Italiano
Tourism continues to grow, but with it come increasing pressures on infrastructure, territories, and local communities, especially during peak season. Addressing these impacts doesn’t mean giving up the economic benefits of the sector, but rather finding new ways to travel more consciously and responsibly.
In this context, digital platforms are playing an increasingly important role. Tools like artificial intelligence make it possible to create personalized itineraries, better manage tourist flows, and highlight lesser-known destinations. This is the case of Trip.com, which, through its virtual assistant TripGenie, offers tailored solutions to avoid overcrowding and encourage longer stays, thus contributing to the sustainability of destinations.
Interest is also growing in emerging destinations. One example is the campaign for Daegu, South Korea, which saw a significant increase in visitors. In Italy as well, regions such as Trentino-Alto Adige, Liguria, and Piedmont are benefiting from targeted promotional strategies that attract new flows and support local economies.
Another key aspect is seasonality management. Promoting travel during the low season, through events and special offers, helps distribute visitors more evenly throughout the year, improving the travel experience and reducing the impact on host communities.
When it comes to awareness, many travelers are willing to choose sustainable options but often don’t know how. That’s why platforms like Trip.com are investing in eco-friendly certifications, collaborating with international organizations such as the Global Sustainable Tourism Council, and promoting low-emission transport options like trains, electric vehicles, and more efficient flights.
Technological innovation, education, and collaboration among all sector stakeholders are key to building a tourism industry that generates value without compromising the future of destinations.
Source: Il Sole 24 Ore