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The destination of the future

Destination Lab is a workshop on the future of tourist destinations which aims to understand what it takes to create and promote tourist experiences in specific areas.

All destinations need to manage, increase and stabilize their ability to attract tourist flows that guarantee satisfactory economic results for local operators, but preserving at the same time the territory from the risk of overtourism.

Therefore, it becomes increasingly important to enhance the distinctive factors of the territory and to qualify it as suitable for specific experiences and certain types of stay.

A Destination Lab to take stock of:


What are the players involved of the Destination Management today?

Given the current context, are the strategic processes already implemented sufficient?

How can we generate new and greater incoming tourist flows ?

Understanding and studying the tourist phenomenon

Are the data available on tourist flows sufficient?

  • Analyzing and interpreting data at all levels has become essential for the creation of offers that make destinations attractive, each for its own specificities.
  • Rethinking methods of analysis and data extraction, taking more into account travel habits and behaviors of tourists, crossing big data and small data will be crucial in order to predict trends and generate greater appeal with specific proposals.

Digital Destination Marketing

There are no new travelers but travelers with new eyes.

  • Not only Millenials, but also Boomers have choice criteria and purchasing habits very different from the past, all of which involve the digital world.
  • A virtuous use of digital tools adds value to the destination, allows a more correct profiling of the offer and, consequently, allows a promotion of experiences consistent with the tastes and behaviors of tourists.
  • Are Apt and tourism promotion bodies still able to offer truly targeted and effective strategies for their territories?

Quality of the hospitality and reputation of the destination

Two sides of the same coin.

  • The hospitality offer must be consistent with the destination offer and be able to meet expectations and maintain the reputation high.
  • The creation of a common model that includes guidelines for the tourists facilities and accommodations becomes crucial for the reputation of the territory.

8 hours of training and updating

Do not miss the opportunity to participate for free to Destination Lab, a whole day of study, discussion and debate on the management and promotion of the tourist destination.