A new agreement signed at TTG ExperienceToscana Promozione Turistica signs a new international tourism cooperation agreement with the Regional Agency for Tourism Promotion of Alentejo, Portugal on 9 October at 12.30 p.m., on the second day of TTG Experience in Rimini. Francesco Tapinassi, director of Toscana Promozione Turistica, and Jose Santos, president of the Alentejo agency, are signing the agreement in the presence of Marcelo Rebanda, director of Portugal’s national tourism agency in Italy. The signing is to be followed by a tasting of Tuscan products with Alentejo wines. 

A shared cultural and nature heritage

This is the tenth international agreement for the Toscana Promozione Turistica agency. The memorandum launches joint promotional actions based on the destinations’ shared strengths which go from their UNESCO heritage, wine tourism (lower Alentejo is European City of Wine 2026), parks and nature reserves, cycling and walking itineraries to outdoor activities, industrial tourism, and their rich food and olive oil traditions. 

Fostering international cooperation 

Tuscany and Alentejo further combine authentic landscapes with sustainable innovation, enhance local communities and transform tangible and intangible assets into meaningful travel experiences. The partnership fosters visibility, international cooperation, and new development opportunities, strengthening the global positioning of both destinations.

ItalyScape posted steady results in 2024 despite a decline in US tourist numbers.

Growth in the high-spending segment 

Despite concerns about the decline in US tourism in Italy, ItalyScape confirms its 2024 turnover, with a steady presence of foreign customers, both individuals and groups, and growth in the high-spending segment.

“Fewer groups and a move towards extending the season”

“The world of tourism is changing. One of the most evident trends is the increase in last-minute bookings by individual travellers, with a significant peak recorded in September. Group tourism is also evolving, there are fewer groups, but they demand increasingly customized services. Another trend that is emerging is a greater openness of foreign travellers towards different seasons and less-travelled destinations. There is a desire to discover a more authentic Italy, far from the traditional circuits and the peaks of overtourism,” says Italyscape’s CEO Vincenzo Emprin. 

Naples and Palermo are on the rise

“Italy continues to exert an irresistible charm on visitors who prize its best-known attractions but also look with growing interest at evolving destinations. At the top of the list of requests are the great classics of luxury and beauty like the Amalfi Coast, Lake Como and the great art cities. But a new destinations on the rise are Naples and Palermo These two cities have a strong identity, urban redevelopment, new hotel openings and an increasingly attractive offer for today's travellers.”

“Service, creativity and speed are what set us apart”

In this constantly evolving scenario, ItalyScape manages to respond to every request - even at the last minute - thanks to a solid and flexible network of suppliers, facilities and multilingual local guides. “People are not all the same, and neither are trips,-  comments Emprin.  -The real luxury today is to understand what each customer is looking for, to offer authentic experiences, and to have the readiness to respond in real time. Service, creativity, speed: this is what they are asking us for, and this is what sets us apart.”

Growing requests from the USA, Brazil, Singapore and Mexico

ItalyScape works with an increasingly international client portfolio with 60% of clients from the United States, followed by the United Kingdom, France and new, fast-growing markets such as Singapore, Australia, Mexico and Brazil. Another important trend concerns the travel agencies: the number of requests to handle incoming foreign clients is growing, especially from the USA, Brazil, Singapore, Mexico. ItalyScape confirms itself as the ideal partner, thanks to quotations and documentation in English, French and Spanish, expert and multilingual local guides, and last but not least, an always active concierge service, for any emergency, booking or change in progress.

Ivana Jelinic knows exactly what she wants, and those who have known her for a long time will tell you she has always been that way. Clear and determined. A trait that is ideally matched to her role as managing director of ENIT, the Italian National Tourist Board.

“The season went well, the main trend is quite clear, many Italians preferred to go abroad while international tourists came to Italy. It’s worth remembering that, as all the studies show, our country commands exceptional interest and recognition internationally.”  Haven’t certain sectors seen a surge? “Yes, luxury has done very well. And it’s a segment that attracts a lot of investment, like the hotel chains that invest here with new five-star properties.”

There must be a reason why, after so many years, you still work with such focus?  "Of course. The point is that working with continuity, with a stable ministry and a stable ENIT, allows you to plan effectively. This is fundamental for any activity, not just tourism. You are able to plan for the medium to long term, and this allows you to increase the credibility of the sector. Many international players have already finalized their 2027 business plans.”

I think there are other consequences of what you call stability. "Of course. Incredibly we are beginning to extend the season, for hoteliers it now starts in April and ends in November, something that was unthinkable a few years ago. In short, we are talking about a seasonality that if it hasn't doubled, is about to." Yet many Italians missed out on holidays for financial reasons “Yes, that’s true. But let me say that many went abroad for two reasons. Firstly, because there are competitive destinations, while in Italy there can be a lack of services. Let's face it, in some parts of Italy the price and the services are not up to the mark and need to be improved. Secondly, there are low budget countries like Tunisia and Egypt that are very attractive and attract Italian holidaymakers. And in some parts of Italy the difficulty of connections is a bottleneck that is difficult to overcome.”

Let's talk about the WTTC summit that will take place in Rome from 28 to 30 September. "The summit is a world event. There will be ministers, CEOs, authorities, and all this will put Italy at the forefront of the global spotlight. Of course, it’s also a chance to promote Italy as a hub for investment and development. Our goal is to highlight not just the classic historical destinations, but also the lesser-known areas, rich in culture, history, gastronomy, and wine, that offer experiences of the highest quality.”

From what I see your role involves working on multiple fronts. “It does indeed, also because in addition to the day-to-day, we are present at all the world's trade fairs. For the World Travel Market in London in November we will bring 600 companies to the ENIT stand. This has never been done before. And we have many companies still on the waiting list.”

This focus on lesser-known destinations is interesting. “We are doing it by highlighting niche specialisms and innovating our product offering. Traditional models are out of date. This is why we are focusing on emerging markets, pursuing a policy of engagement, and maintaining a strong presence in global tourism.”

Italy reveals itself in a new dimension, through sound. The Places of Belsentire (I Luoghi del Belsentire) are a new way of discovering Italy.  

A new sensory way to discover Italy

Belsentire is Italian for beautiful listening or mindful listening, and these places invite travelers, locals, and cultural enthusiasts to experience Italy not just visually, but also audibly. Launched in 2023 by FKL, Artéco APS, Vigevano Web, and CREA, this pioneering project transforms listening into a cultural and sensory journey that presents Italy’s soundscapes as a shared heritage. So far the Luoghi del Belsentire project has officially recognized over 30 locations and each new addition is celebrated with events that highlight the auditory experiences unique to each of these places.

Sa Stiddiosa Sardinia

Five new Belsentire places have just joined the network 

Five new locations have just been added to the Belsentire network: from the mystical Grotte di San Michele in Santarcangelo di Romagna and the Cortile della Scuola Carducci in Cesena both in the Emilia Romagna region, to the cascading waters of Sa Stiddiosa in Sardinia, the MicroMuseum of Contemporary Art in Sipicciano in Lazio, and the La Valle Luminosa valley in Calabria’s Sila Park.  “Soundscapes are an intangible treasure belonging to everyone,- explains Francesco Michi, project co-founder. -Listening attentively preserves the memory of places and communities. The Places of Belsentire provide tools for deeper engagement, creating experiences and fostering new forms of cultural participation.”

Torre di Sipicciano, Graffignano (VT) – Micro Museum of Contemporary Art of Tuscia – Photo © Bruno Bettati

Digital signage and interactive content

The initiative aims to create a national map of acoustic landmarks with plaques and QR codes that allow visitors to access continuously updated digital archives with interactive content, audio paths, and detailed information.  From wild natural landscapes to urban courtyards and intimate museums The Places of Belsentire celebrate the diversity of Italy’s acoustic identity. By listening attentively visitors contribute to preserving and valorizing these soundscapes, and they get to experience Italy in a profoundly intimate and immersive way.

For information: www.luoghidelbelsentire.it

The 2025 Florence Biennale will illuminate Tuscany’s capital from 18 to 26 October.

A meeting point for global creativity

Florence’s Fortezza da Basso, the historic Renaissance fortress now used as a major exhibition and conference center, will host the much-anticipated Florence Biennale which this year explores the evocative theme The Sublime Essence of Light and Darkness. This 15th edition of this international contemporary art and design exhibition, running from 18 to 26 October, promises to be yet again a dynamic dialogue between photography, sculpture, design, and cinema, set against the breathtaking backdrop of the Renaissance capital. A meeting point for global creativity the Biennale continues to celebrate independent vision, bringing together artists, cultures, and generations from all over the world.

Special projects and notable guests

The 2025 edition invites visitors to reflect on the dualities of human experience - light and shadow, good and evil, the visible and the hidden - through a programme of exhibitions and installations. Special projects and notable guests include internationally acclaimed designers, sculptors, and photographers, and headline two icons: Patricia Urquiola and Tim Burton. On October 23, Urquiola will receive the Leonardo da Vinci Lifetime Achievement Award for Design and present her installation Transitions. 

A celebration of Tim Burton

On October 21, Tim Burton will be celebrated with the Lorenzo il Magnifico Lifetime Achievement Award, presenting his personal exhibition Tim Burton: Light and Darkness. Featuring more than 50 works, the show is an interplay of light and shadow, dreams and nightmares through installations, drawings, three-dimensional pieces, and visionary environments.

Staying at the FH55 Grand Hotel Mediterraneo 

Other participants include designers, photographers while cinema lovers will enjoy special screenings. Visitors to the 2025 Florence Biennale can stay in the FH55 Grand Hotel Mediterraneo. Combining authentic hospitality with timeless Florentine elegance, this contemporary 4-star hotel on the Lungarno is ideally located for exploring the city and its main attractions, and offers spacious areas, making it perfect for both leisure and business stays.

Today, 27 September, is World Tourism Day; how does this celebration resonate with Italy?

Tourism accounts for over 13% of Italy’s GDP 

World Tourism Day will be celebrated globally today, highlighting the cultural, economic, and social value of travel. For Italy, a country where tourism accounts for over 13% of the GDP, this celebration will serve as a reminder of how crucial it is for all stakeholders in the industry to address existing challenges while continuing to enhance and elevate the visitor experience.

Italy welcomed over 71 million visitors in 2024

Italy’s landscapes, from the canals of Venice to the Amalfi Coast and from Rome’s Colosseum to the sun-drenched beaches of Sardinia and Sicily, drew over 71 million visitors last year, and projections indicate this number is destined to go on growing. Tourism supports millions of Italian jobs, especially in areas reliant on art, food, and culture. It also sustains local crafts, agritourism and hospitality, enriching communities and preserving natural wonders and historic towns.

Balancing visitor demand with environmental protection

The theme of World Tourism Day 2025 “Tourism and Peace,” underscores travel’s role in fostering intercultural understanding and sustainable development. In Italy the celebration should be seen as a time to ponder on how best to balance visitor demand with environmental protection, especially in destinations like the Cinque Terre, Venice, Florence and Rome that have fallen victim to over-tourism

A global ambassador of goodwill, traditions and hospitality 

Italy has long been, and still is, at the forefront of innovation in many fields, and is increasingly promoting slow tourism, eco-friendly travel, and lesser-known destinations in an effort to ensure it maintains a balance between financial sustainability and ethical tourism practices. As the world honors tourism today, Italy can proudly embrace its legacy as a timeless destination and a global ambassador of goodwill, traditions and hospitality.