Rome, a city of endless layers and narratives, welcomed a moment of reflection on the future of tourism in the setting of one of its most iconic hotels. In the Sala Visconti of Le Méridien Visconti Rome, in the heart of the Prati district, the Rome Future Week 2025 meeting entitled “Visions: for a more conscious tourism” took place. A panel of experts, managers, lecturers and communicators discussed challenges and opportunities for the sector, drawing a mosaic of ideas and strategies.
At the end, the confrontation turned into conviviality: a toast on the terrace of Paparazzo Bar&Rooftop, a contemporary homage to Fellini’s Dolce Vita, amid signature cocktails and finger food curated by chef Giuseppe Gaglione and bar manager Edoardo Arcesi.
The hotel as a cultural presidium
Breaking the ice was Giacomo Guzzardi, general manager of Le Méridien Visconti Rome & Palazzo Scanderbeg – Marriott International, who invited us to look beyond the simple accommodation function: “The hotel should not only be a place to stay and welcome,” he said, “It can become a garrison of culture, territorial identity and sustainability. An active player that dialogues with the city and communities.” Guzzardi brought concrete examples: the Unlock Art project, which allows guests to access MAXXI with subsidized rates, and the Water for Life initiative, which transforms Rome’s famous noses into symbols of environmental responsibility. “These are simple but tangible actions,” he stressed, “that show how even the international hotellerie can contribute to a more balanced urban narrative.
The institutional vision
The microphone was then passed to Paolo Giuntarelli, Regional Director of Presidency Affairs, Tourism, Cinema, Audiovisual and Sport of the Lazio Region. His reflection broadened the look:
“The challenge is not only to attract visitors, but to convince them to stay longer and go beyond the traditional circuits,” he explained.
To do this we need territorial DMOs, religious, sports and peri-urban itineraries that integrate public and private. “Latium is not only Rome,” he added. “It is a mosaic of villages, nature, authentic culture. Giving visibility to this heritage means relieving the Capital and at the same time creating widespread value.”
The power of storytelling
The floor was then passed to Belinda Bortolan, founder of BortolanCarnevali & Partners, a communications and marketing agency that oversaw the organization of the event.
“Without a strong and coherent narrative,” she warned, “everything risks remaining invisible. We are not talking about slogans, but a process that starts from analysis, builds a clear and credible identity and translates it into creativity.”
According to Bortolan, storytelling is what allows both big brands and small businesses to position themselves. “Villages, local productions, authentic experiences,” he stressed, “are the soul of our country. But without tools and method they risk remaining on the margins. Communication is needed to give them a voice and recognition.”
Media and the collective imagination
The role of the media was the focus of the speech by Davide Desario, director of AdnKronos:
“Newspapers and agencies don’t just report on tourism,” he recalled. “They build its imaginary. And if this imagery becomes too indulgent or stereotyped, it risks losing credibility.” For Desario, the challenge is “to tell the uniqueness with balance, showing lights and shadows. Only then can the traveler have critical tools and not just glossy suggestions.”
Skills and training at the center
A strong reminder of the structure of the system came from Remo Tagliacozzo, professor of Tourism Business Organization at La Sapienza University of Rome and sole director of the Roman Aquarium.
“Italian tourism suffers from entrepreneurial dwarfism and technological gaps,” he said. “Without training and investment in skills, we risk not holding up to global competition. “A warning that brought the debate back down to earth, reminding us that without professionalism every narrative remains fragile.
Technology and data: the leverage of AI
On the innovation front, Daniele Manetti, sales director at Sojern, spoke about the importance of data and artificial intelligence: “Today we can do targeting based not only on demographic data, but on behavioral and even value signals. This radically changes the ability to intercept the right travelers.” Manetti explained that AI is not only used to promote better, but also to govern flows: “Technology allows us to measure not only the economic return of campaigns, but also the impact on territories. It is a tool to deal with complex phenomena such asunbalanced tourism.”
The Tiber Day case
A concrete example of urban regeneration came from Alberto Acciari, president of Tevere Day. “For too long Rome’s symbolic river has been invisible,” he said, “Today we are giving back to the Tiber the dignity it deserves: a community space, a sustainable attraction, the beating heart of the city. Acciari emphasized how a cultural initiative can change the collective perception, “Tevere Day shows that what was considered marginal can once again have social and touristic centrality.”
The pillars of the future
Closing the discussion was Claudiana Di Cesare, a journalist and expert on tourism and innovation.
“The drivers that emerged-sustainability, culture, skills and innovation-are not parallel tracks, but pillars that support each other,” she noted. “The tourism of the future is not built on quantity, but on the quality of relationships and shared value.”
An event that is networking and vision
Credit for the organizational direction went to BortolanCarnevali & Partners, which oversaw speaker selection, narrative construction, logistics, invitations and communication. A synergistic approach that turned a conference into a valuable networking moment.
And the venue could not have been more suitable. Le Méridien Visconti Rome, part of the Marriott International group, with its mix of contemporary design and 1960s soul, proved to be an ideal space for interweaving reflection and conviviality. After the discussion, guests moved to the seventh floor, to Paparazzo Bar&Rooftop, a tribute to the VIP photographer made famous by Fellini’s Dolce Vita. There, amid salmon pink hues, electric blues and warm lights, they toasted with a special cocktail: the S.P.Q.R. – Sustainable, People, Quality, Revolution, made with Venturo, citrus sherbet, grapefruit soda and mint. “A symbolic drink,” recounted bar manager Edoardo Arcesi, “that aims to combine Roman tradition and innovation, just like the tourism we envision for the future.
A bridge to tomorrow
The event left a clear message that tourism is no longer just an economic sector, but a cultural and social ecosystem, which requires shared vision and responsibility. “It is not chasing flows,” Di Cesare concluded, “but governing them. It is not abstract growth, but lasting value. It is not just hospitality, but relationship.” Rome, with its ability to regenerate itself and welcome the world, remains the perfect laboratory for experimenting with these new visions.
