For Destination Verona Garda Foundation it was a satisfactory 2025, which brought further development and promotions on international markets.
Positive tourism trends recorded
“The trend has been positive for these destinations promoted by the Foundation,- confirms general manager Luca Caputo. - The organization I run encompasses the two DMOs of Lake Garda Veneto and the art city of Verona, as well as the four brands of the province of Verona: Lessinia, Pianura dei Dogi, Soave-Est Veronese and Valpolicella. These are different products in terms of both seasonality and type of clientele, but they have recorded positive tourism trends."
“Increasing the number of tourists from key markets”
The result has certainly been helped by the gradual expansion of the international customer base, an area on which the Destination Verona Garda Foundation is actively concentrating. "We are gradually increasing the number of tourists from key markets. Over the last two and a half years, we have invested in the United States, in France and in Spain. This has been facilitated by our collaboration with airlines such as Air France, which, after two years, reintroduced its first direct routes for the entire season. Hence the significant effort made by Destination Verona Garda in terms of co-marketing to strengthen and support the investments made by the carrier."
Promoting sustainable and balanced tourism growth
Looking ahead to 2026, Caputo is confident: "The goal is to repeat the brilliant performance of 2025. We are working on increasing the average length of stay in Verona, which is already showing positive signs, and we will continue to reposition the product on the US and other international markets that are strategic for us. Verona must increasingly become the starting point for exploring the Veneto region, extending as far as Milan and Venice. To this end we will also work on the hospitality system, promoting a more in-depth and widespread knowledge of the region." Great attention is also being paid to sustainable development. “The foundation is at the forefront of promoting sustainable and balanced tourism growth. We are the first destination in Veneto to address this issue, and one example of this is the GSTC certification, one of the most authoritative standards in the sector.”
Using culture as a lever to drive tourist flows
The next steps in the business plan are clear: "We will develop new initiatives in the Veneto and the domestic market involving the management of cultural attractions in different municipalities. The Foundation is not only a tool for promotion and communication, but also for managing important levers to drive tourist flows. Through a business plan shared with individual municipalities, Destination Verona Garda could take on the management of attractions to boost the competitiveness and appeal of destinations." Caputo further stresses the need to enhance the management of the tourist Info Points.
