Reflections from the International Tourism Forum – Milan, 23–24 January 2026
The 3rd International Tourism Forum, held in Milan on 23–24 January 2026 and organised under the auspices of the Italian Ministry of Tourism, offered an important opportunity to reflect on how tourism policy is being shaped for the coming decade. The Forum, strongly supported by the vision of Minister of Tourism Daniela Santanchè, highlighted the need for a more structured, long-term approach to tourism as a strategic pillar of national development.
Within this institutional context, the contribution of the Skål Roma Think Tank demonstrated how Skål Clubs can actively and constructively support public decision-making, bringing professional insight, operational experience, and international perspective into policy discussions.
From dialogue to contribution
The Forum was conceived not only as a platform for dialogue, but as a space for concrete contributions. The reflections shared by the Skål Roma Think Tank aligned closely with the strategic framework outlined by the Ministry of Tourism, particularly in recognising tourism as a fully-fledged industry, central to economic growth, employment, and territorial cohesion.
Rather than theoretical positioning, the contribution focused on practical realities: business structure, workforce challenges, sustainability, access to finance, and the need for administrative efficiency. These are areas where tourism professionals, represented within Skål Clubs, hold valuable knowledge that can meaningfully inform institutional strategies.
Why institutional engagement matters for Skål Clubs
Tourism policies increasingly influence every dimension of the industry—from labour regulation and education to sustainability standards, digital transformation, and destination management. For Skål members, these policies are not abstract frameworks; they directly shape the environment in which businesses operate.
Engaging with institutions—ministries, regional authorities, municipalities, and tourism bodies—allows Skål Clubs to move beyond advocacy and become trusted contributors to policy design. The experience of the Skål Roma Think Tank shows that institutions welcome input when it is professional, forward-looking, and aligned with broader public objectives.
Tourism as a strategic industry: a shared vision
One of the strongest messages emerging from the Forum, and echoed by Minister Santanchè’s strategic outlook, is the recognition of tourism as an industry requiring coherent, long-term policies. Supporting business aggregation, improving job attractiveness, encouraging innovation, and ensuring sustainable growth are not isolated goals—they form a systemic approach to strengthening the sector.
Skål Clubs are uniquely positioned to support this vision. Their blend of local expertise and global connectivity enables them to act as bridges between the private sector and public institutions, ensuring that policies are grounded in real-world experience while remaining aligned with national and European priorities.
A call to action for the Skål network
The Milan Forum sends a clear message to the wider Skål community: active institutional engagement is no longer optional. Participation in policy discussions, advisory forums, and institutional initiatives is becoming an essential component of Skål’s role as a professional tourism network.
This engagement is not political. It is professional, constructive, and future-oriented. By offering insights that benefit both the industry and society, Skål Clubs can help shape tourism policies that are more effective, more sustainable, and more responsive to the needs of destinations and professionals.
Building the future together
The contribution of the Skål Roma Think Tank at a forum organised by the Ministry of Tourism, under the leadership of Minister Daniela Santanchè, illustrates the impact that organised professional insight can have when it enters institutional dialogue.
For Skål, this represents a clear path forward: engaging proactively with institutions, sharing expertise responsibly, and contributing to the definition of tourism policies that will shape the industry for the next generation.
In doing so, Skål reinforces its role not only as a network of professionals doing business among friends, but as a credible partner in building the future of tourism.
