Does Italy sell itself? From reputation to the construction and distribution of the Italy product: models compared between digital, distribution and human relations

The strong appeal of Italy as a destination is not sufficient, on its own, to drive the growth of the Italian tourism industry and to generate sales. But what does this mean, exactly? Through testimonials and concrete examples, FTO – Federazione Turismo Organizzato di Confcommercio will shed light on the challenges faced by incoming operators, in a continuous balance between digital distribution and traditional commercial relationships, and will analyse how traveller behaviour, the role of platforms, intermediaries and professional networks are changing. An opportunity for incoming operators and DMCs, as well as DMOs and destination managers, to understand how to enhance the Italian offering, reach global markets and continue to make a difference through expertise, specialisation and the quality of relationships.

The event is organised by FTO – Federazione Turismo Organizzato di Confcommercio.