Tuscany is consolidating a trend that emerged in 2022, namely the growth of international arrivals.
“Estimates show that in 2023 we will return to the pre-pandemic levels of 2019, and probably even exceed them,” says Leonardo Marras, regional councillor for tourism. “This year we will re-launch our offline and online promotional campaign and work with public and private players to guarantee efficient services, and we will be giving substance to the commitments made with foreign markets to help make them grow.”
Tuscany's promotional plan foresees a strong push for the verticalization of travel themes and for targeting specific countries, in particular in certain sectors such as wellness and long business stays.
"We are ready with new ideas for school, wedding and sustainable tourism,- adds Marras, -and bike tourism and hospitality facilities for female travellers are also in the pipeline. In the coming months our tourist destinations will set in motion projects financed by regional funds, collaborating with public and private concerns to maximize the effectiveness of our promotions.”
"We have set up horizontal governance,- continues the councillor, -and this allows for the continuous exchange of information both between the individual territories, and between the territories and the Region. Within a year we will make a further qualitative leap with the realization of the projects launched with the contribution of regional resources. Teaming up is not always easy, despite the efforts and great strides made in recent years. And paradoxically the wealth of content and proposals can also be a limit, but it is a challenging limit that makes us always feel proud to be in Tuscany and committed to doing better day after day.”
Tuscany’s promotions will focus on Germany, France, Switzerland, Austria, and the UK, but also on Greece, Spain, and Poland, also through collaborations with countries that, like Tuscany, are part of the Necstour network.
“We are also looking at more distant markets,- Leonardo Marras concludes, -especially America, and we are also starting to open up to the Chinese market. Currently our destination portal, visittuscany.com, is available in five languages, Italian, English, German, Spanish and French.”
