Operators are staying upbeat,and looking ahead as digital tools and brand growth help to drive Italy’s next tourism wave.
Looking ahead
”Demand is moving towards experientiality which means less standardized products and more immersive content,- says Julian Zappalà, general manger of Dimensione Sicilia. -There is a growing demand for customization and quality. Attention to sustainability is also on the rise, and we are consciously embracing it. Other drivers conditioning future demand include a broader seasonality, smaller groups, and more flexible stays". On the product front,- says Marcello Benevento, director of Ada Tour, -we are aiming for an increasingly pronounced bespoke imprint. This formula is increasingly favored by our international customers.”
Digital growth
Other drivers include technological development. " We are investing in technology and artificial intelligence to make the management of B2B bookings easier and faster. A key step along this path is the launch of MDestinations, the new B2B portal that revolutionizes the travel agent experience, offering a complete platform with integrated operational tools and an incentive programme dedicated to our partners. Another new project is also being developed to boost the Mediterranean experience and meet the needs of a public which is increasingly attentive to quality and excellence.”
Brand growth
Towns of Italy is also moving in the technological sphere, as CEO Luca Perfetto points out. “Social media and AI are playing an increasingly central role in the way people travel, increasingly influencing both the choice of destinations and purchasing decisions. This does not only concern the younger generation but is progressively involving all age groups, and we think it will tend to grow further in the coming years. We recently inaugurated our flagship store and cooking school in Rome, a multifunctional space with four classrooms for cooking courses and a large auditorium. We are already present in Rome, Florence, Milan, Venice, Pompeii, and Palermo and next year we will expand the brand's presence to new destinations, in line with our growth plan".
