This regional spotlight demonstrates how tourism can be used to promote smart regional growth. Specifically, the study focuses on Apulia, a region of Italy that is attempting to achieve intelligent, sustainable, and inclusive growth through the use of a smart specialization strategy. Smart specialization is a strategy for supporting the socio-economic development of the European Union, based on identifying regional vocational areas and industries, and promoting place-based entrepreneurial development there. The relevance of tourism for smart specialization is confirmed by the dynamics that are currently reconfiguring the sector into a regionally-integrated and knowledge-intensive industry. This regional spotlight therefore aims to highlight the implications and strategic actions for the marketing and management of Apulia as a smart destination by demonstrating how its vocational identity as a regional tourism destination can be suitable as a means of promoting structural development and broader socio-economic wellbeing.
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