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The Italian Digital Route to the Future of Tourism

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Competition in the travel sector is increasingly globalised and the role played by digital technology is in constant evolution: from “simple tool” to enabler of a “virtual” experience, and of a persistent relationship all along the tourist journey (physical and online). At all levels of governance companies need to acquire and improve their digital capabilities to attract and manage tourism flows and to guarantee an excellent and lasting experience. The assets available are outstanding, but they still need to be valued to their full potential: in-destination activities, food and agri-food, art and culture, fashion and design, entertainment and sport, nature. Against this backdrop, the players in the sector are looking for new routes: The Italian Digital Route to the future of travel is still a work in progress.

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