Italy and Iceland Draw Closer: ENIT Hosts the Icelandic Tourism Board

Today, the President of ENIT S.p.A., Prof. Alessandra Priante, welcomed at ENIT a delegation from the Icelandic Tourism Board, which visited Italy on the occasion of the annual international team building trip—an Icelandic initiative that each year selects a European destination to foster the exchange of best practices among leading operators and executives in the tourism sector. Italy represents a destination visited by 12% of Iceland’s population.

For the first time, ENIT hosted and coordinated a full day of international dialogue between Italian and Icelandic colleagues, providing a concrete opportunity to engage on shared strategic topics.

At the heart of the meeting were the key challenges shaping contemporary tourism: sustainability, the management of seasonality and its impacts—issues common to highly attractive destinations such as Italy and Iceland. The latter, in particular, has experienced very significant tourism growth in recent years and is now facing challenges similar to those encountered by our country. “When more than one in ten citizens of a country chooses to travel to another destination, it is no longer just tourism, but a true relationship between countries.”

During the meeting, the President and ENIT’s senior management illustrated ENIT’s role as a central hub for the promotion of Italian tourism, presenting the strategies, tools, and policies adopted—alongside the Ministry of Tourism—to enhance the national offering in a sustainable and competitive way on international markets. This contribution was met with strong interest and appreciation from the Icelandic delegation, which is deeply committed to developing advanced models of sustainable tourism.

“There is a strong and positive collaboration with our Icelandic colleagues, both at the European and bilateral levels. We share common challenges and, regardless of the size of our respective tourism markets, it is important to identify shared paths that can be beneficial not only at the national level but, above all, at the European level,” stated President Priante. “Today was a valuable opportunity to present the working methods and results of the ENIT team, in Italy and around the world. We are an excellence, and this should make us particularly proud,” Priante concluded.

Read the ENIT President presentation slides: Shaping the Future of Destinations