Italy is promoting its hidden gems to ease the strain on major cities, but understanding a complex system like Italian tourism means identifying the core that drives the entire sector.
ItaliAbsolutely spoke with Alessandra Priante, president of the national tourist board ENIT, to explore her own views of the vision shaping Italy’s tourism future.
From Enit's privileged observatory how did the summer go?
"It went very well. Italy continues to be one of the most desirable destinations in the world, and the summer data confirm this: we have recorded a consistent increase in foreign arrivals - in particular from non-European markets -and an excellent hold on domestic tourism. The sea is a fundamental attractor, but the increasing popularity of nature tourism, small towns, villages, and authentic experiences confirms that the strategy to diversify Italy’s tourism offerings is succeeding.”
Which markets is ENIT focusing on and why?
"The United States continues to be our first non-European market and continues to grow. But we are also looking very carefully at Canada, Latin America, Asia and the Middle East. These are markets with high spending power, eager for experiential and quality travel. At the same time, we are not neglecting our European neighbours, which remain crucial for short-haul and medium-haul flows.”
What are the new demands and how are travellers changing?
“Today's traveller wants to feel part of the destination. He is not just looking for a picture postcard, but for authentic experiences. There is a growing focus on wellbeing and sustainability: from slow tourism to outdoor and green facilities. This changes the way Italy has to present itself, and we’re ready to seize these opportunities.”
How can we better manage tourist flows? Are there good examples we can learn from?
“Managing flows means distributing them better, not reducing them. Italy has art cities, mountains, coasts, villages and inland areas. If we succeed in promoting and enhancing this network, we can relieve the pressure on large cities and at the same time generate value for lesser-known areas. Pilot projects in Tuscany, Puglia and Trentino show that digital technologies and targeted campaigns can guide tourists towards alternative routes. Regions like Marche and Abruzzo have also integrated lesser-known areas, giving real substance to strategies for decongesting major attractions.
Many Italian tourist facilities are ageing. Are there also signs of renewal?
“Absolutely yes. Alongside historic properties in need of redevelopment, we are seeing the emergence of new luxury hotellerie projects, sustainable resorts and boutique hotels.The challenge is to maintain the balance between innovation and authenticity.”
What are the main events on which Italy must focus to attract international visitors?
“The calendar is very rich: from the great cultural and artistic events to international sporting events. I'm thinking of L'Aquila Italian Capital of Culture 2026, which will be a symbol of rebirth and an extraordinary attractor. But also to the legacy that the Jubilee 2025 will leave, to music and film festivals, to specialized fairs such as Vinitaly or the Milan Furniture Fair. Italy must use these events as showcases for the country, showing not only its past, but also its future'.”
