Italian Icons, Destination Italia SpA
This article was originally published in Italian in Panorama on 28th August 2025.
Please note that this is a courtesy translation of the Italian language article originally published in the Panorama Magazine Issue at: https://www.panorama.it/attualita/economia/italian-icons-destination-italia-spa
The “Italian Icons” series showcases individuals who have successfully brought Italian excellence beyond national borders, building bridges with strategic markets such as China.
In this edition, we meet Secondina Giulia Ravera, founder, Chairwoman, and CEO of Destination Italia, the largest Italian TravelTech company dedicated to high-quality inbound tourism. Founded in 2018, Destination Italia promotes authentic and sustainable experiences, highlighting Italy’s small towns and inland regions.
An electronics engineer educated at Politecnico di Torino, with an MBA from INSEAD in Fontainebleau, Ravera began her career at McKinsey & Co, before leading companies such as 3 Italia-H3G and Wind Tre, overseeing major operations including the merger of Wind and H3G.
Alongside her entrepreneurial career, she serves on the boards of Reply, Polo del Gusto, Il Sole 24 Ore, and Fincantieri, and is recognized for her commitment to innovation and regional development.
We spoke with her about the recent opening of Destination Italia’s new office in Shanghai, which joins the company’s locations in New York and London, the prospects for high-end tourism, and the role Italy can play in welcoming Chinese travellers seeking authentic experiences.
1. Why did Destination Italia decide to open a branch in China, and what does this decision mean for your global strategy?
The opening of the Shanghai Commercial Office in the People’s Republic of China reflects our commitment to establishing a direct presence in the Asia-Pacific high-end tourism market.
This strategic move is part of our international expansion plan, aimed at promoting Italy’s artistic, cultural, natural, and gastronomic heritage abroad. We create tailor-made journeys offering unique and authentic experiences unavailable elsewhere in the world. This approach is supported by an advanced technology platform that streamlines the design of tourism products, continuously improving them through generative AI algorithms and leveraging a vast dataset accumulated from 20 years of Group experience.
Once designed, these products are distributed globally, with particular attention to markets where Destination Italia establishes local offices that are fully integrated with the socio-economic context.
Following the success of our U.S. subsidiary in New York, a benchmark for the American market, the Shanghai office marks the beginning of a new phase of direct engagement with the Chinese market—likely the one with the highest potential for growth in international tourism.
This presence in the heart of the APAC region, where we have high development expectations, represents a milestone aligned with our vision for the future: to become a global leader in inbound tourism, offering multi-tier, multi-channel, and multi-country services, while generating measurable and sustainable value for all stakeholders.
Chinese culture teaches that success is built through long-term planning, perseverance, quiet diligence, patience, and the ability to create synergy. We are also proud and grateful to have strategic partners such as Intesa Sanpaolo and Italian institutions supporting our international growth journey.
2. How do you assess the potential of the Chinese luxury tourism market and the demand for high-end Italian travel services?
The true essence of luxury tourism is measured not only by spending capacity but by its uniqueness and the unforgettable experiences it provides.
It represents a deep engagement with culture, an authentic connection with nature and art, and an exclusive, personalized journey crafted for each traveller.
Italy, with its extraordinary historical heritage, numerous UNESCO sites, and unmatched natural beauty, is an ideal destination for refined, authentic, and culturally rich experiences.
Today, high-net-worth Chinese travellers increasingly seek personalized itineraries, access to rare locations, and genuine interactions with local cultures. They no longer settle for superficial tourism—they want unique, intimate, and meaningful experiences.
This mission defines Destination Italia’s business model, leveraging over twenty years of experience and a robust network of local partners to deliver truly authentic and memorable journeys to Chinese clients.
3. What cultural differences or habits have you observed in working with Chinese clients and partners, and how has your company adapted to build effective relationships?
Communication in Chinese is our top priority in serving the market. Eliminating language barriers is essential, and we focus heavily on this aspect. Our team, composed entirely of native Chinese speakers, handles every operational stage—from consulting and sales to trip management and post-travel support—ensuring smooth, timely, and professional communication and a stress-free experience for clients.
Responsiveness is key to earning and maintaining the trust of Chinese travelers. Understanding the market’s high expectations for efficiency, we have developed streamlined operational workflows and an immediate-response system capable of addressing requests promptly. With nearly twenty years of experience in Italy, we know how to create truly “unique and rare” experiences.
Compared to standard tourism offerings, discerning Chinese clients seek authentic, exclusive, and highly personalized experiences. This is where our competitive advantage lies. Thanks to our long-standing presence and strong network of local experts, we design tailor-made itineraries in Italy with privileged access to locations, resources, and activities that are rarely available, resulting in unforgettable and unreplicable journeys.
4. What unique preferences or requirements do Chinese clients have for bespoke travel experiences, and how does Destination Italia meet them?
The Chinese market represents an extraordinary strategic opportunity.
Chinese travellers are increasingly moving away from conventional tourist destinations, showing growing interest in authentic, personalized, and culturally meaningful experiences.
Activities such as winery tours, boutique visits, mosaic workshops, truffle hunting, painting restoration sessions, and many others are highly sought after.
Clients often do not arrive with a fixed itinerary—this is where our expertise becomes critical. With a solid network of local resources, we craft tailor-made proposals perfectly aligned with each traveller’s tastes, passions, and expectations.
There is also increasing demand for high-end exclusive experiences, from private after-hours visits to the Vatican Museums or Uffizi Gallery, to access to locations usually closed to the public. These experiences are designed for travellers seeking intimate, privileged, and off-the-beaten-path journeys in Italy.
In addition to bespoke tourism, we see growing requests for institutional and business exchanges. Leveraging our two decades of experience, we offer professional and reliable support to facilitate relationships between Chinese and Italian institutions and companies, promoting high-value meetings, visits, and collaborations.
5. How do Italian aesthetics and design culture influence the travel experiences offered to Chinese clients?
Chinese tourists view Made in Italy as a symbol of status, authenticity, and craftsmanship. During their trips, they seek high-end fashion and accessories, interior design and furnishings, and premium food and wine products—all experienced as immersive moments, including personalized pop-up stores, boutique events, and brand storytelling highlighting product origins. Increasingly, traveling in Italy is experienced as a combination of emotions, products, and Italian cultural identity.
6. Looking ahead, what practical advice would you give investors regarding Italy-China cooperation?
China is among the largest outbound markets globally, with very high demand for high-end European experiences. Strategic sectors to focus on include luxury tourism and Made in Italy products, building authentic relationships, investing in intercultural training, and local talent development, supported by Italian professionals and institutions on-site.
The unpredictability of global economic developments requires investors to maintain a broad geopolitical perspective, seeing Asia (particularly China) as a necessary balance to avoid over-concentration in markets with economic complexities (e.g., USA, parts of Europe, Latin America) or regions affected by war and political instability (Middle East, Russia).
By: Avv. Carlo D’Andrea, National Vice President of the European Union Chamber of Commerce in China and Chairman of the Board of the Shanghai Chapter, Founder and Managing Partner of D’Andrea & Partners Legal Counsel
