Promoting the excellence of destination Italy

2026 opens with a significant new partnership between Swadeshi S.p.A., ItaliAbsolutely and Travel OpenDay. In May, the collaboration will debut the first edition of ItaliAbsolutely Signature Travel Connections, bringing together  selected Italian tourism operators with international buyers and promoting the excellence of Italy as a destination.

A 2-day B2B workshop for 40 international buyers

The inaugural edition will take place in May at the 4-star Swadeshi Eurocongressi Hotel in Cavaion Veronese, strategically located between Lake Garda and Verona. The initiative aims to showcase Italy as a unified tourism product while enhancing the role of all industry stakeholders, and key element of the format will be a two-day B2B workshop hosting 40 international buyers.

3-star and 4-star hotels in many destinations

Swadeshi S.p.A. is an Italian hotel group focused on promoting local resources through a portfolio of 3-star and 4-star properties located in the Costa Smeralda, Lake Garda, the Dolomites, the Romagna Riviera and Passo del Tonale. The group brings together diverse destinations under one brand, offering tailored solutions for both leisure and business travellers.

Free summer access to the Riovalli Water Park

“The Swadeshi vision guides our daily work and commitment,” says commercial director Denisa Doru. “The Eurocongressi Hotel is not just a place to stay, but a strategic hub combining business functionality with leisure.” The hotel with 50 standard rooms and 10 renovated junior suites, also has a restaurant highlighting regional flavours and local wines, a wellness centre, and free summer access for guests to the Riovalli Water Park. 

An events hall overlooking the Bardolino vineyards

Its core asset is the conference centre, with nine meeting rooms and an 873 sqm events hall overlooking the Bardolino vineyards, equipped with advanced audiovisual technology. Located near Bardolino, Garda and Lazise, the hotel is also an ideal base for exploring Valpolicella, major amusement parks, thermal spas, and cycling routes connecting the Adige Valley to Lake Garda.

Scheduled to open in June 2026, Chapter Chianti marks the second property in Chapter Italia's portfolio, bringing Marco Cilia's vision of  Medieval village retreat to the hills of Tuscany. 

Just 45 minutes from Florence

Located within a restored 16th-century medieval village just 45 minutes from Florence, the 82-room property challenges expectations of what a Tuscan retreat can be. South African designer Tristan Du Plessis of Studio A has transformed the historic village into a cutting-edge design destination that challenges conventions while respecting its historical heritage. Instead of focusing on terracotta and antiques, Du Plessis uses clean architectural lines, exposed stone and modern Italian design elements to create spaces that are closer to an urban lifestyle hotel than a country retreat, while remaining deeply connected to the landscape and history of the place.

Three restaurants and a 500sqm spa

The property has three restaurants and three bars celebrating both Tuscan tradition and international flavours, as well as a 500sqm that reinterprets wellness as a communal experience. Organized activities immerse guests in authentic Tuscan life with truffle hunting, olive oil harvesting, mountain biking, hiking and stargazing. The Mansion, a five-bedroom villa with a private pool and outdoor entertainment area, offers the ultimate in privacy.

Through its divisions AG Hotels, dedicated to the hotel industry, AG Hotel Consulting is specialized in hotel consultancy, and AG Boutique Journey in inbound tourism.

Specialized in the tailor-made and luxury segment

AG Boutique Journey, specialized in the tailor-made and luxury segment, designs leisure, wedding, MICE and group itineraries with a high experiential value, combining iconic destinations and lesser-known locations. The product is developed by multilingual travel designers and implemented through a selected network of partners and suppliers, with à la carte concierge services and direct quality control throughout all stages of the trip. Distribution is mainly in the B2B sector, through agreements with leading tour operators and international consortia, commercial representation in key markets and a presence on selected B2B marketplaces dedicated to high-end incoming tourism.

Canada accounts for 38% of the demand

The 2026 season is set against a backdrop of solid and diversified international demand, driven by Canada, which today accounts for around 38% of the total, and supported by the Irish, US, Latin American, Australian and New Zealand markets.

“We manage every stage of the trip”

“The focus on local products and authentic experiences is the driving force and distinctive feature of what we offer and today represents the variable around which we build our complete range of leisure, luxury and wedding packages, as well as group and MICE products. We manage every stage of the trip from airport transfers to accommodation and guided tours. We also contract the suppliers so that we can control the quality of the  product and create experiences that meet the expectations of international markets,” says Rocco Moscariello, director of AG Boutique Journey.

Accreditation from Italy’s the main cultural sites

In its 25 years of activity, first as the RSI group and then as AG Boutique Journey, the tour operator has gained accreditation from all the main Italian cultural sites such as the Vatican Museums, the Colosseum Archaeological Park, the Uffizi Galleries in Florence and St Mark's Basilica in Venice, with the number of museums and archaeological sites on the peninsula continuing to grow. 

Focusing on Brazil and the United States

The same is true of suppliers, from transport companies in Sicily, Chianti wineries and grappa distilleries in Veneto and Friuli, the names available allow AG Boutique Journey to put together comprehensive packages that also enable domestic travellers to discover hidden aspects of their country. They also create programmes for groups and individuals based on pre-set formulas which is to say pre-packaged and therefore saleable on the open market to foreign tour operators. By focusing in particular on promotions and investments in Latin America, with a focus on Brazil, as well as in the United States, the 2026 targets of +50% turnover and passengers are easily achievable, depending on the political and macroeconomic context.

Rome confirms its status as the gateway to premium travel in Europe with the opening of Europe’s first Plaza Premium First Lounge.

The spirit of La Dolce Vita

The new Plaza Premium Group First lounge in Rome’s Fiumicino Leonardo da Vinci Airport is in the Departures area of Terminal 1.  On an area of over 700 sqm the area can accommodate up to 115 guests in elegant and bright surroundings that echo the spirit of La Dolce Vita in a contemporary key.

“Our mission is to offer excellent airport hospitality”

The inauguration was attended by the founder and CEO of Plaza Premium Group, Song Hoi See, and the CEO of Aeroporti di Roma, Marco Troncone. “With the opening of our first Plaza Premium First Lounge in Europe, we are reinforcing our mission to offer excellent airport hospitality. We chose Rome for Fiumicino’s high level of excellence, for its strategic location, which makes it an increasingly important hub for European air traffic year after year, and for the dynamism of ADR, an exceptional partner that in just a few months has transformed an area of the airport into a space that fully reflects the very high standards of Plaza Premium First,” said Song Hoi See.

“This debut confirms the strategic role of our airport”

“The European debut of Plaza Premium First at Fiumicino confirms the strategic role of our airport on the international scene, and our constant commitment to improving the passenger experience, also recognized by Skytrax's 5-star rating,” said Marco Troncone.

The lounge is open to all passengers 

At the heart of the new Plaza Premium First area is the Primo Dining Room with fine dining and an à la carte menus inspired by Italian and Roman cuisine, complemented by the Aero Bar with signature cocktails, selected regional wines and Italian espresso. Personalized concierge, private suites, meeting rooms, a nursery area, an outdoor patio and spa-level wellness services define an experience designed for the most discerning travellers. The lounge is open to all passengers, regardless of airline and travel class, with access via reservation or direct purchase. 

The 20th edition of FITUR TechY opened yesterday at Madrid’s FITUR 2026, reaffirming its position as the leading forum on innovation, sustainability and tourism technology. 

Technology at the service of people and leadership

Organized by FITUR in partnership with the Hotel Technology Institute (ITH), the specialized section is being held under the slogan From Robot to Ally, a clear statement of intent to place technology at the service of people and leadership. The opening session featured a formal welcome from Fede Fuster, President of ITH, followed by the TechY Business forum, which explored how technological innovation is reshaping hotel management and strategic decision-making. 

Revenue advertising, and AI in hospitality

Discussions set the tone for a programme focused on high-tech solutions, business transformation and leadership as the key drivers of today’s and tomorrow’s hotels. Practical applications of technology took centre stage with sessions on Revenue Advertising, and on artificial intelligence in hospitality. AI solutions already in use were examined, as well as those set to become essential by 2026, highlighting efficiency, personalization and data-driven decision-making.

Sustainable mobility at the TechYdestino forum

Sustainability was another core pillar of the programme with a session on sustainable mobility and the TechYdestino forum closed the day with an in-depth look at tourism governance in the age of artificial intelligence, emphasising data, transparency and ethical management, while TechYfuturo focused on how spaces, experiences and management models will evolve under automation. FITUR TechY is supported by Grupo Cooperativo Cajamar as main sponsor, with Orange Empresas as technology partner and Enovam as energy partner.

The 4th FITUR Sports 

Alongside TechY, the fourth edition of FITUR Sports opened, consolidating its role as an international meeting point for sports tourism professionals. Organised by IFEMA MADRID in collaboration with AFYDAD, the section focuses on outdoor sports, competitive sports, sporting events and Sports Business Travel. European funds were highlighted as a key tool to diversify tourism offerings and boost local economies, with examples including nautical tourism in Lanzarote and Vigo, as well as mountain and adventure tourism across Latin America.

The 5th FITUR Woman  

The fifth edition of FITUR Woman also took place on the opening day, underscoring the importance of diversity and female talent in tourism decision-making. Organized in collaboration with Women Leading Tourism and supported by Discover Puerto Rico, the forum examined tourism as a driver of economic empowerment, addressing challenges such as inequality, the gender pay gap, job insecurity and women’s representation in leadership. Discussions also focused on the current context and the challenges facing tourism in 2026, reinforcing the role of investment and economic empowerment at a regional level. Together, FITUR TechY, FITUR Sports and FITUR Woman offered a comprehensive vision of tourism’s future: innovative, inclusive and firmly centred on people.

Guardiagrele in the heart of the Abruzzo region, is a charming hill town famous for its artisan crafts and local delicacies.

Views of the Adriatic coast and the Appenines

Known for its artisan traditions, medieval architecture, and spectacular views across the Adriatic and the Apennine mountains, Guardiagrele is known as the “City of Stone,” and offers an authentic slice of Italy for travelers seeking culture, history, and gastronomy at a slow pace. It is some 40 kilometres inland from the coastal city of Pescara, which is the main gateway to the region and has an airport for domestic and European flights.  From Pescara Guardiagrele can be reached by car in under an hour via the A25 and A14 motorways, and the drive itself is part of the experience, with winding roads offering beautiful panoramas over olive groves and hilltop villages.

Wrought ironwork and goldsmithing

Guardiagrele’s most iconic monument is the 13th-century Church of Santa Maria Maggiore, built in golden local stone and boasting a stunning Romanesque-Gothic façade and precious artworks and frescoes. The central Corso Roma is lined with elegant palazzi, artisan boutiques, and cafés, and the Civic Museum displays many archaeological finds, sacred art, and local crafts. The town is famous for its centuries-old artisan traditions, especially wrought ironwork and goldsmithing, a legacy that lives on in workshops where visitors can admire and purchase handmade jewelry and ironwork. 

Local delicacies and Montepulciano d’Abruzzo wines

Guardiagrele is home to the “Sise delle Monache,” triangular sponge cakes filled with cream, and traditional Abruzzese dishes abound from “Arrosticini” which are skewers of lamb to homemade pasta like “Maccheroni alla chitarra.” It also has mountain cheeses such as Pecorino, and the excellent Montepulciano d’Abruzzo wines. 

Skiing and swimming are only a hour away

Nature lovers will find the Majella National Park right on the town’s doorstep, with its many hiking trails, hermitages, and breathtaking mountain landscapes. The area is also rich in archaeological and medieval sites, from ancient shepherd trails to fortified villages. Nearby villages like Pretoro and Roccascalegna, with its dramatic cliffside castle, are perfect day trips. In winter the ski resorts in the Majella are easily accessible and in summer, the Adriatic beaches are under an hour away.

Brisighella is one of the Emilia Romagna region’s best-kept secrets and offers culture, cuisine and countryside in one unmissable stop.  

Authentic charm and walking trails 

This atmospheric medieval village has authentic charm, and its medieval heart is a delight to explore. The pastel-hued houses on the Via degli Asini sit on an ancient defensive walkway with arched windows overlooking the town, making it one of Italy’s most Instagrammable streets.  The 14th-century Rocca Manfrediana fortress, Monticino Sanctuary, and the old Clock Tower above the village have great views across vineyards, olive groves, and the Lamone Valley. There are also well-tended walking routes connecting these landmarks, and the surrounding Parco della Vena del Gesso Romagnola has scenic hiking and biking trails. 

Art, culture and food festivals

For culture lovers the Collegiate Church of San Michele, with its 18th-century interior and artworks, is worth a visit, as is the small but interesting Museo Civico Giuseppe Ugonia. Dedicated to the local lithographer and painter Giuseppe Ugonia, the museum displays a collection of his evocative prints alongside temporary art exhibitions. The Sanctuary of Monticino has a revered 17th-century terracotta Madonna and is an important local pilgrimage site.  Brisighella hosts many concerts, medieval pageants, and food festivals, such as the annual Olive Oil Festival celebrating the prized extra-virgin DOP olive oil. The closest air access to Brisighella is Bologna’s Guglielmo Marconi airport, which is about 75 kilometres away, and is well-served by European carriers and long-haul connections. Florence Airport is another option at 100 kilometres. 

Close to Ravenna, Modena and Parma 

Brisighella makes an excellent base or stopover in an Emilia Romagna package. Faenza, famed for its ceramics, is only 12 kilometres away, and Ravenna, with its UNESCO-listed Byzantine mosaics, lies about 50 kilometres to the northeast. For gourmet travelers Modena and Parma are reachable within a day, making Brisighella a natural complement to the region’s famed food and art cities, and is an attractive addition to itineraries designed for FITs, small groups, and themed tours exploring the heart of Italy.

United in sadness, we at ItaliAbsolutely stand with Spain following the devastating high-speed rail crash near the town of Adamuz in the province of Cordova, a tragedy that has shaken the nation and the world.

We extend our deepest condolences to the families and loved ones of all those who lost their lives in this heartbreaking accident. Our heartfelt sympathy goes to the many who were injured, wishing them strength and a full and steady recovery.
Our thoughts also reach the organizers and participants of the FITUR travel exhibition in Madrid, gathered this week amid profound national mourning. May compassion guide the conversations and connections at FITUR during these difficult days. With deepest respect and sympathy, we offer hope to all for healing and resilience ahead. (Pamela McCourt Francescone, Executive Editor)

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.