Registro .it, the registry for .it domain names managed by the National Research Council of Italy in Pisa, took a significant step forward in promoting the digital aspects of tourism during its participation in the BTM (Business Tourism Management) Italia 2025 event held in Bari from February 25 to February 28. This event centered on the future of tourism, digitalization, and artificial intelligence, providing a prime platform for exploring the intersection of digital tourism and Italy's unique digital identity.
The presence of Registro .it at BTM was underscored by its dedicated booth, where it conveyed a clear message: to support Italian businesses on their digital growth journey. The .it domain extends beyond being just a web address; it is a symbol of quality, reliability, and authenticity—an essential asset for those who wish to stand out on the global stage, representing a firm connection to Italy and its rich culture. In 2023, the revival of international travelers has emphasized the significance of this connection, as tourists from abroad returned to make up a majority of visitors to Italian destinations.
During the fair, Registro .it hosted an event titled "Il tuo viaggio parte dal .it – Il digital tourism in Italia: temi, numeri e trend" (Your Journey Begins with .it – Digital Tourism in Italy: Themes, Numbers, and Trends). This session provided an important opportunity for dialogue among experts, including Edoardo Colombo, Advisor of Innovation & Trends and President of Turismi.AI, and Rodolfo Baggio, a professor of Tourism Analytics and Digital Strategies at Bocconi University. These leaders shared insights on the importance of online presence for businesses and the digital transformations affecting the tourism sector, particularly through the implementation of innovative technologies like artificial intelligence.
Maurizio Martinelli, who leads the Technology Development and Systems Unit at Registro .it, presented data from the Registro .it Observatory on tourism titled "Tourism in the Net" (TINe). This analysis detailed the online presence of Italian companies operating within the tourism sector, demonstrating that 12% of total registered .it sites fall under this sector, amounting to over 160,000 sites in total. The breakdown revealed that:
- 54% of these sites are related to the "lodging" category, with 56% (over 66,000) of lodging enterprises operating a .it site.
- 29% belong to the "restaurant" sector, with 30% (35,422) of these businesses maintaining a .it site.
- 7% (over 9,000 companies) pertain to the "tour operator and transport" section, of which 8% boast an active online presence with their .it domains.
These statistics are particularly notable in the Puglia region, where the "lodging" sector holds a staggering 60% representation among all registered .it sites, with 61% (almost 3,700) of businesses involved. The "restaurant" sector in Puglia accounts for 23%, with 25% (over 1,500) of restaurants leveraging a .it domain. Meanwhile, the "tour operator and transport" sector also reflects the national trend, accounting for 8% of sites and an equivalent share of companies (almost 500) active online.
During the discussions, various Registrars—internet service providers contracted with Registro .it—took to the stage to share their experiences and highlight the strategic role of .it domains in enhancing online visibility. Notable participants included Gianni Buonsante, Founder and CEO of Ingenia Direct srl, and Salvatore Malvaso of Intendo srl, who offered insights and reflections on the digital landscape and the importance of .it domains. Together with Gianpaolo Chiarella, Founder of Teseo.it srl, they maintained a presence at the Registry's booth, engaging with professionals and businesses about the competitive advantages that a .it domain provides for digital identity.
The benefits of having a .it domain extend beyond the tourism sector. It represents a growth opportunity for all businesses associated with the Made in Italy label, including fashion, design, and gastronomy. This backdrop aligns with the ongoing commitment of Registro .it, which is determined to continue supporting small and medium-sized enterprises (SMEs)—the driving force of the national economy—in their digitalization efforts. The initiative will boost the .it domain as a digital identity symbol, contributing to the enhancement of Italian businesses at future events.
Looking ahead, Registro .it plans to be present at the international fair "We Make Future (WMF)" from June 4 to June 6, 2025, in Bologna, where it will host targeted events and explore new networking opportunities. The path forward for Registro .it reaffirms its commitment to being the backbone for Italian digital identity, creating impactful connections in the global digital landscape.
