Promoting the territory and tourism in Ticino: this is the mood that has pushed over 290 professionals active in the hotel, catering, marketing and hospitality sectors in general to participate in Tomorrow's Ticino Tourism: Between Local Strategies and Global Digitalization. During the event it was also possible to participate in moments of individual meeting and exchange, simultaneously giving the opportunity to four classes of the Higher Specialized School of Hotel and Tourism in their final year of training to attend debates and training.
The president of ATT will be hosting the event Simone Patelli: “Having a strategy is like having a compass and a map that allow you to know which direction to navigate to reach your goals. But during navigation the compass is of little use if there is not the right crew. And on this ship that is the Ticino tourism world we can say that we have many trained professionals and quality partners on board”. The president underlined that Ticino is ready to seize the opportunities offered by digitalization and new technologies to improve the experience of travelers and enhance local resources. These themes, and in particular the use of artificial intelligence, were at the center of the interventions of the guests who shared their skills and experiences in this area.
Data collection and offers ad personam for Tourism in Ticino
Stefan Kunzle, Head of Digital Management at Switzerland Tourism (ST), focused on their approach to data collection and interpretation, with a look to the future through the chatbot prototype created by ST. Examples of how even large companies such as Booking.com in the era of tourism 4.0 they have been brought by Roland Schegg, professor at the Tourism Institute at the Valais University of Applied Sciences, who focused on the potential and the opportunity to be seized, but also on the importance of mastering these tools. Patrick Royal of Google Switzerland, speaking via video link, talked about how the IT giant is moving in the field of artificial intelligence and the need to "train" these systems to make them improve more and more. The company Trentino Marketing, a tourist destination with which we share similar challenges and opportunities, presented itself at the Ticino Partner Day with Paul Maccagnan(Destination Intelligence) and Manuela Bortolotti (Destination Support). Through digitalization, their aim is to collect different types of data in order to provide useful knowledge and support to all tourism operators in the region.
Strategy 2030: 5 Institutions and many partners
In the 2030 tourism strategy, developed by ATT in collaboration with OTR, digitalization is one of the main strategic axes but it is not the only one. The meeting held at the LAC allowed the representatives of the OTR and ATT directorates to also review the themes of sustainability, the main markets and segments on which we are working, as well as outdoor activities (winter tourism, sports and hike & bike), culture, food and wine, as well as events. The directors addressed the strategic axes in a transversal way with an eye on the entire Ticino territory, demonstrating a collaborative approach that aims to strengthen the entire Ticino tourism ecosystem. The goal shared by the five entities in collaboration with all the partners is in fact to make Ticino an increasingly attractive, sustainable and internationally competitive destination, thanks to a common strategy and the intelligent use of new technologies.
