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Revitalizing the Tourism sector

In the years prior to the pandemic, tourism in Italy had been characterized by strong and continuous growth: 131.4 million arrivals and 436.7 million stays in accommodation facilities in 2019 (an all-time record), up 2.6% and 1.8%, respectively, compared to the previous year.

According to the new 2020 ISTAT classification based on tourism density, 78.5% of Italian municipalities are classified as “touristic”. In fact, only 1,704 municipalities, out of the nearly 8,000 that make up our Country, were classified as “non-touristic” because they lack tourist flows and accommodation facilities.

The PNRR strategy for the tourism sector

The National Recovery and Resilience Plan, known as “Tourism 4.0”, aims to promote digitalization, innovation, and competitiveness in the tourism sector through the creation of a digital ecosystem that helps manage tourist flows and integrates services made available to both operators and tourists, as well as through the organization of major events throughout the Country.

The plan aims to facilitate the revitalization of tourism through a digital and sustainable approach, renewing the digital presence of Italian destinations, enhancing tourist-accommodation facilities, and improving infrastructure (including digital) for both present and future visitors through a series of measures focused on innovating and digitally connecting tourism sites/services and their promotion, including:

Creating a single and integrated digital platform

for balancing tourist traffic and investing in sustainable tourism, cultural heritage, and the landscape

Strengthening the competitiveness

of tourist businesses

Supporting investments

in environmentally sustainable redevelopment and the improvement of hospitality service standards

Increasing integration and unification processes

among businesses in order to improve the quality of services and reduce inefficiencies caused by sector fragmentation

Supporting the competitive capacity, resilience and development

of tourism SMEs and the services offered through digital innovation, as well as the use of new technologies by operators

Supporting the green transition

of the tourism sector


Almaviva Group’s commitment to the tourism sector

Geolocation, personalized content, and augmented reality are changing the face of global tourism.

Almaviva Group, engaged in research and development of solutions based on emerging AI-driven and people-centered technologies, collaborates with local administrations to achieve the objectives of the PNRR:

Sustainable tourism

Integrated tourist flow monitoring platforms

Sentiment analysis

Reduction of over-tourism trends

Revitalization of towns and rural heritage for diversified tourist sites/services


Almaviva facilitates the interaction between tourists and the territory through the development of tourism portals, for Regions and major destinations, as well as smart tourism destination ecosystems.

Additionally, Almaviva supports the Ministry of Tourism in the implementation of various digital, integrated, modular, and scalable components for managing and sharing information and content through:

National Accommodation Facilities Database

available to central administration and individual Regions for the mapping of tourist destinations

Knowledge Base

to provide Tourist Information Points in Italy with a trouble ticketing tool for accessing centralized tourist information

Innovation Network

to share business model validation, assessment, and mentoring services with innovative start-ups in the sector


Contact the Culture, Tourism & Sports team