The goal is Bolzano all year round says tourist board director Roberta Agosti.
Events are boosting year-round tourism
The South Tyrolean city, gateway to the Dolomites, gets a head start on the season with a calendar designed to sustain visitor numbers during the shoulder seasons. Events like the 136th edition of the historic Flower Festival in Piazza Walther from 30 April to 1 May are part of a broader strategy to combat seasonality and strengthen the destination’s identity,
What is the outlook today, and what are the trends in visitor numbers and profiles?
“2026 started with a slight increase thanks to the spillover effect of the Winter Olympics - an international crowd that is not usually found in Bolzano at this time of year. We are pleased with this expansion from traditional markets to new visitors."
Which are the most dynamic foreign markets and your strategies are for boosting arrivals?
“Undoubtedly the US and South American markets. Bolzano is a small Alpine town, called "the coolest in the Alps" by the Frankfurter Allgemeine which went on: "different languages and cultures coexist. The vibrancy of local trade, the museums, castles and vineyards all bear witness to a city to be experienced to the full, all year round.”
Looking at spring-summer 2026, what new initiatives and products are in your focus?
“For several years we have focused on a calendar of events in early spring to combat seasonality, and the figures prove us right. Events such as the traditional Weinkost, concerts in the squares and the Flower Market help in the low months. Stretching the season is also helped by sporting events." 
Bolzano Festa dei fiori BoznerBlumenmarkt Courtesy L. Guadagnini
Alpine destinations and the great art cities are increasingly competitive, where do you need to boost Bolzano and where are you investing?
“Bolzano is a small city with a great mix of attractions at the gateway to the Dolomites, and ideal for exploring South Tyrol. This is the core of our message, an area where we can be competitive.”
How important is your work with operators, hoteliers and institutions?
“Only by working together can we become competitive, so networking matters even more today than in the past. We are increasingly involving operators in the organization of our events, so that they can identify tourism that also appeals to locals, which also makes it feel authentic for short-term visitors.”
