About VIA

Mission

VIA Forum recognizes the importance of regional tourism on the local economies in both emerging regional destinations and one of the world’s most beautiful and popular destinations, Italy. It exists as a forum for a community of destinations and hospitality professionals and ambassadors who seek to assist regional travelers, including geo-tourists in discovering the splendor of the world they inhabit~

● building a virtual community that allows professionals to share best practices and ideas through education, communication and interaction with each other.
●developing joint ventures that allow all parties to benefit from the expertise of their fellow members.
●assisting the local population in revising their mindset to be open to their roles in fostering regional tourism through public relations and marketing.
●encouraging the traveler to both experience the lifestyle of the region and sustain its resources for future generations.

History

Viva Italia America was formed in 2009 as a LinkedIn group for professionals from North America and Europe who are interested in furthering business and professional ties between regions of Italy and America. This professional group, centered around the destinations and hospitality industries, has developed into a community of destination managers, marketing professionals, educators, tour operators and agricultural destinations working to develop joint ventures that promote their and cultural heritage.

Why?

Once upon a time a land formed that captured the senses of what humans can attain on earth. We call it Italy. Here the human spirit can learn to soar. Its rich soil, verdant landscapes, earthy tastes and robust lifestyle are the true foods from above.

Such a place! The world wanted to come to stay. First the Greeks. Others followed. It got just a little too crowded. A new experiment! Rome tried to take the lifestyle to the world. It fell. But the land prevailed.

Then the aristocracy came to play! And what a playground! The ARTS, the CULTURE, the FOOD, the WINE … the PEOPLE! Centuries after the land began, it remains one of the most beautiful destinations in the world.

Time continues… the PEOPLE migrate. The world benefits. The mindset of the Italian people that welcomed travelers to their warm land is rooted in hospitality. Go to any major American city and you will find an Italian community. Chances are that you will be welcomed for dining, arts and festivals. Regardless of the climate, you will find the same earthiness, warmth and joy in the daily lives of the families.

Our lives have changed. The economy, shortage of resources, and most affectively, lack of time itself have led to all of us going on the Grand Tour. Many will experience a virtual world through television and the internet. Others may only get the abbreviated tour once in a lifetime. There will always be the few fortunate who make annual pilgrimages.

But for many… indeed, for most – the reality is short visits to regions that are near to work and home.

Why Regional Travel?

Regional tourism is the fastest growing segment of the industry, expected to expand significantly in the next decade in both the US and Europe.

Business meetings, incentive travel, conventions and exhibits (MICE) are increasingly looking toward regional destinations due to cost, convenience and sustainability.

Business travelers outspend leisure travelers by more than double when visiting a region.

Regions and urban areas are recognizing that travel and hospitality will account for a major portion of their budgets.

Competition for business contracts means that attractions and hospitality resources that make the stay more enjoyable for the visitor will be a deciding factor for organizers.
Technology and social media now provides easy and inexpensive ways to connect with visitors prior to their stay, encouraging visitors to extend their visits.

Geotourism has huge potential for many regions on both continents and needs to be promoted to both regional travelers and the local population to gain traction.

Issues addressed through geotourism include:

• Sustainability of environmental resources in highly traveled areas and emerging destinations

• Empowerment of the local workforce through education, training and funding

• Interaction between the visitors and the local population pertaining to cultural awareness and amenities

• Corporate social responsibility is increasingly impacting decisions concerning travel for businesses in Europe and the Americas.