Salerno is looking to foreign markets to strengthen its networks, infrastructure and training.
The need to change strategy
“Tourism, strategic infrastructure and driver of development,” the event promoted by Salerno Experience Network APS, put the spotlight on a destination that today attracts significant flows, but needs to transform them into a stable economic value.
Attracting tourists to stop in the city
Rosaria Chechile president of Salerno Experience Network APS and Giancarlo Vitolo vice president
“The goal is to move beyond the idea of hit-and-run tourism,- said Rosaria Chechile, president of Salerno Experience Network APS. -We want to build a quality offer from the ground up, bringing together the local supply chain and focusing on food, wine and culture to attract those medium-to-high-spending tourists who currently do not stop in the city.”
Digital innovation and quality services
In 2025 Salerno recorded 46% growth compared to the pre-Covid period. Alessandro Ferrara, councillor for tourism and economic development of the Municipality of Salerno said: “The city is now ready for a tourism project that can generate economic value for the area, focusing on a competitive offer.- The challenges for the future, he added, lie in -digital innovation, quality of services and human resources.”
Responding to the new needs of visitors
“Connection between the public and private sectors is fundamental. Tourism cannot grow without creating relationships between destinations and territories. Naples as European Capital of Sport 2026 must be an opportunity for the whole of the Campania region,” said Enzo Maraio the Campania Region’s councillor for tourism. Other challenges that emerged during the debate centered on the need to structure tourism throughout the year, for a quantum leap in accommodation especially for MICE markets, the mapping out of the city’s heritage and food and wine linked to local traditions, and responding to the new needs of international visitors.
Building a competitive destination
The day ended with a focus on the internationalization of Salerno. “This requires continuity and collaboration between the public and private sectors. We are working to build a competitive destination on foreign markets, enhancing the infrastructure, skills and identity of the area,” concluded Councillor Alessandro Ferrara.
