How has the perception of Italy changed abroad since the pandemic?
Italy remains a highly attractive destination. It never lost its charm. The pandemic gave us room for thought, and for how we can modernize what we have to offer. Italy is still a favourite. After a sold-out summer, the first weeks of September are seeing significant hotel occupancy levels. The weekly trend for September and October is of over 41.1% bookings, putting us ahead of competitors like Spain and France. Domestic tourism in our art cities is also showing increasing levels of satisfaction. The main international flows in September are from the United States (19%) and Germany (5%), with a drop in domestic bookings for October and November.
How can Italy become even more competitive on the international stage?
It means not just intercepting trends but also guiding them, and ENIT does this by participating in international fairs and acting as the driving force behind the Italian regions.
How is ENIT working to promote sustainable and responsible tourism?
We are active not only with best practices and promoting sustainable tourism through specific events and by developing outdoors activities and the blue economy. We lead the EU Eco Tandem ENIT Project which facilitates and supports the ecological transition of tourism businesses. There is a lot of demand for outdoor tourism and the Italian lifestyle.
Why is ENIT's proximity to industry players important, and how are you strengthening this relationship?
Direct networking remains a barometer to gauge the tourism industry's vitality as well as a stimulus for exchange. It allows us not only to maintain proximity to stakeholders but also to enhance both direct and indirect collaborations.
On which markets is ENIT focusing?
ENIT is present on every continent with its own offices, which allows for an organic and informed view of the markets and the ability to tailor offerings to specific needs.
In terms of tourism promotion, which digital and technological strategies have you adopted?
Key strategies include providing user-friendly web platforms and mobile apps for planning and booking travel. We use data analysis to better understand travellers' preferences and offer personalized recommendations. We integrate VR and augmented reality AR to offer a more detailed view of destinations and attractions, and also geolocation to provide real-time location-based information, as well a digital payments.
What appeal will Italy have in the next two years? What new markets can we expect and how will events be exploited?
Travelers will increasingly look for eco-sustainable experiences such as rural, agritourism, wine, food and wellness activities, and also those with Gen Z appeal. Cultural tourism is an integral asset and will continue to attract as will hiking, cycling, and water sports while luxury is another focus.
