Trentino takes centre stage in Montréal: cycling, outdoor experiences and major events at the heart of ENIT’s promotion in Canada

During the 2026 Cycling World Championships, ENIT is supporting Trentino Marketing in promoting the destination in the Canadian market. The event focused on the region’s cycling and outdoor tourism offering, as well as the upcoming 2031 UCI Super Cycling World Championships.

Montréal is becoming an international showcase for Trentino and for Italy’s tourism offering linked to cycling, nature and active travel. During the 2026 Cycling World Championships, on 24 September, the destination took centre stage at a presentation event held at Casa Azzurri, the Italian Cycling Federation’s hub in the Canadian city, aimed at travel industry professionals and representatives of the local trade media.

The initiative, organised with the support of ENIT and the Consulate General of Italy in Montréal, provided an important opportunity to strengthen the positioning of Trentino and, more broadly, Italy in the Canadian market, leveraging the ability of major international sporting events to serve as powerful tools for tourism promotion and destination storytelling.

ENIT’s Toronto office, together with Trentino Marketing, identified and selected Canadian travel professionals and trade journalists, helping to create new opportunities for engagement with key industry stakeholders and to strengthen awareness of the region’s tourism offering through a targeted presentation followed by networking sessions.

Representing the region were Romano Stanchina, Provincial Director for Tourism; Maurizio Rossini, CEO of Trentino Marketing; Giovanni Battaiola, President of Trentino Marketing; and Bruno Felicetti, Director of Funivie Madonna di Campiglio, underscoring the attention devoted to the Canadian market and the continued development of the destination’s international presence.

Looking ahead to the 2031 UCI Super Cycling World Championships

Another key focus of the presentation was the 2031 UCI Super Cycling World Championships, which, over two weeks in September 2031, will bring more than 10,000 professional and amateur athletes to Trentino, competing across 20 cycling disciplines, alongside media representatives and cycling enthusiasts from around the world.

Trentino already boasts a particularly diverse tourism offering: 9,000 kilometres of certified mountain-bike trails, gravel routes, climbs that have made cycling history and more than 490 kilometres of cycle paths, set against landscapes ranging from the UNESCO Dolomites to Lake Garda. The offer is further enhanced by winter sports, culture, food and wine, and authentic Alpine hospitality.

ENIT strengthens its engagement with the Canadian travel trade

The Montréal event forms part of a broader promotional strategy developed by ENIT for the Canadian market. In July, the Agency had already organised a webinar for Canadian travel professionals to showcase Trentino’s tourism offering and lay the groundwork for new opportunities for direct engagement with the travel trade.

Through initiatives of this kind, ENIT continues to work alongside Italian destinations and tourism operators, strengthening relationships with international media and travel professionals while promoting an Italy capable of responding to growing demand for outdoor experiences, active mobility, authenticity and quality of life.