What form of tourism is most suited to Italy: tourists or travellers?
Tradition or industry?
Mainstream or niche markets?
An expert operating in the tourist industry and a great polemist exchange ideas in an attempt to imagine the future of Italian tourism.
Interviewer
Edoardo Colombo Poste Italiane S.p.A.
Interview
Mauro Santinato TeamWork
Antonio Pezzano Public Policy enterpreneur
Innovation arises through a collaboration with every member of the system: from 365 to The Floating Piers, the key to successful projects is participation. We’re talking about it with the territories inLombardia. Product Presentation promoted by Explora.Read more »
The great battle to include pizza in UNESCO’s intangible cultural heritage list gives rise to a debate on stereotypes with Alfonso Pecoraro Scanio and the Director of the Uffizi Gallery Eike Schmidt, moderated by Anna Paola Concia.
In the background, a comparison with Germany.
Keynote Speaker
Alfonso Pecoraro Scanio Fondazione UniVerde
Moderator
Anna Paola Concia Italienische Handelskammer für Deutschland
Travel & Tourism is a demanding and competitive market sector for countries, regions, cities and attractions.
For future success, Destination Marketing professionals need to embrace both the strategic and tactical integration of resources and creativity to succeed. Understanding how to leverage brand assets, content and prioritise channel marketing resources is critical for success as the time from ‘looking to booking’ decreases for consumers as potential visitors.
Likewise, building a long term brand strategy requires investment beyond pure advertising or PR campaigns. Join a session presented by Christopher Nurko, Global Chairman of FutureBrand who will share insights and best practice tips on how to plan for success in destination marketing.
Sharing results from a recent study on U.S. State Branding research as well as building upon 8+ years of Country Branding investigation, Chris will help attendees understand the ideal formula for approaching their brand challenges.
Keynote
Christopher Nurko FutureBrand
Talkbacker
Emma Taveri BTO 2016
Giulia Eremita BTO 2016
