Innovation, authenticity and tailor-made experiences for travellers: these are the highlights of Liguria’s tourism programme.
Liguria is aiming for year-round tourism
With many projects in the pipeline for 2025 designed to attract visitors throughout the year, ranging from sports to cultural tourism and from food and wine to experiential itineraries the region is forging ahead. “In 2025 we will continue with our policies of to deseasonalize and promote our entire territory, from the coast to the hinterland, from seaside resorts to mountain villages. Then we will establish DMOs, supported and incentivized by the region, to provide the necessary tools for professional process management, enhancing synergy between public and private actors,” explains Luca Lombardi, councillor for tourism of the Liguria region. 
“Our aim is accessible and inclusive tourism”
“These activities will be coordinated through the DMS aimed at the promotion and marketing of tourism, alongside accommodation facilities, tour operators, travel agencies and tourism services providers. The third aim is accessible and inclusive tourism: a very sensitive issue to which the Liguria region has always shown great attention. In this regard, the “Accessible Sea Guide,” which will also be produced in 2025, and the “Accessible Liguria” section of the lamialiguria.it website are worth mentioning’.
Liguria is Lonely Planet’s “Best in Travel 2025”
This year Liguria is officially the European Region of Sport, a recognition that confirms the territory's outdoor vocation and is an important driving force for tourism. Events, dedicated infrastructure and new immersive experiences will make 2025 a key year for positioning the region among the most dynamic and attractive destinations in Europe. Genoa is committed to consolidating its role as a tourist destination of excellence with a series of strategic projects aimed at sustainable growth and an increasingly varied and qualified range of travel experiences. The Ligurian capital is also the only Italian destination to have been awarded the title of “Best in Travel 2025” by Lonely Planet, and is “establishing itself as a destination that is increasingly favored by tourists worldwide, with steadily growing numbers and trends as evidence.”
La Spezia’s Palio del Golfo boat show
“Best in Travel 2025” La Spezia – with the slogan “Always Different” – offers a combination of sea, culture, food and wine and the city's great vocation for trade, and it is also among the ten finalists for the title of Italian Capital of Culture 2027. There are many events in the first part of the year. From the Bitesp-Fiera del Turismo (31 March-2 April) to the Festival dell'Outdoor at the end of April, and the Oyster Fest in May. In June there are the celebrations for the 100th Palio del Golfo featuring many sailing ships, including the Amerigo Vespucci, which will be open to visitors from the 16 to 21June.
“Attracting each tourist to Liguria has cost us 18 cents”
Savona is another rcandidate for Italian Capital of Culture 2027 and views itself as the cultural center of the Northwest, capable of driving new tourist traffic and creating a positive economic impact across the entire province. A multifaceted process is already underway, featuring construction projects, partnerships, new strategies, and tangible actions. Imperia is focusing on several major projects to boost tourism and the local economy, including the renovation of the marina, together with the construction of a cycle path and the introduction of new technologies for local transport. “As far as investments are concerned,- adds the councillor, -they have grown year on year over the last three years. In 2024, an analysis by Happy Minds showed that Liguria is the top Italian region for economic ROI with a euro/attendance ratio of 0.18. This means that attracting each tourist to Liguria has cost us 18 cents.”
Traditional and emerging markets
The promotion of Liguria started with three important events in Europe: Vakantiebeurs in the Netherlands, TravelXpo in Norway for the first time, and Fitur in Madrid. “The aim is to be present at all the most important trade fairs worldwide,- says Luca Lombardi. On the one hand the number of tourists from Liguria's traditional markets, such as France and Great Britain, is growing, but on the other hand, there is a significant increase in visitors from what we can call emerging markets like Turkey, China, Croatia, India, Bulgaria, Poland, Romania and New Zealand.”
