ICONICX strengthens its commitment to digital innovation for destination experiences by supporting the visitor journey in Cortina d’Ampezzo through Smile.CX, the Group’s AI-enabled platform for experience design and engagement.

In the context of the Milano Cortina 2026, destinations are required to deliver accessible, consistent and high-quality experiences to a global audience. To address this challenge, Cortina Marketing Se.Am. selected Smile.CX to support how visitors interact with the destination before, during and beyond the Olympic and Paralympic Games.

Smile.CX enables personalized, digital-first interactions designed around real tourism needs, supporting visitors throughout their journey, from planning and discovery to on-site assistance. 

The solution includes two AI-powered virtual assistants, one available online and one accessible via WhatsApp, providing multilingual, real-time support even during peak periods.

The platform ensures consistent access to accurate information and services across channels, while generating valuable data insights to support service optimization, planning and long-term destination strategy.

Beyond the Olympic Games, the project is designed to deliver lasting value, strengthening Cortina d’Ampezzo’s ability to engage visitors year-round through scalable, high-quality digital experiences.

“Major international events require destinations to rethink how experiences are designed and delivered,” said Gabriele Moretti, Founder and Chairman of ICONICX. “Through Smile.CX, we support destinations like Cortina in building digital experiences that are accessible, personalized and designed to evolve over time.”

Through Smile.CX, ICONICX continues to invest in digital platforms that enable destinations and organizations to enhance how experiences are delivered on a global stage and beyond.