The first edition of the FAITA Marche Open Air Conference 2026 took place on 13 April in Cupra Marittima, Italy, marking an important milestone for open-air tourism in the Central Adriatic. More than just a meeting, it represented a moment of convergence between businesses, institutions and industry operators, all called upon to engage in a shared reflection on how to steer a sector undergoing rapid transformation.
The opening session immediately set the tone of the event: alongside the Mayor Alessio Piersimoni and the President of the Province of Ascoli Piceno Fabio Salvi, contributions came from Massimiliano Polacco, Director General of Confcommercio Marche and Marche Centrali, and Marco Sperapani, National Director of FAITA Federcamping. This cross-sector presence highlighted how dialogue between the public and private sectors is no longer optional, but an essential condition.
At the core of the conference was a discussion of the key issues reshaping the sector: rapidly evolving markets, increasingly demanding guests, accommodation facilities in need of renewal, and a now tangible generational transition. One shared awareness clearly emerged: change cannot simply be followed – it must be managed.
Among the most dynamic moments were the participation of Teamwork Hospitality, which offered insights into development strategies, and two talk shows that animated the afternoon. “Digital strategies and new trends” highlighted the growing importance of communication and web marketing, while “Positive change” gave the floor directly to entrepreneurs, presenting real examples of how the open-air model is evolving across Marche, Abruzzo and Lazio.
The words of FAITA Marche President Milva Ricci captured the most authentic spirit of the initiative:
“The feeling accompanying the conclusion of this day is one of gratitude. My sincere thanks go to the FAITA Marche board, to everyone who believed in this project, and to colleagues from Abruzzo, Molise, Lazio and Emilia-Romagna, whose presence and contribution made this event a genuine opportunity for dialogue, exchange and shared growth.”
The message that emerged is clear: open-air tourism is no longer an “alternative” segment, but a mature, competitive sector that is becoming increasingly central within tourism strategies. It is a growing industry that, at the same time, requires targeted investment in quality, innovation and the ability to interpret new travel behaviours.
Within this context, the Marche region plays a significant role. The strength of its landscapes, the diversity of its offer and its widespread cultural heritage provide a solid foundation on which to build further development. The data confirms this trend: in 2025, domestic arrivals increased by 7.18% and overnight stays by 11.32%, while international markets recorded even stronger growth, with increases of 11.32% in arrivals and 16.95% in overnight stays.
The Marche region continues to demonstrate strong potential as a tourist destination. Digital tools for promotion and sector representation are also playing an increasingly important role, as evidenced by the reference platforms developed by FAITA Marche, including faitamarche.it and www.campeggivillaggimarche.it, designed to enhance the visibility of the region’s open-air offering and facilitate dialogue with the market.
The FAITA Marche Open Air Conference 2026 therefore concluded with a tangible outcome: bringing together different stakeholders around the same table, united by a common objective. More than an event, it marked the beginning of a shared path – and, above all, confirmed that the future of open-air tourism in the Central Adriatic depends on the ability to work as a system.
Photo: the FAITA Marche team responsible for organising the event
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