For years, the tourism industry has sought to understand who travels. Today, one question is becoming increasingly important: Who do I want to travel with? Communities built around shared passions, values, and lifestyles are shaping the choice of experiences and destinations, to the point where they themselves have become a reason to travel.
The relationship comes before the product. Traveling means meeting like-minded people, strengthening one’s identity, and experiencing a temporary yet intense sense of belonging. For industry professionals and local communities, this shifts the focus from market segmentation to understanding communities: not just targets to reach, but ecosystems to listen to and engage.
From group travel to outdoor communities, from cultural experiences to new hybrid hospitality spaces, the panel explores how these new tribes are changing motivations, business models, and maps of desire. And what happens when it is no longer the place that creates the group, but the group that chooses—and, in part, creates—the place?
SPEAKERS
Mattia Fiorentini
Discomfort Zone Founder
Claudio Pelizzeni
Let's Fly Co-Founder
Ludovico Orlandi
BHS Travel Founder
Erika De Santi
WeRoad Co-Founder e Chief of Experience
