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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 a...

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.

Sapere come si lavora davvero nel marketing di una destinazione è più raro di quanto si pensi. Si dichiarano obiettivi, si approvano budget, si lanciano campagne - ma i criteri reali con cui si decide restano spesso impliciti, distorti o semplicemente mai messi a fuoco. Pezzano e Piccirillo, sviluppatori del modello EME,  presenteranno le prime…

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...

I sistemi di intelligenza artificiale stanno diventando il primo punto di contatto tra il viaggiatore e la destinazione. ChatGPT, Perplexity, Google AI Overview, i motori di ricerca di nuova generazione: sempre più spesso la scelta della meta parte da una conversazione con un modello linguistico, non da una ricerca tradizionale. E in quella conversazione, le…

Nel corso dell’intervento racconteremo come, assieme ad ApT (Agenzia per il Turismo) di Trento stiamo lavorando per trasformare la cultura in un asset strategico dell’offerta turistica, attraverso la costruzione di una governance collaborativa e di una rete museale integrata. Sul palco, in un dialogo a due voci insieme ad ApT Trento, presenteremo il percorso sviluppato…

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.

(* Deep Trend® è una proprietà intellettuale di Blue Eggs) In un’epoca in cui le destinazioni inseguono visibilità, performance e narrazioni spettacolari, esiste un’altra strada: tornare alla normalità. Langhe Monferrato Roero presenta un modello che mette al centro le persone comuni – imprenditori, professionisti, cittadini attivi – formate per diventare Ambassador consapevoli del proprio territorio.…

In dialogo con Trentino Marketing e EHL Hospitality Business School e Rankwit.ai, una startup che si occupa di Ai visibility, esploriamo il percorso che una destinazione deve intraprendere per distribuire in modo più equilibrato i flussi turistici, valorizzando il ruolo degli operatori e il supporto di dati e tecnologie. Il tutto nel contesto della rivoluzione…

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 industry is constantly subject to the management of potential reputational crises that can lead to substantial revenue losses if mishandled. This session provides...

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...

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). Cme integration between traditional academic paths and new agile and continuous models (micro-learning, reskilling, upskilling - Destinova model)...

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 starting with innovative...

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 unsolicited 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... Let's take stock of what it means to be involved in destination promotion today with the Italian representatives of 3 of the...

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...

La Carta di Amalfi è il manifesto strategico per un turismo sostenibile nelle destinazioni d'eccellenza italiane. Promossa dal Sindaco di Amalfi Daniele Milano, l'iniziativa trasforma la gestione dei flussi da sfida critica a opportunità di sviluppo equilibrato, puntando sulla qualità dell'esperienza rispetto ai volumi e sulla tutela della vivibilità per i residenti. Il documento si…