ENIT at ITB 2025
Discover ENIT's program of activities and initiatives at ITB 2025
ENIT at ITB 2025
From 4 to 6 March 2025
Discover ENIT's program of activities and initiatives at ITB 2025
ITB Berlin 2025: a unique opportunity for Italian tourism
ENIT and the Ministry of Tourism are returning to Berlin for the 2025 edition of ITB, one of the world's most important travel trade shows. The Italy stand, with an area of 1.391 square metres, is hosting a large representation of Italian regions: Basilicata, Calabria, Campania, Emilia-Romagna, Friuli Venezia Giulia, Lazio, Liguria, Lombardy, Marche, Piedmont, Apulia, Sicily, Tuscany and Valle d'Aosta - and institutional and territorial partners: the Municipalities of Naples, Genoa and Turin, the Republic of San Marino, the Navigazione Laghi Governmental Administration, the Royal Residences of Savoy Piedmont, and the Como-Lecco Chamber of Commerce. We are also being joined by 200 Italian tour operators who will have dedicated stations for B2B meetings with international buyers.
Once again this year, ITB Berlin is confirmed as a unique opportunity to promote Italian tourism to the world and to create new business opportunities for operators in the industry.
Tourism and sustainability in Italy: discover the data and trends
Italy is confirmed as one of the most popular tourist destinations, thanks to an offer that combines tradition, culture and sustainable experiences. Our country attracts travellers from all over the world, with a growing interest in food and wine, open-air tourism and regenerative experiences that enhance the territory. The most recent data show an increasingly environmentally and identity-conscious tourism, with Germany among the main markets.
Download the document to learn more about the latest statistics, traveller preferences and the new trends that are transforming Italian tourism. Find out how Italy is evolving towards a more sustainable and conscious reception model.
Press Releases
Basilicata at ITB in Berlin: sustainable trips and adrenaline-filled experiences
Gerace Sogno Normanno and the Pearls of the Ionian Sea
Emilia-Romagna: increasingly sustainable, accessible and easy to reach
Nova Gorica - Gorizia European Capital of Culture 2025
Lake Como at ITB Berlin with a dedicated stand
Regione Lazio and ENIT at the ITB Berlin
From flowers to sports: Liguria “blooms” at ITB with 2025’s top attractions
Lombardy takes center stage at ITB Berlin 2025
Il Piemonte: una destinazione, infinite possibilità
San Marino: a world like no other
MOSAICANDO “Arab-Norman Palermo and the Cathedrals of Cefalù and Monreale”
Family segment at the center of Tuscany's presence at ITB Berlin
Aosta Valley: An eco-friendly destination
HighWellness – South Italy: the revival of mountain tourism in Southern Italy at ITB Berlin
ENIT - ITB 2025 Programme (March 4-6)
Stand ENIT/Italia Hall 1.2
Tuesday, March 4
9:30am - Briefing for co-exhibitors for the DACH market
Speaker: Maria Elena Rossi, Director of Promotion.
11:15am - Italy press conference
Speakers: Daniela Garnero Santanchè, Minister for Tourism; Fabrizio Bucci, Italian Ambassador in Berlin; Alessandra Priante, President, ENIT S.p.A.; Ivana Jelinic, CEO ENIT S.p.A.
Moderator: Alexander Mazza
2:00pm Piedmont press conference: “Piedmont 2025: a year of great events”
Speaker: Marina Chiarelli, Regional Councillor for Tourism, Culture, Sport and Post-Olympics, Equal Opportunities, and Youth Policies.
3:00pm - Calabria press conference: "Gerace, the Norman Dream and the Pearls of the Ionian Sea" (followed by aperitif)
Speakers: Giovanni Calabrese, Councillor for Tourism of the Calabria Region; Cosimo Caridi, Head of the Tourism Department of the Calabria Region; Marisa Larosa, Councillor for Tourism and Culture of the Municipality of Gerace; Giuseppe Varacalli, Councillor of the Municipality of Gerace; Loredana Panetta and Domenico Romeo, Executives of the Municipality of Gerace; Roberto Quatraccioni, Expert in Territorial Enhancement; Viorika Schmidinger, Product Coordinator DACH.
4:00pm - Sicily press conference: "Sicily all year long" (followed by tasting)
Speakers: Hon. Elvira Amata, Councillor for Tourism, Sport and Entertainment of the Sicilian Region; Alessandro Anello, Councillor for Tourism, Sport and Sports Facilities of the Municipality of Palermo; Caterina Guercio, Director of the Sports, Tourism and Sports Facilities Management Office, City of Palermo; Christian Del Bono, President Islands of Sicily DMO; Marco Platania, Director of the destination Tourist Destination, Enjoy Barocco.
Wednesday, March 5
11:00am Tuscany press conference: "Family Friendly Tuscany
Speakers: Francesco Tapinassi, Director of Toscana Promozione Turistica; Clara Svanera, International Relations Coordinator for Toscana Promozione Turistica.
11:30am - Emilia Romagna press conference: "Emilia Romagna Rainbow”
Speakers: Roberta Frisoni, Councillor for Tourism, Commerce and Sport, Emilia Romagna Region; Alessio Virgili, CEO Sonders&Beach srl and President ELTA (European LGBTQ+ Travel Alliance); Giovanna Ceccherini, Sales & Brand Manager Sonders and Beach Italia.
12:30pm - Piedmont 2025 press conference: "Journey to the Heart of Piedmont: History, Villages and Traditions - What's New for Tourism?”
1:00pm - Campania Region Event: "An exploration of food culture"
Street Food Tasting with the Verace Pizza Napoletana Association, curated by Emmanuele Cirillo. Video greeting: Felice Casucci, Councillor for Tourism of the Campania Region. Speaker: Luca D'Ambra, President Federalberghi Ischia and Procida.
3:00pm Lazio press conference: “Lazio, land of tourism: from destinations to experiences”
Speakers: Luigi Sciarra, President Skal Roma; Jo Jungwirth, President Skal Deutschland; Luca Albano, Director and Sales of Customer Alliance Berlin; Vinicio Borsi, Vice-President Skal Roma; Lecizio Parlagreco, DMO Dai Monti Lepini al Mare; Andrea Masci, DMO Dai Monti Lepini al Mare; Luciano Crea, President V Permanent Council Commission of the Lazio Regional Council for Culture, Entertainment, Sport and Tourism.
Moderator: Paolo Giuntarelli - Director of Presidency Affairs, Tourism, Cinema, Audiovisuals and Sport
4:00pm - Milan City Council press conference: "Discover Milan: Sustainability and Culture” (followed by aperitif)
Speakers: Mariangela Pantaleoni, Tourism Manager YESMILANO; Luciano Bersano, Head of Marketing and Visitor Experience Office, City of Milan.
Thursday, March 6
10:30am - Calabria press conference: "HighWellness - Southern Italy: an integrated system for the relaunch of mountain tourism" (followed by tasting)
Speaker: Luigi Barberio, CEO of Destinazioni Innovative, member of the ATI HighWellness and responsible for the development of the HWSI platform.
2:00pm - Como-Lecco Chamber of Commerce event: “Lake Como”
Video presentation and prize draw for stay voucher.
Smarties for SMEs
Discover Smarties for SMEs, our EU-funded project designed to supercharge tourism businesses in the Mediterranean through green and digital innovation.
Focused on regenerative tourism, it fosters collaboration between tourism and agri-food ecosystems while empowering SMEs to embrace sustainability and digital transformation.
Visit smartiesforsmes.eu
Italian Tourism Products
Explore the endless possibilities Italy offers to travelers, from seaside tourism to winter sports, and emerging trends like bleisure. This section, curated with contributions from Italian regions, provides valuable insights and resources for industry professionals, tour operators, and journalists seeking inspiration.