MITOMED PROJECT
REGIONAL GAP AND SWOT
ANALYSES – Review Session
Tuscany Region
MITOMED Second Meeting
Girona, 15th January 2015
Information and Data collection
 The data are available at the
Regional
provincial (5 coastal Provinces in Tuscany:
Leghorn, Pisa, Lucca, Grosseto and Massa
Carrara)
and municipal level.
 2 different methodologies for data collection:
On desk
On field
MITOMED Second Meeting – Girona 15th January 2015
Information and Data collection
On desk
 Collection of data from different statistical
sources (Tuscan tourism observatories
databases, regional and national official
statistics…)
 We are doing, in cooperation with CNR, a
research on M&Coastal tourism in Tuscany and
in the MED basin in the most recent
programming literature
 Structural funds/ROP 2014-2010,
 Territorial cooperation programme Italy-France
 Med Operational Programme 2007-2013
 Smart specialization strategy
MITOMED Second Meeting – Girona 15th January 2015
Information and Data collection
On field
Tuscany Region has involved a number of coastal destinations in
Mitomed activities (16 Municipalities out of 36) in order to
obtain:
• their feed-back / data on the selected indicators
• the SWOT analyses of tourism in their territories
• test 3 ETIS questionnaires (for DMO, citizens, enterprises)
• collect GPs
The first meeting was held on december 19, to date 7
municipalities have sent the information (Camaiore, Carrara,
Livorno, Piombino, Rio nell'Elba, San Vincenzo,Viareggio)
- (survey is on going)
MITOMED Second Meeting – Girona 15th January 2015
MITOMED Second Meeting – Girona 15th January 2015
Information and Data collection
On field
About the ongoing distribution and collection of
questionnaires
• expected outputs:
 250 collected questionnaires for enterprises
 600 collected questionnaires for citizens
 12 collected questionnaires for DMO
MITOMED Second Meeting – Girona 15th January 2015
MITOMED Second Meeting – Girona 15th January 2015
MITOMED Second Meeting – Girona 15th January 2015
MITOMED Second Meeting – Girona 15th January 2015
SWOT ANALYSIS of M&C destinations
of Tuscany (initial findings) 1/2
Strengths
•Diversity of tourist attractions (sea,
spas, parks, archaeological sites,
conferences etc.)
•mild climate
•Cultural and natural heritage, with
increasing focus on sustainability
•Many blue flags
•Geographical location (accessible
by plane and train)
•Land suitable for biking
•Brand "Tuscany" & Tuscan cities
inland
•Repeat travellers
•-Relatively protected environment
•Tuscan lifestyles
•Agricultural production quality and
certified, and the food and wine
•High level of security for low-level
crime
•Continuous development of a tourist
economy also linked to the preservation
and enhancement of the vast natural
heritage
•Presence of numerous territories
certified
•Intercontinental Airport (Pisa)
•The Port of Livorno is the gateway by
sea to Tuscany
•Presence of science and technology
poles
•Creation of new companies (logistics
and services) thanks to cruise traffic of
the port of Livorno
•The Tuscan Archipelago (seven islands)
is a real reservoir of natural resources,
environmental and landscape that
places it in the panorama of Italian
seaside resorts, in the range of
excellence
MITOMED Second Meeting – Girona 15th January 2015
SWOT ANALYSIS of M&C destinations
of Tuscany (initial findings) 1/2
Weaknesses
Lack of a network of urban and
suburban public transport
-Lack of parking
-professional / personnel
qualification improvable
-Lack of dynamism / innovation in
the tourism sector
-Depopulation and aging population
-seasonality
-job insecurity
-Conflicts citizens / tourists little
attention to the needs of citizens
-Prices too high compared to the
services offered
-Lack of public places of
aggregation
-Lack of coordination and
communication strategy / promotion
of events and activities
-loss of land
-abnormal growth of second homes
-resulting in use of land and
impoverishment landscape
-strong competition for water use in
periods with higher tourist flow
-inadequate model data collection and lack
information
-There are not many
interconnection/intermodal services eg.
Bike-Bus, bike-train etc.
-road congestion during the tourist season
-difficult access to credit by tourism
enterprises
-- Prices are too high compared to services
offered
- Lack of public aggregation places
- Lack of coordination and communication
strategy / promotion of events and
activities
- Inadequacy of the waste management
model
MITOMED Second Meeting – Girona 15th January 2015
SWOT ANALYSIS of M&C destinations
of Tuscany (initial findings) 2/2
Opportunities
- Possibility to exploitate alternative types of tourism / tourism
products differentiated but complementary
- Possibility to enhance the natural / artistic / cultural heritage (The
rich natural heritage would allow to propose forms of tourism which
are less bound to summer
- Increase the synergies between territories (coast-hinterland)
- Exploiting the demand for green tourism / the question of
authenticity
- The port of Pisa will be a new attraction for the coast
- Exploiting the presence of universities and national centers for
basic research and applied with respect to energy conservation
(energy etc.)
MITOMED Second Meeting – Girona 15th January 2015
SWOT ANALYSIS of M&C destinations
of Tuscany (initial findings) 2/2
Threats
-Traffic / pollution
- Economic crisis / unemployment
- Depopulation
- Loss of traditions and identity
- Coastal erosion
- Risks of flooding
- Worsening of the conditions of the sea water.
- Impoverishment of the water due to increase of urbanization;
- The infiltration of salt wedge in the hinterland (brackish freshwater);
- Growing impoverishment of funds of local authorities, with few
economic and human resources to devote to development projects.
- Decrease of the average length of stay of tourists
-Risk of natural disasters / over-exploitation of the natural heritage/
climate change
-Risks for maritime security
MITOMED Second Meeting – Girona 15th January 2015
Indicators testing - GAP ANALYSIS:
Initial findings /Knowledge
Current
Situation
(what we
have)
Future state
(what we
would like to
have/need)
GAP
(in terms of
knowledge
and/or
performance)
Next Actions
/ Proposals
(to reach the
future state,
what we
need)
Lots of data exist,
from different
sources and at
different territorial
levels
More data
available
Data are not
always easy to get
Agreements with
the sources
Open data
process
Indicators list
Indicators list with
metadata
(sources,
formulas, year,
objective…)
The lack of meta data
can lead to
misunderstandings
and makes results
less comparable
Add the meta data
Data collecting was
done for MITOMED
purpose (and as
part of the OTD
project)
Dedicated
financial or
human resources
Regional or
european
resources/project
MITOMED Second Meeting – Girona 15th January 2015
Indicators testing - GAP ANALYSIS:
Initial findings / Performance
Current
Situation
(what we
have)
Future state
(what we
would like to
have/need)
Sun & sea
More diversified
tourist product
Climate change
Adaptation
strategies
Access to credit
– we already
have financial
measures
Verify if
measures are
effective
….
…
GAP
(in terms of
knowledge
and/or
performance)
Next Actions
/ Proposals
(to reach the
future state,
what we
need)
…
…
….To be derived from SWOT analyses
MITOMED Second Meeting – Girona 15th January 2015
Regional good practices
Title
Owner
Location
Topic
Bus sotto le stelle
(Bus under the
stars)
Municipalities of
Massa, Carrara e
Montignoso
Massa,
Carrara e
Montignos
o (Prov.
Massa
Carrara)
Impact of transport
Al Mare anche
d’inverno (On the
seaside also in
winter)
Municipality of
Viareggio, bathing
establishment
Teresa Marina di
Levante
Viareggio
Deseasonalisation
Un mare per tutti
(Seaside for all)
Municipality of
Grosseto
Grosseto
Quality of life of
residents and tourists
Rete Imprese
Marine del Parco:
Non solo Mare
(Network of Marine
Enterprise of the
Park: Not only
Seaside)
Municipality of
Viareggio
Viareggio
Quality of life of
residents and tourists
MITOMED Second Meeting – Girona 15th January 2015
Comments
The findings from the indicators testing, SWOT
analyses, questionnaires and on desk work can all
contribute to the GAP analysis and Action Plan.
The involvement of the local stakeholder has proved
to be an added value
MITOMED Second Meeting – Girona 15th January 2015
MITOMED Second Meeting – Girona 15th January 2015
Thank you for your attention!!
mitomed@regione.toscana.it
MITOMED Second Meeting – Girona 15th January 2015