From the 7th to the 9th of November, London hosted the World Travel Market, the largest tourism fair in the world. Italy’s stand was managed by ENIT, the Italian tourist board, and represented sixteen regions: Trentino, Friuli Venezia Giulia, Piedmont, Lombardy, Piedmont, Campania, Lazio, Umbria, Calabria, Marche, Sicily, Sardinia, Apulia, Emilia Romagna, Veneto and Tuscany. Private tour operators from these regions were present, together with the municipal authorities of Milan and Turin and other companies operating in the tourism sector. The pavilion promoted a variety of themes, including food and wine, culture, events, sports, conferences, and ecotourism.
The pavilion was inaugurated by the Ambassador, Pasquale Terracciano, together with Dorina Bianchi, the undersecretary of the Italian ministry of cultural heritage and tourism; the president of ENIT, Evelina Christillin; and the director of ENIT, Giovanni Bastianelli.
The opening event was followed by a press conference with Ambassador Terracciano; Ms Christillin; the managing director of ENIT and CEO of Emirates Italy, Fabio Lazzerini; and the mayors of Turin and Milan, Chiara Appendino and Giuseppe Sala. In his opening speech, Ambassador Terracciano praised ENIT’s excellent presentation of Italy as a tourist destination and said that he hoped that Italy would eventually progress from the fifth most visited country in the world to the first.