A reflexion on the main problems related to the regional and cross-border tourist offer inevitably leads to the recognition of the high profile - both qualitatively and quantitatively - of the tourist flows in the geographical area of reference, resulting in the already remarkable visibility of the region in the international tourist market. In order to develop innovative employment strategies and new professional profiles that respond to the needs of the cross-border area, the project aims at creating a professional figure to promote tourist marketing - applicable to the context of accommodation facilities -and destination policies aimed at promoting Friuli Venezia Giulia and the Slovenian bordering area. Territorial communication and promotion initiatives require a joint effort on the part of the various actors involved in this process. In this sense it is necessary to rely on a specialised professional figure who is able to trigger dynamics - based on the organisational context of the accommodation facilities - and that through his/her work contributes to promoting the attractiveness of the host territory and its resources from a tourist point of view, with evident economic effects on the area. The training project consists of several didactic modules - tourist and hotel marketing, hospitality marketing/sales management, innovative tools and methodologies for the marketing and sale functions of accommodation facilities, eco-compatible tourist accommodation, project work, information society - and an internship period.