The Marche region is using its small towns, villages and experiences to boost inbound travel.
Evaluating Italian and regional tourism trends
“These meetings are important opportunities to discuss trends in the Italian and regional tourism market. Today, we operators are used to operating in a constantly evolving context, marked by rapid changes and an international climate that inevitably influences people’s travel choices,” says Federico Scaramucci, owner of Raffaello Travel Group – a tour operator specialized in inbound tourism in the Marche region – and founding member of Lands of Urbino, the association established in 2020 to promote and enhance the province of Pesaro Urbino,
Special interest from the French and German markets
Looking to the coming months with confidence Scaramucci continues: “Tourism is a dynamic sector that can react quickly to economic and geopolitical scenarios. We are therefore cautiously optimistic about the summer season. Many Italians might choose to holiday at home, favouring less crowded locations with a stronger sense of identity over traditional destinations. Then we are seeing interest from European markets close to Italy, particularly from German-speaking and French-speaking areas such as Germany, Switzerland, Belgium, the Netherlands and France.”
Developing a coordinated ongoing promotional strategy
In this context the Marche region can play a strategic role thanks to its small towns and villages, the quality of its hospitality and its slow and experiential tourism. “Our region is particularly appealing to those seeking authenticity, tranquillity, nature, culture and experiences linked to local traditions. “We are working alongside local operators and institutions to establish a destination management organization, and to develop a coordinated and ongoing promotional strategy, active all year round, targeting both Italian and international markets.”
Digital communication is vital
Significant attention is also being paid to digital communication. “Today, tourists want to get to know and experience a destination even before they leave home. This is why it is essential to invest in online promotion and to showcase the region in an engaging and contemporary way.” Among the Marche region’s strengths, Scaramucci underscores experiential tourism linked to nature, sport, the outdoors and food and wine, with the truffle cited as a symbol of identity and an ambassador for the region on international markets. The aim is to stretch tourist flows throughout the year through authentic experiences and activities spread across the region.
Aiming for European Capital of Culture 2033
Scaramucci also refers to promoting Urbino, together with Pesaro and the entire provincial area, to be nominated as European Capital of Culture 2033: “This is a strategic project that could represent a significant opportunity for growth and international promotion for the whole region. The coming years will be decisive in building on this.”
Tales of Urbino Educational 2026
