ENIT USA strengthens trade engagement: Southern Italy takes centre stage in US roadshow

The first part of the initiative between California and Tennessee has come to an end. In San Diego, Los Angeles and Nashville, ENIT met with Travel Advisors, Tour Operators and local media to promote the tourism offering of Sicily, Calabria and Sardinia, with a focus on experiences, quality, sustainability and premium segments.

ENIT USA has strengthened its promotion of the Italy Destination in the US market through a roadshow dedicated to Sicily, Calabria and Sardinia, three regions at the heart of a targeted initiative aimed at strengthening their international visibility and highlighting their full tourism operations following the impact of Hurricane Harry. The first part of the initiative has now concluded, with stops in California and Tennessee generating strong interest among local operators and confirming the relevance of the US market for destinations in Southern Italy.

From Lunch & Learn to Italy After Hours: direct engagement with the US travel trade

In San Diego (22 September), Los Angeles (23 September) and Nashville (25 September), ENIT brought together Travel Advisors, Tour Operators and local media representatives through Lunch & Learn and Italy After Hours events, designed to foster direct dialogue and networking with US travel professionals. For commercial partners and destination stakeholders, the roadshow also provided an opportunity to gain direct access to up-to-date insights into the US market and to a qualified network of operators working to develop new programmes featuring Italy. The initiative also opened the possibility of follow-up activities, including press trips and fam trips, with the aim of strengthening first-hand knowledge of the destinations and consolidating the interest generated during the events in the United States.

Sicily, Calabria and Sardinia at the heart of the promotion

The data presented during the roadshow highlighted particularly positive trends for Sardinia, with 21.8 million overnight stays and more than 5 million arrivals, representing a 33% increase over a two-year period. International visitors accounted for 56% of total tourist flows, while arrivals from the United States recorded an 83% increase, confirming growing interest in the island among the US market. Sicily also recorded sustained growth in demand, with international visitors accounting for approximately 36% of total tourist flows. The region’s offering was showcased through its cultural heritage, events and experiences available throughout the year, elements capable of expanding travel opportunities beyond traditional routes and seasons. For Calabria, 2026 has represented a strategic year for strengthening the destination through a programme focused on infrastructure development and improving the tourism experience. Particular attention has been devoted to service standards, destination resilience and sustainable accessibility, with the aim of encouraging a more widespread use of the destination throughout the year.

The trade activity has thus confirmed its strategic role not only in supporting the visibility of destinations, but also in creating new business opportunities, expanding programmes dedicated to Southern Italy and promoting an image of the country increasingly associated with quality experiences, diversified tourism offerings and the discovery of destinations throughout the year.