How many times have I heard this word in my life?

Thousands of times. Perhaps millions.

Economists, tourism operators, public administrators, entrepreneurs, trade associations and territories that have been living for decades with the problem of seasonality have all spoken about it.

And yet, despite everything, in many destinations the problem still exists.

That is exactly what caught my attention.

DeseasonalizatiOn is not an easy thing.

And perhaps that is also why it fascinates me.

If today I allow myself to speak about it, it is not because I think I have all the answers. It is because I have always been attracted to difficult challenges.

Easy things often have already defined paths. Difficult things require study, experience, attempts, mistakes, observation and above all patience.

Sometimes you have a ninety percent chance of failing. But you try anyway.

Because the goal is not to choose the easiest road. The goal is to attempt the impossible.

If I had to choose between two words, easy and difficult, I would always choose the second.

Because it is inside difficult things that the most interesting opportunities, the most stimulating challenges and, very often, the most important results are hidden.

For this reason, DeseasonalizatiOn has become one of the central themes of my path of study, research and development of territorial projects.

Where I will arrive, I do not know.

But I am working on it seriously.

I am not just making words.

DeseasonalizatiOn will be an important journey through territories.

The first two territories I have chosen to start from are one Italian and one English.

Puglia is the region of my Salento, where I was born and where I grew up for forty years. A region of beautiful Italy where, however, tourism is still too often concentrated in just a few months of the year.

Oxfordshire, on the other hand, is the English territory of the province of Oxford. Yes, Oxford is the city the whole world knows, while Oxfordshire is a less familiar name outside England.

I live and work here. I do not work in tourism. I work in the construction sector.

But my daily presence in this territory has allowed me to observe it, study it, discover it and understand it little by little.

I have decided to tell its story too. Even though I am not English. I am Italian.

Below I will present the first two projects in which I am applying my different visiOn.

I am building something on digital assets that I own.

My life here is made of days on construction sites. In the evening, however, I dedicate many hours to these passions of mine.

I do not know where I will arrive. Time will give the right answers.

A difficult enterprise does not always win.

But I, together with the companies that support me in building these online machines, work until late at night.

We dig. We study. We discover. We try to understand what can be born.

DeseasonalizatiOn is not just a long and difficult word.

It is also activity. It is also possible work. It is also the possibility of creating opportunities.

Some people talk. Some people preach something. I, instead, can assure you and show you that I do.

To make a difference, you cannot only talk about a theme or a problem.

You must also act. Activate yourself. Invest time. Research. Study. Become passionate.

DeseasonalizatiOn is not just a word. It can become a verb. An actiOn.

A cultural movement linked to the factors, processes and opportunities of the tourism economy.

I hope to surprise you on this journey.

I personally surprise myself every day.

And honestly, for serious personal reasons, in recent months I decided to speak about all this with only one person: the person who gave me life.

My mother.

Valeria, sixty-five years old.

Every evening on video call, with the computer in front of her, listening to me for an hour, sometimes even more.

Poor woman, I have probably been exhausting her for months.

But there is one thing that makes me smile.

Today my mother has understood more about the digital world, communication, new technologies and how the world is changing than many young people of my generation.

Because when you truly believe in something, you speak about it with passion.

And when you speak about it with passion every day, even a sixty-five-year-old mother ends up understanding concepts that many people consider too complex.

Sometimes I joke with her and tell her that, if we continue like this, in a few months she could give a conference on digital, communication and the evolution of the modern world.

But behind that joke there is a truth.

If today I continue to believe in these difficult ideas, part of the credit is also hers.

Because listening is a form of love.

I also discuss with the companies that collaborate in building my projects.

I have dreamed of this difficult goal for years.

Today I have experience, in-depth studies, exclusive mistakes but above all exclusive digital assets.

Unique products in which I have decided to invest not only financial resources, but also a great deal of time.

Yes, of course, I am a worker.

But with my work here I also invest time in difficult challenges, perhaps impossible ones.

I have always been like this: a small man fascinated by deep discovery, without limits.

I hope these difficult challenges can become concrete possibilities.

Possibilities for enterprise. Possibilities for collaboratiOn. Possibilities for work.

Because an enterprise is made of different roles and different people.

Inspire & Involve is a concept that deeply fascinates me.

To inspire and to involve.

I hope to involve people better than me.

I remain convinced that there are always people better than me.

Maybe I know some things that others do not know, but surely there are people who know many things that I still do not know.

And that is exactly what fascinates me.

Because every meeting, every collaboration and every exchange can teach you something new.

I am not looking for people who resemble me.

I am looking for people who know how to do things well, with passion and courage.

The best ideas rarely come from one person alone.

Enterprises are not made of bosses.

Enterprises are made of men and women seeking growth, results and objectives.

I will be able to achieve all this only together with you.

But I am looking for the best.

I am looking for people who are willing to take risks as I take risks.

I am looking for people who are willing to make sacrifices.

I am looking for people who face difficult challenges and not only roads that have already been prepared.

I am looking for people who want to discover new ideas, new paths and new worlds capable of generating real opportunities for tourism, for territories and for humanity.

Work. Study. Collaborate.

Build a better future.

If you wish, we can do it together.

Thank you for reading this in-depth reflection dedicated to a difficult but necessary concept.