Europe is Italy’s largest tourism source market. In 2022, Italy recorded 37 million European visitors of a total of 55.09 million international visitors—a market share of 67,3%. In 2023, Italy’s international visitor arrivals reached 62.8 million although details on the European share have not been yet communicated.
Italy is more popular than ever among Europeans as proved by the strong presence of Italy with its regions, hotels and T.O. at ITB Berlin 2024. From art and culture, stunning natural beauty and of course a wide range of gastronomical choices, each of Italy’s regions has its own tourism offer.
Hall 1.2 / Stands 107 – 107 A – 107 B – 107 C
Lazio: A journey into the heart of Italy
Lazio is an unmissable region for lovers of art and culture—and this goes beyond the obvious destination of Rome. UNESCO sites, churches, villas, castles, abbeys, and seaside villages are in harmony with the natural beauty of its landscapes.
The region of Lazio is undertaking to manage all of its tourist attractions in a sustainable manner, respecting both the environment and local communities. Centuries-old traditions such as folkloric events, floral shows and historical reenactments reveal a deep-rooted popular culture. Examples include the religious procession “Macchina di Santa Rosa” in Viterbo, classified as UNESCO Intangible Cultural Heritage since 2013. Lazio is also preparing for the 2025 Jubilee which will celebrate a network of centuries-old roads for pilgrims that all lead to Saint Peter’s in Rome.
Liguria: A kaleidoscope of colours over the blue sea
Liguria contains all of the elements for a holiday full of culture and beauty. The sea and mountains are very close, and art and culture are present in every corner of Genoa and the Rivieras. The region is home to 3 UNESCO World Heritage sites (Cinque Terre, Rolli Palaces and Beigua Geopark); timeless villages including Sanremo the “city of flowers and music”, Portofino one of the “world’s most glamorous villages” and Porto Venere; and the Gulf of Poets. Liguria also offers exceptional gastronomy with protected designation of origin wines, extra virgin olive oil and of course PDO basil used for pesto and PGI Focaccia with Recco cheese.
Visitors can enjoy Liguria’s exceptional beaches with peace of mind as the Blue Flag, a symbol of clean sea and excellent services, flys over 66 beaches and 16 landings in 39 municipalities.
Lombardy: Stylish beauty in northern Italy
Lombardy is the Italian region with the highest number of UNESCO World Heritage Sites. It is sprinkled with art cities, picturesque villages and incredible landscapes of unspoiled beauty. Lake Como, Lake Garda, Lake Iseo and Lake Maggiore offer breathtaking scenery, enhanced by the presence of mountains, which will be home to the Milan Cortina 2026 Winter Olympics and Paralympics.
The brand “Lombardia Style” identifies and celebrates the best of production, inspiration and creativity made in Lombardy from fashion to design, craftsmanship to quality dining. Barbara Mazzali, the Lombardy Region Councillor for Tourism, Territorial Marketing and Fashion, describes the aim of this campaign: “We want to bring together Lombardy’s many and varied excellences. It’s time to create a network that brings together the protagonists of this unique story, so that it can also be told abroad.”
Puglia: Authentic experiences among olive groves and whitewashed masserie
There is more to Puglia than its famous sea and countryside. In addition to pristine beaches, Puglia is home to UNESCO heritage-classified Trulli, a number of castles and cathedrals and masserie—the region’s unique and authentic farm estates—one of which has been chosen to host the forthcoming G7 Summit.
Amid olive trees, with their unique architecture and offering typical Apulian cuisine, the typically whitewashed masserie in Puglia provide an innovative and sustainable way of travelling. Nowadays, they are generally exclusive resorts, spas or rustic agrotourism accommodations. Puglia is a prime destination for those seeking to experience a traditional Mediterranean slow-paced life, relax in secluded courtyards and indulge in authentic local food.
Sicily: A top performer of Italian tourism
Sicily welcomed 15 million arrivals in 2023, and the region is aiming to diversify its offer by targeting new tourism trends. For example, 2024 is dedicated to roots tourism and communities of Sicilians abroad who wish to rediscover their places of origin.
Sicily has launched sustainable and slow tourism products targeting ecologically-minded travellers and is targeting film tourism with landscapes that look like true open-air sets, as well as sports and outdoor tourism. Cultural heritage is high on Sicily’s agenda with 7 UNESCO Sites, theatres, art foundations, monuments such as the recently reopened Arab-Norman Taormina castle, exhibitions, circuits, and 24 of Italy’s “Most Beautiful Villages”.
San Marino: Where history meets outdoor adventures
Designated a UNESCO World Heritage site since 2008, San Marino is the fifth smallest country in the world, and is located inside Italy. San Marino offers authentic experiences enriched by 1,700 years of independence. The historic city centre is located on top of Mount Titano, surrounded by medieval walls and criss-crossed by narrow streets lined with monuments.
San Marino is also a great destination for nature lovers. Hiking, cycling, climbing and archery are among the wide range of adventure activities available. The 43-km long “Walk of the Titano” is full of beautiful landscapes and views, while the 80-km “Walk of Saint Marinus” is the first itinerary dedicated to the Saint Founder of the city and is ideal for meditation.
