The use of Artificial Intelligence (AI) in the tourism sector is redefining the travel experience for tourists and destinations. In the Destination program of BTO 2023, together with national and international tourism entities and businesses, we will explore the implications and opportunities that emerge from this transformation and which allow destinations and territories to interact more powerfully with tourists, optimize travel times provision of services, improve the management of the offer and therefore the visitor’s experience.
Simultaneously with the theme of Artificial Intelligence, we will delve deeply into the new trends and transformations that characterize the current national and international tourism scenario, bringing evidence, data and projects on how destinations, governance and regions, even far from the best-known, classic destinations, have been able to respond effectively, creatively and appropriately to these ever-changing challenges.
The topic of Artificial Intelligence (AI) will be addressed in various areas. Regarding the MICE sector, Convention Bureau Italia and Copenhagen, IMEX Group, will give us an in-depth look at how artificial intelligence and sustainability are redefining the events industry. In another panel devoted to Spain, Carlos Chaguaceda, Director of Communications at the Prado Museum in Madrid, together with other guests will examine the ways in which artificial intelligence can be used to offer immersive sensory experiences. Furthermore, in the panel devoted to Asian tourism, Amy Wei – Senior Product Director of the Chinese operator Trip.com and Divya Khatri – Strategic Partnerships and Product Management Professional of the Indian Make My Trip will discuss how, thanks to the use of AI, they manage to anticipate and satisfy the travelers’ needs.
But before Artificial Intelligence, Which Human Intelligence? In this year, which is the European Year of Competences, a panel will turn the spotlight on the key figures necessary to guide destinations in the future, starting from the recognition of the different forms of DMO, led by Unioncamere Veneto, and a subsequent discussion with Patrik Romano of Bologna Welcome, representatives of European DMOs (Visit Valencia, Visit Zuid-Limburg) and of the Andalucía Lab project.
We will also talk about talents with Cuno Groenewoud – General Director of Eindhoven365, the first city in Europe to equip itself with a specific territorial marketing strategy on the topic
In the so-called smart destinations, human intelligence will increasingly merge with technology, following the directives of recent European policies: some representatives of NECSTouR, including Marta Domènech General Director of Catalonia and Françoise Guaspare of the Île-de-France Region will discuss how smart destinations can redefine the European tourism ecosystem starting from ambitious initiatives such as the Transition Pathway for Tourism. From Europe to small hamlets, in an in-depth study devoted to the digital transition and to the challenges that AI poses in the most fragile and lesser-known destinations, with the contribution of Claudia Mazzoli – Councilor for Tourism and Culture at Bagno.
On another panel we will start from a particularly innovative European Capital of Culture, together with Nancy Braun of Esch-Alzette, European Culture Capital 2022 to explore how the digitalisation of culture and digital creativity can attract new generations and lead to the development of new attractors in line with the New European Bauhaus. We will be talking about this with Paolo Giulierini, Director of the MANN Museum in Naples, an example of a cultural attractor that has focused on the digitalisation and gamification of the visiting experience. In an era marked by increasingly disastrous environmental events, there will be a focus on the topic of sustainability: Mara Stotti – Director of Tourist Development at the National Institute of Tourism of Nicaragua together with other European representatives and Italian best cases will give us an overview of how territorial marketing strategies focused on sustainability, monitoring of emissions reduction, training of local operators up to the creation of provocative campaigns can be a useful tool for raising awareness among travelers and local communities.
We will also be talking about urban regeneration and the valorization of real estate assets to design destinations and capture the interest of investors, to bring even the most marginal areas back to life to shape the future of tourism and urban regeneration together with Simone Santi, Director of Landlease Development, who carries out urban innovation projects on a global level, including the MIND (Milan Innovation District), in addition to the presence of Trifone Altieri, President of Invimit Sgr spa and Matteo Cerri, ITS ITALY Strategic Director.
Those presented are some of the numerous panels relating to the Destination topic which will stimulate discussions and encourage the contamination of ideas in the most innovative topics and trends on the international tourism panorama.
The article concerns the topic “Destination” and was edited by Emma Taveri, coordinator of the topic.
The appointment with BTO is in Florence on November 22 and 23: we’re looking forward to seeing you there!
