(Finance) – It was born there Rome Attraction Foundation with the purpose of promote and govern tourist flowsOf improve its quality and positive impact on the city and invest in strengthening the Rome brand in a creative and intelligent way, as is already the case in London.
The “Roma & Partners Foundation for Attraction” promoted by Roma Capitale together with the Chamber of Commerce and Aeroporti di Roma SpA, aims to be a newly conceived agency for the promotion of international attraction starting from tourism. It will operate through a light structure that does not produce services but composes strategies and initiatives. A mixed reality capable of involving and coordinating public and private entities in an innovative strategy to promote the city, with the aim of intercepting, diversifying and directing flows towards quality tourism, guaranteeing a better travel experience.
They will be three main objectives of this action: strengthen international positioning, going to enhance and improve the perception of Rome in the global dimension which starts from the extraordinary historical and artistic heritage but which also looks to a living present, which sees the city already engaged in the organization of the Jubilee and in the candidacy for host the 2030 Expo; bring together the forces of attraction, acting as a point of reference capable of progressively involving as many subjects as possible among those working in the field of city attraction; dedicated marketing campaigns may be promoted but there will also be the possibility to book and purchase goods and services; improve the travel experience in Rome, integrating and simplifying access to information, also by promoting a direct connection between the guest-user and the service provider. In this sense, the Foundation will take care of managing a digital infrastructure capable of accessing an immense database of resources such as transport, museums, hotels, restaurants and various attractions. The user interface will pass through a virtual assistant powered by artificial intelligence (according to the ChatGPT model) which, using natural language, will guarantee a free real-time consultancy service dedicated to tourist information, starting from the construction of real and your own personalized itineraries.
THE relations between Roma Capitale and the Foundation will be governed by a specific Convention which will also govern the allocation of management resourceswhich will be accompanied by specific funding for tourism promotion projects, some deriving from the Jubilee and Pnrr programs, others from merchandising activities and enhancement of the city’s tourist logo and from various contributions.
Governance is given by the President who by Statute is the Mayor of the city; from the majority of the Municipality of Rome Capital with three members and one representative each for Rome Airports and the Chamber of Commerce. It provides for a membership mechanism, which can be joined by individual players in Rome’s attractions (hoteliers, restaurateurs, event organizers, cultural institutions) who can use the Foundation’s services and logo as recognition of their quality.
After the green light that has already taken place in the Giunta, the imminent vote of the Capitoline Assembly will allow the Foundation to start operating as early as next September.
“Structuring our extraordinary tourist offer was part of our program and we are therefore very proud to be able to announce the launch of such an important tool for the city – explained the Mayor of Rome Roberto Gualtieri – After having brought Rome back to being a capital of major events, we are equipping it with a streamlined and efficient attraction agency. I thank Aeroporti di Roma and the Chamber of Commerce for having agreed to invest together with us in quality tourism and in projects that bet not only on the traditional vocations of this extraordinary city but which above all aspire to build ideas, use new digital technologies and work on an already tested and successful offer model. Complicated challenges await us in the coming months with the many public investments of the Jubilee 2025, of the Pnrr and hopefully of Expo 2030: we are convinced that our Dmo, with its public-private partnership, will prove to be a precious resource to help us better manage the tourist flows and the great development prospects that Rome presents itself”.
“Roma & Partners is the structure that our city lacked to enhance our potential in the world. It will be able to develop the Rome brand and make citizens benefit from the revenues deriving from royalties, which are currently unknown and undersized. It will be a structure that will work to retain the flows tourists who will no longer have to be occasional. It will be essential to guide tourists in what must truly become an experience. It will be our operational arm to compete in the MICE sector, with the aim of bringing major international congresses to Rome”, declared theCouncilor for major events, tourism, fashion and sport Alessandro Onorato
Lorenzo Tagliavanti, President of the Rome Chamber of Commerce he explained that “Tourism represents a key element for the economic development of our country and of our city, due to its great ability to create development, a transversal sector that generates important effects on the territory in terms of creation of wealth and employment. It is there is strong growth in tourism in Rome, which has recovered to pre-pandemic levels. However, work is needed to further develop quality and even more sustainable tourism. The Foundation we are presenting today aims to further promote the city of Rome to international level and support the economic development of the territory. The Foundation will pay particular attention to the sectors of hospitality, commerce and major events. The latter, in particular, play an important role in building the image of Rome and its ability to attract globally. And in a city like ours, major events shouldn’t be occasional, but daily”.
“Rome has a universal value, it is by definition the destination of at least one trip in a lifetime, but to become the destination of choice for a valuable tourism, with a prospect of loyalty, a unified management is necessary. Adr is ready on this to play a central role”. so theCEO of Adr, Marco Troncone, commented on the birth of the “Roma & Partners Foundation for Attraction” promoted by Roma Capitale together with the Chamber of Commerce and Aeroporti di Roma, who will be represented in the Foundation respectively by the Mayor Gualtieri, the President Tagliavanti and the President of AdR Avv. Vincenzo Nunziata.
“We are now about to return – added Troncone – to traffic volumes of up to 150,000 passengers a day at the Leonardo da Vinci airport in Fiumicino, with a strong push from long-haul which, in the case of North America, even exceeds pre- covid. We therefore want to commit ourselves with conviction to the service of a better attractiveness of the Capital, with a focus on the Fiumicino hub as an intercontinental gateway to Rome and Italy, putting both our airport management capabilities and our path of growth and development We believe – he underlined – in the commitment to institutional cooperation, in the public-private partnership as a formula which, if well orchestrated and managed, can concretely enhance Italian excellence, as happened for our airport management which, on the boost of 2.5 billion euros of investments in the last 10 years, has led Leonardo da Vinci to obtain prestigious international awards”.