Turin impresses the German press: ENIT press trip showcases a city of history, design and new energy

Turin surprises those who visit it. Elegant and regal, yet contemporary, creative and constantly evolving. This is the image of the city that emerges from the features published in the German press following a press trip promoted by ENIT S.p.A. at the request of the Piedmont Region, made possible by Turismo Torino e Provincia s.c.r.l. and coordinated by ENIT’s offices in Frankfurt and Munich.

The initiative, held at the end of May, brought together travel journalists selected by ENIT with the aim of strengthening Turin and its surrounding area’s position in the German market as an ideal destination for both short breaks and longer stays. The trip explored the many sides of Piedmont’s capital: museums and UNESCO-listed Royal Residences, historic cafés and culinary traditions, design, contemporary architecture, regenerated neighbourhoods, parks and the city’s relationship with the River Po.

The first editorial coverage offers a particularly rich and diverse portrait of the destination.

In the feature *“Charakter mit Grandezza: Turin”*, published by IDEAT, Turin is portrayed as a Piedmontese metropolis with a strong character, combining the grandeur of its Savoy heritage with its industrial legacy and a vibrant contemporary scene encompassing art, architecture, design and gastronomy. The accompanying images take readers from the Mole Antonelliana and monumental interiors to creative hubs and Turin’s emerging culinary scene, painting a picture of an elegant city that defies stereotypes.

Urban transformation takes centre stage in Britta Smyrak’s article for looping-magazin.de, dedicated to Docks Dora. The former industrial warehouses in the Barriera di Milano district have become a symbol of a Turin that embraces its industrial past and transforms it into a space for design, creativity, craftsmanship and innovative dining. From its industrial heritage to the contemporary experiences offered by Parco Dora, the feature highlights a lesser-known side of the city for travellers seeking authentic places that are constantly evolving.

In another article, *“Alle fahren nach Rom. Ich fahre nach Turin”*, published in Timeless Travel, Britta Smyrak invites readers to choose Turin through its arcades, piazzas, historic cafés and monumental architecture—symbols of the city’s Savoy heritage. The itinerary traces the history of Italy’s first capital while exploring its identity through everyday experiences, flavours and iconic places.

An equally evocative perspective comes from Daniel J. Basler’s feature published on Medium, *“Wo Italien seine Wurzeln stolz und still lebt”*. Turin is presented as a city that does not need to flaunt its beauty, but rather as a destination to be discovered slowly. A city capable of preserving its roots while continually reinterpreting them.

Together, these publications paint a consistent picture: Turin as a complete and surprising urban destination—contemporary and still relatively undiscovered—where culture, heritage, lifestyle, gastronomy and urban regeneration come together in an offering that appeals to new and diverse travel motivations.

Through this initiative, ENIT is strengthening its efforts to promote Italy in the German market by engaging directly with the media, transforming on-the-ground experiences into high-quality editorial content and helping bring destinations and stories to the attention of international audiences—expanding awareness of the breadth and diversity of Italy’s tourism offering.