ENIT USA promotes Lake Como in the U.S. market with an educational tour focused on luxury tourism

The initiative, carried out in collaboration with the Como-Lecco Chamber of Commerce and American Airlines, involved five tourism professionals from Florida, with the aim of promoting the Lake Como area and the direct Miami-Milan air connection.

ENIT USA organised, in collaboration with the Como-Lecco Chamber of Commerce and American Airlines, an educational tour for a selected group of tour operators from Florida, aimed at strengthening awareness of Lake Como and the Lecco area in the US market.

The initiative, which took place in October 2026, involved five US travel trade professionals in a four-day, three-night programme dedicated to discovering the destination’s cultural, scenic and food-and-wine excellence, with a particular focus on the high-end tourism segment.

The project also provided an opportunity to promote the direct Miami-Milan air service operated by American Airlines, helping to highlight the accessibility of the area for travellers from Florida.

A journey through the excellence of the Lake Como area

During the educational tour, participants had the opportunity to discover the main attractions of Lake Como and the Lecco area through a programme of visits and experiences showcasing the identity of the destination.

From historic residences to prestigious hotels and resorts, from food-and-wine excellence to outdoor activities, the programme highlighted the variety of experiences available and the quality of local hospitality.

Among the activities offered were a seaplane flight over Lake Como, visits to historic villas, museums and wineries, as well as experiences dedicated to discovering local traditions.

The programme helped showcase the destination’s potential in the high-end tourism segment, thanks to its combination of cultural heritage, landscape, high-quality hospitality and personalised experiences.

Networking and new opportunities for the US market

The educational tour included meetings with local stakeholders, encouraging direct dialogue and the creation of new opportunities for commercial collaboration.

The activities enabled the participating professionals to gain a deeper understanding of the services and experiences offered by the destination, with the aim of developing itineraries and travel packages tailored to US travellers.

The collaboration between ENIT USA, the Como-Lecco Chamber of Commerce and American Airlines highlights the value of synergies between institutions, local organisations and airlines in supporting the promotion of Italian destinations in international markets.

The initiative forms part of ENIT’s international promotional strategy, aimed at strengthening relations with the travel trade, supporting the commercialisation of Italy’s tourism offering and creating new opportunities for the development of tourism flows.