The evolution of tourism demand and experiential tourism. New tools for promotion and territorial marketing

The diffusion and competition conducted by low-cost airlines and platforms such as Airbnb, Booking.com, Expedia, Trivago, Kajak make the consumer able to compare prices of different types of accommodation, flights, car rentals and even sports, food and wine experiences and individual well-being. Moreover, thanks to the use of the Internet and such platforms, it is possible to obtain immediate statistical data. The objective of this contribution is to assess how tourism demand has evolved and how territorial marketing and communication in the digital age are going to experience profound changes through a geographical and territorial methodological framework in the tourism sector, proposing models and professional figures such as travel influencers who, through their experience, associate the narration of places with innovative tools and social media, arousing the interest and curiosity of touristtravelers in the choice of places and tourist regions. In this regard some examples will be reported and some experiences will be highlighted, so as to represent traditional and new tools of representation-promotion and communication in tourism.