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 attractiveness of Italy as a destination is not enough, on its own, to grow the Italian tourism industry and drive sales. But what does this mean, exactly? Through testimonials and concrete examples, the session will lift the veil 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.