ENIT S.p.A. and Milano Cortina have joined forces to promote the uniqueness and excellence of Italian tourism.
Highlighting the uniqueness and excellence of Italy
The Milano Cortina 2026 Foundation and ENIT S.p.A. the Italian national tourist board have announced the signing of a strategic agreement aimed at enhancing the promotion of tourism in the country ahead of the upcoming Winter Olympic and Paralympic Games. The collaboration aims to highlight the uniqueness and excellence of Italy to millions of spectators and tourists. Twenty years after the last Winter Games in Italy, this year’s Games bring the country back to the centre of the international stage
Promoting pillars of the “Italian brand”
For over a century ENIT has been committed to strengthening the national tourism industry and the synergy with the Olympic Organizing Committee will promote the integration and promotion of tourism and cultural services on a national scale. ENIT will also support initiatives dedicated to local excellence, pillars of the “Italian brand” that will help make the Olympic and Paralympic experience an unforgettable journey through its identity.
Italy is portrayed as a global destination
Sponsoring the event provides an extraordinary opportunity for international visibility, allowing ENIT, the institutional system of the Ministry of Tourism, the Italian brand and the Italia.it platform to be linked to some of the main values of the Games like excellence, inclusion and sustainability. Italy is portrayed not only as the host country, but as a global destination, capable of expressing quality, vision and attractiveness through the official channels of one of the most watched events in the world.
Varnier: “An unrivalled global showcase”
Andrea Varnier, CEO of the Milano Cortina 2026 Foundation: "The partnership between Milano Cortina 2026 and ENIT represents a strategic alliance for the future of Italian tourism. Together we confirm that the Olympic and Paralympic Games are an unrivalled global showcase, that can portray an innovative, welcoming Italy that is deeply connected to its roots. It is a unique opportunity to consolidate a positive image of Italy around the world, generating a valuable legacy for the entire country."
Priante: “Sporting events…among the major drivers of tourism”
"Such a world-class event attracts international tourists from every continent. We are proud to support Milano Cortina 2026 and are confident in the success of the event. Our observatory has noted that in recent years sporting events have been among the major drivers of tourism, attracting tourists from abroad and promoting the gems of our territory. We are confident that it will be a success for our country," said Alessandra Priante, President of ENIT S.p.A.
The Milan Cortina 2026 Foundation
The aim of the Milan Cortina 2026 Foundation, in agreement with the International Olympic Committee (IOC), the International Paralympic Committee (IPC), the Italian National Olympic Committee (CONI), the Italian Paralympic Committee (CIP), the cities of Milan and Cortina d'Ampezzo, the Veneto and Lombardy regions, and the autonomous provinces of Trento and Bolzano, is to plan, organize, finance and deliver the Milan Cortina Olympic and Paralympic Games in 2026. Established on 9 December 2019, the Milano Cortina 2026 Foundation is led by President Giovanni Malagò and CEO Andrea Varnier.
ENIT the Italian National Tourist Board
ENIT SpA is responsible for promoting Italian tourism and increasing its attractiveness. Its activities include deseasonalization, diversification of what Italy has to offer and the enhancement of tourist facilities and sites. It also promotes specialist training for operators and develops a digital ecosystem to optimize the use of tourist goods and services. ENIT promotes Italy's tourism image abroad, involving regions and local authorities. It implements national and international promotional strategies, supports companies in marketing Italian tourism services and integrates quality products from other economic, cultural and environmental sectors, in accordance with the directives of the Ministry of Tourism.
