The Most Influential Travel & Tourism Leaders to Know April2024

Francesca Romana Rinaldi

Editor’s Note

T"The world is a book, and those who do not travel read only one page.”

- Saint Augusne

ravelandtourismcomprisedan$8.8trillion industrygloballyin2022,accountingfor10.3%of globalGDP.Itsustained334millionjobsacrossthe world,or1in10jobsontheplanetaccordingtotheWorld Travel&TourismCouncil(WTTC).Theleadersofmajor travelcompanies,destinationmarketingorganizations, industryassociations,andrelevantgovernmentagenciesare taskedwithcontinuingtogrowthisvitaleconomicsector.

Thesetravelandtourismleadersfacenumerouspressing issuesandopportunitiesintheyearsahead.Recovering fromtheestimated$3.7trillionlostduringtheCOVID-19 pandemicisanimmediatepriority,throughrestoring travelerconfidenceandrevivingtourism'sworkforce pipeline.Longer-term,mitigatingover-tourisminpopular destinationsandpursuingatransitiontonet-zerocarbon emissionsacrosstheindustryarecriticalobjectives.

AtmajorbrandslikeAirbnb,Booking.com,ExpediaGroup, andothers,innovationiskeytoenhancingcustomer experiencesthroughseamlessdigitalplatformsand offeringslikebiometricboarding.Leadersat national/regionaltourismboardsareresponsiblefor sustainabledevelopmentstrategiesthatenrichlocal communitiesratherthandepletingresources.Acrossthe board,afocusoncultivatingdiverse,skilledtalentpipelines isparamount.

Throughpublic-privatecollaborationandboldvision, travel'spreeminentleadersarepioneeringthefuture. Whetherincreasingtourism'seconomiccontribution, makingtravelmoreaccessible,orensuringits environmentalsustainability,theireffortsconnecttheworld forexplorersofallbackgrounds.Theseleadersmake dreamsofunforgettablevoyagesarealitywhilepreserving travel'smagicforgenerationstocome.

Highlightingthecatalystspropellingtravelintoanewera ofgrowth,accessibility,andsustainability,TheCIO World's 'The Most Influential Travel & Tourism Leaders to Know' celebratestheleaderswhosedaringstrategiesand uncompromisingvisionwillforgetravel'stransformative future.Theseprogressiveleadersreimaginehowweexplore theworld'scultures,cities,andnaturalwonders,creating indeliblememoriesthatinspireaneternaldesiretojourney forth.

Haveagoodreadahead!

-AlayaBrown Managing Editor

Editor-in-Chief

Deputy Editor

Managing Editor

Assistant Editor

Visualizer

Art & Design Head

Art & Design Assitant

Business Development Manager

Business Development Executives

Technical Head

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Digital Marketing Manager

Research Analyst

Circulation Manager

David

Richard

Descripon Featuring

Alexander Spiro CEO Christos Kyvernis CEO

Private Safaris DMC www.privatesafaris.com Company

Kyvernis Travel S.A www.kyvernis.gr

Alexander's journey from Nairobi's office to leading East Africa's DMC epitomizes growth and reliability. With global diversificaon, he shapes unforgeable safari experiences.

Christos, CEO of KYVERNTIS Group, a prominent figure in Greece's travel industry. Spearheading business development and strategic acquisions, expanding corporate and leisure travel services.

Francesca Romana Rinaldi Co-founder and COO

Dragonfly Tours Italy www.dragonflytours.net

Julia Lo Bue-Said CEO

Lezia Elia CEO

The Advantage Travel Partnership www.advantagemembers.com

Basel Tourismus www.basel.com/en

Francesca is an educator, researcher, and consultant focusing in fashion management and sustainability. Co-founder and Chief Operang Officer of Dragonfly Tours Italy. Experience with circular fashion and EU programs.

Julia, an energec CEO of Advantage Travel Partnership, leading strategic growth and profitability. Recognized industry influencer with a history of successful leadership and vision.

Lezia's linguisc flair and cultural curiosity redefine tourism, forging innovave connecons and enhancing visitor experiences. Her journey reflects a dedicaon to transforming desnaons into vibrant, interconnected hubs.

CIO

08. Cover Story

Fra ncesca Roma na Rina ldi

Navigating Motherhood and Wanderlust

C O N T E N T S

16.

Julia Lo Bue-Said

Enhancing Tourism Experiences with Tailored Solutions

Letizia Elia

Language Enthusiast to Tourism Tycoon

Articles

20.

24.

The Rise of Experiential Travel

Connecting with Cultures Through Immersive Activities

Reimagining the Journey

How Augmented Reality is Transforming Travel and Tourism?

28.

A Decade of Adventure, Family Bonds, and Crafting Experiential Tourism in Italy!

Travelisoftenseenasajourneyfromone

destinationtoanother,aphysicalmovementfrom pointAtopointB.Everydestinationhasastoryto tellandadistinctnaturethatgoesbeyonditsgeographical coordinates.Travelbecomesatransformativeexperience whenwetakethetimetounravelthehistory,culture,and soulofaplace.Whetherit'stheancientcobblestonestreets ofaEuropeancityorthelivelymarketsofanAsiantown, eachlocaleholdsthekeytoadeeperunderstandingofits identity

Buthere'sathought:Cantravelbemorethanjustgettingto aplace?Canitbelikeajourneythroughtime,love,andthe verysoulofalocation?

FrancescaRomanaRinaldi,theversatileCo-founderand COOofDragonflyToursItaly,notonlyanswersthese questionswitharesounding'yes'butembodiestheminthe heartandsoulofhercompany

'I'mtheproudmomofthree:Rebecca,8,Tommaso,5,and my13-year-oldcompany,DragonflyToursItaly,'Francesca chucklesasshereflectsonheruniquejourney.Whatbegan asasharedvisionwithherfather,Roberto,herthenboyfriendturnedhusband,Daniele,andfamilyfriend "UncleJohn,"transformedintoathrivingenterprisethat nowboastsaproudteamof10employees.

ThebirthofDragonflyToursItalywasanorganicprocess, evolvingdaybydaywithoutadistinctstartingpoint.She reminiscesaboutthoseinitialyearsspentexploringevery nookandcrannyofItaly,onaquesttounveilthenation's hiddentreasures.'Wespent8–10monthsresearchingthe territory,fromtheDolomitestotheislands,uncovering whatnooneelsewasofferingatthetime,'sheshares.

Theirmissionwasclear:createa'familybusiness'thatwas morethanatravelagency.Theywerepioneersin developingwhatwouldbecomeknownas"experiential tourism,"aproductcraftedfromgenuine,localexperiences thatpaintedavividpictureofItaly'srichtapestry

Francesca'sintuitionledDragonflyTourstocurate itinerariesthatwentbeyondtheordinary,showcasingthe authenticbeautyofthecountry.'Thatwasourintuition,'she says,embodyingthespiritofinnovationthatdefinesthe company

Join us on a journey as we delve into the story of Dragonfly Tours Italy, where family, passion, and a pioneering vision converge to create an unparalleled experience in the realm of experiential tourism. Francesca's tale is a testament to the magic that happens when passion fuels a family business.

DragonflyTours: Crafting Experiential Tourism

FrancescanotedthatDragonflyToursbegangradually,with nospecificmomentshecouldpinpoint.ExplorationofItaly becamearegularactivity,revealinghiddengemsaroundthe country Theyspent8–10monthsconductingextensive studiesinlocationsrangingfromtheDolomitestothe islandstoprovideuniqueexperiencesnotavailable anywhereelse.Theaimwastocreateaproductcenteredon localauthenticity,settingthegroundworkforwhatwould becomeknownas"experientialtourism."

DragonflyTours,underitsdedicatedteam,iscommittedto curatingexceptionaltravelexperiencesthroughoutItaly Goingbeyondthetypicaltouristhighlights,theirjourneys immersetravelersintheessenceofeachdestination.By revealinghiddengemsrarelyfoundinguidebooks, introducingencounterswithlocals,andshowcasing customsandtraditionsoffthebeatenpath,DragonflyTours ensuresanunforgettable"Italianexperience"thatlingersfor alifetime.

Whetherit'ssharingamealwithalocalfamilyattheir homeorindulginginashoppingspreeguidedbyalocal fashionista,DragonflyToursgoestheextramiletounveil authenticItaly.Theirmissionistoinspireandamaze travelerswithuniqueexperiencesthatgobeyondthe ordinaryandcan'tbecapturedwithouttheguidanceof seasonedlocals.

ShowcasingItaly'sDiversity

Francescasaidshewantedtopresentauniqueangleon ItalytotouristsfromtheUnitedStates.Althoughshewas awarethatnumerousoperatorswerealreadyinvolvedin comparableactivities,hergoalwastoemphasizewhat madesomething"Italian-ness."Sheintendedto communicatethatItalyisacountrymadeupoftwenty differentregions,eachofwhichisaminiatureversionof Italythatisjustwaitingtobediscovered.Eachregionhas itsownparticulardialect,cuisine,andscenery.Shebelieved thateveryareawouldprovidevisitorswithauniqueand variedtasteofthenation,servingasaminiatureversionof thenation.

AuthenticItalianDiningExperiences

Citingapopularexampleofhostinglunchesordinnersin thehomesofactualItalianfamilies,Francescahighlights thesingularityoftheirexperiences.Sinceit'sthemost effectivewaytofullycomprehendthecultureofthenation beingvisited,shethinksthatthere'snothingmoregenuine andintimatethanenteringsomeone'shome,havingdinner together,andsharing.

BalancingExceptionalTravelExperiences

Inmanagingthedelicateequilibriumbetweencurating exceptionaltravelexperiencesandoverseeingthe operationalfacetsofthebusiness,Francescademonstratesa meticulousapproach.Thisbalanceismadepossiblethrough thesupportofherdedicatedteamatDragonflyTours,who graspthecompany'sessenceandeffectivelycommunicate itsvaluestoclients.Withsuchareliableteam,shecan devoteherattentiontoproductdevelopmentandthe implementationoftoolsaimedatenhancinginternal processes,allowinghertoshiftawayfromday-to-day operationalresponsibilities.

TravelDesignandManagement

Assheconsidershowhervariedbackgroundhasinfluenced themanagementanddesignoftravelatDragonflyTours, Francescaofferssomeinsightfulobservations."Ithink everyaspectofmehasinfluencedandstillinfluencesallmy choices,"shestates.Throughherpath,shehaslearnedto listentosuppliersandcustomersactivelyandtoaccepta largerperspective,pushingbeyondpersonalconvictions. Francescaplacesastrongemphasisonbeingflexibleand beingwillingtosuggestnovelconceptsinresponseto changinginterests.DragonflyTours'successisdefinedat theendofeachseasonbyacarefulexaminationof obstaclesfacedandongoingprogressmade,whichis evidenceoftheiradaptableandcustomer-focusedstrategy.

ApproachtoUnforgettableExperiences

Despitethedifficultyofprovidingjust"off-the-beaten-path experiences"inextensive10-,15-,and20-dayitineraries includingseverallocations,Francesca,anexperienced ProfessionalTravelDesigner,underlinesthatsheguarantees acombinationofclassicandunusualsites.Having experiencedtheallureoficoniclocationsliketheVatican andtheColosseum,diningonpizzainNaples,andridingin agondolainVenice,Francescafeelsthatthesemust-see destinationsareanintegralpartofthetrip.

Therealsecret,shesays,isinthewonderfulpeoplewho accompanycustomersacrossItaly—committedtourguides, chauffeurs,andhelpers.EvenwhilevisitingthelesswellknownpartsofItaly,theattentiveserviceandunwavering customercareelevateeveryencounter

ApproachtoPromotingDragonflyTours

Inherdiverseprofessionalbackgroundencompassingsales, marketing,advertising,andtourism,Francescaemploysa strategicapproachtoelevatetheprofileofDragonflyTours andcaptivatetravelersseekinguniqueItalianexperiences.

Everyyear,Francescastressestheimportanceofusingnew platformslikesocialmediaandtravelinfluencers,allthe whilekeepingalaser-likefocusonaninterestingwebsite thattellsthebusiness'samazingnarrative.Shehas13years ofexperience,andsheatteststhattheclients'steadfast devotionhashadthemostinfluenceonpromotion. RecurringcustomerswhopromoteDragonflyToursto friendsandacquaintancesandsharepositiveexperiences throughreviewsareatruetestamenttothecompany's quality.Itisproofofthebrand'spopularityandthesincere happinessofitscustomers.

CommitmenttoDragonflyTours'Vision

InhercapacityasGeneralManager,Francescatakes decisivestepstoinstillacultureofexcellenceatDragonfly Tours.Bysettingahighstandardthroughpersonalexample inbothperformanceandcustomerservice,sheensuresthat eachteammemberisalignedwiththecompany's commitmenttorevealingthetrueessenceofeverylocation.

Herapproachincludesregularcommunicationaboutthe company'sdedicationtoprovidingpersonalizedand memorableexperiencesforclients,emphasizingthe importanceofthismission.Sheactivelyencouragesopen communicationandcollaborationwithintheteam,fostering anenvironmentwhereideasandopinionsarevaluedand creatingasenseofbelongingandprideintheirwork.

Todeepentheteam'sunderstandingandconnectiontothe destinationstheyserve,shearrangestripstoItalywhenever possible.Thisfirsthandexperienceenablesteammembers toauthenticallyconveytheofferingstoclients,recognizing thateffectivesalesrequireintimateknowledgeofthe product.

Herleadershipreflectsacomprehensivestrategyto aligntheteamwithDragonflyTours'vision, ensuringacommitmenttoexcellenceineveryaspect oftheiroperations.

ToursThroughPassionandPrecision

Instillinginhercrewthefollowingessentialtraits andvalues,whichFrancescafeelshaveamajorrole inDragonflyTours'success:

• Passion:Francescaconsiderspassiontobea drivingforcethatinspiresbothherselfandher team.Shefirmlybelievesthatasharedpassion forthecompanyandtheirdailyworkis fundamentaltoachievingsuccess.

• Customer-CentricFocus:Prioritizingcustomer satisfactionisparamountforherandherteam. Theyunderstandthesignificanceofcreating memorable,personalizedexperiencesthatgo aboveandbeyondclientexpectations.

• Adaptability:Recognizingthedynamicnature ofthetravelindustry,sheencouragesherteam toembraceadaptability.Stayinginformedabout industrytrendsandbeingopentochangeallows themtoadjuststrategiesaccordingly

• AttentiontoDetail:Francescaunderscoresthe importanceofprecisioninplanningand execution.Thismeticulousapproachisdeemed crucialforensuringsmoothoperationsand enhancingtheoverallqualityoftravel experiencesprovidedbyDragonflyTours.

FocusingonClientSatisfaction

Theongoinghappinessofherclientsandtheteam members'well-being,accordingtoFrancesca,are themostfulfillingaspectsofherworkatDragonfly Tours.Shegaugesatour'ssuccessbycontinuingto monitorcustomerhappinessandherteam'smorale, asopposedtodependingonlyonconventional indicatorslikeyearlyrevenueincreases.

Withahugeturnovereachyear,andsupporting

over350,000jobsacrosstheUK,theoutbound travelsectorisasignificantdriverfortheUK economy Thesectorincludesawiderangeofcompanies thatbenefitfromtravel-relatedexpenditures,suchastravel agents,travelmanagementcompanies,andtouroperators.

Envisioningabrightfuture,TheAdvantageTravel Partnership,undertheleadershipofCEOJuliaLoBueSaid,isonamissiontoensurethatSMEsoperatingaspart ofthepartnership—whetherforbusinesstravelorleisure travel-haveaccesstomarket-leadingcommercialservices andsolutionsandworkcollaborativelytochampionthe sector

JuliaisanexperiencedCEOwithademonstratedhistoryof workinginthesector.

HavinggraduatedfromtheCollegeforDistributiveTrades, sheistodayoneofthehighest-profileleadersintheUK OutboundTravelsectorandhasreceivedagreatdealof recognitionforherachievements.

Duringourdiscussionwithher,wehadtheprivilegeof findingoutaboutherrole,bothasaleaderoftheUK’spreeminentbusinessnetworkrepresentingtravelagentsand travelmanagementcompaniesandasanindustry ambassador

Below are the highlights from the interview!

Couldyoupleasetellusaboutyourselfandwhat motivatedyoutoembarkonthissector?

Afterstudyingtravelandtourismatcollege,Istartedmy travelcareerworkingoverseasbeforetakingroleswith variousUKretailtravelagenciesandtouroperatorgroups. Atthetime,Ihadnoambitiontodomuchmorethantravel asmuchaspossibleandtoabsorbasmuchasIpossibly couldfromthosearoundmewhohadsomuchmore experienceinthecorporateworld.Havingworkedinthe UKtravelindustryforwhatisnowthebestpartofmy36yearcareer,IhaveneverlookedbackandknowImadethe rightchoice.

Asafirst-generationmigrant,yougrowupsurroundedby differentculturesthantheoneyoulivein,andinmycase, myItalianrootsmeanttravelingbackandforthtovisit friendsandfamily.Igenuinelybelieveit’sthisembedded desiretohavetoadaptthatsparkedmyloveofthetravel industryandthediversityofitspeople,allwhilethrivingin

anenvironmentthattothisdayremainsfast-pacedand ever-evolvingandonethattouchessomanytheworldover.

CanyoupleasebriefusaboutTheAdvantageTravel Partnershipanditsinceptionstory?

TheAdvantageTravelPartnershipwasestablishedin1978 andistodaytheUK’spreeminentbusinessnetwork, representingtravelagentsandtravelmanagement companies.Itsmembersareallindependentlyownedtravel businessesthatoperateacross750locationsthroughoutthe UK,representingalargeproportionoftheUK’stravel agencylandscape.

Inaddition,Advantage’sglobalnetworkfootprintcontinues toexpand,withrepresentationsin83countriesacross96 networkpartnerswhoworktogethertoservicecorporate accounts.

Collectively,asaglobalnetwork,itsmembersgenerate over£15.6billioninglobalsalesannually,with£7.6billion fromtravelsalesfromitsUKmembership,andcaterto manymillionsofholidaymakersandbusinesstravelersby assistingthemwiththeirtravelarrangements.Ourroleisto deliverbusinesssolutionstoourmembersthroughaonestop-shopbusinesshubapproach,touchingoneveryaspect oftheirbusinessneeds,fromcommercialservicesto licensing,insurance,marketing,andtech.

Howdoyousupportsmallbusinesseswithinthe AdvantageTravelPartnership,andwhydoyoubelieve they'reessential?

IbelievepassionatelyintheSMEsectorandthattheyare thelifebloodofbusiness.Ourmembersarelocatedacross 750locationsacrosstheUK,themajorityofwhichare SMEs.

InMarch2023,IwasappointedasanadvisortotheUK Government’sTourismIndustryCouncil(TIC)Board, underDCMS,andastheprimaryvoicefortheUK OutboundTravelindustry.Thisgivesmeanopportunityto constantlyraisetheprofileofSMEsoperatinginthissector andtheirvaluetotheUKeconomy

Howhaveyoumanagedyourroleasaspokesperson duringthepandemic,andwhatprinciplesguideyour communicationstrategy?

OverthecourseoftheCOVID-19pandemicandsince,I havebecomeoneoftheUK’smosthigh-profilemedia

spokespeopleforthetravelindustry,regularlyappearing acrossallmainstreamUKprintandbroadcastmedia.It becameveryevidentearlyonduringthepandemicthata voicewasneeded,andIhelpedtofillavoid.Attimes,the rolecanbecomeextremelyintense,andmanagingmedia requestscanbecomeafull-timejob.ButIcanonly facilitatethisroleasIhaveanincrediblydedicatedand talentedteamaroundmewhoessentiallyrunthebusiness daytoday,freeingmeuptotakeonthispositionaswellas driveourgrowthstrategy

Ihavealsobecomeanactivecontributortogovernment roundtablesanddedicateagreatdealofmytimetoactively workingcross-industryaswellasonengagementstrategies andgovernmentlobbying.

Post-pandemicIestablishedtheUKOutboundTravel Groupwiththeaimofincreasingtheprofileofthesector withtheUKgovernmentandpolicymakers.Duringthe pandemic,myguidingprincipleswerethatifitneededtobe said,wewoulddeliver,nomatterhowchallengingthe narrativewasgoingtobe.Afterall,wewereinthemidstof apublichealthcrisis,andtravelwasvilified,buttherewere manybusinessownersacrossmynetworkandwiderwho neededavoice.

Howdoyoubalancepersonalrecognitionwithteam achievements,givenyourindustryaccolades?

Iamcontinuallyhumbledbytheawardsthebusinesshas andIhavebeenrecognizedforoverthepastfewyears.The awardsIamfortunatetohavebeenhonoredwithare achievedbecauseofthegreatteamIhaveat Advantage—it’salwaysateameffort!

Howdoindustryawardsandrecognitionimpactyour leadershipandadvocacyefforts?

AnyawardsthatwereceiveatAdvantagearegreatfor moraleanddemonstratethatweareprogressingasan organization.

Italsoallowsustoraisetheprofileofissuesandcreate change.

HowdoyouensureTheAdvantageTravelPartnership remainscompetitiveamidindustrychanges?

Weremainlaser-focusedontheever-changinglandscape weareoperatinginandalwaysconsidertheimplications

formembersandvariousstakeholders.Travelisarapidly evolvingsector,andconsumerandindustrytrendsare changingallthetime.Ourjobistokeeponeeyefixedon thefuturelandscape.

Couldyoushareexamplesofhowyoumentorteam membersandfostertheirprofessionalgrowth?

Iamfortunatetohavecloseworkingrelationshipswithmy teamandtokeepthelineofcommunicationopenalways.I mentormanyoftheseniorteammembersbyhavinga regulardialoguewiththem,takinganinclusiveapproachto decision-making,andbeingalwayskeentogettheir thoughtsandinsightsonindustryissues,ourbusiness,and ourstrategy

Ihostregular‘coffeemorningsandinductionsessionswith groupsofcolleaguesfromallareasandlevelsofthe organizationsothatIcanconstantlykeepacheckonhow colleaguesarefeeling.Ialsospendagreatdealoftimewith ourmembersforthesamereason.

Whatroledoescorporatesocialresponsibilityplayin AdvantageTravelPartnership'sidentity?

Avitalrole.We’reinanindustrywherethewholepremise isbuiltaroundbeingaforceforgood.Connectingpeople acrosstheworld,bringingpeoplejoy,drivingeconomic prosperityinlocalcommunities,localjobs,sustainable living,etc.Inaddition,I’malsoatrusteefortheFamily HolidayCharity,acharitywithamissiontohelpasmany familiesaspossibleexperienceabreakoutsidetheircounty lines.Weofferallouremployeesavolunteeringdaysothat theycanspendthetimegivingbacktoacausethat’s importanttothem.

WhatareyourtopprioritiesforadvancingAdvantage's growth,andhowdoyouenvisionitsfuture?

Wehavemadeagreatdealofprogressinrecentyears,both financiallyandstrategically,andwehaveambitiousgrowth plansforthefuture.Ourstrategyisbasedonfourstrategic pillars:FootprintExpansion,Product&PortfolioAdoption, DigitalTransformation,andPeople&Culture.Thefuture forAdvantagelooksverypromising,andwiththe confidenceofallourstakeholdersandourbrilliantteamof subjectmatterexperts,theorganizationwillcontinue expandingitsrelevanceandinfluenceacrossthemultiple lensesthroughwhichwelookatlife;business-to-business, consumers,corporateaffairs,andregulatorymatters.

Juliahasbeenrecognizedwithmanyawardsduringher career:

• InNovember2022-awardedanhonoraryDoctorof LettersfromtheUniversityofWestLondon(UWL)in recognitionofherprofessionalprofileandexperience, whichmakeherarolemodelfortheuniversity’s students.

• InSeptember2022-TheBusinessTravelPeople Awards2022—IndustryContributionAward.

• InOctober2022-TheNorthernIrelandTravelSpecial AchievementAward—thefirsttimeaspecial achievementawardhasbeenpresentedtosomeone outsideofNorthernIreland.

• InMarch2022-‘OutstandingAchievement’awardfor herworkwiththeUKgovernmentontheresumption ofthetravelindustry,andfor‘amplifyingitsvoice throughthemedia’duringthepandemic,Celebrity Cruises.

• InOctober2021-TheTravelLegendAwardatTheUK TravelIndustryAwardsinrecognitionofherpartin leadingthetravelindustry’srecovery,drivingchange, andrepresentingtheUKOutboundTravelsector tirelesslythroughtheCOVID-19pandemic.

• InSeptember2021-Highlycommendedstatusforthe ‘OutstandingContributiontoBusinessTravel’category attheBusinessTravelAwardsEuropeandforthesame categoryattheBusinessTravelPeopleAwards.

• InJanuary2021-‘IndustryInfluencer’ontheBusiness TravelNewsEurope2021Hotlist.

• In2018-LeaderofChangeintheIBMIX EverywomaninTravelAwards.

• In2014-Joinedanindustry-ledcommitteeinsupport ofthecharityJustADrop.

• In2013-BecamearecipientoftheAssociationof WomenTravelExecutives(AWTE)companyawardfor supportingwomeninbusiness.

• In2012-InductedintotheWomen’sFirstTop100 MostInfluentialClubfortheTravel,Hospitality, Leisure,andTourismSector.

Connecting with Cultures Through Immersive Activities

Inrecentyears,asignificantshiftin travelpreferenceshasemerged, heraldingtheriseofexperiential travel.Thistrendemphasizesauthentic culturalimmersionthroughhands-on activities,offeringtravelersadeeper connectionwiththedestinationsthey visit.FromcookingclassesinItalyto meditationretreatsinBali,experiential travelgoesbeyondsightseeingto engageallsensesandfoster meaningfulinteractionswithlocal communities.Byparticipatingin traditionalceremonies,workshops,and uniqueexperiences,travelersnotonly gainabetterunderstandingofdiverse culturesbutalsocontributeto sustainabletourismpractices.Therise ofexperientialtravelsignifiesa transformativejourneytowards enriching,immersiveexploration.

AShiftinPriorities

Thetraditionalvacationmodel,often characterizedbyluxuriousresortsand all-inclusivepackages,isnolongerthe soleaspirationformanytravelers. Socialmedia,withitscuratedfeedsof uniqueexperiences,hasfueledadesire forauthenticityandadeeper understandingofdifferentcultures. Travelersareincreasinglyseeking

adventuresthatconnectthemwiththe heartandsoulofadestination, fosteringasenseofpersonalgrowth andtransformation.

TheAllureofExperientialTravel

Experientialtraveloffersaplethoraof benefitscomparedtotraditional vacations.Herearesomekeyreasons foritsgrowingpopularity:

• DeeperConnections:Experiential travelallowsyoutostepoutside thetouristbubbleandconnect withlocalpeopleonameaningful level.Participatingincultural activities,learningtraditional crafts,orvolunteeringalongside localsfostersasenseof understandingandappreciationfor differentwaysoflife.

• LearningbyDoing:Experiential travelisaformofimmersive education.Ratherthanpassively consuminginformationfrom guidebooks,youactivelyengage withtheculturethroughhands-on experiences.Imaginelearningto prepareatraditionaldishfroma localchefinItalyorparticipating inapotteryworkshopinMorocco. Theseactivitiesnotonlyprovide lastingmemoriesbutalsoequip youwithvaluableskillsand knowledge.

• Personalization:Experiential travelcaterstoindividualinterests andpassions.Whetheryou'rea foodie,anatureenthusiast,oran artaficionado,thereare customizedexperiencesdesigned toigniteyourcuriosityand connectyouwithyourpassionson adeeperlevel.

ExamplesofExperientialTravel Activities

Thepossibilitiesforexperientialtravel areendless,limitedonlybyyour imagination.Herearesomeexamples tosparkyourwanderlust:

• CulinaryDelights:Immerse yourselfinadestination'sculinary scenebytakingacookingclass, participatinginafoodtour,or visitingalocalmarketforafarmto-tableexperience.

• VolunteeringAdventures:Give backtothecommunitywhile gainingadeeperunderstandingof localchallengesbyvolunteering yourtimeandskillsona conservationproject,social program,oranimalsanctuary

• ArtisticExplorations:Learna traditionalcraftlikepottery making,batikdyeing,or glassblowingfromalocalartisan.

• AdventureActivities:Engagein activitiesthatconnectyouwiththe naturalworld,suchashiking througharemoterainforest, learningtosurfonahiddenbeach, orparticipatinginawildlifesafari.

• CulturalImmersion:Livelikea localbystayinginahomestay, attendingatraditionalceremony, orlearningafewbasicphrasesin thelocallanguage.

BenefitsforLocalCommunities

Theriseofexperientialtravelbenefits notonlytravelersbutalsolocal communities.Bychoosinglocally ownedbusinessesandparticipatingin responsibletourisminitiatives, travelerscancontributedirectlytothe localeconomy.Thisfinancialsupport allowscommunitiestopreservetheir culturalheritageandtraditionswhile fosteringsustainabledevelopment practices.

ChallengesandConsiderations

Whileexperientialtraveloffersa wealthofbenefits,therearesome challengestoconsider.It'simportantto chooseresponsibletouroperatorswho prioritizeethicalpracticesandensure thatculturalexperiencesremain authenticandrespectful.Additionally, languagebarriersandadaptingto

unfamiliarcustomscanpose challenges.However,withasenseof opennessandawillingnesstoembrace theunexpected,thesechallengescan beovercomeandenhancetheoverall experience.

TheFutureofTravel:

Theriseofexperientialtravelisa positivetrendthatpromisestoreshape thefutureoftourism.Astravelers continuetoseekmeaningful connectionsandpersonalized experiences,theindustrywillevolveto catertothisgrowingdemand.Wecan expecttoseeariseinuniqueand authentictours,increasedcollaboration betweentourismagenciesandlocal communities,andafocuson responsibletourismpracticesthat ensurethesustainabilityofcultural heritageandnaturalresources.

Byembracingexperientialtravel,we canexploretheworldwithadeeper understanding,forgelasting connectionswithlocalpeople,and creatememoriesthatwillstaywithus foralifetime.So,packyourbags, embracethespiritofadventure,and getreadytoconnectwiththeworldon awholenewlevel.Theworldis waitingtobeexplored,notjustseen.

Elia CEO Basel Tourismus

Lezia

Letizia Elia

Language Enthusiast to Tourism Tycoon

A Journey of Cultural Exploration and Professional Growth!

Language,inallofitsformsandmanifestations,is

withoutadoubtoneofthemostexquisiteworksof artevercreated.Besidesitspracticalrolein communication,languageapproachesthesphereofartistry, paintingvividpictures,inspiringdeepemotions,and changingtheveryfoundationofourbeing.From Shakespeare'spoetrytoToniMorrison'srhythmicprose, languageisamasterpiecethatattracts,inspires,and connectsusall.

Withmanydifferentlanguagesspokenallaroundtheworld, eachshowingaspecialculture,history,andlifestyle,there areendlessopportunitiesforpeopletolearnaboutand communicateacrossdifferentcultures.Someindividuals findadeeppassionforexploringtheselanguageworlds, whichcangreatlyimpacttheirpersonalandworklivesin surprisingways.

LetiziaElia,CEOofBaselTourismus,exemplifieshow anabidingpassionforlanguagesmayleadtoasuccessful careerintourism.Herrisefromstudyinglanguagesto leadingafamoustourismcompanyexhibitsthe transformingeffectoffollowingone'spassions,asshe admits.

Havingalotofknowledgeoflanguagesandastrong interestindifferentculturesandhowpeoplefromdifferent placescommunicate,herprofessionaljourneychanged unexpectedlywhenshegotherfirstfull-timejobinthe tradefairandcongresssector,whichisabigpartofthe tourismindustry.Thisiswhereshefirstlearnedabout tourism,andshewascaptivatedbyitrightaway

Herdistinctivecombinationoflinguisticskillsandcultural awarenesshasallowedhertoprovideafreshperspectiveon thetourismsector.Herinnovativeapproachtomarketing places,establishingcross-culturallinkages,andimproving

We always focus on guest convenience and have developed a lot in the area of digitalization and the continuous experience accordingly.

visitorexperienceshasdistinguishedherasavisionary leaderintheindustry

AsaCEO,sheseekstomotivatepeoplethroughherstory oftransformationandsuccess.Herexperienceservesasa reminderthatwithperseverance,passion,andawillingness toacceptchange,anyonecanbuildthemselvesasatisfying careerpathbasedontheirinterestsandtalents.

Below are the interview highlights:

CanyoushareyourjourneyastheCEOofBasel Tourismandhowyourleadershiphasinfluencedthe growthanddevelopmentoftheorganization?

IworkedforthetradefairorganizersinBaselforoverten years,whereIwasabletodevelopmyskillsandgain managementexperience.Duringthistime,Ialsocompleted anMBAinBusinessAdministration.Afterthat,Imovedon. IbecameamemberofthemanagementteamatSwitzerland Tourismandwasresponsibleforbusinessdevelopmentand partnerships.

PartofmytimeatSwitzerlandTourismwasmainly characterizedbythepandemic,whichwaschallengingbut alsoexcitingandallowedmetogrowpersonally.Ihave nowbeenCEOofBaselTourismforayearandahalf.

It'sadreamjobforme.Iworkwithawonderfulteamto marketmyhomecity,whichIloveandappreciateaboveall else.Icancontributewithmyskillsintourism,marketing, partnerships,anddestinationdevelopment.Butan importantpartisalsothedevelopmentandmotivationof ouremployees.Theyareourmostimportantresource.I believeinacollaborativemanagementstylebasedon transparencyandtrust.However,Iamveryambitious myselfandliketomotivateteamstogotheextramileto achievetheirgoals.

WhatstrategieshaveyouimplementedtopositionBasel Tourismasaprominentplayerinthetravelindustry, especiallyinSwitzerland?

Welaunchedour2024–2027strategythisyear Wewantto sustainablypositionBaselasapopularleisuredestination andestablishitasamagnetforcongressesandevents.We havesetthefollowingpriorities:

Communication:thelackofmasstourismisaunique sellingpoint(USP)inourmarketingcommunication.

Further,focusonthetopicofart,withanincreasedfocuson architecture.

Aligningmarketingwithtravelmotifsandaddressing guestsdirectlyanddigitallyviatrendsetterpersonas.

Concreteimplementationofsustainabilitymeasuresto makesustainabilityatangibleexperienceinBasel.

StrengtheningCongressmarketingandincreasingCongress bidding.

Sharpeningofmarketprioritiesandanewfocuson developingthedomesticmarket(Switzerland).

Further,developpartnershipsandcooperation.

Howhasyourbackgroundinthetourismindustry preparedyouforthechallengesandopportunitiesfaced byBaselTourismunderyourleadership?

Iwasabletoacquirealotofknowledgeintourisminmy previousroles.Iwasalsoabletogainalotofmanagement experienceandhavecontinuedtodevelopmyskillsthrough educationprograms.IthinkIhavethetoolsforthejob,but Istillmustkeepdevelopingandneverstand.ButIfindthat verypositiveandmotivating.

CouldyouelaborateontherecentachievementsofBasel Tourismandhowtheyhavecontributedtoenhancing thetourismexperienceinBasel,Switzerland?

Werecoveredquicklyafterthepandemic.Thiswas challengingbecausethetwosegmentsinwhichBaselwas strongbeforethepandemic—individualbusinesstourism andthetradefairsegment—haveslumpedsharplyandare stillnotback.Wewereabletocompensateforthislackof overnightstaysthroughconsistentmarketingoftheleisure destination,effectiveactivitiesinthedomesticmarket,and intensiveworkintheareaofcongresses.Wehavealso developedfurtherintheareaofguestexperienceand launchednewproducts.Anotherhighlightisthemeasures intheareaofwelcomingculture;wehaveimplementeda goodfirst-bestpracticewiththeactivitiestoincreasethe attractivenessofthelocationforArtBasel.

AsaCEO,whatkeyskillsdoyouconsideressentialfor successinthetravelindustry,andhowdoyouensure theseskillsarereflectedinyourteamatBaselTourism?

Tourismisacross-sectorindustry,soyouhavetothinkina networkedwayandalsolookforcooperationoutsideof tourism.Passionforthedestinationisalsoanimportant element.Itisimportanttocooperatewithallrelevant playersanddevelopthedestinationtogether.And,as mentionedearlier,employeesarethemostimportant resource.Youhavetotakecareofthemandenablethemto doagoodjobanddevelopcontinuously.

Tourism is a cross-sector industry, so you have to think in a networked way and also look for cooperation outside of tourism. ,, ,,

Inwhatwaysdoyouprioritizesocialresponsibilities andcommunityengagementwithintheoperationsof BaselTourism,andhowdoesthisreflectyourleadership values?

Thatisveryimportanttome.Ontheonehand,itisclearto methattourismmustalwaysbeinharmonywiththeneeds ofthelocalpopulation.Thisrequiresexchangeandgood dialogue.Thisbasicattitudeisfirmlyanchoredinour values.Itisalsoimportanttometobeagoodemployerand maintainfairpartnerships.

Howdoyoudevelopthechanginglandscapeofthe travelindustry,particularlyintermsofadaptingtonew trendsandtechnologiestosatisfythedemandsof today'stravelers?

It'schallengingtodecidewhichtrendstojumponand when,butitalsomakesitexciting.Intourism,youdeal veryopenlywithfindingsandcanexchangeideaswith industrycolleaguesatanytime.Iappreciatethat!We alwaysfocusonguestconvenienceandhavedevelopeda lotintheareaofdigitalizationandthecontinuous experienceaccordingly.

Canyoudiscussaspecificinstancewhereyour leadershipatBaselTourismhasledtoinnovative solutionsorinitiativesthathavepositivelyimpactedthe organizationanditsstakeholders?

Asmentionedabove,wehavedevelopednewproducts. Mostrecently,forexample,withtheSchoolofArtsand Design.Wewillbeofferingjointtoursoflocalartists' studiosinthefuture.Thisshowsusfromadifferentangle andgivesartistsanewplatform.Wearealsocooperating withthelocalindustryandofferingguidedtoursof companypremises.Wehaveadaptedourmembership modeltoappealtoyoungerpeople,andweareseeinginitial successheretoo.Toimprovetheprofitabilityofthehotels,

wesupportthemwithimportantindustryinformation.We areaSwisstainablepilotdestinationandarecurrently workingwithpartnerstoemphasizesustainability

Whatroledoescollaborationplayindrivingsuccessfor BaselTourism,particularlyinpartnershipswithother organizationsorstakeholderswithinthetourismsector?

Thatisveryimportant.Tourismdependsontheentirelocal ecosystem,socollaborationwithintheindustrybutalso withotherstrategicpartnersisveryimportant.Exchanges outsidethedestinationalsohelpyoubreaknewground.

HowdoyouenvisionthefutureofBaselTourismunder yourleadership,andwhatstrategicplansdoyouhavein placetoensurecontinuedgrowthandsuccessinthe travelindustry?

BaselTourismhasaclearvisionforthecomingyears: Baselisonthebucketlistofindividualtravelerswithan affinityforartandarchitectureandisseenasarefreshing alternativetomasstourism.Intoday'sworld,thereisa growingdesireformanageableplaces.Medium-sizedcities suchasBasel,withshortdistancesbetweenthesights,are becomingparticularlyattractive.First-classartexhibitions, swimmingintheRhine,oravisittoBaselZoo—this varietyofofferscanbeexperiencedinBaselwithoutthe touristcrowds.Baselcanalsobeproudofbeingworld-class inthreeareas:art,lifesciences,andtheRhineexperience. Europe-wide,ourcityplaysanimportantroleinthetop leagueintheareasoftradefairs,congresses/events,and architecture.Allthismakesusattractiveandinterestingfor tourism,butalsoforpeoplewhowanttoworkhere.Westill havealotplannedandarelookingforwardtothefuture.

Augmented Reality isTransforming How Travel and Tourism?

Thetravelandtourismindustry isundergoingametamorphosis drivenbytechnological innovation.Augmentedreality(AR), withitsabilitytooverlaydigital informationontotherealworld,is rapidlychanginghowweexperience destinations,planourtrips,and navigateunfamiliarterritories.

Thisarticleexplorestheexcitingways ARisreshapingthetravellandscape, creatingafuturewhereexplorationis moreimmersive,personalized,and accessible.

EnrichingtheTravelExperience withAR

Oneofthemostsignificantimpactsof ARliesinitsabilitytobreathenewlife intotravelexperiences.Imagine strollingdownabustlingstreetin Rome.Asyouraiseyoursmartphone, historicalinformationabouttheancient buildingsyoupasspopsuponyour screen,completewithdetailed descriptionsandcaptivatingnarratives. ARappscanoverlay3D reconstructionsontopofreal-world

landmarks,allowingyoutovisualize theirpastgrandeurinallitsglory

TheColosseumtransformsfroma weatheredmonumenttoavibrant arenateemingwithgladiatorial combat.Thistechnologyfostersa deeperconnectionwithdestinations andtheircultures,transformingpassive observationintoactiveengagement.

MuseumscanuseARtoidentify artifacts,triggeringinteractiveexhibits thatcomealivebeforeyoureyes. Dinosaursemergefromfossils,battles unfoldonhistoricaltapestries,and mummieswhispersecretsofthepast.

Thisimmersivelearningexperienceis particularlycaptivatingforyounger visitors,ignitingtheircuriosityand transformingmuseumsfromstatic exhibitstovibrantplaygroundsof knowledge.Similarly,AR-powered naturetrailscanidentifylocalfloraand fauna,providingreal-timeinformation andeducationalcontent.Holdyour phoneuptoacolourfulbutterflyand seeitsscientificname,habitatrange, andinterestingfactsdisplayedonyour screen.Thisinteractiveexploration

enrichesyourunderstandingofthe naturalworldandfostersadeeper appreciationforthedelicatebalanceof ecosystems.

RevolutionizingNavigationand Discovery

Gettinglostcanbeatravelnightmare, throwingitinerariesintodisarrayand replacingexcitementwithfrustration. ARnavigationappsarechangingthis byofferingamoreintuitiveand engagingwaytofindyourwayaround. Theseappsprojectarrowsand directionsdirectlyontoyour smartphonecameraview,guidingyou effortlesslythroughunfamiliarstreets andcomplexlandmarks.Imagine navigatingthelabyrinthinealleyways ofaMoroccansoukwithease,or confidentlyexploringthesprawling groundsofahistoricpalace,allthanks toclearandconciseARdirections.

Beyondbasicnavigation,ARcanbea powerfultoolfordiscovery.Pointyour phoneatahiddenalleywayandseeit comealivewithreviewsand recommendationsfromothertravelers.

User-generatedcontentlikephotos, videos,andtipscanhelpyouuncover hiddengemsandoff-the-beaten-path experiences. Perhapsyoustumble uponacharminglocalcafetucked awayinasidestreet,ordiscovera breathtakingviewpointboasting panoramiccityviews,allthankstothe powerofARdiscovery Thisabilityto personalizeyourtripandunearth uniqueexperiencesmakestraveleven morerewarding.

PersonalizingTravelwith AugmentedReality

Travelisallaboutcreating personalizedmemoriesthatresonate withyouruniqueinterests.ARcan catertotheseindividualpreferencesby tailoringinformationandexperiences. Visitingabustlingmarketplacein Thailandcanbeoverwhelming,with countlessstallsoverflowingwith vibranttextiles,handcraftedsouvenirs, andexoticdelicacies.ARappscan cometotherescue,highlightinglocal craftsandshopsrelevanttoyour preferences.Doyouhaveapassionfor hand-woventextiles?Yourphonecan guideyoutostallsspecializingin intricatesilksandtapestries.

Areyouafoodieinsearchofauthentic flavors?ARcanpointyoutowards vendorsofferingdelectablestreetfood specialties.ARappscanlearnfrom yourtravelstyleandcurate experiencesthatresonatewithyou, ensuringeverytripfeelscraftedjustfor you.Imagineexploringabustlingart districtwithyourphonehighlighting galleriesshowcasingyourpreferred artisticstyles,ornavigatingavineyard regionwithARhighlightingwineries knownforproducingyourfavorite typesofgrapes.Thislevelof personalizationallowsyoutodelve deeperintoyourpassionsandcreate trulyunforgettabletravelexperiences.

TransformingTravelMarketingand Booking

ThetravelindustryisembracingARto createpowerfulmarketingtoolsthat bringdestinationstolife.Hotelscan offerimmersivevirtualtoursoftheir propertiesusingARtechnology. Potentialguestscanexploreroomsand amenitiesin360degreesbefore booking,allowingthemtovirtually stepinsidealuxuriousoceanfrontsuite orexperiencethetranquilityofa privategardenvilla.Thisfosterstrust andincreasesbookingconfidenceby providingarealisticandtransparent viewofthehospitalityexperience. Similarly,travelagenciescanuseAR toshowcasedestinationswith interactivepresentationsthatgo beyondstaticbrochuresandgeneric marketingmaterials.

Imagineexploringavirtualsimulation ofarainforesttrek,completewith sightsandsoundsofthejungle,or virtuallystrollingthroughthebustling marketsofMarrakech,experiencing thesights,smells,andvibrantenergy ofthelocation. Thisimmersive marketingapproachallowstravelersto connectwithdestinationsonadeeper level,makinginformeddecisionsand fuelingtheirtraveldesires.

ChallengesandtheRoadAhead

WhileARoffersimmensepotential, therearechallengestoovercome. Technicallimitationslikebatterylife andprocessingpoweronmobile devicescanhinderuserexperience. Additionally,ensuringaccessibilityfor alltravelersandaddressingprivacy concernsarecrucialaspects.Not everyonemayhaveaccessto smartphoneswiththelatestAR capabilities,anddataprivacy considerationsregardinguserlocation andpreferencesneedtobeaddressed.

Despitethesechallenges,thefutureof ARintravelisbright.Astechnology continuestoevolveandbecomesmore accessible,wecanexpectevenmore innovativeapplications.Integration

withartificialintelligence(AI)canlead toARexperiencesthatadaptto travelersinreal-time,offering personalizedrecommendationsand assistancethroughouttheirjourneys. Imagineexploringabustlingcityand havingyourARglasseshighlight pointsofinterestbasedonyour preferences,orencounteringlanguage barriersdissolvingasyourARdevice translatessignsandmenusonthefly. ThisseamlessintegrationofAIandAR willcreateatrulyfrictionlesstravel experience.

Conclusion:

Augmentedrealityistransformingthe travelandtourismindustry,pavingthe wayforafuturewhereexplorationis moreimmersive,interactive,and personalizedthaneverbefore.From enrichinghistoricalsitesto revolutionizingnavigationand discovery,ARispoisedtoredefine howweexperiencetheworldaround us.Asthistechnologycontinuesto develop,wecanexpectevenmore innovativeapplicationsthatwillmake travelmoreaccessible,engaging,and trulyunforgettable.

-MarcelProust

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