Veneto, the top Italian region for tourism in 2023, is leveraging the 2026 Winter Olympics and its UNESCO sites.

Preserving rare arts and crafts

The top Italian region for tourism in 2023 with 73 million visitors and a turnover of €18 million,  Veneto recognizes tourism as a key driver. Its strengths include nine UNESCO World Heritage sites (the second-highest number in Italy) and three MAB Biosphere reserves - Po Delta, Po Grande, and Monte Grappa – as well as two intangible heritage sites, the art of glass beads and Tocatì traditional street games, that preserve increasingly rare arts and crafts. 

Conegliano Hills - Veneto

An intelligent and climate-sensitive destination

Embracing the concept of slow tourism, aligning with new travel motivations, and emphasising sustainability and climate adaptation, the Veneto region aims to position itself as one of the first "intelligent & climate-sensitive" European destinations.

“The Olympics add to the charm of unique wonders”

Federico Caner, regional councillor for tourism emphasises the allure of its UNESCO sites as a strong attraction, highlighting destinations like the UNESCO site of Cortina which will gain global visibility with the Olympic and Paralympic Games in Milan Cortina 2026. “The Olympics add to the charm of unique wonders such as the 14th-century frescoes and the Botanical Garden in Padua, the Prosecco Hills of Conegliano and Valdobbiadene, the the Palladian villas, not to mention Vicenza and Venice and its lagoon,” said Caner.

Villa Pisani - Veneto

The 2nd International Exchange of UNESCO Sites

The opportunities presented by the 2026 Games extend beyond the sporting event and include synergies between the various areas involved. From May 29 to 31, in Castelbrando (TV), the 2nd International Exchange of UNESCO Sites will bring together Italian and foreign tour operators, together with the specialised press, to explore the area which will be home to the 2026 Winter Olympics. 

Piedmont’s tourism soars and Alessando Zanon, director of VisitPiemonte, the region's operational tourism arm, reconfirms the positive trend for the first half of the year. 

Innovative itineraries and international prestige 

“Compared to the first half of 2022 we had a +14.3% increase in arrivals and 10.1% in overnights. Foreign markets drove this trend with +22%, and Germany was the leading foreign market with+14.3% in arrivals, followed by France and Switzerland. UK visitors were down although overnight stays rose by 14%. The United States, in sixth position, registered an increase of about 50% while Italian arrivals rose by 9.6%, with overnight stays remaining stable.  All our attractions were successful from Turin (+23.1% arrivals and +5.4% overnight stays) to our lakes (+13.1% arrivals and +20% overnight stays), hills (+10.4% arrivals and +7.8% overnight stays) and mountains (+2.2% arrivals and +7.7% overnight stays)".

“We launched Historic Mountain Roads for bikers and trekkers” 

Piedmont as a destination for nearby markets is mainly determined by individual choice, but for the more distant markets, the role of TOs and travel agencies is decisive said VisitPiemonte’s director.

“Among the novelties launched in 2023 the Historic Mountain Roads consists of 17 itineraries from Cuneo to Val di Susa along old military routes that are ideal for trekking or mountain biking but can also be travelled - with due rules and limits - by motor vehicles. And there is also the new Via Francigena for All.”

With reference to investments Zanon confirmed VisitPiedmont’s presence at the WTM in London and, in 2024 at Utrecht, the Fitur in Madrid, Munich, the ITB in Berlin, and Lisbon. “We are also planning an event in the Arab Emirates, and we will focus on trade fam trips linked to specific products.