2nd International Conference on Contemporary ICCM, Atene (Greece), June 18-20, 2014.
This paper analyzes the tourism planning of the Marche Region in the period 2012-2014, through the methodology of the case study analysis. The originality of the paper lies in the longitudinal observation of a regional tourism planning process over a congruous period of time – three years – in order to assess the critical issues and their evolution. The case examined is of considerable interest because the Marche regional tourism planning has undergone significant changes in both organizational and strategic aspects. This has occurred within a very uncertain national regulatory system and the need to cope with growing competitive pressure in the global tourism market. Despite the limitations of the study, it offers some interesting insight on the Italian tourism planning process, characterized by a multitude of actors involved and the difficulties of coordinating the public and private sectors.