Gianfranco Battisti proposes integrated strategy for Italian tourism

Gianfranco Battisti, CEO of GESAP (Palermo Airport), outlined a strategic vision for Italian tourism during a panel in Rome at Montecitorio. He emphasized that the challenge for the sector lies in transforming Italy’s natural attraction into greater economic value, quality, and territorial development through improved international connectivity and accessibility.

Battisti argued that airports should no longer be viewed merely as transit points but as integral parts of a destination. He advocated for a shift from measuring success by passenger volume to focusing on value, including factors such as length of stay, spending capacity, and the seasonal distribution of tourism flows. To remain competitive, he suggested that various stakeholders—including airlines, institutions, the hotel industry, and local culture and food sectors—must work together as a unified ecosystem to overcome industry fragmentation.