Skål Napoli at the Round Table on the Future of Tourism in Campania
On February 24, 2025, the Villa Avellino Historical Residence in Pozzuoli (Naples) will host the Round Table “Towards the D.M.O.”, an event that brings together key tourism stakeholders in Campania to discuss the development of structured Destination Marketing Organizations (DMOs). This initiative aligns with the European Union’s regional governance model, which promotes sustainable, well-managed, and competitive tourism ecosystems.
The fundamental relationship between regional public institutions, the private sector, and professional associations is at the heart of this discussion. This collaboration is crucial for the successful implementation of DMO structures, ensuring that local tourism destinations operate in a coordinated, strategic, and sustainable manner.
Skål Napoli will actively participate in the discussion, with Dr Anna Maria De Lucia representing Skål’s international network, offering insights into how collaborations at a global level can strengthen regional tourism strategies.
Why Regional DMOs Are the Future of European Tourism
Across Europe, Destination Marketing Organizations (DMOs) are key to managing and promoting tourism in a structured, long-term perspective. By integrating public, private, and associative sectors, these organizations create a cohesive strategy that enhances the competitiveness, visibility, and sustainability of a region’s tourism industry.
The European Union strongly encourages this approach, recognizing that fragmented, uncoordinated tourism development weakens regional economies. A well-structured DMO model allows destinations to align with EU tourism policies, focusing on:
- Sustainable tourism growth, through responsible management of visitor flows, environmental preservation, and local cultural heritage protection.
- Strategic destination branding and marketing, ensuring that regions have a unified, consistent, and impactful presence in both domestic and international markets.
- Innovation and digital transformation, utilizing smart technologies to enhance the visitor experience and optimize tourism services.
- Economic development, creating job opportunities and supporting small and medium-sized businesses in the tourism sector.
- Cross-border cooperation, encourages collaborations between European regions to create integrated tourism experiences.
Public-Private Collaboration: The Key to a Stronger Tourism Economy
One of the core challenges of DMO creation is ensuring an effective partnership between public institutions, private businesses, and tourism associations. Each of these entities plays a distinct yet interconnected role in shaping a competitive tourism destination:
- Regional public institutions provide the legal framework, funding, and strategic vision for tourism development, ensuring compliance with EU and national policies.
- Private sector businesses, including hotels, restaurants, tour operators, and service providers, drive economic growth and ensure that visitors receive high-quality services.
- Tourism associations, such as Skål International, act as neutral facilitators, bringing together stakeholders, fostering collaboration, and sharing best practices from across Europe and beyond.
Without a strong connection between these three pillars, tourism destinations risk inefficiency, lack of coordination, and missed opportunities in an increasingly competitive market.
Skål’s Unique Role in Supporting Regional DMOs
As a global network of tourism professionals, Skål International is uniquely positioned to support the creation and development of DMOs. With members spanning both public and private sectors, Skål acts as a bridge between institutions, businesses, and industry experts, ensuring that tourism strategies benefit from a wide range of perspectives and experiences.
By participating in events like this Round Table in Campania, Skål strengthens its role as a thought leader in sustainable tourism governance. Skål clubs across Europe can:
- Share international best practices from established DMOs in different regions, helping new organizations learn from successful case studies.
- Facilitate high-level networking, connecting regional decision-makers with tourism professionals who can provide insights into funding opportunities, marketing strategies, and operational structures.
- Promote sustainable tourism values, ensuring that new DMOs integrate ethical, responsible, and inclusive tourism policies.
- Encourage cross-border collaborations, leveraging the Skål network to build tourism synergies between regions.
A Strategic Opportunity for European Tourism Leaders
This initiative is particularly relevant for Skål Europe and Skål International, as it highlights the growing importance of regional tourism governance within the EU’s long-term vision. By actively engaging in these discussions, Skål can play a pivotal role in shaping the next generation of European tourism strategies.
The Campania region is setting a powerful example for other European destinations, showing how a structured regional DMO framework can lead to greater competitiveness and sustainability. The Skål network is invited to support and promote this initiative across its channels, ensuring that more destinations follow this forward-thinking approach.
For further details, visit www.campiflegreiactive.com.
