Piedmont’s tourism soars and Alessando Zanon, director of VisitPiemonte, the region's operational tourism arm, reconfirms the positive trend for the first half of the year.
Innovative itineraries and international prestige
“Compared to the first half of 2022 we had a +14.3% increase in arrivals and 10.1% in overnights. Foreign markets drove this trend with +22%, and Germany was the leading foreign market with+14.3% in arrivals, followed by France and Switzerland. UK visitors were down although overnight stays rose by 14%. The United States, in sixth position, registered an increase of about 50% while Italian arrivals rose by 9.6%, with overnight stays remaining stable. All our attractions were successful from Turin (+23.1% arrivals and +5.4% overnight stays) to our lakes (+13.1% arrivals and +20% overnight stays), hills (+10.4% arrivals and +7.8% overnight stays) and mountains (+2.2% arrivals and +7.7% overnight stays)".
“We launched Historic Mountain Roads for bikers and trekkers”
Piedmont as a destination for nearby markets is mainly determined by individual choice, but for the more distant markets, the role of TOs and travel agencies is decisive said VisitPiemonte’s director.
With reference to investments Zanon confirmed VisitPiedmont’s presence at the WTM in London and, in 2024 at Utrecht, the Fitur in Madrid, Munich, the ITB in Berlin, and Lisbon. “We are also planning an event in the Arab Emirates, and we will focus on trade fam trips linked to specific products.
“Among the novelties launched in 2023 the Historic Mountain Roads consists of 17 itineraries from Cuneo to Val di Susa along old military routes that are ideal for trekking or mountain biking but can also be travelled - with due rules and limits - by motor vehicles. And there is also the new Via Francigena for All.”
