Italiano del Tourismo (ENIT, Italian National Tourism Board) performed poorly. ENIT
promoted Italy by way of images that been in use for more than fifty years, while its
delegates, assimilated with diplomatic personnel, were generally experts in public
relations generally rather than tourism marketing and promotion specifically. The burden
of tourism marketing and promotion was relegated to a network of twenty regional tourist
and promotion boards which discharged those responsibilities with mixed success
(Bonini, 1993).
In an important and recent turnaround in tourism planning and promotion, ENIT has
established foreign partnerships, regularly participates in international travel, trade fairs
and congresses, and has supported a series of interregional projects with diverse cultural
and environmental themes, mainly by way of providing regional authorities with financial
backing. These projects demonstrate a more coordinated approach within and among the
different levels of tourism public sector administration in Italy, and reflect a wider
concern with the broad relations and global dimensions of the tourism industry. Such
developments perhaps have also helped to deflect suggestions that ENIT should be
privatized.
It is also worth noting other negative factors limiting Italy’s ability to attract tourists
from the 1970s to 1990s, amongst them Italy’s lack of quality accommodation and
transport services, negative publicity stemming from natural disasters and pollution (such
as an oil spill off the coast of Liguria), crowding and congestion in major tourist centres,
petty crime and the algae problem in the Adriatic Sea, which discouraged seaside visiting
from the late 1980s. As a result, international travel and visitor bed-nights in Italy
declined considerably throughout the 1980s and early 1990s.
The 1992 recession and continued stagnation of the Italian economy created inflation
in tourism services and hotel prices, thereby compounding the problems outlined above,
and further threatening the competitive position of Italy’s tourist industry. However, the
devaluation of the lira in September 1992, and the unstable political situations in the
former Yugoslavia, the Middle East, Egypt, Turkey and Spain had positive impacts on
international travel to Italy. These factors combined to allow the Italian peninsula to re-
establish itself as a major tourist destination in 1993 and 1994, and led to a significant
rise in international visitor bed-nights. By 1995, Italy was fourth in the list of the world’s
top ten tourist destinations (29.2 million visitors, a 9.2 per cent rise on 1994), and was the
world’s third largest tourism earner, with international tourism receipts rising 13.1 per
cent in 1994–5. In 1994, the main origins of international visitors were European Union
residents (approximately 50 per cent, around half of whom were Germans), followed by
the United States (approximately 10 per cent) and then the Japanese (approximately 5 per
cent). In 1996, approximately 4.5 per cent of Italy’s workforce (1,063,000 people) was
employed directly and indirectly in tourism. ‘These results seem to augur well for the
future of tourism, although Italy is prone to periodic economic, political, social and even
meteorological vagaries which have repercussions on the sector’ (Francescone, 1997:5).
Clearly many domestic and global factors have impacted upon the development of the
Italian tourist industry, and that country’s competitiveness as a tourist destination.
Interestingly, as suggested above, global forces largely beyond the control of the Italian
government and the local tourist industry have contributed to Italy regaining its status as
a leading international tourist destination. Projections to the year 2000 are promising,
indicating that Italy will receive an average annual rise of 5.2 per cent per annum in
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