“Rome 2025: the hospitality paths that are shaping the capital”: an event that focused on hybrid hospitality models and AI-driven tourism during Rome Future Week.
The Italiabsolutely case history
ItaliAbsolutely, the Travel Group’s innovative editorial project, was among the case histories presented during Rome Future Week at “Rome 2025: the hospitality paths that are shaping the capital”.
“The first project in English for inbound tourism”
Monica Lisi, Italiabsolutely’s project lead, has explained that the portal, which has the patronage of the national tourism board ENIT for its role in promoting Italy around the world, was launched over three years ago and is the first editorial project entirely in English dedicated to inbound tourism to Italy. “We wanted to give an authoritative and accessible voice to professionals specialized in inbound travel to Italy, providing them with an indispensable working tool to sell the destination, and keeping them up to date on the latest news and products.”
“AI streamlines business efficiency”
The moderator Claudiana Di Cesare kicked off by saying that Rome must become the symbol of a new era of intelligent tourism. “The capital is capable of forecasting, governing and harmonizing the influx of tourists, preventing the risks of overtourism, fostering a healthy balance between attracting visitors and safeguarding the well-being of local communities.” Edoardo Colombo, president of Turismi.ai, the Italian association for artificial intelligence in tourism added that AI can personalize the tourism experience and streamline business efficiency. “AI makes it possible to analyze data, predict tourist behaviour and optimize marketing strategies, thus making the stay more rewarding for visitors.”
Overtourism is a growing concern
Barbara Antonucci, director of the Master in Tourism at Roma Tre Universaty, speaking about the phenomenon of overtourism said “it is a growing concern in many tourist cities, just look at what has happened in Venice. Uncontrolled mass tourism risks transforming historic centres into a sort of theme park emptied of their authenticity.”
“Hybrid hospitality to attract new markets”
The focus on the synergy between tourists, local businesses, and residents that forms a cornerstone of the new hybrid hospitality model, was brought up by Elham Firmani, co-founder of dotcampus, and by Enzo Carella, president of Federterziario Turismo and founder of Life Hotels & Resorts. “Hybrid hospitality is the key to attracting new markets and meeting the expectations of today’s travellers, who are increasingly seeking solutions that combine multifunctional spaces and flexible services. Rome is in a position to embrace this model of hospitality, establishing a link between work, study, leisure and cultural events as well as involving the local community, and thus favouring extended and more enjoyable stays.”
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