Discovering Lombardy at a leisurely pace around Italy’s largest lake, Lake Garda. 

Lake Garda is one of the most sought-after destinations 

With less than a year until the Winter Olympic Games, set to take place from February 6 to 22, 2026, Lombardy - alongside Veneto and Trentino Alto Adige - is embracing collaboration as a strategic model. Starting with “Garda Unico” a project designed to develop a unique and comprehensive experience around Italy's largest lake, which is one of the most sought-after destinations in northern Italy. 

Lakes, rivers and waterway trails in Lombardy

“Tourists who visit Lake Garda do not distinguish between the borders of Lombardy, Veneto and Trentino, - says Barbara Mezzali, regional councillor for tourism, fashion, territorial marketing and major events. - To avoid road congestion, we are working together to improve public and private transport services on the lake, adapting the frequency of the boats to the seasons and to demand.” The presence of lakes, the river Po and an efficient network of waterways is leading Lombardy to progressively shift what is now road transport to water. Not just with a nod to sustainability, but also as an opportunity to enjoy unique experiences.

International visitors are discovering provincial towns 

For the region the international market represents 70% to 85% depending on the province, and now around Milan, a consolidated brand and centre stage for fashion shows and major events, it intends highlighting the best of eleven highly appealing provinces. These are all very different areas with a series of “Trails of Faith” that are accessible on foot or by bicycle that touch on over 60 churches and sacred places, some of which are linked to UNESCO sites. 

The Lombardy Style is appreciated worldwide 

Tourism, together with design, fashion and the cosmetics industry represents 16% of Lombardy's GDP, and is also one of the cornerstones of the Lombardy Style, a project that aims to promote the excellences of the territory. “On a national level Lombardy holds 30% of the design sector, 54% of the fashion sector and 65% of the cosmetics sector which is equal to 2% of the global total, “ explains Mezzali. 

“Food the first spend for foreign guests”

“Tourists who visit us spend 20% on accommodation, and the rest on purchases, services and events. This type of tourism creates a consolidated transversal economy, and we know that foreign guests’ first spend is not on fashion, but on food. Either as a delicacy to take home or to give as a gift, something that can't be bought elsewhere. Nowadays they are not asking to go to Via Montenapoleone, but for a boat to go fishing for some bass and then a cook to prepare it for them…”

By water and by land, Lombardy offers visitors a range of experiences. 

Lake Garda is Italy’s largest lake

With less than a year until the Winter Olympic Games, set to take place from February 6 to 22, 2026, Lombardy - alongside Veneto and Trentino Alto Adige - is embracing collaboration as a strategic model. Starting with “Garda Unico” a project designed to develop a unique and comprehensive experience around Italy's largest lake, which is one of the most sought-after destinations in northern Italy. 

Improving public and private transport services on the lake

“Tourists who visit Lake Garda do not distinguish between the borders of Lombardy, Veneto and Trentino, - says Barbara Mezzali, regional councillor for tourism, fashion, territorial marketing and major events. - To avoid road congestion, we are working together to improve public and private transport services on the lake, adapting the frequency of the boats to the seasons and to demand.”

Harnessing  Lombardy’s waterways

The presence of lakes, the river Po and an efficient network of waterways is leading Lombardy to progressively shift what is now road transport to water. Not just with a nod to sustainability, but also as an opportunity to enjoy unique experiences. This is already happening along the Ticino river that links villages suspended in time a few kilometres from Milan and Malpensa airport, and also in the town of Mantua where boats from Venice arrive with 200 or 300 passengers who then continue their tour on bicycles.

International markets are key to Lombardy

For the region the international market represents 70% to 85% depending on the province, and now around Milan, a consolidated brand and centre stage for fashion shows and major events, it intends highlighting the best of eleven highly appealing provinces. These are all very different areas with a series of “Trails of Faith” that are accessible on foot or by bicycle that touch on over 60 churches and sacred places, some of which are linked to UNESCO sites. Tourism, together with design, fashion and the cosmetics industry represents 16% of Lombardy's GDP, and is also one of the cornerstones of the Lombardy Style, a project that aims to promote the excellences of the territory. “On a national level Lombardy holds 30% of the design sector, 54% of the fashion sector and 65% of the cosmetics sector which is equal to 2% of the global total, “ explains Mezzali. 

Visitors want experiences 

“Tourists who visit us spend 20% on accommodation, and the rest on purchases, services and events. This type of tourism creates a consolidated transversal economy, and we know that foreign guests’ first spend is not on fashion, but on food. Either as a delicacy to take home or to give as a gift, something that can't be bought elsewhere. Nowadays they are not asking to go to Via Montenapoleone, but for a boat to go fishing for some bass and then a cook to prepare it for them…”

Piedmont’s provisional tourism data for 2024 points to a 2% growth over 2023. 

Visitor numbers are on the rise

Arrivals and departures for the northern region are on the increase, as is the number of foreign visitors, which has risen by about one percentage point. For Piedmont, in line with “Piedmont for All,” which features 21 accessible and sustainable routes, the 2025 mission statement is focusing on multiple key areas.

Positioning Piedmont on the world stage

“We are aiming for a Piedmont within everyone's reach,- says Marina Chiarelli, regional councillor for tourism, culture and sport, - a region committed to breaking down architectural barriers, improving interregional transport and making travel easier for those arriving at Turin’s Caselle Airport or those on international and intercontinental flights flying into nearby Malpensa Airport. Outdoor activities, culture, events, local specialties and food and wine are a powerful mix for positioning Piedmont on the world stage as a destination for all forms of tourism.

“€1 invested in hospitality generates €8 in return”

“The combination of major events and tourism is a winning one, and we will continue to invest in it. The ATP Finals have shown that €1 invested in hospitality generates €8 in return, not to mention the boost to Piedmont’s reputation. Today we no longer have to bid for events, the organizers come to us.” While waiting for the return of the ATP Finals in November, Piedmont has other important events scheduled for 2025. From 23 to 26 August the provinces of Biella, Cuneo, Novara, Turin and Vercelli will host the 2025 Vuelta a España, the most important Spanish cycling race, while from 28 to 31 August Turin will host the final international men's volleyball tournament before the World Championships due to take place in the Philippines. 

Turin is Italy’s City of Magic 

In the Jubilee year, growing interest in nature and slow tourism enriches the network of trails within the Piedmont Spiritual Paths System and the circuit of villas around Lake Maggiore, Lake Orta and the Ossola Valleys which are guardians of centuries-old parks and unique botanical gardens. Turin and Cuneo are also “magical” destinations as they will host the prestigious FISM Italy - World Championship of Magic from 14 to 19 July.

Food and wine festivals

The calendar is further enhanced by great food and wine. From The World's 50 Best Restaurants, which will announce the world's best chefs on 19 June, to Risò when, from 12 to 14 September, Vercelli will host the first edition of an international fair dedicated to the world's most popular food. This will be followed by Cheese in Bra (19-22 September) and in October to December the International Alba White Truffle Fair.

Confident and compassionate by nature, Turin is using sports to boost tourism arrivals.

2024 marks the 4th year of the APT Tennis Finals 

In 2019 - the year Turin won the organization of the Nitto ATP Tennis Finals 2021/2025, beating competitors such as Tokyo and London – the news was greeted with no small amount of skepticism. The adventure that began on the field in 2021, amidst restrictions and fears linked to Covid, has recently closed a record fourth edition with 210,000 attendees at the Inalpi Arena (+77% over 2021), bringing an economic impact of over €503 million to the city. 

Many sports’ federations were founded in Turin

This reminds us that in Turin, capital of the Kingdom of Italy in the 19th century, saw the birth of some of the first sports’ federations like football and rowing, and is a unique promotional showcase for the Piedmont region, as was proved by the success of the 2006 Winter Olympic Games. Of course the Sinner effect has contributed to the success of the ATP, but it rewards an organization which has won over both audiences and sponsors, allowing Italy to take over the event until 2030.

Mole of Turin

Visitors describe Turin as vibrant and charming 

The city - described by many visitors as “beautiful, amazing, vibrant, charming”  - with its backdrop of squares and palaces has hosted over 200 off events: talks, tastings and guided tours organized by the City of Turin, the Piedmont Region and the Turin Chamber of Commerce in cooperation with Turismo Torino e Provincia and Visit Piemonte and the six regional ATLs.

Turin CasaTennis - AlexBellini

More than 50% of visitors take in a museum

According to a survey by the Observatory of Tourism and the Province, during the Nitto ATP Finals event the city attracted tourists from under-25 to 65 years of age whose main interests are sport (25%), music (16%), cinema, theatre and dance (15%). Many were regional visitors (41%), some of whom were in town for the first time (20%). As for the target audience, 45% arrived by car, 28% by train and 21% by plane. Some 74% stayed at least one night in Turin, but the average stay was three or more nights (30%). It should be noted that 51% of respondents visited at least one museum, in particular, the Egyptian Museum, the National Cinema Museum or the Royal Museums.

Visit Brescia was an “outsider” that showcased the region’s appeal for international buyers on an ItaliAbsolutely fam trip to the Emilia-Romagna and Marche regions.  

“Brescia is 9th in Italy for tourist arrivals” 

The fam trip with which Italiabsolutely took a group of buyers to discover unusual aspects of  the Emilia Romagna and Marche regions, had as its “outsider” Visit Brescia, an in-house company of the Lombardy city's Chamber of Commerce, which hosted the buyers for an evening of  business and entertainment held at the Club del Sole in Rimini. Following the welcome greetings of Graziano Pennacchio and Manuel Gabriele, respectively managing director and general manager of Visit Brescia, a video featured the various aspects of the area and its many attractions. “For years Brescia has been by definition the city of iron and steel,- said Graziano Pennacchio, CEO of Visit Brescia, - but we must also remember that we are 9th in Italy for tourist arrivals, with volumes that exceed those of the whole of Sicily.”

The city and 206 municipalities are actively promoted

The Italian Capital of Culture 2023, together with Bergamo, Brescia is becoming increasingly aware of its appeal. “If the name Visit Brescia leads one to think that promotional activity is limited to the city,- continued Pennacchio, -in reality the commitment is extended to 206 municipalities and areas of great appeal. From Franciacorta with its signature wine routes to the triptych of lakes - Garda , Iseo and Idro - that are an authentic magnet for nature and outdoor enthusiasts, to Pontedilegno and Tonale that are favourites with mountain lovers in all seasons. Then there is our cultural wealth, from the Santa Giulia Museum, to Padernello Castle and the Brixia Romana park, one of the best-preserved archaeological sites in Italy, which has been a UNESCO World Heritage Site since 2011.” 

The Brescia area has 16 five-star hotels and 13 golf courses

The fulcrum of the evening was a workshop that saw around a dozen Brescian operators (see box) present the diversity of offerings and the level of hospitality provided to visitors from various EU countries, North America, China and Malaysia. “Of the 700 hotels in the Brescia area, 16 are five-star and we have 13 golf courses and a number of starred restaurants,- said the CEO of Visit Brescia who added that the governance project, which started in 2023, will take effect within three years. “The intention is to transform the PR and communications firm into a DMO connecting supply and demand and be a true benchmark for local DMOs, proactively organizing B2B and B2C workshops.”  Visit Brescia is a partner of the main trade fairs and promotional events organized by the Lombardy Region in Europe, the USA, Canada and the Middle East.

The Visit Brescia workshop was attended by the following operators:

Boutique Hotel Villa Sostaga, Caldana Europe Travel, Municipality of Brescia, Consorzio Lago di Garda Lombardia, Italy destinations by Paltours, Bonatto Hotels & Apartments, Strada del Vino - Franciacorta,Tourism Office of the Mountain Community of Valle Sabbia, Visit Trompia Valley.

Seven new weekly Turkish Airlines flights open up Piedmont to 349 destinations in the Middle and Far East, Africa and the Americas. 

A return to Turin after 6 years

Six years after the suspension of its Istanbul-Turin flights Turkish Airlines - which now serves nine Italian destinations – returned to Turin on 10 July with Istanbul-Turin Caselle Airport services. This is an important step for Caselle, awarded the best airport with fewer than five million users, which has been making new traffic records for the last two years (from January to today it has increased by +1.6% in passenger traffic. Ed.)

“A further development driver for the entire economy of our region”

This is certainly the most strategic novelty of the year,- said Elisabetta Oliveri, president of Turin Airport. -The launch of this flight opens up new prospects for growth, and also represents a further development driver for the entire economy of our region, reconfirming the role of the airport as a strategic player in growth.” Oliveri’s statement is confirmed by Chamber of Commerce data: in the first quarter of 2024, Piedmont’s exports to Turkey totalled €363.2 million, with imports slightly lower at €310.1 million.

The flights allow for many connections

The weekly flights of Turkish Airlines vary to allow passengers to take the greatest number of connections. On Mondays, Tuesdays, Thursdays and Saturdays departures are at 10.15 a.m. and the flights arrive in Turkey at 2.10 p.m. local time. From Istanbul, on the same days, the flights depart at 7.15 am and arrive at 9.20 am. On Wednesdays, Fridays and Sundays the departure from Istanbul is at 5.00 p.m. with arrival in Turin at 7.05 p.m., from where the aircraft will leave at 8.00 p.m. to land in Turkey at 11.55 p.m. A Boeing 737-800 is currently used on the route, but the future use of larger-capacity aircraft is not ruled out.

Bilal Eksi, Turkish Airlines CEO attended

The inauguration was attended by Turkish Airlines CEO Bilal Eksi  together with the company's top management, the consul general of Turkey in Milan Mehmet Ozoktem, and representatives of the economic and business world. All agreed that the flights “open Piedmont to tourist and business markets not served up to now, which will be able to comfortably reach Turkey and the entire North West,” said Andrea Andorno, managing director of Turin Airport.  

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.