March 2, 2023

Italy’s “recognised magnificence” on full display at ITB Berlin 2023

The Italian National Tourism Board (ENIT) is developing new and sustainable ways of experiencing travel

ENIT’s new CEO Ivana Jelinic discusses what makes Italy’s multifaceted tourism offering so appealing in an exclusive interview with ITB Berlin News.

How did the Italian travel and tourism industry perform in 2022-23? Even in a time of hardship our tourism industry has demonstrated great versatility. A new way of experiencing personalised, sustainable, accessible travel has certainly brought benefits in terms of improving our offers and our hospitality. Tourism is an industry that accounts for 9.5% of European GDP and generates 22.6 million jobs. Arrivals in the first seven months of the year reached 57% of pre-pandemic levels. Compared to the same period in 2021, international tourist arrivals almost tripled between January and July 2022. The data indicate a strong desire to travel again to many destinations.

The objective is to consolidate the markets where the Peninsula’s presence is strongest

What is ENIT presenting at ITB Berlin this year?

Active holidays are an important focus. Italy, with its multifaceted landscape and travel experiences of panoramas, medieval villages, archaeological sites, walks, forests, mountains, coasts and beaches, and folklore has all the ingredients in terms of typicality and heritage making it possible for total immersion experiences in nature, culture and with food and wine.

What makes Italy such a special country to visit and explore?

With its 58 UNESCO sites, Italy is the country with the most recognised magnificence in the world. A place capable first and foremost of generating emotions. Culture, history, biodiversity of flavours and panoramas that weave a tale to be shared.  

What are your target markets and how do you see the evolution of inbound travel in Italy in the coming years?

With its 25 worldwide offices, ENIT covers all global markets on every continent. The objective is to consolidate the markets where the Peninsula’s presence is strongest, including Germany and the United States. Great attention is also being paid to emerging markets such as India. 

How important is it for the travel and tourism industry to meet face-to-face at ITB Berlin?

Meeting in a shared and stimulating space can only do good and be an incentive for the industry and its evolution. Bringing back the dimension of live networking also strengthens international relations to generate an increasingly strong and performing offer and amplify the image of the Italy brand in the world.

Hall 1.2, stands 107abc

ENIT presents thrilling calendar of events for 2023 and beyond

Visitors thinking of taking a trip to the peninsula in 2023/24 have plenty to look forward to, with a long list of internationally celebrated events in the pipeline.

Dates to remember include:

Giro d’Italia, from 6th to 28th May, 2023

The Giro d’Italia, also known as the Giro or Corsa Rosa, is a professional road cycling race which takes place annually, along the Italian roads.

European Volleyball Championships, from 28th August-16th September, 2023

Italy is hosting the Men’s European Volleyball Championship (EuroVolley), the official competition for European men’s national volleyball teams, organised by the European Volleyball Confederation (CEV).

World Fencing Championships, from 29th to 30th July, 2023

The city of Milan will host the World Senior Fencing Championships, which will take place in an intense sporting atmosphere, with first class hospitality and organisational expertise. This 2023 edition is a particularly important for the global fencing community as it is crucial to qualify for the 2024 Paris Olympics.

Centenary of the Arena di Verona Opera Festival, from 16th June to 9th September, 2023

The Arena Opera Festival, also known as the Arena di Verona Opera Festival, is an operatic music event held during the summer months in the Verona Arena since 1936. Concerts of non-melodramatic works are also held in the Arena, such as Verdi’s Messa di Requiem and Te Deum, Gioachino Rossini’s Stabat Mater and numerous ballets, including Coppélia by Léo Delibes, Swan Lake and Sleeping Beauty by Pëtr Ilyich Tchaikovsky. It was in this Arena that Maria Callas made her Italian debut, that Amilcare Ponchielli’s Mona Lisa was conducted by Tullio Serafin with Elena Nicolai, Nicola Rossi-Lemeni, Richard Tucker and Carlo Tagliabue on August 2, 1947.

Italy's "recognised magnificence" on full display at ITB Berlin 2023

The Ryder Cup 2023

The 2023 Ryder Cup, the most prestigious international golf competition, will be played for the first time in Italy from 25 September to 1 October 2023, at the Marco Simone Golf & Country Club, just outside Rome.

The Ocean Race 23

The Leg 2 of The Ocean Race, which started on the afternoon of the 25th January from Cape Verde, will have The Grand Finale in Genoa (Italy) on July 1st. The round the world sail will measure micro-plastics pollution, collect information on the impact climate change is having on the oceans and collect data to improve global weather forecasting.

Italy's "recognised magnificence" on full display at ITB Berlin 2023

The Architecture Biennale 2023 in Venezia

The Architecture Biennale will take place from Saturday 20 May to Sunday 26 November 2023 (pre-opening 18 and 19 May), curated by the architect, architecture professor and writer Lesley Lokko.

The best master of Italy. Perugino in his time 

On the occasion of the five hundredth anniversary of his death, the Galleria Nazionale dell’Umbria in Perugia celebrates Pietro Vannucci, known as il Perugino (Città della Pieve, around 1450 – Fontignano, 1523), from 4 March to 11 June 2023, with a major exhibition. Entitled The best master of Italy. Perugino in his time, the exhibition is curated by the director of the National Gallery of Umbria Marco Pierini and by Veruska Picchiarelli.

2024 will be the year of Roots Tourism 

“Roots Tourism” is a tourist offer structured through appropriate communication strategies, which combines the offer of third sector goods and services, like accommodations, food and wine, guided tours etc., with knowledge of the family history and culture of origin of Italians residing abroad and Italian-descendants.

Milano Cortina 2026: Winter Olympics and Paralympics, from 6th to 22th February

70 years after Cortina 1956 and 20 years after Turin 2006, the Winter Olympics and Paralympics are back in Italy. On 6 February 2026 the curtain rises on the Olympics, the appointment with the Paralympics is 6 March 2026. But the road to the Games has already begun, Milano Cortina is today. A new chapter in a long history of sport and passion.

Italy's "recognised magnificence" on full display at ITB Berlin 2023