From Local to Global. BTM InterAzioni in the Heart of the Jonica Basilicata

Experiences and new synergies in an authentic territory, ready for international markets.

Great success for the activities carried out in the heart of the Jonica Basilicata as part of BTM InterAzioni, the itinerant format of BTM Italy (Business Tourism Management) created to connect the world of tourism directly with the territory. Three days, from September 17 to 19, were marked by immersive appointments to showcase the territory and its peculiarities.The event, wanted and supported by APT Basilicata, brought the spotlight on the Lucanian Jonica coast.

The InterAzioni of BTM go beyond simple tourism promotion. They are heartfelt strategies, pieces of a larger mosaic where each piece represents a small great success. This is what happened in Policoro, Nova Siri, Rotondella, Metaponto, Bernalda, and Pisticci, stops on a fam trip that involved 25 national and international buyers, along with three industry journalists, who were taken on a tour to discover the cultural, landscape, and food and wine riches of the area. Participants, coming from various strategic markets and key areas such as Italy, Eastern Europe, the United Kingdom, Austria, Bulgaria, and Australia, with specializations ranging from luxury tourism to experiential, from MICE to organized travel, were warmly welcomed by the host community.

The tourist tour began with a sailing excursion along the coast, departing from Policoro. A perfect moment, in the afternoon of September 17, to give the buyers a special welcome before visiting the Archaeological Museum of Siritide in the evening.

On September 18, it was the turn of Rotondella, the “Balcony of the Jonio,” with a belvedere offering a breathtaking panorama of the green hills and the blue sea, creating beautiful scenes over the Gulf of Taranto and the coastal stretch embracing Puglia, Basilicata, and Calabria. The day continued with a visit to the Numismatic Museum "Nicola Ielpo," where it was possible to delve into the history of currency and the territory through valuable private collections. Subsequently, the group headed to the Castle of Torremare, in Bernalda, and enjoyed exclusive and immersive experiences offered by the staff of the Museum of Sciences and the Metaverse. And for a suggestive dive into history, a stop at the Temple of Hera with the Palatine Tables was a must. The history of Basilicata is also linked to one of its “symbol” products, the Amaro Lucano. The visit to the Essenza Lucano Museum, in Pisticci, was particularly appreciated.

History, archaeology, landscapes, nature, flavors, and characters: it was an emotional and engaging journey aimed at stimulating the tourism and cultural promotion of the destination.

The InterAzioni came to life on the morning of the 19th, with an intense session of B2B meetings in the halls of the Castello Berlingieri in Policoro. A tangible and fruitful moment of confrontation between buyers and 123 sellers and local tourism operators, strategic for fostering new collaborations and establishing concrete business opportunities. All in a perspective of growth and internationalization of the tourism offer of Basilicata.

The last stop of this emotionally impactful tour was the conference organized on the afternoon of the 19th, also in the halls of the historic palace, dedicated to strategic themes for the evolution of the tourism sector, moderated by Mary Rossi, BTM Event Manager.

The event, which recorded 150 total attendees across various sessions, opened with a “toolbox” on the role of artificial intelligence in the tourism sector, with a particular focus on the revolution of the front office, the evolution of customer care, and the automation of services. There were also in-depth discussions on strategic topics such as revenue management, new traveler profiles, emerging market trends, and investment strategies for increasingly effective hospitality that is attentive to the needs of conscious tourism.

Following this, a meeting with industry experts and institutional representatives focused on concrete actions and tools to strengthen the tourism offer of Basilicata to make it increasingly competitive in national and international markets.

There was discussion about nature and biodiversity as factors of territorial competitiveness, and the use of data for the analysis and planning of the development of the Basilicata destination.

Experts discussed accessibility, protection, and sustainable practices with the aim of ensuring a future for the territory, contributing concretely to the challenge against climate change and, at the same time, attracting tourism oriented towards regenerative outdoor experiences, capable of fostering an authentic reconnection with the landscape and local communities.

Among others, the following participated: Luca Miacola – Automation Engineer, Co-founder Snasto srl: Giacinto Gino Marchionna - Professor of Destination Management and Administrator of Turismore srl - Director APT Basilicata; Rocky Malatesta - President of the Torre Guaceto Nature Reserve; Giovanni Pisicchio - GAE Guide, President of CEAS il Carrubo and promoter of the project “walking to know”; Giuseppina Lo Vecchio - General Director of the Department of Productive Activities, Labor and Community Services of the Basilicata Region; Margherita Sarli - Director APT Basilicata; Mario Romanelli - Sales Director The Data Appeal Company; Roberto Micera - Professor of Territorial Marketing UNIBAS; Antonello De Santis - President of the Rete Turismo Italia Jonica; Giovanni Matarazzo - Entrepreneur and President of Confindustria Turismo Basilicata; Enrico Bianco – Mayor of Policoro.

The presence of the media was also significant, with ten journalistic outlets covering the event.

Finally, in the spirit of a winning combination between territory promotion and food and wine tradition, the concluding day was enriched by convivial moments, with a tasting of local typical products offered by ten excellence companies from the territory, curated by BTM Gusto coordinated by Michele Bruno.

Margherita Sarli, General Director APT Basilicata: "Experience is one of the main motivations for travel, and the BTM format aims precisely at this: creating opportunities for meeting with the territory, fostering relationships between people that transform into B2B exchanges and a direct knowledge of the opportunities present in the territory. As APT, we chose to support this format following a grassroots push from this area of the region — the Metapontino coast. A choice that we believe is consistent with the initiatives that, for this year, we have decided to activate, precisely in reference to the Jonica coast, which has always recorded significant numbers in terms of attendance, especially in the summer season. I must say that I am satisfied with the enthusiasm we are perceiving. It is not yet the time for assessments, but certainly initiatives like this represent an important opportunity to address themes very close to us, such as nature and biodiversity. Evoking the desire to come to Basilicata through various motivations is, in my opinion, fundamental. After all, our work is this: to inform, facilitate meetings, develop the product, and communicate it. In this sense, I believe that BTM has been an excellent tool to do so."

Nevio D’Arpa, CEO & Founder BTM Italia: “I am extremely satisfied with the result achieved. This initiative, supported by APT — which I sincerely thank — has fully achieved its goal: to enhance a territory that is still authentic, rich in beauty, culture, and hospitality. The response from international buyers was extraordinary, who particularly appreciated the fam trip, a precious opportunity to experience authentic and profound experiences firsthand. The enthusiasm expressed by the participants confirms the high tourism potential of this destination. We also found the same enthusiasm among the numerous sellers present at the B2B sessions. The networking was intense and of high quality, generating strategic contacts that lay solid foundations for future collaborations and the development of concrete incoming tourist flows. BTM, with its InterAzioni, confirms itself as an effective facilitator of professional meetings and a credible promoter of Italian excellences in international markets. We will continue to work with passion so that territories like this find the space they deserve in the global tourism landscape.”