The Italian pleasure boat industry is the largest in the European Union (EU) and the second largest worldwide after the United States, with an estimated value of more than $5 million. The industry accounts for almost half of the European nautical market’s turnover. The Italian nautical industry produces boats with the highest average prices in the world. It is specialized in the production of so-called “super yachts” (boats of at least 80 feet in length) and maintains about 38% of this world market. The Italian pleasure boat market is continually growing; for the past ten years the average annual growth rate has been above 7%. The overall contribution of the maritime sector to the Italian economy has been growing yearly. Its overall contribution (direct and indirect) to the Italian GDP is estimated around $ 6.8 million.
In 2007 boat production saw an 11.4% increase, with estimated sales of $4.5 billion, versus $4.1 billion in 2006. Figures relating to complementary sectors such as repairs, equipment and accessories reveal that the total sales rose to $ 6.7 billion, an increase of 9% over 2006.
Moreover, the super yacht market sector saw an increase in production of approximately 46%. Italy is first in world ranking with orders for 916 super yachts in 2008, an increase of 23% with respect to the previous year.
The Italian market for pleasure boats is stimulated by the existence of 104 ports, marinas and small harbors, offering almost 140,000 moorings along Italy’s 8,000 miles of waterways. According to the Minister of Transport and Navigation and the Italian Port Authorities, there are almost 615,585 pleasure crafts in Italy. In 2005 there was a total of 73,314 watercrafts registered, including sailboats, motorboats and ships, all over 24 feet (7.5 meters) in length, while in early 2007 the overall number of registered crafts was 75,203 units (registration is not required for shorter vessels). It is estimated that every year at least 3% of all registered craft become obsolete and need to be replaced.
The market growth is due to several factors, including the implementation of “boater friendly” legislation that reduced fees for boat ownership, the elimination of a great number of bureaucratic requirements of the past years; and the leasing formula (the so-called “Italian leasing). In 2007, a great trend was recorded, the number of new leasing contracts grew by about 22.7%. Moreover, pleasure boats’ 2007 leasing trend represented 5.3% of the total national leasing activity; improving 1% than the previous year data.
In 2002, Sviluppo Italia (now Invitalia), the Italian Government’s internal development agency, created a company called Italia Navigando whose objective is to implement several projects aiming to build a complex network of marinas. Italia Navigando is promoting new marinas and expanding existing ones, creating new berths and moorings. In 2011 an interregional network connecting 20,000 moorings situated in Southern Italy should be completed and in operation. Recently 31 port structures plus 17,310 new moors have been created, with over 90% of these located in Southern Italian regions. Basilicata added 413 new berths. The expansion of the number of existing berths in regions such as Campania and Sicily is part of a general plan developed by the Italian Government to more than double the existing number of boat berths in Southern Italy within the next few years. Projects such as these are creating new opportunities in the pleasure boat market.
Imports from the U.S. represent a consistent share of the overall imports of pleasure boats, especially outboard motorboats. Prices of U.S.-made boats in Italy dropped by almost 30% in the last three years, thanks primarily to the weakening Dollar.
Best Products/Services
Traditionally, outboard motorboats are the most common type of American boats imported into Italy. The U.S. maintains a consistent share of pleasure boats and related products imported into Italy. Lower- to mid-range outboard motorboats, measuring 20 to 40 feet in length, are the most popular in terms of sales in Italy. Many Italians believe American quality and technology cannot be matched.
The used boat market continues to offer excellent opportunities for American companies. At present, American boats make up almost 90% of the used boat market. In terms of boat accessories, American products are leaders in terms of security and technology. American products do very well in the safety market, including life vests, jackets and fenders. Marine electronics involving timing, navigating, measuring and guarding are in great demand. There is also increased interest in global positioning systems (GPS). In Italy, nautical software represents the second best prospect for American companies. Directly related to the pleasure boat market, port development and management may represent opportunities for American companies.
The Recreational Craft Directives section of the EU CE Mark legislation states that all boats manufactured outside of the EU must comply with certain safety standards. A copy of the standards and specifications required for the CE Mark is available at the American National Standards Institute, New York - http://www.ansi.org
Opportunities
Opportunities for American suppliers in the pleasure boat market should remain consistent. Besides new and used motorboats, sailboats, inflatable boats and motors, opportunities can be found in the development and management of Italian marinas and ports. In these fields, American products lead in quality, technology and reliability. For the past ten years, the U.S. has held a steady share of imports. In 2007, 14.5% of pleasure boats of all kinds imported to Italy came from the U.S. The largest imported American item remains the outboard motorboat; in fact, the U.S. held about 28.4% of this import market in Italy. According to analysts, this sector will continue to grow constantly in view of the leasing formula that has become so popular in Italy.
Overall market data for 2007 shows that Italy imports from the U.S. accessories as well as services equal to 12.5% of the national demand.
Resources
Major Events
Big – Blu Rome Sea Expo - Boat Show Roma, the Nautical,
Environment and Diving Exhibition
February 26 – March 2, 2009
Fiera di Roma, 00100 – Rome – Italy Description: It is in
the second position among the Italian fairs dedicated to the sea
and it is growing at international level. Contact Info:
Expoblu/S.W.E. - Sea World Exhibition
Phone: +39 049/9832150
Fax: +39 049/9830728
www.boatshowroma.it
www.big-blu.it
info@boatshowroma.it
Nautic Sud International Boat Show
April 7 – 15, 2009
Naples Fairgrounds
It is a complementary event to Genoa International Boat Show. It pulls in around 500 exhibitors and over 135,000 visitors.
Contact Info: Editalia s.r.l.
Via Orazio, 22, 80122 Naples
Phone: +39 081 66 0836
Fax: +39 081 248 2178
Web: www.nauticsud.info
E-mail: info@nauticsud.info
Myba Charter Yacht Show, 21st Edition
May 4 – 9, 2009
Genoa Fairgrounds
It is one of the most important international exhibition focused on super yachts and luxury recreational sailing. MYBA is a worldwide professional trade association which promotes standards of professionalism and ethics in the yachting industry throughout the Mediterranean and worldwide.
Contact Info: Francesca Carbone
Phone: +39 0184 50 74 42
Fax: +39 0184 54 04 62
http://www.mybashow.com
E-mail: fran@mybashow.com
Nautica Med World, June 2009
Ravenna Fairgrounds
The objective is to launch cooperation based on product and process innovation, in order to better compete in a context characterized by high technological changes.
Contact Info: Pina Macrì (Project
Manager)
Phone +39 0544 481414
Web: http://www.nauticitaly.it
E-mail: info@nauticitaly.it
Venice's International Boat Show, 8th Edition
March 14 – 22, 2009
Venice Fairgrounds
Organized by Expo Venice S.p.a., this event offers a quality Boat Show, able to satisfy the most demanding exhibitors and to attract a public which is increasingly aware and qualified.
Contact Info: Expo Venice S.p.A.
Stazione Marittima Fabbricato, 103
30135 Venezia Italy
Phone +39 (0)41.533.48.50
Fax. +39 (0)41.533.47.60
http://www.festivaldelmare.com
Genoa Internation Boat Show
October 3 – 11, 2009
Genoa Fairgrounds
An annual exhibition held in Genoa and organized by UCINA (http://www.ucina.net), the foremost international exhibition for number of exhibitors and visitors.
Contact Info: UCINA – Unione Nazionale Cantieri e Industrie Nautiche ed Affini (Italian Marine Industry Association)
Piazzale J.F. Kennedy, 1
16129 – Genoa
Phone: +39 010 53911
http://www.ucina.net
fierage@fiera.ge.it
Contacts
SATEC, UCINA invites operators, administrators and experts
to debate and deal with this issue with the aim of identifying
possible investment paths and typologies, starting from the
analysis of the existing situation, the potential development of
tourist capacity connected to the economic effects on the
territory.
http://www.ucina.net
Invitalia
Via Calabria, 46
00187 Rome
Phone +39 06 421601
http://www.invitalia.it
info@invitalia.it
Italia Navigando
Via Pietro Boccanelli, 30
00148 – Rome
http://www.italianavigando.it
info@italianavigando.it
The American National Standards Institute
11 W. 42nd Street, New York – NY – 10036
Tel: 212 642 4900
http://www.amnsi.org
U.S. Commercial Service Contact:
Maria Calabria
Commercial Specialist
American Embassy, Rome
Tel: +39 06 46 74 2427
Fax: +39 06 46 74 2113
E-mail: maria.calabria@mail.doc.gov