The concept of a "tourist destination" is evolving around the world. The most recent studies on tourism, as well as the success of AirBnb and everything related to experiential tourism, are giving precise guidelines on what tourists are looking for in the destination. Local experiences, precisely. Not just knowing, but experiencing the area. There is a need to redefine the concept of a destination by making the most of all its emotional aspects. Because this is what the tourist is looking for today. And it is the tourist who defines the destination.
Destination Lab is a day-long study on the future of tourism destinations, to understand what it means to create and promote tourism experiences in the territory and what are the scenarios that open up for the destination of the future.

Aimed at all those who manage and promote territories and tourist destinations: Destination Lab calls together DMOs, territorial management and promotion consortiums, public administrators as well as hoteliers, hospitality entrepreneurs and businessmen, and all those involved in the strategic and operational planning of an area.