Religious tourism is experiencing a phase of strong renewal, driven by an increasingly broad and diversified demand. 

A complex ecosystem of spirituality and cultural travel

No longer just a traditional segment linked to visits to holy places, today religious tourism is a complex ecosystem that combines spirituality, culture, well-being and the discovery of new parts of the country. Against this backdrop, Professor Simona Attollino, lecturer in Law and Religion and director of the Executive Master in Religious Tourism and Smart Management of Cultural Heritage at LUM University, offers a useful key to understanding for operators, DMOs and professionals in the supply chain.

New interest in places on the margins of the main flows 

In recent years, demand has been driven by a strong search for meaning and integral well-being. Visiting a sanctuary or a pilgrim’s path is no longer a ritual gesture, but a time devoted to self-care. This is confirmed by ISNART studies which highlight a particularly relevant aspect for operators: the religious tourist is often a return visitor. Alongside the spiritual motivation, cultural, natural and food-and-wine interests are pushing travellers towards lesser-known destinations and more narrative experiences. "Today we are witnessing an increasingly evident intertwining between spiritual research and artistic-cultural enjoyment,- says Attollino. -It involves every age group, with a growing role for the new generations. Through social media, digital content and spontaneous storytelling, young people are contributing to the widespread enhancement of places that in the past remained on the margins of the main flows.

For operators, this scenario implies the need for new skills

Another determining element is the evolution of the concept of pilgrimage itself. The experience is attracting people who experience the dimension of the sacred without necessarily belonging to a religious institution. Sanctuaries, pilgrimage routes, patronal festivals and spiritual rites thus take on a community and cultural function. For operators, this scenario implies the need for new skills. “Solid legal knowledge of cultural heritage and safety are needed, along with specific managerial skills to design tourism-religious products,- explains Attollino. - There is also a growing need to know how to dialogue with ecclesiastical bodies, public institutions and local communities, to co-plan together. Religious heritage must also be interpreted from a cultural and territorial perspective, while digital skills are indispensable for intercepting the new languages of travellers. Religious and spiritual tourism can become a laboratory of innovation and sustainability for the entire tourism industry.” 

The Rocca Malatestiana of Cesena is a magnificent medieval fortress overlooking the city from its hilltop. With its imposing towers, panoramic views, and a rich history tied to the Malatesta family, it offers an immersive journey into centuries of architecture, power, and culture. A visit reveals one of Emilia-Romagna’s most fascinating historic landmarks.
credits: Municipality of Cesena

Airelles Palladio will make its debut in the heart of Venice on 1 April 2026, but bookings are already open.

Rooms, suites and a private villa

Airelles Palladio, a property located on the island of Giudecca, in the heart of Venice, the Laggon City, and directly overlooking the iconic San Marco Square, consists of three historic 16th-century buildings surrounded by almost a hectare of gardens. Restored with meticulous attention to their architectural heritage, La Maison offers 45 keys, including 17 rooms and 28 suites, as well as a private villa with three rooms, a swimming pool and exclusive garden. The jewel in the crown is the the 450sqm four-room presidential suite, which will offer spectacular views of the city's most iconic landmarks.

Venice’s largest spa and wellness centre

The property will be able to boast the city's largest spa and wellness centre, spread over 1,700sqm and with three swimming pools, a Kids Club and a range of personalized services. The gastronomic offer includes three haute cuisine restaurants, a Club and a bar dedicated to Venice’s famous Cicchetti snack-sized bites , as well as three bars designed to accompany the different moments of the day. "The opening of reservations is a milestone in this extraordinary adventure. We look forward to unveiling this unique place and sharing our vision of the art de vivre Airelles in a city as inspiring as Venice," says CEO of Airelles, Anne-Laure Ollagnon.

The Save Group, the management company of the Venice, Verona and Treviso airports, is an official supporter of the Milan Cortina 2026 Foundation.

Over two million arrivals expected

The 2026 Winter Olympic and Paralympic Games will welcome two million fans and more than 3,500 athletes from over 90 countries, in addition to federations, technicians, delegations, media and broadcasters. The collaboration between the Milan Cortina 2026 Foundation and the Save Group is an important opportunity to jointly identify management solutions dedicated to the large expected flows, aimed at the best travel experience at Venice airport during the Games.

Hundreds of daily flights

Save will make its 178 daily arrivals and departures available to Venice, managing the arrival of thousands of oversized pieces of baggage on a single day. In addition to these Venice flights, there will be 46 daily flights from Treviso airport and 48 from Verona airport, which are also managed by the group, and together with Venice will welcome spectators attending competitions at the Olympic and Paralympic venues.

“Save’s airports...are real gateways to the Games” 

“For years we have been preparing to welcome millions of visitors from over 90 countries: an extraordinary number that makes this sporting event unique and spectacular,- said Andrea Varnier, CEO Milano Cortina 2026 . -The location of Save's airports makes them real gateways to the Games. They are essential entry gates, as they guarantee a fair and orderly distribution of the numerous arrivals. Their location and the quality of their services confirms the high standards of Italian hospitality.”

Putting Italy into the world spotlight

"The function of the system of airports we manage is to unite countries, cultures and communities,- said Enrico Marchi, president of the Save Group. -For the Milan Cortina 2026 Games, we will make available the skills and professionalism of our personnel, with the enthusiasm of contributing to the success of an event that will put our country in the spotlight around the world.”

The Milan Marriott Hotel has completed a radical renovation of its conference spaces. 

The largest conference centre in the heart of Milan

Following the already advanced renovation of the entire property, which will be completed in early 2026, the over 3,000 m2 of event spaces make it the largest conference centre in the centre of Milan. The historic hotel on Viale Washington has been “made decidedly contemporary,” says Pippo Russotti, managing director of RGH, Marriott's main franchisee in Italy. It had been “restructured also in its skeleton, i.e. with a total overhaul of the technical part, which now allows us to offer modern services tailored to the demanding corporate demand.”

A wide range of meeting rooms of all sizes

There are two main rooms “each of 400 m2, and they can be combined into a single 800 m2 space,- says Chiara Della Torre, director of business development, -with a large Led wall measuring 11 by 4 metres, flanked by 14 modular and functional rooms, ideal for conferences, corporate meetings, and private occasions of all kinds.” These include three smaller rooms, "ideal for small meetings of 10-20 people, and they have natural lighting.”

The Sicilian traditions of the Leonardo Restaurant  

To date, there are 180 completely renovated rooms, to which more will soon be added to reach 317. “By then, the new Leonardo Restaurant will also be operational, featuring the Sicilian traditions of the Russotti family - the owners of the hotel - reinterpreted in a contemporary key,- adds Della Torre. -A new club with a bar and terrace is also in the works, it will be open not only to guests but also to non residents.”   

“Quality hospitality in an increasingly international and dynamic city”

The renovation confirms the property’s increasingly marked bleisure vocation: “This renovation stems from the desire to accompany Milan's evolution and to interpret the new needs of travellers, both business and leisure,- concludes Russotti. -We wanted to create a meeting and experience-geared place where design and functionality merge to host events of all sizes while offering a contemporary and authentic stay. The aim is to make the Milan Marriott Hotel a reference point for those seeking quality hospitality in an increasingly international and dynamic city.”

The US and the UK are the strongest markets

The composition of the Milan Marriott's clientele is ”about 70% foreign- says Russotti, -America is naturally the first market in terms of importance, followed by the UK, which has always been a strong market for Marriott. Followed by Germany, France, and other European markets. Asia is in the top five, considering it as a whole: certainly a good market, with great potential.”

As competition for global tourism increasingly depends on digitalisation, Artificial Intelligence and creating connected experiences, the Travel Technology area is emerging as a driving force for the sector transformation at FITUR 2026. Tech firms have taken a leading role when improving processes optimisation, fostering sustainability, making the most of the traveller experience and creating new business models. In summary, it stands as one of the key pillars of the International Tourism Trade Fair, FITUR, held from 21 to 25 January.

Travel Technology at FITUR 2026: record expansion and new location in the Knowledge Hub.

With over than 150 companies confirmed two months ahead of the fair, the Travel Technology area is set to expand by an exceptional 50% growth in 2026. Hence it will bring together leading firms from over 20 countries, including Andorra, Argentina, Austria, Brazil, China, Costa Rica, France, Germany, Ireland, Israel, Italy, the Netherlands, Peru, Poland, Portugal, Spain, Switzerland, the United Arab Emirates, the United Kingdom, the United States and Turkey.

One of the major breakthroughs this year will be the relocation of Travel Tech to the new Knowledge Hub, located at Hall 12. Essentially the lounge is designed to connect innovation, training, high-tech trends and business. It intends to strengthen FITUR’s role as the innovation hub where solutions in AI, automation, data analytics, distribution, digital marketing, smart mobility and immersive experiences, converge.

Travel Technology will feature cutting-edge services from leading companies such as Amadeus, Travelgate, Roommatik, Septeo, Juniper Travel Technology, BEONx, Tech Tourism Cluster and Roiback. Business France will also showcase groundbreaking start-ups, highlighting the area’s role in positioning tech firms across the globe.

The relevance of Travel Technology for the tourism industry lies in its ability to strengthen destination and business competitiveness, transform the traveller experience through cutting-edge digital solutions, improve operational and energy efficiency, and generate new data-driven business models. Its growth in FITUR 2026 echoes this evolution and establishes the fair as a key platform for international dialogue between innovation and tourism, connecting technology companies with operators, destinations, investors and the wider value chain within the tourism industry.

More information at  https://www.ifema.es/en/fitur

Christmas festivities - December 2025/January 2026

Italy, the Bel Paese or Beautiful Country, is now a destination for all seasons, and the Christmas celebrations are a wonderful time of year to enjoy festive destinations in the cities as well as in the mountains or on the coast.

Christmas holiday in Italy are an attraction for everyone. From Italian holidaymakers in search of relaxation, tasty dishes and unforgettable views, to foreign tourists on the lookout for the best religious and heritage traditions, festive gourmet restaurants, or the most exciting artisanal fairs and markets in small towns and villages.

With more than 2.7 million international and domestic airport passenger bookings into Italy in December 2025, with an annual variation of +3%, the positive trend that has defined the past year has been confirmed (if we consider only tourists who stay in Italy there are 2.4 million airport arrivals, up +6.1% on the previous year). This growth trend looks like continuing in 2026, with around 2.3 million airport bookings, up 3.9% on the previous year (1.9 million staying visitors, +4.4% on 2025) expected in the month of January 2026.

The charm of Italy during the Christmas holidays knows no bounds. In December and January Italy prepares to welcome millions of travellers, with figures that once again tell a story of success. If domestic flows are a guarantee and prove stable at 36% of the total, international movements are still driving growth.

Leading the way is the Spanish market, which will total some 611,000 airport arrivals, closely followed by the United Kingdom with over 583,000 arrivals. There is no shortage of Italian travellers, who exceed 383,000, while France and Germany confirm their love for Italy with 328,000 and 308,000 arrivals respectively.

But the flow map is even more varied: 280,000 Polish, 212,000 Albanian and 208,000 Romanian tourists arrive from Eastern Europe, while 166,000 arrivals come from the United States. And to complete the picture there are also travellers from the Benelux countries, with the Netherlands at 118,000 and Belgium at 121,000.

Large Italian cities are preparing to set the stage for this festive invasion. Milan stands out with 1.6 million airport arrivals, followed by Rome with 1.2 million, clearly outstripping the other cities. Also on the podium of the most popular destinations are Venice (491,000), Naples (296,000) and Bologna (258,000), while Bari, Catania, Turin (where January exceeds December), Florence and Pisa complete the list of Italy’s most visited cities.

Business tourism? This season it takes a step back, yet it doesn’t vanish, accounting for 3% of arrivals. On the international front, Italy confirms its leading role: second only to Spain, but ahead of competitors such as France and Turkey.

Christmas, in short, is the time when Italy shines more than ever, with markets, lights and a festive atmosphere that continue to enchant the world. This underscores how holidays in Italy are even more a symbol of sharing, inclusion and welcome, on tables in homes as well as in hospitality for travellers who have already booked ahead, but also for those who will decide at the last minute to celebrate the festivities this year, Italian-style.




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An intimate and charming location, ideal for weddings in Piemonte, Uve Rooms & Wine Bar in La Morra, is in the province of Cuneo.

The former convent is now an elegant Relais

The old building, which preserves the spiritual charm of the convent it once housed has appealing contemporary allure. The artistic design of the architecture and the furnishings, adding to its captivating and authentic appeal.

The staff organizes every detail

The romanticism inherent in the hilly landscape of the village of La Morra, considered one of the most beautiful in Italy, is the backdrop to an experience that begins under the best auspices. The staff of Uve Rooms & Wine Bar organize every detail of the reception, from the set-up to the catering, for moments of sharing inspired by elegance and refinement. The spacious cloister overlooked by the restaurant and the rooms of the Relais welcomes the happy couple and the guests to the chic and relaxed atmosphere. 

Guestrooms for the newlyweds and their guests

The location is perfect for those who appreciate the whispered luxury of tradition that becomes substance, and the beauty of places that have a story to tell. To make that special day even more special, newlyweds and guests can choose to stay in one of the eight rooms and suites of the Relais, enjoying the silence and peace of the hamlet and savouring the slow pace of the surrounding landscape.