A destination recognised for the quality of its hospitality, its ability to offer authentic experiences and a tourism reputation among the highest levels: these are some of the key elements that emerged during the conference “The tourism reputation of the Larian area – A journey through visitors’ experiences”, promoted by the Chamber of Commerce of Como-Lecco and hosted at Lariofiere on 7 July 2026.
The analysis of the data provided a positive picture: the Larian area confirms its strong appeal, with visitors particularly appreciating the hospitality system, the experiences connected to the territory and the ability of Lake Como to offer high-quality stays.
The event was opened by Giuseppe Rasella, Vice President of the Chamber of Commerce of Como-Lecco, who highlighted how tourism is a constantly evolving phenomenon. Visitor profiles are changing, short-term rentals are growing and travel habits are shifting: factors that make continuous data analysis essential to understand market transformations and consolidate the strengths that have made Lake Como one of the most appreciated destinations internationally.
Fabio Dadati: “Data must guide our choices”
Among the speakers was Fabio Dadati, Member of the Executive Board of the Chamber of Commerce of Como-Lecco and newly appointed President of Confcommercio Lecco, who focused on the importance of going beyond simple numerical data.
“Too often we limit ourselves to looking at figures without truly interpreting them. Instead, it is precisely from data analysis that decisions for the future of our territory must emerge,” he stressed.
According to Dadati, 2025 represents a particularly significant year: after the strong growth recorded in recent years, tourism on Lake Como is entering a consolidation phase at already very high levels, confirming the destination’s attractiveness and the ability of the Larian tourism system to respond to growing international demand.
Precisely because the area now enjoys such a strong reputation, the new challenge is to better distribute tourist flows and enhance the many lesser-known destinations throughout the Larian area.
Today, a large share of visitors is concentrated in the lake’s most famous towns, such as Bellagio, Varenna and Menaggio, creating clear pressure points during peak periods. According to Dadati, the challenge is to promote other areas as well, highlighting destinations that are less crowded but rich in authenticity and development potential, such as Malgrate and many other locations across the Larian territory.
To achieve this goal, a study has also been launched to divide the area into homogeneous zones, allowing a better understanding of their characteristics, needs and development opportunities.
Increasingly authentic tourism
Andrea Camesasca, President of the Tourism Bilateral Body of the Province of Como, also reiterated that data represents the starting point for any development strategy, beginning with the positive results achieved by the area in terms of hospitality quality and the ability to provide distinctive experiences.
“Without data, it is like driving on a motorway blindfolded,” he stated, highlighting the role of the Chamber of Commerce of Como-Lecco in supporting the economic growth of the territory.
Among the topics discussed was regenerative tourism: a model aimed at preserving local identity and avoiding the risk of transforming the area into a destination designed exclusively for mass tourism. The objective is to enhance traditions, unique characteristics and the authenticity of Lake Como, offering experiences that truly represent the territory.
Andrea Cattaneo, President of the Tourism Bilateral Body of the Province of Lecco, shared the same perspective, emphasising how data analysis helps understand visitor needs and guide the training of tourism professionals.
Every traveller has different expectations, and those working in hospitality must be able not only to provide accommodation, but also to tell the story of and promote the entire territory.
Reputation as a new tourism indicator
The picture provided by the IODAH analysis is highly positive: the Larian area achieved a reputation score of 85 points out of 100, confirming visitors’ very favourable perception of the destination.
The central part of the conference was dedicated to the presentation of data processed by the IODAH platform, presented by Fabio Primerano, President of Federalberghi Lombardia.
The message is clear: today, online reputation has become one of the main decision-making factors when choosing a destination or accommodation facility.
Reviews play a decisive role in the purchasing process: with the same price and services, a hotel with a better reputation is chosen almost four times more often than one with lower ratings. Furthermore, 76% of travellers say they are willing to pay a higher price in order to stay in a property with an excellent reputation.
The Larian area achieves positive results
Using artificial intelligence, IODAH analyses more than 6,500 tourism operators in the Larian area, collecting data from the main booking and review platforms.
The overall picture is that of a territory capable of combining scenic beauty, service quality and the ability to create memorable experiences for visitors.
The reputation score of the Larian area reaches 85 points out of 100, showing growth compared with 2025.
The strongest element is accommodation, which achieved a score of 88.3 points, confirming the high quality of hospitality provided by local establishments.
This is followed by attractions and territorial experiences with 86.5 points, highlighting strong appreciation for activities connected with discovering the landscape, culture and outdoor opportunities.
The food and wine sector achieved a lower score of 78.5 points, indicating room for improvement, particularly regarding service quality and value for money.
The analysis also shows that experiences closely connected to the territory – such as excursions, outdoor activities, itineraries and authentic local experiences – are those most appreciated by visitors.
Data to design the future
The platform also makes it possible to analyse tourist origins, travel group composition, online behaviour, booking trends and even the impact of content published by media outlets and digital creators on Lake Como’s reputation.
Among the emerging trends is the growing importance of last-minute bookings, a phenomenon that has become increasingly evident compared with previous years.
These insights provide valuable information to anticipate market developments and support more informed decision-making.
A tool for the entire territory
The conference highlighted how the future of tourism can no longer rely solely on intuition.
Correctly interpreting data means understanding what makes the territory competitive, consolidating the quality achieved and identifying new growth opportunities.
The Larian area therefore starts from a strong foundation: a high reputation, a recognised hospitality system and a wealth of experiences capable of attracting visitors increasingly interested in quality and authenticity.
The challenge for the future will be to transform these strengths into balanced and sustainable growth across the entire territory.
A journey that, as Fabio Dadati emphasised, requires the ability to read the present in order to shape the future, enhancing not only the best-known destinations but the entire heritage of Lake Como, so that growth, quality and authenticity can progress together.
