A change of pace, a total vision, a lot of professionalism: this is what tourism needs to acquire the right role in a jewel country like Italy. It is the vision of Dina Ravera, president of “Destination Italia Group”, travel tech company specialized in creating high-end tailor-made itineraries: a top manager who in her brilliant career has challenged herself in very different sectors, always with great results.
President Ravera, many territories, including Tuscany, have turned to tourism as the main vector of development. But the result cannot always be said to be satisfactory.
«Until the pre-pandemic period, it was taken for granted that tourism was relevant for bringing Italians to Italy and abroad: it was the type of activity of the largest companies in the sector. For this reason, groups have never been created to bring high-end tourists to Italy: a challenge that implies complexity. To promote Tuscany as a whole, all its characteristics must be identified, from food and wine to cycling routes: to do this you need to be much more organized than you are now, you need to have capable companies and people. And the support of technology. You must be strong, but you must also have the ability to bring with you those who deal with this matter: regional and municipal institutions, local associations and those who have always done tourism there.”
To promote a territory, what is the best approach?
«Attention and respect for what is there: the priority for me is this. The approach we are following is to stand alongside Regions and Municipalities to discuss with them what they are doing for tourism: let’s give them our support. And we work with the structures present to make them understand how to present what they have. For example in Lucca, where you can have many experiences: the cellars, the walks, but everything must be perfectly organized for the tourist.”
Many art cities, including Tuscan ones, are overcrowded with tourists.
«It’s a question of planning. We have created a promotion network that covers the whole world and in a constant way. I am amazed to see that some of ours competitor as a promotion they hold two fairs a year in Italy. Instead the promotion network must work all year round. And it must be those who do promotion who go to the places, to know their characteristics. Italy is so small, but so beautiful that it doesn’t take long to find enthusiasts of individual sectors. But you have to be proactive. The market is infinite compared to our size: this is why promotion must be done hand in hand with the institutions.”
You are also working on original ideas for promotion.
«The rule that encourages foreign producers to shoot fiction in Italy is still in force but is about to expire. It was the engine that made Puglia known. I have asked the ministry for it to be extended. There is roots tourism: 85 million people live in the world, third and fourth generations of those who left Italy 150 years ago. They are concentrated in Latin America, the USA, Canada and Australia. If we managed to bring them to Italy they would become its greatest ambassadors.”
An element that hinders tourism is the staff, which is few and sometimes poorly qualified.
«Institutions can help by exempting companies from taxes: that is where the institution must be present. If we want to attract people to a tough industry like tourism, you have to pay them well. If, however, you propose uninteresting contracts, you will not generate qualified personnel who can instead be a multiplier for the company. This must be done if we want to implement tourism without increasing flows.”
Venice has started the entry ticket into the city, there has also been talk about it for Florence. What do you think?
«I agree, I find it correct. In Venice it was introduced without penalizing residents of Veneto, those who work in Venice, and relatives up to the third degree. An arriving tourist must be aware that Venice, like Florence, is a jewel.”
He talks about tourism with passion.
«I worked in the oil & gas sector with McKinsey, in telephony with Wind. The passion for people, the passion for sharing even very difficult projects, has never abandoned me.”
If Marisa Bellisario, the entrepreneur you met as a new graduate at an orientation meeting at Bocconi and encouraged her to continue her studies, knew of her success, what would she say?
«I am convinced that he is happy, he continues to help me. She was a great generous woman: it was the five minutes that changed my life. Now I feel the duty to give back to the country what she passed on to me.”
