CARAMANNA
ITALY MUST ENHANCE ITS COMPETITIVENESS
LUXURY TOURISM THE NEW MAP OF ITALY
SHOPPING 2.0
THE OUTLET, A DESTINATION IN ITS OWN RIGHT
OCTOBER 2026 EDITION
General Manager DANIELA BATTAGLIONI d.battaglioni@italiabsolutely.com d.battaglioni@travelquotidiano.com Editor in Chief GIUSEPPE ALOE g.aloe@italiabsolutely.com g.aloe@travelquotidiano.com
Executive Editor PAMELA MCCOURT FRANCESCONE p.mccourt@italiabsolutely.com Sales Manager BARBARA BATTAGLIONI salesmanager@italiabsolutely.com barbara@travelquotidiano.com newsRooM Press Releases: newsroom@italiabsolutely.com Mariella Cattaneo m.cattaneo@italiabsolutely.com m.cattaneo@travelquotidano.com Isabella Cattoni i.cattoni@italiabsolutely.com i.cattoni@travelquotidano.com Elisa Biagioli e.biagioli@italiabsolutely.com e.biagioli@travelquotidiano.com Manuela Ippolito m.ippolito@italiabsolutely.com Quirino Falessi q.falessi@italiabsolutely.com
MARkeTing Ligia Hofnar Marketing Manager marketing@italiabsolutely.com commerciale@travelquotidiano.com eventi@travelopenday.com sTRATegy Monica Lisi Project Lead m.lisi@italiabsolutely.com m.lisi@travelquotidiano.com Claudiana Di Cesare Communications Manager c.dicesare@italiabsolutely.com c.dicesare@travelquotidiano.com sAles dePARTMenT Cristina Biasioli c.biasioli@italiabsolutely.com Carmen Tricarico account@italiabsolutely.com Olga Vaglio o.vaglio@italiabsolutely.com Maria Carniglia - Liguria maria_carniglia@libero.it
Autorizzazione del Tribunale di Roma numero 92/2025 del 02/10/25
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4 | ItaliAbsolutely | October 2026
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INDEX
16 Hidden Italy
7 8
Welcome
Welcome from the editors
Trade News
Frasassi, new experiences within and beyond the caves Snav Genoa, Europe’s medieval gem goes outdoor Amareitalia Mangia’s Busitalia, driving regional development Arcadia Egocentro: Emilia Romagna for connoisseurs Bluserena Martulli
12 One to One
Gianluca Caramanna
Our Interview with the adviser to the minister for Institutional Relations
16 Special Report
Hidden Italy
Discover some of Italy’s unknown gems
12
32
Leading articles 36 Premium 22 Shopping 2.0
The outlet becomes a destination in its own right
28 Luxury Tourism The new map of italian luxury
32 Digital
payments
The rise of cashless tourism
economy
the rise of the middle ground
44 Sport tourism
Beyond the event Sport as a driver of Italian tourism
Stories
15 Italy’s Heritage Hotels
Corinthia Rome
Upper photo: Italian counrty bottom left: Shopping in a mall - bottom right: a sport fan photo 1: Gianluca Caramanna photo 2: Digital payment by mobile
In this issue
The participation of Travel Open Day S.r.l., the company that owns the Travel Quotidiano and ItaliAbsolutely trademarks, in BIT 2026, TTG Travel Experience 2026 and the forthcoming 2026 edition of World Travel Market is made possible by a grant of €15,240.00 awarded for each trade fair by the Lazio Region under the 2026 SME Internationalisation Voucher scheme, pursuant to Determination No. G13369 of 15 October 2025. The scheme forms part of the Lazio Regional ERDF Programme 2021–2027 and supports the participation of SMEs based in the region in international trade fairs, thereby facilitating access to foreign markets and promoting their internationalisation. Through its participation in these events, Travel Open Day S.r.l. promotes its publications and makes a tangible contribution to keeping market participants informed and up to date on developments and trends in international tourism. These trade fairs provide a valuable forum for establishing new business relationships and entering into agreements aimed at supporting the promotion of international tourism.
6 | ItaliAbsolutely | October 2026
Travel Talk, News & Experiences
bsolutely Itali
The courage to step up
WELCOME
ItaliAbsolutely is an original and unique concept on the Italian publishing scene - and beyond. Through features, reports, surveys and articles we offer our international readers (buyers, travel agents - in short, those who purchase Made in Italy) a deeper, more nuanced view of Italy.
This is who we are. A bold magazine and website which, through in-depth research and the use of flawless English, aim to reshape the narratives through which Italy is interpreted. Of course it is a challenge, but one to which we are fully committed, and this is particularly true at this complex moment in time, given the geopolitical issues of which we are all too aware. This latest issue of ItaliAbsolutely is again packed with new ideas, discoveries, investigations and fascinating insights that invite our readers to see Italy in a whole new light.
Giuseppe Aloe Editor in Chief
The new Grand Tour. Rediscovering Italy, slowly
In the 18th century the Grand Tour was an extended itinerary around Italy for Europe's young elite in search of art, culture and knowledge. Today many still view a European trip as a luxury, with GenX and Millennials measuring it less in miles travelled, and more in moments experienced. Swapping domestic flights for scenic rail journeys, cycling routes and ancient pilgrimage trails they uncover sides of the country not many visitors get to experience. And they are finding that the journey is every bit as rewarding as the destination. Thanks to Italy's geography and extensive rail and road networks they are moving effortle- Pamela McCourt ssly from art cities, medieval towns and hilltop vilFrancescone lages to vineyards, mountains and coastlines Executive Editor often in a single day. This richer, more sustainable way to travel around Italy is done at a leisurely pace, spreads visitors across the country, eases pressure on iconic destinations and allows lesser-known areas to share in the benefits of tourism. It is a new take on the Grand Tour, and it may just be the most memorable journey through Italy yet.
ItaliAbsolutely | October 2026 | 7
Frasassi,
TRADE Notes
new experiences within and beyond the caves
S
ome destinations build their appeal around novelty, while others rely on a strong identity and evolve as they attract new audiences and new ways of travelling. The Grotte di Frasassi caves belong to the second category as they are an established attraction that is inve-
New services are being developed to make visits more accessible
sting in innovation while keeping the unique appeal of its natural heritage which is at the heart of the visitor experience. Last year the caves welcomed some 280,000 visitors while the surrounding area recorded over 400,000 visits. The traditional 1.6kilometre cave route, which takes
Upgrade
l Frasassi is
about 90 minutes to complete, remains the core attraction, but around it new services are being developed to make visits more accessible and increasingly personalized. One major development is the creation of an AI-oriented digital infrastructure of virtual assistants, and new information channels. Interactive information points, multilingual content and digital tools support visitors before, during and after their visit, although human assistance remains at the centre of the Frasassi experience. New 360degree immersive experiences also allow visitors to explore areas that cannot be reached on the standard route, from the history of the caves’ discovery to the geological processes that shaped them. Italian Sign Language content, multilingual audio guides and interactive solutions are all available while new educational and VR360 facilities will soon be introduced. The surrounding area with Genga, San Vittore delle Chiuse, the Rocca di Pierosara and local museums offering opportunities for itineraries through the Marche hinterland, mean the caves are a true gateway to experiences that link nature, history, culture and local discovery. Info: www.frasassi.com
A
of the SNAV Experience has also been very encouraging, as it has expanded the range of dedicated excursions that are increasingly popular with the market.» Ticket sales for the 2027
8 | ItaliAbsolutely | October 2026
Door to the Region’s beauty
Frasassi opens the door to the Marche region's hinterland with landscapes, villages, history and heritage, along itineraries where nature, culture and innovation meet and delight.
Pamela McCourt Francescone
Authentic Italy through the SNAV Experience
t SNAV the 2026 season is drawing to a close with positive results. «The destinations served by SNAV - from the islands in the Gulf of Naples to the Aeolian Islands, and from the Pontine Islands to Croatia have attracted strong interest from travellers, confirming the appeal of these destinations and the high standard of the services offered,» reads a company report. «The success
expanding the underground cave experience with 360° VR and multilingual audio guides, making its underground heritage more accessible, immersive and inclusive.
season will open in October, confirming the entire network of routes and introducing new commercial opportunities for the travel trade. Among the main new developments, departures for the Aeolian
Islands will operate from the Beverello pier, in the heart of Naples. «We will also continue to invest in intermodal travel, upscaling connections with Italo and Itabus to make the journey even simpler and more integrated.» The destinations served by SNAV continue to attract a broad and diverse international clientele. Capri, Ischia, Sorrento and Croatia remain destinations of great global appeal and are seeing sustained interest from overseas markets. Rather than
talking about new markets, «We can speak of a consolidation of our international presence across all the main destinations in our network. Our customer base remains diverse and increasingly focused on seeking authentic experiences. Alongside traditional travel patterns we are seeing growing interest in products that allow travellers to experience destinations more fully, such as the SNAV Experience which also helps to showcase lesser-known destinations.» Isabella Cattoni
TRADE Notes
Genoa Travel tips
Grand Hotel et des Palmes: 150 years of tradition in Palermo
Europe’s medieval gem goes outdoors
G
enoa has Europe’s largest medieval historic centre - the system of the Palazzi dei Rolli which has been a UNESCO World Heritage Site for the past twenty years. It also has the longest city walls in Europe after the Great Wall of China, and a direct view of the sea thanks to the waterfront designed by Renzo Piano. It also has a museum scene that, on Strada Nuova, boasts three stars in the Michelin Green Guide, a food and wine culture also recog-
“
Genoa has made sustainability and the outdoors its true calling Tiziana Beghin
”
nized by UNESCO as part of the Intangible Cultural Heritage of Humanity, and a largely unexplored yet highly valuable outdoor hinterland, with the Alta Via dei Monti Liguri network of footpaths and mountain bike trails across the hills, foremost among which is the route at Forte Begato. Genoa welcomed 3.5 million visitors in 2025 «On the outdoors front we are developing an offering centered on forts and the city walls, with urban trekking and cycle tourism routes that combine sporting activities with scenic and historical experiences; a product that perfectly meets the demands of an international audience. The figures confirm this: in 2025 we recorded 3.5 million visitor arrivals, up 15% on the previous year, with half of these coming from abroad,» explains Tiziana Beghin, Genoa’s councillor for tourism.
Palazzi dei Rolli
Tiziana Beghin, Genoa's councillor for tourism
Bidding for European Capital of Tourism 2027 Autumn in Genoa offers a number of initiatives, kicking off with Ottobre Paganini, which will bring free music to eight venues around the city. It will also mark the 20th anniversary of the Palazzi dei Rolli’s UNESCO designation, to be celebrated with a special edition of the Rolli Days. «2027 will be a key year. We are the only Italian city shortlisted for the European Capital of Tourism 2027 alongside Aalborg, Braga, Konya, Ljubljana, Lviv, Salzburg and Sofia. The jury’s verdict is expected in Brussels on 18-19 November. For us this title is not merely an accolade, but confirmation of a Genoa that has made sustainability and the outdoors its true calling, showcasing its hills, footpaths, city walls and the authentic relationship between the city and nature. It is a model of tourism that we wish to continue developing in the coming years, alongside our bid for Best Cultural City Break in Europe 2027 proposed by European Best Destinations,» concludes Councillor Beghin. Maria Carniglia
AmareItalia
F
Sardinia is in the spotlight
ollowing the 2022 merger of Sostravel and AmareItalia, Sostravel, which is a publicly listed company continues to focus on both travel and passenger services; the aim being to achieve further growth in the direct management of properties along the Italian coast. «We manage a number of holiday resorts through AmareItalia and Amarekenia. The new addition launched this year is the Acqua di Mare Resort in Sardinia which has 250 rooms and is our flagship property,» explains Massimo Crippa, COO of Sostravel.com S.p.A. The Acqua di Mare Resort has direct access to the sea, two swimming pools and offers the option of staying in either a hotel or a holiday residence. It is ideal for families as it has a kids’ club, swimming pools, tennis courts and entertainment activities. «We have recorded over 48,000 guest stays this year. Most of them were Italian, as the first season got off to a late start. The aim is to expand our portfolio of directly managed properties, which is why we’ve appointed Fabrizio Chianello, currently the division’s managing director, to head up Amare Gestioni. Naturally, we also offer numerous properties on a full-service basis.» As for the passenger services division, the Lost Luggage Concierge «is a product that keeps growing by leaps and bounds. It guarantees luggage protection and comprehensive support in the event of any kind of problem. It is a highly appreciated service that is of interest to a great many tour operators and which customers find at a great many airports. It is also in high demand in the business travel sector.»
T
Sala Giardino at The Grand Hotel et des Palmes in Palermo
he Grand Hotel et des Palmes in Palermo, part of Icona’s Collection, the luxury brand of Mangia’s Hotels & Resorts, will celebrate its 150th anniversary in 2027. The occasion reflects the vision behind the collection which is to safeguard unique venues that are deeply rooted in their destinations, preserving and reinterpreting their identity with a contemporary approach to hospitality. For the Grand Hotel et des Palmes this means building on its heritage as a vibrant venue and an integral part of Palermo’s history. This will not only be the celebration of a historic milestone, but the start of a new chapter for the hotel, with the enhancement of its heritage, a refurbishment and the evolution of the hospitality experience. In the run-up to the anniversary the hotel is preparing for the refurbishment which will highlight its historical identity and give it a contemporary aesthetic. The rooms will have bespoke furnishings and restored antique furniture, as well as textile wallpaper, marble, natural wood finishes and fabrics. The project will also extend to the communal areas, with the restoration and repurposing of iconic areas such as the Lobby Bar, the Hall of Mirrors and the Winter Garden. The existing apartments will also be refurbished as will the restaurant with its terrace, and the range of accommodation diversified. Accompanied by a cultural programme the 150th anniversary will kick off as early as December 2026 with Emma Dante’s “Le Stanze Fatate” and continue throughout 2027 with events also open to the public.
Massimo Crippa COO of Sostravel.com
ItaliAbsolutely | October 2026 | 9
Busitalia
TRADE Notes
Driving regional development through intermodality
B
“
usitalia is reaping the rewards of its strategy focused on intermodality combined with regional development, as it wraps up a summer season that «has confirmed strong demand for leisure travel and a growing focus on integrated and efficient travel solutions.» Flavio Nogara, chairman of the company controlled by Trenitalia (FS Group), says that this summer «millions of travellers across Italy» used the services «to art cities, seaside resorts, nature destina-
The value of train-bus integration it is of extraordinary value Flavio Nogara
”
tions and major events.» This performance paves the way for the 2027 season, «which will see the consolidation of numerous connections and the launch of new opportunities for integration with the rail and airport networks.» Regarding the value of train-bus integration, particularly for foreign visitors, he continued,
«it is of extraordinary value, as it means being able to reach not only major cities but also small towns, country areas and lesserknown destinations easily and seamlessly. By combining different modes of transport we offer a practical solution, providing comprehensive travel experiences that are easy to organize, not only in terms of the journey itself, but also the convenience of purchasing combined tickets.» «Italy is one of the world’s most attractive tourist destinations. Our services are aimed at a broad and diverse international clientele, with a particular focus on European, North American and Asian markets. We work with travel agencies to promote our services and integrate the various sales systems and different portals, making the travel experience ever simpler and more accessible, thanks to integrated services and multilingual information, and thus supporting tourists throughout their entire visit.» Six months have passed since the integration of City Sightseeing Italy, «an initiative that is a key element of our tourism strategy. This integration extends not only to the product range but also to sales and distribution channels. One example is the sale of City Sightseeing Italy bus tickets directly on the Trenitalia website, app and sales channels. This is to promote an internationally known brand and further expand our capacity to offer services that allow visitors to discover the best Italy has to offer.»
Ponza A treasure by the sea
«Ponza is an unspoiled natural and geological treasure. We are committed to protecting it for future generations and want visitors to experience its unique natural heritage. Tourism numbers were up 9.6% in May, 4.7% in June, 8.7% in July and 2% in August, reinforcing our commitment to sustainable tourism.» Mayor Francesco Ambrosino
Arcadia Tour Operator and DMC: the future lies in specialization
2026 was a mixed year, undermined by the difficult international geopolitical situation. Anyone who chose Italy wanted to travel safely, and as a result, tour operators and agencies benefited, with a rise in the volume of bookings through intermediaries. The picture painted by Matteo Mambelli, sales manager at Arcadia tour operator and DMC, is a positive one. «On a like-for-like basis
Arcadia’s turnover grew by 20–25% in line with the increase already recorded in 2025 over 2024.» Specialization has proved crucial: «Arcadia is a distributor of tourism products in
10 | ItaliAbsolutely | October 2026
destinations where we are strong. I am referring to a particularly wide range of accommodation options and in most cases they are highly competitive - and the presence of local offices and staff. We do not claim to offer every destination in the world, only those where we have significant clout, with Italy at the forefront.» As for target markets, «we invest where there are tour operators whose top sellers include at least one of the destinations we offer. Key markets include Europe, Asia and the Middle East.» And the future? «Among
the synergies currently in place, one worth highlighting is our partnership with ItaliAbsolutely. We are developing a proactive strategy for organizing events, participating in trade fairs and running workshops together. We are also continuing with digitalization, which involves the use of AI in production processes. All of which is aimed at exceeding the turnover growth recorded in 2026 by 2027. In the meantime, we’ll be at the TTG Travel Experience with a stand in the EmiliaRomagna area, and also in Hall C3 with Stand 538.»
TRADE Notes Tourism and sports
Egocentro.
F
Emilia-Romagna for connoisseurs
or Egocentro the summer of 2026 was a very positive one. «Major sporting events proved once again to be the driving force behind demand, with particularly significant results for five tournaments,» confirms Gattinoni Travel Ceo Mario Vercesi. «Turnover exceeded initial forecasts, confirming the strong appeal of the Romagna Riviera for group and sports tourism. The contribution from youth groups was also positive, enabling us to extend the season beyond the traditionally strongest months.» The Romagna Riviera remains Egocentro’s main target market and a particularly popular destination due to its combination of hospitality, sports facilities, services and entertainment.
“
We are working to gradually expand the range of destinations and experiences Mario Vercesi
”
«At the same time, we are working to gradually expand the range of destinations and experiences to step up promotions of the region and its outstanding features. There is growing interest in programmes combining sport, culture, food and wine, nature and authentic experiences. We are creating packages to promote seasonality for both youth and adult groups. These are increasingly personalized and focus on exploring the region, its traditions and its uniqueness.» Egocentro will be at TTG Travel Experience: «This is an important opportunity for us to engage with partners, buyers and industry professionals. It is a chance to showcase the evolution of our inbound tourism offering, with a particular focus on group travel, sports tourism and programmes that combat seasonality. New features we will be showcasing are Firmatour’s new 2027 Family Holidays, guided tours, bespoke group itineraries and inbound packages».
For Bluserena Hotels & Resorts 2026 is a year of
B
luserena Hotels & Resorts has wrapped up a summer that exceeded expectations. «The results are very positive and we are delighted with our guests’ response to the many new features introduced this year. This is an important year for us as much of the work carried out over recent years has come to fruition like developing our product and guest experience, introducing new services and new tools for engaging with our guests, all while maintaining our strong identity,» says CEO Marcello Cicalò. «This was the first full year of putting into action the strategy we have developed over recent years, transforming many of the key areas in progress into concrete projects: product, experience, loyalty, digitalization, local focus, entertainment, sport and service quality. The most significant step was undoubtedly our new holiday model, Inclusive Made in Italy, which was created after listening to our guests and the evolving needs of families. With Soft Inclusive, All Inclusive and Ultra Inclusive, we have created a simpler, more comprehensive and customizable experience. We drew inspiration from the highest international standards, adapting and reinterpreting them in our distinctive Bluserena style based on Italian hospitality, quality catering, promotion of the local area and a focus on people.» «We also added the new loyalty programme Stay, the new Bluserena app, and we made many improvements to the guest experience and services, as well as significant investments in catering. We also invested in sport facilities and services, in our padel programme and in the Bluserena Sport Academies for the main sporting disciplines. We further revamped the Serenino Club programmes, extended opening hours to 11 pm, and developed new products such as the Superior Experience rooms in Calabria, and we expanded our dog-friendly facilities.»
Martulli Viaggi. The Basilicata experts
I
t all began in 2014 when, after several years’ experience in the tourism sector, Francesco Martulli decided to set up a business specializing in guided tours of the Sassi di Matera and the Murgia Park. As the range of services expanded and with Matera’s designation as European Capital of Culture 2019, Martulli Viaggi expanded its services to include transfers, outdoor experiences, food and wine tastings and cookery classes. The company then gradually moved into Puglia and parts of Campania, in particular offering transfers and experiences. «Today the company is led by the three brothers Michele, Francesco and Gabriele Martulli, and organizes experiences as well as groups and events' logistical management. Francesco is the technical director of the travel agency, while Gabriele is the technical director of the coach division,» said partner Michele Martulli. Initially Martulli Viaggi focused primarily on the Italian market, which it still serves with passion. «However, over the last five years the company has developed an increasingly strong presence in international markets, with a particular focus on North America, especially the United States, and South America. This growth has been accompanied by an expansion of our services: in addition to guided tours and experiences, we offer private transfers, chauffeur-driven services and logistical support. After the US, Europe is our second-largest market, with France in first place. Our aim is to expand in Campania, to scale up our fleet with new vehicles for luxury transfers, and to further consolidate our presence in Basilicata and Puglia, which are the company’s main areas of operation.» A particularly important aim is to further develop in Basilicata’s Vulture area and in the province of Potenza. «Our main strength is our ability to directly manage the entire travel experience. We have our own fleet of 8-seater minibuses and 24and 54-seater coaches which allows us to organize transfers, excursions and services for groups to high standards of reliability, flexibility and control.»
ItaliAbsolutely | October 2026 | 11
CARAMANNA
Italy must enhance its competitiveness in international markets
N
ew markets, coordinated promotion, quality, seasonality management and sustainability. These are some of the areas on which the Ministry of Tourism is focusing to optimize Italy’s competitiveness and guide the sector towards a new phase of development. So says Gianluca Caramanna, adviser to the minister for Institutional Relations, who also stresses the importance of planning and collaboration with industry stakeholders in meeting the challenges ahead.
12 | ItaliAbsolutely | October 2026
by Quirino Falessi
A unified strategy for coordinated promotion
One of the aims is to achieve greater integration in the promotion of Italy as a destination. «The Ministry’s primary effort is focused on serving as a coordinating body for the entire tourism sector,» explains Caramanna adding that the aim is to give «a unified message» and to promote Italy in a unified and coordinated manner, aligning the efforts of the various stakeholders across the sector. An approach, he points out, that does not reduce the role of the regions. «For a formal policy in an institutional context, I’d recommend: the need for each region to carry out
ONE to one
tailored promotion of its own attractions as part of a central, unified strategy that brings together the key stakeholders involved in promoting Italy. Alongside major trade fairs and traditional networking events, Caramanna underscores the growing role of innovation: «Today we have artificial intelligence, which can to some degree influence tourist flows; we have social media; and there are many alternative tools that need to be developed.»
Seasonal adjustment to spread visitor flows throughout the year
Another priority is seasonal adjustment, which, according to Caramanna, has become «a central pillar of the Meloni Government’s policies.» The change in how and when Italians travel with «shorter holidays that may be taken more frequently throughout the year», is encouraging policies aimed at spreading visitor flows more evenly. Sporting events, shows, festivals and food and wine events can help New markets: India among boost tourism even during periods the priorities when the demand is lower with With regard to international marbenefits not only in economic kets Italy continues terms but also as a to focus on its trameans of revitalizditional areas of ing and regeneratThe Ministry’s Europe and North ing certain regions. primary effort is America, although This, says it is also looking at focused on serving Caramanna, would the opportunities allow businesses to as a coordinating offered by new not have to depend body for the markets like India. exclusively on cerentire tourism «Tourism requires tain periods of the planning and year and guarantee sector vision; we know more stable Gianluca that the results are employment. But it not immediately also means that Caramanna apparent,» says «vision, planning Caramanna, recalland investments ing that prime minister Giorgia are needed year-round. «In the first Meloni has designated 2027 as the half of this year we saw an year of tourism and cultural increase of around 5% in domestic exchange with India. A market tourism,» while international which must be viewed in the mediarrivals held their own. um to long-term. “We know that strategically the Indian market is an The quality and authenticity important one for us: it is large, of Italy’s tourism offering growing, economically strategic, In order to maintain its competiand must become a benchmark for tiveness Italy must continue to the entire region.» The issue of focus on quality and Caramanna accessibility and the question of links this to the role of small and visas is another central issue and medium-sized enterprises and famCaramanna says it is necessary to ily-run businesses. «Italy’s strength increase consular staff in markets lies in its SMEs, in family-run hotels where the volume of applications where visitors feel the warmth of makes the work more complex. «In home from the moment they my view, the solution lies in arrive. Equally important, he says, increasing the number of staff is the direct contact with and the needed to carry out the work.» experience of the local area, whether that be gastronomic,
“
”
New market l Strategically the Indian market is an important one for us: it is large, growing, economically strategic, and must become a benchmark for the entire region
Strategies for the Promotion
All for one
the need for each region to carry out tailored promotion of its own attractions as part of a central, unified strategy that brings together the key stakeholders involved in promoting Italy
Fairs and events
Major trade fairs and traditional networking events
New wave
- Artificial intelligence, which can to some degree influence tourist flows; - Social media - Many alternative tools that need to be developed ItaliAbsolutely | October 2026 | 13
ONE to one Sporting events, shows, festivals and food and wine events can help boost tourism even during periods when the demand is lower
Engagement with the industry
To support this evolution the relationship with industry stakeholders remains central. «We found a very collaborative atmosphere,» explains Caramanna, referring to the round-table other European destinations. cultural or identity based.» discussions initiated by the Added to these are innovation Quality also impacts on the relaMinistry with major operaand digitalization, considered tionship between Italian operators tors and small essential tools to help businesses and European legislation, travel agents grow and embark on a course of and Caramanna says it is importo understand improvement. Another factor set tant to achieve harmonized rules the sector’s to take on increasing importance across Europe while safeguarding needs and is sustainability. «I believe that both consumers and businesses, work together another model for our market’s particularly smaller concerns. on future prol Increase in growth right now is that of sus«Even small operators can provide spects. This tainability - that added value; in domestic also involves extra incentive for through a direct tourism in the the media, our companies to relationship with which is seen first half of 2026 become competithe customer Even small as a valuable tive at an internathey can still operators can partner in keeping «a finger tional level.» With make a differon the pulse» of critical provide added this in mind the ence.» The transiissues and opportunities for Ministry has tion towards digivalue; through growth and collaboration. launched a €109 talization and a direct The aim, concludes million scheme to innovation, he relationship with promote energy Caramanna, must be to arriadds, must be ve at «a shared vision of the customer efficiency. «When gradual and not how to develop we talk about susdisruptive, particthey can still tourism in the tainability we are ularly for SMEs. make a coming years.» So also talking about while much has difference modern, sustainInnovation, been achieved, able facilities in sustainability Gianluca much remains to step with the and competibe done. «There Caramanna times», attuned to tiveness l the Ministry is always room the needs of guests Looking ahead to for improvehas launched who are increasingthe future ment,» says ly sensitive to these issues. Caramanna identifies training and a €109 million Caramanna, «Nowadays, when guests arrive at service quality as two of the main scheme to highlighting the a hotel, they often check just how challenges for Italian tourism, parpromote energy measures implesustainable it really is.» ticularly when compared with mented through efficiency for the National our companies Recovery and to become Resilience Plan (PNRR) to supcompetitive at port tourist and an international accommodation level facilities, alongside the focus on small towns, inland areas, mountain regions and walking routes. And he identiA lunch in the mountains, fies two key and urgent a direct contact with and priorities: “simplification the experience of the local and training”.» area
5%
“
”
14 | ItaliAbsolutely | October 2026
Sustain ability
ITALY’S Heritage hotels
A historic palazzo enters a by Pamela McCourt Francescone
© Corinthia Hotels
orinthia Rome, the Eternal City’s newest 5-star, is a historic Roman address that has been given a new contemporary chapter, its appeal lying not just in its rooms and services but in how layers of history have been woven into contemporary hotel life. It’s about how a former Bank of Italy building has become a luxury hotel without losing its institutional grandeur, how its former Council Chamber has become a heritage suite, how the old bank vaults have become a wellness centre, and how it is the setting for the Roman debut of Michelin-starred chef Carlo Cracco. Opened at Easter as the Corinthia Group’s first hotel in Italy, the property occupies a neoclassical palazzo on Piazza del Parlamento, facing Palazzo Montecitorio, seat of the Italian Chamber of Deputies. Designed by Pio and Marcello Piacentini and built between 1913 and 1921, the building’s monumental architecture and original artistic details have been carefully preserved. The public areas and 60 rooms, including 25 suites, have the character of a grand private residence. High ceilings, tall windows and views over the rooftops or inner courtyard blend with contemporary furnishings. The Campo Marzio Suites are on two levels, the Chigi Suite has a sweeping rooftop terrace, the Arte Suite reflects the palazzo’s artistic heritage, and the Aurea Penthouse, inspired by Nero’s Domus Aurea, offers privacy high above the city. The most remarkable is the
New era
The lobby of Corinthia Rome
The Hotel’s signature restaurant Viride
© Corinthia Hotels
C
Corinthia Rome:
Theodoli Suite
© Corinthia Hotels
Historical Hotels of Italy
Theodoli Heritage Suite, the former Council Chamber overlooking Palazzo Montecitorio. Its original 1920s decoration includes frescoes of civic virtues and prosperity by Giulio Bargellini, while Guglielmo Janni’s ceiling is an allegorical map tracing the history of Italian currency. Now the presidential suite, it also provides a unique setting for intimate meetings and private events. Dining is led by Carlo Cracco. In Viride, the hotel’s signature restaurant, overlooking the courtyard garden, Cracco’s eclectic menu draws on Italian culinary traditions with seasonal ingredients and flavours presented in unexpected ways. Piazzetta offers a more informal setting for breakfast and all-day dining, while Ocra Bar provides an atmospheric backdrop for shopping breaks, cocktails and late-evening drinks. Below ground the former bank vaults house the Corinthia Spa, with three treatment rooms, pools, experience showers, steam room, sauna and an ice fountain, as well as a 24-hour gym. The location completes the picture: the Pantheon, Trevi Fountain, Spanish Steps and Via Condotti are just five minutes away, the Colosseum and Roman Forum about a fifteen-minute walk, and St. Peter’s Basilica is just half an hour across the Tiber.
ItaliAbsolutely | October 2026 | 15
ONLY in Italy
Come with us to discover some of
Italy’s best-kept secrets by Pamela McCourt Francescone
Beyond the celebrated cities and familiar landscapes lies a world that many travellers to Italy never get to see. It is found in small villages perched on hillsides, in family-run trattorie with no menus in English and along country roads that seem to lead nowhere but end up somewhere quite unforgettable. 16 | ItaliAbsolutely | October 2026
This is Italy at its most intimate. A place where traditions are still part of everyday life, where time follows its own rhythm, and where the greatest discoveries are the ones you never planned. Come with us beyond the obvious, and find an Italy that feels like somewhere you belong.
Borgo Valsugana:
ONLY in Italy
Where Trentino gets real
W
hen you think of Trentino you often picture the Dolomites and famous ski resorts like Madonna di Campiglio. But beyond these lies a quieter side of the region, and one of the best places to discover it is Borgo Valsugana, a small town in the Valsugana valley. Its old centre is a pleasure to explore. Along the Brenta River bridges, narrow streets and historic houses create a distinctly local atmosphere. Above the town stand the remains of Castel Telvana, with views across the valley. But Borgo’s most unexpected attraction is Arte Sella, an open-air art project in the forest where international artists have created monumental sculptures using wood, stone and natural materials, allowing their works to become part of the landscape. The Valsugana area has many
Castel Telvana
From dumplings to chestnuts hiking and cycling routes, while nearby lakes such as Caldonazzo and Levico are perfect for swimming and relaxing. Spring and autumn are especially appealing, when the valley is quieter and the forests take on spectacular colours. Borgo Valsugana’s appeal is subtle: a beautiful river, historic streets, mountain scenery and unexpected contemporary art.
UNESCO SITE: The spectacular Dolomites
T
Regional Specialties
he Dolomites, which are less than 50 kilometres from Borgo Valsugana, are one of the most spectacular mountain landscapes in the world. In 2009, they were declared a UNESCO World Heritage Site for their exceptional natural beauty and unique geological importance.
Dramatic peaks, deep valleys and pale limestone formations create an unforgettable landscape, and they are also home to rich biodiversity, with forests, lakes and many species of plants and animals. Very popular for hiking, climbing and skiing, they attract visitors from all over the world throughout the year.
Borgo Valsugana offers the best of Trentino’s traditional cuisine. Specialties include canederli bread dumplings often served in broth, and polenta corn mash with mushrooms, cheese or game. It also has mountain cheeses, cured meats and a local rarity is Lucanica trentina, a traditional sausage while seasonal products like wild mushrooms, chestnuts and berries reflect the natural richness of the Valsugana valley.
ItaliAbsolutely | October 2026 | 17
Pietrasanta ONLY in Italy
The little Tuscan town with big art Regional Specialties
F
Land and sea meet on the table
or many visitors Tuscany means Florence, Siena and the Chianti hills. Yet it also has places that are surprisingly under the radar. Like Pietrasanta, near the Versilia coast. Stone streets, handsome buildings and charming squares create the classic Tuscan atmosphere, and the town has a distinctive connection to sculpture and marble. The nearby Apuan Alps are famous for their marble quarries, and Michelangelo used to come here to source marble for his works.
Sculptures appear in squares, streets and public spaces, turning a walk through the historic centre into an open-air exhibition, and galleries and workshops add to the creative atmosphere. The Apuan Alps rise dramatically behind the town and beaches, like fashionable Forte dei Marmi on the Versilia coast, are only a short drive away. Pietrasanta is a Tuscany that is elegant, artistic and authentic, while still feeling like a discovery of your own, and the local food combines inland Tuscan flavours with those of the coast.
UNESCO SITE: The Leaning Tower of Pisa
J
ust 30 kilometres from Pietrasanta, Pisa’s Piazza del Duomo is one of Italy’s most extraordinary architectural ensembles and a UNESCO World Heritage site. Its Leaning Tower is world-famous as are the Cathedral, Baptistery and Cemetery. Known as the Square of Miracles this remarkable complex brings together centuries of art, history and architecture. Whether you’re here to get a selfie with the tower or simply to gaze
at its famous tilt, a visit to Pisa, once a proud marine republic, and its iconic
18 | ItaliAbsolutely | October 2026
monuments is an unforgettable journey into the heart of Tuscany,
Pietrasanta offers a delicious taste of coastal Tuscany, where land and sea meet on the table. Fresh seafood sits alongside handmade pasta, seasonal vegetables and fragrant local olive oil. Look out for tordelli alla versiliese, stuffed pasta served with a rich meat sauce, and lardo di Colonnata the celebrated cured pork delicacy from the Apuan Alps.
Agnone: ONLY in Italy
A Molise mountain town few tourists know
Regional Specialties
Hearty mountain dishes
I
f there is one Italian region international travellers have yet to truly discover, it could well be Molise. Away from Italy’s crowded tourist destinations, it offers something increasingly rare: the feeling of discovering a place that tourism has not changed. Agnone is a small mountain town in Upper Molise, surrounded by forests and spectacular Apennine landscapes. It is a place to slow down, explore a genuinely livedin historic centre, eat well and discover traditions few international visitors experience. Pescara Airport is 70 kilometres
away, while Naples Airport, a hub for international flights, is about 100 kilometres distant. Agnone’s charm is quiet: historic streets, stone doorways, old palaces and churches and small cafés where locals gather. The town is particularly famous for its bell-making tradition and the Pontifical Marinelli Bell Foundry is one of the world’s oldest where bells are still produced using traditional techniques. At over 800 metres asl Agnone offers cooler summers and is particularly appealing in the autumn for the colours of its forests.
UNESCO SITE: Caserta’s Royal Palace
M
olise (like Calabria) has no UNESCO site, but just 100 kilometres away the Royal Palace of Caserta with its spectacular park, Vanvitelli aqueduct and San Leucio Complex is a World Heritage site, and easy to fit into a day itinerary or an overnight. Built in 1752 for the Bourbon kings, the vast palace and splendid gardens offer a glimpse into Italy’s royal past. In a grand Baroque and Neoclassical style, it has over 1,200 rooms, lavish royal apartments, monumental staircases
20 | ItaliAbsolutely | October 2026
and a theatre, while its vast gardens feature fountains, pools and waterfalls.
Molise is known for its mountain cuisine based on handmade pasta, cured meats, cheeses, truffles and wild mushrooms. Its standout specialty is zuppa alla santè, a hearty Christmas soup of chicken broth, meat and cheese meatballs. The town is also famous for ostie ripiene which are wafers filled with nuts, honey and chocolate, and confetti ricci, a traditional sugared almond sweet.
Amantea
ONLY in Italy
Calabria, off script
B
eyond the Calabria region’s best-known tourist routes lies Amantea, a small Tyrrhenian coastal town where beaches, history, food and spectacular views come together without the crowds. Its clear waters and sandy beaches make Amantea an appealing seaside destination, but the real surprise is the town with its medieval castle, maze of narrow streets and stone buildings, and as you climb, the views across the Tyrrhenian Sea become increasingly impressive. The castle ruins, historic churches and ancient streets invite visitors to explore at their own pace, and food is another highlight with local specialties including handmade pasta, fresh fish, cured meats, local cheeses like cacciocavallo and the bucconotto di Amantea, which are tradi-
Regional Specialties
Spicy hot chilli peppers
tional pastry tarts. Amantea is a more authentic Calabria, where beautiful scenery, history and simple everyday life make the journey memorable.
UNESCO LANDSCAPE: Paestum and Velia
J
ust 150 kilometres from Amantea, in the Campania region, the Vallo di Diano National Park, Paestum and Velia, Certosa di Padula is a UNESCO World Heritage site that brings together ancient history, dramatic landscapes and
Amantea offers a delicious taste of Calabria. Its cuisine includes lots of spicy hot chilli peppers and olives which are grown locally and bring bold Mediterranean character to the table. But the most striking thing about eating here is how good a dish with the simplest of ingredient, like sunripened tomatoes, extra virgin olive oil and handmade pasta, can be.
remarkable architecture. Explore the Greek temples of Paestum, and the archaeological ruins of Velia, Together with the wild beauty of Cilento and the Vallo di Diano, this is a journey through more than 2,000 years of Mediterranean history.
ItaliAbsolutely | October 2026 | 21
The outlet becomes a destination in its own right by Enzo Scudieri
22 | ItaliAbsolutely | October 2026
N
Francesco di Cesare president of Risposte Turismo
o longer simply tive yet accessible products. places devoted «The picture for the first half of 2026 to shopping, shows a market that has gained momenbut tourist hubs tum over the months. After a more cauthat collaborate tious start to the year, tax-free spending with hotels, recorded a gradual acceleration, reaching tour operators, local areas and cultural growth of 11% in May and 6% in June. attractions. Shopping tourism is evolving This trend enabled the half-year to close and becoming an integral part of the trav- at +2% over last year.» el experience, helping to generate value «This figure masks a steadily improving for an entire destination. trend and points to strengthening interShopping continues to be one of the national demand, - observes Stefano most important reasons for travelling, but Rizzi, managing director Italy at Global its role is changing. Whilst in the past, Blue. - The growth of shopping tourism making a purchase was often the culmi- will therefore depend on the ability to nation of the experience, today it forms create personalized experiences, speak part of a broader picture that runs the the language of the younger generations gamut from hospitality, culture and food and prepare for the return of the major to wine, entertainment and Asian markets.» services. And with this The ecosystem transformation outlets and Today there that creates value shopping destinations are The competitiveness of a increasingly focused on is a growing shopping destination is no creating experiences to focus on an longer measured solely by extend visitors’ stays and offering the presence of brands, but generate benefits for the by its ability to forge links local area. designed with the local area. This is According to Francesco di increasingly why outlets are strengthenCesare, president of for travellers ing their partnerships with Risposte Turismo: «Outlets DMOs, accommodation have always envisaged Francesco providers, airlines, tour their centres as destinadi Cesare operators and institutions. tions for tourists as well as According to Daniele locals. Today there is a growing focus on an offering designed Rutigliano, senior tourism manager at McArthurGlen working as a unified sysincreasingly for travellers, while more and more destinations are choosing to tem is now the key to attracting highinvest in order to be perceived as gen- quality tourist flows. «Shopping has uine shopping destinations.» For the become an integral part of the journey, president of Risposte Turismo, it is going and success depends on the ability to to be the local area that makes the differ- offer a complete experience, where hosence: «Tourists seek authenticity, they pitality, services and the local area coexwant to associate a product with the ist naturally.» This model generates place where it originates and enjoy a sim- widespread benefits for transport, catering and hospitality too, transforming the ple, natural experience.» This trend is also confirmed by data from outlet into a genuine tourist attraction. Global Blue. In the first half of 2026, the «For the Serravalle outlet collaboration number of tax-free shoppers in Italy rose with the entire tourism ecosystem remains fundamental. We maintain conby 5% driven mainly by Generation Z stant dialogue with our partners to devel(+22%), with the United States remaining op integrated initiatives that can respond the leading market in terms of spending power. At the same time the premium to travellers’ changing behaviour and and lifestyle segment is growing, a sign of generating value for both visitors and the demand increasingly focused on distinc- local area.
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ItaliAbsolutely | October 2026 | 23
SURVEY Shopping tourism Torino Outlet Village
“
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The growth of shopping tourism will therefore depend on the ability to create personalized experiences Stefano Rizzi
”
Today, more than ever, working as a unified system is the key to attracting high-quality tourist flows and enhancing a destination.» The experiences of Torino Outlet Village and Sicilia Outlet Village also show how this evolution can take different forms depending on the region. In the case of Piedmont its proximity to Turin, the Langhe, the lakes and the main routes to France and Switzerland allows Torino Outlet Village to fit naturally into the area’s cultural, food and wine, and sporting itineraries, becoming a stop on the journey rather than simply a shopping destination. In Sicily, on the other hand, the
Shopping has become an integral part of the journey Daniele Rutigliano Village, situated along the Palermo-Catania motorway, enjoys a strategic location that makes it a natural stop on the island’s tourist
The experiences of Torino Outlet Village and Sicilia Outlet Village also show how this evolution can take different forms depending on the region
itineraries, and aims to strengthen its role as a tourist hub through partnerships with tour operators, a
Serravalle Outlet
Sicilia Outlet Village
”
The 7 drivers of shopping tourism 2.0 ● Collaborations between outlets, hotels, DMOs, tour operators and institutions. ● Integration with local culture, food, wine and attractions. ● Premium and personalized services for international visitors. ● Events and entertainment as attractions. ● A narrative about the destination that focuses on the experience, not just the shopping. ● Business Intelligence and AI for analyzing data and visitor behaviour ● The human factor in customer relations
24 | ItaliAbsolutely | October 2026
SURVEY Shopping tourism Vicolungo The Style Outlets
Caterina Zellioli tourism manager at NEINVER
Castel Guelfo The Style Outlets
The figures and trends driving change ● In the first half of 2026, the number of tax-free shoppers in Italy grew by 5%. ● Generation Z recorded the largest increase (+22%). ● Families with children are an increasingly significant segment ● The United States is the leading market in terms of tax-free spending power. ● British travellers account for 4% of total volumes and have increased their spending in Italy by 13% ● The premium and lifestyle segment is growing, as traditional luxury is showing signs of a slowdown ● Milan and Rome remain the main destinations for international shopping.
presence at major international trade fairs and promotional initiatives that combine shopping, culture and heritage. This strategy also contributes to the seasonal balancing of visitor flows and the promotion of the Sicilian hinterland. As Francesco di Cesare, president of Risposte Turismo, says: «the opportunity to visit production visitor satisfaction. «An outlet is sites, to link a product to the con- now a destination in its own right,text in which it is created, thereby says Caterina Zellioli, tourism manenhancing the genius loci, and to ager at NEINVER. - Visitors are meet the people directly involved in looking for much more than just the production processes is increas- shopping: they want services, authenticity, local ingly at the heart of cuisine and opportutourists’ interests nities to discover and requests.» The An outlet the local area. connection with the Shopping, food, local area is also the is now a and focus of NEINVER’s destination in its entertainment the destination itself strategy. «Over time, own right. are now all part of a we have built a solid single experience.» network of relationVisitors are vision is shared ships with the main looking for much This by the Vicolungo tourism stakeholdmore than just The Style Outlets ers in the Novara and Castel Guelfo and Lakes regions shopping The Style Outlets, for Vicolungo, and in Caterina Zellioli which are increasthe Bologna area for ingly integrated with Castel Guelfo. The tourist attractions of aim is to ensure that their respective regions. The Style Outlets become a genuine The future of shopping tourism hub for promoting tourism in the surrounding area,» says tourism therefore appears to be moving towards a model in which value manager Caterina Zellioli. stems not only from the quality of the retail offering, but from the abilThe experience comes ity to create experiences, build netbefore the purchase While the product remains an works between operators and important motivation, it is now the transform the outlet into a gateway experience that determines the to the destination. This is a chalquality of a visit. Dedicated ser- lenge involving retail, tourism and vices, catering, events, family areas local areas, which are increasingly and links with the local area all help called upon to speak a common lanto increase the length of stay and guage.
26 | ItaliAbsolutely | October 2026
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SURVEY Luxury tourism
The new map of Italian luxury by Alessandra Favaro 28 | ItaliAbsolutely | October 2026
A
SURVEY Luxury tourism
The Halls of Palazzo Castelluccio
Palazzo Castelluccio in Noto
new hotel, overlooking Lake Maggiore: investments the town shift the focus to the lakes rather than The Boutique Hotel Stresa has just the sea, is opened in Stresa, following the about to restoration of Villa Ostini, an 18thopen in Noto inside the sand-colou- century residence that once hosted red walls of the Baroque town cen- the Duchess of Genoa, mother of tre which is a UNESCO World the future Queen Margherita. With Heritage Site. And it is an example 28 suites, four Private Spa Suites of how in 2026 hotel designed by the Hofer investments shifted Group, the LeBolle In 2026 hotel towards places that, restaurant led by chef investments until just a few years Luca Gulino, the shifted ago, were missing Perlage rooftop terratowards places ce with a panoramic from guidebooks. These new openings that, until just a swimming pool, and a are shaping a trend permanent collection few years ago, that is focusing on of contemporary art, it were missing new destinations and is the first five-star premium services hotel to open on the from while redrawing the lake in forty years, and guidebooks map of luxury touit has joined the rism. Preferred Hotels & Resorts network. In Baveno, Russian entrepreneur Mikhail Noto. Baroque becomes Kusnirovich, founder of the Bosco a Rocco Forte address Palazzo Castelluccio, a 5,000 sqm Group and owner of Moscow’s neoclassical residence built in 1782 Gum department store, is set to by the Marquis di Lorenzo del open the Bosco Palace Hotel shorCastelluccio following the 1693 tly. earthquake, is set to open in Noto With 93 rooms, and the freedom to in 2026 as Rocco Forte’s third increase to 117, it has a beach club Sicilian property, following the designed by Riva. The Mandarin Verdura Resort in Sciacca and Villa Oriental Villa Poss and the Adler Igiea in Palermo. Monterosso are also expected to It will have thirty-one rooms, a open over the next two years, conrestaurant, spa, gym and garden, firming that Lake Maggiore has with interiors designed by Olga become one of the most soughtPolizzi together with architects after destinations for the internaPaolo Moschino and Philip tional hotel industry. Vergeylen, the same team behind the Rocco Forte House in Milan, Basilicata: the south forging and it is one of four openings plan- a luxury identity ned by the group over the next In Maratea Arsenale (Paolo Barletta three years, joining the properties and Nicola Bulgari) and the in Milan, Sardinia and Naples. Melpignano family which is at the
The Year of the Horse?
A Virtuoso report identifies riding as one of the leading trends in high-end tourism for 2026. In Val Passiria, near Merano, the Quellenhof Luxury Resort Passeier has built an entire equestrian paradise with an indoor riding arena, a training area, stables for guests’ horses and twenty trained animals, including Icelandic horses, half-breeds and Haflingers, for riding along the River Passirio, all within a five-star resort boasting over 10,000 sqm of spa facilities. Further south, in the Maremma, horses are a living part of the culture. Here the “butteri” Italian cowboys of Etruscan origin still tend to livestock on horseback, guardians of a tradition unrivalled in Europe. Two different ways of portraying the same Italy: that of the high Alpine riding school and that of the rural Tuscan tradition.
ItaliAbsolutely | October 2026 | 29
SURVEY Luxury tourism Santavenere seasonal establishment
helm of Borgo Egnazia, are redesigning the historic Santavenere. Opened in 1953 by Count Stefano Rivetti, for decades the only five-star hotel south of Naples and a haunt for the international film industry, it remains a seasonal establishment, open from mid-April to mid-October, with a private beach, a panoramic swimming pool and several restaurants. Inland, at the foot of Mount Vulture, the San Barbato Resort Spa & Golf in Lavello boasts 27
The Pollino is certified as having some of the darkest skies in Europe, and as such is a natural asset for stargazing tourism that remains largely untapped
rooms set within a six-hectare park, the Don Alfonso 1890 restaurant (an offshoot of the two-Michelin-starred establishment in Sant’Agata sui due Golfi), the world’s only Terrazza
30 | ItaliAbsolutely | October 2026
Staying at Villa Eden
Casa Fantini
SURVEY Luxury tourism Longevity, luxury measured in years
The entrance to Dimora Margherita, part of Borgo Ospitale’s historic residences Bellavista Franciacorta, and the Vitas Spa by Clarins. In Rotonda, in the heart of the Pollino National Park, Il Borgo Ospitale is a scattered hotel in historic residences in the medieval centre, with the Eufrasia spa and the A’ Rimissa trattoria serving Lucanian cuisine: a model of hospitality that invites guests to experience the village together with the local community. The Pollino is certified as having some of the darkest skies in Europe, and as such is a natural asset for stargazing tourism that remains largely untapped.
Lake Orta: luxury without the crowds
Whilst Lake Como makes the headlines, Lake Orta remains small by choice. Villa Crespi, Antonino Cannavacciuolo’s restaurant-hotel, has launched a sustainability project featuring its own beehives and electric charging points. Casa Fantini in Pella, has just 11 rooms overlooking the Island of San Giulio. LAQUA by the Lake reopens in
Villa Crespi
spring with the same Michelin-starred chef in the kitchen: The common Three destinations that measure luxury in terms thread linking of intimacy rather than these square metres, and just destinations an hour from Milan Malpensa. The common is low tourist thread linking these density, destinations is what properties with makes them so appealing: low tourist density, a story to tell properties with a story and direct to tell and direct access access to the to the local area, produlocal area, cers and communities, in places still far removed producers and from Italy’s most photocommunities graphed tourist routes.
Laqua by the lake
L’Eremito
The Altagamma Observatory lists longevity as one of the five drivers of luxury for the next five years. In Umbria, near Parrano, L’Eremito is a restored 14thcentury monaThe hall of stery with 18 Palazzo Fiuggi monastic cells, no Wi-Fi or TV, vegetarian cuisine and B Corp certification as Italy’s first eco-resort, set within a 3,000-hectare nature reserve. An hour from Palazzo Fiuggi Rome, Palazzo Fiuggi utilizes the same thermal waters that have been renowned since the Renaissance, offering epigenetic tests, gut Villa Eden microbiota analysis and a nutritional programme devised by threeMichelin-starred chef Heinz Beck, while Villa Eden in Villa Eden Merano is The park more intimate and boasts just 25 suites dedicated to wellbeing. ItaliAbsolutely | October 2026 | 31
Digital payments:
SURVEY Digital payments
From booking accommodation and flights to navigating a destination, cards, digital wallets and contactless payments are increasingly embedded in every stage of the travel experience. For hotels, restaurants, attractions and transport providers, the priority is now to deliver a seamless, straightforward and familiar payment experience that meets the expectations of today’s travellers.
by Claudiana Di Cesare
Paying while travelling is becoming an increasingly simple process that is smoothly integrated into the experience. From booking a flight to
in-person transactions, and one in four in-store transactions is made via a smartphone or wearable device. These are everyday habits that travellers expect to checking into a hotel, from public find even when away from home. In the travel sector, this starts at transport to restaurants, cards, the booking stage. Estimates digital wallets and contactless solutions now accompany travel- from the Innovative Payments and Travel lers every step of the way. And for The evolution of I n n o v a t i o n Observatories at businesses, the payments the Politecnico di evolution of payis no longer just Milano show that ments is no longer just about collecabout collecting in 2025, between 72% and 73% of ting payment, but payment, but the value of purabout the ability to about the chases for flights, offer a fully-integrated, uninterrupability to offer a trains, car hire and medium- to longted service. fully-integrated, distance coaches According to the uninterrupted has been made I n n o v a t i v e online. In rail transervice P a y m e n t s sport, cards and Observatory at the digital wallets Politecnico di Milano, in 2025, card and digital account for 74% of payments, wallet payments made by Italians and in medium- to long-distance have reached €518 billion, coach travel, 75%. accounting for 45% of consumer Regarding the inbound sector according to the Innovative spending. Contactless payments account for 87% of the value of Payments Observatory, in 2025
32 | ItaliAbsolutely | October 2026
the rise of cashless tourism
SURVEY Digital payments
payments made by foreign tourists in Italy reached €47 billion, compared with €43 billion in 2024. Given figures of this magnitude, the issue is no longer simply about ensuring the option to pay digitally, but building an experience that aligns with the habits of international travellers, from booking to purchases at their destination. It is in this area that payment providers are focusing their efforts, expanding acceptance technologies, integrating international digital wallets and working on solutions that can reduce friction related to currency, payment methods and usage. For Nexi the shift towards cashless payments now encompasses the entire experience at the destination, not just at the time of payment. “Foreign travellers are gradually moving away from cash, viewing digital payment no longer as an alternative but as a natural part of their journey,” says Giulio Vasconi, Nexi‘s head of marketing Italy. The demand is chiefly for simplicity and familiarity, even when different currencies are involved. Among the most sought-after solutions is the Smart Converter dynamic currency conversion, which allows tourists from outside the Eurozone to see the amount in their own currency straight away, while the merchant receives payment in Euro. There is also growing demand for Tap to Pay, which transforms the user’s smartphone into a contactless POS terminal, and omnichannel gateways, which are particularly useful in the hospitality sector for linking online bookings with payment at check-out.
ItaliAbsolutely | October 2026 | 33
518 bln€
SURVEY Digital payments
Payments made by Italians with card and digital wallet in 2025 l
47 bln€
l Payments made by foreign tourists in Italy in 2025
Alternative solutions
Digital wallets and international payment systems
Integrating solutions such as Alipay, WeChat Pay and UnionPay
Contactless Open Loop systems
Allow passengers to pay directly at turnstiles or on board using their card or smartphone, without having to purchase a specific travel ticket first
Then there are digital wallets and international payment systems, which are particularly important for visitors from markets where cards and cash are not necessarily the most widely used methods. Integrating solutions such as Alipay, WeChat Pay and UnionPay into POS terminals enables stores, hotels and other tourist businesses to accept payment methods already familiar to Chinese and Asian visitors, including those using QR codes. “Accepting payment systems from visitors’ countries of origin means removing one of the last barriers to purchase,” underlines Vasconi. The aim for the coming years is to make payment even more integrated into the experience. In transport this means Contactless Open Loop systems, which allow passengers to pay directly at turnstiles or on board using their card or smartphone, without having to purchase a specific travel ticket first. In the hospitality sector, on the other hand, pay-
New European digital wallets
Based on instant account-toaccount payments, such as Wero, designed to make cross-border payments simpler and more standardized
34 | ItaliAbsolutely | October 2026
Delta Hotel Olbia
ments, bookings, messaging and digital support will increasingly converge within the same ecosystem. Added to this are the new European digital wallets based on instant account-to-account payments, such as Wero, for which Nexi is the technology provider, designed to make cross-border
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Accepting payment systems means removing one of the last barriers to purchase Giulio Vasconi payments simpler and more standardized. Confirming just how much the topic of payments has now become an integral part of the tourist experience is American Express, which is shifting its focus to the ability of destinations to meet travellers’ new expectations. According to recent research by the company, for 71% of travellers the acceptance of digital pay-
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SURVEY Digital payments Giulio Vasconi, Nexi‘s head of marketing Italy
ments influences their choice of destination. Travellers expect to be able to use simple, familiar payment methods while travelling, without any disruption to the flow of shopping, transport and services at their destination. The Tap-and-Pay technology, now available in over 50 Italian destinations, including Rome, Venice and Milan, is a step in this direction, complemented by the integrated travel benefits offered to cardholders. This also applies to inbound tourism: through its global network, American Express connects international cardholders with Italian merchants, encouraging spending at hotels, restaurants and attractions. Added to this is support for
the local economy through initiatives such as Shop Small and for cultural institutions, aimed at promoting Italian excellence whilst making what destinations have to offer more accessible to international visitors.
According to recent research by American Express, for 71% of travellers the acceptance of digital payments influences their choice of destination
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Foreign travellers are viewing digital payment no longer as an alternative but as a natural part of their journey Giulio Vasconi
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ItaliAbsolutely | October 2026 | 35
SURVEY Premium economy
The rise of
Premium Economy
In a global scenario where high-end products are playing an increasingly prominent role on flights, the middle ground between economy and business class is expanding into new market segments with an increasingly sophisticated and continuously evolving offering. by Mariella Cattaneo 36 | ItaliAbsolutely | October 2026
And then there is Premium Economy which, in just three decades, has redefined air travel for what is now a broad range of passengers from business to leisure travellers. This middle ground, launched in 1992 by Eva Air (with its forerunner, Evergreen Deluxe Class) with the aim of bridging the gap between business class and economy, is now an indispensable feature of long-haul fleets worldwide, capitalizing on one of the defining characteristics of premium cabins which is the ability to generate a disproportionate share of revenue relative to the physical space occupied. In the case of Premium Economy this translates into extremely high profitability per square metre, which
for many airlines makes it the most profitable section of the aircraft in relation to the space occupied. This advantage is complemented by two further key factors that create the perfect balance between business and economy: a price significantly lower than that of business class, and therefore attractive to passengers, and an increasingly established base of travellers, with the leisure segment now complementing the business segment.
The figures speak for themselves: according to a survey by Market Intelo (a company specializing in market research and business consultancy), the Premium Economy market topped $9.8 billion in 2025.
9.8 bln$
SURVEY Premium economy
l Premium Economy market turnover in 2025 according to a survey by Market Intelo
19.2bln$ l Forecasts indication turnover of the market by 2034
Forecasts indicate that it is set to grow to $19.2 billion by 2034, recording a compound annual growth rate (CAGR) of 8.2% over the forecast period. While several airlines had already launched this class a few years ago, the pandemic acted as a turning point, spurring massive investment in the adaptation and expansion of Premium Economy cabins in order to capitalize on the significant revenue opportunities offered by this hybrid segment.
Marco D’Ilario, Emirates’ country manager Italy
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Today, passengers and Italian travellers in particular are more inclined to invest not only in their destination but also in the quality of their time on board Marco D’Ilario
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«Our Premium Economy class responds to a shift
in travel behaviour that has become particularly evident since the pandemic,- confirms Marco D’Ilario, Emirates’ country manager Italy. -Today, passengers and Italian travellers in particular are more inclined to invest not only in their destination but also in the quality of their time on board. A flight is no longer seen as merely a means of transport, it has become an integral part of the travel experience. This transformation is particularly evident in two areas.
Emirates
Emirates’ Premium Economy made its debut in Italy in June 2025, with the first Airbus A350 arriving in Bologna, followed by flights to Milan. In just over a year, nearly 50,000 passengers have travelled in Premium Economy to and from Italy, and between July 2025 and July 2026 available capacity has more than tripled, rising from around 3,400 to over 9,000 seats.
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SURVEY Premium economy
We anticipated the shift towards the premium segment almost 15 years ago and have made targeted investments in premium products Cristina Casati
Delta Air Lines Guests are welcomed with warm towels, a drink of their choice and a savoury snack on board before enjoying a menu designed exclusively for Delta Premium SelecF, which can also be prebooked up to 24 hours before the flight. Delta Premium Select passengers also benefit from the Sky Priority® service, which includes Fast Track check-in, security screening and baggage handling, and are among the first to be invited to board.
A SURVEY
Transatlantic flight market in the second quarter of 2026 increase over the same quarter in 2019 (pre-Covid) l FIRST CLASS +16%
l BUSINESS CLASS +14% l PREMIUM ECONOMY
+124%
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The first is the growth of so-called Premium Leisure. After the pandemic many travellers began to place greater importance on personal space, wellbeing and arriving at their destination feeling rested. They are therefore more willing to pay a reasonable additional cost to treat themselves to a superior experience compared to Economy Class. The second area concerns business travel. Many companies are reviewing their travel policies to balance care for employees’ wellbeing with responsible budget management. And Premium Economy offers a very practical solution providing business travellers with the space and comfort needed to work during the flight and then arriving feeling more rested, at a lower cost than Business Class.»
Across the Atlantic Delta Air Lines echoes this sentiment: «In recent years, we have seen a steady increase in demand for all our premium classes (Delta Premium Select, Delta One and Delta First), explains Cristina Casati, sales manager for Italy, Greece and Malta. That said, Delta is now the number one premium airline in the United States. We anticipated the shift towards the premium segment almost 15 years ago and have made targeted investments in premium products, our loyalty pro-
l ECONOMY -9%
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”
gramme and the end-to-end travel experience. The data we are analyzing - bookings, revenue trends and loyalty programme engagement - continues to confirm the strength of our premium cabins.»
Figures provided by Cirium for a recent survey by the Italian daily Corriere della Sera show that in the transatlantic flight market in the second quarter of 2026 First Class seats saw a 16% increase over the same quarter in 2019 (pre-Covid), Business Class seats rose by 14%, and Premium Economy seats surged by as much as 124% while Economy Class saw a 9% decline. United Airlines, one of the key players on these particularly profitable routes, introduced United Premium Plus in 2018, «and it is available on all wide-body aircraft operating on international routes,says Walter Cianciusi, country sales manager Italy. -Interest has remained strong since the launch, particularly as customers are increasingly looking for ways to enhance their travel experience without having to upgrade directly to a Business Class product. United Premium Plus offers a very attractive mid-range solution, combining greater comfort, additional services and a high-quality dining experience at a more affordable price.»
SURVEY Premium economy
Walter Cianciusi, country sales manager Italy
United Airlines
The Boeing 787-9s with “Elevated” interiors feature 35 United Premium Plus seats (the highest number in the airline’s fleet) arranged in 5 rows in a 2-3-2 configuration
TAP Air Portugal
The current Economy Prime configuration will be retained on the new aircraft, with a dedicated area in the first three rows of Economy, physically separated from the rest of the cabin. The configuration will remain the same, with four seats per row and the aisle seat always left free. Future improvements to the Prime package cannot be ruled out: these could involve both the services included and a different aircraft configuration, should customer demand and requirements point in this direction. to board.
TAP Economy Prime The new “elevated” interiors, already featured on some Boeing 787-9s, include soft-touch materials, quartzite cocktail tables and a 16-inch 4K OLED screen in United Premium Plus. Passengers have access to Bluetooth and three charging options for their personal devices, including wireless charging - a first for United Premium Plus. «The seats are also fitted with dedicated bottle and cup holders, as well as a privacy partition with an integrated reading light another first for United Premium Plus.» The upward trend in
United A321 XLR Economy Plus Interior
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demand is encouraging other airlines to introduce this type of cabin. One recent example is TAP Air Portugal. «Our Economy Prime made its debut on 1 June and is available on flights operated with the A330 and A321Lr,- says Davide Calicchia, market manager Italy. -The added value lies in the combination of benefits on the ground and on board in a single package: dedicated check-in, Fast Track, priority boarding and priority baggage handling are complemented by an exclusive cabin with just 12 seats, immediately behind Business Class, with a configuration of
“
four seats per row and an aisle seat that is always left unoccupied to ensure greater space and tranquillity. Naturally, the in-
“
United Premium Plus offers a very attractive mid-range solution Walter Cianciusi
”
flight service is also premium, with pre-selectable meals, amenity kits, a superior-quality pillow, greater fare flexibility and bonus miles for frequent flyers. Furthermore, certain distinctive Economy Prime services will also be available as separately purchasable upgrades, offering greater flexibility in personalizing the travel experience.»
According to TAP the decision to introduce Economy Prime reflects a «new consumer need,
The added value lies in the combination of benefits on the ground and on board in a single package Davide Calicchia
”
SURVEY Premium economy
particularly in the corporate segment. After the Covid-19 pandemic many companies revised their travel policies, introducing stricter criteria for access to Business Class and placing greater emphasis on cost containment. This has given rise to the need for an intermediate solution.» On the other side of the globe Cathay Pacific has been a pioneer in offering Premium Economy, which has been part of the airline’s portfolio for over a decade, «and over this period it has become an increasingly important part of our product offering for long-haul flights,» notes Paul Johannes, vice president customer travel & lifestyle. - In the new Premium Economy cabin on board the refurbished Boeing 777-300ER, available on daily flights from Milan, passengers can also enjoy a more modern and elegant environment, featuring greater privacy, a larger 15.6-inch 4K screen, Bluetooth audio connectivity and exclusive Premium Economy toilets.» The passenger mix is well-established and strategic: «The cabin appeals to high-end leisure travellers embarking on long-
haul holidays, as well as SMEs and business travellers whose company policies allow them to choose an intermediate class.» The proportion of these passengers, as with other airlines, «varies depending on the route and the time of year, but we are seeing substantial demand in both segments.» While not disclosing the exact proportion that «contributes to turnover, Premium Economy undoubtedly plays an important strategic role in our overall mix.»
Delta’s Premium Select is available on all routes to and from Italy and Europe «and caters to a balanced mix of leisure and business passengers. Although we do not provide details on the specific contribution to revenue from Delta Premium Select, in our recent report on the results for the second quarter of 2026 we indicated that total revenue from the premium segment grew by 17% year-on-year.» Emirates also highlights that the financial figures are positive and «the Italian market is in line with the performance recorded across the rest of the network.
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Cathay Pacific’s Premium economy has been part of the airline’s portfolio for over a decade, “and over this period it has become an increasingly important part of our product offering for long-haul flights Paul Johannes
”
Cathay Pacific
Premium Economy cabins are available on both the Airbus A350s, which operate the seasonal summer service to Rome with four weekly flights, and the Boeing 777300ERs which operate the daily service to Milan. The new Premium Economy cabin is being gradually introduced on the refurbished Boeing 777-300ERs, alongside the new Business Aria Suite and the refurbished Economy cabin. In Europe, these upgraded aircraft have already been introduced on key long-haul routes, including London, Milan and Frankfurt.
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SURVEY Premium economy Premium Economy a little history,
This middle ground, launched in 1992 by Eva Air (with its forerunner, Evergreen Deluxe Class) with the aim of bridging the gap between business class and economy, is now an indispensable feature of longhaul fleets worldwide
Two Key Factors
l A price significantly lower
than that of business class therefore attractive to passengers l An increasingly established base of travellers with the leisure segment now complementing the business segment
Another interesting sign is the growth in lastminute upgrades: many passengers, after checking availability and the price difference, choose to enhance their experience by upgrading to Premium Economy.» Since last August the Dubai-based airline has been operating from
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Milan Malpensa with Airbus A380s and A350s, from Rome Fiumicino with A380s and Boeing 777s, from Venice with Boeing 777s and from Bologna with A350s. «This mix allows us to offer Italian customers a very solid and differentiated product range across the whole country, with
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The Italian market is in line with the performance recorded across the rest of the network Marco D’Ilario
”
Premium Economy set to play an increasingly central role.»
Beyond the event. Sport as a driver of Italian tourism SURVEY Sport tourism
by Maria Carniglia
Sports tourism in Italy is a growing trend with an increasing number of travellers arriving to actively take part in competitions and follow events, and it has a significant economic impact on the region hosting the event as well as on neighbouring areas. These travellers can broadly be divided into three categories: spectators at major events, amateur sportspeople, and professional athletes. And they require bespoke services and hospitality: from spectators who extend their stay to explore the local area, to professional athletes who need specialized training facilities. Sports events also offer the opportunity to promote lesser-known destinations, thereby helping to reduce seasonal fluctuations.
42 million participants and spectators in 2024
Figures from Federturismo and Confindustria shows that sports tourism in Italy generated some €12 billion in 2024, with 42 million arrivals. Sports tourists (whether active participants or spectators) have above-average spending power and are more attuned to sustainability, digitalization and on-site experiences, and they come mainly from Germany, the Netherlands, Belgium, the United Kingdom and Austria. Major sporting events act as catalysts for investments in infrastructure and innovation and therefore have a lasting effect on employment and the country’s international appeal. There are also events with a strong impact on the local area like the 2006 Turin Winter Olympics, the 2023 Ryder Cup, Milan-Cortina 2026, the 2027 World Athletics Championships in Rome and next year's America’s Cup.
Showcasing Naples at the 2027 America's Cup
The Campania region has put in place a strategy to use major events not as isolated happenings, but as catalysts for investment, promotion and development. And it intends making the 2027 America’s Cup an extraordinary opportunity to showcase Naples and the entire region, ensuring that the influx of visitors and the opportunities it brings do not stop at the venue where the event itself takes place. Currently efforts are focused on linking the Gulf with inland
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areas, art cities, small towns and villages, and the sea with food and wine, craftsmanship and local specialties. The event had a trial run from 24 to 27 September with the preliminary regattas that tested the organization, transport, hospitality, services and promotional capabilities. It also provided an understanding of the scale of the event, and entailed a significant transformation of the Bagnoli area. Thanks to the preliminary regattas in Nisida, the hangars for the teams were completed and the first operational area was handed over to New Zealand. Meanwhile, work continues in Bagnoli, where the crews will relocate ahead of the 2027 America’s Cup. «We must bear in mind that we are not just working to build facilities for a few weeks of competition,» explains Enzo Maraio, regional councillor for tourism, regional promotion and digital transition. «The real chal-
lenge is the legacy of the America’s Cup: accelerating urban regeneration, improving infrastructure and services, and enhancing hospitality capacity.» Campania has already shown how it can host highly complex international sporting events: the recent 2026 European University Games in Salerno, Europe’s leading university multisport event, involved thousands of participants, 13 different sports and 33 venues spread across the region.
Putting Naples and Campania on the global map
Major sporting events also serve as planning tools, encouraging investments, improving infrastructure and readying the region for the circuit of major international events. «The America’s Cup,- adds Maraio -, brings investment, accelerates the transformation of Bagnoli, improves infrastructure and services and, above all, puts Naples and
SURVEY Sport tourism demonstrated its ability to plan, organize and manage complex events, transforming them into drivers of economic and tourism development. The boom in visitor numbers recorded a 58% increase over the last two years, with over 20 million visitors in 2025 - leaves this in no doubt. «The America’s Cup has accelerated projects that would otherwise have begun in 2030,« says Teresa Armato, Naples councillor for tourism and productive activities. «The regatta village will be temporary and fully removable which will avoid a permanent impact and ensure environmental and urban sustainability.» The most significant developments concern the Bagnoli area, with the creation of a large public seaside park, new spaces for bathing and sport, the restoration of industrial heritage sites, the regeneration of the jetties, the new Line 2 station, the revival of Lido Pola and the sports park. «These public works have already been funded and will remain as a lasting legacy for the city.»
Naples has built a model that operates all year
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The real challenge is the legacy of the America’s Cup: accelerating urban regeneration, improving infrastructure and services, and enhancing hospitality capacity Enzo Maraio
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Campania on the map before a huge international audience. Anyone coming to Naples for the
America’s Cup must also be able to discover the islands, other towns in the Gulf, the Amalfi Coast, Cilento, the Caserta area, Sannio, Irpinia and the inland regions, so we have to develop itineraries, experiences and integrated packages.»
Naples had 20 million visitors in 2025
Sports and outdoor tourism can attract visitors even to places beyond well-known destinations and outside the traditionally busiest months. Cycling, trekking, trail running, golf, sailing and water sports make it possible to showcase the environment, the landscape, small towns and culinary specialties as one. In recent years Naples has
Naples is also enhancing its visitor services with new automated public toilets, eco-sustainable information points, funiculars running late into the evening, the metro operating at weekends, and outdoor car parks integrated with sustainable transport options. «Naples has built a model that integrates sport, culture, music and traditions,» adds Armato. «There is no single, isolated major event, but an ecosystem that operates all year round, guiding citizens and visitors towards 2027 and beyond. We see sport as a powerful driver of tourism thanks to the football league title celebrations which showed just how much a sporting event can generate economic impact, global visibility and a sense of community.»
42mln
l Sports tourism arrivals that generated some €12 billion in 2024
SPORTS TOURISTS l Have above-average
spending power
l Are more attuned
to sustainability, digitalization and on-site experiences l Mainly come from Germany, the Netherlands, Belgium, the United Kingdom and Austria
Enzo Maraio, regional councillor for tourism, regional promotion and digital transition
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SURVEY Sport tourism The Atlas of Cycling Routes feature over 15,000 kilometres of routes in Tuscany
Teresa Armato, Naples councillor for tourism and productive activities
AMERICA’S CUP EFFECTS
l Estimates pointing to
a €1.2 billion impact
l 15,000 jobs, of which
at least 2,000 permanent
l 1.5 million visitors
l Widespread benefits
for catering, hotels, transport, security, services, crafts, cultural and creative enterprises
Programme of Toscana Promozione Turistica formally recognizes “active tourism, sport and nature” as a regional product. Encompassing cycling and mountain biking, trekking, golf, landand sea-based activities, mountain sports and short breaks linked to sporting events, the strategy combines promotion of the Tuscany brand, collaboration with the 28 local tourism boards, digital campaigns, trade fairs, The 2024 Tour de France generrelations with tour operators, and ated global visibility for Tuscany international press and fam trips. Sports and outdoor tourism is no «Every major event,» adds Marras, longer a niche market, but one of the «must leave the region main tools for spreadwith promotional coning visitors into the offtent, new business relaseason months and tionships, higher quality across rural, mountainThe aim is to services, itineraries and ous and inland areas. In integrate sporting a reputation that can be the 2026 catalogue published by Toscana events into a sta- used even after the event has ended. We Promozione Turistica ble programme want to boost the moncycling and mountain itoring of visitor origins, biking holidays are feato transform the length of stay and tured in 27 of the 28 visibility gained spending to measure regional tourism clusinto valid ters, trekking in 24, and the economic impact golf in ten. Added to and select the events reasons to visit this the Atlas of most suited to the varithroughout the Cycling Routes feature ous destinations across over 15,000 kilometres Tuscany.» year of routes, interactive maps, elevation proMaking the region Leonardo files, accommodation more accessible Marras facilities and holiday year-round tips. The Grand Départ Sports events act as of the Tour de France from Florence catalysts, raising a destination’s profile, in 2024 showed how sport can generstimulating demand and have an ate global visibility. «Tuscany does not impact that can be particularly signifiwant to limit itself to chasing individcant for the entire Tuscan region. A ual events,» says Leonardo Marras, well-organized route or event can genregional councillor for tourism. «The erate demand in the spring and aim is to integrate sporting events into autumn months, involve several a stable programme to transform the municipalities and support farm stays, visibility gained over a few days into guides, restaurants, local shops and valid reasons to visit throughout the producers. The most worthwhile year.» investment is therefore not limited to the days of the event itself, but one Tuscany has 28 local tourism that makes the region more accessible, boards safer and more enjoyable to visit yearThe 2026–2028 Operational round.
The America’s Cup effect will be evident from an economic perspective, with estimates pointing to a €1.2 billion impact, 15,000 jobs, of which at least 2,000 permanent, 1.5 million visitors, and widespread benefits for catering, hotels, transport, security, services, crafts, and cultural and creative enterprises.
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Leonardo Marras, regional councillor for tourism
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