Caputi: «Trasformare l’attrattività dell’Italia in ricchezza diffusa»

Massimo Caputi, president of Federturismo Confindustria, outlines a strategic plan to transform Italy's tourism attractiveness into widespread wealth across the country. His vision aims to distribute arrivals 365 days a year throughout the peninsula, moving beyond traditional summer and winter tourism to include diverse experiences throughout the year.

Caputi emphasizes the need for a coordinated and integrated policy to develop the sector, involving all protagonists of the Italian tourism industry. He highlights the importance of sustainable investments, qualified and stable employment, and a policy capable of aggregating and valorizing the entire supply chain. The plan seeks to boost the sector's potential following a positive 2026 summer, with a 2% growth in arrivals and over 72.4 million arrivals and 276 million stays between June and August 2026.

AI is seen as a tool to revolutionize the way travelers choose and plan their vacations, while the growing markets in Eastern and emerging countries are expected to increase demand for Italian experiences. Caputi stresses the importance of positioning the tourism industry differently, alongside the government and the Ministry of Tourism, to generate value for all stakeholders.

To achieve this vision, Caputi advocates for a legislative pact with Minister Mazzi, along with a decree simplifying regulations to create a new industry agreement. The strategy must recognize tourism as a national industry, comparable to other strategic sectors, and introduce innovative financial tools to collaborate with entities like the CDP Group. Ultimately, the president aims to involve the entire nation in the growth of Italy's tourism industry, focusing on its most valuable asset: human capital.