Mention “Sardinia,” and visions of sun-drenched beaches and secret coves, worthy of a thousand-and-one nights, spring to mind. The island-and-beach pairing is an enduring classic, its appeal constantly renewed and confirmed, and Cala Goloritzè, one of the “pearls” of Baunei in the Ogliastra region, made it to number one in the 2025 World's best 50 Beaches ranking. Enchanting scenery, both on the coast and inland, however, does not tell the whole story. Sardinia also boasts a fascinating history, partly shrouded in mystery, that has left unique legacies, such as the Nuragic Age. Recently the domus de Janas necropolis, dating back to the 4th-3rd millennium B.C., was declared a UNESCO World Heritage Site. A prestigious recognition that will be presented in Rome on 25-26 September at the World Tourism Event.
Sardinia’s millenary heritage is also expressed in the art of manufacturing, an extraordinary promotional vehicle that the Region of Sardinia will enhance with the relaunch of the ISOLA brand and the virtual showcase of artistic handicrafts. From knowledge to flavours: the island is home to good food and excellent wines which are one of the “secrets” of the Sardinians' elixir of life. Environment, well-being, sustainability, quality of life, food and wine and longevity, are all elements of irresistible allure with which Sardinia will make its mark on the international stage in 2026.
Tradition is identity. There are events that have been repeated identically for centuries, which have now become a major tourist attraction, and they are a key area of investment for the Sardinia Region and set to yield results in both the short and medium term. Efforts are underway to amplify the island’s early-year events, turning the spotlight on Sardinia and creating a compelling reason for travelers to set their sights on it. Starting with New Year's Eve then continuing with Carnival, or rather the many carnivals, because each town has its own, and on into Holy Week, when from Palm Sunday to Easter Monday it is possible to fully immerse oneself in engaging experiences. Then cone the island’s flagship events.
Protagonists of these events are cities such as Alghero, Cagliari, Nuoro, Olbia, Oristano and Sassari as well as smaller picturesque towns. Promotions in 2026 focus on a cluster of 15 certificates like the “Orange Flag” and “Italy's Most Beautiful Small Towns.” These small towns offer a glimpse of authentic Sardinia, where living memories tell stories of local knowledge and flavors, embodying a model of environmental, economic, and social sustainability, and celebrating the slow appreciation of both tangible and intangible heritage. The emblem of slow tourism is the Noi Camminiamo in Sardegna (We Walk in Sardinia) project, which has its highlight in the event at the beginning of October. The itineraries proposed for this 4th edition will highlight the walking tourism offerings for the upcoming year.
Slow tourism is one of the two players chosen to accompany the discovery of the territory. The other is active tourism. Sardinia is an “open-air gym” where enthusiasts practice their favourite outdoor activities in inimitable settings. After the successful campaigns of the last two years, in 2026 the island will once again be promoted as an outdoor hub. Direct marketing will be based on a series of itineraries taken from guidebooks produced by the Region. The programme will be enhanced by itineraries drawn also from newly released publications, expanding the portfolio to include archaeological and cultural trails, wine and culinary routes, walks, and charming village experiences. Finally 2026, The Year of Sardinian Emigration to Argentina, will see the feedback from the promotional activities carried out this year by the network of the nine Sardinian clubs in Argentina.
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