Borsa dei Laghi Boosts Brescia Tourism Amid Challenges
“The 5th edition of the Borsa dei Laghi takes place during a difficult time in light of what has happened in the United States. The figures speak for themselves. In Italy, we are seeing a tourist presence decline of around 30 percent,” said Franco Bettoni, President of the Camera di Commercio (Chamber of Commerce), describing the current situation. He added, however, that “the Borsa dei Laghi, scheduled for October 19-21 in Desenzano, is a challenge that Brescia is launching with its operators to carve out space and turn difficulties into opportunities.”
Focus on Promotion and Tourism Opportunities
Quality accommodation and a traditional sense of hospitality are the two keys that the relevant authorities, trade associations, and entrepreneurs must work on to offer an ambitious package of products, focusing on enogastronomy, museums, exhibitions, and an evocative hinterland made up of neighboring provinces surrounding Brescia. Bettoni also pointed out a second opportunity with the upcoming entry into force of the Euro starting January 1st.
“The Borsa dei Laghi,” continued the President of the Chamber of Commerce, “represents the relaunch of Brescia’s tourism sector. Pro-Brixia, together with Ascom and Confesercenti, is committed to fostering the match between demand and the supply of services.”
Thirty-one operators from various European countries have chosen this initiative, not to mention about a hundred Italians (the figure is still expected to grow), along with the consortiums and representatives from 15 provinces. Villa “La Tassinara” in Desenzano will host the event on October 19, providing an important opportunity for European operators to meet, with Italian lakes naturally at the center—true national tourism riches.
The watchword is promotion, with the presentation of new developments in structural and infrastructural aspects, as well as the opportunity to negotiate the existing assets and connected services. “The novelty of this edition is the Bresciatourism brand,” emphasized Alessio Merigo, Director of Confesercenti and Assoturismo. “It is an integrated promotion initiative for Brescia’s tourism, born from the synergy between Pro-Brixia, local authorities, and operators’ associations.”
Future Prospects and Sector Evaluations
And it is precisely from these meetings that the program for 2002 has already been outlined. Bettoni added that “there’s a need to grow in terms of tourism culture and hospitality.” An assessment of the season was instead provided by Maurizio Banzola, President of the Apt (Azienda di Promozione Turistica). “Lakeside tourism grew steadily throughout 2001. It performed well until mid-September. I am not pessimistic about the future.”
He was echoed by Piergio Piccioli, President of Confesercenti, who stressed that “tourism doesn’t only mean hotels, but also bars, restaurants, and an industry capable of responding adequately to demand.” Finally, again Alessio Merigo, who pointed out that despite the difficulties, “tourism is experiencing a completely new season after putting aside particularisms, overlaps, and amateurism,” considering the Borsa dei Laghi “the right answer at the right time.”
