Monica Lisi
The Giro d'Italia is a key driver for promoting the “country system” said Ivana Jelinic, CEO of ENIT at the BIT travel trade exhibition in Milan.
“2025 was a ‘crazy’ year for inbound tourism”
The Giro d’Italia is an extraordinary opportunity for international tourism growth, said Jelinic, CEO of the Italian national tourist board, speaking at a panel that put the spotlight on the bicycle competition, now in its 109th edition. “The Giro is the perfect vehicle for showcasing Italy in over 200 countries worldwide,- said Jelinic. -It is a serpentine that winds its way through the country, highlighting its unique features and values in a particularly positive scenario: 2025 was a “crazy” year for inbound tourism, and 2026 is shaping up to be another record year.”
ITA Airways is a sponsor of the Giro
ITA Airways is among the sponsors of the Giro, scheduled for May. “ITA Airways continues its tradition of supporting sporting events,- said the company's president, Sandro Pappalardo. -ITA is a cog in the ’Italian country system’ that support sexcellence, of which the Giro is a prime example. Sport is a fundamental driving force for ITA, inspired by the resilience, perseverance and team spirit that are essential for healthy and shared growth."
There are 170 BWH hotels in Italy
Pappalardo's vision was echoed by Sara Digiesi, CEO of BWH Hotels Italy & South-East Europe: “For the second year running, we are partners in an event of the highest symbolic value. With our 170 BWH-branded hotels in over 100 destinations, we believe in the Giro's ability to bring people together, it is an event capable of creating deep bonds with the territory it crosses.”
"The Giro d'Italia generates some 58,000 room nights”
In terms of tourist spending, the numbers add up, as Paolo Bellino, CEO and general manager of RCS Sports & Events, explained: "The Giro d'Italia generates some 58,000 room nights and is an extraordinary driver for our tourism industry, with indirect spending of over €1.4 billion and €2.1 billion in the months following the event. The next challenge will be to network all the iconic cycling routes in Italy, creating a connection that encourages people to return again."
