Officina Turistica

Back from two intense days at the EHL HumanX Summit 2026 in Lausanne — ideas, inspiration, and one nagging question Italy really needs to answer.

Knew it was coming. Airbnb's Summer 2026 Release quietly rewires how listings are found, read and converted — and most hosts haven't noticed yet.

Festivals figured out that growth without carrying capacity is a trap. Tourism hasn't. Monti makes the case for dashboards over debate, tools over policy talk.

Every future-of-tourism report trots out robots and mind-reading hotel rooms. This one asks something sharper: who will own trust, data and the traveller relationship?

The ETC study says no European NTO has a formal AI strategy yet. So Mirko built a free self-assessment tool to help destinations figure out where they actually stand before deciding where to go.

The rhetorical pattern that outs AI in every piece of tourism marketing copy — and a practical file to fix it, before the AI that writes your content becomes the AI that ignores you.

"Hybrid hospitality" has become an umbrella term that covers everything and explains nothing. Time to take it apart and figure out what we're really talking about.

How to set up Claude for a destination — Projects, Skills, Connectors, autonomous agents and chatbots. Long post: get comfortable.

From a tweet to a Guinness price index: Mirko Lalli's keynote at DestinationLab 2026 on why DMOs that don't speak the language of machines are already invisible.

Kayak says AI users are ten times less likely to search with fixed dates or a destination. That's not a tech footnote — it's a shift in how travel desire actually works.

Eighteen months of conversations with destinations, hotel groups and tour operators asking "where do I start?" — so Mirko Lalli built the answer: a free, no-fluff web book on AI in tourism.