Tourism development project for Anzio Local Government

The town of Anzio on the Roman coast is one of many Italian geographical areas that have still to complete the successful transition from rural land to "tourist destination" because tourist demand, which is increasingly... [ view full abstract ]

The town of Anzio on the Roman coast is one of many Italian geographical areas that have still to complete the successful transition from rural land to "tourist destination" because tourist demand, which is increasingly unpredictable, diversified, competitive, flexible and segmented, and the supply of tourist services have failed to keep up. The Anzio tourism model has traditionally focused its coastal development on the growth of second homes as opposed to tourist accommodation and related services. Furthermore, other resources in the area, albeit part of an individual promotion process, have not been the subject of an adequate strategic plan for this emerging, so-called ‘4E’ tourism (Environment and clean nature, Educational tourism, Events and mega events, and Entertainment and fun).

Therefore, our research goals are to carry out a careful analysis of the reality of Anzio, aimed primarily at identifying the factors that have led to this critical state in the supply of tourist services, with a view to devising a new tourism development project, which can both recover the wealth of opportunities that the territory offers and can also define new strategic assets.

The work, therefore, is carried out as follows (and in this order):
1) a detailed analysis of Anzio’s current reality and background (historical, demographic and socio-economic);
2) an in-depth analysis of the tourism sector;
3) a SWOT analysis (strengths, weaknesses, opportunities and threats) of both Anzio and its surrounding area;
4) conclusions which include the drafting of planning guidelines for a strategic plan of action based on the objectives set out above.

The results obtained identify a set of planning indications that are communicative, technical and administrative, and financial aimed at developing two main areas of interest: one connected to nature which includes the sea and the natural environment; and the other linked to culture, including archeology, architecture, history, popular traditions, food and wine, fishing and sailing – all of which demonstrates the fact that it is indeed possible to enhance and promote a territory through different types of tourism, integrated with each other and in the social-economic context.