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Italy honeymoons: Romance and revenue

Mario Masciullo, eTN Italy Correspondent  Mar 17, 2016

ITALY (eTN) - From honeymoons with Italian spouses, to weddings of international visitors, Italy is a top honeymoon destination. Here, the honeymooner is one of the most courted by organized tourism agencies, by tour operators and travel agents. It is a specific segment of travelers where high margins and creativity in setting rate offers, allow the travel chain a respectable revenue.

Marriages in Italy on average total around 153,000 a year of which 75% of those marriages include a honeymoon. Assuming an average cost per person of about 6,000 euro, this is turnover of nearly 900 million euro per year, with a margin of between 3-7 percent. The trends of recent years, among other things, clearly indicate a strong propensity to package tours, i.e., tours and stays of relaxation and fun with an average duration of not less than 12 days.

It is a very different story for marriages of international visitors to Italy with accommodation packages. On this front, the slice of the travel revenue cake is even more substantial - in the last period, almost 230,000 foreigners (115,000 pairs) per year arrived in Italy to celebrate their wedding and spend here their honeymoon. This is a phenomenon that affects, in 80% of cases, top destinations like Venice, Florence, Rome, the lakes of northern Italy, and the Amalfi Coast.

The average cost incurred by foreigners throughout the organization of the wedding is about 50,000 euro per couple – a turnover of nearly 5.5 billion euro.

Much of the turnover, it is worth pointing out, is generated by foreign travel agencies, but all hospitality-tourism services that complete the "wedding package" as induced, fall on the Italian travel industry for a turnover of not less than 320 million euro.

For this reason, events are often organized with single-topic workshops, and negotiations between foreign buyers and Italian sellers include many wedding planner companies.

The most profitable traffic areas for the incoming Italian bed are represented by the United Kingdom (16%), the United States (12%), Russia (9%), Japan (8%), Canada (7%), and Saudi Arabia (6%). This is a more than legitimate definition of "global business" that analysts use to describe the honeymoon segment.

In recent years, there has been a boon of new professional figures that revolve around the wedding event, from the wedding planner to the fashion consultant, from the photographer and video-maker, to the specialty make-up artist, and from the hair dresser for the bride to the consultant for the paperwork. This specialized travel market recently led a group of professionals to create a structure like a “Wedding Scenario” to offer the bride and groom bureaucratic, operational, and creative assistance in the design of the wedding, whether it be civil or a religious ceremony, and even including the trip itself - all inclusive, of course.

Italy honeymoons: Romance and revenue

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