Everyone talks about artificial intelligence in tourism, but few actually use it—and almost no one discusses it based on actual data.
This panel compares three independent sources: the Intesa Sanpaolo Research Center’s report on the application of AI in the sector, a CAWI survey conducted among approximately 1,000 hotel companies, and the tourism section from the ISTAT survey on AI in businesses.
Three different perspectives—macroeconomic, sector-specific, and official statistics—which, when considered together, reveal an uncomfortable truth: there is a clear disconnect between the narrative that “everyone is adopting AI” and what is actually happening in Italian hospitality establishments.
An offbeat group is emerging: hoteliers who experiment outside the box, others who consciously reject the tech trend, and a majority that faces a gap between intentions and practice.
An unfiltered discussion to understand where Italian hospitality is headed—and who is leading it against the tide.
SPEAKERS
Alessandro Nucara
Federalberghi Direttore Generale
Salvio Capasso
SRM Head of Businesses & Territory Dept.
Valeria Fedele
Assohotel Coordinatore Nazionale
Francesco Tapinassi
BTO 2026 Direttore Scientifico
Barbara Casillo
Italian Association of Hotels (Confindustria Alberghi) Direttore Generale
