Piedmont is in London at the World Travel Market to promote itself as Italy’s premier destination for culture and business.
Details of The 50 Best Restaurants award
The Piedmont delegation is made up of Regione Piemonte, City of Turin, Turin Chamber of Commerce, Unioncamere Piemonte, Ceipiemonte, VisitPiemonte, the Piedmont Atl including Turismo Torino and the Consortium of the Royal Palaces of Savoy. During the travel show a series of targeted appointments with potential investors is planned, and details will be revealed of The 50Best Restaurants Award, the competition that every year identifies the 50 best chefs in the world and that in 2025 is due to be held in Turin.
UK visitors prefer Piedmonte’s mountains
In the last 10 years there has been an increase of around 30% in tourists from the UK to Piedmonte, with over 160,000 arrivals and more than 600,000 overnight stays. UK visitors prefer the mountains, with over 102,000 overnight stays, confirming the appeal of skiing and winter holidays for this market. The summer period from June, to September totals over 205,000 overnight stays (34% of the annual total). The favourite summer Piedmont destinations are the lakes, with over 50% of total overnights. 
A 10% rise in arrivals over last year
The figures for the first quarter of 2024 confirm a positive trend with an increase of 10% in UK visitors compared to the same period last year. “The Region and the Municipality are in London to promote our region, its ability to attract investments, especially in strategic sectors, and to position itself in international tourism markets,” said the president of the Piedmont Region, Alberto Cirio. 
A complete and competitive destination
Being at the WTM in London – said the regional councillor for culture, tourism and sport Marina Chiarelli, - is a strategic opportunity us to affirm our region as one of the most complete and competitive destinations in Europe. Our Alpine ecosystem, with its high-level facilities and services offers experiences ranging from skiing to mountain trails, from sustainable tourism to local food and wine trails. Piedmont is able to compete with the most sought-after destinations in Europe, and this London event is a starting point for establishing new relations with investors and operators interested in our region.”
