INTERVIEW
THE RECOVERY REQUIRES CLEAR THINKING THE ROAD MAP OF
Giorgio Palmucci Maria Elena Rossi
GiorgioPalmucci represented the best of Italy, back in the day, when he was “only” a tourism entrepreneur. A person of extraordinary humility, with great attention to others, he seemed to be devoted to satisfying everyone, therefore perfect in the complex position of the President of ENIT, ready to promote and represent our country to the world. An innate elegance and a natural politeness accompanied by a perennial smile make Palmucci a true icon of the Italian that is known abroad. To these qualities he adds an unquestionable desire to work and passion in his profession, and while hampered by the difficulties of the pandemic period, he did not give up.
The last time we met, we were in front of an audience of travel professionals presenting at the IGLTA Convention. What has changed in this long period of pandemic crisis, and where does ENIT begin its efforts at recovery?
Awareness has changed: we have a new way of doing tourism both from a B2B and B2C point of view. On the one hand there is a search for security, for wide spaces in which to be socially distanced, and on the other there is a greater desire to seek each other out and to share.
Everything that has happened has influenced daily life, and the way we think about travel, both in the choice of destination and in the way we reach it and experience it.
Before one of the most important variables was price, now safety is in first place. We decide “how” to go on vacation in order not to risk a negative experience at the exact moment in which we want to detach ourselves from daily stress. All this calls into question the way tourism operators work, as they are also struggling to come to terms with the measures put in place by various governments that have an enormous impact on hospitality.
Italy has been viewed abroad, in this period, in different ways. At first, we seemed to be the only country at risk of Covid, but then our candor and transparency from the very first moment, while the virus was circulating everywhere, was rewarded. Italy distinguished itself by taking the most stringent measures. Fortunately, now the feedback on
the country speaks for itself: 85% of international travelers considered Italy a safe place in the latest survey.
Since the second wave of measures have been approved, and with ongoing vaccination campaigns worldwide, Italy has remained in the thoughts and plans of international travelers, and remains a top destination researched on social media and search engines.
So I think we can, from now on, recover quickly.
People continue to dream of Italy, of our priceless cultural and natural heritage, but safety, which was already a basic element in the demand for the LGBTQ+ traveler, now plays a primary role. What are you doing with ENIT to demonstrate this to the world? Can we show that we are secure in a distinctive way compared to other countries?
In communication, we need to make sure that the concept of safety does not become an obsession, in the sense that we need to give certainty about the measures taken, but uniting them with the narration of our unique landscape and outstanding food and wine. Certainly, in all countries there is the theme of hospitality, but Italians are incomparable masters and our smiles, our way of doing things can be seen even under the masks, in our eyes, and in our gestures.
Pre-Covid tourism attraction planning focused on luxury, events, slow tourism, and a different Italy to discover, all of which converge in LGBTQ+ tourism, a trendsetter for up-and-coming destinations. Some of these elements have been given a new importance at this time, such as slow tourism, and tourism linked to less crowded destinations. Will this and other aspects be highlighted in next year’s LGBTQ+ offerings?
We will not have the problems of over-tourism, as we had them before 2020. Decentralized tourism has definitely gained importance, but in order to restart the flow of tourists we must also involve the most popular destinations that are essential to get to know the Italy that is undisclosed and enjoyable at any time of the year. We must return to the 441 million visitors of 2019 and consider it a starting point for further growth in which outdoor tourism and other Italian attractions can be experienced to a greater extent. Suffice it to say that 60% of our 55 UNESCO Sites are in municipalities with less than 5,000 inhabitants. In a small town like Tivoli, near Rome, there are two. This trend is affecting every kind of tourist target, and I believe it can also be appreciated by the LGBTQ+ community, which has proven to be an important trendsetter on many occasions.
Once you were appointed president of ENIT you immediately started promoting Italy around the world, in person, like no one before you, then you were faced with
the “perfect storm”, how did you manage it and how do you think you will shape the future of ENIT?
In the first lockdown period we had to revise our entire 2020 plan. Immediately, we got active with smartworking. Everything was rethought digitally. We picked up where the virus left off, continuing to tell the story of Italy around the world. We have kept our attention focused on the destinations, companies, operators and associations. We shared even more, to help each other understand what was happening and to evolve with regard to the tragedy, moving within the boundaries of what was possible. Beyond the drama of the situation, it was an opportunity to review the tourism horizon from new perspectives and reflect on a new future. I believe we are coming out of it stronger and with a renewed focus.
Our social habits have changed and Italians, known for their way of being expressive, smiling and elegant, how will they be able to compete in a world that has lost its embraces and is now accustomed to living in tracksuits and wearing a mask?
We trust and, indeed, we are certain that they are only hibernating hugs and that we will return to be together with a greater spirit of expressiveness than before. And the Italians, as well as the rest of the world, will demonstrate that they do not want or know how to give up this way of life.
The advantage of this crisis is that it is global and has not hit just one area of the world. The disadvantage is that the reaction to the crisis will be measured by investments in vaccinations, and openings of travel corridors. In Europe, is Italy at the same point as other countries, or not? The importance of tourism in our country leads us to accelerate projects that focus on the principles of sustainability, accessibility and innovation that have become imperative today. I am optimistic and I believe that what has happened will lead both operators and institutions to establish a new road map in this direction.
You became President of ENIT by popular demand, with undisputed support from all political parties and all the associations. In your opinion, in a country where the debate is so heated and confrontational, why does everyone like Giorgio Palmucci, what makes you so reliable? Can you be passionate and remain above partisanship?
I have been working in tourism for thirty years, I have always liked to travel and fortunately I have been able to do this, which was my main aspiration since I was a little boy.
Traveling has led me to gain many experiences that I have made available to everyone, along with my constant passion, which is indispensable when one is at the service of the association, to be able to lend a hand and to listen. When I was asked to be President, I accepted, knowing what the difficulties would be, and I greatly appreciated the consideration and trust that was given to me. I hope it was well placed. I believe that passion and teamwork are always the tools that allow us to look to the future even in the most difficult times.