Today, food and wine are among the primary drivers of motivation and a sense of belonging for travelers. Tourism demand is fragmenting and reorganizing itself around new communities of taste: people driven by often divergent motivations, torn between the search for experiences off the beaten path and the need to identify with specific cultural values, lifestyles, or dietary habits.
At the same time, digital interaction is undergoing a decisive shift: food and wine are evolving from mere search content to a realm of direct action. People no longer simply ask where to eat or which winery to discover; the evolution of artificial intelligence toward agent-based models and the use of increasingly granular contextual data (from individual preferences to travel routes, from semantic analysis of reviews to digitized menus) make it possible to handle complex requests, check availability in real time, and complete a reservation for a table, a tasting, or a local tour.
In this session, Amadeus and Google will help us chart the future direction of food and wine tourism at the intersection of people and technology. By analyzing Amadeus’s market data and Traveler Tribes, and examining Google’s new smart and agent-based infrastructure, the panel will explore concrete opportunities for restaurants, wineries, producers, and destinations: what the new food and wine communities are looking for, and how to make food and wine offerings truly visible, interpretable, and actionable for the digital agents of today and tomorrow.
SPEAKERS
Roberta Milano
Tourism Marketing & Communication Strategist
Francesca Benati
Amadeus Italy Senior Vice President Global Travel Sellers e Amministratore Delegato
Fabio Galetto
Google Italy Sales Director
