Alta Garda Extends Tourism Season Through Diversification and Promotions

Just look out on the street or at the local pubs. There’s a full house. Despite the unpredictable weather – which in recent days has been capricious – the tourist activity this late September is already very high.

Paradoxically, as well explained by Enio Meneghelli, President of l’Apt, the extension of the Alta Garda season has been so successful that July (which until ten years ago was the flagship of the Revane and Arcense holiday) has now become the weakest link in the chain.

Diversification Strategy and Results

“It was a winning choice to diversify our offerings to extend the appeal of holidays into spring and autumn,” – says Meneghelli again – “Winning because in addition to filling the facilities, we also allowed businesses to plan staff stability. By offering ten to twelve months of work per year, hotels can maintain high professionalism. And a virtuous circle is set in motion.

Because greater professionalism also means better service and thus a further advantage in our offer.” Are there any data? “Yes. We closed the first half of 2001 with a 5 percent increase in arrivals. And now I believe the same target can be reached in the second half as well, despite slight declines in July and August, well offset by the subsequent months.”

We thought that Alto Garda is less competitive during the hotter months, when everyone goes on vacation and when events do little to steer the masses. So we moved with specific enogastronomic promotions for what was once a dead season. Oil, wine, grapes, and cuisine in general were our launchpads. The UK market between ages 50-70 remains our primary target. The response has been excellent. This year, Irish visitors even joined…”

Attention to Market Strategies and Promotions

What more could be asked? “We always need to stay alert. The tourist market leaves no room for pauses. With increasing TV promotions, we are focusing on Italians.”