event11 November nest_clock_farsight_analog10:00am-11:50am pin_drop Hall #5 Turespaña language Italian

[BY RESERVATION ONLY] It’s a short step from Offbeat to Too Beat: a co-design workshop for more mindful destination marketing

From the “Maldives of Milan” to the “corner of paradise in Tuscany”: all it takes is a viral post to turn a little-known destination into a trending topic, suddenly attracting thousands of visitors. This is the case with Lake Accesa, in the Maremma, which has reignited the debate on destinations’ carrying capacity, ecosystem protection, and swimming safety.

But what happens when the influx of visitors exceeds a region’s capacity to accommodate them? What responsibilities do content creators and destination marketers have? And how can DMOs prepare for and manage these phenomena?

Two hours of collective intelligence to move from questions to solutions.

A participatory workshop organized by Co-Design Toscana, in which, through co-design and design thinking approaches, participants will be actively involved in discussion, sharing experiences, and developing concrete ideas and proposals for more informed and responsible tourism communication.

The workshop is open to everyone: content creators, communications professionals, tourism operators, destination managers, and anyone who wants to share their perspective.