Dr. Ferrara, you are currently a member of the Tourism Section board. In what ways do you believe Basilicata, as your region of origin, has influenced your professional path and entrepreneurial vision?
弗拉雷拉博士，您目前是巴西利卡塔青年工业联合会（Giovani Confindustria Basilicata）副主席，同时也是旅游分会董事会成员。您认为，作为您的家乡，巴西利卡塔在何种程度上影响了您的职业发展和创业理念？
Basilicata is a unique land, both for its peculiarities and the many challenges it faces. When I returned, after my experiences studying and working in Italy and abroad, I found myself thrust into a reality completely different from what I had imagined. The bureaucracy—and above all the mindset—was far from my vision of tourism. Businesses were just surviving, and few dared to invest. The first few years were truly challenging: we worked both structurally and mentally with people. The beach was seen only as a moment of leisure, offering nothing beyond umbrellas and sunbeds. We created a different way of experiencing tourism and the sea. We built a facility that could welcome, excite, and create loyalty. Today, we are an Italian reality that reflects the true mood of a beach club. In fact, Sabbia D’oro has become a benchmark for industry entrepreneurship and, above all, a case study for young students. We gave a soul to those beaches that were once a blank canvas.
巴西利卡塔是一片独特的土地，无论是其特殊性，还是所面临的诸多挑战。经过在意大利和海外的学习与工作经历后，当我回到家乡时，发现自己被置身于一个完全不同于想象的现实之中。官僚体制——更重要的是人们的思维模式——与我对旅游的设想相距甚远。当地企业只是勉强维持运转，鲜有人敢于投资。最初的几年非常艰难：我们不仅在结构上进行改进，也在观念上与人们一起努力。过去，人们只把海滩视为休闲的场所，除了遮阳伞和躺椅别无他物。我们创造了一种全新的旅游和海滨体验方式。我们建立了一个能够接待客人、带来愉悦体验并培养忠诚度的场所。如今，我们已经成为体现真正海滩俱乐部氛围的意大利实体。事实上，Sabbia D’oro 已经成为行业创业的标杆，更是年轻学生的研究案例。我们为那些曾经是一片空白画布的海滩赋予了灵魂。
Indeed, you are also the Manager of Sabbia d’Oro Beach Club, recognized as “Best Beach” on multiple occasions between 2018 and 2025. Which strategic decisions were crucial to achieving and maintaining these results over time?
事实上，您还是 Sabbia D’Oro 海滩俱乐部的经理，该俱乐部在 2018 年至 2025 年间多次被评为“最佳海滩”。在实现并长期保持这些成绩的过程中，哪些战略决策起到了关键作用？
The Sabbia D’oro venture started long ago. My grandparents (Maria and Domenico) managed the beach with great dedication since the 1970s. Over the years, they made many sacrifices that allowed our family to maintain the concession. In the last nine years, with my return, we developed an innovative concept that proved to be successful. Each year, we enhanced services and visibility that our guests appreciated, showing great affection toward us. Being elected the best Italian beach club multiple times is certainly a source of satisfaction, but also a great responsibility. I believe the right formula has been focusing on guest loyalty, combined with structural improvements that gave prestige to the beach club. Maintaining high standards over the years is not easy, but by working with the team and believing in our projects, we achieved our goal. In the coming years, we have new initiatives that will allow our beach club to attract high-spending markets through the resort and spa center we plan to develop in a few years.
Sabbia D’oro 的事业起步已久。我的祖父母（Maria 和 Domenico）自上世纪七十年代起就以极大的热情管理着这片海滩。多年来，他们付出了许多牺牲，使我们家庭得以保有该经营权。在过去九年里，随着我的回归，我们开发了一个创新的概念，并取得了成功。每一年，我们都在提升服务和增加曝光度，这些努力得到了客人的认可，他们对我们表现出极大的喜爱。多次被评为意大利最佳海滩俱乐部，无疑令人欣慰，但同时也是一份巨大的责任。我认为成功的关键在于专注于顾客忠诚度，同时结合结构性改进，提升俱乐部的声望。多年来保持高标准并非易事，但通过团队合作和对项目的信念，我们实现了目标。在未来几年，我们还有新的计划，这些举措将使我们的海滩俱乐部通过我们计划在几年内建设的度假村和水疗中心吸引高消费市场。
Italian seaside tourism is often considered an excellence of Made in Italy. In your opinion, what makes it internationally competitive? And what are, in your view, the main challenges the Italian tourism sector will face in the coming years?
意大利的海滨旅游常被认为是“意大利制造”的卓越代表。您认为，是什么使其在国际上具有竞争力？在您看来，意大利旅游业在未来几年将面临的主要挑战有哪些？
When it comes to Italy, the world is always amazed. From a historical, cultural, geographic, and especially gastronomic perspective, Italy has exceptional value. Foreigners fall in love with our monuments, food, and hospitality. The offerings in Italy cannot be found anywhere else. Here, the sea, the mountains, the landscapes, and monuments blend perfectly, to the point of coining the term “Dolce Vita,” just like in Fellini’s film. The brand abroad has significant appeal, as evidenced by the highly sought-after destinations that are always fully booked, sometimes even reaching peaks of overtourism. Here in Basilicata, we recorded a 15% increase in foreign tourist flows, who come to spend their holidays discovering a region as unique as ours.
Matera, with its unique layout, makes vacations feel like a fairy tale, with landscapes resembling a nativity scene that, when illuminated at night, create an exclusive atmosphere. Italian beaches are the postcard of the Bel Paese, with establishments coloring the shore with their umbrellas. Each region has unique features, from the Amalfi Coast to Versilia, Romagna, and the islands of Sicily and Sardinia. Breathtaking landscapes that are hard to forget for those fortunate enough to visit.
Italian tourism is undoubtedly experiencing positive times, especially compared to the past few years, reflecting on the collapse during COVID. The rebound has been confirmed, and we expect increasingly encouraging numbers. In the future, I believe the main challenges will be to equalize infrastructure from North to South, ensuring tourists can comfortably visit every destination in our country. Among other things, the challenge of Mobility 5.0 and connected infrastructure would greatly benefit the territory.
谈到意大利，世界总是为之惊叹。无论是从历史、文化、地理，还是尤其是美食角度，意大利都具有非凡的价值。外国人会爱上我们的古迹、美食和热情好客。意大利所提供的体验在其他地方无可比拟。在这里，海洋、山脉、风景和古迹完美融合，甚至催生了“甜蜜生活”（Dolce Vita）这一说法，就像费里尼的电影中所描绘的那样。意大利的品牌在海外具有很强的吸引力，这从那些热门目的地总是爆满，甚至有时出现过度旅游的现象可见一斑。在巴西利卡塔，我们记录到外国游客流量增加了15%，他们来这里度假，探索像我们这样独一无二的地区。
马泰拉（Matera）以其独特的布局，使假期宛如童话般，景色如同耶稣诞生场景，夜晚灯光点亮时更营造出独特氛围。意大利的海滩是“美丽国度”的明信片，各个海滩设施用遮阳伞装点沙滩。每个地区都有独特特色，从阿马尔菲海岸到韦尔西利亚、罗马涅，以及西西里和撒丁岛的各大岛屿。壮丽的景色让有幸造访的人难以忘怀。
意大利旅游无疑正在经历积极的发展阶段，尤其是与过去几年相比，回顾疫情期间的低谷，反弹势头已得到确认，我们预计未来的数字将更加鼓舞人心。我认为，未来的主要挑战将是实现南北基础设施均衡，让游客能够舒适地访问全国的每一个目的地。此外，5.0 移动出行和互联基础设施的发展，也将极大地惠及本地旅游业和整体区域发展。
Throughout your career, you have received international recognition, including the “Best 40 Under 40” award in Istanbul. What value do these recognitions hold for you in the context of an entrepreneurial career? And, more generally, what role do you believe young entrepreneurs play today in the economic development of the region and the country?
在您的职业生涯中，您获得了多项国际认可，包括在伊斯坦布尔颁发的“最佳40位40岁以下企业家”奖。在创业生涯的背景下，这些荣誉对您意味着什么？更广泛地说，您认为当今年轻企业家在推动地区和国家经济发展中扮演怎样的角色？
I believe recognitions are always gratifying, but they are also the result of a career full of challenges. Things have not always been positive; I have faced very difficult moments, but my drive and desire to succeed pushed me to never stop. I think we should never focus on awards and recognitions, but rather have our minds set on realizing ideas, because that is where change happens. Many young people today are demoralized and unmotivated because they lack a willingness to make sacrifices.
One must be patient; time is the greatest training ground. To reach the top, you must sweat and scrape your knees. Negative moments and adversities are the prerequisite for success. In life, we don’t lose—we learn from mistakes. For this reason, I tell young people not to stop at anything; every experience is a concrete opportunity for growth and learning. Today, the difference, in my opinion, is made by willpower and a touch of daring. Young people must be put in the best conditions to express themselves and, above all, take responsibility. We must not risk turning these young people into the old generation of the future without ever having had the chance to express their ideas.
我认为，获得认可总是令人欣慰，但这些荣誉也是经历了充满挑战的职业生涯的结果。事情并非总是顺利，我也经历过非常艰难的时刻，但我的动力和成功的渴望促使我从未停下脚步。我认为，我们不应只关注奖项和荣誉，而应把精力集中在实现自己的想法上，因为正是在实现想法的过程中，变化才会发生。
如今，许多年轻人因缺乏牺牲精神而感到灰心和失去动力。我们必须有耐心，时间是最好的训练场。要登上顶峰，必须付出汗水，甚至会擦伤膝盖。消极时刻和逆境是成功的前提。在生活中，我们不是在失败，而是在从错误中学习。因此，我告诉年轻人，无论遇到什么都不要停下脚步，每一次经历都是成长和学习的实际机会。
在我看来，如今的差异往往取决于意志力和一点勇气。年轻人必须被置于最有利的环境中去表达自己，最重要的是承担责任。我们不能让这些年轻人成为未来的“老一代”，却从未有机会表达他们的想法。
From an international development perspective, what strategies could promote greater integration between Italian tourism, the industrial system, and exports, and what opportunities do you see in relations with the Asian market, particularly China?
从国际发展的角度来看，哪些策略可以促进意大利旅游业、工业体系与出口之间的更紧密整合？您又如何看待与亚洲市场，特别是中国市场的合作机会？
To promote greater integration between Italian tourism, the industrial system, and exports, several strategies can be implemented:
-Promotion of Made in Italy: Highlighting Italian products abroad, emphasizing their quality and uniqueness, can help increase exports and promote tourism.
-Collaboration between businesses and institutions: Strengthening cooperation between companies, institutions, and trade associations can help identify new business opportunities and promote Italy as a tourist destination.
-Development of thematic tourism products: Creating themed tourism products, such as food and wine tourism or cultural tourism, can help differentiate the Italian tourist offer and increase tourist spending.
-Investments in infrastructure and services: Investing in infrastructure and services can improve the quality of the tourist offer and increase Italy’s competitiveness as a tourist destination.
Regarding the Asian market, particularly China, there are several development opportunities:
– Growth of the Chinese middle class: The expanding Chinese middle class offers opportunities for tourism and Italian exports.
– Trade agreements: Italy and China have signed several trade agreements, such as the EU-China Free Trade Agreement, which can help increase commercial exchanges.
– Luxury tourism: Italy is a popular destination for Chinese luxury tourism, offering opportunities for Italian luxury products.
– Infrastructure projects: Various infrastructure projects in China, such as the Belt and Road Initiative, can provide opportunities for Italian businesses.
It is important for Italy to continue strengthening its presence in the Asian market and promoting its tourism and industrial offerings.
为了促进意大利旅游业、工业体系与出口之间的更紧密整合，可以实施以下几项策略：
- 推广“意大利制造”：在海外宣传意大利产品，突出其质量和独特性，有助于增加出口并推动旅游发展。
- 企业与机构合作：加强企业、机构和行业协会之间的合作，有助于发现新的商业机会，并将意大利推广为旅游目的地。
- 开发主题旅游产品：打造主题旅游产品，例如美食与葡萄酒旅游或文化旅游，可以帮助意大利旅游产品差异化，并增加游客消费。
- 基础设施和服务投资：对基础设施和服务的投资可以提升旅游产品的质量，提高意大利作为旅游目的地的竞争力。
关于亚洲市场，尤其是中国市场，也存在多种发展机会：
- 中国中产阶级增长：不断壮大的中国中产阶级为旅游业和意大利出口提供了机会。
- 贸易协议：意大利与中国签署了多项贸易协议，例如欧盟—中国自由贸易协定，有助于促进商业往来。
- 奢侈品旅游：意大利是中国奢侈品旅游的热门目的地，为意大利奢侈品提供了发展机会。
- 基础设施项目：中国正在进行的各类基础设施项目，如“一带一路”倡议，为意大利企业提供了发展空间。
意大利应继续加强在亚洲市场的存在，并积极推广其旅游和工业产品。
