A sustainable future for tourism sector managing Covid-19 situation. Systemic Design approach to co-design the Place Branding for territorial and cultural cohesion

The tourism sector is by nature a complex one, characterised by a multitude of actors and supply chains that interact that interact in an implicit way during users' travel experiences. However, until the arrival of Covid-19 all its elements were considered as single and linear. The design has always been done without a holistic view of the context. The 2020 brings with it a strong need for reorganisation of the sector and its Next Rel(actions). This is one of the most polluting sectors, but it is evolving and needs a systemic vision within which design can make its complex and innovative strategic contribution. This research aims to investigate the needs of strategic stakeholders in the Piedmont region (Italy) in terms of promotion and identity to stimulate sustainable forms of territorial development, including tourism. The UNESCO denominations in Piedmont are set up as a District, which fosters dialogue and mutual exchange with regional administrations. Here they represent an applicative case study to promote a co-designed Place Branding intervention, a driver of sustainable initiatives. The paper presents the methodology adopted, which refers to Systemic Design, the activities carried out until now and the reflections for the next steps of the research.