The Italian Tourist Board spends about 98% of its budget on salaries. This high amount of salary spending is thought to play a part in the decline in tourists who choose to visit the country, because very little of the Tourist Board’s budget is spent on marketing. During the 1970s, Italy was the world's most visited country for tourists, but by 2013, it had dropped to fifth place. A major part of what the Italian Tourist Board did spend on marketing was for an official tourism website that cost $50 million US Dollars (USD).
More about tourism in Italy:
- Italy brought in more than $45 million USD in tourism during 2011.
- Less than 15% of the international tourists who visit Italy go to Naples or other southern regions, which were major tourist destinations during the 1970s.
- More than 2.5 million jobs in Italy — or more than 10% of the country's jobs — are related to the tourism industry.
By Allison Boelcke
, Former Writer
Allison Boelcke, a digital marketing manager and freelance writer, helps businesses create compelling content to connect with their target markets and drive results. With a degree in English, she combines her writing skills with marketing expertise to craft engaging content that gets noticed and leads to website traffic and conversions. Her ability to understand and connect with target audiences makes her a valuable asset to any content creation team.