Italy’s 20 Regions Keep Luxury Travellers Coming Back

Andrea Grisdale, Founder and CEO of IC Bellagio, has highlighted the growing importance of personalised luxury travel, community engagement and responsible tourism during an exclusive interview with a Travel And Tour World (TTW) Correspondent Caterina Bruno at the World Travel & Tourism Council (WTTC) Global Summit in Malta.

Discussing Italy’s appeal as a luxury destination, the changing expectations of international travellers and the opportunities facing the Mediterranean tourism industry, Grisdale emphasised that meaningful travel experiences depend on authentic local connections, strong industry partnerships and a commitment to improving lives through tourism.

She also discussed the role of small and medium-sized enterprises (SMEs), the importance of collaboration and the need for the tourism industry to communicate its economic and social contributions more effectively.

IC Bellagio Promotes Personalised Luxury Experiences Across Italy’s 20 Regions

Based in Bellagio on Lake Como, IC Bellagio operates as a luxury destination management company (DMC), creating tailored travel experiences throughout Italy.

Grisdale described her company’s work as an opportunity to introduce international visitors to the country’s remarkable regional diversity.

“We have the best job in the world because we get to sell Italy each and every day,” she told the TTW Correspondent.

She explained that Italy’s 20 regions offer distinct cultural identities, landscapes, cuisines and experiences, encouraging travellers to return repeatedly to discover different parts of the country.

Rather than offering standardised itineraries, IC Bellagio works closely with travellers and their travel advisers to understand individual interests and expectations before developing personalised journeys.

The company carefully selects local guides, drivers and experiences, including cooking activities and hiking excursions, to ensure that each itinerary reflects the traveller’s preferences.

This approach illustrates the increasing importance of personalisation within luxury tourism, where travellers seek experiences that connect them with destinations beyond conventional sightseeing.

Community Engagement Remains Central to IC Bellagio’s Tourism Philosophy

During the interview, Grisdale emphasised that the company’s mission extends beyond delivering exceptional holidays.

She explained that IC Bellagio aims to create a positive impact on travellers, travel advisers, employees and the local communities involved in its operations.

“After all, if we have happy locals, we’re definitely going to have happy travellers,” Grisdale said.

The company’s four core values are caring, doing the right thing, continuous improvement and community.

According to Grisdale, these principles influence the company’s relationships with its employees, tourism partners and local suppliers throughout Italy.

She stressed that successful tourism businesses should recognise the collective contributions of their teams and wider communities rather than focusing solely on individual achievements.

Her comments underline the importance of community participation in sustainable destination development, particularly as travellers increasingly seek authentic experiences involving local people, traditions and businesses.

WTTC Global Summit in Malta Creates Opportunities for Tourism Collaboration

Reflecting on her experience at the WTTC Global Summit, Grisdale praised Malta as both a tourism destination and a meeting point for international industry leaders.

The visit marked her first experience of the Mediterranean island nation, which she described as a destination she would like to explore again on holiday.

Beyond Malta’s attractions, Grisdale highlighted the summit’s industry discussions and networking opportunities.

She said the event provided a valuable platform for exchanging ideas, strengthening professional relationships and discussing practical solutions to challenges affecting the global travel industry.

The summit also enabled her to share developments concerning Together in Travel, an initiative associated with WTTC that focuses on supporting small and medium-sized tourism businesses.

Together in Travel Initiative Highlights the Importance of Tourism SMEs

Grisdale discussed her involvement with Together in Travel, explaining that she serves as Vice-Chair of the initiative.

During the summit, she joined its Founding Chair, Matthew Upchurch, to provide an update on the project and its importance for SMEs operating across the global tourism sector.

She also highlighted a planned roundtable discussion bringing together industry representatives to explore ways of making a meaningful difference to smaller tourism businesses.

Small and medium-sized enterprises play an important role in the tourism economy, supporting accommodation, destination experiences, transport, guiding services and other visitor activities.

For many destinations, these businesses also provide essential links between international tourism demand and local communities.

Grisdale’s remarks positioned collaboration, knowledge-sharing and collective action as important elements in helping tourism enterprises navigate industry challenges and identify opportunities for development.

Tourism Challenges Can Become Opportunities Through Industry Cooperation

When asked about the major challenges and opportunities facing tourism, Grisdale presented an optimistic outlook.

She explained that she prefers to view challenges as opportunities, particularly when industry stakeholders are willing to exchange experiences and work together.

The WTTC gathering in Malta, she suggested, demonstrated the value of bringing tourism professionals together to discuss shared priorities.

Her perspective emphasised that cooperation across businesses, destinations and industry organisations can help create a stronger foundation for tourism’s future.

Rather than identifying a single challenge as the industry’s defining concern, Grisdale focused on the importance of a collaborative approach to addressing changing market conditions.

Tourism Industry Must Communicate Its Economic and Social Value More Effectively

Discussing the relationship between sustainability, economic development and entrepreneurship, Grisdale called for stronger communication about tourism’s wider contributions.

She argued that the industry needs to do more to explain the professional opportunities it creates and the positive influence it can have on people’s lives.

Tourism provides career pathways across hospitality, destination management, transportation, cultural experiences and many other services.

However, Grisdale suggested that its broader social and economic significance is not always communicated effectively.

For her, improving public understanding of the sector should be a fundamental priority.

She believes that demonstrating how tourism supports individuals and communities can help establish a stronger basis for responsible industry development.

Her comments also reinforced the importance of recognising tourism as a people-centred industry, where commercial success and community well-being are closely connected.

Future Tourism Investment Must Begin With Clear Business Objectives

Asked about future tourism markets and potential investment opportunities, Grisdale explained that successful investment decisions depend on the objectives of individual businesses.

She noted that the most appropriate markets vary according to the type of tourism company, its target customers and its commercial priorities.

Rather than identifying one destination or region as the most attractive investment opportunity, she recommended that businesses begin by establishing clear goals.

Understanding the intended customer base, market positioning and desired outcomes can help tourism companies make more informed investment decisions.

Her comments offered a practical perspective on tourism entrepreneurship, emphasising strategic clarity over broad assumptions about emerging markets.

Malta and the Mediterranean Have Strong Potential for Authentic Cultural Tourism

One of the interview’s central themes was the continuing appeal of Malta and the wider Mediterranean region.

Grisdale expressed strong confidence in the area’s ability to attract travellers seeking distinctive cultural experiences.

Recalling a visit to a Maltese olive farm, she described the opportunity to experience local agricultural traditions and sample regional cuisine as a memorable part of her trip.

The experience reinforced her belief that travellers increasingly value opportunities to connect with local communities and everyday lifestyles.

She explained that international visitors often travel long distances specifically to encounter something different from their experiences at home.

“No one is coming halfway across the world to find what they have back home,” Grisdale observed.

For Malta, this creates opportunities to develop tourism experiences centred on local food, agricultural heritage, cultural traditions and personal interactions with residents.

Such experiences can help destinations distinguish themselves in an increasingly competitive international tourism market.

Her observations also highlighted the potential of experiential tourism to connect visitor spending with local businesses and communities.

Authentic Experiences and Positive Community Impact Will Shape Luxury Tourism’s Future

Throughout the exclusive TTW interview, Grisdale returned to the importance of people in the tourism industry.

Whether discussing personalised Italian itineraries, support for tourism SMEs, responsible entrepreneurship or Malta’s cultural attractions, she consistently emphasised the value of meaningful relationships.

Her perspective suggests that the future of luxury tourism will depend not only on exceptional accommodation and premium services but also on the quality of travellers’ connections with destinations and local communities.

For IC Bellagio, this means continuing to develop personalised journeys across Italy while maintaining its commitment to community engagement and responsible business practices.

For the wider tourism industry, Grisdale’s message centred on collaboration, clearer communication and recognising tourism’s ability to create positive change.

The interview concluded with a strong endorsement of Malta’s tourism potential and the wider Mediterranean’s ability to deliver authentic experiences. As travellers increasingly seek meaningful cultural connections, Grisdale believes destinations that celebrate their communities, traditions and distinctive identities will have significant opportunities for future growth.