Across Europe, tourism institutions are becoming more influential — not only at the national level but also regionally and within the European Union itself. As strategies are debated and policies designed to guide the sector’s future, a fundamental question emerges:
Is Skål International at the table where decisions are made?
The experience of Skål Roma suggests that the answer can — and should — be yes. When a Club builds strong, consistent relationships with institutions, it is no longer seen merely as a social or networking organisation. It becomes a recognised stakeholder — like a hotel association or a tour operator federation — with a voice that is heard, respected, and sought out.
“When a Skål Club is recognised as a legitimate stakeholder by institutions, it becomes not only a point of reference for tourism policy — but a magnet for professionals who want to be part of that conversation.”
— Luigi Sciarra, President, Skål Roma
Skål Roma: A Case Study in Institutional Credibility
In recent months, Skål Roma has been invited to two of the most important national-level tourism events in Italy:
🏛️ 1. At the Senate of the Italian Republic
On 15 July 2025, Skål Roma was the main speaker at a press conference titled:
“Artificial Intelligence and Tourism: Skål Roma as a bridge between institutions, international companies, and industry professionals”
Held in the prestigious Sala Caduti di Nassirya, the event was promoted by Senator Gianni Berrino and featured participation from the Italian Minister of Tourism, members of Parliament, the President of ENIT (National Tourism Board), and regional tourism officials.
The focus: how AI is changing travel behaviour — especially for American tourists — and how Italy’s tourism system must adapt. Skål Roma not only contributed data and insights but also presented its newly elected Board, reaffirming the Club’s role as an institutional partner in Italy’s tourism ecosystem.
🏛️ 2. At the Italian Parliament – “Stati Generali del Turismo”
Shortly after, Skål Roma was invited again — this time to the Italian Parliament — to participate in the “General Assembly of Italian Tourism”, where long-term national strategies are debated and shaped. In a room full of associations, public authorities, and private operators, Skål Roma brought the voice of its members into the conversation.
These events not only strengthened the Club’s legitimacy, they also generated new member enrolments, showing how visibility leads directly to growth.
Looking Ahead: A New Riviera Corridor Between Italy and France
In the coming months, Skål Roma will celebrate the third anniversary of its twinning with Skål Nice Côte d’Azur, a Club equally active in institutional relations. The event will gather regional parliamentarians from both countries to discuss a visionary project:
A cross-border tourism corridor connecting the Italian and French Rivieras,
promoting shared cultural routes, sustainable mobility, and joint promotion.
This initiative will unite institutional stakeholders, businesses, and tourism professionals under a common goal: strengthening European tourism integration at the regional level, with Skål at the centre of the dialogue.
“Skål has always promoted friendship. But today, friendship means collaboration — and collaboration must include institutions.
That’s where the future of tourism is being shaped.”
— Luigi Sciarra, President, Skål Roma
A Model for Other Clubs — And a Call to Europe
Skål Roma is not alone in this approach. Skål Nice Côte d’Azur is already a recognised participant in events organised by French regional governments and industry institutions. These Clubs demonstrate that institutional relationships are not abstract diplomacy — they are concrete tools to support members, influence policy, and attract new generations of professionals.
At the continental level, as more tourism competence is delegated to the European Union, this becomes even more critical. The EU is:
- Producing tourism strategies and frameworks
- Defining ESG-aligned policy goals
- Setting new regulations for sustainability, mobility, and digital transformation
Skål must be recognised as a stakeholder in this space.
Not just by attending meetings, but by contributing expertise, data, and vision, as a community of professionals who work across all sectors of tourism, in every part of Europe and beyond.
Turning Visibility into Value
“Our commitment goes beyond friendship and sustainability,”
writes Vinicio Borsi, Vice President of Skål Roma.
“We are taking concrete steps to promote awareness and strategic vision across the tourism sector, in close collaboration with institutions and global industry leaders.”
It is no coincidence that both the Senate and Parliament events have already resulted in new member sign-ups. When professionals see Skål speaking with credibility — side by side with ministers, presidents, and CEOs — they understand its value.
Institutional engagement gives Clubs the visibility, voice, and authority that makes them not only relevant but essential.
