ENIT at the 2026 Italian Film Festival in Japan

ENIT took part in the 26th edition of the 2026 Italian Film Festival, one of the leading events dedicated to promoting Italian culture in Japan. The initiative aimed to enhance the appeal of Italy as a destination by leveraging the film industry as a driver for inbound tourism.

The Festival was held in Tokyo at Yurakucho Asahi Hall from May 1 to 6, during Japan’s Golden Week, and in Osaka at ABC Hall on May 9 and 10, the following weekend. The event was organized by the Italian Cultural Institute, Cinecittà, and Asahi Shimbun under the High Patronage of the President of the Italian Republic, with the support of the Italian Embassy in Tokyo and the Consulate General of Italy in Osaka. ENIT participated as an official sponsor.

Each year, the Italian Film Festival offers Japanese audiences a unique opportunity to engage with the Italian imagination and lifestyle. Through cinema, viewers are introduced to Italy’s regions, landscapes, traditions, atmosphere, and way of life — all elements that help strengthen the country’s appeal as a travel destination. The 2026 edition featured Italian films premiering for the first time in Japan, with 14 titles screened in Tokyo and 7 in Osaka, alongside special appearances and Q&A sessions with actors and directors following the screenings.

ENIT’s participation further reinforced the connection between culture and travel, promoting the Italian tourism experience to an audience with a strong interest in Italy and its destinations. Visibility activities included the placement of the ENIT logo on the Festival’s official website, promotional materials, and on-screen displays, as well as the screening of a 30-second promotional video throughout the event. The initiative strengthened Italy’s positioning as a destination capable of inspiring, welcoming, and engaging travelers seeking authentic experiences, beauty, and quality.

The results confirmed the effectiveness of the initiative: the Festival attracted 7,549 visitors, matching the audience reached by the ENIT promotional spot shown during screenings. A total of 21,000 official flyers and 900 catalogues were distributed, while the Festival’s online pages generated 2,078 page views. Promotional visibility was further amplified through advertising placements in Asahi Shimbun, with circulation figures of 553,213 copies for the Tokyo evening edition and 374,302 copies for the Osaka evening edition.