Cultural Tourism Management In Rome

“CULTURAL TOURISM MANAGEMENT IN ROME”

ABBREVIATIONS

WTO – World Tourism Organization

WTTC – World Travel & Tourism Council

GDP – Gross Domestic Product

UNESCO – United Nations Educational, Scientific, and Cultural Organization

EU – European Union

US – United States

UK – United Kingdom

CAGR – Compound Annual Growth Rate

RevPAR – revenue per available room

FAO – United Nations' Food and Agriculture Organization

S.P.Q.R – Roman Republic Senatus Populusque Romanus

BC – Before Christ

AD – (Christian calendar concepts) Anno Domino= Year of the Lord

UN – United Nations

FAI – Fondo per l'Ambiente Italiano

SIAE – Società Italiana degli Autori ed Editori

ISTAT – Istituto Nazionale di Statistica

ECM – European Cities Marketing Benchmarking

SMEs – Small and Medium Enterprises

ENIT – Ente Nazionale Italiano per il Turismo

ACI – Automobile Club d’Italia

CAI – Club Alpino Italiano

UPI – Unione delle Province Italiene

ANCI – Associazione Nazionale dei Comuni Italiani

ANGT – National Association of Tourist Guide Professionals

TIP – Tourism Information Point

TABLES

Table (A1.1) Enterprises and employment in tourism 94

Table (A1.2) Inbound tourism- international arrivals and receipts (updated 31 May 2012) 94

Table (A1.3) Domestic overnight tourism 94

Table (A1.4) Outbound tourism-number of trips 95

Table (A1.6) Other economic indicators 95

Table (A2.2) Climate data for Rome 96

Table (A4.1) Summary statistic for Italian provinces 106

Table (A4.2) Direct Revenue from tourist demand for cultural activities, per province 106

Table (A4.4) Top 15 EU city tourism destinations 2013 by bednight volumes 107

FIGURES

Figure (A1.5) International tourism spending in Italy from 2012 to 2014 (in billion euros) 95

Figure (A2.1) Geographical position of Rome 96

Figure (A3.1) Geographical position of Lazio Region 97

Figure (A3.2) Inside view of Colosseum 97

Figure (A3.3) Outside view of Colosseum 98

Figure (A3.4) The map of Via dei Fiori Imperiali 98

Figure (A3.5) The other view of Via dei Fiori Imperiali 99

Figure (A3.6) The Capitoline Museums. The archeological museums in Piazza del Campidoglio 99

Figure (A3.7) The Theatre of Marcellus 100

Figure (A3.8) The Mausoleum of Hadrian, usually known as Castel Sant'Angelo 100

Figure (A3.9) Via della Conciliazione (Road of the Conciliation) 101

Figure (A3.10) Vatican City 101

Figure (A3.11) St. Peter's Basilica 102

Figure (A3.12) The Sistine Chapel 102

Figure (A3.13) The Vatican Museum 103

Figure (A3.14) The Circeo National Park 103

Figure (A3.15) Castello Orsini-Odescalchi is a castle in Bracciano, in the Province of Rome, Lazio, Italy 104

Figure (A3.16) The Etruscan necropolis of Banditaccia in Cerveteri is an example of ancient Etruscan funerary architecture 104

Figure (A3.17) Ostia Antica 105

Figure (A3.18) The path of the Rome Marathon 105

Figure (A4.3) Entertainment admissions and tourist visits (Italian provinces, 2007) 107

Figure (A5.1) EU cities 2013-2014 Growth rate 108

Figure (A5.2) Infographic: Rome versus Paris 108

Figure (A5.3) Infographic: Rome versus Paris 109

Figure (A5.4) Infographic: Rome versus Paris 109

Figure (A6.1) Organisation Chart of tourism bodies of Italy 110

Figure (A 6.2) Touristic route in 2 days 110

CONTENT

Declaration on my own responsibility

Abbreviation list

List of tables and figures

Introduction

I. GENERAL CONSIDERATIONS

1.1 Concepts and notions regarding cultural tourism and its importance for people

1.2 The stages of development of the global cultural tourism. Notions regarding tourism management

1.3 General overview of the Italia’s cultural tourism and its touristic flow

II. THE ASSESSMENT OF THE CULTURAL TOURISTIC POTENTIAL OF ROME AND LAZIO REGION

2.1 General data about Rome and its cultural tourism

2.2 Touristic infrastructure and cultural heritage

2.3 Evaluation of intangible touristic heritage of Rome. Event tourism

III. MANAGEMENT OF CULTURAL DESTINATIONS: ROME AND LAZIO REGION

3.1 The evaluation of Rome’s touristic flow

3.2 Implementation of strategies regarding development of cultural tourism on short, medium and long-term

3.3 Case study. Elaboration of promotional cultural touristic packages to Rome. Tourist itineraries

Conclusion and recommendations

Bibliography

Annotation

Enclosures

INTODUCTION

Tourism is one of the world's fastest growing industries as well as the major source of foreign exchange earning and employment for many developing countries also being the most important and complex industry of the human activities ever. The increasing number of travels and their intensity made scientist to study the touristic phenomenon from different points of view, including its economic aspect (tourism economy) and that geographical (geography of tourism).

As such, tourism has implications on the economy, on the natural and built environment, on the local population at the destination and on the tourists themselves. Due to these multiple impacts, the wide range and variety of production factors required to produce those goods and services acquired by visitors, and the wide spectrum of stakeholders involved or affected by tourism, there is a need for a holistic approach to tourism development, management and monitoring. This approach is strongly recommended in order to formulate and implement national and local tourism policies as well as the necessary international agreements or other processes in respect of tourism.

The intercalation of tourism industry with other branches of economy can be explained by the next aspects: 1) the growing of the cultural and economic relations between the states in the world, 2) the hastened urbanization, 3) increasing number of employee, 4) improving welfare and cultural level of the population, 5) the raise of the computerization, through the modernization and fast improvement of the means of transportation and of communications. Due to these factors, in nowadays, tourists can easier visit different treasures of our planet, can see the diverse of the natural and anthropogenic monuments spread through the different touristic destinations all over the world.

Tourism also allows wealth to be injected into a community in a variety of ways. The great benefit of this industry is that it’s extremely labor intensive, and many of the businesses that operate within it are only small businesses and micro operators. This means that every dollar coming into the industry is felt quickly by business owners and staff, and is directly related to a boost in local spending. For a community with the potential to become a tourist destination, there are a huge range of benefits. It’s also great for individual travelers, because with a booming tourism industry there is lots to do, plenty of places to stay, and as a result more and more tourists are drawn in.

Due to different motivations and needs for travelling there were a great emphasis for promoting different touristic destinations on the international level, which led to a major and impressive increase of touristic evolution in XXI-st century. However, along the globalization and the appearance of the new touristic destinations, they determined the thorough studying of the new and efficient ways of promotion to harness the heritage and intensifying the touristic flows.

Topicality. The level of infrastructure, the ability of promoting and harness of the touristic potential and the ability to manage this industry are just some of the main goals that make the evolution and development of tourism to become more and more dependent by the authorities of each state. Starting from the development of the social, economic and ecological domain Rome can meet all the expectation in financing the infrastructure projects, including the touristic one.

The promotion, harnessing and the ability to manage the touristic potential of one of the heritage need a serious involvement of all authorities and specialized professionals. This topic is actual due to that factor that Rome is one of the capital that are listed in the most visited capitals from all over the world having a good infrastructure and a variety of projects involved every year in tourism industry. The touristic potential of this magnificent city is strongly valued thanks to its beautiful and unique natural and built monuments, thanks to its traditions, culture, history and people.

Also, the topic is actual thanks to the factor that Rome today is one of the most important tourist destinations of the world, due to the incalculable immensity of its archaeological and art treasures, as well as for the charm of its unique traditions, the beauty of its panoramic views, and the majesty of its magnificent "villas" (parks). Among the most significant resources: plenty of museums – (Capitoline Museums, the Vatican Museums, Galleria Borghese, and a great many others)—aqueducts, fountains, churches, palaces, historical buildings, the monuments and ruins of the Roman Forum, and the Catacombs. Rome is the 3rd most visited city in the EU, after London and Paris, and receives an average of 7-10 million tourists a year, which sometimes doubles on holy years. Another factor that can be taken into consideration is that authorities of Rome are very responsible and competent for the administration of all projects that are required to improve the quality of touristic infrastructure and can manage all the financing funds allocated for this industry.

The subject of investigation represents the opportunities of the exploitation and promoting of the touristic potential of Rome and Lazio region taking into consideration the possibility, the available touristic resources and the financial and institutional capacity of this great city.

The purposes and the objectives of the thesis are based on the necessity to study accurately the importance of the cultural and anthropogenic heritage that generates the desire of tourists to visit this city and these monuments to satisfy their spiritual and psychological needs of human being. Also to see and to assess the capability of different institutions to harness and to manage the branch of cultural tourism in the city. Through the study of the specialized literature but also as the result of my practical activity I established the next objectives:

Conceptual delimitation of a touristic destination as an object of its exploitation in tourism;

Studying the theoretical concepts regarding the organization of the decisional process in promotion strategy in tourism industry;

Assessment of the natural and cultural monuments that create the touristic flows to the heritage of Rome;

Presenting the touristic infrastructure and the unique heritage of Rome and aspects that attract tourists;

Evaluation of touristic flow during the last years;

Identifying and present some cultural and historical touristic itinerary organized in Rome.

Methodologies of the research are based on the applying of general scientific methods of researching, methods of the economic analysis, observation, arguments, comparison, classification, graphic methods, tabular and statistical methods and practical aspects.

As a theoretical and scientific support of this research were used articles and books that helped to analyze and assess the information to write my thesis. These approaches of the information are reflected in the works of local and foreign researchers as: В. А. Квартальнов, Milena Ivanovic.

The informational basis was concentrated on the statistical data, thematic studies of national and international experts, normative acts in this field, different economic publications of the professional ins in promotion strategy in tourism industry;

Assessment of the natural and cultural monuments that create the touristic flows to the heritage of Rome;

Presenting the touristic infrastructure and the unique heritage of Rome and aspects that attract tourists;

Evaluation of touristic flow during the last years;

Identifying and present some cultural and historical touristic itinerary organized in Rome.

Methodologies of the research are based on the applying of general scientific methods of researching, methods of the economic analysis, observation, arguments, comparison, classification, graphic methods, tabular and statistical methods and practical aspects.

As a theoretical and scientific support of this research were used articles and books that helped to analyze and assess the information to write my thesis. These approaches of the information are reflected in the works of local and foreign researchers as: В. А. Квартальнов, Milena Ivanovic.

The informational basis was concentrated on the statistical data, thematic studies of national and international experts, normative acts in this field, different economic publications of the professional institutions, reports and documents of the specialists, economic studies and my own analysis and observations. Also were used a variety of web pages with statistical data that show the touristic flows in Rome (Italy) during several years.

The summary of the thesis’ compartments. My thesis includes the introduction, three chapters every of them divided into 3 subheadings, conclusion, bibliography, enclosures. The content of the thesis is presented in 75 pages. The illustrative material contains 35 tables and figures as enclosures. The bibliography includes 83 sites and titles.

Through the Introduction is argued the actuality of the topic research, are defined the objectives and goals of the research, are mentioned the theoretic and scientific supports, the theoretic significance and the applicative value of the work.

The first chapter- General considerations. In this chapter are presented concepts and general notions that express the significance of “tourism”, “culture”, “cultural tourism” and importance for people. There are theoretical aspects that are approached from the specialized literature with reference to the most important concepts designed to explain the concept and notions regarding them. There are some explanations of the appearance of the cultural tourism and its impact on the economy of the countries and people, its importance for human being generally. Also, there are presented several data about Italy’s cultural tourism and its touristic flow and impact on its economy.

The second chapter- The assessment of the cultural touristic potential of Rome and Lazio region. In this chapter are presented not just general data about Lazio region and Rome, but also cultural and anthropologic monuments that are located on the territory, museums, theatres, operas, parks, other monuments, of course touristic infrastructure too in Rome, Lazio. There is also a short description for some monuments presented in this chapter. Also, it contains the information about the cultural events that are occurred annually in Rome through ages, and the capacity and willingness of the authorities of the city to promote and harness all those monuments.

The third chapter- Management of cultural destination Rome and Lazio region. In this chapter is evaluated touristic flow of Rome with some statistical data. Also is shown an example by comparison with another city. There are described some strategies that should be implemented by the government and specialized organizations in tourism, regarding development of cultural tourism on short, medium and long-term. There is presented an organization chart of specialized bodies in tourism and some description about their activity. In the last subchapter are presented several case studies, and namely was elaborated several promotional cultural touristic packages to Rome for different period of time. Were calculated the cost of some packages and presented some tips before travelling.

In Conclusion are written personal opinions and conclusions resulted from theoretic and scientific research regarding the cultural heritage expressed by monuments, museums, national and international events, spirit and soul that Rome has to show up to entire world!

GENERAL CONSIDERATIONS

1.1 Concepts and notions regarding cultural tourism and its importance for people

From the very inception of life, travel has fascinated man. Travel and tourism have been important social activities of human beings from time immemorial. The urge to explore new places within one’s own country or outside and seek a change of environment and experience has been experienced from ancient times. Tourism is one of the world’s most rapidly growing industries. Much of its growth is due to higher disposable incomes, increased leisure time and falling costs of travel.

Over the decades, tourism has experienced continued growth and deepening ‎diversification to become one of the fastest growing economic sectors in the world. ‎Modern tourism is closely linked to development and encompasses a growing number ‎of new destinations. These dynamics have turned tourism into a key driver for socio-‎economic progress.‎

Today, the business volume of tourism equals or even surpasses that of oil exports, ‎food products or automobiles. Tourism has become one of the major players in ‎international commerce, and represents at the same time one of the main income ‎sources for many developing countries. This growth goes hand in hand with an ‎increasing diversification and competition among destinations.‎

This global spread of tourism in industrialized and developed states has produced ‎economic and employment benefits in many related sectors – from construction to ‎agriculture or telecommunications.‎ The contribution of tourism to economic well-being depends on the quality and the ‎revenues of the tourism offer.

Tourism cannot be defined just in one definition as it comprises a vast significance. So, here are some definitions that include the essence of tourism as activity:

Tourism is a collection of activities, services and industries that delivers a travel experience, including transportation, accommodations, eating and drinking establishments, retail shops, entertainment businesses, activity facilities and other hospitality services provided for individuals or groups traveling away from home. The World Tourism Organization (WTO) claims that tourism is currently the world’s largest industry.

By the World Tourism Organization (WTO): “Tourism is a social, cultural and economic phenomenon related to the movement of people to places outside their usual place of residence, pleasure being the usual motivation.”

Mathieson and Wall (1982) created a good working definition of tourism as "the temporary movement of people to destinations outside their normal places of work and residence, the activities undertaken during their stay in those destinations, and the facilities created to cater to their needs."

According to Macintosh and Goeldner (1986) tourism is "the sum of the phenomena and relationships arising from the interaction of tourists, business suppliers, host governments and host communities in the process of attracting and hosting these tourists and other visitors."

Being one of the world’s most rapidly growing industries, tourism influenced and touched all the other industries that are linked to it. Airports become more enjoyable places to pass through, as travel agency services become increasingly automated, and as tourists find it easier to get information on places they want to visit, tourism grows. The Internet has fuelled the growth of the travel industry by providing on line booking facilities. It has also provided people with the power to explore destinations and cultures from their home personal computers and make informed choices before finalizing travel plans. With its immense information resources, the Internet allows tourists to scrutinize hotels, check weather forecasts, read up on local food and even talk to other tourists around the world about their travel experiences for a chosen destination. This new trend has made the tourism job very challenging. The holiday makers want a good rate of return on their investment. They are to be lured with value additions and improved customer service. This also put emphasis on the regular flow of manpower with specific skills at the appropriate levels to match and cater to global standards. The success of the hospitality industry comes from provision of quality rooms, food, service and ambience. There is no doubt that fitness has increasingly become a larger part of everyone’s life. And business and leisure travelers alike look to maintain their fitness goals while away from home. Awareness should be created about the environment and education. A collective effort and co-operation with powerful networking are the need of the hour. People should be acting as the watchdogs of the society as far as environmental issues are concerned. Eco-tourists are a growing community and tourism promotions have to adopt such eco-practices which could fit this growing community. Another growing trend in the tourism scene is the Incentive Market and the scope of the destination to attract conferences and convention traffic. Here the prospects are better for those destinations where state of the art infrastructure has been developed along with a safe and clean image.

Tourism today is much more than just developing products. It is more about quality, insightful thinking and ability to have global information about technology, partners, contacts and responding quickly to global and regional trends. The fundamental task before tourism promotion is to facilitate integration of the various components in the tourism trade as active participants in the nation’s social and cultural life. There is a long road ahead. All must work towards a society where people can work and participate as equal partners. Tourism should be a vehicle for international cooperation and understanding of the various civilizations and a harbinger of peace. From the foregoing we can see how fast the face of tourism is changing and how challenging the job of travel agencies is now. There is therefore a need for proper training of the personnel working in the industry through thorough and a detailed study of the subject A unified approach to the subject is also needed since at present people from different fields have been studying tourism from different perspectives.

Geographical Perspective- from a geographer’s perspective the main concern of tourism is to look into aspects like the geographical location of a place, the climate, the landscape, the environment, the physical planning and the changes in these emerging from provisioning of tourism facilities and amenities. A geographer feels that it is the climate, landscape or physical attributes which draw the tourist to a destination.

Sociological Perspective- From a sociologist’s perspective Tourism is a social activity; it is about interaction between different communities—hosts and guests—and encounter between different cultures. This approach studies social classes, habits and customs of both hosts and guests in terms of tourism behavior of individuals or groups of people and the impact of tourism on society.

Historical Perspective- from an historian’s perspective tourism is a study of the factors instrumental in the initiation of tourism to a particular destination, the order of happenings leading to tourism development, the reasons for happening of the occurrences in that order, beneficiaries of the tourist activity and an untimely and premature identification of negative effects. For example we all know that a lot of tourists visit Colosseum in Rome but a historian would be interested in studying the factors that bring the tourist there, e.g. the architecture, the story behind the monument, or something else that draws them there.

Managerial Perspective- from the management perspective tourism is an industry, and therefore needs managerial skills in order to be properly managed. As the industry grows we see continuous changes in various organizations and services linked with the industry, the tourism products and so on so this approach concentrates on management activities such as planning, research, pricing, marketing, control etc. as vital to the operation of a tourist establishment.

Economic Perspective– From an economist’s perspective tourism is a major source of foreign exchange earnings, a generator of personal and corporate incomes, a creator of employment and a contributor to government earnings. It is a dominant global activity surpassing even trade in oil and manufactured goods. Economists study the effects of tourism industry on the economy. This is a two way process.

The World Travel & Tourism Council (WTTC) has been investing in economic impact research for over 20 years in order to assess and quantify the value of Travel & Tourism’s contribution to GDP and employment. They now produce reports and forecasts of the sector’s impact in 184 countries and 24 geographic and economic regions in the world. Their 10-year forecasts provide unique information and seek to better equip both public and private bodies with empirical evidence for their policy making and investment decisions.

2013 proved to be another successful year for the Travel & Tourism industry. Their latest annual research, conducted in conjunction with their research partner Oxford Economics, shows Travel & Tourism’s contribution to world GDP grew for the fourth consecutive year in 2013, helped especially by strong demand from international travellers. Visitor exports, the measure of money spent by these international tourists, rose by 3.9% at a global level year on year, to US$1.3trillion, and by over 10% within South East Asia. It is clear that the growth in Travel & Tourism demand from emerging markets continues with pace, as large rising middle classes, especially from Asia and Latin America, are willing and more able than ever to travel both within and beyond their borders.

In 2013, Travel & Tourism’s total contribution to the global economy rose to 9.5% of global GDP (US $7 trillion), not only outpacing the wider economy, but also growing faster than other significant sectors such as financial and business services, transport and manufacturing. In total, nearly 266 million jobs were supported by Travel & Tourism in 2013 – 1 in 11 of all jobs in the world. The sustained demand for Travel & Tourism, together with its ability to generate high levels of employment continues to prove the importance and value of the sector as a tool for economic development and job creation.

The sector for Travel & Tourism in 2014 is also very positive, with Total Travel & Tourism GDP growth forecast to reach 4.3%. Much of this growth is being driven by higher consumer spending as the recovery from recession gathers pace and is becoming firmly established. Tourists are expected to spend more per trip and stay longer on their holidays in 2014, while long haul travel, especially among the European markets, is also expected to gain a greater share of international tourism demand. Profitability for travel companies should also start to edge up, bringing opportunities for further job creation in the process.

Travel & Tourism forecasts over the next ten years also look extremely favorable, with predicted growth rates of over 4% annually that continue to be higher than growth rates in other sectors. Capitalizing on the opportunities for this Travel & Tourism growth will, of course, require destinations and regional authorities, particularly those in emerging markets, to create favorable business climates for investment in the infrastructure and human resource support necessary to facilitate a successful and sustainable tourism sector.

At the national level, governments can also do much to implement more open visa regimes and to employ intelligent rather than punitive taxation policies. If the right steps are taken, Travel & Tourism can be a true force for good.

Tourism in the modern sense, means all the measures implemented for the organization and development of recreational trips or other purposes, made, either through organizations, companies and specialist officers, either on their own, for a limited time as well as the industry that contribute to tourist needs. In terms of beneficiaries tourism can be defined as all activities of persons traveling outside their usual (work, shopping and so on.), for more than a specified time and where the main purpose of travel is different from taking up paid employment at visitation. Tourism potential is influenced by several factors: natural factors (remaining approximately constant over time) and economic factors, demographic, political, psychological (which are characterized by a strong dynamics, and the possibilities of control in the desired direction). Some factors influence tourism for long periods of time. They are: world population growth, increasing incomes, increasing free time, modernization of transport and communications.

The principal character in the phenomenon called Tourism is the ‘Tourist’ and without his being around the tourism phenomenon is meaningless. The term Tourist is believed to have been derived from the Latin word ‘TORNUS’ which means a tool, a circle or a turner’s wheel. In the sense of the word of the origin, tourist is a person who undertakes a circular trip, i.e., ultimately comes back to the place from where he sets about his journey. Based on the various definitions of a Tourist here are some of the characteristics of a Tourist

1. He takes up his journey of his own free will.

2. He takes up the journey primarily in search of enjoyment.

3. The money spent on the visit is the money derived from home, not money earned in the places of visit.

4. He finally returns to his original starting point.

In some terms World Tourism Organization considers a tourist a type of a Visitor. Here is first a definition of a visitor. The World Tourism Organization in a conference held in 1963 introduced the term ‘Visitor’. A Visitor is defined as: any person visiting a country other than that in which he has his usual place of residence for any reason other than being interested in an occupation remunerated from within the country visited. The term includes two types of visitors: Tourist – is a temporary visitor staying for a period of at least 24 hours in the country visited and the purpose of whose journey can be classified under one of the following heads:

a) Leisure (recreation, holiday, health, study, religion and sport)

b) Business, family, mission, meeting.

There are a lot of formulations that explain the meaning of the Tourist term with additional aspects that characterize him but in essence: Tourist is a person who travels to another area outside the residence for a different purpose than that of practicing a profession paid. There are some more notions that could not be missed to understand better the meaning of each one and the essence of terms.

Excursionist —is a temporary visitor staying for a period of less than 24 hours in the country visited (including travellers on the cruises). The drawback of the definition of a Visitor as per World Tourism Organization is that it does not talk about the Visits made within the country. For these purposes a distinction is drawn between a Domestic and an International Visitor.

Domestic Visitor -a person who travels within the country he is residing in, outside the place of his usual environment for a period not exceeding 12 months.

International Visitor –a person who travels to a country other than the one in which he has his usual residence for a period not exceeding 12 months. International tourists are that tourist who lives at least 24 hours in another country than his home in entertainment purposes, vacation, health, business, etc. Based on the recommendations of the Ottawa Conference (June 1991), can distinguish the following categories of tourism:

– Domestic tourism, made when residents of a country visit places of their own country;

– Outgoing (outgoing tourism and outbound tourism), when residents visits a foreign country;

– Inbound tourism (incoming tourism or inbound tourism), referring to a situation where a country is visited by foreigners.

By combining these forms between them, two by two, we can define three categories of tourism:

– Internal tourism, including domestic tourism and the receiver;

– National tourism, including domestic tourism and the issuer;

– International tourism, consisting of inbound tourism and the issuer.

International tourist movements represents all commercial transactions (services, goods) that precede, accompany and arising from international travel.

Next to these important notions in defining tourism industry should be noticed some more notions and their explanations. As per previous categories of traveling people here are some categories of type of tourism that could be realized.

Types of tourism means many forms of tourism classified by typical features of spending time in the destination. Here are the most known and important types of tourism but besides those there are a lot of other forms of tourism that people practice every day all over the world.

Seaside tourism is recreation by the sea, water sports (swimming, rowing, sailing, surfing, windsurfing).

Mountain tourism means mountain hiking, climbing, biking.

Sport tourism means winter sports – skiing, snowboarding, cross-country skiing summer sports, extreme sports (rafting, paragliding, sky diving, etc.), sport events (world championships)

Cultural tourism refers to visiting historical sites, buildings and monuments, visiting places of historical events, e.g. Colosseum (Rome), battles (Waterloo), catastrophes (Pompeii).

Health tourism means spas, fitness, relaxation, wellness.

Rural tourism or ecotourism means that besides relaxation people work in farms rearing animals, participating in farming processes, i.e. dairying, processing of vines, taking care of horses, etc.

Event and gastronomic tourism could be a related also to the cultural tourism in a way that means visiting places as theatre or beer festivals where the music is one of the main reasons for which people come also trying wines and meals of regions abroad.

Shopping tourism means to go for shopping abroad due to lower prices of goods.

Business tourism means that people travel internationally/nationally/regionally/locally for conferences, seminars, business trips.

The tourism industry is the component "offer" of the tourist market and includes all enterprises and facilities designed for production of services in a given country. The result output includes a set of specific facilities and services grouped in different variants in a single unit, valued at a specific ambience created by natural and anthropogenic factors of attraction in a city or country.

Culture is the characteristics and knowledge of a particular group of people, defined by everything from language, religion, cuisine, social habits, music and arts. The Center for Advance Research on Language Acquisition goes a step further, defining culture as shared patterns of behaviors and interactions, cognitive constructs and understanding that are learned by socialization. Thus, it can be seen as the growth of a group identity fostered by social patterns unique to the group.

The word "culture" derives from a French term, which in turn derives from the Latin "colere," which means to tend to the earth and grow, or cultivation and nurture. It shares its etymology with a number of other words related to actively fostering growth, told Cristina De Rossi, an anthropologist at Barnet and Southgate College in London.

Culture is, in the words of E.B. Tylor, "that complex whole which includes knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society." (Tylor 1871:1)

As a defining aspect of what it means to be human, culture is a central concept in anthropology, encompassing the range of phenomena that are transmitted through social learning in human societies. The word is used in a general sense as the evolved ability to categorize and represent experiences with symbols and to act imaginatively and creatively. This ability arose with the evolution of behavioral modernity in humans around 50,000 years ago. This capacity is often thought to be unique to humans, although some other species have demonstrated similar, though much less complex abilities for social learning. It is also used to denote the complex networks of practices and accumulated knowledge and ideas that are transmitted through social interaction and exist in specific human groups, or cultures, using the plural form. Some aspects of human behavior, such as language, social practices such as kinship, gender and marriage, expressive forms such as music, dance, ritual, religion, and technologies such as cooking, shelter, clothing are said to be cultural universals, found in all human societies. The concept material culture covers the physical expressions of culture, such as technology, architecture and art, whereas the immaterial aspects of culture such as principles of social organization (including, practices of political organization and social institutions), mythology, philosophy, literature (both written and oral), and science make up the intangible cultural heritage of a society.

Cultural Heritage is an expression of the ways of living developed by a community and passed on from generation to generation, including customs, practices, places, objects, artistic expressions and values. Cultural Heritage is often expressed as either Intangible or Tangible Cultural Heritage. As part of human activity Cultural Heritage produces tangible representations of the value systems, beliefs, traditions and lifestyles. As an essential part of culture as a whole, Cultural Heritage, contains these visible and tangible traces form antiquity to the recent past. Cultural Heritage is a wide concept. It is preferable to concentrate on the similarities between the various heritage sectors, instead of on their differences.

Cultural Heritage types. Cultural Heritage can be distinguished in:

Built Environment (Buildings, Townscapes, Archaeological remains)

Natural Environment (Rural landscapes, Coasts and shorelines, Agricultural heritage)

Artefacts (Books and Documents, Objects, Pictures).

Driving force behind all definitions of Cultural Heritage is: it is a human creation intended to inform (John Feather, 2006).

Tangible and Intangible Heritage

Having at one time referred exclusively to the monumental remains of cultures, cultural heritage as a concept has gradually come to include new categories. Today, we find that heritage is not only manifested through tangible forms such as artefacts, buildings or landscapes but also through intangible forms. Intangible heritage includes voices, values, traditions, oral history. Popularly this is perceived through cuisine, clothing, forms of shelter, traditional skills and technologies, religious ceremonies, performing arts, storytelling. Today, we consider the tangible heritage inextricably bound up with the intangible heritage. In conservation projects we aim to preserve both the tangible as well as the intangible heritage.

Another notion that represent cultural heritage is man-made products. Man- made tourism products are created by man for pleasure, leisure or business. Man- made tourism products include:

Cultural forms:

•Sites and areas of archaeological interest

•Historical buildings and monuments

•Places of historical significance

•Museums and art galleries

•Political and educational institutions

•Religious institutions

Cultural tourism is based on the mosaic of places, traditions, art forms, celebrations and experiences that portray the nation and its people, reflecting the diversity and character of a country. Garrison Keillor, in an address to the 1995 White House Conference on Travel & Tourism, best described cultural tourism by saying, "We need to think about cultural tourism because really there is no other kind of tourism. It's what tourism is…People don't come to America for our airports, people don't come to America for our hotels, or the recreation facilities…They come for our culture: high culture, low culture, middle culture, right, left, real or imagined – they come here to see America.” Two significant travel trends will dominate the tourism market in the next decade.

•Mass marketing is giving way to one-to-one marketing with travel being tailored to the interests of the individual consumer.

•A growing number of visitors are becoming special interest travellers who rank the arts, heritage and/or other cultural activities as one of the top five reasons for travelling. The combination of these two trends is being fuelled by technology, through the proliferation of online services and tools, making it easier for the traveller to choose destinations and customize their itineraries based on their interests. Today we can witness large masses of people travelling to foreign countries to become acquainted with the usages and customs, to visit the museums and to admire works of art. The combination of these two trends is being fuelled by technology, through the proliferation of online services and tools, making it easier for the traveller to choose destinations and customize their itineraries based on their interests. Today we can witness large masses of people travelling to foreign countries to become acquainted with the usages and customs, to visit the museums and to admire works of art. One way of hastening the beneficial effects resulting from tourism is to bring the cultural heritage into the economic circuit, thus justifying the investments made at the cost of the national community, for its preservation. Taking an economic view of the cultural heritage of a nation may not altogether be justified, considering that the preservation of its culture is one of the basic responsibilities of any community. But considering the financial obstacles especially for the developing countries, this may appear to be a rational approach. Hence mass tourism can contribute unique benefits to the exploiting of the cultural heritage of a nation and can serve indirectly to improve the individual cultural levels of both citizens and travellers. Cultural resources have another specific characteristic, which many tourists want to experience the exotic. There will be a great urge on the part of the tourist to visit and become acquainted with the ancient civilization in their quest for novel human knowledge. Culture means the prospect of contact with other civilizations, their original and varied customs and tradition with their distinct characteristics. This entire process creates a powerful motivator towards travel.

Various Museums also attract tourists like Madame Tussauds Museum in London, the Louvre Museum in Paris, Smithsonian Washington Museum, Museums of famous painters like Salvador Dali, Pablo Picasso, Natural History Museum, British Museum, Museum of Modern Art are also popular tourist products. Sites of archeological interest like remains of Mohenjodaro and Harrapan civilizations, museums for fossils and dinosaurs. Sites for historical interest like city of Hiroshima and Nagasaki, sites of holocaust in Germany, tombs of various leaders and emperors. Historical buildings like Warwick Castle, Tower of London, Stratford-on-Avon which is Shakespeare’s birthplace, the Roman Baths are all popular with tourists. Even historical cities like Varanasi in India get a lot of tourists due to its status as one of the oldest cities of the world. Stonehenge in United Kingdom, The White House, Buckingham Palace and other places of political significance, are also great tourist draws.

Traditions are an important component of cultural tourism is making up from:

•Pilgrimages

•Fairs and festivals

•Arts and handicrafts

•Dance

•Music

•Folklore

•Native life and customs

A pilgrimage is a term primarily used for a journey or a search of great moral significance. Sometimes, it is a journey to a sacred place or shrine of importance to a person's beliefs and faith. Members of every religion participate in pilgrimages. A person who makes such a journey is called a pilgrim. Secular and civic pilgrimages are also practiced, without regard for religion but rather of importance to a particular society. For example, many people throughout the world travel to the City of Washington in the United States for a pilgrimage to see the Declaration of Independence and the Constitution of the United States. British people often make pilgrimages to London to witness the public appearances of the monarch of the United Kingdom. A large number of people have been making pilgrimages to sacred religious places or holy places. This practice is widespread in many parts of the world. In the Christian world, for instance, a visit to Jerusalem or the Vatican is considered auspicious. Among Muslims, a pilgrimage to Mecca is considered a great act of faith. In India there are many pilgrimage centres and holy places belonging to all major religions of the world. India is among the richest countries in the world as far as the field of art and craft is concerned. Tourists like to visit and see the creative and artistic treasures of various countries. Every country has certain traditional arts like soap sculptures and batik of Thailand; gems and jewellery, tie and dye works, wood and marble carving in Indonesia; ivory, glasswork, hand block printing, sandalwood, inlay work; are some of the examples of traditional art that attract tourists. There are many forms of dance in the world like Salsa, Hip- Hop, Jazz, Flamingo, Ballet and Traditional Dances. People who travel like to watch these dance performances and sometimes even take some introductory classes.

Music can be either traditional or modern. Traditional music like folk music and classical and country music is specific to every region and country. Modern forms include Blues, Rock, Pop, Jazz, Rap, Techno and Hip- Hop. Music also adds to the attraction of a destination. Fairs and Festivals capture the fun loving side and bring out the joyous celebrations of the community. Festivals like Christmas, Easter, Thanksgiving, Eid, Ramadan, Diwali, and Holi and so on, also bring people to destinations where the celebration can be enjoyed. Some popular Fairs which cater to fun and work are Pushkar Mela in Rajasthan, Prêt fair in Paris, Magic Fair in Vegas for garments, Hong Kong Fashion Week and various job fairs where people are recruited.

The arts as part of cultural heritage like literature, music, painting and sculpture are essential in a peaceful co-habitation of the human species as it will offer them an alternative point of view. In presenting a different picture people will be more lenient in accepting differences in real life as well that in turn will stimulate mutual respect. That is why cultural heritage plays such a vital role in the democratization process.

Cultural heritage: without it we will lose our main source of self-expression and in the end our self-realization. The power of culture and heritage have long been undervalued. Together with Unesco Culture in Development finds that culture is imperative for the development of any society. I consider Culture and Heritage as basic needs. Development actors worldwide have been made progressively aware of the interlinkages between culture and development. Before, cultural heritage was merely looked at as a source of income. Recognizing culture as a dynamic and transformative force, they seek to explore culture as an indicator and facilitator of social development. Today, its role as an active agent of social transformation has been increasingly recognized.

Cultural tourism has a long history, and with its roots in the Grand Tour is arguably the original form of tourism. It is also one of the forms of tourism that most policy makers seem to be betting on for the future. The World Tourism Organization, for example, asserted that cultural tourism accounted for 37% of global tourism, and forecast that it would grow at a rate of 15% per year. Such figures are often quoted in studies of the cultural tourism market (e.g. Bywater, 1993), but are rarely backed up with empirical research. A recent study of the cultural consumption habits of Europeans (European Commission2002) indicated that people visited museums and galleries abroad almost as frequently as they did at home. This underlines the growing importance of cultural tourism as a source of cultural consumption. The generalization of cultural consumption on holiday, however, points to one of the main problems of defining cultural tourism.

Discussions about the growth of cultural tourism have ranged from the highly theoretical to extremely practical approaches. First I want to outline one of the most important theoretical issues, namely the development of culture and tourism in(post)modern societies. In theoretical terms, the relationship between tourism and culture illustrates that the current cultural tourism market represents the latest phase in a long standing process of convergence between culture and tourism. In the past, culture and tourism were seen as being separate spheres of social practice, undertaken by distinct social groups at specific times. As John Urry (1995) has noted, however, the barriers between culture and tourism are disappearing as a result of two parallel processes:

The culturisation of society

Everyday life is increasingly characterised by a de-differentiation of previously distinct social and cultural spheres, with the emergence of an economy of signs, the convergence of ‘high’ and ‘low’ culture, ‘art’ and ‘life’. Objects and people have become increasingly mobile, and boundaries between previously distinct cultures are increasingly being eliminated.

The culturisation of tourist practices

Tourism has attained a greater cultural content, most obviously through the growth of cultural tourism, but also through the increasing significance of signs in the production of tourist sites. Not only do tourists consume a wide range of signs during their holidays, but the signs attached to travel are increasingly produced and circulated by the cultural industries.

However, the number of people actually visiting cultural attractions has also grown, indicating a very practical outcome of the culturisation of society. According to the European Heritage Group, attendance at museums, historical monuments and archaeological sites has doubled between 1977 and 1997 (European Commission,1998). Other estimates indicate that between 1982 and 1995, the attendance at museums and monuments across Europe grew by about 25% (Richards, 1996).This growth in cultural tourism can be explained in terms of both demand side and supply side factors.

One reason why cultural tourism in particular is a useful development tool for so many regions is the fact that every place has culture it can develop – unlike the development of beach tourism, which requires at least a coastline. The plentiful supply of cultural objects can also create major funding problems relating to the upkeep of historic structures and cultural venues. The solution to the funding problem may also be seen in the development of cultural tourism.

No matter what culture a people are a part of, one thing is for certain, it will change. Culture appears to have become a key in our interconnected world, which is made up of so many ethnically diverse societies, but also riddled by conflicts associated with religion, ethnicity, ethical beliefs, and, essentially, the elements which make up culture, told De Rossi. But culture is no longer fixed, if it ever was. It is essentially fluid and constantly in motion. This makes it so that it is difficult to define any culture in only one way.

1.2 The stages of development of the global cultural tourism. Notions regarding tourism management

One of the main socio-economic phenomena of our century is to develop a rapid and remarkable continuity of domestic and international tourism, both at Earth and at regional level. Tourism, as an economy and socially phenomenon, has undergone significant growth outstanding development boom in the second half of the twentieth century. The desire to travel and to experience new places known since antiquity, although at first these were aimed mainly wishes of war, conquest of new territory or trade. Perhaps the first who wanted to travel a lot and have facilitated the trips were the ancient Greeks. The concluding contracts of mutual visits, friendly, with people of the same occupation, thus obtaining safety of the journey. The visitation agreement could inherit from father to son. They were thus involved relatively large masses of people to visit holy places, healing baths, to the places of festive games. Most important was the movement toward healing baths of Rome, the city with 854 popular baths and 14 luxury baths. The first tourist guide appearing in 1130 and written by Aimer Picaud, a French monk. Tourism, in the sense of visiting some places, is met in its first events at Marco Polo (XIII), then journeys of British aristocracy through Europe (XVIII), to David Livingstone in his famous journey through Africa (sec. XIX). The founder of organized tourism is considered Thomas Cook in 1841 that provides trips between Loughborough and Leicester by train. Over the time, are beginning to diversify the travel motivations, being outlined increasingly the tourism activity, due to religious activities, use of curative baths, traveling journeymen and students to universities, travel to new worlds etc. Parallel to increased passenger traffic were developed the hotels industry, communications, transportation, activities for tourism. Transformation of passenger traffic in tourism itself began with the eighteenth century and was manifested primarily by increasing the number of British travelers that specifically were heading to France, Switzerland, Italy. Over the years, tourism has taken various definitions, some focusing especially on the side of entertainment. Thus, M. Peyromaure Deborg defined tourism as "action, desire, art, of traveling for own pleasure". In 1880 Guy E. Frenler states that "tourism in the modern sense, is a phenomenon of our times, based on knowledge of the need to restore the health and environmental change, growing feeling for the beauty of nature, as a result of trade development, industry and improvement of means of transport.”

Tourism and National Development

Tourism emerged as a global phenomenon in the 1960s and the potential for tourism to generate economic development was widely promoted by national governments. They appreciated that tourism generated foreign exchange earnings, created employment and brought economic benefits to regions with limited options for alternative economic development. National tourism authorities were created to promote tourism and to maximize international arrivals. However, an awareness of the negative environmental, social and some other impacts also increased. The importance of economic benefits at the local level, environmental and social sustainability was also widely accepted. It was observed that tourism presents excellent opportunities for developing entrepreneurship, for staff training and progression and for the development of transferable skills. Tourism development focuses on national and regional master planning. It also focuses on international promotion, attracting inward investment. The primary concern has been with maximizing foreign exchange earnings. These earnings enable the government to finance debt and also to finance some investment in technology and other imports for economic development.

The Importance of Managerial and Economic Perspectives to the Study of Tourism

Now due to higher disposable incomes, increased leisure time and falling cost of travel, the Tourism industry has shown a very high growth and since tourism is a service industry it comprises of a number of tangible and intangible components. The tangible elements include transport systems – air, rail, road, water and now, space; hospitality services – accommodation, food and beverage, tours, souvenirs; and related services such as banking, insurance and safety and security. The intangible elements include: rest and relaxation, culture, escape, adventure, new and different experiences. As there are number of bodies involved the need arises for a management of services related to this industry and so the study of Tourism acquires a great practical necessity and usefulness. Tourism industry is very fast growing and this industry involves activities and interests of Transport Undertakings, Owners of Tourist Sites and Attractions, Various tourist Service Providers at the tourist destinations and Central and Local Government, etc. Each of these serves both the resident population and the tourists and their management must reconcile the needs of tourists with the needs of the resident population. So it becomes important to study tourism from the perspective of Management, since the management of various bodies in this industry is invaded.

1.3 General overview of the Italia’s cultural tourism and its touristic flow

Italia, or officially Republic of Italia is a unitary state and parliamentary republic, placed in Southern Europe. It has an area of 301.338 square km and has a temperate climate. Due to its shapes it is named Io Stivale nationally that mean “Boot”. With its 61 billion inhabitants it is placed on the fifth place as the most populated country from Europe. Nowadays, Italia is a highly developed country and is on the third place as the biggest economy from Europe zone and on the eighth globally by nominal GDP.

The Italian art cities are some of the most-visited destinations in international cultural tourism. Rich in monuments, churches, castles, museums, and historic dwellings, Italy’s cities of art are an ideal target for low-season tourism, fulfilling a desire to know them any time of the year.

Of course, many are Italy’s art cities: Turin, Milan, Venice, Bologna, Ferrara, Florence, Perugia, Rome, Naples, and Palermo, just to name a few. Almost all of them preserve an important historic, artistic and architectonic heritage that narrates the succession of century after century. Rich in signs of the events of the men who moved about in them – Italy’s art cities were often the seats of governments and principalities, and the stages for the events that changed the course of history. More specifically these cities, due to their particular relationship with various axes of power, were made over several times – i.e. as residences of princes, dukes, popes, kings and emperors. Frequently characterized as an urban textile that preserves the original framework, such as a Roman stronghold or a Medieval borgo, Italy's art cities represent vestiges that each seem to be frozen in different times – some even seem to straddle the divide between more than one historical period, perhaps not having completed the transformation initiated by one conqueror or another. Marked by the initiatives of great artists and patrons, these cities are not only the repositories of poignant artistic expressions, but are themselves true masterpieces of art. Open-air museums that can be enjoyed and admired on foot – these cities offer modern and inspiring itineraries for discovering shops and artisan workshops, markets and fairs, festivals and theatrical events that are a great blessed union of traditions, culture and excitement.

Italy has been, since antiquity, the centre of history, culture and art. Our museums, collections and archaeological sites reveal countless tokens of the past and the many civilizations that have passed across this country, evidence of which is still inextricably woven into the present day landscape.

Artistic wonders can be found everywhere, and every corner of the country holds countless and wonderful surprises. Our artistic and cultural heritage is one of the most valuable in the world. Italy has more cultural UNESCO World Heritage Sites than any other country. Rome, Florence, Assisi, Venice, Siena, Pisa, and Naples are its most renowned cities of art, but the whole country can boast towns of breathtaking beauty, as these numbers demonstrate: 95,000 monumental churches, 40,000 forts and castles, 30,000 historical residences with 4,000 gardens, 36,000 archives and libraries, 20,000 historical cities and towns, 5,600 museums and archaeological sites, and 1,500 convents. Tourists can explore and discover the private residences of ancient and noble families; visit world famous museums such as the Uffizi Gallery in Florence, the Capitoline Museums in Rome, or the Brera Art Gallery in Milan; explore impressive archaeological sites, such as Pompei and Herculaneum, to immerse themselves in an exciting, grandiose past. That is by no means all – there are numerous cultural, artistic, and musical events that animate Italian life. Italy offers a rich combination of masterpieces from different areas, blending landscape and culture, history and art, architecture and city planning – it offers an exciting journey through time, from the Ancient Greeks and Romans to the present day, which is also filled by a wealth of art and culture.

Italy is a nation that hosts unique and fascinating events of international resonance throughout the year, providing innumerable opportunities for experiencing intense emotions.

Art exhibitions are inspired by over a thousand years of heritage, and events such as the Venice Biennale with its design and contemporary art focus, are flanked and alternate with theatre and ballet performances. For music lovers, the festivals and operatic seasons offered by Milan’s La Scala and the Verona Arena are unique. Italy is a synonym for music and art in every form. But that’s not all. It offers a wide range of traditional and modern cultural events, such as literary festivals or the many Carnivals held, most notably in Venice, but also in many other regions, and the various historical and religious representations that fill Italy with fantasy and vitality throughout the year. Italy is also a natural film set. Its beautiful scenery makes it the perfect background for every kind of film production: From its metropolises, to its Renaissance palaces, and amazing natural landscapes.

Italy is an ensemble of art, culture, natural landscapes, traditions, magic…in a word, diversity. Enjoy Italy and its daily, countless events!

Italy counts 50 UNESCO World Heritage Sites within its borders, the most of any country on the World Heritage List. The Convention Concerning the Protection of the World Cultural and Natural Heritage, adopted by the UNESCO General Conference on November 16, 1972, states that the organization is the official designator of these sites. The goal of the Convention is to identify, according to precise criteria, areas, zones and places containing unique characteristics, of particular importance in regards to culture, archaeology, environment or landscape. Italy’s World Heritage Sites are well-known. The Dolomites; The City of Verona; Ferrara and the Po River Delta; the Historic Centers of San Gimignano, Florence and Rome; Hadrian's Villa and the Villa D’Este at Tivoli; the archaeological area of Pompeii, Herculaneum and Torre Annunziata; the Sassi (rupestrian architecture and churches) of Matera; the Amalfi Coast and the Aeolian Islands are just some among many others. All 50 sites have been, at one time or another, travel destinations for those seeking out history, art and culture in the Bel Paese. Renewed efforts by the Institutes to preserve these sites include the call to everyone to get to know them better. Here, you can begin a virtual journey into some of the most fascinating among them, those that evoke an experience rich in life, passions, and dreams.

With more than 47.7 million tourists a year (2013), Italy is the fifth highest tourist earner, and fifth most visited country in the world, behind France (84.7 million (2013)), United States (69.8 million (2013)), Spain (60.7 million (2013)) and China (55.3 million (2013)). People mainly visit Italy for its rich art, cuisine, history, fashion and culture, its beautiful coastline and beaches, its mountains, and priceless ancient monuments. Italy also contains more World Heritage Sites than any other country in the world.

Tourism is one of Italy's fastest growing and most profitable industrial sectors, with an estimated revenue of € 136.1 billion. Here are regions and the most visited cities in these regions.

Northwest Italy. Regions: Piedmont, Liguria, Lombardia and Valle d'Aosta

Home of the Italian Riviera, including Portofino, and of Cinque Terre. There are many historic cities in this part of Italy such as Turin, the manufacturing capital of Italy, Milan, the business and fashion capital of the country, Bergamo, with its medieval city-center and the important port of Genoa which share the region's visitors with beautiful landscapes like the Lake Garda and the Lake Como.

Northeast Italy.Regions: Emilia-Romagna, Friuli-Venezia Giulia, Trentino-Alto Adige/Südtirol and Veneto.

This part of Italy also boasts several important tourist attractions, such as the canal-filled city of Venice, the cities of Verona, Vicenza, Padua, Trento, Bolzano, Bologna, Ferrara, Piacenza, Parma, Ravenna and Trieste. There are also several mountain ranges such as the Dolomites, the Carnic and Julian Alps and first-class ski resorts like Cortina d'Ampezzo and Madonna di Campiglio. These four regions offer much to see and do. The area has a unique cuisine, including wines and dishes such as Prosecco and Tiramisu in Veneto and Cotechino, Ragu and Parma ham in Emilia Romagna, San Daniele ham and D.O.C. wines in Valpolicella, Lake Garda, Valdobbiadene, Trentino and Friuli-Venezia Giulia.

Central Italy. Regions: Lazio, Abruzzo, Marche, Tuscany and Umbria

This area is possibly the most visited in Italy and contains many popular attractions. Rome boasts the remaining wonders of the Roman Empire and some of the world's best known landmarks such as the Colosseum. Florence, regarded as the birthplace of the Italian Renaissance, is Tuscany's most visited city, whereas nearby cities like Siena, Pisa, and Lucca also have rich cultural heritages. Umbria's population is small but it has many important cities such as Perugia and Assisi. The natural parks of Abruzzo, the greenest region in Europe, include the Abruzzo National Park, the National Park of Gran Sasso and Monti della Laga the Maiella National Park and Sirente-Velino Regional Park which attract thousands of visitors due to more than 30 protected Nature Reserves and the presence of 75% of all Europe's living species. The major Abruzzo's cities rich of art are L'Aquila, Pescara, Chieti, Teramo, Vasto, Lanciano, Atri, Ortona, Francavilla al Mare, Avezzano, Sulmona, Penne, Guardiagrele and Città Sant'Angelo.

Southern Italy. Regions: Apulia, Basilicata, Calabria, Campania and Molise.

Naples is the most visited city in the area, and the ruins of Pompeii are the most visited sights. Other important tourist destinations include the Amalfi Coast and Ravello, Apulia, which includes the historic town of Lecce and villages composed of trulli, and the beaches and sights of Calabria, as well as up-and-coming agritourism make this less visited region become increasingly popular.

Sicily. The largest island in the country is a diverse and popular tourist island, famous for its archaeology, seascape and unique Sicilian cuisine.

Sardinia. Sardinia is a large island some 250 kilometers west of the Italian coastline. It includes several popular tourist attractions and has several beaches and archaeological ruins.

Calabria. Despite the wonderful seas that surround Calabria and the cultural and historical heritage, Calabria hasn't attracted many tourists. An example of cities with big historical heritage are Sibari, which has the "Sibari archeological site" that actually shows the ruins of the 3000 year old city of Magna Graecia "Sybaris" and Rossano, on the Jonio sea which has the Codex Purpureus, a 5th-century gospel, wonderful sea and even mountains. On Tirrenian sea we find Tropea, with wonderful sea and Pizzo Calabro, famous in Italy for its particular ice cream. Then there's Reggio Calabria; the poet Gabriele d'Annunzio said that Reggio Calabria has the best kilometer in Italy. He was talking about Reggio Calabria's promenade.

There are some cities that are most visited by tourists.

Rome. Rome is one of the most visited cities in the world, with an average of 7-10 million tourists a year. The Colosseum (4 million tourists) and the Vatican Museums (4.2 million tourists) are the 39th and 37th (respectively) most visited places in the world, according to a recent study. Other main sights in the city include the Pantheon, the Trevi Fountain, Piazza Navona, St Peter's Basilica, the Roman Forum, Castel Sant'Angelo, the Basilica of St. John Lateran, the Spanish Steps, Villa Borghese park, Piazza del Popolo, the Trastevere and the Janiculum. In 2005 the city registered 19.5 million of global visitors, up of 22.1% from 2001, and also, in 2006 Rome has been visited by 6.03 million of international tourists, reaching the 8th place in the ranking of the world's 150 most visited cities.

Milan. Milan is one of EU's most important tourist destinations, and Italy's second; with 1.902 million arrivals in 2007 and 1.914 million in 2008, it places itself 42nd and 52nd respectively, most visited city in the world. According to a particular source, 56% of international visitors to Milan are from Europe, whilst 44% of the city's tourists are Italian, and 56% are from abroad. The most important European Union markets are the United Kingdom (16%), Germany (9%) and France (6%). According to the same study, most of the visitors who come from the USA to the city go on business matters, whilst Chinese and Japanese tourists mainly take up the leisure segment. The city boasts several popular tourist attractions, such as the city's Duomo and Piazza, the Teatro alla Scala, the San Siro Stadium, the Vittorio Emanuele II Gallery, the Sforza Castle, the Pinacoteca di Brera and the Via Monte Napoleone. Most tourists visit sights such as Milan Cathedral, the Sforza Castle and the Teatro alla Scala, however, other main sights such as the Basilica of Sant'Ambrogio, the Navigli and the Brera district are less visited and prove to be less popular. The city also has numerous hotels, including the ultra-luxurious Town House Galleria, which is the world's first seven-star hotel, ranked officially by the Société Générale de Surveillance, and one of The Leading Hotels of the World. The average stay for a tourist in the city is of 3.43 nights, whilst foreigners stay for longer periods of time, 77% of which stay for a 2-5 night average. Of the 75% of visitors which stay in hotels, 4-star ones are the most popular (47%), whilst 5-stars, or less than 3-stars represent 11% and 15% of the charts respectively.

Other cities.

Bologna—home of the first university in the western world. This city has a rich history, culture, and technology. Bologna is well known for its cuisine.

Florence (Firenze)—the city of Renaissance. This city is known for its architecture and art and for the impact it has had throughout the world. Florence is also home to Michelangelo's famous statue of David. Home to many other well-known museums of art.

Genoa (Genova)—it was one of the most important medieval maritime republic. Very wealthy and diverse city. Its port brings in tourism and trade, along with art and architecture. Genoa is birthplace of Columbus and jeans.

Naples (Napoli)—is one of the oldest cities of the western world, with a historic city centre that is a UNESCO World Heritage Site. Naples is also near the famous volcano Vesuvius and the ruins of the ancient Roman towns of Pompeii and Ercolano.

Pisa—one the medieval maritime republic, is home to the unmistakable image of the Leaning Tower of Pisa. Very touristy city. Streets are filled with vendors who will try to sell you anything. Famous too for the University "La Normale".

Turin (Torino)—first capital of Italy, after being the capital of Kingdom of Sardinia (actually Piedmont-centred), what had promoted national reunification. Home of the FIAT, the most important industry in Italy. Turin is a well-known industrial city, based on the aerospace industry and, of course, automobile industry. Home of the 2006 Winter Olympics. Home of the Juventus Football Club.

Venice (Venezia)—known for its history (the most important, beside Genoa and Pisa, of the medieval maritime republics), art, and world famous canals. One of the most beautiful cities in Italy; it is home to Island of Murano, which is famous for its hand-blown glass. St. Mark's Square is where most of the tourists are and can get very crowded in the summertime.

Tourism accounts for 3.5% of Italy’s GDP, a level that has remained almost constant since 2004. Over that period, however, employment in the industry has risen from 4.6% of total employment to 5.2% (See Table A1.1). There are approximately 1.3 million people employed in the hotel and restaurants sectors alone (See Table A1.2).

Italy is one of the world’s largest tourist destinations, receiving 73.2 million visitors in 2010. The main origin markets for foreign tourism to the country were Switzerland, Germany, France, Austria and Slovenia, although arrivals from Germany are 9.2% down on the peak year of 2004. Italians made 55.3 million trips abroad in 2010, 37% more than in 2004 (See Table A1.3), (See Table A1.4).

In 2010, statistic data indicate that in Italy the value added in tourism accounted for EUR 82.8 million, 6% of the total value added in the whole economy. The contribution of tourism to employment- including direct, indirect and induced effects- was 13.8% of the total in 2011.

As being the one of the most important international tourism destination, Italy earns 76.3 million foreign visitors in 2012, up 7.9% over the four years from 2008. Italians made 53.3 million trips abroad in 2012, 2% fewer than in 2008.

International tourism spending in Italy from 2012 to 2014 (in billion euros). This statistic shows international tourism spending in Italy from 2012 to 2014. In 2013 international visitors spent 33.3 billion euros in Italy, compared to 32.6 billion euros in 2012 (See Figure A1.5), (See Table 1.6).

In 2013 inbound tourism flows increased to 51 million trips and reached value sales of €34.3 billion. The most important countries in terms of expenditure were Germany, the US, France and the UK.

It is expected that over the forecast period inbound tourism flows in Italy will continue to increase, reaching 58 million trips and value sales of €39.7 billion at constant 2013 prices by 2018. Growth is expected to come mainly from emerging countries, given their increased ability to spend and travel outside their country of origin.

While the country experienced a decline in domestic tourism in 2011, inbound tourism continued to boom. Inbound tourism growth remained strong through the 2008 financial crisis and has remained robust even through the current debt crisis faced by the country, a testimony to Italy's popularity among international travelers. Outbound tourism also rebounded after a minor downturn in 2009 to record positive growth during the review period.

Key Highlights:

– Italy's inbound tourist arrival numbers remained robust despite the global financial meltdown in 2008 and the current debt crisis that is gripping Italy and the EU. Inbound tourist arrivals increased from 71.2 million in 2007 to 75.4 million in 2011, at a CAGR of 1.46%. Europe continues to be the largest source of inbound tourists with 68.6 million arrivals in 2011, followed by North America with 3.4 million.

– Italy has a rich cultural and artistic legacy, which is reflected in the monumental churches, forts and castles, historical residences with gardens, archives and libraries, historical cities and towns, museums and archaeological sites, and convents located across the country.

– Italy is a famous destination for tourists seeking cultural heritage tourism, as it has more UNESCO World Heritage Sites than any other listed country. Rome, Florence, Assisi, Venice, Siena, Pisa, Naples and Turin are its most renowned cities for art.

– The Italian Government authority responsible for tourism is the Department for Development and Competitiveness of Tourism at the Prime Minister's Office, and is under the authority of the Minister of Tourism.

– The accommodation sector accounted for the largest share of domestic tourist expenditure (46.2%) in 2011, followed by retail with 18.3% and foodservice with 16.9%.

– The hotel market in Italy was negatively impacted by the debt crisis in the Eurozone. In 2009 its total revenue, including room revenue and non-room revenue, registered a decline of 10.5% compared to 2008, while revenue per available room (RevPAR) declined at a rate of 13.3%. However, the market recovered quickly with an improvement in global economic conditions.

– Italy is ranked 30th for its air transport infrastructure by the World Economic Forum, in its Travel & Tourism Competitiveness Report 2011.

– The Italian hotel sector is the second biggest hotel network in the world. It is second only to the US, and remains a leader in Europe and the Mediterranean region.

II. THE ASSESSMENT OF THE CULTURAL TOURISTIC POTENTIAL OF ROME AND LAZIO REGION

2.1 General data about Rome and its cultural tourism

Rome is a city and special comune (named "Roma Capitale") in Italy. Rome is the capital of Italy and region of Lazio (See Figure A2.1). With 2.9 million residents in 1,285 km2, it is also the country's largest and most populated comune and fourth-most populous city in the European Union by population within city limits. The Metropolitan City of Rome has a population of 4.3 million residents. The city is located in the central-western portion of the Italian Peninsula, within Lazio (Latium), along the shores of Tiber river. Vatican City is an independent country within the city boundaries of Rome, the only existing example of a country within a city: for this reason Rome has been often defined as capital of two states. Rome has the status of a global city. In 2011, Rome was the 18th-most-visited city in the world, 3rd most visited in the European Union, and the most popular tourist attraction in Italy. Its historic centre is listed by UNESCO as a World Heritage Site. Monuments and museums such as the Vatican Museums and the Colosseum are among the world's most visited tourist destinations with both locations receiving millions of tourists a year. Rome hosted the 1960 Summer Olympics and is the seat of United Nations' Food and Agriculture Organization (FAO).

Districts. Central Rome. Rome can be divided into several districts: the so-called historical centre is quite small – only around 4% of the city area – but it's the place in which most of the tourist attraction are located.

Districts are explained below:

Modern Centre. Where many of the hotels are, as well as shopping and dining galore along the via Veneto; home to the areas around the Quirinal, Trevi fountain, piazza Barberini, Castro Pretorio and piazza della Repubblica.

Old Rome. The Renaissance-era centre of the city, with beautiful squares, cathedrals, the Pantheon, and plenty of laid-back dining; includes piazza Navona, piazza Campo de' Fiori, and the (former) Jewish Ghetto.

Vatican. The independent Vatican City and its endless treasure troves of sights, relics and the Vatican Museums – as well as the surrounding Italian districts of Borgo, Prati and Monte Mario.

Colosseo. The heart of ancient Rome, the Colosseum, the Imperial Fora and the Markets of Trajan, the Capitoline hill and its museums.

North Centre. Situated in the northern part of Rome, it is home to the Villa Borghese, the Spanish Steps, and the elegant districts of Parioli and Salario.

Trastevere. The charming district south of the Vatican, on the west bank of the Tiber, full of narrow cobbled streets and lonely squares that served as the inspiration for artists such as Giorgio de Chirico. Now arguably the centre of Rome's artistic life.

Aventino-Testaccio. Off-the-beaten-path districts of Rome with plenty of surprises waiting for interested travellers, as well as some truly great food.

Esquilino-San Giovanni. South of Termini, with an indoor market, piazza Vittorio Emanuele II and the Cathedral of Rome – Saint John in Lateran.

Nomentano. The districts "behind" the train station. Vibrant night life in San Lorenzo.

Outskirts. North. The vast suburban areas to the north of the centre

South. Home to the Appian Way park, several catacombs, Fascist monumental architecture in the EUR district and extensive suburbs.

Ostia. A Roman district (not a separate town!) with a view to the sea and several beach resorts. Home to the ruins of Ostia antica, ancient Rome's harbour.

Situated on the river Tiber, between the Apennine mountains and the Tyrrhenian Sea, the "Eternal City" was once the administrative centre of the mighty Roman Empire, ruling over a vast territory that stretched all the way from Britain to Mesopotamia. Today, the city is the seat of the Italian government and home to numerous ministerial offices. Rome has 2.6 million inhabitants while its metropolitan area is home to around 4.2 million.

Architecturally and culturally, Rome has some contrasts – you have areas with pompously huge majestic palaces, avenues and basilicas which are then surrounded by tiny alleyways, little churches and old houses; you may also find yourself walking from a grand palace and tree-lined elegant boulevard, into a small and cramped Medieval-like street.

The abbreviation "S.P.Q.R" – short for the old motto of the Roman Republic Senatus Populusque Romanus ("The Senate and People of Rome") – is ubiquitous in Rome, being also that of Rome's city council; a humorous variation is "Sono pazzi questi romani" (these Romans are crazy).

Rome enjoys a Mediterranean climate with cool, humid winters and hot, dry summers. Its average annual temperature is above 20 °C (68 °F) during the day and 10 °C (50 °F) at night. In the coldest month – January, the average temperature is 12 °C (54 °F) during the day and 3 °C (37 °F) at night. In the warmest months – July and August, the average temperature is 30 °C (86 °F) during the day and 18 °C (64 °F) at night. December, January and February are the coldest months, with average temperatures around 12.5 °C (54.5 °F) during the day and 3.6 °C (38.5 °F) at night. Temperatures generally vary between 10 and 15 °C (50 and 59 °F) during the day and between 3 and 5 °C (37 and 41 °F) at night, with colder or warmer spells occurring frequently. Snowfall is rare but not unheard of, with light snow or flurries occurring almost every winter, generally without accumulation, and major snowfalls once every 20 or 25 years (the last one in 2012). The average relative humidity is 75%, varying from 72% in July to 77% in November. Sea temperatures vary from a low of 13 °C (55 °F) in February and March to a high of 24 °C (75 °F) in August (See Table A 2.2). For two weeks in August, many of Rome's inhabitants used to shut up shop and go on their own vacations; today, however, things have changed – many shops and restaurants (especially those located in the historical centre that cater to tourists) are open in summer. On the other hand, the ones located in residential areas do close. The temperature in the city at this time of year is not particularly pleasant: if you do travel to Rome at this time, you might see chiuso per ferie (closed for holidays) signs on many establishments. Even in these weeks the city is very beautiful and you will always be able to find somewhere to eat.

The Culture of Rome refers to the arts, high culture, language, religion, politics, libraries, cuisine, architecture and fashion in Rome, Italy. Rome was supposedly founded in 753 BC and eversince has been the capital of the Roman Empire, one of the main centres of Christianity, the home of the Roman Catholic Church and the seat of the Italian Republic. Due to its historical and social importance, Rome is often nicknamed the Caput Mundi, or "capital of the world".

Rome today is one of the most important tourist destinations of the world, due to the incalculable immensity of its archaeological and artistic treasures, as well as for the charm of its unique traditions, the beauty of its panoramic views, and the majesty of its magnificent "villas" (parks). Among the most significant resources are the many museums – (Musei Capitolini, the Vatican Museums, Galleria Borghese, including those dedicated to modern and contemporary art and great many others) – aqueducts, fountains, churches, palaces, historical buildings, the monuments and ruins of the Roman Forum, and the Catacombs. Rome is the 3rd most visited city in the EU, after London and Paris, and receives an average of 7–10 million tourists a year, which sometimes doubles on holy years. The Colosseum (4 million tourists) and the Vatican Museums (4.2 million tourists) are the 39th and 37th (respectively) most visited places in the world, according to a recent study.

Rome is a major archaeological hub, and one of the world's main centres of archaeological research. There are numerous cultural and research institutes located in the city, such as the American Academy in Rome, and The Swedish Institute at Rome, to name a few. Rome contains numerous ancient sites, including the Forum Romanum, Trajan's Market, Trajan's Forum, the Colosseum, and the Pantheon, to name but a few. The Colosseum, arguably one of Rome's most iconic archaeological sites, is regarded as a wonder of the world.

Rome contains a vast and impressive collection of art, sculpture, fountains, mosaics, frescos, and paintings, from all different periods. Rome first became a major artistic centre during ancient Rome, with forms of important Roman art such as architecture, painting, sculpture and mosaic work. Metal-work, coin die and gem engraving, ivory carvings, figurine glass, pottery, and book illustrations are considered to be 'minor' forms of Roman artwork. Rome later became a major centre of Renaissance art, since the popes spent vast sums of money for the constructions of grandiose basilicas, palaces, piazzas and public buildings in general. Rome became one of Europe's major centres of Renaissance artwork, second only to Florence, and able to compare to other major cities and cultural centres, such as Paris and Venice. The city was affected greatly by the baroque, and Rome became the home of numerous artists and architects, such as Bernini, Caravaggio, Carracci, Borromini and Cortona, to name a few. In the late 18th century and early 19th century, the city was one of the centres of the Grand Tour, when wealthy, young English and other European aristocrats visited the city to learn about ancient Roman culture, art, philosophy and architecture. Rome hosted a great number of neoclassical and rococo artists, such as Pannini and Bernardo Bellotto. Today, the city is a major artistic centre, with numerous art institutes and museums.

Rome has a growing stock of contemporary and modern art and architecture. The National Gallery of Modern Art has works by Balla, Morandi, Pirandello, Carrà, De Chirico, De Pisis, Guttuso, Fontana, Burri, Mastroianni, Turcato, Kandisky, Cézanne on permanent exhibition. 2010 sees the opening of Rome's newest arts foundation, a contemporary art and architecture gallery designed by acclaimed Iraqi architect Zaha Hadid. Known as MAXXI – National Museum of the 21st Century Arts it restores a dilapidated area with striking modern architecture. Maxxi features a campus dedicated to culture, experimental research laboratories, international exchange and study and research. It is one of Rome's most ambitious modern architecture projects alongside Renzo Piano's Auditorium Parco della Musica and Massimiliano Fuksas' Rome Convention Center, Centro Congressi Italia EUR, in the EUR district, due to open in 2011. The Convention Center features a huge translucent container inside which is suspended a steel and teflon structure resembling a cloud and which contains meeting rooms and an auditorium with two piazzas open to the neighbourhood on either side.

Rome is also widely recognised as a world fashion capital. Although not as important as Milan, Rome is the world's 4th most important center for fashion in the world, according to the 2009 Global Language Monitor after Milan, New York and Paris, and beating London. Major luxury fashion houses and jewellery chains, such as Bulgari, Fendi, Laura Biagiotti and Brioni (fashion), are headquartered or were founded in the city. Also, other major labels, such as Chanel, Prada, Dolce & Gabbana, Armani and Versace have luxury boutiques in Rome, primarily along its prestigious and upscale Via dei Condotti.

Lazio is in central Italy, on the western coast (See Figure A3.1). The region was formerly known to English travellers by its Roman name, Latium, although this version of the name is now rarely used. A major port of call on the Grand Tour, when 18th century travellers explored its scenic villages, Lazio is now largely overlooked in favour of its capital, Rome. Lazio, sometimes referred to in English as Latium, is one of the 20 administrative regions of Italy, situated in the central peninsular section of the country. With about 5.7 million residents and a GDP of more than 170 billion euros, Lazio is the third most populated region of Italy, and has the second largest economy of the nation. Its capital is Rome, capital and largest city of Italy.

Lazio comprises a land area of 17,236 km2 (6,655 sq mi) and it has borders with Tuscany, Umbria, and Marche to the north, Abruzzo and Molise to the east, Campania to the south, and the Tyrrhenian Sea to the west. The region is mainly flat and hilly, with small mountainous areas in the most eastern and southern districts.

The coast of Lazio is mainly composed of sandy beaches, punctuated by the headlands of Circeo (541 m) and Gaeta (171 m). The Pontine Islands, which are part of Lazio, lie opposite the southern coast. Behind the coastal strip, to the north, lies the Maremma Laziale (the continuation of Tuscan Maremma), a costal plain interrupted at Civitavecchia by the Tolfa Mountains (616 m). The central section of the region is occupied by the Roman Campagna, a vast alluvial plain surrounding the city of Rome, with an area of approximately 2,100 km2 (811 sq mi). The southern districts are characterized by the flatlands of Agro Pontino, a once swampy and malarial area that was reclaimed over the centuries. This region has different yet complementary features, unblemished sceneries and spectacular horizons among the towns. Visitors can enjoy incredibly beautiful views, like Villa Borghese in Rome, the Italian capital.

Villa Borghese is the most famous city park for walking or cycling. It represents an unparalleled experience between art, containing the Borghese Gallery with its masterpieces, and the nature surrounding it, including lakes and ancient trees. Lazio is also full of spas, whose history is bound to the several thermal water springs that had great success in the Republican Age and continued to be used in the Imperial Age. The Romans built sumptuous thermal baths and we can still admire their vestiges around the territory; first of all, the Terme di Caracalla (now in a state of magnificent ruins) in the heart of Rome.

Tivoli is another spa, but its fame is mainly due to the artistic beauties it contains, like Villa D’Este, with its splendid fountains, gardens and magnificent palace of the Renaissance, and Villa Adriana, the ancient residence of emperor Hadrian. The two villas are on the UNESCO World Heritage List.

For those who prefer the sea, this region offers some pearls such as Gaeta, Sabaudia, San Felice Circeo, Sperlonga and the Islands of Ponza and Ventotene, while those who love lakes will enjoy Bracciano, an enchanting stretch of water encircled by the intense green of the surrounding nature and overlooked by a magnificent 16th-Century castle. Walking along the Medieval streets of the villages by the shores of the lake, visitors can feel that these places are not only bound to the Roman Empire, but were also the theatre of various historical periods. Lake Bolsena, in the area of Viterbo, gives us an example of it, as it is the biggest volcanic lake in Europe and encloses two islands, Bisentina and Martana. This lake combines the charm of lush nature and splendid views with the history and traces left by the Etruscans, Romans and successive populations.

Finally, mountain lovers will not be left disappointed by Lazio, thanks to the ski resorts of Terminillo, Livata and Campo Staffi. This land evokes memories of unrivalled places and intense emotions, but also a clear perception of the relentless march of time, that justifies the attempts of our ancestors to challenge time and leave us their remembrance. The provinces of the region are: Rome (regional capital), Frosinone, Latina, Rieti and Viterbo.

2.2 Touristic infrastructure and cultural heritage

Getting to know and discovering Lazio is like leafing through a history book; each page is connected to the other by a series of events that left their mark. This is Rome, the “Eternal City” in the eyes of visitors; it includes a series of traces to follow in order to reconstruct the course of history. First stop in the heart of Rome is the solemn Flavian amphitheatre, better known as the Colosseum. The Colosseum or Coliseum, also known as the Flavian Amphitheatre is an elliptical amphitheatre in the centre of the city of Rome, Italy. Built of concrete and stone, it is the largest amphitheatre in the world, and is considered one of the greatest works of architecture and engineering. The Colosseum could hold, it is estimated, between 50,000 and 80,000 spectators, and was used for gladiatorial contests and public spectacles such as mock sea battles, animal hunts, executions, re-enactments of famous battles, and dramas based on Classical mythology. The building ceased to be used for entertainment in the early medieval era. It was later reused for such purposes as housing, workshops, quarters for a religious order, a fortress, a quarry, and a Christian shrine. Although in the 21st century it stays partially ruined because of damage caused by devastating earthquakes and stone-robbers, the Colosseum is an iconic symbol of Imperial Rome. It is one of Rome's most popular tourist attractions and has close connections with the Roman Catholic Church, as each Good Friday the Pope leads a torchlit "Way of the Cross" procession that starts in the area around the Colosseum. In 2007 the complex was included among the New7Wonders of the World, following a competition organized by New Open World Corporation (NOWC). The Colosseum is also depicted on the Italian version of the five-cent euro coin (See Figure A3.2), (See Figure A3.3).

The Via dei Fori Imperiali (formerly Via dell'Impero) is a road in the centre of the city of Rome, Italy, that runs in a straight line from the Piazza Venezia to the Colosseum. Its course takes it over parts of the Forum of Trajan, Forum of Augustus and Forum of Nerva, parts of which can be seen on both sides of the road. Since the 1990s, there has been a great deal of archeological excavation on both sides of the road, as significant Imperial Roman relics remain to be found underneath it (See Figure A3.4), (See Figure A3.5). Via dei Fori Imperiali leads along the most important archeological itinerary, a unique set of temples, basilicas, public and sacred buildings and the Roman Forum standing out of the surrounding lush vegetation. The archaeological finds and highly valuable works that were discovered during the excavations are kept in the Capitoline Museums, on the Campidoglio, the acropolis of ancient Rome. The Capitoline Museums (Italian: Musei Capitolini) are a group of art and archeological museums in Piazza del Campidoglio, on top of the Capitoline Hill in Rome, Italy. The historic seats of the museums are Palazzo dei Conservatori and Palazzo Nuovo, facing on the central trapezoidal piazza in a plan conceived by Michelangelo Buonarroti in 1536 and executed over a period of more than 400 years. The history of the museums can be traced to 1471, when Pope Sixtus IV donated a collection of important ancient bronzes to the people of Rome and located them on Capitoline Hill. Since then, the museums' collection has grown to include a large number of ancient Roman statues, inscriptions, and other artifacts; a collection of medieval and Renaissance art; and collections of jewels, coins, and other items. The museums are owned and operated by the municipality of Rome. The statue of a mounted rider in the centre of the piazza is of Emperor Marcus Aurelius. It is a copy, the original being housed on-site in the Capitoline museum. Many Roman statues were destroyed on the orders of Christian Church authorities in the Middle Ages; this statue was preserved in the erroneous belief that it depicted the Emperor Constantine, who made Christianity the official state religion of the Roman empire. Open to the public in 1734 under Clement XII, are considered the first museum in the world, understood as a place where art could be enjoyed by all and not only by the owners (See Figure A3.6).

Not far from there is the Theatre of Marcellus and the famous Mouth of Truth, a marble carving representing the face of a faun near the Church of Santa Maria in Cosmedin; this mouth, according to legend, swallows the hands of liars. The Theatre of Marcellus (Latin: Theatrum Marcelli, Italian: Teatro di Marcello) is an ancient open-air theatre in Rome, Italy, built in the closing years of the Roman Republic. At the theatre, locals and visitors alike were able to watch performances of drama and song. Today its ancient edifice in the rione of Sant'Angelo, Rome, once again provides one of the city's many popular spectacles or tourist sites (See Figure A3.7).

The following sightseeing in placed on the banks of the Tiber- The Castel Sant’Angelo, a mausoleum for the Emperor Hadrian, a shelter for popes and a prison. The Mausoleum of Hadrian, usually known as Castel Sant'Angelo (English: Castle of the Holy Angel), is a towering cylindrical building in Parco Adriano, Rome, Italy. It was initially commissioned by the Roman Emperor Hadrian as a mausoleum for himself and his family. The building was later used by the popes as a fortress and castle, and is now a museum. The Castel was once the tallest building in Rome (See Figure A3.8).

Via della Conciliazione (Road of the Conciliation) is another sightseeing that connects more cultural heritages. Is a street in the Rione of Borgo within Rome, Italy. Roughly 500 metres (1,600 ft) in length, it connects Saint Peter's Square to the Castel Sant'Angelo on the western bank of the Tiber River. The road was constructed between 1936 and 1950, and it is the primary access route to the Square. In addition to shops, it is bordered by a number of historical and religious buildings – including the Palazzo Torlonia, the Palazzo dei Penitenzieri and the Palazzo dei Convertendi, and the churches of Santa Maria in Traspontina and Santo Spirito in Sassia (See Figure A3.9).

From there, taking the spectacular Via della Conciliazione, can be reached the Vatican City, the seat of the Papal State (See Figure 3.10). Vatican City, officially Vatican City State (Italian: Stato della Città del Vaticano) is a walled enclave within the city of Rome. With an area of approximately 44 hectares (110 acres), and a population of 842, it is the smallest internationally recognized independent state in the world by both area and population. It is an ecclesiastical or sacerdotal-monarchical state ruled by the Bishop of Rome—the Pope. Within Vatican City are cultural sites such as St. Peter's Basilica (designed principally by Donato Bramante, Michelangelo, Carlo Maderno and Gian Lorenzo Bernini, St. Peter's is the most renowned work of Renaissance architecture and remains one of the two largest churches in the world. While it is neither the mother church of the Catholic Church nor the Catholic Roman Rite cathedral of the Diocese of Rome, St. Peter's is regarded as one of the holiest Catholic shrines. It has been described as "holding a unique position in the Christian world" and as "the greatest of all churches of Christendom", (See Figure A3.10), the Sistine Chapel (the Sistine Chapel (Latin: Sacellum Sixtinum; Italian: Cappella Sistina) is a chapel in the Apostolic Palace, the official residence of the Pope, in Vatican City. Originally known as the Cappella Magna, the chapel takes its name from Pope Sixtus IV, who restored it between 1477 and 1480. Since that time, the chapel has served as a place of both religious and functionary papal activity. Today it is the site of the Papal conclave, the process by which a new pope is selected. The fame of the Sistine Chapel lies mainly in the frescos that decorate the interior, and most particularly the Sistine Chapel ceiling and The Last Judgment by Michelangelo. (See Figure A3.11) and the Vatican Museums (the Vatican Museums (Italian: Musei Vaticani) are the museums of the Vatican City and are located within the city's boundaries. They display works from the immense collection built up by the Popes throughout the centuries including some of the most renowned classical sculptures and most important masterpieces of Renaissance art in the world. Pope Julius II founded the museums in the early 16th century. The Sistine Chapel with its ceiling decorated by Michelangelo and the Stanze della Segnatura decorated by Raphael are on the visitor route through the Vatican Museums. In 2013, they were visited by 5.5 million people, which combined makes it the 5th most visited art museum in the world. There are 54 galleries, or salas, in total, with the Sistine Chapel, notably, being the very last sala within the Museum (See Figure A3.12).

These cultural heritages feature some of the world's most famous paintings and sculptures. The unique economy of Vatican City is supported financially by the sale of postage stamps and tourist mementos, fees for admission to museums, and the sale of publications. Here tourists can admire the famous Piazza San Pietro, with the 16th-Century colonnade by Bernini and the magnificent Sistine Chapel, with its precious Last Judgement, another 16th-Century masterpiece, this time by Michelangelo.

Other of Lazio's provinces worth mentioning offer delightful surprises. An important community since Antiquity, Rieti is rich in traces from the Roman and Medieval (when it was a free Comune and then Papal Residence) Ages. Latina, rather, boasts glorious beaches lapped by the Tyrrhennian Sea, along with suggestive old villages and the National Park of Circeo. Plenty of green, verdant land and enchanting Medieval towns characterize Tuscia and its Provincial Capital, Viterbo, oases for relaxation and delicious cuisine, as well as Etruscan heritage and the Via Francigena. Not as well-known, despite the many beauties of the terrain, Ciociaria treats visitors to gorgeous landscapes and evocative places plunged in both natural and historic environments.

In addition to its remarkable cultural heritage, Lazio also possesses fantastic natural monuments – specifically, its parks and natural reserves – the Circeo National Park (See Figure A3.13), the Castelli Romani Regional Natural Park, the natural monument of the Garden of Ninfa and the Regional Natural Park of Appia Antica. These itineraries through nature take travelers on a discovery of these parks, where birdwatchers can admire many bird species year-round. In the Regional Natural Park of Bracciano-Martignano, the two homonymous lakes are an attraction for sailors and canoeists, while for those who prefer the sea, the Pontine Archipelago offers scuba-divers the opportunity to explore its beautiful seabeds, rich in flora and fauna. The spas are a prime attraction for those seeking out health and beauty treatments and relaxation; Fiuggi, Tivoli, and Viterbo, combine the ancient charm of their origins and wellness with well-equipped, state-of-the-art facilities. Those who prefer the mountains, besides visiting the well-known ski resorts of Terminillo, Leonessa and Arcinazzo, can take trekking, cycle tourism, mountain biking, hiking, climbing and walking excursions among the Region's peaks.

Lazio is home to unique attractions. Rome also is full of interesting excursion sites. The most visited cultural institution is Pinacoteca Vaticana. This large-scale art museum was founded in 1908 by Pope Pius VI. There are about 500 paintings in 18 rooms of the museum; unique 11th-century paintings and works of internationally renowned artists dating back to the late Middle Ages are among them. Not far from the museum there is the beautiful St. Peter’s Basilica that is also of great interest from a historical and architectural point of view. Among prominent historical monuments of Rome Castel Sant'Angelo, also known as the Mausoleum of Hadrian, is the most notable. This building is nearly 2000 years old; according to historical records, in ancient times, the mausoleum was a fabulously beautiful building decorated with precious materials. In the early 5th century, mausoleum built on the order of the Emperor Hadrian was rebuilt into a fortress and lost its former beauty. Today, beautiful sculptures are the main decoration of the old building; it is now converted into the historical museum. The spacious terrace of the castle is equipped with excellent viewing platform for visitors. The town of Tivoli is rich in historical monuments of past ages. The scenic Villa d'Este and ruins of ancient temples are situated there. You should definitely pay attention to natural attractions too; the most mysterious among them is Mount Circeo. It is located in a large national park and attracts the attention of many travelers due to unusual caves of cruciform shape. Important natural sights are located in Sperlonga. Travelers are attracted to this picturesque region with ancient ruins of the villa that once belonged to the Emperor Tiberius. One the local caves is named after the emperor; travelers would have an opportunity to appreciate the beauty of many grottoes. Magnificent Colosseum and the Pantheon located in Rome are world-class attractions; it’s impossible to imagine excursions without them. World famous Musei Capitolini would attract fans of educational excursions.

And what’s about Rome?

Rome is the main seat of State institutions and it certainly cannot be forgotten its buildings, basilicas and piazzas, like Piazza di Spagna with the famous Spanish steps of Trinità dei Monti, Piazza Farnese and Piazza Navona with Bernini’s Fountain of the Four Rivers, not to mention the 18th-Century Trevi Fountain, where tourists throw coins and express their wish to return to the Eternal City. In the environs of Rome, the Castelli Romani are a big attraction to those who love cheerful trips to the country to find a cool refuge in hot summer nights. Ostia, on the contrary, besides being a well-known sea resort on Lazio's coast, encloses the ruins of Ostia Antica (ancient Ostia), the best example of a Roman town that we can still observe today. Approximately 25 miles from Rome, the town of Tivoli demands a visit, given that it hosts two ancient, lavish estates: Hadrian's Villa and Villa d'Este, both UNESCO World Heritage Sites.

As Capital, it offers all that you can find in big cities, in addition to its famous artistic beauties beloved all over the world, cultural itineraries and events, exhibits, festivals and more. Additionally, the big four Roman shopping streets – Via dei Condotti, Via Frattina, Via Borgognona and Via Margutta – offer the best of Italian and international Made in Italy fashions, all inside period buildings and incomparable settings, for instance, the Spanish Steps!

Architecture and city layout

Ancient Rome. One of the symbols of Rome is the Colosseum (70-80 AD), the largest amphitheatre ever built in the Roman Empire. Originally capable of seating 60,000 spectators, it was used for gladiatorial combat. The list of the very important monuments of ancient Rome includes the Roman Forum, the Domus Aurea, the Pantheon, Trajan's Column, Trajan's Market, the several catacombs area, the Circus Maximus, the Baths of Caracalla, Castel Sant'Angelo, the Mausoleum of Augustus, the Ara Pacis, the Arch of Constantine, the Pyramid of Cestius, and the Bocca della Verità.

Medieval. Often overlooked, Rome's medieval heritage is one of the largest in Italian cities. Basilicas dating from the Paleochristian age include Santa Maria Maggiore and San Paolo Fuori le Mura (the second largely rebuilt in the 19th century), both housing precious 4th century AD mosaics. Later notable medieval mosaic and fresco art can be also found in the churches of Santa Maria in Trastevere, Santi Quattro Coronati and Santa Prassede. Lay buildings include a number of towers, the largest being the Torre delle Milizie and the Torre dei Conti, both next the Roman Forum, and the huge staircase leading to the basilica of Santa Maria in Ara Coeli.

Renaissance and Baroque. Rome was a major world center of the Renaissance, second only to Florence, and was profoundly affected by the movement. The most impressive masterpiece of Renaissance architecture in Rome is the Piazza del Campidoglio by Michelangelo, along with the Palazzo Senatorio, seat of the city government. During this period, the great aristocratic families of Rome used to build opulent dwellings as the Palazzo del Quirinale (now seat of the President of the Republic), the Palazzo Venezia, the Palazzo Farnese, the Palazzo Barberini, the Palazzo Chigi (now seat of the Prime Minister), the Palazzo Spada, the Palazzo della Cancelleria, and the Villa Farnesina. Rome is also famous for her huge and majestic squares (often adorned with obelisks), many of which were built in the 17th century. The principal squares are Piazza Navona, Piazza di Spagna, Campo de' Fiori, Piazza Venezia, Piazza Farnese and Piazza della Minerva. One of the most emblematic examples of the baroque art is the Fontana di Trevi by Nicola Salvi. Other notable baroque palaces of 17th century are the Palazzo Madama, now seat of the Italian Senate and the Palazzo Montecitorio, now seat of the Chamber of Deputies of Italy.

Neoclassicism. In 1870, Rome became capital city of the new Kingdom of Italy. During this time, neoclassicism, a building style influenced by the architecture of Antiquity, became a predominant influence in Roman architecture. In this period many great palaces in neoclassical styles were built to host ministries, embassies and other governing agencies. One of the best-known symbol of Roman neoclassicism is the Monument of Vittorio Emanuele II or "Altar of Fatherland", where the grave of the Unknown Soldier, that represents the 650,000 Italians that fell in World War I, is located.

Fascist architecture. The Fascist regime that ruled in Italy between 1922 and 1943 developed an architectural style which was characterized by its linkages with ancient Rome architecture. The most important fascist site in Rome is the E.U.R. district, built in 1935. It was originally conceived for the 1942 world exhibition, and was called "E.42" ("Esposizione 42"). However, the world exhibition never took place because Italy entered the Second World War in 1940. The most representative building of the Fascist style at E.U.R. is the Palazzo della Civiltà Italiana (1938–1943), the iconic design of which has been labeled the cubic or Square Colosseum. After World War II, the Roman authorities found that they already had the seed of an off-centre business district that other capitals were still planning (London Docklands and La Defense in Paris). Also the Palazzo della Farnesina, the actual seat of Italian Foreign Ministry, was designed in 1935 in fascist style.

Museums and galleries. The most important museums and galleries of Rome include the National Museum of Rome, the Museum of Roman Civilization, the Villa Giulia National Etruscan Museum, the Capitoline Museums, the Borghese Gallery, the Museum of Castel Sant'Angelo, and the National Gallery of Modern Art.

Villas and gardens. The center of Rome is surrounded by some large green areas and opulent ancient villas, which are the remains of the crowns of villas which encircled the papal city. Most of them were largely destroyed by real estate speculation at the end of the 19th century. The most important among the surviving ones are:

Villa Borghese, with a large landscape garden in the naturalistic 19th century English style, containing a number of buildings, museums (see Galleria Borghese) and attractions;

Villa Ada, the largest public landscaped park of Rome;

Villa Doria Pamphili, the second largest with an area of 1.8 km²;

Villa Torlonia, a splendid example of Art Nouveau mansion that was the Roman residence of Benito Mussolini;

Villa Albani, commissioned by Cardinal Alessandro Albani to house his collection of antiquities and Roman sculpture, which soon filled the casino that faced the Villa down a series of formal parterres.

Art. Rome contains a vast and impressive collection of art, sculpture, fountains, mosaics, frescos, and paintings, from all different periods. Rome first became a major artistic centre during ancient Rome, with forms of important Roman art such as architecture, painting, sculpture and mosaic work. Metal-work, coin-die and gem engraving, ivory carvings, figurine glass, pottery, and book illustrations are considered to be 'minor' forms of Roman artwork. Rome later became a major centre of Renaissance art, since the popes spent vast sums of money for the constructions of grandiose basilicas, palaces, piazzas and public buildings in general. Rome became one of Europe's major centres of Renaissance artwork, second only to Florence, and able to compare to other major cities and cultural centres, such as Paris and Venice. The city was affected greatly by the baroque, and Rome became the home of numerous artists and architects, such as Bernini, Caravaggio, Carracci, Borromini and Cortona, to name a few. In the late-18th century and early-19th century, the city was one of the centres of the Grand Tour, when wealthy, young English and other European aristocrats visited the city to learn about ancient Roman culture, art, philosophy and architecture. Rome hosted a great number of neoclassical and rococo artists, such as Pannini and Bernardo Bellotto. Today, the city is a major artistic centre, with numerous art institutes and museums.

Religion. Much like the rest of Italy, Rome is predominantly Roman Catholic. Although Rome is home to the Vatican City and St. Peter's Basilica, Rome's cathedral is the Basilica of St. John Lateran, located to the south-east of the city-centre. There are around 900 churches in Rome in total, aside from the cathedral itself, some others of note include: the Basilica di Santa Maria Maggiore, the Basilica of Saint Paul Outside the Walls, the Basilica di San Clemente, San Carlo alle Quattro Fontane and the Church of the Gesu. There are also the ancient Catacombs of Rome underneath the city. Numerous highly important religious educational institutions are also in Rome, such as the Pontifical Lateran University, Pontifical Biblical Institute, Pontifical Gregorian University, and Pontifical Oriental Institute. The territory of Vatican City is part of the Mons Vaticanus, and of the adjacent former Vatican Fields, where St. Peter's Basilica, the Apostolic Palace, the Sistine Chapel, and museums were built, along with various other buildings. The area was part of the Roman rione of Borgo until 1929. Being separated from the city, on the west bank of the Tiber river, the area was an outcrop of the city that was protected by being included within the walls of Leo IV, and later expanded by the current fortification walls of Paul III/Pius IV/Urban VIII. When the Lateran Treaty of 1929 that gave the state its present form was being prepared, the boundaries of the proposed territory was influenced by the fact that much of it was all but enclosed by this loop. For some tracts of the frontier, there was no wall, but the line of certain buildings supplied part of the boundary, and for a small part of the frontier a modern wall was constructed. The territory includes Saint Peter's Square, distinguished from the territory of Italy only by a white line along the limit of the square, where it touches Piazza Pio XII. St. Peter's Square is reached through the Via della Conciliazione, which runs from the Tiber River to St. Peter's. This grand approach was constructed by Benito Mussolini after the conclusion of the Lateran Treaty. According to the Lateran Treaty, certain properties of the Holy See that are located in Italian territory, most notably Castel Gandolfo and the major basilicas, enjoy extraterritorial status similar to that of foreign embassies. In recent years, the Islamic community has grown significantly, in great part due to immigration from North African and Middle Eastern countries into the city. As a consequence of this trend, the comune promoted the building of the largest mosque in Europe, which was designed by architect Paolo Portoghesi and inaugurated on June 21, 1995.

Libraries. Writing proliferated in Imperial Rome. Examples of writing are graffiti, inscriptions on altars and sarcophagi. The first great Roman libraries were formed by treasure acquired through warfare, including the library founded by Aemilius Paulus after he won a campaign against Macedonia. However those libraries were not open to the public. The first public library was not created until the time of Julius Caesar. The esteem for books held by aristocratic Romans kept increasing, though the most common form of reading to read aloud from papyrus scrolls. Wealthy Romans who liked to read would employ lectors to read those scrolls or keep a slave to read scrolls. Unfortunately by the third-century, Rome had started to be affected by barbarian invasions and the libraries closed, and the love for reading dimmed (Lyons, 2011).

The influence of the glorious history of the Eternal City makes this area rich in tourist attractions and destinations. Ancient traces of Roman roads, aqueducts and imperial residences are fascinating for fans of archaeology: those who want to retrace the trail of the Etruscans and Romans are offered one of the areas in the world most dense with historical remnants and sites. In the north of Rome Province lies the enchanting scenery of Lake Bracciano.

Castello Orsini-Odescalchi is a castle in Bracciano, in the Province of Rome, Lazio, Italy. The Orsini-Odescalchi Castle stands majestically in the heart of town and is described as one of the most beautiful feudal residences in Europe, for its combination of military structure and manor house, and for its impressive view on the lake below. It is located on the southern shore of Lake Bracciano. It was built in the 15th century, and combines the functions of a military defence structure and a civilian residence of the feudal lords of the period, the Orsini and Borgia, both papal families. As one of the largest and best-maintained castles in Italy, it also houses a museum; as a centre of cultural events, the Castello has hosted several high profile weddings. The Castello Orsini-Odescalchi is one of the most noteworthy examples of Renaissance military architecture in Italy and is the main monument in Bracciano. The castle underwent many renovations since its inception. In the castle, richly frescoed friezes and ceilings were created. Richly coloured tapestries were made when the lords of Bracciano were in residence. The important late 15th century frieze showing the labours of Hercules is still visible. The historical museum within the castle premises has valuable artwork from the Middle Ages of over six centuries rule of Popes and Kings, consisting of ancient weapons, furniture and paintings, books and manuscripts, frescoes and decorations. It was opened in 1952 by Prince Livio Odescalchi IV (See Figure A3.14).

Closer to the coast, the Etruscan necropolis of Banditaccia in Cerveteri is an example of ancient Etruscan funerary architecture that, given its characteristics, is listed as a UNESCO World Heritage Site. These large Etruscan cemeteries reflect different types of burial practices from the 9th to the 1st century BC, and bear witness to the achievements of Etruscan culture. Which over nine centuries developed the earliest urban civilization in the northern Mediterranean. Some of the tombs are monumental, cut in rock and topped by impressive tumuli (burial mounds). Many feature carvings on their walls, others have wall paintings of outstanding quality. The necropolis near Cerveteri, known as Banditaccia, contains thousands of tombs organized in a city-like plan, with streets, small squares and neighbourhoods. The site contains very different types of tombs: trenches cut in rock; tumuli; and some, also carved in rock, in the shape of huts or houses with a wealth of structural details. These provide the only surviving evidence of Etruscan residential architecture. The necropolis of Tarquinia, also known as Monterozzi, contains 6,000 graves cut in the rock. It is famous for its 200 painted tombs, the earliest of which date from the 7th century BC (See Figure A3.15).

Past the seaside resorts of Ladispoli, Fregene and Fiumicino, one arrives at Ostia Lido, regarded as the local beach for Rome's inhabitants; heading inland, amidst a green landscape, the excavations of Ostia Antica are what remains of the most ancient colony of Rome, that was also a commercial and port city. Its museum conserves archaeological finds of inestimable value, found during excavations. It is located approximately 30 kilometres (19 miles) to the northeast. "Ostia" (plur. of "ostium") is a derivation of "os", the Latin word for "mouth". At the mouth of the River Tiber, Ostia was Rome's seaport, but due to silting the site now lies 3 kilometres (2 miles) from the sea. The site is noted for the excellent preservation of its ancient buildings, magnificent frescoes and impressive mosaics (See Figure A3.16), (See Figure A3.17).

In the southern area of the Province, the group of towns known as the Castelli Romani is a tourist destination where one can enjoy the charm of the high hill scenery, a mild climate, a genuine cuisine, and Classical and Medieval sites with works of artistic and historical relevance. In Castel Gandolfo, the Papal summer residence on Lake Albano, one can visit the Church of San Tommaso designed by Gian Luigi Bernini, while in Frascati, Villa Aldobrandini is the most famous Renaissance residence of the Castelli Romani, with its park, statues and fountains with water displays. Then, moving back inland, Tivoli is home to the the ancient and opulent Villa Adriana, Villa d'Este and Villa Gregoriana. Due to its size and the magnificence of its interiors, the first of these has the distinction of being the largest villa ever built in Antiquity, on the orders of Emperor Hadrian. Villa d'Este comes to mind for its terraced garden, where tucked away fountains and water displays. Meanwhile, the charming Villa Gregoriana boasts the scintillating spectacle of the Cascata Grande (Great Waterfall), over 328 feet high.

Finally, Rome: the Capital, Caput Mundi, the navel of the world, all roads lead to it… Piazza Venezia can be regarded as its central core, with the unmistakable Vittoriano. Behind it are Piazza del Campidoglio, designed by Michelangelo Buonarroti, and the Musei Capitolini (Capitoline Museums), the Church of Santa Maria in Aracoeli, the Fori Imperiali with the Colosseum, symbol of Rome, in the background, as well as the Arch of Constantine, just one more of the city's many well-known marvels. The Circus Maximus, the Pyramid of Caius Cestius, the Bocca della Verità (Mouth of Truth), and the Renaissance and Baroque palazzi are other elements that contribute to Rome's singularity in the world. Along Via del Corso, nestled in the streets on the right, are Fontana di Trevi and Piazza di Spagna (Spanish Steps), famous for its Trinità dei Monti stairway. Then, one arrives at the Pantheon, housing the tomb of the famous Raffaello Sanzio and the Churches of San Luigi dei Francesi, Santa Maria della Pace, and Santa Maria in Cosmedin. Finally, the Vatican City, the smallest country in the world and its magnificent Saint Peter's Basilica, embraced by Bernini's famous colonnade, are marvelous beauties that everyone visiting Rome should experience at least once. Rome underground is just as inspiring as that above: for instance the Catacombs of San Callisto on the Ancient Appian Way reveals enchanting surprises for art, history and archaeology enthusiasts – and for the merely curious.

CONCLUSION

Rome is unique. A thousand years' worth of history are the foundation of its culture. Romans are known by fellow Italians as a proud, quick-witted, boasting, ironical/cynical people. The wonderful, monumental and historical centre of Rome is the magnet that gathers the Romans from the peripheries, especially the young ones, when they are in the mood for a bit of fun. A simple "passeggiata" (a stroll/walk), is something special there. You can fill your eyes and heart with the beauty while strolling around and eating a gelato.

The tourist boom of the 1960s subtly changed the city and the people's habits. Fine restaurants are easier to find than the traditional familiar "Trattoria." A real Osteria used to be a place for men meeting after work, a place to play card games, eat simple bits of food and drink wine until dinner time. Today it is a tourist-oriented or even a fancy place, especially if its sign says Hosteria.

The Spanish term movida (being in the action, having fun, moving) is usually used for Roman nights, especially in the summer. Campo de' Fiori, the Jewish Ghetto, Trastevere is where young and less young gather. Beware: residents, especially in hot summer nights, tired and desperate for a few sleep hours got the habit to throw buckets of water on the happy noisemakers.

The aperitivo (happy hour) is another relatively new entry in Romans' life. The quick aperitif before dinner became spending a couple of hours in a nice place drinking, eating finger foods and chatting. Ethnic food is more and more easy to find but Romans (and their fellow Italians as a whole) prefer Italian and overall Roman food. That’s something that won’t easily change for the next few centuries.

2.3 Evaluation of intangible touristic heritage of Rome. Event tourism

Intangible Cultural Heritage is embodied in those practices, expressions, knowledge, and skills – as well as in associated objects and cultural spaces – that communities and individuals recognize as part of their cultural heritage. Transmitted through generations and constantly recreated, it provides humanity with a sense of identity and continuity.

The Global Code of Ethics for Tourism prescribes the protection of natural, artistic, archaeological and cultural heritage, to allow traditional cultural products, crafts and folklore to survive and flourish, rather than causing them to degenerate and become standardised.

The global wealth of traditions is one of the principal motivations for travel, with tourists seeking to engage with new cultures and to experience the global variety of performing arts, handicrafts, rituals and cuisines. The cultural interaction spurred by such encounters prompts dialogue, builds understanding, and fosters tolerance and peace. Fostering the responsible use of this living heritage for tourism purposes can generate employment, alleviate poverty, curb rural flight migration, and nurture a sense of pride among communities. Intangible culture is the counterpart of culture which is tangible or touchable, whereas intangible culture includes song, music, drama, skills, cuisine, annual festivals, crafts, and the other parts of culture that can be recorded but cannot be touched and interacted with, without a vehicle for the culture. These cultural vehicles are called "Human Treasures" by the UN.

“Event Tourism is a systematic planning, development, and marketing of festivals and special events as tourist attractions, image-makers, catalysts for infrastructure and economic growth, and animators of built attraction” (Ghazali, in Collins and Minnis, 2007).

According to Donald Getz (2007), tourism management deals with tourism development based on analysing the behaviour and motivation of all kind of tourists. On the other hand, event management deals with event marketing, design and managing of an event. Moreover, it tries to understand the event experiences and to manage them. Hence, event tourism is in the middle of the two sectors. In other words, event tourism aims at full exploitation of the capabilities of events in order to achieve tourism development of host communities. Event tourism planners must take into account all the details of event management and make a sedulous research on managing event from the tourism perspective.

Nowadays ‘event tourism’ is generally recognized as being inclusive of all planned events in an integrated approach to development and marketing. Event tourism has great similarities with other special forms of tourism. Basic travel motivators have been identified as falling into the four categories – physical, cultural, interpersonal and prestige. Different types of events can satisfy all these motivations (Getz, 1989). Furthermore, desire for escape from the ordinary and search for the intrinsic rewards of leisure pursuits are motivation for all tourists (Iso and Mannell, 1987). Therefore, events can satisfy these needs because are ‘extra-ordinary’ by definition (Getz, 1989). This fact explains the worldwide success and development of event tourism the last decades. Moreover events can provide socio- psychological benefits, such as self- determination, challenge, learning, exploration, novelty, and relaxation.

An event is an attraction, it as an event based tourist product. Events attract tourists as spectators and also as participants in the events, sometimes for both. The Ocktoberfest organised in Germany, Dubai and Singapore shopping festivals, the camel polo at Jaisalmer, Kite flying in Ahmedabad attracts tourists, both as spectators and participants. Whereas in case of the Snake Boat race of Kerala can be enjoyed witnessing it. Event attractions are temporary, and are often mounted in order to increase the number of tourists to a particular destination. Some events have a short time scale, such as the Republic Day Parade, others may last for many days, for example Khajuraho Dance Festival or even months like the Kumbh Mela. A destination which may have little to commend it to the tourist can nevertheless succeed in drawing tourists by mounting an event such as an unusual exhibition. Here are some examples of types of tourism events that can include different purposes for organizing these events: traditions, pilgrimages, fairs and festivals, arts and handicrafts, dance, music, folklore.

Native life and customs a pilgrimage is a term primarily used for a journey or a search of great moral significance. Sometimes, it is a journey to a sacred place or shrine of importance to a person's beliefs and faith. Members of every religion participate in pilgrimages. A person who makes such a journey is called a pilgrim. Secular and civic pilgrimages are also practiced, without regard for religion but rather of importance to a particular society. For example, many people throughout the world travel to the City of Washington in the United States for a pilgrimage to see the Declaration of Independence and the Constitution of the United States. British people often make pilgrimages to London to witness the public appearances of the monarch of the United Kingdom. A large number of people have been making pilgrimages to sacred religious places or holy places. This practice is widespread in many parts of the world. In the Christian world, for instance, a visit to Jerusalem or the Vatican is considered auspicious. Among Muslims, a pilgrimage to Mecca is considered a great act of faith. In India there are many pilgrimage centres and holy places belonging to all major religions of the world. India is among the richest countries in the world as far as the field of art and craft is concerned. Tourists like to visit and see the creative and artistic treasures of various countries. Every country has certain traditional arts like soap sculptures and batik of Thailand; gems and jewellery, tie and dye works, wood and marble carving in Indonesia; ivory, glasswork, hand block printing, sandalwood, inlay work; are some of the examples of traditional art that attract tourists. There are many forms of dance in the world like Salsa, Hip- Hop, Jazz, Flamingo, Ballet and Traditional Dances. People who travel like to watch these dance performances and sometimes even take some introductory classes.

Music can be either traditional or modern. Traditional music like folk music and classical and country music is specific to every region and country. Modern forms include Blues, Rock, Pop, Jazz, Rap, Techno and Hip- Hop. Music also adds to the attraction of a destination. Fairs and Festivals capture the fun loving side and bring out the joyous celebrations of the community. Festivals like Christmas, Easter, Thanksgiving, Eid, Ramadan, Diwali, and Holi and so on, also bring people to destinations where the celebration can be enjoyed. Some popular Fairs which cater to fun and work are Pushkar Mela in Rajasthan, Prêt fair in Paris, Magic Fair in Vegas for garments, Hong Kong Fashion Week and various job fairs where people are recruited. Entertainment includes: amusement and recreation parks, sporting events, zoos and oceanariums, cinemas and theatre, night life.

Cuisine Tourist products that have entertainment as their main characteristic are many. Just to name a few there are amusement and recreational parks like Disneyworld in United States, Hong Kong, Paris, Singapore and theme parks in various countries and cities like Appu Ghar and Fun and Food Village in Delhi, Essel World in Mumbai and so on. Tourists may come to attend sports events and it is also an opportunity to explore the country. The fundamental concept is that all tourist activities have an influence on providing economic benefits and have a powerful influence in some definite locality, like the Olympics in Athens has given immense benefit to all in tourism business in Athens in particular and Greece in general. Many countries organize year round sports events like swimming meets, athletic meets, weight lifting events, cricket matches, baseball and football events and many more such events which encourage tourism. India will be hosting the Common-Wealth Games on 2010 and it is anticipated to give the tourism industry a big boost. Night Life is one of the prime attractions in a holiday. Tourists like to especially visit areas in cities where the night life activity is promoted. These areas are usually lit up with street stalls like flea markets and food areas. Bars, night clubs, casinos and very often open air bands attract and add to the psychological satisfaction and experience of tourists. Cuisine is very often an understated but highly important part of any holiday. Now-a-days there is cuisine from all areas of the world which is found at most tourist destinations. Specialty restaurants serve Indian, Continental, Chinese, Italian, Japanese, Thai, Indonesian, Fast food, Mexican, Mediterranean, and Arabic and so on. However, tourists usually like to eat the local food of the areas they visit.

Tourists who visit the region during one of the national holidays will be able to learn a lot of interesting things about the culture and traditions of local people. The most well-known and anticipated national celebration is the birthday of Rome (Natale di Roma). The memorable date is widely celebrated not only in the capital, but also in other cities of the region. The holiday is held in April 21; every year locals arrange a beauty contest and choose the goddess of Rome. In addition to the honorary title, winner gets the right to lead a historic procession passing through the main streets of Rome. It is attended by thousands of people dressed in beautiful old-style costumes. One of the emblematic events is held in the ruins of the Roman Forum; every year sacred fire is lit there. Among other entertainment options, music concerts, exciting competitions and culinary contests are worth noting; anyone can participate in them. One of the most beautiful and oldest national holidays in the region is the Macchina di Santa Rosa; it takes place every year on September, 3 in the picturesque town of Viterbro. The festival is dedicated to the patron saint of the city; this event is more than 750 years old. The solemn procession begins promptly at 9:00 pm at the Church of St. Damian housing an ancient statue of the saint. The parade is truly spectacular, as the pedestal of the statue is incredibly large. Its height is about 30 meters, and weight is about 5 tons; 100 porters carry this large structure through the streets. Every 5 years, local architects and designers design a new pedestal; the most talented designers are involved in the competition for the best project. The solemn procession passes through the picturesque streets of the historic district, making 5 stops. Holiday guests can fully appreciate the beauty of the amazing pedestal and see the priceless religious shrine. Procession ends at the sanctuary, after which the statue is returned to the church.

Festa di Santa Francesca Romana – Every year Roman Catholic drivers bring their cars to the Monastero Oblate de Santa Francesca Romana to be blessed by Saint Frances of Rome the patron saint of drivers. The monastery and religious order of Oblates was founded in 1433 by Francesca Bussi de'Leoni who was a noble women of the time who would visit and take care of the poor and the sick. Later on in 1925 Pope Pius XI declared her the Patron Saint of drivers. This annual event usually takes place on 9th of March. The event takes place at the Monastero Oblate di Santa Francesca Romana which is around 450 meters away from the Vittoria Emmanuel Monument. The Monastero Oblate di Santa Francesca Romana is located along Via del Teatro Marcello. There are plenty of busses that travel along this route as well as tram station Argentina approximately 600 meters walk away.

Giornate FAI – The FAI – Italian Environment Fund is a foundation of Italian non-profit founded in 1975 in order to protect, preserve and enhance the artistic heritage and natural Italian through the restoration and the opening to the public of the historical, artistic or natural received by donation, inheritance or loan, education and awareness of the community to the knowledge, respect and care of art and nature and the intervention in the area of defense landscape and cultural heritage Italian. For one weekend each spring, the Fondo per l'Ambiente Italiano (FAI) persuades institutional and private owners of historic properties to reveal their spectacular interiors, usually off-limits to the public.

Settimana della Cultura – The Culture Week, sponsored by the Ministry of Heritage and Culture, from 1998, for ten days a year, offers free entry to all the city-state of the art: monuments, museums, archaeological sites, archives and libraries. Usually it takes place every biannual, in spring (March to May) and autumn (September or October). During the initiative, in addition to the opening of the extraordinary and free museums, are also held conferences, workshops, guided tours and concerts of various kinds.

Roma Incontra il Mondo – Villa Ada is a park in Rome, Italy, with a surface of 450 acres (1.8 km2) it is the second largest in the city after Villa Doria Pamphili. It is located in the northeastern part of the city. Its highest prominence is Monte Antenne with an altitude of 67 m (220 ft), an ancient archeological site. The public portion of the park is much larger than the private area. It contains an artificial lake and many trees, including stone pines, holm oaks, laurels and a very rare metasequoia, imported from Tibet in 1940. Entrance to the park is free. One may rent canoes, bicycles, or riding horses. There is a large swimming pool. Since 1994, during the summer the park hosts the world-music festival and the "Roma incontra il mondo" (Rome meets the World) festival, against racism, war and the death penalty.

Festa de Noantri – The Festa de Noantri ("the rest of us," as opposed to "the rest of you who live in other districts"), is celebrated in honor of the Blessed Virgin of Carmel, on the occasion of his liturgical feast, July 15 to 30 in the district of Trastevere of Rome. It is undoubtedly one of the most favorite holidays by the Roman people. The origins of the festival appears to date back to 1535: in fact, that has been handed down after a storm, was found at the mouth of the Tiber by some fishermen of Corsica, a statue of the Virgin Mary, carved in wood of cedar. The Madonna, for this reason called "Madonna Fiumarola", was later donated to the Carmelites of San Crisogono in Trastevere (in Piazza Sonnino); became the patron saint of Trastevere. Trastevere at this time is filled with stalls, music and theater events and taverns outdoor fill with people and tourists. But the festival is not as ancient liturgical; it dates back to the twenties of the twentieth century, promoted by Fascism with intent to arouse festivals and folk traditions in Italy. The statue is now in the Church of Sant'Agata in Trastevere, in the square in the middle of the path via Lungaretta (Piazza San Giovanni de Matha): from here every year on the Saturday after July 16 a polychrome wooden statue of the nineteenth century, depicting the Madonna del Carmine, is carried in procession through the streets of the neighborhood to the San Crisogono, where it stays for eight days before returning with another procession to the church membership. Over time, the festival has turned to meet the tourist needs, thus losing its popular character, but retaining its strong religious feeling.

Cinema – Festa Internazionale di Roma – The Rome Film Fest, is a film festival that is held in the autumn international in Rome at the Auditorium Parco della Musica. The event is organized by the Fondazione Cinema per Roma, made up of the founders Capital Rome, Lazio Region, Province of Rome, Chamber of Commerce, Fondazione Musica per Roma. The President of the Fondazione Cinema per Roma is Piera Detassis, the general manager is Lucio winch. Antonio Monda is the artistic director of the Rome Film Fest. Started in 2006, Rome finally got itself a film festival to match its iconic cinematic status, giving the city's once glorious film industy a much-needed shot in the arm. Organisational hitches should be ironed out as the festival gains in maturity. Linked to another feisty newcomer – New York's Tribeca Film Festival – this event has both arthouse kudos and the money to attract the stars and the big players.

Palazzo Massimo alle Colonne – San Filippo Neri performed one of his most celebrated miracles in the palazzo of the noble Massimo family. Called to administer the last rites to young Paolo Massimo, the saint found the boy already dead; undaunted, he revived Paolo, chatted for a while, then – when the boy was ready to meet his maker – commended him to God. On the anniversary, after a private mass, a procession of family, servants and altar boys escorts the presiding cardinal or archbishop to a private room for a slap-up buffet. Turn up around 11.30am to witness the spectacle in all its Felliniesque glory.

Festa di San Giuseppe – Though no longer an official public holiday, the feast of St Joseph remains popular, especially in the Trionfale district of northern Rome. In the run-up to the feast, the city's pasticcerie are piled high with deep-fried batter-balls called bignè di San Giuseppe. This event is held on 19th March every year around via Trionfale.

Maratona della Città di Roma – Rome's annual marathon now attracts big-name runners. The serious race begins and ends in via dei Fori Imperiali; sign up online (the sooner you register, the lower the fee). The Stracittadina fun-run is a 5km (3-mile) jog through the centro storico for those not up to the 42km (26-mile) slog over cobblestones; sign up at the Marathon Village (usually in the Palazzo dei Congressi in EUR, but check online) up to a day before the event (See Figure A3.18).

Festa di Primavera – Mostra delle Azalee – Spring arrives early in Rome, bringing masses of blooms. When the azaleas come out, some 3,000 vases of them are arranged on the Spanish Steps. It begins at the end of March until early April and is held at Piazza di Spagna.

Festa della Liberazione – This public holiday commemorates the liberation of Italy by Allied forces at the end of World War II. Is celebrated on 25 April and is held in different locations as a national public holiday.

FotoGrafia – Rome's annual photography festival puts on a wide range of exhibitions in venues across the city, from historic museums to avant-garde backstreet galleries. It is celebrated from April-May in various locations.

Primo Maggio – On May Day, trade unions organise a huge, free rock concert, which is traditionally held in front of the basilica of San Giovanni in Laterano. Performers – mainly Italian, with a smattering of international has-beens – belt out crowd-pleasers from mid-afternoon into the small hours. It is celebrated on 1st May at Piazza San Giovanni.

Campionato Internazionale di Tennis (Italian Open) – Every May, Rome hosts the Italian Open tennis tournament, one of the most important European clay-court challenges outside the Grand Slam, and a warm-up event for the French Open. It is held 2weeks in early May at Foro Italico, viale dei Gladiatori 31.

Concorso Ippico Internazionale di Piazza di Siena – The International Horse Show "Piazza di Siena" is an equestrian competition, held annually since 1922 in Rome in Piazza di Siena, the area that is inside the Villa Borghese. Since 1926 is an international competition. The competition is part of the circuit of the Samsung Super League, which brings together the eight CSIO most prestigious in the world and sees vying best international riders. During the event there is the Nations Cup, the Grand Prix of power, the Gran Premio Roma and closing spectacular of Carousel of the police. The rider with the most titles is Piero D'Inzeo (7 titles). The horse is the most winning Flambeau C (3 titles). The binomial winningest is Frédéric Cottier on Flambeau C (3 titles). In the 2009, in the Grand Prix of Potenza, in the third barrage the British rider Michael Whitaker on horseback Cyber Space II has managed to overcome the obstacle of the wall placed at a height of 225 cm.

Jazz & Image Festival – This festival takes place in the leafy Villa Celimontana park and features acclaimed artists (from Incognito to Italian jazz star Stefano Bollani) in an astonishingly beautiful setting. Lots of candles and torches give the place a magical aura. Wine and food stands complete the idyll. It is held early June-August at Villa Celimontana.

Estate Romana – During the event-packed Estate Romana (Roman Summer) festival, piazze, palazzi, parks and courtyards come alive with music from local bands, films are shown on outdoor screens late into the night, and cultural events such as readings and gastronomic events take place in venues around town. Many events are free.

Cosmophonies – Festival Internazionale di Ostia Antica – Held in the breathtaking scenario of the ancient Roman theatre of Ostia Antica, Cosmophonies is an international festival of theatre, dance and music dishing out acts like Sonic Youth, Morrissey, Caetano Veloso and Jackson Browne. No matter what's happening on stage, these unique surroundings make for a memorable night. It is held on June-mid September at Teatro Romano-Scavi Archeologici di Ostia Antica, viale dei Romagnoli 717.

Festival delle Letterature – The floodlit basilica of Maxentius in the Roman Forum provides a theatrical backdrop to readings by some of the most important names in contemporary literature; past guests have included Paul Auster, Hanif Kureishi and Zadie Smith. It is held in June at Basilica of Maxentius, via dei Fori Imperiali.

Roma Incontra il Mondo – Musicians from around the world play on a lakeside stage beneath the venerable trees of the Villa Ada park. Lights reflected in the water and cool breezes make this one of the most atmospheric and relaxing of the summer festivals. If the music palls there are bars and stalls purveying ethnic food, music and books. It is organized on middle June-early August at Villa Ada, via di Ponte Salario, Suburbs: northern region.

International Chamber Ensemble – Chamber and symphonic music, as well as opera, takes place in a splendid example of Renaissance architecture: the courtyard of Sant'Ivo alla Sapienza, the hallowed 15th-century seat of Rome’s university.

Fiesta – This hectic Latin American-themed festival regularly attracts almost a million people over the summer months with performances by Latin American bands, plus appearances by some international rock, pop and hip hop stars. There are four dancefloors, scores of restaurants and stalls… and lots of salsa and merengue. Come early: transport and parking can be a nightmare.

Festa di San Giovanni – In the San Giovanni district, locals observe this saint's day by guzzling lumache in umido (stewed snails) and porchetta (roast suckling pig). The main religious highlight is a candlelit procession, usually led by the pope, to San Giovanni in Laterano.

Santi Pietro e Paolo – The two founders of Catholicism are also the twin patron saints of Rome, and each is honoured in his own basilica. At St Peter's a solemn mass is the highlight; celebrations at San Paolo fuori le Mura are focused outside the church, with an all-night street fair on via Ostiense.

Concerti all'Orto Botanico – Organised by the Associazione Musicale Romana, these concerts – which include Gershwin and Piazzola as well as mainstream chamber music – take place in the botanical gardens, where a natural amphitheatre makes for a lovely venue for a limited number of spectators.

Cineporto – One of the most successful and popular summer film festivals is in the park by the Stadio Olimpico. There are two separate screens, each of them showing two dubbed films a night, often recent releases. Live concerts of mainly Italian bands are presented between shows on many nights.

Stagione Estiva del Teatro dell'Opera – The spectacular venue for the Opera di Roma's summer season is a breathtaking archaeological site. Set designers usually exploit the unique backdrop of majestic Roman ruins with few props and dramatic lighting. Back-row seats are very far away from the stage – so don't forget binoculars.

AltaRomAltaModa – Though often in the shade of glitzier, trendier Milan, Rome's fashion community is treated twice a year to a sneak preview of the coming season's collections by Roman designers, and an appearance by a handful of international talent. It lasts 5 days late January and 5 days mid July.

Invito alla Danza – This annual dance fest is held in the beautiful gardens of the Villa Pamphili. The programme, with both classical and modern offerings, presents a performance every evening for about two weeks, and often includes international companies and stars.

New Operafestival di Roma- This festival offers talented young musicians and singers from Italy and the US the chance to perform in the courtyard of the basilica of San Clemente. There's always at least one fully fledged opera, plus chamber music and a series of recitals.

Mille e Una Nota – This charming little chamber music festival has been going for over ten years in the magnificent cloister of Santa Maria della Pace.

Festa delle Catene – The chains that allegedly bound St Peter in prison in Jerusalem, and those with which he was shackled in Rome, are displayed in a special mass at the church of San Pietro in Vincoli.

Festa della Madonna della Neve – August 5 352 saw an unseasonal snowfall on the Esquiline Hill, an event which is still remembered at the basilica of Santa Maria Maggiore. The day is marked with a special mass, culminating in a blizzard of rose petals which flutter down from the roof on to the congregation.

Notte di San Lorenzo – On the night of 10 August, Roman eyes turn towards the heavens, hoping to catch a glimpse of one of the night's shooting stars. Some explain the phenomenon as the fall-out of a meteor entering orbit, while the more poetic attribute the falling stars to the tears shed by St Lawrence, martyred in Rome on this day in 258.

Ferragosto (Feast of the Assumption) – Those who haven't scarpered to the coast for the whole of August take a long weekend for the Feast of the Assumption, and most of the city closes down.

RomaEuropa Festival – Rome's cutting-edge performing arts festival offers music, dance and theatre, with an eclectic mix of international acts and emerging young talent.

Buenos Aires Tango – A world-class tango festival, Buenos Aires Tango, features fantastic tango dancers and performances as well as open classes and a milonga. It takes place at mid-September.

Enzimi – This free music, theatre and arts festival – a showcase for the best up-and-coming artists – is council-funded and aimed at thirtysomethings and younger. Held in an array of unlikely locations, it hosts cutting-edge local bands and some international stars, skilfully mixing mainstream acts with offbeat sounds – the perfect opportunity to see what's new in the city's artistic circles.

Ognissanti/Giornata dei Defunti – Otherwise known as Tutti santi, All Saints' Day (Ognissanti) is followed by La commemorazioni dei defunti (or Tutti i morti), when the pope celebrates mass at Verano Cemetery. Romans travel en masse to visit family graves.

Immacolata Concezione – The statue of the Madonna in piazza di Spagna is the focus of the Feast of the Immaculate Conception. With the pope looking on, the fire brigade runs a ladder up Mary's column and a lucky fireman gets to place a wreath over her outstretched arm. At the base of the column locals deposit elaborate floral tributes. It takes place on 8th December.

Natale & Santo Stefano (Christmas & Boxing Day) – Tickets for the papal midnight mass at St Peter's can be obtained from the Prefettura; put your request in months ahead. Cribs can be found in most churches, but the most impressive are halfway up the Spanish Steps and in piazza San Pietro. The Roman Christmas Day is a gluttonous affair: locals feast upon fritti (calorific fried offerings), followed by panettone (currant sponge) and torrone (slabs of nutty chocolate or nougat). The pope says a special mass and gives his 'Urbi et orbis' blessing in St Peter's.

San Silvestro & Capodanno (New Year's Eve & New Year's Day) – Hordes of Romans flock to piazza del Popolo to see in the new year with a free concert and fireworks display. Some people add to the fun with home-grown pyrotechnics and flying spumante corks, turning the centro storico into something resembling a war zone. Beware: some older residents still honour the tradition of chucking unwanted consumer durables off their balconies.

Epifania – La Befana (Epiphany) – From middle December up to 6 January, piazza Navona hosts a Christmas fair, with market stalls peddling sweets and cheap tat. The fair is dedicated to La Befana – the old witch. As the pagan legend goes, on the day of Epiphany this 'Mother Christmas' brought presents to good children only; naughty ones found their shoes filled with coal. The climax of the fair comes late on 5 January, when La Befana herself touches down in the piazza.

Festa di Sant'Antonio Abate – In a rare example of Italian devotion to animal welfare, Romans commemorate the protector of animals, Sant'Antonio Abate, in the church of Sant'Eusebio on 17 January; those keen to ensure their pets get a place in heaven bring them along to have them blessed. It is held on 17th January.

Carnevale – A week before Ash Wednesday (Feb/early Mar). In the Middle Ages this riotous last fling before the rigours of Lent was celebrated with wild abandon on Monte Testaccio. Renaissance popes, anxious to keep an eye on their debauched subjects, brought the ceremony to via del Corso. Nowadays young Roman tykes dressed up in their finery are paraded about by their proud parents.

Important religious holidays tend to shut down the entire city. Different districts of Rome hold smaller-scale celebrations of their own patron saints in their own way, from calorific blowouts to costume parades, to extravagant fireworks displays. Rome's savvy mayor Walter Veltroni has lavished an embarrassment of cultural riches on the city in recent years, striking a good balance between small-scale, independent festivals and bigger-budget citywide events, which make ample use of Rome's endless supply of photogenic venues.

The importance of cultural events for attracting tourism has been often posited in research, however rarely tested in relation to non-cultural activities (See Table A4.1). It was investigated by the association between participation in entertainment activities and tourism flows in Italian provinces, and find that admission to theater-type activities increases as the number of domestic tourists goes up, whereas admission to museums or concerts rises with an increase in foreign tourists (See Table A4.2). Admissions to exhibitions and shows expose a positive association with both domestic and international tourists, while non-cultural activities remain statistically insignificant. The results provide important empirical support for the existence of a strong relationship between tourism flows and cultural participation. The findings also imply that the demand for entertainment varies depending on the origin of the tourist. Finally, for the cultural activities was calculate the lower-bound of the estimated revenues obtained from tourism (See Figure A4.3).
This relation shows whether there exists any relationship between demand for certain types of leisure activities and tourism flows. This hyphotesis was tested by estimating the following model:

Attendancepc,jit = β0 + β1 Tourismpc,γit + β2 Pricejit + β3 GDPpc,it + β4 Yeart

+ β Regioni

+ δit, where the attendance at leisure activities is measured by the number of admissions per capita to a performance j in province i in year t (Attendancepc,jit). The coefficient of major interest is β1 which measures the relationship between per capita tourism flows to province i in year t (Tourismpc,γit) and the dependent variable. In this study we account for tourism intensity in two ways. First, we adopt a measure of tourist visit that is the number of tourists who stayed at least one night in a province which is not their home province. Second tourists’ duration of stay (i.e. the number of nights that the average tourist sojourned in a province which is not their home province) is taken into account.

Furthermore, in order to account for varying sizes of provinces both tourism flow measures are expressed in relation to the population size of a province (e.g. tourist visitsit/populationit). We account for varying prices of a performance by introducing the admission price (Pricejit) as a control variable and controls for GDP per capita, in order to account for wealth heterogeneity between provinces. As the Italian leisure activity database is available for two years at provincial level, 2006 and 2007, an indicator function equal to one for each of the two years is also included in the estimations. In order to deal with unobserved geographical heterogeneity, we include a set of indicator functions that take the value of one for each of the twenty Italian regions. Finally, the model contains a robust estimation of variance (δit), which prevents any bias arising from the presence of outliers or heteroscadasticity. The model is estimated using ordinary least squares methodology.

The data used in this analysis comes from three sources: SIAE (Società Italiana degli Autori ed Editori – the Italian Authors and Publishers Association), the Ministry of Cultural Heritage and Activities (Ministero per i beni e le attività culturali), and ISTAT (Istituto Nazionale di Statistica – the National Institute of Statistics). The SIAE data show the number of performances, number of tickets sold, box office revenue, public expenditure and turnover per geographical area, region and type of municipality. All this information is displayed for theatrical activities (theater, opera, revue and musical, ballets, puppets and marionettes, performing arts and circuses), concerts (classical, pop and jazz), sports (soccer, team sports other than soccer, individual sports and other sports), dance and recitals, touring amusements, exhibitions and show and multi-genre. This dataset is complemented by records on museum attendance (number of visitors and revenue) provided at provincial level by the Ministry of Cultural Heritage and Activities. Museums are divided into paying and non-paying. Data on the number of visitors for paying museums are collected according to the numbers of tickets issued while for the non–paying museums estimations are based on register attendance or a counting device.

Data provided by ISTAT comes from different sources. Arrivals and stays for Italians and foreign are taken from the “Movimento dei clienti negli esercizi ricettivi” survey. This monthly survey is carried out at national, regional and provincial levels through a census that provides data on the flow of Italians and foreign in Italy based on the daily declaration that the owners of the tourist accommodation send to the local tourist board. The statistical information is collected with the survey form, where the number of customers arriving and departing, their country or Italian region of residence, and the length of stay are reported. The objective of this survey is to quantify arrivals, stays and the average length of stay in tourist accommodation. Arrivals refer to the numbers of customers, Italians or foreign, staying at least one night in any accommodation for tourists in the period considered. Stays refers to the numbers of nights that customers, Italians or foreign, spend in the accommodation. The ratio between presences (number of nights) and arrivals (number of customers) represents the average length of stay. The tourist accommodation includes all types of facilities: hotels, motels, residences, camp sites, holiday villages, farm accommodation, holiday flat and houses, hostels, alpine refuges and so on.

Conclusion.

Tourism offers a powerful incentive for preserving and enhancing intangible cultural heritage, since the revenue it generates can be channelled back into initiatives to aid its long-term survival. Intangible cultural heritage must be thoughtfully managed if it is to flourish in an increasingly globalized world. Only true partnerships between communities and the tourism and heritage sectors, built on a genuine appreciation for the aspirations and values of all parties, can ensure its survival.

III. MANAGEMENT OF CULTURAL DESTINATION ROME AND LAZIO REGION

3.1 The evaluation of Rome’s touristic flow

2013 has been an extremely positive year for tourism in Lazio and in Rome in particular. Stats show big numbers that leave us a good memory of the year just gone and great perspectives for the new born 2014. According to EBTL indeed, are about 13 million the tourists who visited Rome in 2013, or italians (about 5 million) either foreigners (more than 7 million) coming mainly from USA, Europe (Germany, UK, France and Spain), but also from Latin America, Russia and South-East Asia (China and India).

This kind of data cheer up and confirm that the roman holidays keep on making people dream.

A lot of people from all over the world indeed chose Lazio and Rome to spend many unforgettable days among archeological wonders, excellent boutiques and restaurants that only Rome can offer.

The most crowded days have been during christmas time, from 23rd december to 3rd january for a total amount of about 700.000 visitors. Without a doubt contributed to this success the big deal of events, expositions and shows offered by the capital, whose engine doesn’t stop working and for this year as well will attract a large number of tourists. 2014 seems to be a very crowded year as specialists remark.

In 2013 European Cities achieved an average relative growth in total bednights of 3.5%.

In the last five years, the average yearly international bednight growth rate for European cities was 6.2%, 1.9 points higher than the average yearly bednight growth rate for the 28 EU countries.

ECM predicts a growth of +3.6% in total bednights, and +5.1% in international bednights. The smaller cities of Europe have the highest opportunities for growing.

The recently presented 10th Edition of the European Cities Marketing Benchmarking confirms the positive growth trend of the previous years by leading a robust European tourism industry in 2013. European Cities achieved an average relative change of 3.5% in total bednights and 5% in international bednights. Central and Eastern European cities led the forward charge with several exhibiting year-on-year total bednight growth rates above 10%.

London and Paris continue to lead Europe’s city tourism industry in terms of total bednights in 2013. Berlin, Rome, and Barcelona maintained their ranks among the top five cities with decidedly strong year-on-year bednight growth rates. The highest growth rate among the top 5 cities belongs to Berlin whose bednights increased by 8.2% (See Figure A).

All but three of the top-ranked 15 cities showed positive year-on-year bednight growth rates. Istanbul reversed the negative trend exhibited last year and managed to gain an impressive 4 places in the top rankings.

European cities continue to be the clear leaders of the European tourism industry. The average annual bednight growth rate for the ECM report cities was 6.2% – 1.9 percentage points higher than the average yearly bednight growth rate for the 28 EU countries. In the past five years, total bednights from the key source markets grew by 22.4% in ECM report cities compared to 8.4% in the 28 EU nations.

Internationally-sourced bednight numbers continue to grow at a faster rate than those sourced domestically. Germany, the USA, and the UK once again topped the list of source markets by contributing a combined 75 million bednights to European cities. Spain and Italy maintained their status as top source markets but continued their negative growth trends exhibited in 2012. In comparison to its 14.8% growth in 2012, Japan showed a decrease of 5.8% in 2013. France maintained steady positive growth as a source market in 2013 while the Russian and Chinese markets continued to stand out with growth rates in the double digits. Since 2009, the latter two source markets have more than doubled their bednights contributed to European cities.

In addition, although the relative size of the 9 major source markets did not change much, the international bednights from the remaining source markets have increased by 4%, contributing 55% of the ECM report cities’ International source markets –the guest mix is therefore getting more diverse.

For the very first time, the ECM Benchmarking Report 2014 features short term forecasts for total and international bednights in European Cities on an annual and monthly basis. The study predicts a total bednights growth of +3.6% for 2014. When looking into the predictions in detail, it seems that also in 2014 growth will be mainly driven by international markets with an expected +5,1%, compared to +1.9 % for domestic markets (Figure 3.2).

Compared to the leading so called ‘European Premier League’ cities like London, Paris, Berlin, Rome or Barcelona in which relative growth can hardly reach double digits any longer, the prediction provided is probably too conservative for the other medium and smaller cities, especially for those within Eastern Europe. Particularly smaller cities still have significant potential to grow in terms of bednights, but also bed capacities and are expected to benefit most in 2014.

Everyone loves to travel. Packing a bag, hopping on a plane, and exploring a new city or even country can be exhilarating. There’s so much to see and do, that having a quick way to compare various options, can be quite useful.

Two of tourists’ favorite cities are Rome and Paris. So, here are put together an infographic with some statistics about the two amazing cities that will show some major differences between them. Many travelers choose to visit multiple destinations when they have a vacation in Europe. Logically, people might choose Rome and Paris because it allows them to see France and Italy, and inter-country flights are relatively short and affordable. Here are some quick stats straight from the image:

Rome. Tourism grew 5% in 2013 compared to 2012 (12.6 million tourists vs. 11.9 million) — Source: Bilateral Tourism Authority of Lazio

Vatican Museums had 5.5 million visitors in 2013

Four-star hotel prices: starting at €120 — Source: timeout.com

Weather: July is hottest at 75°F (24°C); January is coldest at 46°F (8°C)

Rainiest month is November — Source: holiday-weather.com

Annual visitors to Colosseum: Over 5.1 million — Source: travelandleisure.com

(Figure 3.3), (Figure 3.4), (Figure 3.5)

Paris. Over 32 million people visited the City of Light in 2013 — Source: Daily Mail

Average cost of “very comfortable” hotel: €151

Weather: July is hottest at 68°F (20°C); January is coldest at 41°F (5°C)

Rainiest month is May — Source: holiday-weather.com

Louvre had 9.2 million visitors in 2013 — Source: discovery-zone.com

Eiffel Tower has nearly 7 million annual visitors — Source: toureiffel.paris

3.2 Implementation of strategies regarding development of cultural tourism on short, medium and long-term

Tourism today is a major industry impacting a lot of small and medium businesses. It has many participants and players. It has some unique characteristics and throws challenges to all governments, due to its snow- balling impact on the whole economy. There is no doubt that tourism directly and indirectly influences national, regional and local economies. Tourism development has various potentially beneficial economic impacts that may positively influence the process of economic development in the destination country. There are many examples in practice where tourism has been the main engine of economic growth and development in destination countries and regions. Tourism brings financial compensation, (money and other stimulants) into less developed countries and mobilizes their developmental programmes. Also, tourism aids poverty alleviation and how it impacts the local and national economy of host countries.

Tourism and National Development. Tourism emerged as a global phenomenon in the 1960s and the potential for tourism to generate economic development was widely promoted by national governments. They appreciated that tourism generated foreign exchange earnings, created employment and brought economic benefits to regions with limited options for alternative economic development. National tourism authorities were created to promote tourism and to maximize international arrivals. However, an awareness of the negative environmental, social and some other impacts also increased. The importance of economic benefits at the local level, environmental and social sustainability was also widely accepted. It was observed that tourism presents excellent opportunities for developing entrepreneurship, for staff training and progression and for the development of transferable skills. Tourism development focuses on national and regional master planning. It also focuses on international promotion, attracting inward investment. The primary concern has been with maximizing foreign exchange earnings. These earnings enable the government to finance debt and also to finance some investments in technology and other imports for economic development.

No trade barriers to tourism. Unlike many other forms of international trade, tourism does not suffer from the imposition of trade barriers, such as quotas or tariffs. Mostly, destination countries have free and equal access to the international tourism market. This position has become strengthened by the inclusion of tourism in the General Agreement on Trade in Services, which became operational in January 1995.

Local management of tourism & partnerships: Local communities and the poor amongst them are more likely to benefit from planning gain where they are involved in discussions and decisions about tourism developments. Benefits can be maximized where the complementarities between different forms of tourism development and their livelihood strategies are given due consideration. Appropriate planning structures can facilitate effective community participation in the tourism development process and provide a mechanism for capturing planning gain through infrastructure, employment and economic linkages. A planning process should define carrying capacity and set limits of acceptable change. This will influence local communities’ active participation in tourism development and help in achieving anti-poverty goals. It is through participation by these local community people whose traditional and local knowledge can be utilized for empowering them. This will also help in maintaining the environmental, social and cultural integrity of destinations.

Infrastructure and Planning Gain: The development of infrastructure and tourism development are inter-related. Tourism can contribute to overall socio-economic development through the provision of roads, telephones, and electricity, piped and treated water supplies, waste disposal and recycling and sewage treatment. Roads developed for tourism provide opportunities for trade and new roads opened to improve trade also bring tourism opportunities if they open access to tourism resources. New economic corridor development projects often create tourism development opportunities for local communities in addition to improving trade linkages. These facilities enhance opportunities for other forms of local economic development, but more could be done at the local and national level to maximize those benefits, particularly when new projects are licensed. It is possible to maximize the planning gains through appropriate policies by government and tourism planners. The right policy in the right direction will encourage local economic development and benefit the poor.

Small and Medium enterprises (SMEs) development: The increased interest in local tourism experience results in increased opportunities for the development of new locally owned enterprises. This helps in providing competitive and complementary goods and services. This trend is found in developed country destinations. This can be supported by government policy and SME development strategies. The tourism industry offers viable opportunities for the development of a wide range of SME’s. Even in the developed countries they contribute to the largest part of local tourism supply. In Europe small and medium-sized firms meet 70% of tourist accommodation demand. Some estimates for the developing world put the comparable figure as high as 85%. In well-established developing country destinations, like Goa, increasing numbers of international tourists are staying in locally owned accommodation. SME’s are very important in the provision of restaurants and bars, handicrafts, the supply of furnishings and other consumables to hotels, the provision of transport, local tour operating, guiding and attractions. All this requires access to capital resources and training in business management for SME’s. This requirement is critical in the field of marketing. Providing information, advice and mentoring to small and micro enterprises and emerging entrepreneurs can make a significant contribution to their success.

The European Union considers the ethnic and cultural diversity of its citizens as one of its most important heritage so much that in 2008 was celebrated the European Year of Intercultural Dialogue. The European Commission, in its documents, has always emphasized the strong points and sources of wealth represented by the different cultural identities of the Member States. The new policy of tourism, promoting different cultural itineraries, offers a great opportunity to enhance and draw greater benefit from this basic principle. They are convinced that the promotion of touristic cultural itineraries contributes to the strengthening of the European identity positively, and even locally, affecting the awareness of being European citizens.

The result obtained so far in those programs promoting cooperation and experience exchange that is a confirmation of this. In this historical time, the treaty of Lisbon going into effect, the Commission is defining a new framework in tourism and they wonder how much the European Regions may contribute in promoting cultural tourism itineraries.

Five points may be highlighted:

1. The development of the regional tourism potential linked to local cultural itineraries.

While acknowledging a new trend in tourism and, more precisely, in cultural tourism, we can say that the latter is based on the demand, and consequently on the offer, of knowledge exchange and mutual respect, as well as cultural exchange and the fruition of material and immaterial assets.

Not only the strengthening of the European citizenship is based on this concept, but also the intercultural dialogue among the citizens. The most solid foundation for a socioeconomic sustainable and durable development is mutual knowledge through the exchange of cultural experiences.

Some more considerations can be drawn regarding the concept of sustainable, durable development, in order to support the Commission’s commitment in promoting cultural touristic itineraries. In the light of the considerations and objections launched by the COM 621 of 2007 and 352/3 of 2010 they believe that the development of cultural touristic itineraries may significantly contribute, not only to the promotion of the European citizenship and the neighbourhood policy, but also to the safeguard of the EU as” the first tourist destination in the world”, welcoming in its territories different cultures from all over Europe and the world. The interpretation of this principle by well-organized communities (with vertical and horizontal governance) will originate a varied way of promoting tourism through cultural itineraries which may concentrate itself on the means of transport or a specific thematic.

They are now facing a new trend in the tourism industry, thanks to the consciousness of enjoying both tangible and intangible assets, by visiting the cultural heritage of the territory and appreciating landscapes, cultures and atmospheres. We can imagine to promote a kind of slow tourism, with cultural exchanges as a part of the journey. These considerations lead us to think slow tourism might be a great opportunity to relaunch the European territory as a whole and not only the big cities.

Through cultural itineraries, tourists will be able to appreciate the thousand year old history and tradition of these territories. Comparing the organized cultural tourism in the big cities with the ones yet to be organized in less known areas leads us to imagine better intercultural exchanges strengthening the sense of European citizenship. Finally, it is easy from an economic standpoint to imagine the strong impact of this kind of tourism in rural and mountain territories.

The socioeconomic effect of the European cultural itineraries may be a catalyst for local development, ensuring new jobs in often rural, marginalized and more and more depopulated areas. The investment in these areas would guarantee a “life project” to young entrepreneurs by creating new jobs which, even having a little impact on the GDP of Lazio, the region of Rome, may offer a professional alternative to young people and discourage them from abandoning internal and rural areas.

The impact on the environmental sustainability could just as easily be imagined, a basis for the lasting competitiveness of the European tourism industry.

Hence, promoting the creation of mainly private associations based on the study of local traditions in the contest of an itinerary and surveying the ones already existing helps tourists enterprises and increases the social economic development of their territory.

2. Encouraging the promotion of the official local cultural itineraries in the general context of the European ones. The second aspect where the European Regions may play a role is the promotion of official local itineraries through their connection with European ways, such as itinerant tourism (campers and caravans), ecotourism (trekking, cycling, horseriding etc.) or to both tangible and intangible cultural heritage on the territory. For this purpose it will be very important to promote a training (including languages and experience exchange) aimed at the entrepreneurs involved in this European project. Infinite possibilities of action open up concerning this non conventional training, which may contribute to a new way of educating to the European citizenship. For instance, it might be interesting, in terms of policy integration, to define agreements about the programs of the European school system with the aim of a common program of education to the European citizenship including mandatory trainings in one or more European countries.

3. Promoting safety and quality in accommodation. Training is particularly important in the promotion and development of a sustainable tourism at an economic, social, territorial, environmental and cultural level. Therefore it will be necessary to invest new technologies (especially regarding security) and training programs also based on the importance of communicating the historical and cultural uniqueness of the territories and landscapes as well as on the value of welcoming and European integration (dialogue, cultural exchange, etc.).

4. Promoting the fulfilment of the regional governance. The governance will involve not only the promotion of local tourist itineraries but also their integration within the system of the cultural European ones, favouring their connections with other networks, also thematic ones.

Finally, this governance will necessarily have to consider the environmental sustainability of tourist facilities and the transversality of the tourism policy with respect to the regional ones (transport, culture, rural development, SMEs, etc.) in order to create synergies aimed to improve the quality of the tourist service. Great attention must then be paid to the adjustment of tourist facilities, according to the new needs of a sustainable development and welcoming (elderly, disabled, etc.).

5. Adjusting socio‐economic knowledge in general and its related activities. It is necessary, through a rapid adjustment of the regional administrative organization, to enable the collection of data on tourism at a regional and local level, according to the new regulation of the European Parliament and the Council, also in order to monitor the effects of the future European policy in tourism on local and regional level.

Tourism is one of Italy's most significant economic sectors accounting for 4,1% of Italy’s GDP in 2012. Over the past 10 years, employment in the industry has risen from 4.6% of total employment to 5.2%, and in 2013 there were approximately 1.1 million people employed in the hotel and restaurant sectors alone (4,8% of total employment). The sector is highly internationalised and a significant export driver, representing around 40% of exports service, with main origin markets being Switzerland, Germany (although declining with respect to the past), United States, France, United Kingdom, Switzerland, Austria and more recently Russia. The great variety of tourism resources allows Italy to offer four-season tourism. According to the National Agency for Tourism (ENIT) in 2010 towns of historical and artistic interest attracted most of the visitors (45%), followed by the seaside with 17%, while mountain and lake locations together accounted for nearly 22%. Despite the fact that tourism is internationally recognized as a major strategic asset of the country, Italy has only recently developed an integrated strategy (the National Tourism Development Plan of 2013) to boost tourism competitiveness and productivity and turn it into a major source of revenues and a catalyst for growth and employment. The main priorities of the plan include:

– making governance more effective by equipping the Ministry of Tourism with increased power and autonomy and re-launch the National Agency for Tourism;

– improving tourism offer, with focus on southern regions and the islands;

– re-qualify the hospitality sector;

– reinforce infrastructures, with focus on air accessibility;

– invest in education and training and support high-skilled professionals in the sector;

– attract international investments through fiscal incentives and reduction in bureaucracy burdens.

Perspectives in the sector are encouraging though it is unanimously recognised that – unless a strategic investment and long-term effort is undertaken – the country risks to loose competitiveness towards other emerging destinations, jeopardising a bunch of natural and cultural resources whose full unfoldment still lacks an effective strategic management.

Main Tourism Offer:

* Coastal tourism

* Winter sports

* Cultural tourism

* Food and wine guided tours

* Health and wellness tourism

* Events and folklore

* Spiritual tourism

* Cruising/Yachting/Sailing

The Tourism Satellite Account for Italy indicates that in 2010, the value added in tourism accounted for EUR 82.8 million, 6% of the total value added in the whole economy. The contribution of tourism to employment – including direct, indirect and induced effects – was 13.8% of the total in 2011.

Italy is one of the most important international tourism destinations, with 76.3 million foreign visitors in 2012, up 7.9% over the four years from 2008. The main source markets are Switzerland, Germany, France, Austria and Slovenia. Italians made 53.3 million trips abroad in 2012, 2% fewer than in 2008.

Labour Market Trends. Tourism in Italy is dominated by small and micro enterprises, 90% of which under 10 employees, with significant effects on employment patterns and sector productivity. The latter has been decreasing over recent years resulting into lower wages (among the lowest in the Italian economy) which negatively affect tourism attractiveness as an employment option. Tourism firms –mainly small and micro enterprises – still employ a very low number of university graduates (five times lower than in industry and services) in favour of a very large number of people with no specific education required (37%). As a consequence of seasonal peaks which require temporary and quick increase/decrease in labour force, the sector features a large amount of irregular work which absorbs an increasing number of migrants workers often experiencing difficult and unstable labour conditions.

Noticeably, recent trends show that demand in the sector is growing for intermediate and low qualified professions, while demand for high-skilled professionals, technical and white collars is generally declining. In this context the effect is of a vicious cycle as perceptions of poor conditions, career paths and pay rates, relative to other industries, are likely to continue, affecting the already poor image of the tourism industry on the labour market.

With the project “Lavoro e Sviluppo” (Work and development) – the government aims now to better match supply and demand on the labour market in the tourism sector and increase the sector attractiveness and productivity, via sector-specific vocational training intervention for unemployed people, especially in the southern regions.

Education and Training. Effort on the side of education and training is considered fundamental in order to re-launch tourism and maximise its potential over the long term, whereas currently Italy experiences both a quality and a quantity gap in the tourism education and training offer.

Italy has initiated a reform of Secondary and Technical education, which should contribute to better matching educational and tourism industry needs, with a strong focus on the quality of services and initiatives supporting professional development. Likewise tourism university courses have increased in

Italy, though – as explained above – the number of students is declining and the demand for higher education skills from the sector is very weak. In general tourism businesses are not playing an active role in the definition of course content or the development of a dual education and training system. The importance of the informal economy in the Italian tourism sector also means that a significant number of businesses are not registered and do not work with industry federations and their training offers. Further to enhanced dialogue between education provider and industry, an integrated governmental approach, closely associating the regions, the private sector and the education and training organisations is needed. This approach should support skills diversity and attractive careers in tourism. Mechanisms for the identification of skills shortage in the sector shall also be developed.

Trends and Prospects. Although tourism still plays an important role in the Italian GDP, Italy is recently losing competitiveness and falling behind France and Spain and other destinations which international travellers judge overall as more affordable or more “easy”. In the absence of destination strategy that defines the desired positioning, the supply in Italy has tended to focus so far on a few things already known to the general public, with negative effects on accessibility and quality of the experience of visiting.

According to estimates, the National Strategic Plan “Italian Tourism 2020: Leadership, Jobs, South” is now expected to generate 500,000 new jobs and an increase of € 30 billion in the GDP by 2020.

In order to meet these expectations however the country needs to successfully tackle a set of key sector challenges which include lack of integration at level of governance, laws, statistics; disparities in development between the North and the South, a fragmented promotion of Italian tourism attractions; a gap between the needs of the tourism industry and the training offered by tourism education, which is still unable to provide students with the right skills. Furthermore, the Italian destination needs to focus on the development of new “tourisms” linked to the territory and the environment rather than on widespread patterns already across the world and turn to sustainable tourism and accessibility issues to make its offer valuable in the long run.

Overview

*Cultural tourism is the most developed product it Italian tourism, with amount of visitors of cultural sites increased over the past years despite the crisis.

*Emerging trend in cultural tourism in Italy features shorter but more frequent trips; ‘active’ holidays, integrated themed itineraries (culture, food and wine, events), and alternative ways of organizing a holiday linked to new technologies (mobile telephone applications, integrated cards, 2.0 web)

*Beyond cultural heritage, a large share of cultural tourism in Italy is represented by rural tourism and gastronomy tours. In 2008, there were 112 wine routes in Italy (over 10 000 km in length), attracting approximately 4 million visitors, and an estimated turnover of approximately EUR 2 billion. In 2009, the volume of business increased by 20%, while 20 million Italians chose wine and food tours; 144wine routes have been identified.

*Pilgrimages and spiritual heritage also represents a developed and profitable segment of tourism in

Italy, concentrated in specific locations and events and accounting for significant revenues.

Main services and products:

Rural tourism

Archaeological sites and tours

Spiritual tourism

Exhibition and cultural events

Wine and food tours

Cultural cities

Art tours

Folklore events

Tourism organization and governance

In 2013, the responsibility for the governance of the tourism sector moved from the Prime Minister’s Office to Ministry of Culture and Tourism (Figure 3.6) with a mandate for both safeguarding Italian cultural heritage and the development of the tourism industry.

In the field of tourism, the central government carries out the following tasks:

Elaborating and defining national tourism policies, in co-ordination with the regions and autonomous provinces;

Adopting measures for the tourism sector, and planning and managing structural funds;

Supervising the State Tourism Agency (ENIT), the Automobile Club d’Italia (ACI) and Club Alpino Italiano (CAI);

Providing assistance and incentives to encourage tourism demand;

Promoting investment in Italy and abroad;

Delivering certifications and authorisations to foreign professionals;

Managing relations with international organisations and participating in the elaboration and adoption of EU legislation.

The State Tourism Agency (ENIT- Ente Nazionale Italiano per il Turismo) comes under the supervision of the General Directorate for Tourism of the Ministry of Culture and Tourism. Regions and other stakeholders are represented on ENIT’s executive board. It pursues the objectives of promoting Italy as a destination and promoting its natural and cultural heritage. It also carries out studies and publishes research, professional and promotional materials, and develops marketing and promotional strategies to support the tourism industry, in co-ordination with local authorities and other stakeholders.

Italy’s Constitution empowers the regions to play an essential role in the field of the tourism through key activities, including:

*Managing European Structural Funds

*Programming and developing tourism activities at regional and local level

*Promoting strategic marketing activities

*Performing tasks related to regional tourism structures

*Performing tasks related to enterprises and tourism professions.

Provinces and municipalities also contribute to the improvement of the quality of tourism supply. Their national organisations are the Unione delle Province Italiene (UPI) and the Associazione Nazionale dei Comuni Italiani (ANCI).

The most important industry federation and associations at national level are:

The Federturismo (part of Confindustria), Confturismo (Confommercio) and Assoturismo (Confesercenti). Their tasks are to represent tourism industries and professionals, provide information and communication o actions of common interest, undertake training,

Studies and research programmes, promote the culture of entrepreneurship, and support initiatives in sustainable tourism development.

One of the Rome’s tourism organisation is National Association of Tourist Guide Professionals.

The National Association of Tourist Guide Professionals (ANGT), based in Rome, is an organization that was founded in 1986 and accepts professional tourist guides qualified to practice under current laws as members – either as individuals or under the local organization category. The association consists of the general membership, the Board of Directors, the President, the Board of Auditors and the Board of Arbitrators. There is also an internal representative, established by statute that serves as the liaison between local tourist guide organizations and the ANGT Board of Directors. The Board of Directors is comprised of seven individuals elected by the ANGT membership who serve 2-year terms – the President, 2 Vice Presidents, the Secretary, the Treasurer and 2 Councillors. The President also serves as the legal representative of the association.

During the visit in Rome, the city presented its security and tourism policy, in particular regarding information to tourists and technologies used for the protection of national heritage monuments and sites, as well as for information gathering. The city of Rome has many schemes in place, such as Tourism Information Point (TIP) ; the processing of complaints by the Department of Economic Development and Productive Activities ; the Office for the Protection of Consumers, which deals with complaints (including those from tourists), and the website www.turismoroma.it.

Other measures include:

*Unesco World Heritage Site Management plan for the protection of archaeological sites and the prevention of vandalism;

*SIRS electronic system, which classifies police intervention according to typology (nightlife, prostitution, parking offences, problems with taxis, etc) and specifies the penalties and other responses to problems;

*“Io segnalo” (I Report) system, which allows the local police to record cases reported by members of the public, including tourists;

*Operation Centre LUPA, which is a platform that receives users’ reports through Twitter.

As part of the Security&Tourism project, the city of Rome is conducting an audit in order to improve coherence among all the security and tourism schemes; strengthen cooperation among the various bodies in charge of security and those in charge of tourism, and improve the partnership between the police and departments that manage cultural sites.

The issue of security and tourism is important for Rome, where tourism is a key sector, told Marta Leonori, Deputy Mayor for Tourism. Also many questions addressed through the project are linked to today’s urban challenges and we must identify the most pressing problems for which a response is needed. Some problems are typical of Rome, for example tourists who go back home with a piece of our heritage in their suitcase. Others are common to all cities. In any case, the exchange of practices offered through the Security&Tourism project is a very interesting basis.”

Trend and prospects

Since Italy’s competitiveness as tourist destination is under pressure, ways to use cultural heritage more efficiently as a tourism resource are being considered, mainly in order to win back some of the ground lost to emerging destinations. The reform of the museum system of Italy is but one example of this tendency, aimed to make their management more flexible so to easily respond to evolving needs.

A key challenge at present is that management of heritage is scattered among several actors, namely the national government, local governments (regions and municipalities), non-profit institutions, partnerships between public and private actors and the Catholic Church. The heritage law does not explicitly state how different actors should co-operate to balance preservation and enhancement.

Cultural tourism policies should in the first place remove the barriers to use the bunch of resources available properly. There are further issues such as the lack of adequate promotion activities and the lack of public transports to cultural sites and the coordination among actors.

3.3 Case study. Elaboration of promotional cultural touristic packages to Rome. Tourist itineraries

Some trips are scrimped and saved for, and others can be spontaneous and exciting. All trips are meant for adventure, relaxation and enjoyment. By planning well, you can ensure you that you and your family or friends can enjoy a hassle-free trip with only the good kind of surprises to ensue.

Choose your location. When people think to themselves, "I want to take a trip," usually they have a place in mind. Where's yours? Try to make it as specific as possible.

Research it online and discuss it with your fellow travelers. Websites are a great place to browse travel photos, journals and videos posted by real people sharing their experiences. For example, before going on a trip to Japan, do a quick search – you'll get all kinds of stories and advice from people who recently visited Japan. Each trip offers you connected experiences from real people so that you can get a better picture of the place you want to go.

Keep in mind weather and climatic conditions, merits and demerits of the place, types of recreation (beaches, culture, shopping), and facilities (transport, eating out, etc). What clothes are suitable? How removed from civilization will you be? What does your destination require?

Choose when you want to go. This will be determined by a number of things, but mostly your schedule. How much time can you feasibly take off work? In addition to your constraints, consider more global factors: Do you want to go during the off-season or while tourism is booming? The off-season will offer discounts, but it will also mean closed doors and reduced availability. When it comes to weather, do you want to deal with winter or the rainy season? How about when it's hot and muggy? And then there's ticket prices – if you're flying, when is it the cheapest to fly?

Plan a loose itinerary. Planning too far ahead may backfire, because vacations hardly ever go as planned. Plan for spontaneity, but keep hints from travel guides in mind. Mark places to visit and things to do. How many days do you have? You should keep the overall schedule in mind – you do not want to end up too tired (or alternatively, bored). Make a list. Write down the places you want to visit, including restaurants, museums, malls, and other places of interest. This will help give you ideas and prevent being completely lost when you arrive and do not know what to do. Include how you're going to get around. Does your itinerary involve cab rides? Using the subway? Trekking on foot? If you are taking public transportation, make sure you know how that's done wherever you're going.

Be wary of going through a travel agent. The largest immediate savings in planning your trip would be to use an online travel website to research, plan and book your travel adventures vs. going to a local travel agent where you live. Travel Agents simply must charge booking fees, or they could not stay in business. Not only does a travel website pass savings to you in low overhead, they are able to rapidly check hundreds of options within a few seconds. The five things you can do to help yourself and your budget (that you don't need a travel agent for) are the following: 1) Book your flight and hotels at the same time, not separately 2) Be willing to fly mid-week and off-hours 3) Be willing to fly or land at a neighboring airport within 30 miles (48 km) of each other 4) Pay an all-inclusive price when possible, so that meals and gratuities are included, and 5) The actual season you travel.

Here are several suggestions what can be visited in Rome during 2, 3 or 4 days.

Departure: Chisinau-Rome – 1 person

Distance by bus: 2204 km Time: 23 h 35 min Cost:200EUR/pers(round-trip)

Distance by plane: 1414 km Time: 1.8 h (800km/h) Cost:180EUR/pers(round-trip)

Only two days to visit Rome? Here follows an exciting itinerary for visitors with only a short time to discover the city’s main attractions (Figure 3.7).

FIRST DAY

Basilica of St. Peter in the Vatican – Castel S. Angelo -Piazza Navona – Pantheon – Piazza di Spagna – 3 hours – guided tour 56 EUR/pers

SECOND DAY

Colosseum – Via dei Fori Imperiali – Roman Forum – Campidoglio (Capitol Hill) and the Capitoline Museums – 5 hours – guided tour 60 EUR/pers

Accommodation (with breakfast included): 148EUR/ 2 nights/ 2 person

Daily food expenses (lunch and dinner): 60 EUR/pers/ 2 days

Calculation: 360(2pers)+2(56+60)+148(2pers)+120(2pers)=860EUR (430EUR/pers)

Visit Rome in 3 days.

FIRST DAY:

Colosseum – Monumentul Vittorio Emanuele II – Via del Corso – Pantheon – Piazza Navona – Fontana di Trevi – Piaza di Spagna – Piazza del Popolo. And the day could be finished at theme park Campo dei Fiori.

SECOND DAY:

Vatican Museum – Piazza San Pietro –San Pietro Cathedral – Castle Sant’Angelo – Pincio. In the evening you could make a promenade in Trastevere zone.

THIRD DAY:

Villa Burghese – ZOO– Colosseum.

Distance by plane: 1414 km Time: 1.8 h (800km/h) Cost:180EUR/pers(round-trip)

Accommodation (with breakfast included): 148EUR/ 2 nights/ 2 person

Daily food expenses (lunch and dinner): 60 EUR/pers/ 2 days

Entrances for sightseeings: 150EUR/pers

Calculation: 360EUR/ 2pers +148EUR/ 2pers + 120EUR/pers/ 2 days +150/pers*2=928EUR (464EUR/pers)

•First and may be the best advice is to equip yourself with a pair of very comfortable shoes. The pavement from the roads will make you feel very tired after one day walking by feet.

•Buy a bottle of water and take care of it because you can fill it up on the streats where you can find drinking fountains with fresh and cold water.

•Use Rome Pass! Buying this card you can use free of charge all means of transports, access free of charge 2 sighseeings and you have discounts or other museums and special acces door for Colosseum avoiding endless queues. Price of this magic card is 34 EUR and is valid 72 hours.

•The underground is opened from Monday to Thursday from 5.30AM till 11.30PM, and on Friday and Saturday until 1.30PM. Instead of going to early to hotel you can use night buses that rides from 12PM till 5.

•They recommend to choose an accommodation in Termini zone. In this zone you have quick access to two undergrounds and buses that rides frequently to the center of the city.

•Prices are higher close to the touristic attractions. For example one good tasty pizza costs about 12-15EUR but the same tasty pizza costs 9EUR further from sights.

• Mouth of Truth (Gura adevarului) is the place that should be visited by children. The legend says that the face of man carved in the marble knows who lies and bite the arm of that person. Ask your child to put his arm into the mouth of this statue and you can ask him everything you want to know.

•Eugenio is the oldest gallery from Rome and from all over the world. It can be find at Piazza Venezia. They recommend to taste the ice cream made by Casa de la Frigidarium located close to Campo dei Fiori.

• Amusement parks like: Campo dei Fiori and Trastevere.

•The effort made to reach ZOO does not worth, they say. There are few animals and the entrance tax is 14 EUR.

Visit Rome in 4 days.

An itinerary leading us through the whole of Rome’s fascinating history: from its ancient ruins to the Baroque, from the Vatican to Trastevere; a route meandering through the main shopping streets as far as the futuristic district of Eur. It is an ideal path for visitors planning a four day stay who evidently have no intention of missing out anything.

FIRST DAY

We start off from the Colosseum, the symbol of Rome par excellence with a history stretching back almost two thousand years. To the right of the Colosseum, here we are at the Arch of Constantine, Rome’s best-known triumphal arch. While just a stone’s through away we can see the Palatine Hill, where Romulus founded the Eternal City in 753 B.C.

Moving down the Via dei Fori Imperiali we come to the Roman Forum, the political, financial and religious hub of Rome, with the Imperial Forum just across the road.

A little further on, at the end of Via dei Fori Imperiali and after Piazza Venezia, there is Piazza del Campidoglio, which has been centre of city government since the XII century. Michelangelo’s stunning piazza is flanked by the Capitoline Museums, the world’s oldest national museums.

Leaving Capitol Hill to walk down Via del Corso, one of the greatest masterpieces of architecture awaits us: the Pantheon, a perfectly proportioned temple dedicated to all of Rome’s major gods.

It is time to start heading off in the direction of the Tiber to suddenly find ourselves in one of Baroque Rome’s most spectacular piazzas: Piazza Navona. The square’s Baroque style is largely attributable to Bernini’s Fountain of the Four Rivers and his rival Borromini’s Church of Sant’Agnese in Agone and Palazzo Pamphili.

By tracing our steps to Via del Corso we can discover two more celebrated sites: The Trevi Fountain and Piazza di Spagna.

The Trevi Fountain’s spectacular impact does not gradually creep up us. None of the roads in fact hinges on the Fountain itself. True, we can hear the rumblings of its waters drawing closer, but then we are totally unprepared for the amazing sight suddenly awaiting us. It is as though the curtain is raised before our eyes. It is impossible to tire of the surprise that lies in store.

Piazza di Spagna is, on the other hand, located in one of the most elegant and exclusive areas in the historic centre. Visitors are consistently captivated by its remarkable steps, which were designed by Francesco De Sanctis in the eighteenth century.

SECOND DAY

Our second day commences in the Vatican City, where visitors are literally hypnotised by the impressive splendour of the Basilica of St. Peter as soon as they start making their way down Via della Conciliazione. No photograph can do justice to the sense of marvel inspired by immensity of the building, the grandeur and by the magnificence of the adornments and works of art inside. Once here, a visit must be made to the Vatican Museums with its huge artistic wealth, the product of centuries of collecting and papal commissions.

If we turn back down the Via della Conciliazione, we will reach Castel Sant’Angelo, the papal fortress built in the Medieval period on the ruins of the tomb of the Emperor Hadrian (II century A.D).

We suggest now moving off towards Trastevere, an ideal district for a pleasant stroll through its alleys and piazzas whose colours and general atmosphere still preserve genuine Roman traits of old. Trastevere moreover offers a vast choice of restaurants and bars to spend a relaxing evening out.

THIRD DAY

Given that you have that extra day, we would advice spending it away from the historic centre at Ostia Antica’s huge archaeological site. These massive excavations provide a unique opportunity to mentally piece together a picture of what an ancient Roman town must have really looked like, to learn about everyday lives of a glorious past age, which often proves to be a rather more difficult task among the city centre’s huge public monuments.

On our return from Ostia Antica, let us get off the bus one stop before Porta San Paolo in order to take a walk through Eur, to discover a more modern Rome, a district where one is aware of a uniquely metaphysical and surreal atmosphere.

From here, after reaching the Ostiense district, it is definitely worth your while visiting the Centrale Montemartini, which merits praise as a fine example of industrial archaeology converted into a museum. To create space in the Museum of the Palazzo dei Conservatori, the Museo Nuovo and the Braccio Nuovo, while ensuring the works of art remained on public display, an exhibition was created in 1997 in the restructured rooms of the first public electricity plant in Rome.

FOURTH DAY

Much of the fourth and last day is spent in parkland.

We are in fact off in the morning to the Villa Borghese public park for a visit to the Borghese Gallery. This exquisite art gallery is home to a fine collection of masterpieces including those of Caravaggio, Canova and Bernini, to name but a few.

We recommend in the afternoon visiting the Catacombs of Appia Antica, the underground cemetery of the first Christians, situated outside of the city walls as the burial of the deceased was then prohibited in a residential area.

Finally a stroll along the original Appia Antica is the perfect way to bring your stay in Rome to a close and an opportunity to once again let those stones and relics resting in their natural environment bring history back to life again.

CONCLUSION

After the studied material through making my thesis, I studied that Rome is a capital City with an enormous heritage to see, enormous and strong economy to feel, tastiest dishes to taste and the hugest shops to spend the money. Having such big touristic potential, Rome holds well its economy and industry of tourism offering all possibilities for seeing, feeling, tasting, finding out the information needed, the monuments tourists want to see, the cuisine tourists want to taste, the history tourists want to know and many other things that occur tourism industry.

Through my researches I saw that Lazio region and Rome, manage their industries very well, offering great possibilities for tourists and offering themselves the possibility to gain as much money as it is possible from tourism industry due to magnificent and spectacular sights and views.

Rome’s infrastructure is appreciated at a good level of development despite that fact that it needs to improve touristic infrastructure and to review and offer spending for renovation of cultural sights. Also touristic infrastructure offers a lot of possibilities and options if speaking about accommodations (hotels, motels, camping, apartments for rent) and catering (restaurants, pubs, café shops, pizzeria). It refers also to the technical and material base that all this units have. In such a way, the tourist infrastructure is well developed in this amazing city due to that factor that annually Rome’s tourism organizations spend a lot of money for development of this sector of economy.

According to these facts, the government of Italy and specialized tourism organizations are not going to stop here with the improving their infrastructure. They are going to involve more power and money for its development and for increasing the average of spending money of the inbounds tourism, as the domestic tourism too.

The long-term legacy of these projects will be measured in the success of the Lazio region together with Rome in attracting more visitors, travelers in shorter period from new markets, capitalizing its new image, encouraging this business and subsequently attracting the sort of increased revenue by implementing and gaining a variety of projects designed to improve tourism industry. The short-term benefits are already being felt by offering a good developed touristic infrastructure as informational and technical basis in touristic industry. SME businesses are taking up the challenge to become more sustainable or to improve their quality and levels of accessibility by enlarging their activity offering more jobs reducing the rate of unemployment. And the city’s fragmented tourism infrastructure, delivered by a wide range of organizations, local authorities, SME businesses, and chambers of commerce, are beginning to work together in ways that would have not happened before.

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http://pc.parnu.ee/~htooman/EuroChrie/Welcome%20to%20EuroCHRIE%20Dubai%202008/papers/EVENT%20TOURISM%20STATEMENTS%20AND%20QUESTIONS%20ABOUT%20ITS%20IMPACTS%20ON%20RURAL%20AREAS.pdf

http://www.timeout.com/rome/features/300/festivals-events-in-rome

http://www.spectacularearth.com/europe/italy/rome/festivals/festa-di-santa-francesca-romana.html

http://ec.europa.eu/enterprise/sectors/tourism/tourism-business-portal/documents/business/internationalisation/italy__country_report.pdf

http://www.oecd.org/cfe/leed/46160531.pdf

http://efus.eu/en/topics/places-and-times/tourism/news-security-tourism/efus/7964/

https://books.google.md/books?id=TaUsBgAAQBAJ&pg=PA274&lpg=PA274&dq=inbound+tourism+lazio&source=bl&ots=ZBKRR3gwCN&sig=jz5aoWEO5wmMO03TRpelwyoU0_8&hl=ro&sa=X&ei=6LhHVZOZE4W27gbJm4HYCQ&redir_esc=y#v=onepage&q=inbound%20tourism%20lazio&f=false

http://www.siecon.org/online/wp-content/uploads/2012/08/Borowiecki-Castiglione.pdf

http://www.europeancitiesmarketing.com/ecm-presents-results-tourism-europe-benchmarking-report-2014/

http://www.wikihow.com/Plan-a-Trip

http://www.enjoytravel.md/ro/transport-international/chi%C5%9Fin%C4%83u/italia/roma/chi%C5%9Fin%C4%83u-roma

http://www.turismoroma.it/itinerari-a-tempo/roma-in-2-giorni?lang=en

http://turistu.ro/2013/05/impresii-de-calatorie-itinerarii-si-obiective-turistice-in-roma-ghid-gratuit/

http://www.turismoroma.it/itinerari-a-tempo/roma-in-4-giorni?lang=en

Annex 1

Table (A 1.1)

Enterprises and employment in tourism

Table ( A 1.2)

Inbound tourism- international arrivals and receipts (updated 31 May 2012)

Table (A 1.3)

Domestic overnight tourism

Table (A 1.4)

Outbound tourism-number of trips

Figure (A 1.5). International tourism spending in Italy from 2012 to 2014 (in billion euros)

Table (A 1.6)

Other economic indicators

Annex 2

Figure (A 2.1). Geographical position of Rome

Table (A 2.2)

Climate data for Rome

Annex 3

Figure (A 3.1) Geographical position of Lazio Region

Figure (A 3.2) Inside view of Colosseum

Figure (A 3.3) Outside view of Colosseum

Figure (A 3.4) The map of Via dei Fiori Imperiali

Figure (A 3.5) The other view of Via dei Fiori Imperiali

Figure (A 3.6) The Capitoline Museums. The archeological museums in Piazza del Campidoglio

Figure (A 3.7) The Theatre of Marcellus

Figure (A 3.8) The Mausoleum of Hadrian, usually known as Castel Sant'Angelo

Figure (A 3.9) Via della Conciliazione (Road of the Conciliation)

Figure (A 3.10) Vatican City

Figure (A 3.11) St. Peter's Basilica

Figure (A 3.12) The Sistine Chapel

Figure (A 3.13) The Vatican Museum

Figure (A 3.14) The Circeo National Park

Figure (A 3.15) Castello Orsini-Odescalchi is a castle in Bracciano, in the Province of Rome, Lazio, Italy

Figure (A 3.16) The Etruscan necropolis of Banditaccia in Cerveteri is an example of ancient Etruscan funerary architecture

Figure (A 3.17) Ostia Antica

Figure (A 3.18) The path of the Rome Marathon

Annex 4

Table (A 4.1)

Summary statistic for Italian provinces

Table (A 4.2)

Direct Revenue from tourist demand for cultural activities, per province

Figure (A 4.3) Entertainment admissions and tourist visits (Italian provinces, 2007)

Table (A 4.4)

Top 15 EU city tourism destinations 2013 by bednight volumes

Annex 5

Figure (A 5.1) EU cities 2013-2014 Growth rate

Figure (A 5.2) Infographic: Rome versus Paris

Figure (A 5.3) Infographic: Rome versus Paris

Figure (A 5.4) Infographic: Rome versus Paris

Annex 6

Figure (A 6.1) Organisation Chart of tourism bodies of Italy

Figure (A 6.2) Touristic route in 2 days

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