The objective of the meeting was to develop the exchange of ideas and discussions between operators and institutions in order to single out strategies to re-launch tourism in destinations with consolidated tourist products.
Chaired by Prof. Antonio Percario, professor of the Economy of Tourism at the University of Perugia, highlights of the meeting included speeches by experts such as Prof. Gavino Maresu, professor of Business Management for Tourism and Events at the University of Genoa, who pointed to the concept of the destination itself being the most important force behind the development of the tourism product. In order to be credible, the “vision”, or aspiration of a destination to express certain contents must be authentic and coincide with the values of the territory itself. Only in this manner will it be able to encounter the needs of the visitor who wishes to live out certain experiences.

Through the testimony of some of the most attractive Italian destinations including Portofino Coast, the Cinque Terre, Salento, Ischia, Taormina, Sanremo, Viareggio, the Riviera of the Palms as well as some significant foreign experiences from Monte Carlo and Spain, an interesting cross-study of the problems connected with the tourist product emerged, together with some possible solutions already adopted or in the process of implementation, aimed at guaranteeing the necessary innovation and continuous re-launching of the product.

In particular, Josep Ejarque, General Director of the Tourist Office of the Friuli Venezie Giulia region provided an interesting and expert testimony of his important contribution to the development of products such as Barcelona, Turin for the Olympic Games and now the work of launching the destination of the region Friuli Venezia Giulia.
Various aspects of the tourist product were examined throughout its social and economic evolution. All types of tourism, from seaside holidays to meetings and events, from nature to culture, from food and wine to sports must offer quality and efficiency while respecting the environment and the intrinsic nature of the territory. The culture of hospitality and the quality of service are as important as the infrastructures and the accessibility of the territory, the wealth of its environment and the beauty of the landscape.

Nonetheless, it is necessary to devise long-term projects that will re-qualify the destination, including structural work, while paying special attention to the development of new products and carefully planned strategies for communication.
At this point, the indispensable input from the local authorities responsible for the politics of tourism is called upon to work together for the innovation and re-launching of a destination.
Margherita Bozzano, Councillor of Tourism for the Liguria Region, explained the measures the region has recently proposed in the areas of legislature, finance and promotion, to sustain the innovation and re-launching of the Ligurian tourist product.

However the appeal Franco Orio, President of the Consorzio Portofino Coast, made to all local administrators was that they focus on the territory as a whole when developing the necessary strategies for the area.
Numerous tourist industry professionals, administrators and citizens attended the meeting and contributed to the round-table discussions on the second day.
Due to the success of the encounter and the overall interest, Luigi Ernesto Zanoni, President of the Rapallo LIONS CLUB and promoter of the initiative together with the Consorzio Portofino Coast, suggested that the event be repeated again next year.