Analysis of Seaside Tourism Supply (the Case of Liguria and Tuscany)

Liguria and Tuscany are very different: geographically, culturally, in their language, in their tourism. Tuscany is the only continental Italian region well known all over the world. It is four times larger than Liguria, has a completely different physical shape and a much wider range of economic activities. Tourism makes up only 8% of its GDP (less than the Italian average) while Liguria depends on it for 14.7%. The coast of Tuscany attracts only 40% of the visitors of the region (against 87% of Liguria). Foreigners are around 50% of the tourists visiting Tuscany and less than one third in Liguria. Two different worlds. But they have something in common: holiday homes. The holidaymakers in Savona and Imperia are mostly people coming from Piedmont and staying in their own properties. The Genova and La Spezia coast is filled with regular owners from Milan. Versilia is the seaside resort of people coming from Florence: they are fewer but they usually stay longer. Being a holiday home destination has an advantage: the arrival of the owners is sure. And the care for the environment is higher. But they spend less: first of all they do not need accommodation, they shop more carefully and induce an economic activity that is lower by far compared to that of tourists. In both regions they should try to have more non resident visitors: the problem is that they do not know how to attract them.