Page 49 - edt_tour_digest

Pricing in Tourism: Strategies Adopted by Tourism Operators during the Pandemic Outbreaks

Since pandemic outbreak has been a shock to the worldwide, tourism industry is

the most affected industry and it might be the last industry to recover. Therefore,

it can be seen that most of the country has started to develop some pricing

strategies in order to attract their future tourist once the pandemic is over.

Of course, Italy is badly hit by the COVID- 19 lockout and is desperately

looking for visitors to boost the local economy. Thus, Italy aggressively

develop a campaign by used combinations of these two ( 2 ) types of pricing

which are : -

Competitive pricing

Government of Italy might willing to pay for part of the traveler' s journey after the

coronavirus; half of their flight tickets and one out of every three nights a

hotel. When other country choose to shift the focus to a domestic tourist,

Italy still consider international tourist as a source to boost its revenue.

Value - added pricing

Despite of discounted price given to the tourist, Italy also offer to give

free tickets to several museums and archaeological sites. These

vouchers are available at the " Visit Sicily" website.

Indeed, this type of pricing might be costly and could cost the

Sicilian government $ 65 million, but this is one of the best to gain at least

sum amount of revenue since the island has lost nearly $1.5 billion in revenue

since its lockdown on 10 March, partly due to a lack of visitors.