The Most Influential Travel & Tourism Leaders to Know

1. Vol: 04 Issue: 01 2024 Francesca Romana Rinaldi

3. www.thecioworld.com World The is a book, and those who do not travel read only one page. - Saint Augustine

4. Editor’s book, and those Note ravel and tourism comprised an $8.8 trillion industry globally in 2022, accounting for 10.3% of T global GDP. It sustained 334 million jobs across the world, or 1 in 10 jobs on the planet according to the World Travel & Tourism Council (WTTC). The leaders of major travel companies, destination marketing organizations, industry associations, and relevant government agencies are "The world is a tasked with continuing to grow this vital economic sector. These travel and tourism leaders face numerous pressing issues and opportunities in the years ahead. Recovering from the estimated $3.7 trillion lost during the COVID-19 pandemic is an immediate priority, through restoring who do not traveler confidence and reviving tourism's workforce pipeline. Longer-term, mitigating over-tourism in popular destinations and pursuing a transition to net-zero carbon travel read only emissions across the industry are critical objectives. At major brands like Airbnb, Booking.com, Expedia Group, one page.” and others, innovation is key to enhancing customer experiences through seamless digital platforms and offerings like biometric boarding. Leaders at - Saint Augus?ne national/regional tourism boards are responsible for sustainable development strategies that enrich local communities rather than depleting resources. Across the board, a focus on cultivating diverse, skilled talent pipelines is paramount.

5. Through public-private collaboration and bold vision, travel's preeminent leaders are pioneering the future. Whether increasing tourism's economic contribution, making travel more accessible, or ensuring its environmental sustainability, their efforts connect the world for explorers of all backgrounds. These leaders make dreams of unforgettable voyages a reality while preserving travel's magic for generations to come. Highlighting the catalysts propelling travel into a new era of growth, accessibility, and sustainability, The CIO World's 'The Most Influential Travel & Tourism Leaders to Know' celebrates the leaders whose daring strategies and uncompromising vision will forge travel's transformative future. These progressive leaders reimagine how we explore the world's cultures, cities, and natural wonders, creating indelible memories that inspire an eternal desire to journey forth. Have a good read ahead! - Alaya Brown Managing Editor

6. Editor-in-Chief Thanh Truong Sam Carter Deputy Editor Alaya Brown Managing Editor Maria Evans Assistant Editor Visualizer Chris Carter Millie Simon Art & Design Head Judy Smith Art & Design Assitant Phoebe Jacob Business Development Manager Aisha, Olivia Business Development Executives David Walker Technical Head Mia Rodricks Assitant Technical Head Helena Smith Digital Marketing Manager Eric Smith Research Analyst Richard Martinez Circulation Manager Follow us on www.facebook.com/thecioworld www.twitter.com/thecioworld We are also available on RNI No.: MAHENG/2018/75953 Copyright © 2024 The CIO World, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from The CIO World. Reprint rights remain solely with The CIO World.

7. CIO Company Featuring Descrip?on Alexander's journey from Nairobi's office to leading East Private Safaris DMC Alexander Spiro Africa's DMC epitomizes growth and reliability. With global www.privatesafaris.com CEO diversifica?on, he shapes unforge?able safari experiences. Christos, CEO of KYVERNTIS Group, a prominent figure in Kyverni?s Travel S.A. Christos Kyverni?s Greece's travel industry. Spearheading business development www.kyverni?s.gr and strategic acquisi?ons, expanding corporate and leisure CEO travel services. Francesca is an educator, researcher, and consultant focusing in fashion management and sustainability. Co-founder and Dragonfly Tours Italy Francesca Romana Rinaldi Chief Opera?ng Officer of Dragonfly Tours Italy. Experience www.dragonflytours.net Co-founder and COO with circular fashion and EU programs. Julia, an energe?c CEO of Advantage Travel Partnership, leading The Advantage Julia Lo Bue-Said strategic growth and profitability. Recognized industry Travel Partnership CEO www.advantagemembers.com influencer with a history of successful leadership and vision. Le?zia's linguis?c flair and cultural curiosity redefine tourism, Basel Tourismus forging innova?ve connec?ons and enhancing visitor Le?zia Elia www.basel.com/en experiences. Her journey reflects a dedica?on to transforming CEO des?na?ons into vibrant, interconnected hubs.

8. CONTENTS Cover Story 08. Francesca Romana Rinaldi Navigating Motherhood and Wanderlust

9. Profiles Julia Lo Bue-Said Enhancing Tourism Experiences 16. with Tailored Solutions Letizia Elia Language Enthusiast to Tourism Tycoon 24. Articles The Rise of Experiential Travel! Connecting with Cultures Through Immersive Activities 20. Reimagining the Journey! How Augmented Reality is Transforming 28. Travel and Tourism

11. The Most Influen?al Travel & Tourism Leaders to Know

12. A Decade of Adventure, Family Bonds, and Crafting Experiential Tourism in Italy! ravel is often seen as a journey from one destination to another, a physical movement from T point A to point B. Every destination has a story to tell and a distinct nature that goes beyond its geographical coordinates. Travel becomes a transformative experience when we take the time to unravel the history, culture, and soul of a place. Whether it's the ancient cobblestone streets of a European city or the lively markets of an Asian town, each locale holds the key to a deeper understanding of its identity. But here's a thought: Can travel be more than just getting to a place? Can it be like a journey through time, love, and the very soul of a location? Francesca Romana Rinaldi, the versatile Co-founder and COO of Dragonfly Tours Italy, not only answers these questions with a resounding 'yes' but embodies them in the heart and soul of her company. 'I'm the proud mom of three: Rebecca, 8, Tommaso, 5, and my 13-year-old company, Dragonfly Tours Italy,' Francesca chuckles as she reflects on her unique journey. What began as a shared vision with her father, Roberto, her then- boyfriend turned husband, Daniele, and family friend "Uncle John," transformed into a thriving enterprise that now boasts a proud team of 10 employees. The birth of Dragonfly Tours Italy was an organic process, evolving day by day without a distinct starting point. She reminisces about those initial years spent exploring every nook and cranny of Italy, on a quest to unveil the nation's hidden treasures. 'We spent 8–10 months researching the territory, from the Dolomites to the islands, uncovering what no one else was offering at the time,' she shares. Their mission was clear: create a 'family business' that was more than a travel agency. They were pioneers in developing what would become known as "experiential tourism," a product crafted from genuine, local experiences that painted a vivid picture of Italy's rich tapestry. Francesca's intuition led Dragonfly Tours to curate itineraries that went beyond the ordinary, showcasing the authentic beauty of the country. 'That was our intuition,' she says, embodying the spirit of innovation that defines the company.

14. Join us on a journey as we delve into the story of Dragonfly Authentic Italian Dining Experiences Tours Italy, where family, passion, and a pioneering vision converge to create an unparalleled experience in the realm Citing a popular example of hosting lunches or dinners in of experiential tourism. Francesca's tale is a testament to the homes of actual Italian families, Francesca highlights the magic that happens when passion fuels a family the singularity of their experiences. Since it's the most business. effective way to fully comprehend the culture of the nation being visited, she thinks that there's nothing more genuine Dragonfly Tours: Crafting Experiential Tourism and intimate than entering someone's home, having dinner together, and sharing. Francesca noted that Dragonfly Tours began gradually, with no specific moment she could pinpoint. Exploration of Italy Balancing Exceptional Travel Experiences became a regular activity, revealing hidden gems around the country. They spent 8–10 months conducting extensive In managing the delicate equilibrium between curating studies in locations ranging from the Dolomites to the exceptional travel experiences and overseeing the islands to provide unique experiences not available operational facets of the business, Francesca demonstrates a anywhere else. The aim was to create a product centered on meticulous approach. This balance is made possible through local authenticity, setting the groundwork for what would the support of her dedicated team at Dragonfly Tours, who become known as "experiential tourism." grasp the company's essence and effectively communicate its values to clients. With such a reliable team, she can Dragonfly Tours, under its dedicated team, is committed to devote her attention to product development and the curating exceptional travel experiences throughout Italy. implementation of tools aimed at enhancing internal Going beyond the typical tourist highlights, their journeys processes, allowing her to shift away from day-to-day immerse travelers in the essence of each destination. By operational responsibilities. revealing hidden gems rarely found in guidebooks, introducing encounters with locals, and showcasing Travel Design and Management customs and traditions off the beaten path, Dragonfly Tours ensures an unforgettable "Italian experience" that lingers for As she considers how her varied background has influenced a lifetime. the management and design of travel at Dragonfly Tours, Francesca offers some insightful observations. "I think Whether it's sharing a meal with a local family at their every aspect of me has influenced and still influences all my home or indulging in a shopping spree guided by a local choices," she states. Through her path, she has learned to fashionista, Dragonfly Tours goes the extra mile to unveil listen to suppliers and customers actively and to accept a authentic Italy. Their mission is to inspire and amaze larger perspective, pushing beyond personal convictions. travelers with unique experiences that go beyond the Francesca places a strong emphasis on being flexible and ordinary and can't be captured without the guidance of being willing to suggest novel concepts in response to seasoned locals. changing interests. Dragonfly Tours' success is defined at the end of each season by a careful examination of Showcasing Italy's Diversity obstacles faced and ongoing progress made, which is evidence of their adaptable and customer-focused strategy. Francesca said she wanted to present a unique angle on Italy to tourists from the United States. Although she was Approach to Unforgettable Experiences aware that numerous operators were already involved in comparable activities, her goal was to emphasize what Despite the difficulty of providing just "off-the-beaten-path made something "Italian-ness." She intended to experiences" in extensive 10-, 15-, and 20-day itineraries communicate that Italy is a country made up of twenty including several locations, Francesca, an experienced different regions, each of which is a miniature version of Professional Travel Designer, underlines that she guarantees Italy that is just waiting to be discovered. Each region has a combination of classic and unusual sites. Having its own particular dialect, cuisine, and scenery. She believed experienced the allure of iconic locations like the Vatican that every area would provide visitors with a unique and and the Colosseum, dining on pizza in Naples, and riding in varied taste of the nation, serving as a miniature version of a gondola in Venice, Francesca feels that these must-see the nation. destinations are an integral part of the trip.

17. The real secret, she says, is in the wonderful people who Her leadership reflects a comprehensive strategy to accompany customers across Italy—committed tour guides, align the team with Dragonfly Tours' vision, chauffeurs, and helpers. Even while visiting the less well- ensuring a commitment to excellence in every aspect known parts of Italy, the attentive service and unwavering of their operations. customer care elevate every encounter. Tours Through Passion and Precision Approach to Promoting Dragonfly Tours Instilling in her crew the following essential traits In her diverse professional background encompassing sales, and values, which Francesca feels have a major role marketing, advertising, and tourism, Francesca employs a in Dragonfly Tours' success: strategic approach to elevate the profile of Dragonfly Tours and captivate travelers seeking unique Italian experiences. • Passion: Francesca considers passion to be a driving force that inspires both herself and her Every year, Francesca stresses the importance of using new team. She firmly believes that a shared passion platforms like social media and travel influencers, all the for the company and their daily work is while keeping a laser-like focus on an interesting website fundamental to achieving success. that tells the business's amazing narrative. She has 13 years of experience, and she attests that the clients' steadfast • Customer-Centric Focus: Prioritizing customer devotion has had the most influence on promotion. satisfaction is paramount for her and her team. Recurring customers who promote Dragonfly Tours to They understand the significance of creating friends and acquaintances and share positive experiences memorable, personalized experiences that go through reviews are a true testament to the company's above and beyond client expectations. quality. It is proof of the brand's popularity and the sincere happiness of its customers. • Adaptability: Recognizing the dynamic nature of the travel industry, she encourages her team Commitment to Dragonfly Tours' Vision to embrace adaptability. Staying informed about industry trends and being open to change allows In her capacity as General Manager, Francesca takes them to adjust strategies accordingly. decisive steps to instill a culture of excellence at Dragonfly Tours. By setting a high standard through personal example • Attention to Detail: Francesca underscores the in both performance and customer service, she ensures that importance of precision in planning and each team member is aligned with the company's execution. This meticulous approach is deemed commitment to revealing the true essence of every location. crucial for ensuring smooth operations and enhancing the overall quality of travel Her approach includes regular communication about the experiences provided by Dragonfly Tours. company's dedication to providing personalized and memorable experiences for clients, emphasizing the Focusing on Client Satisfaction importance of this mission. She actively encourages open communication and collaboration within the team, fostering The ongoing happiness of her clients and the team an environment where ideas and opinions are valued and members' well-being, according to Francesca, are creating a sense of belonging and pride in their work. the most fulfilling aspects of her work at Dragonfly Tours. She gauges a tour's success by continuing to To deepen the team's understanding and connection to the monitor customer happiness and her team's morale, destinations they serve, she arranges trips to Italy whenever as opposed to depending only on conventional possible. This firsthand experience enables team members indicators like yearly revenue increases. to authentically convey the offerings to clients, recognizing that effective sales require intimate knowledge of the product.

18. The Most Influen?al Travel & Tourism Leaders to Know 16 April, 2024 www.thecioworld.com

19. The Most Influen?al Travel & Tourism Leaders to Know ith a huge turnover each year, and supporting an environment that to this day remains fast-paced and over 350,000 jobs across the UK, the outbound ever-evolving and one that touches so many the world over. W travel sector is a significant driver for the UK economy. The sector includes a wide range of companies Can you please brief us about The Advantage Travel that benefit from travel-related expenditures, such as travel Partnership and its inception story? agents, travel management companies, and tour operators. The Advantage Travel Partnership was established in 1978 Envisioning a bright future, The Advantage Travel and is today the UK’s preeminent business network, Partnership, under the leadership of CEO Julia Lo Bue- representing travel agents and travel management Said, is on a mission to ensure that SMEs operating as part companies. Its members are all independently owned travel of the partnership—whether for business travel or leisure businesses that operate across 750 locations throughout the travel - have access to market-leading commercial services UK, representing a large proportion of the UK’s travel and solutions and work collaboratively to champion the agency landscape. sector. In addition, Advantage’s global network footprint continues Julia is an experienced CEO with a demonstrated history of to expand, with representations in 83 countries across 96 working in the sector. network partners who work together to service corporate accounts. Having graduated from the College for Distributive Trades, she is today one of the highest-profile leaders in the UK Collectively, as a global network, its members generate Outbound Travel sector and has received a great deal of over £15.6 billion in global sales annually, with £7.6 billion recognition for her achievements. from travel sales from its UK membership, and cater to many millions of holidaymakers and business travelers by During our discussion with her, we had the privilege of assisting them with their travel arrangements. Our role is to finding out about her role, both as a leader of the UK’s pre- deliver business solutions to our members through a one- eminent business network representing travel agents and stop-shop business hub approach, touching on every aspect travel management companies and as an industry of their business needs, from commercial services to ambassador. licensing, insurance, marketing, and tech. Below are the highlights from the interview! How do you support small businesses within the Advantage Travel Partnership, and why do you believe Could you please tell us about yourself and what they're essential? motivated you to embark on this sector? I believe passionately in the SME sector and that they are After studying travel and tourism at college, I started my the lifeblood of business. Our members are located across travel career working overseas before taking roles with 750 locations across the UK, the majority of which are various UK retail travel agencies and tour operator groups. SMEs. At the time, I had no ambition to do much more than travel as much as possible and to absorb as much as I possibly In March 2023, I was appointed as an advisor to the UK could from those around me who had so much more Government’s Tourism Industry Council (TIC) Board, experience in the corporate world. Having worked in the under DCMS, and as the primary voice for the UK UK travel industry for what is now the best part of my 36- Outbound Travel industry. This gives me an opportunity to year career, I have never looked back and know I made the constantly raise the profile of SMEs operating in this sector right choice. and their value to the UK economy. As a first-generation migrant, you grow up surrounded by How have you managed your role as a spokesperson different cultures than the one you live in, and in my case, during the pandemic, and what principles guide your my Italian roots meant traveling back and forth to visit communication strategy? friends and family. I genuinely believe it’s this embedded desire to have to adapt that sparked my love of the travel Over the course of the COVID-19 pandemic and since, I industry and the diversity of its people, all while thriving in have become one of the UK’s most high-profile media 17 April, 2024 www.thecioworld.com

20. spokes people for the travel industry, regularly appearing across all mainstream UK print and broadcast media. It How do you balance personal recognition with team became very evident early on during the pandemic that a achievements, given your industry accolades? voice was needed, and I helped to fill a void. At times, the role can become extremely intense, and managing media I am continually humbled by the awards the business has requests can become a full-time job. But I can only and I have been recognized for over the past few years. The facilitate this role as I have an incredibly dedicated and awards I am fortunate to have been honored with are talented team around me who essentially run the business achieved because of the great team I have at day to day, freeing me up to take on this position as well as Advantage—it’s always a team effort! drive our growth strategy. How do industry awards and recognition impact your I have also become an active contributor to government leadership and advocacy efforts? roundtables and dedicate a great deal of my time to actively working cross-industry as well as on engagement strategies Any awards that we receive at Advantage are great for and government lobbying. morale and demonstrate that we are progressing as an organization. Post-pandemic I established the UK Outbound Travel Group with the aim of increasing the profile of the sector It also allows us to raise the profile of issues and create with the UK government and policymakers. During the change. pandemic, my guiding principles were that if it needed to be said, we would deliver, no matter how challenging the How do you ensure The Advantage Travel Partnership narrative was going to be. After all, we were in the midst of remains competitive amid industry changes? a public health crisis, and travel was vilified, but there were many business owners across my network and wider who We remain laser-focused on the ever-changing landscape needed a voice. we are operating in and always consider the implications 18 April, 2024 www.thecioworld.com

21. for members and various stakeholders. Travel is a rapidly Julia has been recognized with many awards during her evolving sector, and consumer and industry trends are career: changing all the time. Our job is to keep one eye fixed on the future landscape. • In November 2022 - awarded an honorary Doctor of Letters from the University of West London (UWL) in Could you share examples of how you mentor team recognition of her professional profile and experience, members and foster their professional growth? which make her a role model for the university’s students. I am fortunate to have close working relationships with my • In September 2022 - The Business Travel People team and to keep the line of communication open always. I Awards 2022—Industry Contribution Award. mentor many of the senior team members by having a • In October 2022 - The Northern Ireland Travel Special regular dialogue with them, taking an inclusive approach to Achievement Award—the first time a special decision-making, and being always keen to get their achievement award has been presented to someone thoughts and insights on industry issues, our business, and outside of Northern Ireland. our strategy. • In March 2022 - ‘Outstanding Achievement’ award for her work with the UK government on the resumption I host regular ‘coffee mornings and induction sessions with of the travel industry, and for ‘amplifying its voice groups of colleagues from all areas and levels of the through the media’ during the pandemic, Celebrity organization so that I can constantly keep a check on how Cruises. colleagues are feeling. I also spend a great deal of time with • In October 2021 - The Travel Legend Award at The UK our members for the same reason. Travel Industry Awards in recognition of her part in leading the travel industry’s recovery, driving change, What role does corporate social responsibility play in and representing the UK Outbound Travel sector Advantage Travel Partnership's identity? tirelessly through the COVID-19 pandemic. • In September 2021 - Highly commended status for the A vital role. We’re in an industry where the whole premise ‘Outstanding Contribution to Business Travel’ category is built around being a force for good. Connecting people at the Business Travel Awards Europe and for the same across the world, bringing people joy, driving economic category at the Business Travel People Awards. prosperity in local communities, local jobs, sustainable • In January 2021 - ‘Industry Influencer’ on the Business living, etc. In addition, I’m also a trustee for the Family Travel News Europe 2021 Hotlist. Holiday Charity, a charity with a mission to help as many • In 2018 - Leader of Change in the IBM IX families as possible experience a break outside their county Everywoman in Travel Awards. lines. We offer all our employees a volunteering day so that • In 2014 - Joined an industry-led committee in support they can spend the time giving back to a cause that’s of the charity Just A Drop. important to them. • In 2013- Became a recipient of the Association of Women Travel Executives (AWTE) company award for What are your top priorities for advancing Advantage's supporting women in business. growth, and how do you envision its future? • In 2012 - Inducted into the Women’s First Top 100 Most Influential Club for the Travel, Hospitality, We have made a great deal of progress in recent years, both Leisure, and Tourism Sector. financially and strategically, and we have ambitious growth plans for the future. Our strategy is based on four strategic pillars: Footprint Expansion, Product & Portfolio Adoption, Digital Transformation, and People & Culture. The future for Advantage looks very promising, and with the confidence of all our stakeholders and our brilliant team of subject matter experts, the organization will continue expanding its relevance and influence across the multiple lenses through which we look at life; business-to-business, consumers, corporate affairs, and regulatory matters. 19 April, 2024 www.thecioworld.com

22. Connecting with Through Immersive n recent years, a significant shift in travel preferences has emerged, I heralding the rise of experiential travel. This trend emphasizes authentic cultural immersion through hands-on activities, offering travelers a deeper connection with the destinations they visit. From cooking classes in Italy to meditation retreats in Bali, experiential travel goes beyond sightseeing to engage all senses and foster meaningful interactions with local communities. By participating in traditional ceremonies, workshops, and unique experiences, travelers not only gain a better understanding of diverse cultures but also contribute to sustainable tourism practices. The rise of experiential travel signifies a transformative journey towards enriching, immersive exploration. A Shift in Priorities The traditional vacation model, often characterized by luxurious resorts and all-inclusive packages, is no longer the sole aspiration for many travelers. Social media, with its curated feeds of unique experiences, has fueled a desire for authenticity and a deeper understanding of different cultures. Travelers are increasingly seeking 20 April, 2024 www.thecioworld.com

23. The Rise of Experien?al Travel! adventures that connect them with the heart and soul of a destination, fostering a sense of personal growth and transformation. The Allure of Experiential Travel Experiential travel offers a plethora of benefits compared to traditional vacations. Here are some key reasons for its growing popularity: • Deeper Connections: Experiential travel allows you to step outside the tourist bubble and connect with local people on a meaningful level. Participating in cultural activities, learning traditional crafts, or volunteering alongside locals fosters a sense of understanding and appreciation for different ways of life. • Learning by Doing: Experiential travel is a form of immersive education. Rather than passively consuming information from guidebooks, you actively engage with the culture through hands-on experiences. Imagine learning to prepare a traditional dish from a local chef in Italy or participating in a pottery workshop in Morocco. These activities not only provide lasting memories but also equip you with valuable skills and knowledge. • Personalization: Experiential travel caters to individual interests and passions. Whether you're a foodie, a nature enthusiast, or an art aficionado, there are customized experiences designed to ignite your curiosity and connect you with your passions on a deeper level. Examples of Experiential Travel Activities The possibilities for experiential travel are endless, limited only by your imagination. Here are some examples to spark your wanderlust: 21 April, 2024 www.thecioworld.com

24. • Culinary Delights: Immerse unfamiliar customs can pose yourself in a destination's culinary challenges. However, with a sense of scene by taking a cooking class, openness and a willingness to embrace participating in a food tour, or the unexpected, these challenges can visiting a local market for a farm- be overcome and enhance the overall to-table experience. experience. • Volunteering Adventures: Give back to the community while The Future of Travel: gaining a deeper understanding of local challenges by volunteering The rise of experiential travel is a your time and skills on a positive trend that promises to reshape conservation project, social the future of tourism. As travelers program, or animal sanctuary. continue to seek meaningful • Artistic Explorations: Learn a connections and personalized traditional craft like pottery experiences, the industry will evolve to making, batik dyeing, or cater to this growing demand. We can glassblowing from a local artisan. expect to see a rise in unique and • Adventure Activities: Engage in authentic tours, increased collaboration activities that connect you with the between tourism agencies and local natural world, such as hiking communities, and a focus on responsible tourism practices that through a remote rainforest, ensure the sustainability of cultural learning to surf on a hidden beach, heritage and natural resources. or participating in a wildlife safari. • Cultural Immersion: Live like a local by staying in a homestay, By embracing experiential travel, we attending a traditional ceremony, can explore the world with a deeper or learning a few basic phrases in understanding, forge lasting the local language. connections with local people, and create memories that will stay with us Benefits for Local Communities for a lifetime. So, pack your bags, embrace the spirit of adventure, and The rise of experiential travel benefits get ready to connect with the world on not only travelers but also local a whole new level. The world is communities. By choosing locally waiting to be explored, not just seen. owned businesses and participating in responsible tourism initiatives, travelers can contribute directly to the local economy. This financial support allows communities to preserve their cultural heritage and traditions while fostering sustainable development practices. Challenges and Considerations While experiential travel offers a wealth of benefits, there are some challenges to consider. It's important to choose responsible tour operators who prioritize ethical practices and ensure that cultural experiences remain authentic and respectful. Additionally, language barriers and adapting to 22 April, 2024 www.thecioworld.com

25. www.thecioworld.com Not all those who Wander are lost. - J.R.R. Tolkien

26. Le?zia Elia CEO Basel Tourismus 24 April, 2024 www.thecioworld.com

27. The Most Influen?al Travel & Tourism Leaders to Know. Letizia Elia Language Enthusiast to Tourism Tycoon , , A Journey of Cultural Exploration and Professional Growth! We always focus on guest anguage, in all of its forms and manifestations, is convenience and have without a doubt one of the most exquisite works of L art ever created. Besides its practical role in developed a lot in the area of communication, language approaches the sphere of artistry, digitalization and the continuous painting vivid pictures, inspiring deep emotions, and changing the very foundation of our being. From experience accordingly. Shakespeare's poetry to Toni Morrison's rhythmic prose, language is a masterpiece that attracts, inspires, and , , connects us all. visitor experiences has distinguished her as a visionary With many different languages spoken all around the world, leader in the industry. each showing a special culture, history, and lifestyle, there are endless opportunities for people to learn about and As a CEO, she seeks to motivate people through her story communicate across different cultures. Some individuals of transformation and success. Her experience serves as a find a deep passion for exploring these language worlds, reminder that with perseverance, passion, and a willingness which can greatly impact their personal and work lives in to accept change, anyone can build themselves a satisfying surprising ways. career path based on their interests and talents. Letizia Elia, CEO of Basel Tourismus, exemplifies how Below are the interview highlights: an abiding passion for languages may lead to a successful career in tourism. Her rise from studying languages to Can you share your journey as the CEO of Basel leading a famous tourism company exhibits the Tourism and how your leadership has influenced the transforming effect of following one's passions, as she growth and development of the organization? admits. I worked for the trade fair organizers in Basel for over ten Having a lot of knowledge of languages and a strong years, where I was able to develop my skills and gain interest in different cultures and how people from different management experience. During this time, I also completed places communicate, her professional journey changed an MBA in Business Administration. After that, I moved on. unexpectedly when she got her first full-time job in the I became a member of the management team at Switzerland trade fair and congress sector, which is a big part of the Tourism and was responsible for business development and tourism industry. This is where she first learned about partnerships. tourism, and she was captivated by it right away. Part of my time at Switzerland Tourism was mainly Her distinctive combination of linguistic skills and cultural characterized by the pandemic, which was challenging but awareness has allowed her to provide a fresh perspective on also exciting and allowed me to grow personally. I have the tourism sector. Her innovative approach to marketing now been CEO of Basel Tourism for a year and a half. It's a places, establishing cross-cultural linkages, and improving 25 April, 2024 www.thecioworld.com

28. Concrete implementation of sustainability measures to make sustainability a tangible experience in Basel. Strengthening Congress marketing and increasing Congress bidding. Sharpening of market priorities and a new focus on developing the domestic market (Switzerland). Further, develop partnerships and cooperation. How has your background in the tourism industry prepared you for the challenges and opportunities faced by Basel Tourism under your leadership? I was able to acquire a lot of knowledge in tourism in my previous roles. I was also able to gain a lot of management experience and have continued to develop my skills through education programs. I think I have the tools for the job, but I still must keep developing and never stand. But I find that very positive and motivating. Could you elaborate on the recent achievements of Basel Tourism and how they have contributed to enhancing dream job for me. I work with a wonderful team to market the tourism experience in Basel, Switzerland? my home city, which I love and appreciate above all else. I can contribute with my skills in tourism, marketing, We recovered quickly after the pandemic. This was partnerships, and destination development. But an challenging because the two segments in which Basel was important part is also the development and motivation of strong before the pandemic—individual business tourism our employees. They are our most important resource. I and the trade fair segment—have slumped sharply and are believe in a collaborative management style based on still not back. We were able to compensate for this lack of transparency and trust. However, I am very ambitious overnight stays through consistent marketing of the leisure myself and like to motivate teams to go the extra mile to destination, effective activities in the domestic market, and achieve their goals. intensive work in the area of congresses. We have also developed further in the area of guest experience and What strategies have you implemented to position Basel launched new products. Another highlight is the measures Tourism as a prominent player in the travel industry, in the area of welcoming culture; we have implemented a especially in Switzerland? good first-best practice with the activities to increase the attractiveness of the location for Art Basel. We launched our 2024–2027 strategy this year. We want to sustainably position Basel as a popular leisure destination As a CEO, what key skills do you consider essential for and establish it as a magnet for congresses and events. We success in the travel industry, and how do you ensure have set the following priorities: these skills are reflected in your team at Basel Tourism? Communication: the lack of mass tourism is a unique Tourism is a cross-sector industry, so you have to think in a selling point (USP) in our marketing communication. networked way and also look for cooperation outside of tourism. Passion for the destination is also an important Further, focus on the topic of art, with an increased focus on element. It is important to cooperate with all relevant architecture. players and develop the destination together. And, as mentioned earlier, employees are the most important Aligning marketing with travel motifs and addressing resource. You have to take care of them and enable them to guests directly and digitally via trendsetter personas. do a good job and develop continuously. 26 April, 2024 www.thecioworld.com

29. tourism., , we support them with important industry information. We are a Swisstainable pilot destination and are currently working with partners to emphasize sustainability. Tourism is a cross-sector What role does collaboration play in driving success for industry, so you have to think in Basel Tourism, particularly in partnerships with other a networked way and also look organizations or stakeholders within the tourism sector? for cooperation outside of That is very important. Tourism depends on the entire local ecosystem, so collaboration within the industry but also with other strategic partners is very important. Exchanges maintain fair partnerships. , , outside the destination also help you break new ground. How do you envision the future of Basel Tourism under In what ways do you prioritize social responsibilities your leadership, and what strategic plans do you have in and community engagement within the operations of place to ensure continued growth and success in the Basel Tourism, and how does this reflect your leadership travel industry? values? Basel Tourism has a clear vision for the coming years: That is very important to me. On the one hand, it is clear to Basel is on the bucket list of individual travelers with an me that tourism must always be in harmony with the needs affinity for art and architecture and is seen as a refreshing of the local population. This requires exchange and good alternative to mass tourism. In today's world, there is a dialogue. This basic attitude is firmly anchored in our growing desire for manageable places. Medium-sized cities values. It is also important to me to be a good employer and such as Basel, with short distances between the sights, are becoming particularly attractive. First-class art exhibitions, swimming in the Rhine, or a visit to Basel Zoo—this How do you develop the changing landscape of the variety of offers can be experienced in Basel without the travel industry, particularly in terms of adapting to new tourist crowds. Basel can also be proud of being world-class trends and technologies to satisfy the demands of in three areas: art, life sciences, and the Rhine experience. today's travelers? Europe-wide, our city plays an important role in the top league in the areas of trade fairs, congresses/events, and It's challenging to decide which trends to jump on and architecture. All this makes us attractive and interesting for when, but it also makes it exciting. In tourism, you deal tourism, but also for people who want to work here. We still very openly with findings and can exchange ideas with have a lot planned and are looking forward to the future. industry colleagues at any time. I appreciate that! We always focus on guest convenience and have developed a lot in the area of digitalization and the continuous experience accordingly. Can you discuss a specific instance where your leadership at Basel Tourism has led to innovative solutions or initiatives that have positively impacted the organization and its stakeholders? As mentioned above, we have developed new products. Most recently, for example, with the School of Arts and Design. We will be offering joint tours of local artists' studios in the future. This shows us from a different angle and gives artists a new platform. We are also cooperating with the local industry and offering guided tours of company premises. We have adapted our membership model to appeal to younger people, and we are seeing initial success here too. To improve the profitability of the hotels, 27 April, 2024 www.thecioworld.com

30. How Augmented Reality is Transforming Travel and Tourism landmarks, allowing you to visualize enriches your understanding of the he travel and tourism industry their past grandeur in all its glory. natural world and fosters a deeper is undergoing a metamorphosis The Colosseum transforms from a appreciation for the delicate balance of T driven by technological weathered monument to a vibrant ecosystems. innovation. Augmented reality (AR), arena teeming with gladiatorial with its ability to overlay digital combat. This technology fosters a Revolutionizing Navigation and information onto the real world, is deeper connection with destinations Discovery rapidly changing how we experience and their cultures, transforming passive destinations, plan our trips, and observation into active engagement. Getting lost can be a travel nightmare, navigate unfamiliar territories. throwing itineraries into disarray and Museums can use AR to identify replacing excitement with frustration. This article explores the exciting ways artifacts, triggering interactive exhibits AR navigation apps are changing this AR is reshaping the travel landscape, that come alive before your eyes. by offering a more intuitive and creating a future where exploration is Dinosaurs emerge from fossils, battles engaging way to find your way around. more immersive, personalized, and unfold on historical tapestries, and These apps project arrows and accessible. mummies whisper secrets of the past. directions directly onto your smartphone camera view, guiding you Enriching the Travel Experience This immersive learning experience is effortlessly through unfamiliar streets with AR particularly captivating for younger and complex landmarks. Imagine visitors, igniting their curiosity and navigating the labyrinthine alleyways One of the most significant impacts of transforming museums from static of a Moroccan souk with ease, or AR lies in its ability to breathe new life exhibits to vibrant playgrounds of confidently exploring the sprawling into travel experiences. Imagine knowledge. Similarly, AR-powered grounds of a historic palace, all thanks strolling down a bustling street in nature trails can identify local flora and to clear and concise AR directions. Rome. As you raise your smartphone, fauna, providing real-time information historical information about the ancient and educational content. Hold your Beyond basic navigation, AR can be a buildings you pass pops up on your phone up to a colourful butterfly and powerful tool for discovery. Point your screen, complete with detailed see its scientific name, habitat range, phone at a hidden alleyway and see it descriptions and captivating narratives. and interesting facts displayed on your come alive with reviews and AR apps can overlay 3D screen. This interactive exploration recommendations from other travelers. reconstructions on top of real-world 28 April, 2024 www.thecioworld.com

31. Reimagining the Journey! 29 April, 2024 www.thecioworld.com

32. User-generated content like photos, The travel industry is embracing AR to with artificial intelligence (AI) can lead videos, and tips can help you uncover create powerful marketing tools that to AR experiences that adapt to hidden gems and off-the-beaten-path bring destinations to life. Hotels can travelers in real-time, offering experiences. Perhaps you stumble offer immersive virtual tours of their personalized recommendations and upon a charming local cafe tucked properties using AR technology. assistance throughout their journeys. away in a side street, or discover a Potential guests can explore rooms and Imagine exploring a bustling city and breathtaking viewpoint boasting amenities in 360 degrees before having your AR glasses highlight panoramic city views, all thanks to the booking, allowing them to virtually points of interest based on your power of AR discovery. This ability to step inside a luxurious oceanfront suite preferences, or encountering language personalize your trip and unearth or experience the tranquility of a barriers dissolving as your AR device unique experiences makes travel even private garden villa. This fosters trust translates signs and menus on the fly. more rewarding. and increases booking confidence by This seamless integration of AI and AR providing a realistic and transparent will create a truly frictionless travel Personalizing Travel with view of the hospitality experience. experience. Augmented Reality Similarly, travel agencies can use AR to showcase destinations with Conclusion: Travel is all about creating interactive presentations that go personalized memories that resonate beyond static brochures and generic Augmented reality is transforming the with your unique interests. AR can marketing materials. travel and tourism industry, paving the cater to these individual preferences by way for a future where exploration is tailoring information and experiences. Imagine exploring a virtual simulation more immersive, interactive, and personalized than ever before. From Visiting a bustling marketplace in of a rainforest trek, complete with enriching historical sites to Thailand can be overwhelming, with sights and sounds of the jungle, or virtually strolling through the bustling revolutionizing navigation and countless stalls overflowing with markets of Marrakech, experiencing discovery, AR is poised to redefine vibrant textiles, handcrafted souvenirs, and exotic delicacies. AR apps can the sights, smells, and vibrant energy how we experience the world around come to the rescue, highlighting local of the location. This immersive us. As this technology continues to crafts and shops relevant to your marketing approach allows travelers to develop, we can expect even more preferences. Do you have a passion for connect with destinations on a deeper innovative applications that will make hand-woven textiles? Your phone can level, making informed decisions and travel more accessible, engaging, and guide you to stalls specializing in fueling their travel desires. truly unforgettable. intricate silks and tapestries. Challenges and the Road Ahead Are you a foodie in search of authentic flavors? AR can point you towards While AR offers immense potential, vendors offering delectable street food there are challenges to overcome. specialties. AR apps can learn from Technical limitations like battery life your travel style and curate and processing power on mobile experiences that resonate with you, devices can hinder user experience. ensuring every trip feels crafted just for Additionally, ensuring accessibility for you. Imagine exploring a bustling art all travelers and addressing privacy district with your phone highlighting concerns are crucial aspects. Not galleries showcasing your preferred everyone may have access to artistic styles, or navigating a vineyard smartphones with the latest AR region with AR highlighting wineries capabilities, and data privacy known for producing your favorite considerations regarding user location types of grapes. This level of and preferences need to be addressed. personalization allows you to delve deeper into your passions and create Despite these challenges, the future of truly unforgettable travel experiences. AR in travel is bright. As technology continues to evolve and becomes more Transforming Travel Marketing and accessible, we can expect even more Booking innovative applications. Integration 30 April, 2024 www.thecioworld.com

33. makes one modest. You see what a tiny place you occupy in the - Gustave Flaubert www.thecioworld.com

34. www.thecioworld.com voyage The real of discovery consists not in seeking new landscapes, but in having new eyes. - Marcel Proust

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