Italy tourism

Italy’s Tourism Minister reveals new strategies to recover from the pandemic

The first internal press conference of the head of the Italian tourism department, Minister Massimo Garavaglia, guardian of the National Recovery and Resilience Plan (PNRR) was held for the first time in a long time, in person. The objective of the meeting with the press – vaunted hub of Italian tourism – was to say what has been done well and what remains to be done.

At the round table chaired by Garavaglia, the minister’s loyal executives prevailed: Andrea Scotti, expert in blockchain, as well as in medical devices, appointed at the end of July as digital and technological innovation advisor to the Ministry of Tourism; Francesco Paolo Schiavo, for nearly twenty years at the MEF (Ministry of Economy and Finance) and since June director of the promotion and development of tourism; and Roberta Garibaldi, new CEO of the Italian Government Tourism Office (ENIT) since October, and expert in wine and food tourism.

Their mission is to unveil the roadmap of the new Italia.it, whose official launch is scheduled for the end of June. Then from October, it will turn into a modern all-around mobile application developing into a “smart portal” aimed at closing the tourist offer and attracting visitors.

Garavaglia reiterates:

The objective “is to conquer all the millennials and bring them to Italy”.

Especially now that the borders are reopened and that “we play the same game as our foreign competitors”.

A video illustrated a preview of what the Italia.it application will be. It does not differ from the most famous metasearch, but the promise is to promote the Italian brand – and in particular to offer tourists a personalized travel planning tool and to build customer loyalty with a loyalty plan based on the blockchain and the distribution of badges in NTF format, which accrued reserve benefits for travelers.

The website is a kind of “Italy with Prices” that focuses on the most exotic technology — even the Metaverse — to pick up inbound travelers who were lost during the pandemic years. It carries with it a legacy of the enormous amount of data which, if combined with that of ISTAT (the Italian National Institute of Statistics) and the Bank of Italy (to name but two) , could really bring the maxi Tourism Observatory to life, with ENIT CEO Roberta Garibaldi saying she’s already hard at work.

The plan is intended for “everyone”, assures the minister, and the target is “all the millennials of the world”. The ambitions are higher than ever, and as always, the results are there. The numerous reissues of Italia.it have repeatedly betrayed the Italians. The fear that it will happen again is completely legitimate.

A treasury of around 2.5 billion euros, will see 114 million destined for the Italia.it portal, ready to become the TDH, acronym for Tourism Digital Hub, provided precisely by the recovery plan.

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