ROOTS Tourism Returns with ENIT

The search for one's family roots and direct connections to their ancestors’ home is gaining momentum as an increasingly pressing need for second and third-generation Italians scattered across the globe (estimated at approximately 80 million). This burgeoning market represents a substantial opportunity for growth for regions and the strategies of Italian and international tourism stakeholders.

ROOTS in - Roots Tourism International Exchange, marking its second consecutive year, reasserts its position as a prominent global gathering for Roots Tourism. The Exchange is organised by the Region and the Basilicata Territorial Promotion Agency, in collaboration with ENIT - the National Tourism Agency. The scheme holds the patronage of MAECI - Ministry of Foreign Affairs and International Cooperation. It promotes the culture and professionalism surrounding Genealogy Tourism offerings, delivering a rich programme of themed discussions, training sessions, exchange opportunities, and networking amongst industry professionals.

The second edition, scheduled for 20 and 21 November in Matera, promises a wealth of new experiences. It's worth noting that this edition carries particular significance as it precedes 2024, designated as the Year of Genealogy Tourism.

Prominent voices at today's press conference included:

Ivana Jelinic, CEO of ENIT

Giovanni Maria De Vita, Head of the "Turismo delle Radici" (Roots Tourism) Project within the Directorate General for Italians Abroad at the Ministry of Foreign Affairs and International Cooperation

Antonio Nicoletti, General Manager of APT Basilicata

“The world preserves countless fragments of our memories, our family histories, waiting to be rediscovered. This heritage carries the essence of identity and value, offering substantial potential for the development of the Italian tourism sector. Italians living abroad and those of Italian descent are a pivotal source of potential travellers, instrumental for the growth of inbound tourism. They form deep emotional bonds with places, familial memories, and localities, weaving compelling narratives about the territories they explore, thereby amplifying Italy's presence on the global stage. These travellers often plan extended visits to our nation, with an average trip duration of seven days, making a significant impact on not only the tourism industry but also the wider economy. In 2021, they contributed over 4.2 billion euros. 30% of roots tourism, approximately 3 million travellers, encompasses a diverse range of age groups, including a younger demographic aged 25 to 34 (25.7%) and an older demographic aged 55 to 64 (24%).

ENIT, in collaboration with regional partners and the broader Italian system, is carefully crafting an integrated and cohesive tourism offering tailored to this specific segment, underpinned by a forward-looking perspective”, stated Ivana Jelinic, President and CEO of ENIT.