The Italy of tourism starts again and looks far away. The Ministry of Tourism and Enit aim to reach the general international public, in collaboration with the Regions, with the partnerships with Eurovision and Giro d'Italia and the support of Coni, thanks to a tourism promotion campaign aimed at many nations around the world. At the center of the project, as ambassadors, some of the most famous faces representing the excellence of Italy.

From sport to art, from food to culture, with testimonials of representative sectors of the iconography of the Bel Paese, portrayed by the camera of the Italian Julian Hargreaves (for Federica Pellegrini, Massimo Bottura, Stefano Boeri, Renzo Rosso), and Luciano Romano (who signed the beautiful shots of Rome and Agrigento with Roberto Bolle). And again the shots offered by Bebe Vio, immortalized by friends during a vacation on the island of Elba or Marco Balich, shot by his son in the splendid Piazza del Plebiscito in Naples.

The initiative, presented in front of the Minister of Tourism Massimo Garavaglia and the President of the Lombardy Region, Attilio Fontana, in addition to spreading the beauty of Italy, will also help to promote a three-year project to accompany young companies, startups in tourism and culture to which the fees and image rights of the ambassadors will be donated. In addition, the campaign will see Enit alongside Coni and the National Sports Federations in a solidarity program aimed at supporting the athletes of Kiev to train in Italy, in the federal centers and the Center of Olympic Preparation of Acqua Acetosa. 

The campaign will also live on the international stage of Eurovision: the second transmission in the world for number of viewers after the Olympics (180 million people). Enit in collaboration with Rai launches in fact the postcards that will appear behind each performance of the artists allowing anyone to discover an unseen Italy with an invitation to discover it directly from the portal www.Italia.it. 

The participation in the Giro d'Italia and Giro-E will also contribute to this: thanks to a route of 3500 km Italy will enter the homes of over 758 million viewers worldwide and 10 million Italians along the roads with more than 24 thousand hours of broadcasting. Among the initiatives in the field are 25 digital guides, narrated by a videomaker and a journalist coordinated by Enit, dedicated to the most significant cycle routes that will find space on the italia.it portal to invite cyclists to travel our country in the footsteps of the Giro, as well as local web videorecipes to amplify the traditions and specific territorial identities: every day an Italian menu to enhance the cultural and gastronomic excellence with the biodiversity of each region. With Giro Express, then, a Belgian storyteller will make 18 in-depth stages entering the connective tissue of lifestyle and local productions to be shared on social networks. And more in-depth talks to see and test the products that make the two wheels, electrically driven but not only, one of the pillars of the mobility of today and tomorrow.

On all this is grafted the project "Discover the Italy you did not know", where the central themes, along a journey of five months, are the villages and Italian landscapes, slow tourism (paths, food and wine, art and cultural heritage) and active tourism (biking, boating, Nordic walking and outdoor activities for summer and winter). This common strategy of the Italian regions, the result of a program agreement between the Ministry of Tourism and the Commission for Tourism Policies of the Conference of Regions and Autonomous Provinces, sees the coordination of four regions: Umbria (slow tourism), Emilia-Romagna (villages), Marche (active tourism) and Abruzzo (Tourism Digital Hub).

This articulated project of promotion and enhancement of our country aims at proximity markets and those for which, even in the post-pandemic phase, there are interesting resumptions for the tourism sector and international hubs that allow a multiplier effect, such as international airports, prestigious newspapers and billboards in European capitals. The reference markets are the Dach (Germany, Austria and Switzerland), the Benelux (Netherlands, Belgium and Luxembourg), France, UK, USA and the Nordics market (Sweden, Finland, Norway and Denmark) and the key words are sustainability, inclusion, diversity and innovation.