Promoting domestic tourism – the italian experience [Articol]

Abstract

Domestic tourism in Italy has seen significant growth in recent years, spurred by innovative government policies and effective marketing campaigns. This study analyzes the strategies adopted by Italy to promote domestic destinations, with a focus on the use of digital technologies and public-private partnerships. The results highlight the impact of these initiatives on the country’s image, tourist flows, and the local economy. The research explores the evolution of domestic tourism in Italy, focusing on the post-pandemic period. Through a quantitative analysis of official data and qualitative research based on interviews with key players in the tourism sector, the study identifies the factors that influenced the increase in domestic demand. Additionally, it examines the promotional tools used, such as media campaigns, online platforms, and loyalty programs. The findings underline the importance of adapting the tourism offer to the needs and preferences of Italian tourists, as well as the role of collaboration between the public and private sectors in promoting lesser-known destinations.