Applying the Butler Model to Venice

Stagnation

1952- 500,000 tourists spend a total of 1.2m nights Nowadays - 80% of the 15 million visitors are day trippers

Response to Stagnation

The Italian National Tourist Office (ENIT) has been existence since May 2005 - it intends to steer Italy awat from mass tourism, shifting its focus to niche segments instead Would be a way to rejuvenate Venice They are also renovating culural sites which are highly popular with tourists and to improve transport networks

Exploration

Until 1600, Venice was not seen as a tourist destination - people from England and France 18th century - became a vital tourist attraction for the European Aristocrats and young men on their 'grand tour' misd 19th century - for most people had become a tourist destination But at this period in history, tourism was still seen as an activity reserved for the economically and socially elite 1950 - more people became able to afford holidays and as travel became cheaper and easier - many middle class Europeans took advantage of the new rail links that ran through the alps

Involvement

Venetians began to tailor holidays to suit the expectation and desires of the new tourists