Italy illuminates ITB Berlin 2023 with bustling business piazza
The Italian National Tourist Board (ENIT) made an impressive appearance, representing its 19 regions across a 1,400m2 stand.
Innovation, experiences and new products were just some of the highlights put forward by Italy at ITB Berlin 2023. The destination certainly communicated how it has transformed in the past few years with even more new and exciting experiences for both new and returning visitors.
Despite the vast size of its stand, Italy also made significant sustainability efforts with the choice of eco-friendly materials and panels used during the trade show. Global Marketing and Promotion Director Maria Elena Rossi said: “The inspiration undoubtedly comes from our sustainable approach and how we want to showcase Italy in this way as a destination.”
The country’s stand design centred around a piazza with Italian-style columns and plenty of space to meet and do business. “Everyone in the world recognises a piazza as a place to meet and talk and have a coffee for example,” Ms Rossi added. “There was also a dedicated area for our private partners and stakeholders.”
Putting the spotlight on diversity, Ms Rossi promoted the rich variety of tourism products and experiences Italy has to offer – from the country’s well-established destinations like Milan and Rome to its hidden gems like Castelmezzano, Locorotondo and Trento. She continued: “We wanted to highlight how Italy is diversifying the product and how we are doing this sustainably too, developing new neighbourhoods where visitors can get to know an area and participate in the culture. Another fantastic way to visit the country is alongside our events such as the Winter Olympics which Italy is hosting in 2026.”
