“Visions: Towards More Conscious Tourism”, the 2025 edition of Rome Future Week was presented at the Le Méridien Visconti Rome.
Tourism as a source of value
The day started with a discussion focused on issues facing iconic destinations like Rome - from managing flows and expectations to balancing competitiveness, sustainability, and culture. The panel of speakers offered complementary perspectives outlining the shared vision that tourism cannot be seen just as the movement of people, but as a source of value for communities, territories, and businesses.
Hotels as cultural hubs and community partners
Opening the conversation, Giacomo Guzzardi, general manager of Le Méridien Visconti Rome, and Palazzo Scanderbeg Marriott International, underlined the evolving role of hotels as not only places to stay, but also cultural hubs and community partners. This vision was echoed by Paolo Giuntarelli of Regione Lazio, who stressed the importance of getting visitors to stay longer and guiding them beyond traditional circuits into lesser-known areas, with itineraries liked to culture, sport, and local identity. Belinda Bortolan, founder of BortolanCarnevali & Partners, highlighted the need for coherent storytelling, while Davide Desario of AdnKronos reminded participants of the media’s role in shaping perceptions. 
Revitalizing forgotten assets
Other voices enriched the debate with Daniele Manetti of Sojern pointing to the role of data and AI in managing flows and measuring impact, while Alberto Acciari, President of Tevere Day, showed how revitalizing forgotten assets such as the Tiber river can generate new forms of sustainable attraction. Concluding, journalist Claudiana Di Cesare stressed that sustainability, culture, skills, and innovation are not distinct paths, but integrated pillars on which the tourism of tomorrow will be built.
