Michele Serra

An intellectual of great promise who turned to tourism, which eventually won me over. From studying Indo-European languages, I joined Mistral Tour in 1989, discovering Taoism, Islam, Inca history... but also programming, market strategies and management control. In 1999, together with other friends, I founded Quality Group, to bridge the experience of artisanal tourism into the technological era. To my classical education I owe a methodological loyalty towards reality; to my mentor Stefano Chiaraviglio, a passionate and unbiased openness to the world and its cultures; to the friends at Quality Group, the broadening of my entrepreneurial vision. My challenges today: the transition from durability to transferability; the concept of the private company as a common good; the development of a shared and dynamic corporate organisation.