.
•The 4 and 5 star hotels - that are preferred by our target markets - represent only the 8%.
Hospitality Offer:
Structures for Brescia & Province 2013
Structures % on total
structures
# of Available
Rooms
Total Others 996 57,9% 23.454
Total Hotels 724 42,1% 20.902
TOTAL 1.720 100% 44.356
37
214, 12%
323; 19%
125, 7%
12, 1%
62, 4%
392; 23%
157, 9%
134, 8%
301, 17%
1* + 2 *
3*
4 *
5 *
Resorts
Private & Second Houses
Agritourism
Camping; Holiday Villages;
Hostels; Rifugi Alpini
B&B

38. 38
The analysis of the local resources focuses on the macro themes indicated by Explora
38
Spa & Wellness
Sports & Active Tourism
Nature & Green
Business
Art & Culture
Fashion, Design, Handicraft &
Shopping
Religious tourism
Music, Theater & Performing Arts
Business
Wine & Food Experience
Business
Nature & Active Tourism
Art & Culture
Food & Wine
Territory Resources

39. Territory Resources: Food & Wine
Wine DOCG* Wine DOC* Wine IGT*
Franciacorta DOCG Bonarda dell'Oltrepò Pavese DOC Benaco Bresciano IGT
Capriano del Colle DOC
Montenetto di Brescia
IGT
Casteggio DOC Ronchi di Brescia IGT
Cellatica DOC Sebino IGT
Lugana DOC Valcamonica IGT
Garda DOC Benaco Bresciano IGT
Riviera del Garda Bresciano o Garda
Bresciano DOC
San Martino della Battaglia DOC
Valtenesi DOC
.
Wine route
“La Strada del Franciacorta” is network of
local companies that provides a journey of
80 km which aims to promote and develop
the wine potential of this area.
* http://itineraribrescia.it/prodotto-categoria/tradizione-vitivinicola/
39
• Certified local wines: A pillar for the local production
-

40. Territory Resources: Food & Wine
Territory
• Mountain and country side areas: culinary tradition
associated with meet (oil beef, venison and sausages)
• The lake areas: culinary tradition associated with fish. (The carp,
trout, eels are the contours of the most famous dishes such as
stuffed baked trench and bleak, which, after having been put to
dry in the sun, are cooked on the grill)
* (www.bresciaonline.it, www.movingitalia.it)
• A rich local cuisine strictly connected to the territories
Products (2014)*
Cheese 13 (3 D.O.P.)
Olive Oil 2 (D.O.P)
Mushroom 3
Fruit 3
Pasta 2
Bread 1
Honey 7
Truffles 8
40

41. Restaurants
2014
Guide Michelin
(viamichelin.it)
• 13 mentioned restaurants
• 3 restaurants with one star
• 7 restaurants with one star and wine list
• 1 restaurants with two star and wine list
• 2 restaurants big gourmand
Gambero Rosso
(gamberorosso.it)
• 39 mentioned restaurants
• 11 restaurants with one fork
• 3 restaurants with one prawn
• 3 restaurants with two bottles
• 16 restaurants with two forks
• 4 restaurants with two prawns
• 2 restaurants with three prawns
Association Slow Food Italy / Brescia
(slowfood.it )
• 23 restaurants “slow food ”
41
It exists a rich offer of a high quality and
top class restaurants:
i.e. ¼ of the Michelin restaurants
mentioned for the Lombardy Region (49)
are present in Brescia’s province (13).
Food & Wine: The Players

42. Territory Resources: Art & Culture
Brescia & Province *
# of Churches, Shrines 105
# of Towers, Fortresses and Castles 45
# of Villas, Palaces, Historical Buildings 40
Word Heritage site (UNESCO) Orange Flag (T.C.I.)
Val Camonica Petroglyphs Bienno
Stills of Alpine arc Gardone Riviera
Santa Giulia Museum Tignale
* (www.provincia.brescia.it)
Cultural resources Quality awards for the territory
National and International top Quality
Certifications
Valuable Cultural Heritage
42

43. Top 10 Technical Museum (58 in Brescia and Province)* Top 10 Art and History Museum (53 in Brescia and Province)*
Museo della civiltà rurale (Acquafredda) Museo di Santa Giulia, Civici musei di Brescia
Museo della seta, della canapa, del lino( Adro) Museo Diocesano di Brescia
Museo del ferro (Biennio)(Odolo)(Brescia) Spazio Aref
Museo della stampa (Artogne) Museo musicale bresciano
Museo dell’auto d’epoca ( Breno) Complesso monumentale di s. Martino ( Desenzano)
Museo Agricolo e del vino (Capriolo) Il Vittoriale ( Gardone Riviera)
Museo dell’energia idroelettrica ( Cadegolo) Civica raccolta del disegno ( Salò)
Museo delle mille miglia ( Brescia) Centro documentazione sul periodo storico della repubblica sociale italiana (Salò)
Museo delle armi ( Brescia) Museo 4 torri ( Travagliato)
Museo nazionale fotografia e cinematografia (Brescia) Museo Risorgimentale ( Montichiari)
Territory Resources: Art & Culture
Cultural offerings
* (www.provincia.brescia.it)
43
A cultural offer linked to the Local Traditions and
History
A cultural offer linked to the Local Productions and
National Excellences

44. Territory Resources: Nature & Active Tourism
Nature & Green Active tourism
Territory Resources * Records
Lakes 3 (Garda, Iseo, Idro )
Mountains: 2 ( Stelvio, Adamello )
Natural parks : 23
Natural Reserves : 8
Alpine Valleys : 3 (Val Trompia, Val d’Avio e
Monte Calvo)
Archeological Parks: 8 (Capo di Ponte, Ceto, Cividate
Cumano, Boario Terme, Manerba
del Garda, Sonico, Sirmione,
Sellero )
Streams and waterfalls: Val Sabbia
Territory Resources * Records
Hiking, Trekking All the areas
Mountain Biking All the areas
Horseback riding All the areas
Paragliding Lago d’Idro
Water sports (Kayak, Canoe, Rafting,
Swimming, Kite Surfing,
Windsurfing, Sailing)
Lago d’idro, Garda ,
Iseo
Water park Canevaword
Amusement park Gardaland
* (http://www.parks.it/regione.lombardia/index.php)
44
Land of Lakes, Mountains and Natural parks, Ideal for Water, Land and Air Sports

45. Appendix B:
Attractiveness
45

46. 46
Brescia & Province: Foreign Tourist Arrivals &
Overnights per province – 2012 / 2013
Provinces
Arrivals (000)
2013
Var. %
(2013-2012)
Overnights (000)
2013
Var. %
(2013-2012)
Brescia 1.939 0,8% 8.077 -7,1%
Bergamo 748 -10,4% 2.559 4,9%
Como 4.493 3,6% 4.290 -3,2%
Cremona 114 -25,5% 322 -31,3%
Lecco 183 -1,1% 528 -32,2%
Lodi 40 -34,4% 133 -20,8%
Mantova 350 23,7% 745 1,8%
Milano 7.116 0,9% 26.323 3,4%
Pavia 229 -3,0% 1.168 16,3%
Sondrio 172 48,3% 768 30,4%
Varese 5.013 -8,3% 1.772 -29,9%
• Brescia is the fourth destination in Lombardy in terms of number of foreign arrivals and the
second destination for number of foreign overnights in Lombardy
• The average stay (4 days) shortened because of overnights decrease in 2013.
Source:OurElaborationonIstatdataJanuary-December2012-2013

47. 47
Country 2012 2013 ∆ 2012-’13
Arrivals (000)
Russia 1.049 1.088 3,7%
China 254 298 17,3%
Analysis of target market in Italy: Russia & China
56.7%22.5%
20.8%
China 2013
Leisure
Business
Others
68.7%
20.0%
11.3%
Russia 2013
Leisure
Business
Others
•Russian and Chinese markets represent a small percentage of the total foreign tourists arrivals (1,8%)
•Russian tourists show a higher interest for leisure tourism than for business trips
•Chinese tourists show a more balanced mix of interests, but with a growing business segment
98.2%
1.4%
0.4%
1.8%
- Other markets
- Russia
- China

48. 48
Top 20 Foreign Arrivals 2012 -2013 in Brescia & Province
2013
1 Germany
2 Holland
3 United Kingdom
4 France
5 Switzerland and Liechtenstein
6 Austria
7 Belgium
8 Russia
9 Denmark
10 Israel
11 Czech Republic
12 USA
13 Poland
14 Sweden
15 Romania
16 Other European Countries
17 Spain
18 Norway
19 Ireland
20 Finland
… …
22 China
2012
1 Germany
2 Holland
3 United Kingdom
4 France
5 Austria
6 Switzerland and Liechtenstein
7 Belgium
8 Denmark
9 Russia
10 Israel
11 Poland
12 Czech Republic
13 USA
14 Sweden
15 Spain
16 Romania
17 Other European Countries
18 Norway
19 Ireland
20 Finland
… …
… …
23 China
Germany,
Netherlands and
United Kingdom are
the top 3 markets
Russia & China are
growing
48 Source: Our Elaboration on data PROVINCIA DI BRESCIA - Assessorato
Cultura e Turismo - Ufficio statistica

49. 49
Brescia province: Foreign Tourism per nationality
Germany
41,3%
Holland
8,9%
United
Kingdom
6,3%
Russia
2,3%
China
0,5%
Others
41%
• Germany is the most important geographical market
• China & Russia have low presence (3% combined) but show an interesting growth (respectively 30,9% and
21,6%)
• Chinas and Russian presence in Brescia is bigger compared to the same presence but on the entire Italian
market
Country 2012 2013 ∆ 2012-’13
Arrivals
Russia 22.141 28.987 30,9%
China 5.294 6.438 21,6%
49
Source: Our Elaboration on data PROVINCIA DI BRESCIA - Assessorato Cultura e Turismo - Ufficio statistica

50. 50
0
50,000
100,000
150,000
200,000
250,000
Hotels
Others
Peaks in July and August,
in line with the national
seasonality
In average the tourists
prefer hotels than other
kind of accommodation
The high season
correspond to the
EXPO2015 period
50 Source: Our Elaboration on data PROVINCIA DI BRESCIA - Assessorato
Cultura e Turismo - Ufficio statistica
Arrivals

51. 51
Tourist paper guides
Tourist guides sold in the top ten geographical market for Lombardy
51
Guides Analyzed
# pages
Brescia
# pages
province
Themes
Brescia
Themes
province
Michelin, Italie du Nord 5 1/3 culture food&wine
Traveldk, Eyewitness Travel,Italy 1/2 2 culture
sport, culture,
nature, water,
food&wine,
wellness
Lonely Planet, Italy 1 7 culture
National Geographic traveler, Italy 0 1 N/A
Touring Editore, Lombardia 10 21 culture
Frommer's, Italy 2013 0 5 N/A culture, wellness
Traveldk.com, eyewitness travel, Milan and the lakes 0 5 N/A
culture, naturePenguin group, The rough guide to the Italian Lakes 3 9 culture
Fodor's travel intelligence 2013, Italy 0 4 N/A
Rick Steves', Italy 2011 0 0 N/A N/A
• Only 5 out of 10 tourist guides
actually mention the city of Brescia
• Just 1 tourist guide does not
mention the province: this is
because of the great importance
given to Lake Garda
• Brescia city is always connected
with the theme of art&culture
• Food&wine macro-theme
considered just in 2 out of 10 tourist
paper guides analyzed
• Nature & active tourism macro-
theme mentioned in 8 out of 10
guides analyzed

52. Travellers Review portals
Online Guides
Other top websites*
*insufficient or not relevant information
Tourist online portals
Analysis of the most seen tourism portals to understand the tourists’
perception of the destination
52

53. 53
137 365 reviews on Province of Brescia (16.06.2014)
Chinese & Russian travellers do not seem to use tripadvisor.com (Corresponding Chinese online portal: daodao.com)
Qualitative reviews in general are positive about the province and its attractions
Category Hotels Vacation rentals Attractions Restaurants Forum
# of reviews 41 234 301 6998 87474 1258
53
Top 5 attractions in Brescia # of reviews Average score*
1. Associazaione Brescia Underground 67 4,88
2. Duomo Vecchio di Brescia 156 4,72
3. Museo di Santa Giulia 254 4,61
4. Brescia Castle 236 4,30
5. Teatro Grande 69 4,43
*Not provided by tripadvisor.com
Average score was calculated by multiplying the
number of votes in each category by its value (i.e.
excellent = 5, terrible = 1), summing all values then
divided by total number of reviews.