Programme

How can social channels be transformed into a strategic lever for tourism? Starting from the experience with VisitRimini, we will analyse the tools that make up the "Social Toolbox" indispensable for a competitive destination. An in-depth look at concrete strategies and achievements in the field to maximise engagement and attractiveness of the area.

Concrete experiences of territorial governance and the construction of institutional synergies oriented towards growth, innovation and the integrated promotion of destinations. A technical panel dedicated to governance and alliances between territories proposes a strategic discussion on one of the key issues for the competitiveness of Italian destinations: the ability to work as a system. In an increasingly competitive global scenario, the construction of effective collaboration models between administrations, operators and territories represents a decisive lever for strengthening positioning on international markets, enhancing local identities and generating sustainable development. An opportunity for dialogue and in-depth analysis designed for administrators,...

Measuring and forecasting the value of tourism: from bookings to the economic impact on destinations.

The role of Destination Management Organisations. Comparison of real cases and experiences to chart a concrete course towards agile organisational models capable of integrating data analysis with social and environmental sustainability, transforming governance theory into replicable practices of excellence.

Born from the implementation of Art. 31 of Law 206/2023 and the work of the Ministry of Tourism, this panel defines the operational perimeter of territorial governance. The objective is to go beyond a theoretical vision to focus on the Destination Manager as the core of strategic planning.

When the hotel is no longer the point of arrival, but the reason for departure. Structures with a distinctive character, where meticulous attention to detail and exclusive services transform the stay from a simple support to an integral part of the journey.

Knowing how destination marketing actually works is rarer than you might think. Objectives are set, budgets approved, campaigns launched – but the real criteria by which decisions are made often remain implicit, biased, or simply never properly defined. Pezzano and Piccirillo, developers of the EME model, will present the initial findings of new research: a self-assessment administered to Italian tourism decision-makers to map how territorial marketing decisions are really made. The presentation will highlight strengths, contradictions, and gaps compared to the latest scientific evidence on destination marketing. The objective…

An AI-first destination portal is not a simple site, but a system that coordinates data, content and services to guide the user in an increasingly personalised way. I will present a practical model for DMOs, clarifying the necessary layers (integration of spatial sources, knowledge layer, conversational AI, personalisation, analytics and decision-making) and how they translate into concrete use cases. Starting from Factory's experience on more than 50 destinations, in Italy and abroad, I will share some case studies, from Dolomiti Superski to Comprensorio Tre Cime up to Garda Dolomiti, and I will use them to outline the evolution scenarios in the next 12-24 months: which capabilities...

Artificial intelligence systems are becoming the first point of contact between the traveller and the destination. ChatGPT, Perplexity, Google AI Overview, next-generation search engines: increasingly, the choice of destination starts with a conversation with a language model, not with a traditional search. And in that conversation, destinations that do not exist as structured, readable, and verifiable data for AI systems are not discouraged. They are ignored. The talk explores what it means for a DMO to operate in this scenario. On the one hand, the challenge of visibility: how to build a relevant presence in the systems…

During the presentation, we will discuss how, together with ApT (Trentino Tourism Board), we are working to transform culture into a strategic asset for tourism, through the construction of collaborative governance and an integrated museum network. On stage, in a two-voice dialogue with ApT Trento, we will present the journey developed side-by-side, delving into the main challenges faced and the operational method adopted to support the evolution of the city's cultural offering.

In a world where travellers live before, during and after the experience through digital, the destination needs to go beyond a simple online presence: vision, data and oversight are needed. Blinkup introduces the Digital Audit for Tourist Destinations: a practical method to measure the state of digitisation, identify strategic priorities and work exactly where it is needed.

At a time when destinations chase visibility, performance and spectacular narratives, there is another way: back to normality. Langhe Monferrato Roero presents a model that focuses on ordinary people - entrepreneurs, professionals, active citizens - trained to become conscious ambassadors of their territory. Not influencers, but credible voices. Not testimonials, but a living part of the community. Through training, community building and narrative responsibility, Ambassadors 5.0 become a concrete tool for rebuilding ties between territory, businesses and visitors, generating widespread reputation and belonging. Because a destination does not grow with campaigns alone, but with authentic relationships. And normality,...

In dialogue with Trentino Marketing and EHL Hospitality Business School and Rankwit.ai, a startup focused on AI visibility, we explore the path a destination must take to distribute tourist flows more equitably, valuing the role of operators and the support of data and technologies. All within the context of the Artificial Intelligence revolution.

Health and safety incidents, environmental and climate problems, poor service quality, social disputes, infrastructure and utility failures, social media and incidents that go viral. The tourism sector is constantly subject to the management of potential reputational crises that can lead to substantial revenue losses if handled badly. This session provides a concrete operational framework on how to prepare for, respond to and recover from media crises affecting tourism destinations.

Over the last few years, quietly, in small steps, without any “X Hour” and without any sensational announcements, tourist behaviour has completely changed, so the way a tourist destination promotes itself, talks about itself and makes itself attractive has completely changed. It is urgent to think about the role nature and functions of DMOs.

The role of territories as real strategic brands in the international tourism market. In a scenario marked by digital transformations, new traveller expectations and growing competition between destinations, tourism promotion can no longer be separated from an integrated vision of development, governance and identity positioning. Destinations are called upon to evolve from places to visit to territorial systems capable of expressing values, quality and long-term planning. A space for dialogue on the strategies needed to strengthen Italian excellence in the world, integrating marketing, innovation and institutional collaboration in a perspective of sustainable and competitive development.

Analysis of the existing "gap" between academic preparation and the real operational needs of tourism destinations. The evolution of the DM role: theory is no longer enough, hybrid skills are needed (data, AI, but also empathy and stakeholder management). How the integration between traditional academic paths and new agile and continuous models (micro-learning, reskilling, upskilling - Destinova model) proves to be the only way to prepare professionals ready for the labour market and for the most structured DMOs.

After the "Gold Rush" season - characterised by indiscriminate volumetric growth and the chase after Guinness records - Destination Management now faces its maturity test.

Comparison on challenges and prospects for territories in the vision of the new tourism management. The future of destination management as seen by young professionals.

Sojern presents the State of Destination Marketing 2026 in comparison with Visit Romagna and PromoTurismo FVG.

From the implementation of predictive technologies to the redefinition of the tourism manager as the director of territorial balance, a confrontation to transform the emergency into conscious planning, capable of protecting the liveability of residents without compromising the economy of hospitality.

The new generations are not just looking for “spectator” experiences, they are looking for identity, participation, belonging, and contemporary languages that make them feel like protagonists of stories just like in a videogame, or interacting with forms of generative artificial intelligence. The talk proposes a paradigm shift to transform the visitor into spectActor and spectAuthor based on innovative case studies.

Tourism sustainability, moving away from rhetoric. On the one hand, the GSTC standard as a credible compass for measurement and certification; on the other, the paths of regeneration and transition, analysed through the strategic vision, technical expertise and practical experience of two profoundly different destinations (a mountainous area and a post-industrial city).

Pointed at as the cause of unwanted flows, often out of the language and range of those who deal with destinations, lost in the semantic meanderings of the new marketing pillars that do not begin with P... We take stock of what it means to be involved in destination promotion today with the Italian representatives of three of the main European NTOs: Germany, Greece and Spain.

The first top-tier Executive Master in DM & DM.

How is a rural area transformed into an integrated tourist destination? Through the analysis of the Rotaliana Königsberg case, the destination director and the strategic consultant illustrate the path that led to the active involvement of local actors and the construction of a shared vision. The talk illustrates the co-creation of tourism products together with the community and the definition of effective governance. An opportunity to provide destination managers with operational cues, critical success factors and mistakes to avoid in order to build solid territorial networks oriented towards future development.

The Amalfi Charter is the strategic manifesto for sustainable tourism in Italian destinations of excellence. Promoted by the Mayor of Amalfi Daniele Milano, the initiative transforms the management of flows from a critical challenge to an opportunity for balanced development, focusing on the quality of the experience in relation to volumes and the protection of liveability for residents. The document is based on essential pillars such as environmental sustainability, enhancement of cultural identity, and shared public-private governance. Formalised during the International Tourism Forum with the support of Ministers Santanchè and Piantedosi, the Charter now represents a concrete commitment for 21 municipalities...