Samanta Tata

Destination Manager and Tourism Business Developer, she designs integrated tourism ecosystems that blend culture, digital innovation and active tourism. She is currently Director of Commercial Development - Italy and Destination Pass Solutions at Vox Group, where she leads the evolution of smart tourism through cutting-edge digital platforms and smart devices with generative AI. Her managerial career is rooted in Digital Transformation at Alitalia, later consolidating through leading complex tourism ecosystems in top-level roles. Among these, her experiences as Head of Sales at FS Treni Turistici Italiani and Head of Vatican & Rome for Opera Romana Pellegrinaggi stand out. A university lecturer and winner of the 'Women Who Won' award, she sees strategic Destination Management as the true driver of territorial development. Deeply convinced that sport is a privileged key to exploring the most authentic soul of places from a sustainable perspective, she is today also a partner member of Sport Routes. 'Technology will be the tipping point of the next tourism revolution. Those who know how to use it best — for the benefit of the experience rather than to its detriment — will not only lead the change, but will define the future of the industry.'