The Italian Exhibition Group expo catches the Deep Trends of 2021 tourism. Safety and mental wellness, traceability, experiences unrepeatable elsewhere: travellers want personal growth, journeys and destinations are enriched by digital technology. The Vision presented in the Main Arena of Rimini’s expo centre in Italy.
RIMINI (ITALY) – “The invisible becomes visible”. Italian Exhibition Group’s Vision TTG 2021 is more concrete than it sounds suggestive, and was presented to tourist industry members by semiologist Laura Rolle, during the second day of TTG Travel Experience. The Vision 2021 (https://unb.ttgexpo.it/vision/) takes the form of five Deep Trends™ that have technology as their key component: enriching travel experiences, becoming an integral part of the tourist destination, and thus acquiring greater dignity than the simple apps that can be downloaded to one’s mobile phone or the virtual tours we are already familiar with on browsers. Above all, it integrates into a system of values that rethinks the feeling of community.
”Equa societas”. A new idea of ethicality and common good, co-responsibility and balance in returning the resources that we use. Such as, for example, for “Doconomy”, a credit card that sets a purchase limit according to the carbon footprint generated. Amazon Sustainability is an example of attention to the reduction of carbon footprints. Or “Swiss”, a start-up that is creating a new totally ecological fuel for airlines. The market asks brands to apply more ethical business models; biocontributive brands such as Oslo Airport, which will have a positive energy balance compared to its requirements, or the Svart hotel in Norway, due to open soon.
”Scientific Well Being”. Well-being wins first place in tourism and asks for scientific certainties. “Tripp” is a virtual reality product that aims at creating psychic well-being by means of eight-minute sessions of immersive meditation, and “Haelium” changes the scenario according to users' heartbeats and breathing data. Hotels are also adopting these approaches, creating suites, spaces or entire structures based on sonic and visual stimuli aimed at creating new mental health and inner peace, only the narration was missing.
“Bubble Community”. In the new communities of people the local dimension is rediscovered and people gather according to their interests. Cities are founded in which districts are independent as far as the supply of resources and the creation of jobs are concerned. “Kin” is evolved co-living in families who move for work, with all the services that may be required. A new but selective community dimension.
“New Currency”. New currencies are created, such as the “Ducato” in Castellino di Biferno, to support local companies during the Covid crisis. Ikea, on the other hand, refunds is cash the time spent by customers to reach a store. “Arctic Blue Resort” will only charge clients according to their carbon consumption and not according to the time spent in their rooms (it will open in 2022). Vienna’s municipal administration donates citizens the equivalent in cash for every time they do not travel using pollutant transport.
“Hyper Warranty”. We are heading for a phase of hyper traceability and warranty, above all in the food sector. But this approach is also making progress in tourism. “CircularID” creates a passport for each garment and traces its life. “DNAnudge”, presented at CES, enables to guide clients’ purchases for healthier eating, connected with the DNA. In tourism, traceability means allowing the clients to verify all the aspects of their vacations and not just base their choices on reviews. Turin’s Egyptian Museum is doing precisely this. Online and offline are combined to assess tradition, making it contemporary and showing the ability that’s behind it, presenting a new heritage.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
