TRUE ITALIAN EXPERIENCE IS AN ECOSYSTEM OF MULTIMEDIA CONTENT AND PERSONALIZED SERVICES AIMED AT BOOSTING INTERNATIONAL TOURISM IN ITALY. PROMOTING IT, AS MAIN PARTNER AND WITH THE SUPPORT OF THE MINISTRY OF TOURISM, IS THE NEW ITALIAN FLAG CARRIER

ITA Airways thinks of a supply chain development integrated with its core business; with this new industrial philosophy, the new Italian flag carrier has collaborated on the project : True Italian Experience.

In presenting at the conference the True Italian Experience digital platform, a new hub for the promotion of the Italian tourism sector of which ITA is the main partner, CEO Fabio Lazzerini compares himself, not surprisingly, with Tourism Minister Massimo Garavaglia, Secretary General of the Ministry of Foreign Affairs Ettore Sequi, President of the State-Regions Conference Massimiliano Fedriga, as well as the Mayors of Rome and Milan, as major proponents and collaborators of the project. The presentation desk was the Roman one of the Chiostro del Bramante , not a random choice. Minister Garavaglia himself, banishing the specter of the word “resilience, which instead has a negative meaning,” celebrated the desire to give new energy to the sector . On tourism, after all, Italy should be able to build “a political and industrial strategy,” echoed Gualtieri, as part of a system approach that sees institutions and business entities working together.

TOURISM RESOURCE IN ITALY

“And so far we have not done enough,” Garavaglia ( Minister for Tourism ) urges, “because from an immense heritage like ours springs a great responsibility. Our task is not to consume it, but at the same time to make it yield in terms of economic returns. It is a duty that implies organization. The Ministry’s goal for 2022 is ambitious: to reach the numbers of 2019, the best year in the history of Italian tourism. Is it possible? Yes. It takes promotion and speed, immediate investment; for too long we have not done real, integrated promotion.”

ITA AIRWAYS COMMITMENT

In all of this, what function does True Italian Experience have? A first answer to the function of beauty amplifier tells us Lazzerini: “ITA was born less than a year ago with three objectives. To prove itself as a solid company from a social, economic and environmental point of view; to represent an important factor connecting Italy and the world; and to help the development of the Italian production system. This last point is the focus of the intervention we are presenting, aimed at fostering a tourism that expresses new needs, eager for experiences and ready to move around the territory, as long as someone is ready to orient it.”

Visiting the site one senses a truly remarkable curation. The HOME screen may , also , mislead is does not result in any particular effect , but by clicking on the airplane icon you enter an experiential multimedia journey . In the total definition of multimedia , you interact with a sequence of videos depicting the place and event that is happening at that moment in Italy . The videos do not stream in real time , but summarize the event itself ; they are highly ( too ) edited and created offline with professional video-making techniques . In an unobtrusive way flights to the destination featured in the event are suggested . The idea is very good and leverages both the rational and irrational part of the purchase of the tourist product , certainly it is a fresh gallery of the traditions and beauties of our Peninsula .

It would be interesting to integrate this project on a more focused and integrated Incoming Market with private companies : T.O. , D.M.C. , specialized Travel Agency ; ideas that I believe are already on the working table.