The new partnership between TRAVEL & SPA, ADA Lombardia – Associazione Direttori d’Albergo and Fondazione Umberto Veronesi ETS was presented yesterday evening at Maison Senato, in the heart of Milan, created with the aim of promoting a shared vision of quality tourism and supporting scientific research in the field of pediatric oncology.
The agreement unites different yet complementary worlds: specialized publishing and tourism communication, the representation of hotel directors and one of Italy’s most authoritative institutions committed to scientific research and dissemination.
The partnership aims to develop initiatives for qualified networking, enhancement of Italian hospitality excellence, promotion of a conscious tourism culture and creation of opportunities for dialogue among institutions, territories, operators and stakeholders in the sector.
But, as a corollary to this commitment to quality tourism, particular importance will also be given to supporting Fondazione Umberto Veronesi ETS’s project dedicated to research on pediatric cancer.
The official announcement took place during an exclusive meeting reserved for the press and stakeholders, hosted in the elegant spaces of the Penthouse Suite and rooftop of Maison Senato.
The meeting was attended by Paolo Sisti, Director of TRAVEL & SPA and Co-Founder of the TRAVEL & SPA Awards, Patrizia Risati, Editorial Director of TRAVEL & SPA and Co-Founder of the TRAVEL & SPA Awards, Michele Surgo, President of ADA Lombardia, Daniela Genovesi, Head of Corporate Projects and Business Partnerships at Fondazione Umberto Veronesi ETS, Chiara Segré, biologist, PhD and Head of Scientific Supervision at the Foundation and Sara Abdel Masih, director of Maison Senato.
As a testament to the institutional attention toward the initiative, the Councillor for Tourism, Territorial Marketing and Fashion of Regione Lombardia, Debora Massari, sent a message of greeting and support for the project:
“Hospitality is made of people, attention and the ability to welcome. It is also for this reason that initiatives like this, which bring together the world of tourism and research, have special value: they demonstrate how networking means creating opportunities and generating a positive impact for the entire community. Lombardy will continue to support a tourism model increasingly focused on quality, relationships and the value of people.”
Debora Massari, Councillor for Tourism Regione Lombardia
Among the participants were also representatives from the world of national media, public relations, hospitality and Italian tourism, together with editorial directors, journalists, managers and stakeholders from the sector.
The first and most significant shared project looks beyond tourism.
TRAVEL & SPA and ADA Lombardia have chosen to join forces in support of the scientific research of Fondazione Umberto Veronesi ETS in the field of pediatric oncology, in the conviction that tourism, hospitality and professional relationships can contribute concretely to building a better future.
In this context, TRAVEL & SPA has chosen to allocate a portion of the sponsorships from the TRAVEL & SPA Awards 2026 to support the research project, promoting the involvement of Charity Sponsors who wish to contribute to the initiative.
The TRAVEL & SPA Awards 2026, scheduled for November 24 in Milan, will thus represent one of the main moments of visibility and awareness for the project, bringing together institutions, protagonists of tourism, hospitality, communication and entrepreneurship in an evening dedicated to the celebration of excellence in the sector and concrete commitment to scientific research.
