Malcesine Tourism Shifts: Hotel Satisfaction vs Merchant Concerns

Malcesine’s tourism changes. This is confirmed by the presidents of the trade associations themselves, Ugo Treccani for hoteliers and Raffaele Petrucci for shopkeepers. Some data has already been commented on mid-season: there is nothing to complain about regarding the number of visitors, as hoteliers consider themselves satisfied.

Less happy, however, are shop owners and restaurateurs, who complain about a decline in turnover compared to previous years. It is clearly evident that there is a split between the economy and the hotel management sector and that of shopkeepers and merchants.

“What matters to the latter,” says Petrucci, “is that last season was characterized by quick, daytime tourism. Customers stayed fewer days this summer, often only three or four nights instead of a week. Unfortunately, many colleagues complain that Malcesine tourists spend less, just enough for the hotel.”

Of course, each activity experienced its own reality, with some achieving good earnings, but the impression of a decline in tourism, at least from a qualitative point of view, remains. Many foreigners, including loyal guests who come for years and even own houses in Malcesine, would also have been absent.

The town is not keeping up with the times; we should make more use of information systems like the Internet and work to attract travelers arriving by plane, rather than relying solely on bus groups.” Regarding hoteliers, category president Ugo Treccani instead claims that 2000 was one of the best seasons in recent years, although he admits it was not optimal for merchants.

“I also happened to see customers,” Treccani recounts, “going to their rooms with a bottle of wine purchased at the supermarket. Indeed, this is the first year I’ve noticed such behavior. Usually, customers drink at restaurants, pubs, or in the hotel before going to their rooms.”

“I agree with Petrucci,” Treccani continues, “that the clientele has changed: tourism in the year 2000 is faster. In August, it was all about ‘grab and go,’ which also causes other negative effects: the relationship, the exchange with the customer, is fading because of the speed at which foreigners arrive and leave.”

This year, pub managers faced difficulties, especially due to fairly strict laws on closing times and noise emissions. They also experienced a decline, as Malcesine, like Petrucci, claims, has become a tourism destination mainly for the “over 50s,” something that might not displease the hotelier president: “I believe that Malcesine’s economy is supported by those in their fifties. Young people (unless they are from the town) don’t spend much money and can be disruptive.”

“I think that after 11 pm, tourism makes no sense; shops close at that hour.”