Ticino Turismo launches interregional project "DESy
Ticino Turismo aims to operate more efficiently and with a greater focus on specific target groups in the future and is launching an interregional project with various neighboring regions.
The digital transformation is also permanently changing the work in the tourism industry and offers opportunities to address today's increasingly knowledgeable, networked and demanding guests in a personalized way and to provide them with an offer tailored to their needs. Ticino Turismo has also taken advantage of digitalization and in May, together with neighboring Italian regions, will launch the interregional project "DESy", Digital Destination Evolution System, which involves the creation of a latest-generation Tourism Customer Relationship Management (TCRM) platform. Collected data is to be made analyzable, reusable and interpretable for personalized marketing measures and thus enable contact with the guest one-to-one on his entire customer journey - corresponding to his characteristics and interests.
The increase of the tourist attractiveness of the cross-border area should be achieved through measures that promote both innovation and optimization of the current processes of tourism, as well as the introduction of new technologies and tools for communication with the guest or potential guest.
"In the future, we will be able to interact with visitors in real time and show a page of Ticino exclusively designed for each tourist," said Kaspar Weber, interim director of Ticino Turismo. "A possible scenario could be the customization of the website or the newsletter, as well as the development of innovative applications that show content tailored to the individual." The "DESy" project will provide Ticino Turismo and all partners active in tourism with valuable data, which can be used to develop future marketing and product strategies tailored to the target group.
Over the next three years, this project will be implemented jointly by Ticino Turismo and the Italian organizations Distretto Turistico dei Laghi, ATL Novara and Province VCO, which include the Piedmont part of Lake Maggiore, Lake d'Orta, Lake Mergozzo, the Ossola Valleys and the Province of Novara. On the Swiss side, partners include Webateriler.net, the research laboratory of the Faculty of Communication Sciences of the University of the Italian-speaking part of Switzerland (USI), which deals with various topics related to new media in communication in the field of digital tourism, and the University of Applied Sciences of Ticino (SUPSI) with the Dalle Molle Institute of Artificial Intelligence (IDSIA), the Department of Innovative Technology and Artificial Intelligence Studies.
The implementation of TCRM is carried out in three phases: After the data has been collected and analyzed, the insights gained will be used to create new services and products for the guest, for a personalized customer approach. Each guest or potential guest should then be able to discover future travel options for Italian Switzerland that fit their preferences.
