Ten years away from 2025, I look back with gratitude and a hint of disbelief at how a vision from years ago has finally materialized. At that time, the world was gripped by deep fears: climate change and environmental crises, pandemics, economic uncertainties, growing social inequality, digital manipulation, threats to democracy, mass migrations, AI, geopolitical conflicts in the Middle East and Ukraine, and even the fear of overpopulation straining resources.
When we founded the agency with Giancarlo, Riccardo, Matteo, Vincenzo, Emiliano, and Sara, we hoped that tourism could become a bridge between people, a vehicle for dialogue fostering cooperation. We believed that, through my work in an agency specialized in PR, Trade Marketing, and communication in the tourism sector, our daily efforts could contribute to meaningful change, shape new narratives, inspire concrete initiatives, and help operators and institutions choose forward-thinking paths.
At every meeting, we faced skepticism and the “fears” of those who considered it naive to rely on values such as sustainability, equity, and cooperation. We often heard these were not profitable, pragmatic, or even central ideas.
Over the years, we have witnessed how targeted and strategic communication can drive the tourism sector towards real change. Campaigns and initiatives we supported gradually convinced hospitality structures, transportation companies, local DMCs, and governments to invest in preserving traditions and cultural identity, fostering intercultural exchanges, reducing consumption, embracing renewable energy, and protecting the environment. This created an awareness of mutual respect and knowledge, promoting an organic exchange of music, literature, science, flavors, traditions, art, and culture, all while preserving each country’s identity through tourism.
At the same time, I’ve seen how giving visibility to lesser-known destinations has transformed these regions into tourism hubs, capable of distributing economic benefits more equitably, reducing inequalities, conflicts, and crime. Local communities have opened up to the world, sharing their best cultural values and finding opportunities for growth, exchange, and shared enrichment.
Intercultural dialogue and joint initiatives have helped reduce tensions and combat prejudice. Conscious travel has allowed millions of people to discover cultures, traditions, and customs that once felt distant, strengthening understanding, respect, and connections among people. Even when technological innovation raised fears, we consistently advocated for an ethical and transparent approach, ensuring that technology serves as a resource, not a threat.
Today, these choices have proven their value. Tourism is now one of the most virtuous sectors, both environmentally and socially. Travelers no longer embark on journeys just to “see” but to “understand” and “participate,” weaving networks of relationships centered on listening and collaboration. Today, I see the organizations that invested in sustainability, equity, exchange, and cooperation flourishing because those who embraced conscious choices recognized change as an opportunity.
If I could speak to my past self, on the eve of 2025, I would tell myself—and everyone working in tourism or sharing global concerns—that commitment to these values, even when met with doubt and fear, will pave the way for meaningful and lasting change. It will give a new purpose to globalization, which may now seem destructive but could, one day, become a proximity among the world’s peoples.
I would add that investing in a higher vision of what tourism can become can indeed dispel many of the fears that once seemed insurmountable.
That constant work of communication, connection, building networks, and crafting positive narratives will be essential in shaping a more enlightened tourism sector.
Looking back from today, I can say, without a doubt, that together, we have shaped a future that few could have imagined ten years ago.
Connecting people, uniting cultures: this is the key to unlocking new perspectives in travel. 🌍✈️
#SustainableTourism #InterculturalDialogue #Innovation #SharedGrowth #PR #TradeMarketing #TourismCommunication #ResponsibleTravel #FutureOfTourism #PositiveChange
