Travel: presented in New York “Italy Masterplace,” the first national contest of tourist destinations

by Beatrice Foresti

Launching it Destination Italia, tricolor travel tech

MAY 23, 2024UPDATED AT 9:20 P.M.


It is called “Italy Masterplace” and is the first national competitive format on tourism destination enhancement. It was launched by travel tech Destination Italia, which operates in experiential incoming tourism in the luxury segment. This is a strategic project for Italy in the field of future tourism development of an area, as it provides an opportunity for destinations in start-up and/or maturing stages, if not already known, to develop their unexpressed potential. A mode of growth for the community capable of generating a long-term employment inducement, but also an opportunity for international visibility for the territory and its governance bodies, as well as for the enhancement of local real estate assets, with particular reference to those in historic centers.

So, an opportunity for local people to follow a path of openness to new cultures and new professional skills that increase skill levels and sociality. “Italy MasterPlace is an opportunity to create, scale and promote new tourism destinations in one of the world’s most visited countries through fruitful competition between destinations,” says Massimiliano Cossu, ceo of Destination Italia Corporation – It is a process that originates in the territories with the fundamental help of our Local Experts, and that starts with the identification of thematic and vocational guidelines which are then declined in a digitization activity that has as its output the creation of usable and marketable products. The work will be completed and enhanced by creating direct access to Destination Italia’s distribution channels through the launch in an international showcase such as New York.”

The Italy MasterPlace format takes place in New York and includes 5 events dedicated to 10 selected Italian locations with the support of Destination Italia’s local experts. Each will target two destinations that will present to an audience of 50 selected “top delegates” in the real? New Yorkers among tour operators, opinion leaders, journalists, financial, institutional, and apex figures of large companies in the United States.

The last stage is the challenge in which the 3 finalist destinations with the most preferences compete for the Italy MasterPlace prize, which will be awarded on December 12 by a 5-person jury chaired by Destination Italia President Dina Ravera.

“It is one of the very few cases where such work is set up in a way that generates turnover and potential employment in the long term. Therefore, one gets out of the academic schemes that are ends in themselves. Italy MasterPlace further strengthens the growth of the Destination Local Expert network, now present in 13 Italian regions, and enriches our digital platform with experiential content, in line with the development of the Business model supported by the Capital Raise actions now almost completed,” Cossu concludes.


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