San Gimignano: Paving the Way for the Future of Tourism with Data
November 12, 2025 – 5:00 CET

Speakers:

• Andrea Marrucci, Mayor of San Gimignano
• Damiano Meola, Marketing Director – The Data Appeal Company
• Martina Tabani, Sales Manager – The Data Appeal Company

Only registered participants will receive the event recording.

Please note: The event will be conducted in Italian, but translation services will be provided.

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How to manage over three million tourists per year with data, concrete action, and foresight

For a destination, truly understanding tourists is the first step towards building a strategy that genuinely works: efficient and free from bias.

What are the preferences of visitors to a destination? Where do the flows come from? How does spending vary by season or market of origin? 

San Gimignano, a UNESCO World Heritage site and a popular international destination in Tuscany (Italy), has embarked on an innovative journey based on the analysis of sentiment, OTA bookings, spending habits, and online reputation. 

A village of approximately 7,400 inhabitants that welcomes over 3.5 million people each year is today one of the greatest success stories in managing and organising the tourist experience.

In this webinar, Mayor Andrea Marrucci will explain how the town of towers has fully leveraged the power of data to:

• Better distribute tourist flows throughout the year
• Reduce the issue of “day-tripper” tourism
• Improve overall experience even during high season
• Collaborate and coordinate with stakeholders
• Promote the whole area, not only the historical center
• Enhance the experience for both tourists and locals
• Establish itself as a global model of innovation

A concrete case study demonstrating how data can guide more informed and effective decisions for destinations, DMOs, and local authorities.