ENIT at WTM 2026

What’s next for Italian tourism on the global stage will be unveiled in Piazza Italia, at the heart of a new space alive with sensory rooms, live cooking sessions and Italian gelato.

London, 2 October 2026. Italy returns to World Travel Market with a new look, ready to take its place among the leading destinations at this year’s event, held from 3–5 November 2026 at Excel London, in the UK, Italy’s third-largest international market by tourism expenditure, after Germany and the United States. The Italian stand (N2-240, N3-200, N3-500) will offer the international travel industry a glimpse of Italian tourism in the seasons ahead, in a space designed to greet trade professionals, media and other stakeholders with an embrace. Rounded forms and circular installations suspended above the stand express the warmth and hospitality of an Italian welcome. A series of theatrical gateways punctuates the visitor route, paying homage to the frescoed vaults of Italy’s artistic heritage and guiding visitors through the Country’s extraordinary beauty.

More than 2,000 square meters will provide the stage for 15 Italian regions to tell their stories: Basilicata, Calabria, Campania, Emilia-Romagna, Friuli Venezia Giulia, Lazio, Liguria, Lombardy, Marche, Piedmont, Sicily, South Tyrol, Trentino, Tuscany and Umbria. They will be joined by the City of Genoa, the City of Milan, the Como-Lecco Chamber of Commerce, the Republic of San Marino, Roma Capitale, Turin Alps, Turismo Torino e Provincia and Visit Brescia. A varied programme of presentations will animate Piazza Italia, the central gathering place within this gallery of Italian splendour.

Four immmersive sensory rooms dedicated to coastal landscapes, mountains, cities of art and Italian lifestyle, transform each space into a window onto the country, featuring 3D installations, large-scale prints, textured sets, soundscapes and scents diffused into the air, creating an experience to enjoy with all the senses.

Daily live cooking demonstrations will offer visitors to Excel London an early taste of the Week of the Italian Cuisine in the World celebrations. They will honour Italian cooking, inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. Cooking live on stage will be chef Enrico Derflingher, president of Euro-Toques Italia and Euro-Toques International, whose famous risotto has even been served to the Royal Family, Gianni Tarabini, whose minimalist, sustainability-minded cooking draws on Italy's farming heritage while embracing “gentle” innovation; and Vincenzo Guarino, whose cooking blends innovation and tradition, bringing out the best in local, seasonal produce through modern techniques.

Visitors will also be invited to taste Italy through experiences featuring gelato rooted in the country’s artisan ice-cream tradition, and Italian aperitivos showcasing outstanding food and wine.

The Italian stand will be officially inaugurated with the traditional ribbon-cutting ceremony, followed by the opening press conference, “Italy: Reinventing Beauty. A New Era of Travel, Inspired by Italy”, on Tuesday 3 November at 12 noon. The discussion will also explore regenerative tourism: with more UNESCO World Heritage Sites than any other Country, and Italian cooking recognised on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, Italy offers a tangible example of this approach. International tourism is shifting its priorities towards “flourishing destinations”: places where regenerative travel puts community wellbeing, ecological balance and local culture first. These themes and more will be addressed during the press conference.

HIGHLIGHTS – PRESS CONFERENCE

Title: Italy: Reinventing Beauty. A New Era of Travel, Inspired by Italy

Date: Tuesday 3 November

Time: 12:00

Venue: Piazza Italia

GENERAL INFORMATION ABOUT THE STAND

Address: Excel London - Royal Victoria Dock 1 Western Gateway, Royal Docks London E16 1XL

ENIT Stand: N2-240, N3-200, N3-500

Entrance: West

PRESS CONTACTS

Fabiana Antonucci
Alessia Piccioni
Mail: pr@enit.it