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Alitalia launches ‘Discover Italy’, portal to promote tourism in Italy


Travel ideas and thematic routes to attract passengers and boost tourism in Italy, especially from abroad. This is the aim of ‘Discover Italy’, the new editorial platform launched by Alitalia in cooperation with Touring Club Italiano and Gambero Rosso.

The new inspirational portal, which aims at promoting Italy and its excellences, has been presented at the historical Touring Club Italiano location in Milan, by the Chief Commercial Officer and Revenue Management of Alitalia, Fabio Maria Lazzerini, by the Chairman of the Touring Club Italiano, Franco Iseppi, and by the Chairman of Gambero Rosso, Paolo Cuccia.

With the authoritativeness and proven experience of players such as Touring Club Italiano and Gambero Rosso, the new Alitalia portal presents its customers with original and high-quality content to guide them through an emotional journey along Italy and its typical and unique holiday spots.

‘Discover Italy’ is a digital, multi-lingual and multi-channel platform providing visitors with information, guides, travel tips and experiences and offering them a broad range of destinations to reach within Italy. The diverse thematic itineraries are originally designed for each destination and vary from wine and food to architecture; cinema and folk festivals; to lifestyle and sports. Without forgetting the importance of offering tailored and contemporary travel proposals to the various types of travelers.

Editorials, recipes, the ultimate travel bucket lists, tutorials, pictures, videos, tests and more interactive content: this is how ‘Discover Italy’ intends to promote the Italian territory, emotionally involving the user. A search tool will further inspire travelers in the choice of their next vacation to Italy. Additionally, Alitalia’s special offers to fly from abroad will always be available for each chosen destination.

“With ‘Discover Italy’ we give way to the transformation process of our website into a new digital platform with ever more customized and dedicated content. The objective is to attract more tourists on our flights, especially from abroad, and promote the Italian destinations in an emotional and engaging manner”, said Fabio Maria Lazzerini. “I want to thank our authoritative partners in this project, Touring Club Italiano and Gambero Rosso, for their contribution and tireless support in putting together an innovative and high-quality product with considerable scope for improvement. Alitalia’s ambition is to be the ultimate gateway to Italy for millions of tourists from every corner of the world. An aspiration that will have a positive impact on the economy of a Country which heavily relies on tourism as its main asset”, added the Chief Commercial Officer and Revenue Management of Alitalia.

“We have worked extensively to be part of this agreement because we believe it is fundamental to promote our Country’s excellence with authoritativeness – declared Franco Iseppi, Chairman of Touring Club Italiano –. Italy is one of the richest countries in biodiversity, territorial uniqueness, quality food products, attractiveness of its landmarks and cultural heritage. It is a unique country and deserves to be known, promoted and appreciated. The precious collaboration with important Italian players ensures that we achieve our goal.”

“The latest data in the tourism sector - declares Paolo Cuccia, Chairman of Gambero Rosso - confirm the growing interest in the ’Made in Italy’ food and wine tradition and how it has become a driver for incoming tourism to Italy. Furthermore, it has established itself to be as important as the historical, cultural and architectural attractions that draw millions of tourists each year. Italian regional specificities and excellences are beyond compare and Gambero Rosso, a leader in the sector, takes pride in being part of this project together with prestigious partners such as Alitalia and Touring Club Italiano.”

The ‘Discover Italy’ editorial platform has been realized by SHADO, the media company of H-FARM, leader in innovation and first company in Italy able to support the creation of new business models and accompany the digital transformation of Italian enterprises facilitating the digital switchover of the young.

To visit ‘Discover Italy’, type

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