Rome and Italy at the Heart of an ENIT Event at the Melbourne Museum

The event brought together tourism operators, media representatives and members of the Sistema Italia network on the occasion of the exhibition “Rome: Empire, Power, People”

Rome and Italy were the focus of an important tourism promotion initiative held on 11 September 2026 at the Melbourne Museum, organized by the Consulate General of Italy in Melbourne in collaboration with ENIT Sydney, on the occasion of the international exhibition “Rome: Empire, Power, People”.

The initiative helped strengthen the positioning of Rome and Italy as leading cultural destinations in the Australian market, while also creating an opportunity for ENIT to engage with the local travel trade and key stakeholders from the Sistema Italia network. The event formed part of the broader programme supporting the exhibition, which was dedicated to the history, cultural heritage and universal legacy of Rome.

Guests took part in an exclusive guided tour of the exhibition, which offered an immersive journey through the history and culture of the Italian capital. The experience provided a starting point for presenting Rome not only through its extraordinary historical and artistic heritage, but also as a contemporary destination capable of offering a wide range of travel experiences.

The initiative involved 46 tourism industry operators and 4 media representatives, confirming the Australian market’s interest in Italy’s tourism offering and creating new opportunities to strengthen relations with tour operators, travel agents and specialist media.

The day concluded with a networking and social gathering, which encouraged dialogue among tourism operators, media representatives, institutions and members of the Sistema Italia network, helping to consolidate relations between the Italian and Australian tourism sectors.

Through this initiative, ENIT strengthened its promotional activities in the Australian market, highlighting culture as a strategic driver for destination awareness and contributing to the positioning of Rome and Italy as destinations capable of combining heritage, authenticity, quality experiences and international appeal.