Italy – Tourism on Rise… With New Focus on “Borghi”

Tourism in Italy has been constantly on the rise over the past years. But what are the key points of evolution in source markets? We put the question to the new director of Italy’s National Tourism Organisation (ENIT), Gianni Bastianelli.

Germany is the most important market with regards to the number of arrivals which achieved 11 million tourists in 2015, i.e. 20% of the incoming from foreign markets. In 2015 International tourist arrivals grew by 6.6% and overnights by 3.1%. The forecast for the upcoming season is very positive and the most important German tour operators are already registering double digit increases in bookings. Our clusters focus on luxury travel, green tourism, religious itineraries, food & culinary itineraries, art & culture, sport and events, MICE, wellness and last but not least the so called Borghi (villages). 2017 has been declared by UNWTO International Year of Sustainable Tourism for Development and in Italy our Minister of Culture and Tourism, Dario Franceschini, has announced the Year of the Borghi in Italy.

What will Italy be promoting at this year’s ITB Berlin?

We started a promotion plan that includes several clusters aiming at the different targets and touristic products in line with the three year strategy plan. The clusters are the reference for our current marketing co-operations with touristic partners and of our advertisement campaign. Furthermore, we focus on digital marketing with our different social media tools and activities like #IlikeItaly and #EntdeckeItalien for the German speaking countries. At ITB we promote, besides the Borghi and the UNESCO sites, also cultural and culinary events in collaboration with the Italian Regions such as the music festival Monteverdi (450 anniversary), the vintage car race Mille Miglia and, above all, Pistoia, the Italian Capital of Culture 2017