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The Italian Tourism market is growing, especially because of the digital component. [Italian] tourists are increasingly connected and digital: word of mouth has gone online, smartphones are becoming the main ally of the decision to travel and there is a prevailing tendency to plan vacations very early. Big Players dominate in both demand and offering sectors. The offering focuses on customer care and the first stages of the tourist journey, but is still not very present throughout travel and post-travel stages.
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