The 17th edition of BTO - Be Travel Onlife, in Florence redrew tourism’s map through data and innovation.

“Tourism no longer observes change: today it generates it”

ItaliAbsolutely was a media partner of the innovation and tourism event, held at the Leopolda in Florence, which redrew a map of tourism’s future, focusing on the data and dynamics that are reshaping demand, products and skills. The Cross-Travel theme framed a sector that no longer exists in watertight compartments with technology, territories, content, community and sustainability all now converging in a single ecosystem. “Tourism no longer observes change: today it generates it,” said Francesco Tapinassi, scientific director, BTO  - Be Travel Onlife.

Generative AI is set to quickly exceed 50% 

The Phocuswright presentation outlined a more mature and selective global market. The value of bookings has reached USD1.61 trillion, with expected growth to USD1.72 trillion. Sixty per cent of bookings are online, three out of four airline tickets are bought digitally, short rentals are close to $176 billion and mobile drives interaction from the moment of inspiration. Generative AI, used by 18% of leisure travellers, is set to quickly exceed 50%.

The growing value of “cross-sector” brands

Within the Food & Wine Tourism segment of which Roberto Milano is the scientific coordinator, the panels on food and wine indicated a clear direction: Italy can no longer limit itself to the strength of its products but must build structured and diversified experiences. There was also great interest in Cross-Over d'Eccellenza, dedicated to Guido Martinetti, founder of Grom and now brand manager of Mura Mura / Le Marne Relais. Interviewed by Roberto Milano and Nicola Zoppi, hospitality scientific coordinator, Martinetti traced the transition from ice cream to wine and hospitality. A path that underscores a growing trend: the value of “cross-sector” brands, capable of combining craftsmanship, design and territorial roots.

“The challenge is to keep alive what makes a place unique”

From the Eat, Travel, Love panel it emerged that digital content is now one of the main drivers of choice. ‘Today many people do not visit a place: they interpret what they have seen on social media,-  explained Fabrizio Todisco, tourism media strategist. -The risk is to make everything a big stage. The challenge is to keep alive what makes a place unique.” A crucial issue for Italian destinations exposed to the impact of TikTok and viral formats.

The need to build experiential ecosystems

A new scenario is emerging for inbound operators: it will no longer be enough to propose itineraries, they will have to build experiential ecosystems capable of speaking different languages, from digital to territorial. Italy already possesses the assets, now it must transform them into measurable value.

The Marche region once again takes centre stage with the new 2025 edition of the Itinerario della Bellezza, Itinerary of Beauty, guide.

The guide now features 28 municipalities

This project by Confcommercio Marche Nord has been promoting the villages of the Pesaro hinterland for eight years and this year it boasts four new entries. With the addition of San Costanzo, Monte Cerignone, Monte Grimano Terme and Corinaldo, the circuit now includes 28 municipalities, a significant expansion to the regional network created in 2018 to promote little-known destinations rich in history, art, culture, nature and food and wine.

“A concrete example of territorial redemption”

Agnese Trufelli and Antonio Baldelli
“The Marche region is art, history and architecture, - said the Honourable Antonio Baldelli, the press conference to present the project, held in the Italian Chamber of Deputies. -From the Roman ruins of Fano to the museum of the Gilded Bronzes in Pergola, to our theatres: everything is beauty. This itinerary was a challenge taken up by five visionary mayors and has now become a concrete example of territorial redemption.”

In 2024 Marche recorded 2,725,811 arrivals

Amerigo Varotti“The project was created as a gesture of love for this land,-  said Amerigo Varotti, creator of the project. -From our hills you can see the sea, on every hill a fortified town, a historic theatre, an attraction. Every year we create themed itineraries focusing on the sea, romance, silence and faith, with the aim of establishing a genuine network.”  In 2024, the Marche region recorded 2,725,811 arrivals and 11,795,484 overnight stays, with a 15% increase in foreign tourists compared to the previous year.

The guide is distributed at national and international fairs

Some 130,000 copies of the guide are distributed at national and international fairs, themed press tours (the next one will focus on food and wine) and a growing network of local events. Alongside the cultural heritage, the project also promotes agricultural and food specialities.  “It is truly a journey through our villages, full of beauty, emotion and synergy,-  said Barbara Marcolini, vice-president of Confcommercio Marche Nord. “-Relationships are created between mayors, territories and administrators. This is the added value of a project that has been able to unite the hinterland with the sea”. 

Barbara Marcolini and Agnese Trufelli

Promoting the Marche as a region for all seasons

The initiative also aims to support the region's seasonality aims. “The Itinerary of Beauty also helps to promote a region that should be showcased and promoted outside the summer months, - said Agnese Trufelli, director of Confcommercio Marche Nord. -Through the network of cultural centres, we are helping to stem depopulation by offering new opportunities to areas that were at risk of abandonment.”

Agrigento has been designated the Italian Capital of Culture for 2025. 

Agrigento takes centre stage this year 

With over 2,600 years of history, this year Agrigento, skilled at enriching its cultural traditions while embracing the future, is poised to become a laboratory of reflection and creativity, This prestigious Capital of Culture status comes at a crucial time for Italy’s cultural scene which is recovering from the difficulties of the pandemic, and places Agrigento at the centre of a national and international debate about the current challenges and future opportunities. 

The 2025 cultural programme

The Valley of the Temples, a UNESCO World Heritage Site, will be one of the main stages of the 2025 celebrations. This iconic site, which has enchanted visitors from all over the world for centuries, will bridge the gap between past and future, hosting concerts, exhibitions and new contemporary art installations. The programme also aims to create a tourist-cultural circuit spanning the entire Agrigento area that will also highlight places that have inspired great authors such as Luigi Pirandello, Andrea Camilleri and Leonardo Sciascia. The aim being to propose an immersive experience that combines artistic and natural beauty with the region's rich literary heritage.

The bonds between the individual, society, and the environment

The theme chosen for 2025, “The Self, the Other and Nature. Relationships and Cultural Transformations,” is an invitation to delve into the bonds between the individual, society, and the environment. An approach that is aligned with present-day issues concerning sustainability, community unity, and cultural heritage enhancement. The year’s cultural programme is inspired by the four elements: water, air, earth and fire which are the symbols of dialogue between cultures, lightness of thought, appreciation of local traditions and contemporary creative energy.

A strategy for the future from the Distretto Turistico Valle dei Templi

Fabrizio La GaipaA crucial role in promoting the territory is being played by the Distretto Turistico Valle dei Templi, led by Fabrizio La Gaipa. In outlining the strategies that are shaping Agrigento as Italy’s 2025 Capital of Culture, La Gaipa stresses the importance of building lasting and profitable relationships at national and international level. “2025 is much more than a year of celebrations, it is an opportunity to strengthen relations and consolidate Agrigento's image on the world's most prestigious stages,” he said.

The cultural twinning with South Korea

One of the most important initiatives is the “Italy-Korea Twinning for Cultural Heritage” which was launched in 2023 under the patronage of the Ministry of Foreign Affairs, enabling an unprecedented cultural exchange with South Korea. This project saw a South Korean delegation visit Sicily to learn Italian techniques for the protection and enhancement of cultural heritage. Participation in the ILTM in Singapore opened new channels of dialogue with the main Asian luxury tour operators, and the municipality of Beverly Hills expressed interest in promoting cultural exchanges with Agrigento. “These relationships not only bolster the cultural fabric of our region but also lay the foundations for long-term cultural and tourism development,” La Gaipa added.

A 40% increase in tourist arrivals over 2019

No less important is the Valley of the Temples’ commitment to environmental sustainability and responsible tourism. With a 40% increase in tourist arrivals compared to pre-pandemic figures in 2019, the Valley is at the top of European growth. This achievement, according to La Gaipa, is the result of “a profound rethinking of tourism offers, in line with the canons of the UN Agenda 2030.” Obtaining UNWTO-QUEST certification in December 2023 represents a further step forward, positioning Agrigento among the world's excellences in sustainable tourism.

Christmas holidays by the sea in Italy? Immerse yourself in the magic of Christmas with Ferryhopper, an innovative ferry booking platform.

The magic of the Amalfi Coast

The Amalfi Coast dresses up for Christmas, offering an unforgettable experience of lights, traditions and seascapes. Salerno, with its famous artistic illuminations, is the starting point for exploring the villages along the coast, with their Christmas markets and nativity scenes. Positano becomes an open-air disco for the New Year's Eve party on the Spiaggia Grande, while Amalfi enchants with entertainment, music and typical sweets such as zeppole and struffoli. A ferry trip along these routes means enjoying the beauty of the winter sea and stopping off in destinations rich in charm and tradition.

Ischia

Naples and the festive atmosphere of Ischia

Naples, the beating heart of the festivities, welcomes visitors with its markets in Piazza Dante and the unique handicrafts of the Neapolitan nativity scenes. It is also the ideal starting point to reach Ischia, which comes alive with unmissable events such as the living crib in Panza and the treasure hunt in Forio. The little island, with its winter landscapes and Christmas traditions, is perfect for those seeking a getaway and they can also discover the Medieval Castle of Lettere with its Christmas market.

Amalfi

Sicily in winter: nativity scenes and markets

Sicily in winter surprises and fascinates. Palermo celebrates Christmas with the Family Christmas, a unique event with merry-go-rounds, markets and the Father Christmas Village and living nativity scenes. In Gangi the traditional nativity scene comes to life in an evocative setting, while Montalbano Elicona hosts one of the most popular living nativity scenes on the island. From Milazzo it is possible to explore the Aeolian Islands, where Lipari celebrates the arrival of Father Christmas by boat.

A journey of tradition and relaxation

With Ferryhopper every journey becomes an unforgettable experience. From buying digital tickets to exploring multiple destinations with multi-trip solutions, Christmas becomes an opportunity to experience the sea, traditions and festivities in an original and sustainable way. What will be your next Christmas destination?

Merano and its countless gourmet and wellness experiences is the perfect choice for a Valentine's Day escape. 

The Europa Splendid is in the historic centre of Merano 

An enchanted landscape where you can fall in love again, surrounded by mountains and the unique beauty of early 20th century Art Nouveau, Merano also offers traces of imperial splendour and Mediterranean influences mixed with Alpine traditions. The Europa Splendid is the ideal nest for a romantic and charming escape. Located in the historic centre of Merano, the hotel is rich in history with spacious interiors and a refined twentieth century atmosphere.

Gourmet dining and exclusive wellness packages

For a delicious Valentine’s Day treat, the Europa Splendid’s  historic Liberty´s Bar & Bistrot is the ideal solution for couples seeking gourmet dining.  For those who want a wellness break, Merano Spa is a short distance from the Europa Splendid, and offers exclusive treatments for couples, such as the Sissi Bath with South Tyrolean fragrances or the Special for Two package. Europa Splendid guests can also take advantage of VIP entry to the Merano Thermal Baths throughout the year, by booking directly on the site.

Prices: from 9 to 18 February 2024 the package includes 3 nights' accommodation with a welcome drink, starting from €213 per night in a standard double room. For information: www.europa-splendid.com 

Tuscany and Sardinia are dream destinations for sleep-filled holidays and here are two properties in which to indulge in sleep tourism, the new trend for 2023.

Two charming properties for restful breaks

Relaxation, a peaceful setting, and all the conditions necessary to enjoy a wonderfully restful and sleep-filled break is what you find in these two charming properties: Locanda in Tuscany, close to Siena, and Albero Capovolto near the stunning Costa Smeralda in Sardinia.  

Country life, vineyards and lavender at Locanda in Tuscany

In the heart of the Val d'Orcia, a UNESCO World Heritage Site, Locanda in Tuscany is an old farmhouse in Siena’s countryside between Pienza and the hot springs of Bagno Vignoni. It has been transformed into a charming country resort with nine rooms and suites for a country-life experience in the quietness and charm of a typical Tuscan setting. There is a superlative view of a soft, green sea with a thousand shades of gold and clay, offset by the unmistakable silhouette of Tuscany’s characteristic cypresses, vineyards, olive trees, wheat and lavender. 

Wooden bed frames for a better quality of sleep

Escaping from everything and everyone at Locanda in Tuscany you can relax by the beautiful panoramic swimming pool. The rooms are of different types, and have beds made by local craftsmen without the use of metal, to allow a better quality of sleep. The wooden-framed bed frame, in fact, insulates against electromagnetic pollution and is not an energy conductor, encouraging a good rest. For a perfect sleep, guests can choose between linen or cotton sheets, and in the morning, there is background classical music in the breakfast room.

Understated charm and a saltwater pool at Albero Capovolto in Sardinia

Suspended between the sea and the Gallura countryside, between heaven and earth, a stone's throw from the Costa Smeralda's most beautiful beaches, this family home has been transformed into a charming country and sea boutique hotel, with seven rooms and suites that have direct access to the infinity pool.

Feather pillows and an infinity swimming pool

Albero Capovolto is a place of understated charm. The rooms have evocative names, such as Respiro (Breath) and Intimità (Intimity) which are profoundly linked to relaxation. For a truly satisfying rest the hypoallergenic double pillows are 100% feather, and air, light and the scents of nature invade every room. Which is why to facilitate good sleep it was decided not to put TVs in the rooms. The choreographic saltwater infinity pool in the centre of the beautiful Mediterranean garden has relaxing views of the surrounding countryside. And after a healthy night's rest, the rich buffet breakfast with local products is to be enjoyed unhurriedly.

For the first time in Italy the TH Group introduces Alexa Smart Properties for Hospitality. The system has been introduced to the TH Rome - Carpegna Palace, but the Group is considering investing in this technology more broadly to improve guest experiences.

“Thanks to Alexa we are able to offer immediate feedback”

“Our commitment is to continuously innovate and provide our guests with the best possible travel and stay experience. Thanks to Alexa we are able to offer immediate feedback on all the needs related to their stay,” says Giorgio Palmucci, executive vice president of TH Resorts.

Services include room service and reporting malfunctions

Among the services available are music playback, room service, calling reception, managing check-out, getting restaurant recommendations, setting alarm clocks, booking internal services, and reporting malfunctions. As well as from improving the guest experience, hotels can use the device to promote and market internal services such as cross-selling, offers on restaurants, spas, or other related products and services.

"The first month of testing gave us great satisfaction,” Palmucci continues, - we were pleased to see how customers appreciated the ease of use and the opportunity to interact with our staff.”

Alexa for Hospitality speaks 14 languages

TH Group has no intention of ending the human relationship that remains at the heart of any hotel stay.

“Our true strength will always be a warm Italian welcome ,-  says Palmucci. -We do not want to replace contact and services offered by staff, but support them in the most repetitive and mechanical activities. This innovation is great for everyone, our guests and our staff.” Properties must integrate the system into their network and Amazon charges a subscription fee to access the Alexa APIs, with the device responding in different languages.  “Alexa currently speaks 14 languages, - says Gianmaria Visconti, Amazon Alexa country manager for Italy, France, and Spain. 

“The device is among the top 10 most loved product brands in Italy”

Amazon has already launched Alexa Smart Properties for Hospitality in other countries, including the United States, the United Kingdom, France and Canada, and Italy is regarded as a strategic and mature country for the project's development.

“Last year there were eight billion interactions in Italy, as many as in the previous three years. This is a remarkable acceleration and Alexa is among the top 10 most loved brands in Italy.”

Announced at the end of August, the €1.4 billion in aid for the inbound sector, from the National Recovery and Resilience Plan, will provide much-needed support to Italy’s inbound players.

Daniela Santanché: pre-pandemic figures to be exceeded by 2023

“This is a necessary lever for tourism, we have to raise the bar,” said tourism minister Daniela Santanché at a press conference in Rome. “Demand is growing and the target group is more and more demanding. We must boost the quality of our services in order to compete. Moreover, the new leverage comes at a favourable time for the travel industry: 2023 will be the year when the pre-pandemic figures will be exceeded.”

Focus on investments from €500,000 to €10 million

The measure is aimed at hotels, agritourisms, beach and spa establishments, open-air accommodation facilities, marinas, and enterprises in the trade fair and conference sector. Medium to large investments between €500,000 and €10 million that focus on sustainability and digitization as well as on energy and earthquake-proof upgrading will quality. As will works to remove architectural barriers and for extraordinary maintenance, the construction of thermal swimming pools, and the purchase or renovation of furnishings.

Direct contributions and subsidized loans

Two forms of facilitation are envisaged: a direct contribution to expenditure granted by the Ministry of Tourism, and a subsidised loan, granted by the Cassa Depositi e Prestiti. Both will be granted on the basis of the project assessment by Invitalia. The subsidized loan must be combined with a market-rate bank loan of the same amount and duration, provided by a bank that is a member of the special agreement between the Ministry of Tourism, the Italian Banking Association and Cdp.