How difficult it is for a DMO in Italy to innovate

Over the last few years, the privileged observers of the digital transformation of marketing for destinations have entered the BTO stage. Experts and destination marketers have talked to us about what they do and, above all, about their attempts to innovate.

This year, we want to bring the hidden protagonists of these experiments into the limelight: the officials of the public administration that deals with tourism.

Three facts that will help understand the context in which they move.
The marketing of the destinations is funded – almost exclusively – with public money. In the last ten years, this funding has halved. At the same time, the rules for spending these funds (to protect taxpayers) have become complicated. Yet, despite this difficult context, there are examples of innovation in Italy. What do these examples teach us? What are the topics to be discussed? What strategies are underway?

A panel dedicated to those dealing with tourism within the public administration.
A panel aimed at opening the eyes of those who criticise the public administration without knowing several essential facts.