August is almost over, but we would prefer to wait a few more weeks before taking stock of this difficult season. What is certain is that almost all foreign tourists have deserted our country, while many Italians have now considered camping in a mobile home or motorhome. In fact, sales of motorhomes had an unexpected surge in June and July throughout Europe, including Italy. It is undoubtedly thanks to the communication campaigns implemented by various organizations in the sector, which, in times of Covid 19, were able to emphasize the safety offered by a living space that is for your exclusive use. In our country, our applause goes to APC, Assocamp and Promocamp for the videos and social media campaigns that were spot on; but it also goes to Plein Air magazine that established the initiative #latuamigliorevacanza between the world of motorhome production, retailers and campsites with the collaboration of APC, Assocamp, Assocamping and FAITA. The aim of the project is to awaken the attention of new groups of users to holidays in campers and caravans and to open-air tourist accommodation facilities. First of all, in May, the open-air tourist-accommodation companies took action to relaunch the image of campsites and spread a new and more modern message about outdoor holidays. Six giants in the sector (Baia Holiday, Club del Sole, CrippaConcept, Human Company, Vacanze col Cuore, Vacanze di Charme) with the patronage of FAITA, Assitai and Assocamping also launched an excellent communication project ‘OPEN AIR’ with the objective to give more visibility and enhance the quality of the open-air holiday segment in its latest, most advanced form. In short, if we want to look for some positive elements in this 2020 season that most will want to soon forget about, what is certainly worthy of note are the new synergies that have been created among the large groups of open-air tourist-accommodation businesses, but also and, above all, among the different associations of this sector. This is something that is completely new that we welcome very favourably with the hope that these collaborations will continue over time and make a substantial contribution to the success of the entire sector.
Antonio Mazzucchelli
