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I t a l i b s o l u t e l y T r a v e l T a l k , N e w s & E x p e r i e n c e s
Talking about evolution
In this new issue of ItaliAbsolutely, which we have brought to the WTM in London, we want to take an overall look at a country that continues to evolve And so, as well as the institutional voices of tourism minister Daniela Santanchè and Enit’s president Alessandra Priante - who, of course, not only take stock but also chart the course for future scenarios which are looking increasingly positive - we have added other voices, other faces, other places that offer a different perspective on Italy’s offerings. We have also included a survey on inbound tourism, a sector that aims to intercept foreign flows and bring them to Italy Here too, thanks to the insight of leading operators, we provide a clear picture of the sector’s opportunities and critical issues A sector that, let’s be honest, has had a solid year and is gearing up to face 2026 with fresh tools and great determination Then there are, as usual, pages on Italy’s lesser-known places - enchanting destinations that captivate, and will continue to captivate, international travellers Finally, a few words on the WTM and other major European and international tourism fairs Italy continues to shine at these events, capturing considerable attention. Indeed, the latest research confirms that Italy remains the most desired destination in the world for travelers. In short, our magazine is for those who want to truly know Italy and make the most of it
Taking Italian travel to the world.
From digital pioneer to global showcase
Four years ago, ItaliAbsolutely embarked on a bold digital journey, with a portal that quickly became a trusted reference point for Italian destination specialists worldwide. Today, that same spirit of innovation takes a new form - a dynamic print magazine that brings Italy’s travel excellence to an international audience at the World Travel Market 2025
The magazine marks an important step in our mission: to share Italy’s stories, destinations, and experiences directly with global travel leaders. Lightweight, and rich in insight, it will accompany us across the world’s major trade fairs from London to Berlin and from Milan to Las Vegas, guiding the travel industry’s exploration of Italy with clarity, inspiration, and vision
Giuseppe Aloe editor in chief
Pamela McCourt Francescone Executive Editor
Gorizia:
Europe’s borderless Capital of Culture 2025
This year Gorizia in Italy and its Slovenian twin, N o v a G o r i c a , s h a r e the unique honour of being the first-ever cross-border E u r o p e a n C a p i t a l o f Culture. Under the slogan “GO! Borderless,” the two c i t i e s c e l e b r a t e c u l t u r a l
The focus is on connection, coexistence, and creativity.
unity with more than 400 events, from concerts and art installations to culinary festivals and open-air performances, with the focus on connection, coexistence, and creativity
The year-long celebrations began with the spectacular
“From Station to Station” procession of music, theatre and dance that symbolic a l l y e r a s e d t h e b o r d e r .
A n d t o y e a r - e n d “ T a s t e
W i t h o u t B o r d e r s ” b r i n g s together the region’s finest wines and local dishes in a g a s t r o n o m i c f e s t i v a l t h perfectly captures the spi r i t o f G o r i z i a ’ s c u i s i n e with Italian flair meeting C e n t r a l E u r o p e a n t r a d tions.
Local deli
Gorizia is a place where history, art, and gastronomy truly know no borders
T h e n e a r e s t a i r p o r t i s
T r i e s t e – F r i u l i V e n e z i a Giulia Airport, just 30 kilometres away and the new high-speed rail link brings the city closer than ever to Venice, Bologna, Florence and Rome The medieval Castle of Gorizia dominates the skyline and has panoramic views across the Isonzo Valley. The nearby Parco d e l l a R i m e m b r a n z a p a r k commemorates the fallen o f t h e F i r s t W o r l d W a r while, across the invisible b o r d e r , t h e p e a c e f u l
K
M
n a s t e r y and its ancient library will appeal to lovers of culture
G o r i z i a ’ s a r c h i t e c t u r e
r e f l e c
A
s t r oHungarian past and can be admired in elegant palaces s u c h a s t h e P a l a z z o d e l Tribunale. Pamela McCourt Francescone
THE BEGIN HOTELS, the journey continues
The Begin Hotels recently celebrated its 10th anniversary at the SeeBay Hotel in Portonovo
To mark the occasion Guido Guidi, CEO and founder of the group, reflected on his idea of hospitality, and shared the group’s future vision
Guidi has impressive numbers to quote: 10 hotels, more than 300
mployees and an nnual turnover of €20 million. And he underscored how real success does not lie only in numbers, but above all in the people who make up the group, and in the daily pason and shared values hat inspire every choice. Which is how he got the name The Begin, because every
cal gastronomy echoes that crossroads of influences present throughout the city. Don’t miss the celebrated “Rosa di Gorizia,” a ruby-red radicchio unique to the area, or traditional dishes like “frico,” a cake of cheese, potatoes and onions pan-fried until crispy, “jota,” a bean and sauerkraut soup, and “presnitz” a pastry with nuts, chocolate and spices.
stay, every opening, every challenge is always a new beginning
The journey does not stop here In the coming months, the first 5star The Begin is scheduled to open in the heart of the historic centre of Catania, an ambitious project that boosts the group’s presence in the luxury segment.
Guido Guidi
A fresh breeze of change on the island of Ponza
Francesco Ambrosini, the mayor of Ponza, is implementing a series of measures designed to guide the island, just off the coast of Lazio, toward new standards of sustainability. «It’s
“ It’s essential to invest in new ferry vessels”
Francesco Ambrosini
essential to invest in new ferry vessels, the ones currently operating on the FormiaPonza line are over forty years old.»
Another of the mayor’s priorities is to regulate the island’s traffic flows and improve urban sanitation services with the
l Tourists arrivals on Ponza in 2024 In 2019 they were 168.000
goal of creating a truly “eco-sustainable island ” To extend the tourist ason ferry schedules have been usted so that even during the low ason it is possible to spend a full y on the island. «There are no trictions on cars arriving here, everyone can drive on Ponza - the mayor explains, but certain areas, such as the port, are closed to nonresidents, and we need more parking spaces for visitors »
Ponza, a paradise for sea and nature lovers, has limited resources for tourism promotion, a gap the mayor is working to fill. «Together with regional and state bodies, we are trying to make up for the lack of municipal funding, and we are investing in digital tools to boost visibility »
Arrivals on Ponza rose from 168,000 in 2019 to some 250,000 last year with foreign tourists contributing significantly to the local economy, as the island moves toward being increasingly accessible and environmentally responsible
Quirino Falessi
XENIA launches Explore, a new, provincial-focused, tour operator
Xenia Hôtellerie Solution puts the focus on inbound with the new provincialfocused tour operator Explore.
Recounting lesser-known Italy Xenia, a protagonist in travel and tourism has its own hotel chain Phi Hotels, and now launches Explore. This new tour operator for inbound markets to Italy is dedicated to provincial destinations. The ambition is that of recounting lesser-known Italy, the Italy of the provinces and of authentic traditions and experiences on a human scale.
The spirit of Explore Explore will offer a combination of cultural, traditional, food and wine products and Xenia's vision, aimed at enhancing all this, will capture the essence of the Explore brand: beyond travel, around Italy.
«Allowing travellers to discover the deep soul of Italy»
«Our goal is to build authentic and sustainable experiences that allow travellers to discover the deep soul of Italy. Like our Phi Hotels, Explore also plans to develop an offering primarily focused on provincial destinations that have been growing in attractiveness and excellence in the economic, food and wine, artistic and cultural spheres for a few years now,» explains Alessandro Cerritelli, of Explore’s hospitality area.
A view of Ponza
A beautiful sunset
Francesco Ambrosini
«We’re the true port of Sicily»
Mayor Basile on Messina’s cultural and coastal revival
“ Messina is no longer a city you pass through, it’s a place where you want to stay. ” ”
Federico Basile
All too often dismissed as “a city of passage,” and long overshadowed by Palermo and Catania, Messina is now positioning itself as the true port of Sicily, a place that blends history, gastronomy, culture, and sea in a uniquely authentic way. «For too long Messina has been the Cinderella of Sicily Today, thanks to the work we have done, we are the port of Sicily in every sense, not just a place you cross to reach the island, but a place to experience and enjoy,» says Federico Basile, the city’s mayor. Messina recently became the first Italian metropolitan city to receive the coveted Blue Flag for the quality of its waters
Positioned 90 and 60 minutes from the airports of Reggio Calabria and Catania, and with 53 kilometres of beaches, it is the longest city in Italy Two years ago National Geographic named Capo Peloro, the iconic point where the Ionic and Tyrrhenian
seas meet, Italy’s most beautiful beach The mayor highlights Messina’s strong cultural revival. «We’ve reopened the crypt under the cathedral, restored 20 historic villas and many parks, and we have the largest and world’s most complex astronomical clock.»
But Messina’s rebirth extends beyond heritage With over €220 million invested in new pedestrian areas, cycle paths, electric transport, concerts and sporting events, the city is fast becoming a dynamic, livable hub «Messina is no longer a city you pass through - says the mayor - it’s a place where you want to stay.»
Pamela McCourt Francescone
Tuscany’s focus
Deseasonalization and enhancing its uniqueness
Over «the last few years our aim has been to broaden awareness of those parts of Tuscany that are less involved in mass tourism (the “Toscana Diffusa” project) and to find new ways of interpreting the territory in order to appeal to visitors,» says Toscana Promozione. The region is seeking to balance the promotion of its art cities with the need to manage overtourism, while also encoura g i n g v i s i t o r s t o e x p l o r e l e s s e rknown sites such as the Medici Villas, the Museum of Roman Ships in Pisa, the Certosa of Calci, or the village of M o n t e r i g g i o n i . O t h e r a t t r a c t i o n s include Livorno and Arezzo, as well as the forests of the Casentino and the valleys of Garfagnana and Lunigiana. With more than 5700 active farm stays - offering the broadest choice of rural getaways in Italy - Toscana Promozione has taken steps in specific segments. One is slow tourism with the Benvenute project d e d i c a t e d t o w o m e n travellers, along handicraft routes with visits to workshops, industrial archaeology with museu m t o u r s a n d t h e e n h a n c e m e n t o f t h e UNESCO heritage and Creative Cities. In terms of sustainability, it has i m p l e m e n t e d a s t r u ctured project based on a c h a r t e r o f v a l u e s , endorsed by over 500 companies «The Atlas of walking and biking has allowed us to tell the story of an extraordinary Tuscany to be experienced on foot or on two wheels,» they say
The food and wine sector is a strategic priority through Vetrina Toscana, a platform that brings t o g e t h e r m o r e t h a n 2,200 operators in the sector. «The aim is the same: to make people taste authentic Tuscan cuisine at its best » The
“ Our aim has been to broaden awareness of those parts of Tuscany that are less involved in mass tourism ”
s t i c experiences, as well as c o l l a b o r a t i o n s w i t h stakeholders who combine tourist quality and ethical values. O n t h e t
n t i n g a DMS, a CRM and the new Visittuscany website The commitment to innovation is embodied in the organization of BTO, now in its 17th edition, an event which is a think tank for the comparison and updating of new tools and technologies. «The idea is to underline how beautiful Tuscany is, but above all how good it is at taking care of its guests,» they conclude at Toscana Promozione, adding that the aim is to maintain the international positioning achieved while creating experiences tailored to the needs of today’s traveller.
FS Busitalia rides the leisure wave
The development of tourist buses and charter services is gaining momentum, says Busitalia’s managing director Serafino Lo Piano. «We aim at placing ourselves as a leader in this sector » The Ferrovie dello Stato group is focusing mainly on the expansion of tourist and intermodal services in synergy with Trenitalia «through the introduction of services oriented towards leisure travel, such as the new PaduaCortina connections, as well as those for groups » The construction of a network of complementary and supplementary services to rail travel to and from airports, ports and tourist locations not yet served by train, or at times not covered by rail services, is flanked by «the new Charter product line, which meets the needs of groups travelling for leisure and/or business,» explains Lo Piano «In synergy with Trenitalia we are working to develop targeted offers for congresses, corporate events, trade fairs, and sporting events Our aim is to become a benchmark for MICE agencies, incentive houses, and the tourism industry in general.»
Busitalia’s clientele varies in relation to the type of service offered. «For airport services, such as the Orio al Serio Airlink, the typical passenger is young and leisure-oriented, and more than 80% travel for holidays, or are visiting friends and relatives International travellers top 26% from all over the world For example, some 90% of users of the Mall by Bus, the direct train+bus service from the centre of Florence to the luxury outlet without intermediate stops, are international, with Korean, Japanese and Chinese visitors accounting for 67%.
Things change on local public transport, with a share of international travellers just under 20%, but even in this case there is a constant increase in leisure-related travel, which gives us hope for the capacity and potential of our services to intercept a demand also linked to tourism » The strategic investment that supports all this development is centered in the fleet, «with particular attention to vehicles for rail replacement services, tourism, and medium and long-distance connections. By this December some 111 new-generation Gran Turismo buses will enter into service,» an investment of over €44 million in the fleet Trenitalia’s sales channels are important for Busitalia, says Lo Piano «We’re working to further integrate Busitalia services into all Trenitalia sales channels, both in combined train + bus mode and standalone, allowing customers to buy Busitalia tickets separately While a full assessment will be possible only in about a year, early results are promising, especially for airport routes, where usage is nearing 20%. Sales of local transport services combined with train tickets are also up 15%.»
Monteriggioni
Lunigiana Valley
Certosa of Calci
Serafino Lo Piano
A strategic step
ItaliAbsolutely joins forces with Arcadia in major partnership
It a l i A b s o l u t e l y and Arcadia have joined forces in a new partnership
A r c a d i a ’ s c o l l a b o -
r a t e s w i t h l e a d i n g Italian and international tour operators, providing hotel facilities and experiences across Italy for group t r a v e l , s e n i o r tourism, event planning, sports tournaments, and organized trips
«Arcadia’s know-how i s n o w o n t h e ItaliAbsolutely portal, o f f e r i n g e x c e l l e n t
y product,- says Mat-
This new step marks a significant evolution of our business, which is focused on c
broaden the market through their scope. And, of course, our products can be purchased online with a very good commission.»
F o r D
glioni CEO ItaliAbso-
lutely and Travel Group, the new partnership is a strategic step in the growth of the portal. «It is important that ItaliAbsolutely’s readers, who are global travel buyers, can purchase these p r o d u c t s d i r e c t l
portal. Be it hotels, experiences, or itineraries to little-known places in Italy, b e
c h
them through us is another way in which we help our
products. Our partnership w
TTG in Rimini, and also at t
Group and ItaliAbsolutely will be organizing during t h e d a y s o f t h e R i m i n i show. In short, we want to highlight just how vital this p a r t n e r s h i p b e t w e e n Arcadia and ItaliAbsolutely is »
Daniela Battaglioni
Matteo Mambelli
THE NUMBERS ARE ON OUR SIDE
È
S A N T A N C H
affect inbound tourism?
«The ongoing conflicts, which are contributing to a particu-
«The introduction of the NIC has definitely contributed to greater transparency in the
Inbound tourism figures TRENDS
We are seeing a change favouring year-round tourism and an even distribution of flows not only towards the sea, but also towards the mountains, villages, and walking routes, with an overall growth in outdoor tourism
CONFLICTS
Inevitably influence tourist flows, but Italy continues to be a popular destination thanks to its beauty and culture, and we are also working to promote it as a safe and welcoming place
One to one
sector, bringing to light a part of undeclared tourism. This gives us a clearer view of the market and allows us to better plan our development strategies
However, tourism data is not solely influenced by this, as there are other factors, such as the Jubilee pilgrim flows, that cannot always be mapped
According to the analyses we have collected up to 18 August thanks to the V i m i n a l e ’ s Alloggiati Web platform, hotel accommodation registered an increase of 5.8%, which cannot be attributed just to the NIC. These analyses need to be explored in further depth in the coming months, but one thing is certain: tourism is healthy and growing, and the government’s measures to enhance transparency and curb illegal practices are working, contributing to a higher standard of tourism »
Are the positive figures for Italian mountain tourism a prelude to the success of the Winter Olympics?
What are the initial results?
“ For the Milan-Cortina Winter Games the initial signs are very encouraging” Daniela Santanchè
«We are undoubtedly talking about very positive signals, and this augurs well for the Milan-Cortina Winter Games. The initial feedback is encouraging, and we are working to maximize the impact of the Games on tourism, also because events of this scale are fundamental to creating value, e n c o u r a g i n g investment, and showcasing Italy on the global stage.»
Price alert: how are tourist flows being managed to prevent sharp rate increases and protect service quality?
«We are implementing a series of strategies aimed at monitoring and managing tourist flows, working
Winter Olympics
Events of this scale are fundamental to creating value, encouraging investment, and showcasing Italy on the global stage
+ 5.8%
l Hotel accommodation registered an increase according to the analyses collected up to 18 August thanks to the Viminale’s Alloggiati Web platform
Price alert
We will set up dedicated task forces to keep prices reasonable
vertourism
The sustainable tourism projects of Italy’s top destinations can shed light on the key challenges posed by overtourism
in collaboration with industry stakeholders. We will set up dedicated task forces to keep prices reasonable and guarantee consistently high-quality service »
Let’s come to a topic on everyone’s lips: overtourism and flow management. Are there any virtuous examples to take inspiration from?
«There are several examples of destinations that have successfully implemented tourist flow management strategies. For example, the project of the Apuan Ligurian
area favours integration and synergies between nearby territories. Furthermore, the sustainable tourism projects of Italy’s top destinations can shed light on the key challenges posed by overtourism.»
What key projects is the Ministry currently working on? And what issues remain to be addressed
«We are working on several projects aimed at promoting sustainability and raising the level of quality. These challenges must be overcome to make
“ We must continue to invest in quality” Daniela Santanchè
Visitor behaviour !
l Implement control and awareness measures
l Educate visitors to respect works of art
l Protect our cultural heritage
tourism the driving force of the Italian economy.»
There is growing concern about the preservation of artworks amid rising tourist numbers and irresponsible visitor behaviour. What’s being done to address this issue?
«We need to work together with the Ministry of Culture to implement control and awareness measures, educating visitors to respect works of art It is crucial to protect our cultural heritage and ensure that tourist experiences are sustainable and respectful.»
by Isabella Cattoni
Borgio Verezzi and Finalborgo
Liguria’s twin jewels of charm and nature
Borgio Verezzi and Finalborgo in Liguria offer authentic beauty, culture, nature and cuisine and, although less famous than the Cinque Terre towns, they are equally captivating. In the municipality of Finale Ligure and about an hour from Genoa, they’re easily reached by train or car along the Riviera di Ponente route
The medieval hamlet of Finalborgo charms visitors with cobbled lanes, ochre palazzi, and artisan workshops inside ancient walls C t l Piazza Garibaldi e buzzes with ife, while in the er Convent of a Caterina, now e to the Archaeological Museum of Finale, visitors can admire centuries of hisy and frescoed ults. Finale Ligure is one of
by Pamela McCourt Francescone
Europe’s top climbing destinations, and there are some 3,000 bolted climbing routes on limestone cliffs around Finalborgo.
High above Finalborgo, the pink-stoned houses of Borgio Verezzi have sweeping sea views. In Piazza Sant’Agostino, the annual summer theatre festival transforms the village into a stage beneath the stars. Not far away, the Valdemino Grotto is a spectacular karst cave system filled with stalactites, stalagmites, and underground lakes. Linked by hiking and MBT trails as well as ancient traditions, these two charming Ligurian localities share the region’s passion for olive oil, focaccia, and Pigato wine.
Borgio Verezzi
Finalborgo
Trekking in Ponza: Wild Nature and Sea Views
Ponza is more than just beaches and crystal-clear watersit’s also a fantastic destination for trekking lovers The island, along with the nearby isles of Palmarola, Zannone, and Gavi, offers scenic trails through unspoiled landscapes
The routes wind through volcanic cliffs, aromatic Mediterranean scrub, and breathtaking views over the Tyrrhenian Sea. You’ll walk among wild fig trees, lentisk, and broom, with occasional glimpses of rare flora and fauna - especially on the protected island of Zannone
Some of the most popular trails include:
l Punta Incenso: An easy walk with views over Gavi and Ponza’s northern coastline
l Punta Fieno to Faro della Guardia: A more demanding hike with stunning cliffs, vineyard terraces, and vistas over Chiaia di Luna.
l Monte Guardia: The highest point on the island, offering 360° panoramic views
l Zannone Island: A natural reserve ideal for nature hikes through forests, ruins, and coastal viewpoints.
l Palmarola: A wild, largely uninhabited island perfect for off-thebeaten-path exploration among sea stacks and remote coves
The best seasons for trekking are spring and autumn, when temperatures are mild and nature is at its most vibrant. In summer, it’s best to start early and bring plenty of water, sun protection, and appropriate footwear For those looking to experience the authentic, untouched side of Ponza, trekking offers a unique way to discover its wild beautyslowly, and with respect for the land.
Roman Cisterns “della Dragonara” and “del Corridoio”
For many centuries Cisterna della Dragonara, has been a secret and an uncared-for place. But now, while exploring it, you will find again the origins and the ancient history of Ponza, a location of great and impressive beauty since the Roman era.
Two thousand years later, you will enter a cistern that has wonderfully kept itself intact There are necropolises, aqueduct and imperial Roman villas ruins. It is a great and charming archaeolog- ical heritage that will be brought to light It is the past building the future.
a n d A s p r o m o n t e , f o r m a rugged triangle that defines the region’s wild heart Each park has its own character, climate and rhythm, offering journeys from high mountains to forested plateau, down to the sea.
P o l l i n o N a t i o n a l
“
P a r k s t r a d d l i n g the Calabria and B a s i l i c a t a regions, is Italy’s largest protected area and a UNES C O G l o b a l Geopark Its landscape of jagged limestone peaks, deep gorges and alpine meadows attract nature lovers Hikers come for the Raganello and Lao canyons, while stone villages like Morano Calabro and Rotonda preserve the pace of mountain life and offer genuine hospitality.
and calm waters for boating a n d f i s h i n g , a n d o f f e r s a warm welcome in its many farm-stay and small hotels. In winter is becomes a paradise for skiers who delight in the crisp air, snowy slopes
a n d t a b l e s g r o a n i n g w i t h wild mushrooms, chestnuts and mountain cheeses
To the south, Aspromonte National Park rises above the Ionian coast with the S t r a i t o f M e s s i n a v i s i b l e across the water from the l i t t
Each park has its own character, climate and rhythm and they are unique and diverse worlds
”
At the region’s centre the Sila National Park unfolds as
a v a s t g r e e n p l a t e a u o f beech and pine forests, dott e d w i t h l a k e s a n d o p e n
p a s t u r e s . T h i s U N E S C O
B i o s p h e r e R e s e r v e o f f e r s gentler trails, cycling routes
Global
2 0 2 1 , t h e
Aspromonte has d r a m a t i c
The many hiking and cycling trails reveal the layer e d c u l t u r e s o f C a l a b r i a ’ s Greek and Albanian-speaking communities.
Travel between these parks on winding mountain roads with sweeping views is best b y c a r P o l l i n o , S i l a a n d
A s p r o m o n t e w i t h t h e i r warm welcome and a sense of discovery that can still feel rare in Italy, are unique and diverse worlds where nature, history and human endurance reveal Italy at its most authentic
UNESCO National Parks of Calabria
UNESCO Biosphere Reserve
UNESCO Global Geopark since 2021 Italy’s largest protected area and a UNESCO Global Geopark
ItaliAbsolutely INTERVIEW
by Isabella Cat toni
ALESSANDRA PRIANTE
Italy promotes its hidden gems to ease the strain on major cities
Under
s t a n -
d i n g a c o mp l e x
s y s t e m l i k e I t a l i a n t o u r i s m means identifying the core that drives the entire sector
I t a l i A b s o l u t e l y s p o k e w i t h Alessandra Priante, president of the national tourist board
E N I T , t o e x p l o r e h e r o w n
v i e w s o f t h e
v i s i o n s h a p i n g
I t a l y ’ s t o u r i s m future
From Enit’s priv i l e g e d o b s e rvatory how did the summer go?
Which markets is ENIT focusing on and why?
«The United States continues to be our first non-European m a r k e t a n d c o n t i n u e s t o grow But we are also looking v e r y c a r e f u l l y a t C a n a d a , Latin America, Asia and the Middle East These are mark e t s w i t h h i g h s p e n d i n g power, eager for experiential a n d q u a l i t y t r a
A
t h e same time, we are not neglecting our European neighbours, which remain crucial for s h o r t - h a u l a n d m e d i u m - h a u l flows.»
“ We are looking at markets with spending capacity such as Canada, Asia or Latin America”
« I t w e n t v e r y well. Italy continues to be one o f t h e m o s t desirable destinations in the world, and the summer data confirm this: we have recorded a consistent increase in foreign arrivals - in particular from non-European marketsa n d a n e x c e l l e n t h o l d o n domestic tourism The sea is a f u n d a m e n t a l a t t r a c t o r , b u t the increasing popularity of nature tourism, small towns, villages, and authentic exper i e n c e s c o n f i r m s t h a t t h e strategy to diversify Italy’s tourism offerings is succeeding »
Alessandra Priante
What are the new demands and how are travellers changing?
« T o d a y ’ s t r a v e l l e r wants to feel part of the destination. He is not j u s t l o o k i n g f o r a p i c t u r e postcard, but for authentic experiences There is a growing focus on wellbeing and sustainability: from slow tourism to outdoor and green facilities This changes the way Italy has to present itself, a n d w e ’ r e r e a d y t o s e i z e these opportunities »
How can we better manage tourist flows? Are there good examples we can learn from?
« M a n a g i n g f l o w s m e a n s distributing them better, not
Summer Observatory
TRENDS
Recorded a consistent increase in foreign arrivals - in particular from non-European markets -and an excellent hold on domestic tourism
MARKETS
United States Canada, Latin America, Asia Middle East. These are markets with high spending power, eager for experiential and quality travel
One to one
reducing them. Italy has
a r t c i t i e s , m o u n t a i n s , coasts, villages and inland areas. If we succeed in promoting and enhancing this network, we can relieve the pressure on large cities and at the same time generate value for lesserknown areas Pilot projects
i n T u s c a n y , P u g l i a a n d Trentino show
t h a t d i g i t a l
t e c h n o l o g i e s
a n d t a r g e t e d campaigns can
g u i d e t o u r i s t s towards alter-
n a t i v e r o u t e s
R e g i o n s l i k e
M a r c h e a n d
A b r u z z o h a v e also integrated
jects, sustainable resorts and boutique hotels The challenge is to maintain the balance between innovation and authenticity.»
What are the main events on which Italy must focus t o a t t r a c t i n t e r n a t i o n a l visitors?
«The calendar is very rich: from the great c u l t u r a l a n d artistic events
“ Artificial intelligence can help us better profile travellers and improve customer experience” Alessandra Priante
l e s s e r - k n o w n areas, giving real substance to strategies for decongesting major attractions »
Many Italian tourist facilities are ageing Are there also signs of renewal?
«Absolutely yes. Alongside historic properties in need of redevelopment, we are seeing the emergence of new luxury hotellerie pro-
t o i n t e r n a t i o -
n a l s p o r t i n g
e v e n t s . I ' m
t h i n k i n g o f
L’Aquila Italian
C a p i t a l o f Culture 2026, which will be a s y m b
f rebirth and an
But also to the legacy that t
leave, to music and film f e s
e d fairs such as Vinitaly or the Milan “Salone del Mobile”
I t a l y m u s t u s e t h e s e events as showcases for the country, showing not only its past, but also its future.»
TOURISM AND TECHNOLOGY
Pilot projects in Tuscany, Puglia and Trentino show that digital technologies and targeted campaigns can guide tourists towards alternative routes
Regions like Marche and Abruzzo have also integrated lesser-known areas, giving real substance to strategies for decongesting major attractions
Highly recommended
l L’Aquila Italian Capital of Culture 2026, which will be a symbol of rebirth and an extraordinary attractor.
l Music and film festivals
l Winter Olympics Milan-Cortina
l Vinitaly
l Salone del Mobile Milan
l Milan Fashion week
Italy’s inbound revival
Tour operators shift focus to home soil
FOCUS ON Inbound WTM
Italy continues to prove itself, always, and despite every challenge, as a powerful magnet for tour operators, with a growing number of operators, and extending into the activities of tour operators traditionally focused on outbound travel. The latest case in order of time is the Kel 12 group, a brand that also includes I Viaggi di Maurizio Levi and Il Tucano Viaggi Ricerca, that is now turning its gaze toward inbound tou-
rism with The Italian Journey brand.
The Italian Journey «is designed for culturally curious and attentive travellers who wish to discover Italy in an authentic and personal way. It can be for those arriving for the first time and looking for something outside the usual tourist circuits, or for those who return to explore lesser-known parts through tailor-made experiences,- says Enrica Cazzin, sales manager of The Italian Journey. - This is the truest and most genuine Italy, which is
“
Each trip is tailormade, intimate, unrepeatable and handcrafted for the individual traveller
Enrica Cazzin
”
FOCUS ON Inbound
revealed one step at a time with themed itineraries, authentic encounters and places that have stories to tell Each trip is tailor-made, intimate, unrepeatable and handcrafted for the individual traveller »
There are no standard packages, but personalized experiences designed around what inspires each traveller. Added to this there is a dedicated concierge service The Italian Journey itineraries range from the hills of the Langhe and Roero to Molise, from the landscapes of the Marche to the Tuscan Maremma, passing through the most secret Umbria, archaeological Campania, Sicily, cultural Sardinia, Matera and the lakes of the northern lakes of Como, Garda and Maggiore. And many of them are by train, reducing the environmental impact, enhancing slow mobility and
allowing places to be observed more authentically.»
Experiences, sustainabilit and the search for lesstravelled places also insp re Xenia Hotellerie Solution, which has just launched Explore, the incoming tour operator focusing on the province This means the lesserknown provincial Italy, of authentic traditions and experiences on a human scale «Our goal - says accomodation area manager Alessandro Cerritelli,is to craft authentic and sustainable experiences that allow travellers to discover the deep soul of Italy Like our Phi Hotels, Explore is focusing on the provinces which, in recent years, have become increasingly attractive offering high levels of food and wine, art and culture.
These two operators join others that have been
Comments
“
Our goal is to craft authentic and sustainable experiences that allow travellers to discover the
ep soul of y” essandro rritelli
“
The most popular destinations remain the icons of Italian tourism, but Naples and Palermo are also growing, thanks to redevelopment and new openings”
Vincenzo Emprin
Pompeii
FOCUS ON Inbound
working in inbound for some time Like Quality Group, which, under the ItalyScape brand, manages the inbound market together with other brands active in outbound tourism«The Quality Group brand has maintained its 2024 turnover and recorded growth in the high-spending segment, a reflection of a solid reputation and a growing focus on tailor-made experiences,- says CEO Vincenzo Emprin. - Some 50% of bookings are now from individual travellers, with a peak of last-minutes in September, and a rise in demand also for alternative seasons and emerging destinations Among the
growing markets are Singapore, Australia, Mexico and Brazil, while the MICE segment has seen the entry of new partners from Mexico and expansion towards Italian clients for tailor-made events
A move forward
Dario Panella CEO of YesWeGooo
The KKM Group, through the YesWeGooo platfor m, is making a move toward inbound tourism and reaching out to par tner ships such as the one with MSA - Mana ger Spor tivi Associati, a leader in spor ts-related marketing «With MSA,- says YesWeGooo’s CEO and founder, Dario Panella, - we are crafting unique experiences that of fer exclusive backsta ge access to clubs, guided by legends and stor yteller s.»
Positano
FOCUS ON Inbound WTM
The most popular destinations remain the icons of Italian tourism - the Amalfi Coast, Lake Como, Venice, Florence, Romebut Naples and Palermo are also growing, thanks to redevelopment and new openings »
ItalyScape strives to distinguish itself through its agility, service excellence, and creative flair «elements that make each trip an authentic, tailor-made experience, sup-
“ What’s new in 2025? An increasing interest in experiences outside the traditional circuits”
Vincenzo Emprin
ported by multilingual local guides, a 24-hour concierge, and a selected network of suppliers able to handle even the most complex requests. What’s new in 2025? An increasing interest in experiences outside the traditional circuits, thanks to our product department which looks country-wide for new experiences and suppliers and relies on quality control and flexibility »
Opening the doors of Italy’s hidden heritage Dimore Amiche
The “Dimore Amiche” project was present for the first time at TTG in Rimini just about a year after being set up.
by Federica De Luca
ON THE road
Promoted by the Piedmont and Aosta Valley section of A.D.S.I.
(Association of Italian Historic Houses) in collaboration with Fiavet Piedmont, it has the potential of an exclusive and versatile product, involving fifty private historic residences, of various eras and styles, that are usually not open to visitors
Twelve itineraries are currently available
Fifty stories of an Italy that, through the halls and gardens of villas and castles, tells anecdotes, curiosities, stories of families and descendants - often related to dynasties of other nations
There are twelve itineraries currently available, designed to complement a traditional stay but also as an extension
Tenuta Berroni in Racconigi
Castello di PioveraAlluvioni Piovera - AL
Castello di Miradolo
Secondo di Pinerolo - TO
of a convention, or an individual or group tour, to discover one's roots and a Piedmont off the usual beaten track
Private historical residences had over 34 million visitors in 2023
Already taken as a model by other regions, “Dimore Amiche” is the first project of its kind in Italy and networks private historical residences with a structured, experiential and sustainable
tourist offer It is for now a product in the making, to be enhanced, and it can complement cultural itineraries In 2023 private historical residences recorded over 34 million visitors, equal to more than half of the admissions to state museums and sites (57 7 million). Numbers that confirm the strategic role of these ancient properties in decongesting tourist flows and relaunching lesserknown destinations.
l Million visitors in private historical residences in 2023 equal to more than half of the admissions to state museums and sites (57.7 million)
Principato di Lucedio- Trino VC
Gradara. The Marche’s beating heart of Italian
In the hills above the Adriatic coast, the beautiful medieval town of Gradara is, as Mayor Filippo Gasperi proudly says, «a place where visitors can live history, not just look at it.»
Gradara is a living stage for art, craftsmanship, and emotion, says Gasperi. «We want people to take away not just its beauty, but also what happens here Like visits to a calligrapher’s studio to learn this ancient craft which is like stepping into history »
The town’s fame as a symbol of romanticism stems from Dante’s tragic heroine Francesca da Rimini, whose forbidden love story unfolded within Gradara’s castle walls. «Our identity is rooted in history and love, and the story of Paolo and Francesca is central, it’s our heart, not unlike Juliet for Verona.»
Gradara celebrates this romantic legacy year-
Romanticism
by Pamela McCourt Francescone
A
“ A place where visitors can live history, not just look at it”
Filippo Gasperi
round «From Valentine’s Day, with “Gradara d’Amare” to Christmas, there isn’t a single month without an event,» says the mayor who adds that, with the Marche Region, they are promoting Gradara as an Orange Flag town, denoting its quality of life
«We get a lot of summer arrivals from the coast and are focusing on a niche market of Chinese visitors who know the great art cities and now want authentic, emotional experiences They are independent and curious, and they spend well.
The goal is to extend this successful formula to other markets, from the US to Europe, showcasing the cultural and romantic soul of Gradara »
Accommodation in the town, adds the mayor, ranges from home stays to scattered lodgings, with luxury and familyrun hotels in Cattolica - just ten minutes away - and other resort towns along the Riviera
