Ivana Jelinic knows exactly what she wants, and those who have known her for a long time will tell you she has always been that way. Clear and determined. A trait that is ideally matched to her role as managing director of ENIT, the Italian National Tourist Board.
“The season went well, the main trend is quite clear, many Italians preferred to go abroad while international tourists came to Italy. It’s worth remembering that, as all the studies show, our country commands exceptional interest and recognition internationally.” Haven’t certain sectors seen a surge? “Yes, luxury has done very well. And it’s a segment that attracts a lot of investment, like the hotel chains that invest here with new five-star properties.”
There must be a reason why, after so many years, you still work with such focus? "Of course. The point is that working with continuity, with a stable ministry and a stable ENIT, allows you to plan effectively. This is fundamental for any activity, not just tourism. You are able to plan for the medium to long term, and this allows you to increase the credibility of the sector. Many international players have already finalized their 2027 business plans.”
I think there are other consequences of what you call stability. "Of course. Incredibly we are beginning to extend the season, for hoteliers it now starts in April and ends in November, something that was unthinkable a few years ago. In short, we are talking about a seasonality that if it hasn't doubled, is about to." Yet many Italians missed out on holidays for financial reasons “Yes, that’s true. But let me say that many went abroad for two reasons. Firstly, because there are competitive destinations, while in Italy there can be a lack of services. Let's face it, in some parts of Italy the price and the services are not up to the mark and need to be improved. Secondly, there are low budget countries like Tunisia and Egypt that are very attractive and attract Italian holidaymakers. And in some parts of Italy the difficulty of connections is a bottleneck that is difficult to overcome.”
Let's talk about the WTTC summit that will take place in Rome from 28 to 30 September. "The summit is a world event. There will be ministers, CEOs, authorities, and all this will put Italy at the forefront of the global spotlight. Of course, it’s also a chance to promote Italy as a hub for investment and development. Our goal is to highlight not just the classic historical destinations, but also the lesser-known areas, rich in culture, history, gastronomy, and wine, that offer experiences of the highest quality.”
From what I see your role involves working on multiple fronts. “It does indeed, also because in addition to the day-to-day, we are present at all the world's trade fairs. For the World Travel Market in London in November we will bring 600 companies to the ENIT stand. This has never been done before. And we have many companies still on the waiting list.”
This focus on lesser-known destinations is interesting. “We are doing it by highlighting niche specialisms and innovating our product offering. Traditional models are out of date. This is why we are focusing on emerging markets, pursuing a policy of engagement, and maintaining a strong presence in global tourism.”
