Italy has been re-elected as a member of the Executive Council (2023-2027)

Entrepreneurship & digital transformation

(Match: The Ministry for Tourism of Italy has drawn as its strategic pillars for 2023-2027 the following: governance, innovation, quality and inclusion, sustainability, and vocational trainings and formation for tourism professionals)

• Milan signed a letter of intent in July 2020 to host a Tourism & Startup competition
• Organization of Masterclasses focused on digital skills, such as Amadeus (Better data analysis for better decision-making).

Tourism for Rural Development

(borghi e turismo lento) (Match: Italy’s strategy in Smaller destinations (BORGHI), Sustainable planning, “slow” tourism)

• Diaspora tourism: in February 2023, the Ministry for Tourism of Italy launched the initiative funded by the National Recovery & Resilience Plan (NRRP) on “Turismo delle Radici” (Tourism of the Origins).  
• UNWTO Rural Tourism Development Programme - Best Tourism Villages of the World: International Label; Tourism Villages Upgrade Programme; Best Tourism Villages Network
  • Italy has submitted a maximum number of 3 applications for the pilot project in 2021
  • San Ginesio was chosen as one of the Best Tourism Villages 2021
  • Italy has submitted 3 applications for 2022
    • Sauris Zahre and Isola Del Giglio were chosen as the Best Tourism Villages
    • Otricoli was chosen for the Upgrade programme
• UNWTO together with the FAO Mountain Partnership Secretariat is launching a publication on Sustainable Mountain Tourism on the occasion of International Mountain Day 2021, which includes several case studies from Italy.
• Accessibility Tourism: in December 2021, the Ministry for Tourism of Italy established a fund to promote the development of tourism offer for persons with disabilities, for social inclusion and diversification of tourism offer. A total of EUR 6 million have been allocated for the years 2022, 2023, 2024

Enhancement of key tourism segments and development of new experiences

(Match: The development of new destinations and new, innovative, products is identified as a priority to enhance the competitiveness of the country.)

• Italy hosted the 6th UNWTO Global Conference for Wine Tourism
  • Italy is participating in the UNWTO’s “Wine Routes of the World” programme
• Organization of an ICCA Masterclass, to enhance the development of the Meetings industry.
• Cruise tourism: Introduce the project on cruise tourism currently being developed by RDEU/Greece: publication on sustainable cruise tourism / focus on Mediterranean region and collaboration with regional MS.
• Italy has expressed interest for the organisation of the UNWTO Gastronomy Tourism Forum in Rimini (next slot available in 2024)
• Italy will host the Jubilee Year 2025 which will take place in Rome, as well as the 2026 Winter Olympics in Milano-Cortina and currently Italy has made a bid to host Expo2030 in Rome.

Sustainable tourism development

(Match:The sustainable development of tourism is identified as a priority for the country. Sustainability is inherent to the development of the 2017-2022 Tourism Strategy)

• Segments of interest: Support Italy in the enhancement of its tourism segments of interest through capacity building activities or support in the development of research activities
• Tourism Restart in the Post-Covid 19 - initiatives:
  • Support in destination restart and focus
  • Data Lab – how to make the best use of data
  • Road to 2030 – SDGs in the policy of tourism

Education and training:

(Match:The enhancement of skills of the tourism workforce, along with the creation of jobs in tourism, is identified as a key priority. Italy is specifically interested in the development of innovative trainings methods in vocational schools and higher education.)

• JOBS FACTORY: UNWTO can support Italy in the development of tourism educational programmes, along with the delivery of tailored-made trainings and introduce Italy into the Jobs Factory – skills update program for Europe.
• UNWTO.Academy: Organization of dedicated trainings on efficient promotion and marketing of destinations for destinations officials / Assist destinations on the development of marketing & promotion strategy of destinations.
• UNWTO can support Italy in setting the bases of the first university dedicated to hospitality in the country.
• Italy wants to develop a national curriculum and favor more high school teaching on tourism.
   

The Ministry for Tourism of Italy has drawn as its strategic pillars for 2023-2027 the following

• Governance
• Innovation
• Quality and Inclusion
• Sustainability
• Vocational trainings and formation for tourism professionals

A further eight clusters have been identified as priorities of intervention: business or organized tourism, MICE Tourism, Accessibility, Wellness tourism, cultural tourism, development of hospitality infrastructure, leisure tourism, and luxury tourism

In a new commitment to tourism mobility, the Ministry has agreed on a Special Plan for Tourist Mobility with the Ministry of Infrastructure and Transport, with EUR 372 million available over the period 2016-2024, including EUR 90 million for investment in a ‘soft mobility’ network (e.g. cycle tracks, tourist rail services) and EUR 60 million for touring routes (Cammini), such as the Via Francigena and the Via Appia.