Mirko Lalli has 15 years’ experience in the marketing and digital communication sector, to which he contributes articles and publications. In January 2014 he founded and became CEO of Travel Appeal, a big data analysis and digital marketing company for the travel sector. Until December 2013 he was Director of Corporate Communication of Clouditalia SpA, and his other experience includes being Marketing and Communication Director of Fondazione Sistema Toscana, where he created and coordinated the “ToscanaLab” and “Internet Common Asset” projects. He has contributed to the Tuscan Region’s marketing and promotion campaign “I want to live like this” (the first social media marketing campaign in the area of travel), for which he created the Digital Strategy, also coordinating the web-marketing activities and the Social Media Team’s work. A consultant and trainer in digital communication, with particular attention to the world of tourism, he is a lecturer on the Masters in Corporate Communication at the University of Siena and the Masters in Social Media Marketing at the IULM University in Milan, of which he is also a member of the Scientific Committee. He has worked on creating and producing BTO – Buy Tourism Online since its first edition, a benchmark occasion for the Travel sector, and is part of BTO Educational’s Technical Scientific Committee.