Tourism is an important source for the economy and more generally it is a central sector in the life of man who since ancient times has traveled first to explore, then to conquer, then to learn and finally, for a century and a half in here, in conjunction with the industrialization and democratization of leisure, to have fun.  Thanks in particular to the Mediterranean climate, the natural beauties, its cultural heritage and proximity to the rest of Switzerland, the Canton of Ticino has undergone an important development which has led it to be one of the most coveted and loved by Swiss and northern European tourists. However, tourism is not only an important reality: it is also a social and cultural phenomenon that is always on the move. For this reason it requires continuous reflections, even criticisms if necessary, of new orientations, changes of course, strategies based on scientifically serious and in-depth analyses. The meeting-debate, which sees the participation of experts in the tourism and culture sector, placing the Canton Ticino at the center of observation, aims to deal interactively with possible developments in this sector.