Tourism Breaking News
McArthurGlen Group’s Serravalle Designer Outlet presented on 6th December the closing forecasts for the year 2023, with outstanding results that confirm the Center as an internationally significant shopping and tourism destination. The estimated data shared anticipate a return to pre-pandemic levels with an influx of 6 million visitors and a double-digit growth forecast in turnover compared to 2019.
Building on these results, McArthurGlen Group has announced a new investment plan of 20 million euros for the 2024-2025 biennium, dedicated to the Piedmont Center. The funds, in line with the Group’s values and a focus on continuous improvement, will be primarily allocated to enhancing the visitor experience and further reducing the Outlet’s environmental impact, demonstrating an increasingly deep and explicit commitment to sustainability.
Among the projects in the new investment plan, to make the tourist experience more enjoyable and fulfilling, a new Tourism Hub will be built to welcome international guests and facilitate tax refund procedures. Significant expansions of the existing hospitality areas are also planned, including tripling the size of the Guest Lounge, introducing a dedicated space for conventions, and enhancing Guest Services through the extension and creation of a specific area for organized groups.
The planned works also include the refurbishment of parking lots, with the aim of optimizing traffic flow and guiding guests to available parking areas through the implementation of digital signage.
The “Green Oasis and Urban Furnishing” project, already initiated in 2023 to facilitate guest orientation and enhance storefront visibility, will be further implemented in a sustainable manner by reducing paved surfaces in favor of green spaces. Five squares have already been completely renovated with the addition of numerous trees and perennial plants, as well as the installation of fountains and water games powered by a recycling system that minimizes environmental impact. Additionally, to make the guest experience more comfortable, seating, umbrellas, fans, or heating lamps have been provided to ensure a pleasant and relaxing stay at the Outlet in all seasons.
Sustainability is a cornerstone of the 2024-2025 investment plan, including initiatives to reduce environmental impact such as the installation of approximately 7,000 m2 of solar panels and the introduction of a Building Management System for intelligent and integrated management of the Center’s energy consumption. Significant efforts are also being made for efficient water management, including the construction of an artesian well and a water tank for collecting rainwater. Lastly, measures will be taken to eliminate the use of gas inside the Outlet and increase the number of charging stations for electric vehicles.
“The customer experience is at the heart of McArthurGlen’s offerings, a philosophy we have supported with significant investments in recent years,” commented Matteo Migani, General Manager of Serravalle Designer Outlet. “Consumers, as confirmed by the McArthurGlen 2003-2023 Fashion Inside Observatory, conducted in collaboration with Doxa and recently presented, are still strongly connected to physical stores, which they consider essential to the shopping experience. Shopping at our Centers is therefore a leisure experience that goes beyond buying high-quality items at discounted prices; it represents a more comprehensive experience. The winning formula of our Designer Outlets attracts visitors from over 200 nationalities worldwide, offering not only shopping for the best international and Made in Italy brands but also a wide range of services, from dining to leisure spaces for all ages.”
To choose to return to the in-store experience, in fact, it’s not just our fellow citizens. Thanks to the progressive reactivation of extra-European routes and despite the ongoing difficult international context, the Serravalle Outlet has recorded very positive incoming tourist flows in 2023: tax-free data indicates an estimated year-end growth of +13% compared to 2019, with a significant weight on total revenue exceeding 40%. The market mix within the McArthurGlen Centers has radically changed over the past two years: markets in Southeast Asia have been consolidated, and new connections have been opened in India, the Middle East, the USA, and many emerging countries in the South and East of the Mediterranean. Encouraging results also come from the extraordinary plan of activities and investments carried out to reactivate connections with the Chinese market, which is of fundamental strategic importance. International tourists show a growing demand for in-depth interactions with the territory, highlighting a strong sensitivity towards a holistic experience and a willingness to spend quality time enjoying excellent services.
According to the data from a recent research conducted by Prometeia on the impact of the activities of the Serravalle Center, the extraordinary results also have a positive impact on the reference territory. Thanks to the growth of the Outlet, local employment has been maintained at around 2,000 people, which is over 8% of the employment in the reference territory.
Serravalle Designer Outlet generates 160 million euros of value-added as a direct effect of its activity on the territory. At the regional level, this value reaches 426 million euros, considering all indirect and induced effects, with a diffusion index of 2.7. For every 100 euros spent at the Outlet, 37 euros remain in the local territory and 81 euros in the region, emphasizing the economic impact and the continuous collaboration with the local community.
“The data from our research, conducted in collaboration with Prometeia, is extremely encouraging and unequivocally demonstrates that the Outlet not only plays a key role in the regional economy but also serves as a pillar for maintaining robust local employment,” says Migani. “Active collaboration with the community is indicative of our broader commitment to creating a sustainable and beneficial environment for all stakeholders involved. This proactive approach translates into concrete initiatives aimed at promoting local economic growth, supporting the social fabric through employment opportunities, and establishing a positive synergy that strengthens the bond between the Outlet and the surrounding community. Our commitment goes beyond being an economic actor; it also embraces the role of an active partner in contributing to the well-being and sustainable development of the territory.”
