Italy is allocating €5 million to support the promotion of Calabria, Sardinia and Sicily on the wake of Cyclone Harry.
A “positive counter-attack” to the cyclone
“Promptness makes the difference”: so say the Ministry of Tourism and ENIT which are launching a “positive counter-narrative” on the situation in Calabria, Sardinia and Sicily after Cyclone Harry, which weakened the international tourism visibility of a highly strategic area in Southern Italy.
The ministry will allocate €5 million to support tourism
“The ministry will allocate €5 million to support tourism in the areas affected by Cyclone Harry,- said Tourism Minister Daniela Santanchè during the conference held yesterday at the BIT travel exhibition in Milan. “Welcome to Southern Italy. Sicily, Calabria and Sardinia: the wonder never stops” is the slogan that will support the promotional campaign and the participation of these three regions at all international fairs.
Promotions at the most important travel fairs
The aim is to send a clear message to potential Asian and American tourists about the accessibility and possibility of visiting these areas as early as spring and then, of course, in summer. " We must safeguard our tourist destinations — including in terms of communication and storytelling — to ensure that the harm already suffered is not intensified by narratives that inflict further, unfair, and potentially irreversible damage to their image. And so we will promote these regions in the most important markets so that they do not lose a single tourist.” The next event is the ITB in Berlin (3-5 March), where the Ministry of Tourism, ENIT and the regions concerned will introduce promotional initiatives in support of the destinations affected by the cyclone. “Germany is the leading market for Calabria and Sardinia and the second largest for Sicily."
The Ministry will work with ENIT and the three regions
Communications will primarily involve the web: “Tourism is a highly digitized sector, so an efficient message is needed to reach millions of people”. Global content creators will be engaged, and there will be ad hoc media tours in the main markets of the three regions, such as the USA, the United Kingdom, Germany, Switzerland, Poland, the Czech Republic, France, Benelux, Spain and Austria. Minister Santanché will be joined by ENIT’s CEO Ivana Jelinic, the councillors for tourism of the Sicily Region, Elvira Amata, and the Sardinia Region, Franco Cuccureddu, as well as the president of the Calabria Region, Roberto Occhiuto.
Jelinic: “We must not allow reality to be distorted”
“Sicily, Calabria and Sardinia are unique destinations that attract tourists from all over the world every year, and we must preserve them by telling their story in the right way,- added Ivana Jelinic. -We must not allow reality to be distorted; With commitment and transparency, we aim to share an accurate and authentic narrative of these territories, encouraging travellers to immerse themselves in what they have to offer, investing locally also giving a boost to the local economy."
Amata: “We must turn the emergency into a great opportunity”
President Occhiuto called for “the promotion of tourism in the regions to be included in the framework of Italian promotion: we should use the 'Italy driver” to promote Calabria, given that foreigners often do not know where it really is.” “Sicily is here and we are expecting many visitors,- said Elvira Amata -We must turn the emergency into a great opportunity for renewed communication. Sicily is so much more: seven UNESCO sites, coastline, parks and protected areas. We are working hard on experiential tourism, on sustainable proposals such as cycle paths, horse trails and the Day of Walks (12 April 2026) to deseasonalize and delocalize, showing our lesser-known side.”
Sardinia has 18 new UNESCO Sites
Cuccureddu emphasized the importance of effective communications. “In recent months Sardinia has achieved historic goals: 18 new UNESCO sites, among the 25 best destinations in the world selected for 2026 by Lonely Planet and the only European region in the ‘Best in Travel 2026’ category. We have the most beautiful beach in the world and this year, for the first time, a direct flight from the US. But then the cyclone hit and what happened? Those who has booked for this summer ask for pictures of our beaches because they think they no longer exist." The reality is different, and it deserves to be told.”
