This conference, organised by the Rosselli Foundation and Confturismo, intends to bring together institutional representatives, international experts and operators from the economic, tourism, culture and Made in Italy sectors, for an in-depth study into the strategies for promoting Italy - a country with an extraordinary cultural heritage and natural beauty - and to develop the Italian tourism industry as a whole. 
The discussions are divided into three sessions, with particular focus on the following subjects:

Controlling tourism promotion: how to present the Italian brand abroad
On the need to create a knowledge base that caters for differentiated strategies and approaches towards promotion and information, tailoring requested products to the needs of the tourist, while exploiting Italian culture and lifestyle.

Material and immaterial networks for tourism development in the territories
On the creation of infrastructure measures that can improve the way tourist areas are enjoyed and give those areas the chance to create opportunities for long-term, flexible, dynamic and sustainable tourism.

Friendly urban contexts:  ways of living/visiting cities 
On tourism in the cities, the use of the urban context and new technology as applied to the territory in order to improve quality of life and environment (urban planning, management of local services, physical appearance, lighting etc.), and therefore, also enhancing the welcome for the tourist.