With Germany ranked as Italy’s number one inbound market, there was a high-ranking turnout at the ENIT, Italian National Tourist Board, pavilion at the ITB in Berlin.
Some 50% of Germans are repeat visitors to Italy
Present at the ENIT stand, with the minister of tourism Daniela Santanchè, were the governor of Emilia Romagna Stefano Bonaccini, the new president of ENIT S.p.a. Alessandra Priante, and the managing director of the Italian national tourist board Ivana Jelinic. Minister Santanchè said the ITB is an extraordinary opportunity to further increase the visibility of Italy. “Almost 50% of German tourists return to Italy and the Venus of the “Open to Wonder” campaign influences their choice or confirmation of Italy as a travel destination. “Thanks to ENIT's contribution the Italian regions and the many businesses present at this Berlin show provide a unified image and are “an example of how the Italian system must move in order to aspire to ever greater success, while at the same time constituting a precious opportunity to create the best business climate for our enterprises.” 
The new president of ENIT S.p.a. Alessandra Priante, and the managing director of the Italian national tourist board Ivana Jelinic
The importance of promoting Italy’s appeal
ENIT S.p.a.’s new president Alessandra Priante said that Germany is the first market for Italy, a position that it is essential to maintain while improving on tourist satisfaction. "The essence of tourism is not only arriving at a destination, but above all returning there and promoting its appeal by word of mouth. We are also seeing the return of long haul big-spenders, and consolidating an interesting position in the Middle East and Asia. With the new ENIT S.p.a. we will work in a more agile and innovative way to give the right support to Italian tourism stakeholders, operators, and the industry in general, promoting Italy’s excellence, focusing heavily on training, and helping destinations to diversify and deseasonalize even more effectively."
“Focusing on developing progressively varied and eco-conscious tourism products”
"Italy is the first country abroad for Germans who know a lot about our cultural influence in terms of fashion, entertainment, brands, trends, cultural heritage and tourism," said ENIT CEO Ivana Jelinic. - The Germans love Italy so much that they choose to return again and again, compelling us to focus on developing progressively varied and eco-conscious tourism products.” Armando Varricchio, the Italian ambassador to Germany commented that with over 12 million arrivals, Germany is confirmed as the first country of origin for tourism to Italy. “Moreover, this is a market with great growth potential, as demonstrated today by the presence of the minister of tourism and over 200 Italian exhibitors at the ITB. This is a valuable opportunity to present Italy’s excellence to Germany and to international audiences.”
Emilia Romagna is investing in sporting and cultural events
In 2023 the Emilia Romagna region posted record overnights and arrivals thanks to synergies between the public and private sectors which also enabled the region to cope with a dramatic event such as last year’s floods in Romagna. “We will continue to invest in infrastructure and in the redevelopment of the coastline and accommodation facilities, while focusing on major sporting and cultural events”, said Stefano Bonaccini, president of the Emilia-Romagna region.
