Italy uses tourism as a core instrument of public and cultural diplomacy, driving billions in revenue while fostering global goodwill. Through initiatives like the "Turismo delle Radici" (Roots Tourism) and global campaigns like "Open to Meraviglia", the government connects with the 80 million people of Italian descent worldwide.
Italian tourism and diplomacy are closely intertwined
through several key strategic initiatives and cultural tools:
Turismo delle Radici (Roots Tourism):
Promoted by the Ministry of Foreign Affairs (MAECI), this initiative encourages
Italians living abroad to reconnect with their heritage and visit small, remote
villages. The initiative involves hundreds of mayors and specifically targets
small and medium-sized enterprises to boost local economies.
Global Cultural Events:
Embassies, Consulates, and Italian Cultural Institutes worldwide act as the
front line for promoting Italian tourism. They host recurring thematic programs
like Italian Cuisine Week, Italian Design Day, and Contemporary
Art Day to entice foreigners with Italy's lifestyle.
Sports Diplomacy:
High-profile events such as the Giro d'Italia are utilized as
ambassadors for tourism. They showcase the country's landscapes, from major
cities to rural towns, to a global audience.
Public Diplomacy Campaigns:
Italy continuously updates its image with strategic branding. For example, the
Tourism Board launched the “Open to Meraviglia” campaign, employing
Botticelli's Venus as a modern digital influencer to appeal to younger
demographics and boost sector revenues.
L'Italia promuove il turismo
internazionale attraverso una strategia integrata gestita dal Ministero del Turismo e sviluppata dall'ENIT -
Agenzia Nazionale del Turismo. L'obiettivo è valorizzare l'intero
patrimonio territoriale, destagionalizzare i flussi e promuovere destinazioni
meno note, esaltando l'autenticità e il "Made in Italy".
Italy’s economic diplomacy and the
promotion of Made in Italy products and the Italian life-style are thus
obviously closely linked to boosting tourism to Italy.
https://www.esteri.it/en/temi/diplomazia_economica/promozione-integrata-del-sistema/
Sports tourism
The Milano Cortina 2026 Winter Olympics
were highly successful for sports tourism, generating a total estimated
economic impact of over €5.3 billion. The event attracted over 2.5 million
spectators with an average stay of 3 days, which resulted in €2.3 billion
driven directly by tourism spending and operational staff.
Specific successes of this sports tourism
strategy include:
Extended Tourism Revenue: Banca Ifis research reported an additional €1.2 billion in
extended tourism revenues over the 12–18 months following the Games.
Increased Connectivity: Long-haul air capacity into Milan surged, with flights from key
markets like the UAE growing by roughly 30%.
Accommodation Rates: Booking platforms recorded localized accommodation prices jumping
by up to 150% in host cities like Milan, Verona, and Cortina d'Ampezzo.
Long-Term Legacy: Approximately €3 billion was injected into infrastructure and
sustainable local development, helping accelerate transport, healthcare, and
digital connectivity across northern Italy
Religious ‘Tourism’
To call pilgrims to Rome ‘tourists’ may
seem lacking in respect but from an economic point of view, for Rome, as the
home of the Pope in the Vatican City and the centre of Catholicism, this is
clearly a key factor especially during a Jubilee year. The 2025 Jubilee
transformed Rome into a massive global attraction, drawing an estimated
record-breaking 30 to 33.5 million pilgrims and tourists. This influx caused a
massive economic boost, doubling annual tourism revenue to well over €15
billion, which significantly benefited both historical sites and newly developed
infrastructure.
The impact of the Jubilee on Rome's
tourism sector featured several key changes:
Record-Breaking Crowds: The Eternal City welcomed roughly 33.5 million visitors. This
surge was fueled by an expanded range of international markets, with
significant increases in travelers from Argentina, Mexico, Canada, and Poland.
Increased Length of Stay: The massive boost pushed average visitor stays to 4.1 nights (up
from the Italian national average of 3). Vatican-area points of interest saw a
massive 33% increase in engagement and reviews.
Urban and Luxury Upgrades: To accommodate the influx, the city underwent major restoration
works and infrastructure investments. Over ten new luxury hotels opened, and
historical areas like the Trevi Fountain and the Spanish Steps were revamped.
Accommodation and Pricing
Shifts: While overall hotel prices remained
relatively stable, demand for rentals heavily skewed the local housing market.
Budget accommodations became particularly attractive for solo travelers and
pilgrims
The wider European context:
https://www.visualcapitalist.com/mapped-europes-most-visited-countries/
https://www.euronews.com/travel/2026/05/19/which-are-europes-most-visited-countries-by-tourists
https://ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20260304-1
France leads the European rankings with over 102
million annual visitors. However, many tourists only pass through, resulting in
shorter average stays. When ranking by total overnight stays and tourism
intensity (nights per local resident), Mediterranean destinations like Spain
and Italy dominate.
Top European countries by arrivals and duration
highlight distinct travel patterns:
France: Retains the number
1 spot globally with over 100 million visitors, driven by Paris and transit
travel to the Alps or Mediterranean. However, it ranks third in total overnight
stays (approx. 472 million) because many international travelers use it as a
short-term hub.
Spain: Ranks second in
arrivals (~94 million) but first in overall European tourism nights with 513.6
million, and leads in tourism intensity (tourist nights relative to the
local population).
Italy: Secures third
place with about 65–66 million visitors and ranks second in total overnight
stays (476.9 million). Tourists tend to stay longer to explore multiple
regions.
Türkiye: Attracts over 60
million visitors, benefiting from strong cultural and coastal tourism.,
Germany and the United Kingdom:
Draw roughly 38–42 million visitors each, primarily for urban sightseeing,
business, and cultural travel
Italy is the world's premier cultural destination,
boasting a global record of 61 UNESCO World Heritage sites. While iconic hubs
like Rome’s Colosseum and Florence’s Uffizi Gallery dominate initial visits,
the modern experience blends heritage with gastronomy, local hospitality, and
off-the-beaten-path village explorations.
Core Highlights & Regions
The Art Cities:
Rome remains the undisputed hub of Italian cultural travel, housing historical
sites like the Colosseum and the Trevi Fountain. Other major art cities like
Florence, Venice, and Milan offer deep dives into Renaissance art and modern
fashion.
Southern and Central Heritage:
Pompeii is the most visited site nationwide. Puglia offers unique Baroque
architecture in Lecce and UNESCO-protected trulli in Alberobello.
The Villages (I Borghi):
Independent cultural travel has seen a massive surge, with travelers opting to
explore the historic, less-crowded villages of Tuscany, Umbria, and Aosta
Valley.
Cultural Travel Insights
The Motive:
"Arts & Culture" remains the primary driver of travel to Italy,
accounting for nearly 35% of all visits. In fact, research from the Banca d'Italia and
the Isnart-Unioncamere Observatory indicates that up to 70% of tourists
visiting Italy engage in cultural tourism or travel primarily to cities of art.
Furthermore, cultural motivation accounts for about 34.7% of all trips, making
history, art, and heritage the leading drivers for visiting the country.
Who is traveling:
Most visitors are couples (43%) and families (28%), though independent solo
travel has seen notable recent increases.
Experiences:
Beyond ancient ruins and museums, today's cultural tourists are highly focused
on food, local wine, and bespoke local tours
Why don’t more foreign tourists come to
Italy to go to sea and the beaches for their holidays (as they do in Spain)?
Tourists in Italy flock to major art cities like Rome,
Florence, and Venice because of their iconic cultural landmarks. Roughly 70% of
international tourists center on just 1% of the country's territory,
prioritizing fast-paced sightseeing over relaxing.
Additionally, Italy's iconic coastal hotspots are
expensive, highly crowded, and have limited infrastructure. Popular
destinations like the Amalfi Coast or Cinque Terre see millions of visitors
annually, making them logistical nightmares for quick day trips. Rather than
navigating packed buses, 7-day hotel minimum stays, and private beach club fees
(stabilimenti balneari), many travelers opt to spend their time in the
cities.
Can this be changed?
Il Ministero degli Esteri (Farnesina)
supporta la diversificazione e la destagionalizzazione del turismo italiano
promuovendo mete meno note per contrastare l'overtourism. Le strategie chiave
includono la spinta sul Turismo delle Radici,
l'elaborazione di studi mirati Attrazione Flussi Turistici
per mercati esteri e lo sviluppo di un turismo lento ed esperienziale
https://italysegreta.com/overtourism-in-italy-is-a-problem/
https://www.esteri.it/en/servizi-opportunita/italiani-all-estero/turismo-delle-radici/
https://www.ministeroturismo.gov.it/
https://www.ministeroturismo.gov.it/wp-content/uploads/2024/09/Volume_PST_Settembre_2024_web_B.pdf
https://istitutoeuropeodelturismo.it/viaggi-2026-le-tendenze-che-stanno-trasformando-il-turismo/
An example of promotional advertising for
a region, aimed at foreign tourists:
Friuli Venezia Giulia
(FVG) is rapidly becoming Italy's standout destination. For foreigners seeking
authentic experiences, it offers the Alps, the Adriatic, and UNESCO sites like
Aquileia, all within a 1.5-hour drive of Venice, but without the mass tourism.
Discovering this "best-kept secret" requires
hitting a few hyper-specific highlights:
Trieste: Start at the
stunning Piazza dell'Unità d'Italia and explore the majestic Castello di
Miramare.
The Collio Wine Region:
Famous for its world-class white wines, this area bordering Slovenia is perfect
for relaxed agriturismo stays and vineyard tours.
Mountain Escapes:
The Laghi di Fusine near Tarvisio offer pristine glacial lakes and dramatic
alpine backdrops.
Historical Gems:
Check out the Star City of Palmanova and Cividale del Friuli's Devil's Bridge
(Ponte del Diavolo
https://www.enit.it/storage/202509/20250926175436_friuli%20venezia%20giulia_cs_wttc_2025_eng.pdf
https://www.youtube.com/watch?v=WiMTKF_LFSg
video
and for a specific town:
Sacile è
un'affascinante cittadina in provincia di Pordenone. Dubbed the "Garden of
the Serenissima" or "Little Venice," is an emerging gem in
Friuli-Venezia Giulia. Built on two islands on the Livenza River, it boasts
Venetian-style architecture, lush parks, and the 16th-century Palazzo Ragazzoni.
Located just 15 km from Pordenone, it offers an authentic, crowd-free
alternative to Venice.
Key Highlights for Travelers
Palazzo Ragazzoni:
A magnificent 16th-century building in the heart of the historic center
featuring frescoes by a pupil of Paolo Veronese.
Piazza del Popolo:
The bustling main square, surrounded by 15th-century loggias and historic
buildings, making it perfect for an aperitif.
Fiume Livenza:
The lifeblood of the city, ideal for romantic walks along weeping willows,
arched bridges, and waterways.
Il Duomo di Sacile:
A striking cathedral located on the river's edge, housing beautiful artworks.
Fazioli Concert Hall:
Located a short walk from the center, famous worldwide for its handcrafted
grand pianos.
https://www.italia.it/en/friuli-venezia-giulia/pordenone/sacile
https://www.turismofvg.it/information-about/tourist-offices/sacile-tourist-office
Il sindaco di Sacile, Carlo Spagnol, punta fortemente
sul rilancio turistico della "Giardino della Serenissima", puntando
sulla cultura e sulla valorizzazione del patrimonio storico.
Una mossa chiave in questa direzione è l'inaugurazione
del nuovo Infopoint nel cuore di Palazzo Ragazzoni, un progetto strategico che
ha visto l'Ufficio accoglienza turistica comunale integrarsi ufficialmente
nella rete regionale gestita da PromoTurismoFVG.
Per maggiori informazioni o per scoprire gli eventi in
programma a Sacile, puoi consultare i canali ufficiali del primo cittadino sul sito di Carlo Spagnol o
la pagina dedicata al turismo sul portale della Regione Friuli Venezia Giulia.
https://www.youtube.com/watch?v=k0cbVgjlIBU a beautiful video!
https://www.visitsacile.it/arte-storia-fede/architetture/palazzo-ragazzoni/
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