The trend of Neverending Tourism was intercepted and analyzed for the first time last year byDigital Innovation Observatory in Tourism of the Polytechnic of Milan. What is it about exactly? Of the opportunity, thanks to new technologies, to live tourist experiences that extend the duration of the trip and the exploration of a destination before, after and even during the actual holiday.
The travel ban imposed by repeated lockdowns has not only created great expectations regarding a newfound freedom to move. It has also changed the habits of travellers, who today are much more inclined to purchase products and experiences online to approach unexplored territories, learn about new traditions, experiment with scents and flavors different from those of their own home.
The much desired trip, thanks to digital tourism, begins earlier and continues even once you return from your holiday. It is born from this awareness Viviladmc.com, the first marketplace for Neverending Tourism dedicated to Italy.
New opportunities
For all sector operators, Neverending Tourism represents a unique opportunity to open up to new business models and build customer loyalty, extending the relationship with visitors beyond the boundaries of space and time.
How can tourism agencies, local guides, producers and all interested stakeholders meet the emerging need for borderless tourism? The examples are many. «I recommend starting from products and services that can truly tell the traditions and characteristics of a place, so as to make the most of each destination, even the less traveled one. There is an endless series of contents and experiences that can be offered online, come workshops, Italian courses, lessons on Opera, cooking classes, remote guided tours a villages, museums, palaces, castles... And then obviously you can sell typical products and Made in Italy products» underlines Chiara Martini, CEO and founder of Vivila DMC.
Viviladmc.com it allows and extends the meeting between supply and demand typical of this new way of tourism, destined to grow because it is more engaging, usable at any time of the year and also sustainable.
One marketplace, infinite possibilities
The offer of products and services that encourage people to explore new places can be a source of inspiration for the consumer and represents an interesting opportunity for rebirth for Italian territories outside of large tourist flows. The intrigued customer can decide to purchase a workshop or a course and could subsequently choose to book a trip that physically takes him to the place that the digital experience has introduced him to. But not only.
In addition to supporting the sale of stays, purchases within a Marketplace dedicated to Neverending Tourism enrich the tourist's onsite experience. For example, through an online course that teaches you how to make Genoese pesto while you visit GenoVa.
Last but not least, neverending tourism breaks down distances and architectural barriers and allows you to discover distant or very distant places even for those who, perhaps due to a disability, are unable to move. «The marketplace opportunities are truly endless. I am also thinking of the students (foreign and otherwise) who generally have the opportunity to take only one cultural trip during the school year – specifies the CMO and Co-Founder of Vivila, Elena Merico. Thanks to Neverending Tourism and the Vivila Marketplace, teachers can offer boys and girls projects to introduce them to distant places and cultures, to be carried out throughout the year».
An ecosystem to grow together
Vivila DMC is also a promotion, development and training agency, capable of offer personalized consultancy to those who work with and for the territory. "With my team we descend into the territory and discover together with its stakeholders and local operators how to best promote and enhance it. It's a development model that we called Neverending Evolution. We will soon activate a series of courses that aim to teach our method. We want to make each link of the ecosystem capable of promoting itself, together with history and culture, to grow business and knowledge of the territory independently. I feel that we are leaving hit-and-run tourism behind us and that we will finally see the development of tourism capable of creating a strong bond with the destination, which too often becomes uses-and-throw away» explained Martini.
On 12,13 and 14 October Chiara Martini of Vivila DMC will be at the TTG EXPO Rimini, pavilion A1 – BOX 10 – Start up Tourism Area, to meet all operators interested in seizing the opportunity to tap into new sources of revenue by boarding the first Italian marketplace dedicated to Neverending Tourism.
About Vivila
Vivila DMC was born in 2020 from Chiara Martini's love for Italy, its products and all the companies, operators and stakeholders who contribute to bringing value to the Territory System. Vivila DMC proposes an innovative way of promoting and enhancing the Italian territory and Italianness through the Neverending Evolution model. The Vivila team and its collaborators analyze and plan for the territory and together with the territory, communicating its riches and, through training processes, aim to create virtuous circles of continuous improvement. From Vivila's experience, the viviladmc.com marketplace was born to give a home to all those who want to offer digital products and experiences in the context of neverending tourism.
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