Ada Bentivoglio: from MICE to emotional journeys, her story with Dimensione Sicilia
There is a moment in tourism when everything changes: when it stops being about organization and becomes about connection. That is where the difference between a simple trip and a truly lasting experience begins. In Sicily, a land of strong identities and layered beauty, this transition becomes even more evident. We gathered the story of Ada Bentivoglio, who for nearly thirty years has experienced tourism as a profession built on listening, creativity, and the design of meaningful experiences. A journey that began almost by chance and evolved into a career deeply connected to the world of MICE, international groups, events, and incentives. For Ada Bentivoglio, now more than ever, travelers are not simply looking for places: they are seeking connections, authenticity, and genuine emotions.
Q: Nearly 30 years in tourism is a journey within a journey: how did your path begin, and what made you fall in love with this industry?
A: My journey began almost by chance: some friends suggested I attend an interview, and from there, a whole new world opened up to me. I didn’t have a specific background in tourism, but I naturally brought with me a strong sense of hospitality, a welcoming attitude, and knowledge of languages. From the very beginning, I understood that this was where I belonged. I am a curious person with a great desire to learn, and this profession offers new opportunities for growth every single day. In tourism, you never stop discovering, experimenting, and improving yourself. Even today, every time I design an itinerary or an event, I imagine every detail, I “live” it in advance, and I travel alongside my clients in my mind.
Q: You work with international groups, events, and incentives: what kind of experiences do you aim to create today for your clients, and what makes them truly memorable?
A: Today more than ever, it is essential to offer unique experiences that can surprise people and leave a lasting impression. In the case of events and incentives, this also means reinforcing and making tangible the message that the company wants to convey to participants. I consider myself a creative person, and I believe this is one of the qualities that has helped me most in my work. My approach always starts with listening: I try to put myself in the client’s shoes, to understand not only what they want, but also the emotions they wish their guests to experience. From there, I create tailor-made itineraries that showcase the territory in an authentic way. What truly makes an experience memorable is the balance between flawless organization, meaningful content, and emotional moments connected to local culture.
Q: Over all these years, how have international clients changed? What are they looking for today that perhaps was not so relevant 20 years ago?
A: International clients have changed significantly: today they are more informed, more experienced, and have traveled far more than in the past. This also makes them more demanding and aware. While iconic destinations alone may once have been enough, today they are looking for something deeper: authenticity, contact with traditions, and genuine experiences. They want to connect with the territory, meet people, and discover local stories and identities. There is a growing desire to enjoy unique and unrepeatable experiences that are deeply tied to the place they are visiting.
Q: The MICE segment is all about details and pressure: according to Ada Bentivoglio, what is the greatest challenge when organizing an event or incentive in Sicily?
A: The greatest challenge is undoubtedly coordination: a successful event is the result of many different people working together in perfect harmony. It is not always easy to find the same level of professionalism and passion among all the suppliers involved, but this is exactly where my role comes into play. I try to act as a “conductor”, creating harmony between all parties while transmitting enthusiasm and a sense of responsibility. Only in this way is it possible to guarantee a final result that truly meets expectations.
Q: Is there a project or event that you consider particularly representative of your way of working? Tell us about it.
A: One of the projects I feel best represents my work was a roots journey for an American family returning to discover their origins. It was a very intense and engaging project that I followed through every phase: from researching municipal registry archives to reconstruct their family roots, to creating the itinerary and managing the on-site experience. Every detail was carefully curated, but what made this project truly special was its emotional dimension: accompanying clients on such a personal and meaningful journey is something that goes far beyond a simple trip.
Q: You have spent much of your career at Dimensione Sicilia: what has made this bond so long-lasting and meaningful for you?
A: It has truly been many years, and Dimensione Sicilia immediately became a second home for me. It is a serious and professional company that offers concrete opportunities for growth, while at the same time maintaining a family atmosphere built on authentic relationships. Here I have built friendships that still last today, and I am fortunate to share my daily life with people much younger than me, who constantly bring joy into my life, help me stay updated on new trends, and have been a great source of comfort during difficult moments. I must say thank you not only to them, but also to the Zappalà Family, who have always known how to value people, considering us not simply employees but a fundamental resource. Personally, I have always felt appreciated and valued, and I have had the opportunity to work with a certain degree of autonomy, exploring new areas and taking on stimulating challenges.
Q: How has your work evolved over time, amid market changes, new technologies, and increasingly high expectations?
A: The work has changed tremendously, especially in terms of tools: when I started, we were working with fax machines! Today, instead, we have advanced technologies, fast connections, and tools such as video calls at our disposal. This also allows us to reach new markets, shortening distances with emerging realities such as South Asia (China, Korea, Japan) and South America. What has never changed is my approach: passion, attention to detail, and care for the client remain the fundamental elements. Technology makes the work easier, but it can never replace sensitivity, experience, and the ability to build relationships.
Q: After so many years in the industry, what still excites you today, and what advice would Ada Bentivoglio give to those who want to pursue a career in tourism, perhaps specifically in the MICE world?
A: What still excites me today is the opportunity to continue growing, both as a person and as a professional. I still have the desire to learn, stay updated, and discover new realities: this is a profession that constantly pushes you to broaden your horizons. In recent years, another dimension has become very important to me: the pleasure of sharing what I have learned. Passing on my experience to younger colleagues, supporting them in their journey, and seeing them grow professionally has become a great source of satisfaction. It is a way of giving back everything I have received and concretely contributing to the development of the team. To anyone wishing to pursue this career, I would say that passion, dedication, and great adaptability are essential. It is a demanding industry, but also an extremely rewarding one. The relationship of trust that develops with clients and the satisfaction of seeing complex projects successfully realized repay every effort. When a client is happy, you are happy too.
