The conference, which benefits from professional credits from the Order of Journalists, examines the phenomenon of mass tourism driven by social media effect.

It questions whether it is possible to promote an area by reconciling attractiveness, knowledge, dissemination, and the protection of the environment, safety, and local identity; whether new communicative forms are necessary, and if they exist, to responsibly promote a reality that is constantly changing.

Admission to the conference is free.

The conference is part of the programming of Camminando Festival, experiences, sensations, emotions, a review that has been promoting walking in Valbelluna since 2016, focusing on enhancing the environment and promoting psycho-physical and cultural well-being through access to quality content.