“This is the most important trade fair for us, as Germany is the leading market for our country,” said ENIT’s CEO Ivana Jelinic today at the inauguration of the Italian pavilion at the ITB travel fair in Berlin.  

Promoting Sicily, Calabria and Sardinia

"This is an opportunity to launch the programme for three Italian regions, Sicily, Calabria and Sardinia, after the difficulties that rose after Hurricane Harry. I would like to take this opportunity to say that the regions are perfectly ready to receive tourists. Of course, the support campaign will also target other countries, such as France, Spain and other nations.” 

The regions will focus on different markets 

“It will be a top campaign for various regions of Italy, with a particular focus on these three,- said ENIT’s marketing director Marino Bonavolontà. -We have chosen a campaign that works where it is needed. These are regions that have a very strong impact on Italian tourism, and this applies to both Italian and international arrivals. For Calabria we will focus on Germany, the United Kingdom, the Czech Republic and Poland. For Sardinia, the focus will be on Germany, Switzerland and France, while for Sicily, it will be on France, the United States and the United Kingdom.

The market and the regions

The market has been divided into domestic and international, and the project also targets second-tier markets, i.e. those that do not have huge inbound arrivals flows, such as Australia, Benelux and Austria. Giovanni Calabrese, Calabria’s regional councillor for tourism thanked the government for the programme ained at reviving tourism in a region that has been affected by the hurricane. “We are working hard to restore the affected areas, and we are already at a good stage”.

Sardinia’s beaches did not suffer storm damage

Franco Cuccureddu, Sardinia’s councillor for tourism spoke of the island's great potential. “After Hurricane Harry many news reports claimed that several beaches had been destroyed. This is not true. Cala Goloritze, which has been judged the most beautiful beach in the world, is perfect. As are the other Sardinian beaches. This campaign is very important precisely to reverse the perception on an international level."

Italy is allocating €5 million to support the promotion of Calabria, Sardinia and Sicily on the wake of Cyclone Harry.

A “positive counter-attack” to the cyclone

“Promptness makes the difference”: so say the Ministry of Tourism and ENIT which are launching a “positive counter-narrative” on the situation in Calabria, Sardinia and Sicily after Cyclone Harry, which weakened the international tourism visibility of a highly strategic area in Southern Italy.

The ministry will allocate €5 million to support tourism

“The ministry will allocate €5 million to support tourism in the areas affected by Cyclone Harry,- said Tourism Minister Daniela Santanchè during the conference held yesterday at the BIT travel exhibition in Milan.  “Welcome to Southern Italy. Sicily, Calabria and Sardinia: the wonder never stops” is the slogan that will support the promotional campaign and the participation of these three regions at all international fairs.  

Promotions at the most important travel fairs

The aim is to send a clear message to potential Asian and American tourists about the accessibility and possibility of visiting these areas as early as spring and then, of course, in summer. " We must safeguard our tourist destinations — including in terms of communication and storytelling — to ensure that the harm already suffered is not intensified by narratives that inflict further, unfair, and potentially irreversible damage to their image. And so we will promote these regions in the most important markets so that they do not lose a single tourist.” The next event is the ITB in Berlin (3-5 March), where the Ministry of Tourism, ENIT and the regions concerned will introduce promotional initiatives in support of the destinations affected by the cyclone. “Germany is the leading market for Calabria and Sardinia and the second largest for Sicily."

The Ministry will work with ENIT and the three regions

Communications will primarily involve the web: “Tourism is a highly digitized sector, so an efficient message is needed to reach millions of people”. Global content creators will be engaged, and there will be ad hoc media tours in the main markets of the three regions, such as the USA, the United Kingdom, Germany, Switzerland, Poland, the Czech Republic, France, Benelux, Spain and Austria. Minister Santanché will be joined by ENIT’s CEO Ivana Jelinic, the councillors for tourism of the Sicily Region, Elvira Amata, and the Sardinia Region, Franco Cuccureddu, as well as the president of the Calabria Region, Roberto Occhiuto.

Jelinic: “We must not allow reality to be distorted”

“Sicily, Calabria and Sardinia are unique destinations that attract tourists from all over the world every year, and we must preserve them by telling their story in the right way,- added Ivana Jelinic. -We must not allow reality to be distorted; With commitment and transparency, we aim to share an accurate and authentic narrative of these territories, encouraging travellers to immerse themselves in what they have to offer, investing locally also giving a boost to the local economy."

Amata: “We must turn the emergency into a great opportunity”

President Occhiuto called for “the promotion of tourism in the regions to be included in the framework of Italian promotion: we should use the 'Italy driver” to promote Calabria, given that foreigners often do not know where it really is.” “Sicily is here and we are expecting many visitors,- said Elvira Amata -We must turn the emergency into a great opportunity for renewed communication. Sicily is so much more: seven UNESCO sites, coastline, parks and protected areas. We are working hard on experiential tourism, on sustainable proposals such as cycle paths, horse trails and the Day of Walks (12 April 2026) to deseasonalize and delocalize, showing our lesser-known side.”

Sardinia has 18 new UNESCO Sites

Cuccureddu emphasized the importance of effective communications. “In recent months Sardinia has achieved historic goals: 18 new UNESCO sites, among the 25 best destinations in the world selected for 2026 by Lonely Planet and the only European region in the ‘Best in Travel 2026’ category. We have the most beautiful beach in the world and this year, for the first time, a direct flight from the US. But  then the cyclone hit and what happened? Those who has booked for this summer ask for pictures of our beaches because they think they no longer exist." The reality is different, and it deserves to be told.”

Fondazione Milano Cortina 2026 and ENIT S.p.A.: a strategic partnership aimed at enhancing the promotion of Italian tourism ahead of the Winter Olympic and Paralympic Games.

Promoting Italy through sport

The collaboration aims to highlight the uniqueness and excellence of Italy to millions of spectators and tourists. Twenty years after the last Winter Games in Italy, the 2026 Games put the country back at the centre of the international stage as Milano Cortina 2026 becomes the driving force for a renewed narrative of an unrivalled historical, cultural and landscape heritage, through the universal power of sport. For over a century ENIT, the Italian national tourist board, has been committed to boosting the national tourism industry and the synergy with the Olympic Organizing Committee will promote the integration and promotion of tourism and cultural services on a national scale. ENIT will also support initiatives dedicated to local excellence, pillars of the Italian brand that will help make the Olympic and Paralympic experience an unforgettable journey into the identity of Italy.

Italy as a global destination

This partnership is a significant opportunity to showcase Italy. Sponsorship are an extraordinary opportunity for international visibility, allowing ENIT, the institutional system of the Ministry of Tourism, the Italian brand and the Italia.it platform to be linked to some of the main values of the Games: excellence, inclusion, sustainability and a sense of national belonging. Italy is portrayed not only as the host country, but as a global destination, that can express quality, vision and appeal through the official channels of one of the most watched events in the world.

“The games are an unparalleled global showcase”

"The partnership between Milano Cortina 2026 and ENIT is a strategic alliance for the future of national tourism. Together, we confirm that the Olympic and Paralympic Games are an unparalleled global showcase that can portray an innovative, welcoming Italy that is deeply connected to its roots. It is a unique opportunity to consolidate a positive image of Italy in the world and generate a valuable legacy for the entire country,” said Andrea Varnier, CEO of Fondazione Milano Cortina 2026: 

Sport as a major driver of tourism

"The Milan Cortina 2026 Olympic and Paralympic Games represent a unique opportunity for the entire country, an opportunity for both social and economic growth and development, with tourism and sport driving the region forward…Our observatory has noted that in recent years sporting events have been among the major drivers of tourism, attracting tourists from abroad and promoting our gems. We are confident that it will be a success for our country,” said Alessandra Priante, president ENIT S.p.A.

ENIT S.p.A. and Milano Cortina have joined forces to promote the uniqueness and excellence of Italian tourism. 

Highlighting the uniqueness and excellence of Italy

The Milano Cortina 2026 Foundation and ENIT S.p.A. the Italian national tourist board have announced the signing of a strategic agreement aimed at enhancing the promotion of tourism in the country ahead of the upcoming Winter Olympic and Paralympic Games. The collaboration aims to highlight the uniqueness and excellence of Italy to millions of spectators and tourists. Twenty years after the last Winter Games in Italy, this year’s  Games bring the country back to the centre of the international stage

Promoting pillars of the “Italian brand”

For over a century ENIT has been committed to strengthening the national tourism industry and the synergy with the Olympic Organizing Committee will promote the integration and promotion of tourism and cultural services on a national scale. ENIT will also support initiatives dedicated to local excellence, pillars of the “Italian brand” that will help make the Olympic and Paralympic experience an unforgettable journey through its identity.

Italy is portrayed as a global destination

Sponsoring the event provides an extraordinary opportunity for international visibility, allowing ENIT, the institutional system of the Ministry of Tourism, the Italian brand and the Italia.it platform to be linked to some of the main values of the Games like excellence, inclusion and sustainability. Italy is portrayed not only as the host country, but as a global destination, capable of expressing quality, vision and attractiveness through the official channels of one of the most watched events in the world.

Varnier: “An unrivalled global showcase”

Andrea Varnier, CEO of the Milano Cortina 2026 Foundation: "The partnership between Milano Cortina 2026 and ENIT represents a strategic alliance for the future of Italian tourism. Together we confirm that the Olympic and Paralympic Games are an unrivalled global showcase, that can portray an innovative, welcoming Italy that is deeply connected to its roots. It is a unique opportunity to consolidate a positive image of Italy around the world, generating a valuable legacy for the entire country."

Priante: “Sporting events…among the major drivers of tourism”

"Such a world-class event attracts international tourists from every continent. We are proud to support Milano Cortina 2026 and are confident in the success of the event. Our observatory has noted that in recent years sporting events have been among the major drivers of tourism, attracting tourists from abroad and promoting the gems of our territory. We are confident that it will be a success for our country," said Alessandra Priante, President of ENIT S.p.A.

The Milan Cortina 2026 Foundation

The aim of the Milan Cortina 2026 Foundation, in agreement with the International Olympic Committee (IOC), the International Paralympic Committee (IPC), the Italian National Olympic Committee (CONI), the Italian Paralympic Committee (CIP), the cities of Milan and Cortina d'Ampezzo, the Veneto and Lombardy regions, and the autonomous provinces of Trento and Bolzano, is to plan, organize, finance and deliver the Milan Cortina Olympic and Paralympic Games in 2026. Established on 9 December 2019, the Milano Cortina 2026 Foundation is led by President Giovanni Malagò and CEO Andrea Varnier. 

ENIT the Italian National Tourist Board 

ENIT SpA is responsible for promoting Italian tourism and increasing its attractiveness. Its activities include deseasonalization, diversification of what Italy has to offer and the enhancement of tourist facilities and sites. It also promotes specialist training for operators and develops a digital ecosystem to optimize the use of tourist goods and services. ENIT promotes Italy's tourism image abroad, involving regions and local authorities. It implements national and international promotional strategies, supports companies in marketing Italian tourism services and integrates quality products from other economic, cultural and environmental sectors, in accordance with the directives of the Ministry of Tourism.

Inbound tourism to Italy is on the crest of a wave according to ENIT’s monitoring data which crowns Italy at Christmas and New Year.

Long-haul trips to Italy rose by 43.8 percent

Monitoring tourists from 13 target markets, during Christmas, New Year and the Epiphany holidays, Italy saw an increase in tourist sales of 46.8% and up to 50% taking the EU countries. Long-haul trips to Italy also rose by 43.8%, driven by the United States, Canada, Mexico and Asian markets. From 30 December 2025 to 7 January 2026 the average saturation rate of Italian accommodation facilities stood at 47.8%, an increase of 2.6% compared to the same period in 2024.  The Ministry of Tourism data puts Italy at the top of the European podium, ahead of its main European competitors, which do not exceed 47% over the same period.

Italy outdistanced destinations such as Greece, Spain and France

The figure shows a positive trend both in terms of absolute performance and international competitiveness, outdistancing destinations such as Greece, Spain and France. In particular, the Valle d'Aosta region posted a saturation rate of 66.72%, ranking first in terms of employment level during the period under study. This is followed by the Autonomous Province of Trento, with an average 66.04% and the Autonomous Province of Bolzano with 64.35%, thereby confirming the strong attractiveness of Alpine destinations for winter tourism and activities linked to the ski season. Significant performances were also found outside the Alpine regions with Umbria recording 56.03%, and the Abruzzo 51.5%.

Art and culture top the bill followed by food and wine

Artistic-cultural packages are the most requested by foreign tourists with Rome, Florence and Venice being the cornerstones of Christmas travel. Mountains and skiing with the Dolomites, and the Valle d'Aosta and Trentino regions were among the main choices especially for the Austria, Germany and Asian markets. Food and wine were in high demand 11.6%) while religious tourism and pilgrimages were strong in both European (8%) and overseas (7%) markets, driven by the Jubilee 2025, Rome and Assisi. Small towns and villages (7.5%) were in high demand from Canada, the USA and Australia, while  Southern Italy had a lot of appeal for both macro-areas. And destinations such as Naples, the Amalfi Coast, Sicily, Apulia and Matera attracted tourists during the Christmas period, thanks to their traditions, mild climate and cultural and culinary offer.

Jelinic: "Italy as a destination continues to grow”

"Italy as a destination continues to grow. Visitors are arriving from countries close to us, while those from countries like the USA, Canada, Australia, and the entire Asian region, are also on the rise. Italy is chosen as a holiday destination by foreigners for manifold reasons: art, culture, sea, mountains, mild climate, food and wine, luxury and much more, testifying to the unique offer that our country is able to provide,- adds Ivana Jelinic, managing director of ENIT, the Italian National Tourist Board. .

King Holidays, the Italy specialist, is pushing foreign promotion to consolidate its incoming positioning.

Present at the main international trade fairs

King Holidays is investing heavily in promotion, participating with the national tourist board ENIT in all the main trade fairs such as IMEX in Las Vegas in October, IBTM World in Barcelona in November and ILTM in Cannes in December.

Cultural and alternative itineraries 

The aim of the operator, which has been active for over 30 years in Mice & Events and specializes in inbound tourism, is to share the beauty of Italy by responding to every kind of request from foreign customers. The programming has a cultural matrix, based on the enhancement of traditions and the authentic soul of Italy. This choice is not always easy to pursue in practice but is definitely rewarding in terms of results, as it intercepts the demand and the real expectations of foreign partners. This leads to favouring alternative itineraries over traditional tours, helping to counteract the phenomena of overtourism and distributing flows more evenly across the territory.

Puglia and Sicily are growing strongly

The demand from companies continues to be concentrated on certain key periods of the year, primarily May, June, September and October, and this obviously leads to a certain congestion of supply. As for the trend in destinations, the Jubilee has conditioned demand for Rome, with an understandable increase in pilgrimages to the detriment of non-religious trips. Puglia and Sicily are growing strongly, appreciated and increasingly in demand for their historic cities, ancient traditions and world-famous food and wine heritage.

Christmas festivities - December 2025/January 2026

Italy, the Bel Paese or Beautiful Country, is now a destination for all seasons, and the Christmas celebrations are a wonderful time of year to enjoy festive destinations in the cities as well as in the mountains or on the coast.

Christmas holiday in Italy are an attraction for everyone. From Italian holidaymakers in search of relaxation, tasty dishes and unforgettable views, to foreign tourists on the lookout for the best religious and heritage traditions, festive gourmet restaurants, or the most exciting artisanal fairs and markets in small towns and villages.

With more than 2.7 million international and domestic airport passenger bookings into Italy in December 2025, with an annual variation of +3%, the positive trend that has defined the past year has been confirmed (if we consider only tourists who stay in Italy there are 2.4 million airport arrivals, up +6.1% on the previous year). This growth trend looks like continuing in 2026, with around 2.3 million airport bookings, up 3.9% on the previous year (1.9 million staying visitors, +4.4% on 2025) expected in the month of January 2026.

The charm of Italy during the Christmas holidays knows no bounds. In December and January Italy prepares to welcome millions of travellers, with figures that once again tell a story of success. If domestic flows are a guarantee and prove stable at 36% of the total, international movements are still driving growth.

Leading the way is the Spanish market, which will total some 611,000 airport arrivals, closely followed by the United Kingdom with over 583,000 arrivals. There is no shortage of Italian travellers, who exceed 383,000, while France and Germany confirm their love for Italy with 328,000 and 308,000 arrivals respectively.

But the flow map is even more varied: 280,000 Polish, 212,000 Albanian and 208,000 Romanian tourists arrive from Eastern Europe, while 166,000 arrivals come from the United States. And to complete the picture there are also travellers from the Benelux countries, with the Netherlands at 118,000 and Belgium at 121,000.

Large Italian cities are preparing to set the stage for this festive invasion. Milan stands out with 1.6 million airport arrivals, followed by Rome with 1.2 million, clearly outstripping the other cities. Also on the podium of the most popular destinations are Venice (491,000), Naples (296,000) and Bologna (258,000), while Bari, Catania, Turin (where January exceeds December), Florence and Pisa complete the list of Italy’s most visited cities.

Business tourism? This season it takes a step back, yet it doesn’t vanish, accounting for 3% of arrivals. On the international front, Italy confirms its leading role: second only to Spain, but ahead of competitors such as France and Turkey.

Christmas, in short, is the time when Italy shines more than ever, with markets, lights and a festive atmosphere that continue to enchant the world. This underscores how holidays in Italy are even more a symbol of sharing, inclusion and welcome, on tables in homes as well as in hospitality for travellers who have already booked ahead, but also for those who will decide at the last minute to celebrate the festivities this year, Italian-style.




Advertorial

Tourism in Italy is marked by experiences found nowhere else. Ranging from natural landscapes to local culture, it attracts tourists from all over the world, particularly in the luxury segment, which seems to be growing at a steady pace.

This is why our supply system is moving towards a greater capacity to serve this target. Today Italy has 771 5-star and 5-star luxury hotels, with a total of 103,656 beds.

In 2024 these properties will total some 4.7 million tourist arrivals and 14.1 million stays, with  a rise of +7.6% in arrivals and +9.7% in stays over the previous year. In the last decade the development of luxury tourism has been significant and sudden, with a growth trend from 2014 to 2024 of +49.6% in arrivals and +47.8% in stays, against a total growth of +31.1% in arrivals and +23.4% in stays (data: ENIT Studies Office on Istat data).

CALABRIA

Calabria - Capo Vaticano - ph credits Luca FregolaImagine a journey that takes you from the mountains to the sea or vice versa. A slow journey tracing the footsteps of Magna Graecia, coast to coast through authentic villages, along cycle paths and through parks immersed in wild nature to celebrate identity excellence, genuine flavours and Mediterranean fragrances,

This is Calabria, where you can still be amazed.

CAMPANIA

Campania - Positano

 In 2026 Campania invites you to experience luxury as an emotion - from sunrises on the Amalfi Coast to iconic properties overlooking the sea, sensory journeys through vineyards, and art and private experiences in unique sites.

A rare, intense, Mediterranean journey, where every moment becomes a wonder to be treasured.

LAZIO

Lazio - Appia Antica, Itri

In 2026, Lazio will play a leading role, with the first travelling festival of the Appia Regina Viarum. This great event will enhance cultural and sustainable tourism along the ancient UNESCO heritage road from Rome to the archaeological park of Minturno and will feature live performances and tastings of local products. Lazio is a land to be experienced all year round, immersed in nature, art and authenticity.

LIGURIA

Liguria - Manarola, Cinque Terre - ph credits Agenzia in Liguria

The Italian Riviera enters 2026 relaunching its most natural and authentic luxury: vertical villages rising above the sea, ancient residences transformed into private retreats, and exclusive itineraries through terraced vineyards, centuries-old olive groves and secret bays. A delicate and precious land, where every experience is tailor-made and every horizon seems designed for those in search of the inimitable.

MARCHE 

Marche - Northern Adriatic Cycle Route

In 2026 the Marche region will host major events with stages of the Giro d'Italia and the Tirreno-Adriatico, the Grand Tour circuit of the Marche region, and thirty scheduled events from art to food & wine and traditions. There will also be the European Spring Rally, organized by Harley-Davidson in Senigallia from 30 April to 3 May, a motoring event with live music, the new Harley Davidson 2026 range, road tests, unforgettable tours and much more.

PUGLIA

Puglia - Mattinata Baia delle Zagare - ph credits Vanda Biffani

Puglia is present at ILTM Cannes 2025 with 30 qualified operators in the high-end sector. In 2025 international stays in the luxury sector in Puglia topped 66%, with a growth of 16% over 2024. France, Germany, the USA and the UK are the leading markets, with a preference for masserie di charme, boutique hotels and historic residences.

SICILY 

Department of Tourism, Sport and Entertainment

Sicily - Taormina, Ancient Theatre – photo credits: Sicilian Region Archive

In 2026 Sicily will strengthen its position among the great tourist destinations of Europe with new intercontinental routes, the expansion of Trapani Airport, and major investments in sustainability, innovation, and hospitality. The island will focus on culture, technology and community to build a tourism model based on relationships, quality, and with an international vision.

TUSCANY

Tuscany - Borgo Pignano - ph credits Eleonora Frosini

Tuscany dominates the luxury hospitality segment. This is confirmed by the 2025 Excellence in High-end Tourism Award in historic palazzos, apartments, villas, farmhouses and, of course, hotels where new facilities have opened. These include the Collegio alle Querce, Nuovo Majestic, Borgo Pignano, Palazzo Sozzini Malavolti, La Suvera, ex Borsa Merci and Cappella Florence (2027)

ROME

Rome - Fontana di Trevi

Rome, a new benchmark destination for luxury hospitality

Rome’s luxury scene is experiencing a new era: in the last three years over ten five-star properties have opened, positioning the capital once again among Europe’s leading destinations. The growth of  Rome’s hotel industry and high-end services is being driven by a climate of confidence and streamlined procedures implemented by Rome’s Capitoline Administration which has reactivated investments and is reshaping the capital’s hospitality landscape.

GENOA

Genoa - Spianata Castelletto - ph credits Liguria Digitale

Genoa 2026: discreet luxury in UNESCO palaces and boutique hotels, tailor-made experiences, yacht marinas and the city’s excellent cuisine. Art, sea views and customized itineraries offer sophisticated travellers an exclusive, vibrant and sustainable stay in the heart of the Mediterranean.

MILAN

Milan - Villa Necchi Joaquin Lopez

In 2026 Milan will be the centre of world attention with the Olympic and Paralympic Winter Games, which will consecrate the city’s role as an international tourist destination. With new architectural icons like the artistic district of Grande Brera, and a range of excellent hotels and wellness facilities, Milan will bring together sport, culture and lifestyle in a unique experience.

BASILICATA

Basilicata, MateraApt: Basilicata’s luxury at ILTM Cannes.

From 1 to 4 December, the marketplace for luxury tourism

From 1 to 4 December Basilicata’s luxury offer will take centre stage at the International Luxury Travel Market (ILTM) in Cannes on the French Riviera, the most prestigious international luxury travel event. For this edition the Basilicata Territorial Promotion Agency (Apt) will be present with a qualified delegation: Matera Collection, which groups together some of the finest accommodation facilities in the 2026 Mediterranean Capital of Culture and Dialogue - from 5-star hotels and rock-cut suites to historical residences that have transformed Matera’s unique heritage into unforgettable experiences. Sant'Angelo Resort is a four-star complex with a conference centre, spa and extensive facilities for corporate events that make it ideal for high-level MICE and incentive tourism, capable of satisfying the needs of both the leisure traveller and the most demanding business segment. Palazzo Margherita, a 5-star boutique hotel with exclusive suites in Bernalda in the heart of rural Basilicata is a model of sustainable luxury hospitality deeply integrated into the territory, where service excellence merges with the authenticity of the experience.

“The event,- says Margherita Sarli, general director of APT BASILICATA, “recognized worldwide as the benchmark for luxury tourism, is a strategic opportunity for Basilicata, which will participate with its own stand within the Italy area curated by ENIT. We will bring to the international stage a destination that in recent years has shaped a superior hospitality offering that rivals the world’s most exclusive destinations.”

ILTM in Cannes stands out for its exclusively business-to-business formula, with four intense days of scheduled personal meetings and contacts with buyers. These buyers are carefully selected by the organizing body from specialised tour operators, luxury travel agencies, international wedding planners and operators in the MICE segment from all over the world.

Attending the ILTM in Cannes is a crucial milestone in Basilicata's international positioning strategy in the luxury segment, a market that is increasingly seeking authentic, non-massified destinations that can offer unique and unrepeatable experiences in protected contexts where true luxury emerges from the experience itself, from the exclusivity of access, and from deep contact with millenary cultures. During the four days of the event the Basilicata stand will be a strategic hub for meetings with leading global buyers of luxury travel, and will aim at consolidating existing partnerships, opening new distribution channels in high-potential international markets, and firmly positioning the Lucania region among the world’s leading destinations for premium tourism rooted in authenticity, environmental sustainability, and cultural immersion.

Italy is promoting its hidden gems to ease the strain on major cities, but understanding a complex system like Italian tourism means identifying the core that drives the entire sector. 

ItaliAbsolutely spoke with Alessandra Priante, president of the national tourist board ENIT, to explore her own views of the vision shaping Italy’s tourism future.

From Enit's privileged observatory how did the summer go?

"It went very well. Italy continues to be one of the most desirable destinations in the world, and the summer data confirm this: we have recorded a consistent increase in foreign arrivals - in particular from non-European markets -and an excellent hold on domestic tourism. The sea is a fundamental attractor, but the increasing popularity of nature tourism, small towns, villages, and authentic experiences confirms that the strategy to diversify Italy’s tourism offerings is succeeding.”

Which markets is ENIT focusing on and why?

"The United States continues to be our first non-European market and continues to grow. But we are also looking very carefully at Canada, Latin America, Asia and the Middle East. These are markets with high spending power, eager for experiential and quality travel. At the same time, we are not neglecting our European neighbours, which remain crucial for short-haul and medium-haul flows.”

What are the new demands and how are travellers changing?

“Today's traveller wants to feel part of the destination. He is not just looking for a picture postcard, but for authentic experiences. There is a growing focus on wellbeing and sustainability: from slow tourism to outdoor and green facilities. This changes the way Italy has to present itself, and we’re ready to seize these opportunities.”

How can we better manage tourist flows? Are there good examples we can learn from?

“Managing flows means distributing them better, not reducing them. Italy has art cities, mountains, coasts, villages and inland areas. If we succeed in promoting and enhancing this network, we can relieve the pressure on large cities and at the same time generate value for lesser-known areas. Pilot projects in Tuscany, Puglia and Trentino show that digital technologies and targeted campaigns can guide tourists towards alternative routes. Regions like Marche and Abruzzo have also integrated lesser-known areas, giving real substance to strategies for decongesting major attractions.

Many Italian tourist facilities are ageing. Are there also signs of renewal?

“Absolutely yes. Alongside historic properties in need of redevelopment, we are seeing the emergence of new luxury hotellerie projects, sustainable resorts and boutique hotels.The challenge is to maintain the balance between innovation and authenticity.”

What are the main events on which Italy must focus to attract international visitors?

“The calendar is very rich: from the great cultural and artistic events to international sporting events. I'm thinking of L'Aquila Italian Capital of Culture 2026, which will be a symbol of rebirth and an extraordinary attractor. But also to the legacy that the Jubilee 2025 will leave, to music and film festivals, to specialized fairs such as Vinitaly or the Milan Furniture Fair. Italy must use these events as showcases for the country, showing not only its past, but also its future'.”

Once again this year ENIT S.p.A. will be attending the IBTM World exhibition in Barcelona, one of the most important international events dedicated to business and MICE tourism. Many regions and destinations will be on the Italian stand to showcase their tourism offerings and promote Italy as an ideal destination for events, congresses and incentive travel.

MILAN

In 2026, Milan will capture global attention as the host of the Olympic and Paralympic Winter Games, an event that will establish the city as a premier international tourist destination. With architectural icons like the Santa Giulia Arena, the artistic hub of the Grande Brera district, and a selection of luxury hotels and wellness experiences, Milan will offer a unique experience of sport, culture, and lifestyle.

ROME


Rome - Fontana di Trevi

Rome drives the success of Italy’s MICE sector, captivating Europe with a unique blend of heritage, innovation, and hospitality. With a rapidly growing industry, modern infrastructures, and iconic venues, the city turns every meeting into an authentic and unforgettable experience. From major events, to newly revitalized urban districts, Rome has become an international hub where business and culture converge, offering exceptional opportunities for buyers and organizers driven by a targeted strategic vision.

EMILIA ROMAGNA

CIclovia del Sole - ph credits: ©thecrowdedplanet

Meetings and events tourism is a constantly growing part of Emilia-Romagna’s offerings, also as an enhancement of the region’s many regional excellences. In 2026, the goal is to provide increasingly “green” stays, supported by renovated and pedestrianized seafronts, extensive networks of cycling paths promoting sustainable mobility, as well as greater international connectivity through enhanced air and rail links.

MARCHE



Fiorenzuola di Focara, Pesaro - ph credits: Regione Marche Photo Archive

The Marche region presents a landscape of rare beauty, where rolling hills meet the sea and charming villages. Its accommodations provide a refined atmosphere with amenities such as spas, gyms, guided tours, and local food and wine experiences. Elegant residences, convents, castles, patrician villas, and more than a hundred historic theatres offer unique venues for every kind  of event and meeting.

LIGURIA


Flower Riviera Cycle Route, Italian Riviera - ph credits: In Liguria Regional Agency

The Italian Riviera is gearing up for 2026 as a key player in the MICE sector: a unique destination where the allure of the sea meets the elegance of its art cities. With new event spaces, premium services, and immersive itineraries, the partnership with Piedmont brings together sea and mountains in a more sustainable and innovative vision.

CAMPANIA


Castello Aragonese Baia Bacoli

Campania is more than a destination - it’s an experience to be savored. From the iconic coastlines of the Sorrento and Amalfi peninsulas to the charming villages of Cilento, from the islands of Capri, Ischia, and Procida to the Campi Flegrei, and from Irpinia to the Sannio and Matese regions, every part of the region offers unique settings for meetings and congresses. Naples, Caserta, Salerno, and other art cities host events against a backdrop of cultural heritage, innovation, and authentic local atmospheres, turning every occasion into a truly memorable experience.

PIEDMONT



Isola Bella, Lake Maggiore — ph credits: Visit Piemonte Getty Images

Piedmont will bring a world-class range of tourism products to IBTM 2025, featuring sustainable and accessible ideas with strong appeal: a UNESCO heritage made of 16 Royal Residences, 7 Sacred Mounts, and the wine landscapes of Langhe-Roero, and Monferrato. The region also offers a rich variety of MICE and wedding proposals, shopping and major international events, as well as year-round outdoor and sports experiences set in landscapes of extraordinary biodiversity. 

For more information: http://www.visitpiemonte.com

Ostuni Bleisure Meeting in a Masseria - ph credits Gaetano Giordano

Puglia is taking part in IBTM Barcelona 2025 with 10 operators specializing in the MICE sector, spanning destinations from the Gargano to Salento and including over 250 hotels and venues with a total turnover of approximately €400 million. With 900 kilometres of coastline, modern facilities, and a strong regional brand, Puglia hosts some 5,000 events annually across medicine, science and technology, trade, tourism, and food and wine.

SICILY



Teatro Antico in Taormina - ph credits: Sicilian Region Archive

Sicily continues to stand out as one of Europe’s most attractive destinations for business and MICE tourism. With growing international connections, modern conference centers, and unique venues, the island combines excellent infrastructure with genuine hospitality. Sicily is a place where innovation, efficiency, and beauty blend, turning every event into a truly valuable experience for businesses.

Figures from the ICCA (International Congress and Convention Association) show that in 2024 the global meetings industry registered over 11,000 international meetings worldwide; Europe welcomed 56% of these, Asia 18%, North America 10%, Latin America 8% India and Oceania both 3% and the Middle East 2% of the total. Meetings of this type are an economic catalyst for many cities and countries, from mature to emerging destinations, hosting medical (17%), technological (14%), scientific (13%), business (8%) and training (8%) congresses.

While the Catalonia region has a GDP growth of +3.6% (which is more than the +3.2% of Spain and even more than Europe which stands at +0.8%), Barcelona topped the world rating for the number of international meetings with 142 events in 2024, when it welcomed some 126,000 delegates and posted a turnover of US $ 360 million. Barcelona is followed in the rating by London, which with 105 meetings and over 79,000 delegates had an economic return of US$ 298 million. In third place we find Singapore where the GDP grew by 4.4% in 2024, and tourism and business events featured as key factors with 144 meetings, over 93,000 delegates and US$290 million.

The statistics also show that Rome and Milan are up there with the top destinations for MICE tourism.  In 2024 Rome hosted 114 major international meetings for over 58,000 delegates, posting a turnover of USS 200 million. Milan, with 100 international meetings and over 80,000 delegates, had an economic return of USS 237 million. However, the direct economic impact of MICE on a destination is only the tip of the iceberg. 20% of the total value is also made up of knowledge exchange, innovation, internationalization and the social impact.

In 2024, Italy played a leading role with 635 international meetings, confirming its position as European leader and second worldwide, just behind the United States, which hosted 709 meetings. Among the Italian cities. Rome with its 114 meetings is in 9th place in the world ratings and Milan stands out in terms of the average number of participants (803) in third position after Dubai (899) and Barcelona (886).

The meetings industry continues to assert itself as a rapidly expanding driver of economic growth, as shown by the data that emerged from a recent survey conducted by ENIT in cooperation with the Università Cattolica. The MICE sector shows a lively investment trend, with as many as 77.3% of the 450 facilities surveyed planning upgrades for 2024. Among the most active are conference centres (85.7%), historical residences (85.0%), alternative spaces (83.3%) and congress and exhibition centres (82.4%). Investment priorities in 2023 were mainly the upgrading of venues (57.7%), professional training (52.1%) upgrading audio-visual technologies (46.6%) and promotion strategies (42.0%).

From its Alpine peaks to its Mediterranean coasts Italy stands out as one of the most popular destinations for corporate events, congresses and incentive trips. The wealth and variety of locations available - ranging from prestigious hotels and contemporary properties to historical residences, castles and creative spaces - make it possible to tailor customized experiences that enhance great art cities, charming small towns and spectacular natural landscapes.

This versatility makes Italy competitive compared to more established international destinations for the excellence of its services and a constant drive for innovation. Italian conference centres, often located in fascinating architectural and natural settings, offer an immersive experience that interweaves the event with the local cultural heritage, turning each occasion into an unforgettable experience.

A further element of attractiveness is the bleisure phenomenon which combines professional needs with personal pleasure. More and more MICE event participants are choosing to extend their stay to explore the local area, taking advantage of Italy's artistic beauty, natural landscapes and culinary excellence. This trend underscores Italy’s role as a prime destination, combining business opportunities with exceptional experiential travel.

Ivana Jelinic knows exactly what she wants, and those who have known her for a long time will tell you she has always been that way. Clear and determined. A trait that is ideally matched to her role as managing director of ENIT, the Italian National Tourist Board.

“The season went well, the main trend is quite clear, many Italians preferred to go abroad while international tourists came to Italy. It’s worth remembering that, as all the studies show, our country commands exceptional interest and recognition internationally.”  Haven’t certain sectors seen a surge? “Yes, luxury has done very well. And it’s a segment that attracts a lot of investment, like the hotel chains that invest here with new five-star properties.”

There must be a reason why, after so many years, you still work with such focus?  "Of course. The point is that working with continuity, with a stable ministry and a stable ENIT, allows you to plan effectively. This is fundamental for any activity, not just tourism. You are able to plan for the medium to long term, and this allows you to increase the credibility of the sector. Many international players have already finalized their 2027 business plans.”

I think there are other consequences of what you call stability. "Of course. Incredibly we are beginning to extend the season, for hoteliers it now starts in April and ends in November, something that was unthinkable a few years ago. In short, we are talking about a seasonality that if it hasn't doubled, is about to." Yet many Italians missed out on holidays for financial reasons “Yes, that’s true. But let me say that many went abroad for two reasons. Firstly, because there are competitive destinations, while in Italy there can be a lack of services. Let's face it, in some parts of Italy the price and the services are not up to the mark and need to be improved. Secondly, there are low budget countries like Tunisia and Egypt that are very attractive and attract Italian holidaymakers. And in some parts of Italy the difficulty of connections is a bottleneck that is difficult to overcome.”

Let's talk about the WTTC summit that will take place in Rome from 28 to 30 September. "The summit is a world event. There will be ministers, CEOs, authorities, and all this will put Italy at the forefront of the global spotlight. Of course, it’s also a chance to promote Italy as a hub for investment and development. Our goal is to highlight not just the classic historical destinations, but also the lesser-known areas, rich in culture, history, gastronomy, and wine, that offer experiences of the highest quality.”

From what I see your role involves working on multiple fronts. “It does indeed, also because in addition to the day-to-day, we are present at all the world's trade fairs. For the World Travel Market in London in November we will bring 600 companies to the ENIT stand. This has never been done before. And we have many companies still on the waiting list.”

This focus on lesser-known destinations is interesting. “We are doing it by highlighting niche specialisms and innovating our product offering. Traditional models are out of date. This is why we are focusing on emerging markets, pursuing a policy of engagement, and maintaining a strong presence in global tourism.”

As tourism continues to shift, travelers are no longer driven solely by basic needs; they now look to their holidays to fulfill deeper aspirations and values.  We take it for granted that tourism must be environmentally sustainable because, during the Covid pandemic we rediscovered that we live on a planet that welcomes us but, at the same time, governs us. This is why ENIT is committed to sharing best practices in Italy and abroad, leveraging social media as a key channel. To emphasize how deeply this is already incorporated in the customer journey of our Italian holidaymakers, we carried out a study, holding ourselves accountable to this value as well.

ENIT further pursues a wide range of activities that allows it to position itself alongside its European counterparts on the subject of regenerative tourism thanks to the Smarties for SMEs project. And in this Jubilee year it is also developing the theme of spirituality and the impact this has on religious sites, as Italy invests in services aimed at shaping a more advanced offer for this type of tourist.

We remain certain, as we have always been, that tourism must be sustainable from an economic point of view, with a weight of 10.8% of the GDP,  without counting the supply chain, and employing over three million workers. Italian tourism revenues are growing steadily, especially internationally, and will exceed €54.2 billion in 2024. ENIT’s research covers this and much more, such as the results of the biggest sector event in Italy in 2025, the Global Summit of the World Travel & Tourism Council in Rome.

ENIT also focuses on tourism in Italy from the perspective of residents, because what we need today is social sustainability in which we are the most competitive. Thanks to our identity and authenticity, we do not need to invent a narrative, all we have to do is share our tangible and intangible heritage. In our art cities, of course, which are major hubs for international markets, but also in our inland areas which contribute so significantly to our Italian character which is so sought after and loved around the world. Here too, we are strengthening our focus on historic residences, which embody a heritage that bears witness to this very story.

But tourism is also avant-garde, and we are ready to explore opportunities and new frontiers in the field of AI, virtual reality, augmented reality and communication. To conclude, as we usually do ENIT provides the numbers, analyzes the sector and the season as well as providing information and current trends to international markets. It also looks ahead to the near future to provide, as far as possible, support to businesses, operators and institutions, and to jointly develop a sustainable, accessible, regenerative, participatory and innovative form of tourism.



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Puglia, wedged between the Adriatic and Ionian seas, captivates with its castles and cathedrals, millenary olive groves and pristine landscapes. With more than 900 kilometres of coastline, it is one of Italy’s most sought-after destinations, especially for travellers seeking authentic, experiential and sustainable tourism

Puglia hosts major cultural, artistic, musical, food and wine, and film events year-round such as the Bif&est (www.bifest.it), the Bari International Film Festival, which is set to celebrate its 17th edition in 2026. From 21 to 26 March Puglia’s capital will be transformed into an international hub for movie directors, actors, screenwriters, critics, as well as lovers of the big screen and audiovisual culture. The event will showcase world premieres, film lectures, exhibitions, and retrospectives that will draw thousands of spectators. 

Taranto, Castel Sant'Angelo - Mar Grande ph credits: Carlos Solito

In Taranto, the capital of Magna Graecia, the 16th edition of the Medimex-International Festival & Music Conference (www.medimex.it) from 16 to 20 June 2026 will be an opportunity to listen live to top international artists and bands, visit themed exhibitions, and to attend masterclasses and workshops for both professionals and the general public. The event will explore the latest trends in pop, rock and alternative music, and every year draws in younger generations as well as a wider public.

Melpignano Pizzica Rehearsals - ph credits: Paolo Petrignani

Summer in Puglia is celebrated in late August with the Concertone di Melpignano, the culmination of the Festival Notte della Tarantan (www.lanottedellataranta.it), which in 2026 heads towards its 29th edition. This is the most important Italian folk music festival and celebrates the Pizzica, an ancient Salento dance linked to the most authentic traditions of Puglia’s folklore. More than 150,000 spectators from all over the world take part in the all-night Concertone, with the lead conductor, the Notte della Taranta Orchestra, the dance troupe and guest artists, and a cast of more than 60 performers on stage.


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 Mention “Sardinia,” and visions of sun-drenched beaches and secret coves, worthy of a thousand-and-one nights, spring to mind. The island-and-beach pairing is an enduring classic, its appeal constantly renewed and confirmed, and Cala Goloritzè, one of the “pearls” of Baunei in the Ogliastra region, made it to number one in the 2025 World's best 50 Beaches ranking. Enchanting scenery, both on the coast and inland, however, does not tell the whole story. Sardinia also boasts a fascinating history, partly shrouded in mystery, that has left unique legacies, such as the Nuragic Age. Recently the domus de Janas necropolis, dating back to the 4th-3rd millennium B.C., was declared a UNESCO World Heritage Site. A prestigious recognition that will be presented in Rome on 25-26 September at the World Tourism Event.

Sardinia’s millenary heritage is also expressed in the art of manufacturing, an extraordinary promotional vehicle that the Region of Sardinia will enhance with the relaunch of the ISOLA brand and the virtual showcase of artistic handicrafts. From knowledge to flavours: the island is home to good food and excellent wines which are one of the “secrets” of the Sardinians' elixir of life. Environment, well-being, sustainability, quality of life, food and wine and longevity, are all elements of irresistible allure with which Sardinia will make its mark on the international stage in 2026.

S'Incantu - Necropoli di Monte Siseri - Putifigari - credits Archeourivagando​

Necropolis of Montessu – Villaperuccio – photo by Egidio Trainito

Necropolis of Sant'Andrea Priu – Bonorva – photo by Sergio Melis

Necropolis of Sant'Andrea Priu – Bonorva – source: www.sardegnaturismo.it​

Bridge over the Temo River – Bosa – photo by Nick Fox - www.shutterstock.com​

Tradition is identity.  There are events that have been repeated identically for centuries, which have now become a major tourist attraction, and they are a key area of investment for the Sardinia Region and set to yield results in both the short and medium term. Efforts are underway to amplify the island’s early-year events, turning the spotlight on Sardinia and creating a compelling reason for travelers to set their sights on it. Starting with New Year's Eve then continuing with Carnival, or rather the many carnivals, because each town has its own, and on into Holy Week, when from Palm Sunday to Easter Monday it is possible to fully immerse oneself in engaging experiences. Then cone the island’s flagship events.

Protagonists of these events are cities such as Alghero, Cagliari, Nuoro, Olbia, Oristano and Sassari as well as smaller picturesque towns. Promotions in 2026 focus on a cluster of 15 certificates like the “Orange Flag” and “Italy's Most Beautiful Small Towns.” These small towns offer a glimpse of authentic Sardinia, where living memories tell stories of local knowledge and flavors, embodying a model of environmental, economic, and social sustainability, and celebrating the slow appreciation of both tangible and intangible heritage. The emblem of slow tourism is the Noi Camminiamo in Sardegna (We Walk in Sardinia) project, which has its highlight in the event at the beginning of October. The itineraries proposed for this 4th edition will highlight the walking tourism offerings for the upcoming year.

Slow tourism is one of the two players chosen to accompany the discovery of the territory. The other is active tourism. Sardinia is an “open-air gym” where enthusiasts practice their favourite outdoor activities in inimitable settings. After the successful campaigns of the last two years, in 2026 the island will once again be promoted as an outdoor hub. Direct marketing will be based on a series of itineraries taken from guidebooks produced by the Region. The programme will be enhanced by itineraries drawn also from newly released publications, expanding the portfolio to include archaeological and cultural trails, wine and culinary routes, walks, and charming village experiences. Finally 2026, The Year of Sardinian Emigration to Argentina, will see the feedback from the promotional activities carried out this year by the network of the nine Sardinian clubs in Argentina.


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