On March 20, 2025, the picturesque town of Alassio will welcome participants from across Liguria to the Auditorium of the Renzo Deaglio Civic Library for the third edition of the "Observatory on New Tourist Trends." This significant event, organized by the Municipality of Alassio, Gesco Srl, Marina di Alassio, and AIGAE Liguria, aims to usher professional guides toward promoting sustainable tourism across the region.
The day will begin at 9:00 AM with the Regional Meeting of AIGAE Guides, exclusively for association members. Following this, attendees will participate in interactive sessions and discussions focused on enhancing their expertise and advancing the promotion of the unique natural heritage of Alassio’s hilly hinterland and coastal offerings.
Alassio is famed for its stunning landscapes and rich biodiversity, presenting great potential for outdoor exploration and ecological tours. The event will comprehensively cover the tools and strategies required to effectively communicate these experiences to tourists, particularly emphasizing the role of social media and digital marketing for reaching broader audiences.
“The sea and the land must first be conveyed as heritage, then as social content on tourist channels. It is about enhancing beauty without being invasive. Sustainability and respect come first,” emphasized one of the event organizers, highlighting the importance of protecting the region's natural resources.
A central feature of this year’s event will be Margaret Dallospedale, an experienced travel blogger and expert on digital communication. Dallospedale will host a session dedicated to the pivotal role of content creators in promoting sustainable tourism. “We will explore the new way of communicating tourist experiences and how vacation choices have changed over the last 25 years,” she stated, promising to provide insights from her extensive background as both a travel blogger and travel agency director.
The opening ceremony will include speeches from several dignitaries, including Mayor Marco Melgrati, who will offer institutional greetings. Roberta Zucchinetti, the councilor for sport, Mariacristina Boeri, who is responsible for library and communal spaces, Rinaldo Agostini, president of Marina di Alassio srl, and Igor Colombi, the general manager of Gesco Srl, will also be present, together reflecting on the significance of this initiative.
Following the introductory remarks, Francesco Parrella, the manager of the Municipality of Alassio, will present on “Communicating the Experience: The Evolving Sector.” He will discuss how the tourism industry is adapting to modern expectations and leveraging technological advancements. This will be followed by presentations from Simone Giardini, president of the Albergatori Alassio Association, and Loris Parodi, a mountain bike guide and president of the ASD Team Senza Rotelle, who will introduce the project focusing on the development of the bike path and local hiking trail networks.
The programming for this event reflects not only the commitment of the local government and businesses to sustainable tourism but also showcases Alassio's objectives to cultivate professional skills among local guides. By educating and training tourism professionals, the community aspires to improve visitors’ experiences by promoting the region's offerings and preserving its ecological integrity.
This year's observatory is not merely about educating guides; it's about inspiring them to leverage their skills to narrate the stories and share experiences tied closely to the region's natural beauty. With growing concerns about sustainability and responsible tourism, such initiatives are pivotal to ensuring local heritage is respected and enjoyed by future generations.
Through appropriate communication strategies, the guides will be empowered to take part actively in cultivating Alassio's identity as a sustainable tourism destination. This aligns with broader goals within the regional tourism sector, aiming to highlight authentic experiences and contribute to preserving the area's ecological balance.
The Observatory on New Tourist Trends serves as a compelling example of proactive measures being taken within the tourism industry to adapt and thrive amid changing consumer behaviors and market demands. It epitomizes the synergy between local governments, businesses, and professionals working collaboratively toward a shared vision of sustainability and excellence.
For those unable to attend the event physically, the training will be accessible via live streaming, allowing wider participation and engagement from guides outside Alassio, fostering community building among tourism professionals across Liguria.
