The Association of Italian Historical Trademarks at GovTech Forum 25

On March 13, 2025,Association of Italian Historical Trademarks participated in the GovTech Forum, a multi-stakeholder platform for the international community of public system innovators, contributing to the debate on the future of tourism and Made in Italy. The Director, Rocco Orefice, took part in the working group “Local Economies: tourism and Made in Italy”, emphasizing the importance of more coordinated governance to enhance industrial tourism and Italy’s cultural and productive heritage.

The meeting was moderated by Maurizio Trezzi (IULM), with Michele Pianetta (ANCI Piemonte) in the role of Co-Chair and facilitation by Simone de Battisti (Feel). The panel featured experts, institutions and business representatives, including: Saverio Mucci (MasterCard), Sara Coletti Moglia (YesMilano), Giovanna Mavellia (Confcommercio Lombardia), Michele Sebastiano Barca (Regione Lombardia) Barbara Foglia (MUMAC Museimpresa), Bianca Bronzino (ARET – Pugliapromozione), Adriana Defina (Geniux), Alessio Pisa (Instilla) and Carlo Bianchessi (Regione Lombardia).

Italy boasts numerous initiatives to promote its territory and historical excellence, but the fragmentation of efforts risks reducing their effectiveness. To address this challenge, the Association presented the Tourist and Cultural Circuits project, an initiative that aims to create thematic itineraries by linking Historical Trademarks and Enterprise Museums, enhancing the supply chains of Made in Italy. The integration of digital technologies will enable immersive experiences for visitors, generating new opportunities for local businesses.

From the discussion emerged the need for a national direction capable of fostering public-private synergies, transforming industrial tourism into an engine of sustainable development. A stimulating debate that opens new horizons for the enhancement of our industrial and cultural heritage.