Italy looks to build on successful 2017

Tourism to Italy has performed strongly this year, thanks to its range of attractions and a shift away from less stable destinations, according to research for World Travel Market London – the leading global event for the travel industry – released today (Tuesday 7 November) at WTM London.

According to the Top 100 City Destination Ranking WTM London Edition, by Euromonitor International, the performance of the travel industry in Europe has been hampered by several events, including the Eurozone turmoil, Brexit, the migrant crisis and terrorist attacks.

However, while some countries have been badly hit, others have benefited as many tourists have switched destinations.

The report states: “A familiar picture is forming, where the substitution effect means that cities in relatively quiet and stable countries are profiting from unrest in other countries.

“Spain, Greece and Italy are performing strongly, as they offer a similar climate to affected countries such as Turkey, Egypt and Tunisia.”

Italian cities are also well represented in the top 100 rankings, with Rome (12), Milan (27), Venice (38) and Florence (44).

The report’s findings echo figures reported recently, indicating that visitor numbers to Italian hotels this summer rose by about 2% year-on-year. The country’s tourist trade has also seen a boost thanks to Airbnb bookings.

The Italian National Tourist Board (ENIT) will be the Premier Partner at WTM London 2017 to offer support to its tourism industry, and to highlight Italy’s diverse range of holidays.

The country aims to “widen the Italian tourist offer” beyond the traditional honeypot destinations, and highlight experiences across the whole country.

ENIT will also promote its themed years, with Italian villages being the focus for 2017, and food and wine in 2018. Both themes celebrate the Italian way of life, which can be experienced by tourists across the whole country – from its mountains to the coast, lakes and cities.

WTM London, Senior Director, Simon Press said: “There will be a great contingent from Italy at this year’s WTM London, as the tourist board has two main stands (EU2000, EU2070) and will share its exhibition space with about 230 Italian travel trade partners, including regional tourism bodies, hotels, travel agencies, resorts and operators.

“Italy recognises the value of tourism to its economy and by becoming the WTM London Premier Partner, it will be able to highlight attractions throughout the country, spreading the benefits far and wide.”

eTN is a media partner for WTM.