Tuscany, continues “Renaissance without end” with an autumnal focus on spas and cities of art

Tourist Tuscany in taking stock of the various activities undertaken is already looking to the future.

By November 30, the 2022 operational plan of the Toscana Promotion Agency will have its final draft. In the meantime, an ‘autumn tail’ of the “Renaissance without end” promotion campaign is planned, focusing on spas and weekends in the cities of art.

The “Endless Renaissance” promotion campaign whose declination in seven travel themes was born in concert with the municipal administrations, had an excellent response. 1,487,961 visitors on the Visit Tuscany portal this summer (48 percent more than last year), 18 million contacts for the press campaign (newspapers and magazines) and 21 million for television, one million clicks on the ads online and 74% of video views for the entire duration (significant for the web). In general, the campaign, according to an online survey carried out by Fondazione Sistema Toscana, had an appreciation of 77 percent and about eight out of ten potential tourists say they have treasured it or will take it into account in their choices or in the future. The work with the tourist sectors has also produced workshops here which have benefited over 8,200 operators and an increasingly important presence at the main trade fairs.

“The work of comparison and sharing with de facto areas has never stopped and this approach to tourism policies has been rewarded by the results – recalls the councilor for tourism of Tuscany, Leonardo Marras – The positive numbers of the first recovery after the pandemic say it, it is confirmed by the dynamism of the territories that field increasingly complete and all-round offers and national awards attest to it: the latest arrived just a few hours ago from the Demoskopica institute, which after an online survey he tells us how Tuscany has been the most clicked region among tourist destinations and the most popular since the beginning of 2021e».

“The priority function of this shared working method – explains Francesco Tapinassi, director of Tuscany tourism promotion – is to provide a unitary and overall framework for the action of all the subjects of the tourism ecosystem. The methods of action are therefore common both from an organizational and operational point of view, bringing advantages in terms of strategy and future vision ».

«’Tuscany Renaissance without end’ is unquestionably a branding campaign that has had excellent results in emotional engagement and a significant impact on the” visit intent “of potential visitors to Tuscany who have seen it, – comments Francesco Palumbo, director of the Fondazione Sistema Toscana. – In its impact on the perception of Tuscany, the campaign achieved results above the market benchmarks and was functional in illustrating the ability of operators and destinations to make innovative post-Covid proposals. For the next launches – he adds – we are committed to obtaining better and more significant analysis data to optimize our choices in a completely data-driven approach, ie driven by results ».

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Tuscany, continues “Renaissance without end” with an autumnal focus on spas and cities of art