I NEWS
I NEWS I “We are experiencing a new vision of tourism” ITB Berlin News spoke with ENIT CEO Ivana Jelinic in an exclusive interview about how Italy is adapting to travellers' new expectations Ivana Jelinic discussed the steps being taken by the tourism agency to strengthen the country's digital communication and highlighted Italy's commitment to sustainability in 2024. Did the 2023 tourist season in Italy meet expectations? Italy is one of the most popular international destinations, and a long-standing favourite with its neighbouring countries, such as Germany. Around the world, Italy's charm makes it the leading market for Americans and the Chinese. Tourism in Italy is experiencing renewed vitality which is felt in the industry and the supply chain. There is a desire to experiment, to create new offerings to meet increasingly demanding customers' expectations. We are experiencing a new vision of tourism that takes into account accessibility, digitalisation, innovation, sustainability, and a new need to ensure that Italy's artistic and cultural heritage are available all year long. What are some of the dominant trends in tourists' expectations? Tourists no longer experience their holidays passively by photographing places of beauty, but want to actively immerse themselves in the social fabric of the places they visit. Trends are very much demand-driven, and the demand is made up of people around the world who influence each other on trends. The orientation is also influenced by international events, as well as ENIT's ability to make an impact on international buyers. Italy’s tourism offering is just as varied as the country’s geographical connotations. It is broken down by target group, time of year and experiences, all of which differ depending on the areas visited and the unique aspects of the locations. What strategies is ENIT adopting to promote Italy internationally as a prime destination for outdoor and nature tourism? Why is this market so strategically important now? Firstly, we have continuously analysed the outdoor sector through specific studies carried out with partners, and through our continuous dialogue with professionals at sectorspecific trade fairs and international events. On a European level, ENIT is working on projects dedicated to the development of nature trails that shine a spotlight on Italy’s unique, awe-inspiring landscapes. Given that sustainability is a growing concern in the tourism sector, ENIT is a leader in European green transition projects. With an academy and various funded programmes, it is helping drive companies to reach new green targets. What does ENIT do to encourage international tourism throughout the year? We carry out ongoing promotional initiatives, from the out-of-home type on major international websites and international transit hubs to the major media, events and trade fairs in all 5 continents. Our synergy with the institutions and the world of private stakeholders makes it possible to coordinate our operations, also thanks to constant direction and a joint observation point formed via the federal council present in ENIT. What are the main markets Italy is targeting for inbound tourism in 2024? How do communication strategies differ depending on the market? The focus is on strengthening wellestablished and mature markets such as Germany and all neighbouring countries as well as on opening up to new frontiers. Meanwhile, the most promising markets are mainly emerging markets such as the Arab Emirates, South-East Asia and their user bases. Our horizon is absolutely geared towards making Italy a target destination for tourists from parts of the world that were interested in other markets until now. With China we have actively resumed our joint activities, especially through multiple digital and technological initiatives and tours for Chinese influencers. For several years now, ENIT has been implementing digital marketing activities, placing Italy in pole position in the Chinese online ecosystem 16 ITB BERLIN NEWS • TUESDAY 5 TH MARCH 2024 news.itb.com
I NEWS I Italy at ITB Berlin 2024 Hall 1.2 / Stands 107 – 107 A – 107 B – 107 C TUESDAY, 5 MARCH ENIT Hall 1.2 / Stand 107 12:00p.m. - 1:00p.m. PRESS CONFERENCE: #WELCOMETOMERAVIGLIA Speakers: Daniela Garnero Santanchè, Minister of Tourism Alessandra Priante, ENIT President Ivana Jelinic, ENIT CEO Armando Varricchio, Italian Ambassador in Berlin Stefano Bonaccini, President Emilia Romagna Region TBC Luca Zaia, President Veneto Region TB Moderation: Alexander Mazza 1:00p.m. - 2:00p.m. REFRESHMENT SPONSORED BY FEDERALBERGHI ISCHIA PROCIDA / CAMPI FLEGREI / COSTA VESUVIO / PENISOLA SORRENTINA 2:00p.m. - 2:30p.m. PRESS CONFERENCE EMILIA ROMAGNA: VISIT EMILIA-ROMAGNA: CYCLING PARADISE AND NEWS 2024 Speakers: Stefano Bonaccini, President of Emilia-Romagna Region Andrea Corsini, Councillor for Mobility and Transport, Infrastructure, Tourism, Trade 3:00p.m. - 3.30p.m. PRESS CONFERENCE MOLISE, AUTHENTIC EMOTIONS IN A TERRITORY TO DISCOVER Speakers: Salvatore Micone, Councillor for Culture, sport, tourism and traditions, territorial marketing and mountain development Angela Aufiero, Regional Councillor for Tourism and Culture 4:00p.m. - 5:00p.m. PRESS CONFERENCE BASILICATA: ANOTHER SUDITALIA -... NATURE, FLAVOURS AND PASSIONS! Followed by an aperitif reception Speaker: Marcella Di Feo, APT Basilicata International Marketing WEDNESDAY, 6 MARCH ENIT Hall 1.2 / Stand 107 10:30a.m. - 11:00a.m. PRESS CONFERENCE TUSCANY: FROM SLOW TOURISM TO CITY BREAK: A JOURNEY THROUGH NATURE AND CULTURE IN TUSCANY Speakers: Francesco Tapinassi, Director Toscana Promozione Leila Pruneti, Toscana Promozione Clara Svanera, Cultural Tourism Coordinator for Toscana Promozione Mariangela Dal Fovo, MFA Coordinator for Tuscany for the Turismo delle Radici (Roots Tourism) project Pasquale Iervolino, President Tuscan Roots for Turismo delle Radici 11:30a.m. - 12.00p.m. PRESS CONFERENCE LIGURIA: TOURISM AND LIGURIA: A LOOK TO THE FUTURE Speaker: Sandro Pappalardo, ENIT Councillor Augusto Sartori, Councillor for Labour and Active Employment Policies, Transport, Relations with Trade Unions, Tourism, Tourism Fairs and Major Events 12:00p.m.-1:00p.m. PRESENTATION ITA AIRWAYS: SUMMER 24, NEW DESTINATIONS, FLEET INNOVATION AND SUSTAINABILITY Followed by an aperitif reception Speakers: Pierfrancesco Carino, VP International Sales Carla Catuogno, Regional Manager Europe Rodney Cali, Country Manager Germany, Austria, Poland & Czech Republic 2:00p.m. - 2:30p.m. PRESS CONFERENCE FRIULI VENEZIA GIULIA: NOVA GORICA AND GORIZIA: OUR "LITTLE BERLIN". A FLIGHT OVER THE BORDERS TO THE EUROPEAN CAPITAL OF CULTURE 2025 Speakers: Rodolfo Ziberna, Mayor of Gorizia Samo Turel, Mayor of Nova Gorica Moderation: Barbara Gruden 2:30p.m. - 3:00p.m. ENIT PRESS CONFERENCE: LA MACCHINA DI SANTA ROSA: UNESCO HERITAGE Speakers: Sandro Pappalardo, ENIT Councillor Elena Palazzo, Councillor for Tourism Daniele Sabatini, Regional Councillor Mario L. Crea, President of the Regional Tourism Commission Paolo Giuntarelli, Director of Presidency Affairs, Tourism, Cinema, Audiovisual and Sport Massimo Mecarini, President of the Sodalizio dei Facchini della Macchina di Santa Rosa Raffaele Ascenzi, Designer of the Macchina di Santa Rosa 3:00p.m.- 3.30p.m. PRESS CONFERENCE SICILY: LIVE AN AUTHENTIC EMOTION Speaker: Hon. Elvira Amata, Councillor for Tourism, Sport and Entertainment of the Sicilian Region 3.30p.m. - 4:00p.m. PRESS CONFERENCE LAZIO: LAZIO PATHS TOWARDS THE JUBILEE Speakers: Elena Palazzo, Councillor for Tourism, Environment, Sport, Climate Change, Energy Transition, Sustainability Daniele Sabatini, Regional Councillor Mario Luciano Crea, President of the Regional Commission for Tourism Sandro Pappalardo, ENIT Councillor Paolo Giuntarelli, Director of Presidency Affairs, Tourism, Cinema, Audiovisual and Sport Roberto Battista, Director of Presidency Affairs, Tourism, Cinema, Audiovisual and Sport 4:00p.m.- 5:00p.m. PRESS CONFERENCE PIEMONTE: PIEMONTE, THE EXPERIENCE YOU DON'T EXPECT. IN 2024 ALSO EUROPEAN CITY OF WINE Followed by regional wine tasting Speakers: Video message from Vittoria Poggio, Piemonte Region Councillor for Tourism and Marco Protopapa, Piemonte Region Councillor for Agriculture Mario Arosio, President of the "European City of Wine 2024" Committee Federico Riboldi, Mayor of Casale Monferrato Sara Olivieri, Councillor for Commerce of the City of Ovada Paolo Lantero, Mayor of the City of Ovada THURSDAY, 7 MARCH ENIT Hall 1.2 / Stand 107 11:00a.m. - 11:30a.m. PRESS CONFERENCE FEDERTERME: ITALCARES, THE ITALIAN ANSWER TO MEDICAL TOURISM Speakers: Raffaella Iarrapino, Project Manager Italcares, Federterme Maria Elena Rossi, Global Marketing Director ENIT 12:00p.m. - 12:30p.m. PRESS CONFERENCE MUNICIPALITY OF VENICE: VENICE 2024 Speaker: Luca Stevanato, Digital Marketing Manager Vela SpA 12.30p.m. - 1:00p.m. PRESS CONFERENCE GERACE: YOU WILL LOVE GERACE! Followed by a tasting of typical products Speakers: Cosimo Caridi, Calabria Region Executive Salvatore Galluzzo, Mayor of Gerace Loredana Panetta, Head of Tourism and Culture Municipality of Gerace Roberto Quatraccione, Communication and Marketing Expert ITB BERLIN NEWS • TUESDAY 5 TH MARCH 2024 17
