I turned the passion of my life into my work and I am still pursuing that path every day. I believe tourism is a strategic lever for Italy’s development – a brand of immense value, recognised all over the world – and I devote my energy to research and awareness-building on this theme. My approach starts from studying the phenomenon and takes shape through the practical application of research, with the aim of helping institutions and stakeholders build a coordinated system and shape a future based on the economic, social and environmental sustainability of tourism.

I work to spread a culture of collaboration and shared tools, resources and knowledge in tourism management and marketing, and I consider research a decisive driver of innovation. I love travelling, understanding different cultures and turning what I learn into strategies that support tourism growth and consolidation. This passion has led me to visit more than 100 countries worldwide, broadening the perspectives and experience I bring to my work.

Over the last twenty years I have explored the many dimensions of travel, tourism and culture, holding different roles at both national and international level. I am Professor of Tourism Management at the University of Bergamo, former Vice Chair of the OECD Tourism Committee, and I served as CEO of ENIT – the Italian National Tourist Board – during the Draghi government. I am a keynote speaker at major international tourism events, from the World Economic Forum in Davos to UNWTO events.

I have written or edited 23 books and dozens of scientific articles focused on cultural, food and wine, spa and congress tourism, from agritourism and holiday village management to human resources, the internet and new technologies. I am a Knight of the Order of Merit of the Italian Republic.

For years I have been committed to enhancing food and wine tourism, publishing the Report on Food & Wine Tourism in Italy, which reached its eighth edition in 2025 and offers a picture of a fast-evolving sector through quantitative and qualitative analysis, original research and contributions from authoritative Italian and international experts.