Bologna continues to strengthen its international standing, and is moving towards a new international dimension, says Daniele Ravaglia president of the Bologna Welcome Foundation.
What experiences is the Foundation focusing on to convey the city’s true spirit to international travellers?
"International tourists now account for over 50% of visitors, peaking at 61% as the result of a structured approach to foreign markets. We have around 200 tourist experiences in our catalogue, 40% of which are cultural and in multiple languages. Some 70% of bookings are made online and visitors arrive already well-informed and with specific expectations." One of the most popular experiences is the “Discover Bologna” guided tour through the heart of the city added to which there are major cultural attractions, from historic buildings such as Palazzo Pepoli, to iconic sites such as the Archiginnasio, the Clock Tower and the porticoes, a UNESCO World Heritage Site. Another key element is food and wine with 81% of visitors researching it before arriving. We have launched authentic experiences like dining in the homes of the "Cesarine" to experience traditional Bolognese cuisine in a domestic setting."
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How are you promoting Bologna and its surrounding area in an integrated way using culture, food and wine, and lifestyle?
“We don't limit ourselves to the city but promote the entire metropolitan area. From 2019 to the present we have seen a 17% increase in visitors to this area. The Apennines, in particular, are experiencing a period of strong growth, and we are focusing on outdoor tourism and walking trails. Our aim is to spread tourist flows across a wider area, offering them a more complete and authentic experience, and including lesser-known towns and villages, landscapes and heritage sites."
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Looking ahead what vision guides Bologna Welcome’s projects for sustainable tourism growth that can attract new markets?
"We want to maintain a balance between tourism growth and quality of life for residents. We are working on distributing visitor flows, both geographically and over the year, In 2025 we recorded 2.27 million arrivals and 5.4 million overnights stays and we continue to invest heavily in Europe and the United States, which represent our main source markets. We are also looking at emerging markets such as Japan and India, and at the MICE sector. Bologna is the third Italian city in terms of MICE visitor numbers and is highly valued by international organizers. The future lies in high-quality, sustainable tourism that is increasingly integrated with the local area, and capable of generating not only economic but also social value.”
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