This post is also available in: Italian

We started with a problem: ‘How to attract young people to cultural tourism and not make them leave Italy’. Difficult theme and not easy to solve.

Edoardo Filippucci has the picture of the current situation with the data of the analysis of an important country where 95% of tourism operators are micro-enterprises, of which over 50% have the middle or elementary III. The group of young graduates, on the other hand, leave our countries and this does not help us create businesses that can provide services for cultural tourism.

The first answer is that training plays a strategic role in business growth. A training that must be studied for people who have not attended a course for 30 years and to whom a psychological barrier must be broken. If we manage to break this barrier we can also tell a company that a young person can be useful to him for growing and not only for serving dishes at the table. We have studied fun and useful micro-courses such as “English course for baristas”.

The architect Luca Calselli gave his first answer: starting from an identity to rebuild a dream to be transmitted to young people. Finding wings in the past to fly into the future with the cases of the City of Culture of Lazio in 2018 and 2019. The mayor of San Felice told us that thanks to this identity he has been able to attract private investments such as Jaguar, Land Rover and many others that are approaching.

I would say that the second message is “If you fly high you will find eagles otherwise you will fly with quails, which are nice birds used especially in the kitchen”.

The third message was given by Ivo Pulcini, sports doctor from Lazio: “their Italian roots in small towns are in people’s hearts and when they reach success they dream of being able to help others”.

I would say that we can summarize this mood with an exhortation to collaborate between generations. A mentoring operation to help young people walk with their legs. An exhortation also to young people who are willing to do their apprenticeship outside where they know they will be able to grow and not in Italy where they think they can make their apprenticeship their whole life without prospects: recognize the professional skills, learn from the masters and overcome them.

Ivo Pulcini also takes us to the prize given to three Italian-Americans and Italian-Australians for what they have done for their town of Sonnino. They have rekindled a travel and collaboration interest and are transforming their country of origin.

But before exulting we will have to read their comments below the posts. They are willing to come to Italy once but then want to return to their life in the countries where they live. If you read carefully, few of them are able to bear the Italian bureaucracy: and the mental bureaucracy of all of us Italians is even stronger than the real bureaucracy of the administrations.

The latest interventions were dedicated to young people: from a successful entrepreneur like Antonio Moschetta to young graduates of Tor Vergata who collaborate with Claudio dell’Accio and Start Up Turismo (of which we are part) in the realization of business ideas.

Antonio taught us one thing: to innovate products by adding services with a high value of humanism and direct experience. Do not think that we can compete in technology but use the technology produced by others by adding our sensitivity to sell products at higher costs or at lower costs but which only concern our value.

Thanks to the guest at home, Professor Nicolò Costa and Marco Abei of the Acom for the attention they have dedicated to the theme with the aim of growing businesses of young people who work in tourism. We are sure that with them we will continue a path that will lead to the creation of young businesses.

Helping the transformation of the territories and encouraging the creation of businesses in tourism services and the growth of those who already work there is our goal and that of Friend Of Tourist with his mini English courses for bartenders.


Claudia Bettiol

IT Ingegnere, futurista e fondatrice di Discoverplaces. Consulente per lo Sviluppo Turistico dei Territori, specializzato nella sostenibilità e nella promozione culturale dei piccoli territori e delle piccole imprese. Ama i cavalli ENG Engineeer, futurist, joint founder of Energitismo and founder of Discoverplaces. Consultant for the development and promotion of the Touristic Development of Territories specialising in sustainability and in cultural promotion of small places and small enterprises. She loves horses

Top