From November 17 to 21, the University of Insubria, Como Sant'Abbondio campus, will host the International Winter School: New Frontiers in Sustainable Tourism: Trends, Innovations, and Practices.   The event, organized by the Department of Law, Economics, and Cultures and specifically by professors Roberta Minazzi, Deborah Toschi, Daniele Grechi, Giulia Tiberi, Roberta Bogni, and Michela Segato, is designed to deepen knowledge of sustainable tourism practices and emerging trends. It will be an immersive learning experience in the hospitality and destination management sector, with a particular focus on the development of sustainable tourism globally and in the Lake Como area.   The winter school, thanks to speakers from international universities, will allow participants to reflect on the latest trends in tourism and its digital and sustainable evolution. Research findings developed by Spoke 3 - Tourism Industry and Culture will also be presented during the event.   Plan of the days: Day 1: Monday, November 17, 2025 11:00-17:00 New Generations and Market Dynamics in Sustainable Hospitality: Key topics: Lake Como transformation, Gen Z and sustainability; AI and tourism, sharing economy and traditional hotel accommodation Day 2: Tuesday, November 18, 2025 11:00-13.30 Hiding sustainability, missing opportunities: greenhushing explained 14.00-18:30 Sustainable Tourism and EU policies Key topics: EU tourism policy, implicit sustainability, funding programmes   Day 3: Wednesday, November 19, 2025 11:00-19:00 Regenerative Hospitality and Resilient Climate change communication Day 4: Thursday, November 20, 2025 10:00-11:30 European Film Festivals, Industrial cultural heritage Day 5: Friday, November, 2025 11:00-14:00 Sustainable Destinations and Brand Management Registration   For more information, see the attached poster.

From November 13, 2025, to December 4, 2025, a series of three seminars will be held at the University of Valle d'Aosta, Campus Via Monte Vodice, Aosta. The series of seminars, "Measuring the role of destination marketing in the tourism and cultural industries," was created with the aim of exploring, from an interdisciplinary perspective, the role of destination marketing in the development of the tourism and cultural industries. The initiative integrates statistical approaches and marketing analysis tools, offering a path that combines scientific rigor and practical applications to support the strategic decisions of local stakeholders. The discussion focuses not only on measuring the impact of communication and promotion strategies, but also on identifying indicators and forecasting models capable of guiding governance choices, sustainable management, and the valorization of local resources.   The seminars aim to create a space for discussion and knowledge transfer between academia, institutions, and operators, stimulating new synergies and providing innovative tools to address the challenges of contemporary tourism.   Detailed Program November 13, 5:15 PM - 8:00 PM Jordy Bollon Asking the Right Questions: Survey Design and Analysis in Tourism Asking the Right Questions: Questionnaire Design and Analysis in Tourism The seminar "Asking the Right Questions: Survey Design and Analysis in Tourism" focuses on the fundamentals of questionnaire design and analysis techniques, including the relationships between variables in the tourism sector. The principles of good survey instrument construction will be explored, from identifying objectives to formulating questions, and data collection and management. Basic methods for descriptively exploring data, associations, and correlations will then be introduced, demonstrating how collected data can reveal connections between visitor satisfaction, destination characteristics, services offered, and consumer behavior. Through practical examples and applications to tourism and culture, participants will understand how to transform simple answers into useful knowledge to improve the tourism experience and support strategic decisions.   November 24, 9:00 AM to 11:45 AM Gulbin Durmaz, Strategic Marketing: Principles and Measurements Strategic Marketing: Principles and Measurements The seminar "Strategic Marketing: Principles and Measurements" offers an introduction to the fundamental principles of strategic marketing, with a focus on useful tools for understanding, planning, and evaluating market strategies. Topics such as segmentation and positioning, customer value analysis, building competitive advantage, and measuring marketing performance will be addressed. Through practical examples and applications to the tourism and culture sectors, we will discuss how to translate data and indicators into effective strategic choices capable of guiding organizations toward sustainable and results-oriented growth.   December 4th from 5:15 PM to 8:00 PM Jordy Bollon Customer Satisfaction: Principles and Measurements Customer Satisfaction: Principles and Measurements The seminar "Customer Satisfaction: Principles and Measurements" addresses the key concepts related to customer satisfaction as a strategic lever for organizational competitiveness. The fundamental principles that define customer satisfaction, the factors that influence it, and the ways in which it can be observed and interpreted will be introduced. Particular attention will be paid to measurement tools—from traditional questionnaires to digital surveys to online review analysis—and useful indicators for transforming feedback into improvement actions. Through case studies, especially in the tourism and cultural sectors, we will demonstrate how assessing visitor satisfaction can serve as a compass for guiding service strategies, strengthening loyalty, and generating shared value.   You can participate in the online seminars by scanning the QR code on the poster. Certificates of participation will be issued upon request.

On November 5, 2025, from 9:30 a.m. to 12:45 p.m., an event dedicated to the tourism sector will be held in Lomazzo (CO) at the ComoNExT Innovation Hub at Via Cavour 2. Organized in collaboration with the University of Insubria, the event is titled: SMART TOURISM: Innovative Solutions for the Tourism and Hospitality Sector.   The initiative, aimed primarily at businesses in the sector, will consist of two main sessions: a series of presentations, which will provide an updated overview of the trends and challenges of contemporary tourism, and a session of company testimonials, in which representatives from operating companies will share practical experiences, best practices, and innovative strategies adopted in the field.   Thanks to the participation of experts and professionals in the sector, the event will alternate analytical presentations with moments of direct discussion with companies, encouraging collective reflection on topics such as sustainability, hospitality, and inclusion, key elements for the competitive and responsible development of tourism. There will also be time for questions from the audience and networking opportunities among participants.   The event aims to highlight the central role that digitalization is playing in the dynamics of contemporary tourism. The adoption of innovative digital tools promotes accessibility, the personalization of services, and the valorization of local resources, helping to make the sector more competitive and sustainable. In this context, the dialogue between businesses, universities, and experts supports the dissemination of best practices and advanced technological solutions.   Register for the event by scanning the QR code on the poster.

On Saturday, October 18, 2025, from 9:45 a.m. to 4:00 p.m., the study day "Green Attraction – Gardens as a Stage for Contemporary Tourism" will be held in Verbania at VILLA GIULIA, organized by the University of Eastern Piedmont (DISSTE Department) in collaboration with numerous partners. Garden tourism is becoming increasingly structured and attractive, capable of generating value for local communities and meeting the needs of a diverse audience: from landscape lovers to botany enthusiasts, from cultural travelers to those seeking regenerative and wellness experiences. Gardens are also tools for urban regeneration, environmental education, and tourism innovation. In an era in which the quality of the environment and leisure activities is becoming increasingly important, they are becoming outstanding "green attractions" capable of generating networks, projects, and strategies at both a local and international scale.   These themes will be explored in depth throughout the day in order to foster a dialogue between Italian and international experiences. The event is divided into two sessions: a morning session with institutional presentations and presentations by industry experts, and an afternoon session dedicated to short talks and discussion.   The focus will be on topics such as the role of large gardens in tourism promotion, international networks, research projects, and successful experiences.   SHORT-TALKS - Deadline September 22, 2025 Five to six slots of approximately 20 minutes each are available, including a section dedicated to illustrating the issue and a section for discussion with the speakers and attendees.   To apply to speak, simply send your title and abstract (maximum 600 characters) by email to turismo@villataranto.it by September 22, 2025, summarizing the topics, research, or issues you wish to present and discuss. The event's Scientific Committee will evaluate the proposals received and accept those deemed most relevant to the study day.   The Scientific Committee is composed of: Roberta Lombardi (Director of the DISSTE Department, University of Eastern Piedmont), Stefania Cerutti (University of Eastern Piedmont), and Andrea Cottini (Director of the Villa Taranto Botanical Gardens). Registration is required. link