ENIT at ILTM 2024

ITALIA: The Luxury of Beauty

ENIT S.p.A. and the Ministry of Tourism bring Italian luxury to Cannes with a grand debut at the ILTM luxury travel fair

Italy takes center stage at Cannes as ENIT S.p.A. and the Ministry of Tourism unveil their presence at ILTM, the leading luxury travel exhibition, set against the glamorous backdrop of the Croisette and hosted at the Palais des Congrès. At the stand, ENIT S.p.A. will be joined by 7 regions, 3 cities (Rome, Genoa, and Milan), and 42 operators.

Luxury is authentic

For ENIT, luxury is not only a strategic asset in tourism promotion but also increasingly aligns with the values of sustainability and authenticity.

Today’s luxury travelers are looking for more than mere opulence; they seek a taste of genuine Italy, reviving lost arts and reconnecting with nature. Exclusive experiences like grape harvesting and artisan workshops have become the pinnacle of luxury, allowing discerning travelers to indulge in Italy’s timeless allure. For those drawn to urban luxury, Italy’s metropolitan resorts provide star-studded stays, culinary excellence, and bespoke services. The result? A remarkable 28% rise in international high-end arrivals.

International Tourism: A Bright Future for Italy

The first seven months of 2024 saw a record-breaking 790 million international arrivals worldwide, an impressive 11% increase over the previous year, spurred by Asia-Pacific’s tourism recovery and expanded visa policies. Italy is seeing substantial growth: between January and December 2023, Italy hosted over 447 million overnight stays (+8.5% over 2022), with international arrivals up by 23.2%, underscoring Italy’s unmatched appeal. Projections remain optimistic as well, with global tourism anticipated to contribute an astounding $16 trillion to the global economy by 2034.

The Renaissance of Italian Luxury and Destination Appeal

Luxury hotels in Italy are enjoying a golden age, with over 50 million arrivals and 137.5 million overnight stays in 2023 alone. The luxury segment boasts a 16% rise in arrivals and a 12.3% increase in overnight stays, driven largely by international demand, which accounts for 54.1% of all luxury bookings. China (+380%), Australia (+134%), and South Korea (+225%) are leading the growth among emerging markets, alongside established markets like Germany, the United States, and the UK.

Art, Fashion, and Wellness: Living the Italian Luxury Lifestyle

Italy isn’t just about luxury hotels—it’s a way of life. High-end travelers can indulge in an array of refined experiences, from elegant cafes and artisan shops to fine-dining restaurants and design studios in art-filled city centers. Tourism spending in 2023 reached around €51.7 billion (+16.7% over 2019), driven by luxury tourism’s unique ability to place Italy in the top ranks globally for both international arrivals and tourism revenue.

With these promising numbers, Italy reaffirms its place as a premier luxury destination, captivating global markets with its exclusive destinations and outstanding products. Luxury tourism in Italy continues to evolve, blending tradition, innovation, and the irreplaceable beauty that defines the Italian experience.