That was the focus of the recent institutional mission to Australia and New Zealand by the InLiguria delegation, the promotional arm of the region supported by the Italian National Tourist Board (ENIT).
ENIT Sydney provided operational and organisational support throughout the program, from planning the delegation’s itinerary to coordinating a series of B2B meetings held in recent days at ENIT’s Sydney office.
The visit formed part of the Entire Travel roadshow, which stopped in Melbourne, Sydney and Brisbane, engaging travel agents and tourism industry operators.
“The meetings were mainly aimed at travel agents—the people who actually sell the Italian product,” explained Emanuele Attanasio, ENIT’s country manager for Australia and New Zealand.
“Australians know the Cinque Terre very well, but they’re far less familiar with other parts of the region.
“There was strong interest in places like Genoa and Portofino, especially because agents are always looking for new options to offer their clients beyond the usual hotspots.”
According to Attanasio, one of the most significant outcomes of the roadshow was the appetite for broader and more diversified Ligurian options.
“Many operators told us their clients are asking for alternatives—different experiences, something that goes beyond the classic imagery. From that perspective, Liguria made a strong impression,” he said.
For ENIT, that interest is reflected in the numbers. “The real indicator is always bookings,” Attanasio noted.
“The data shows growth compared to last year, and Italy continues to rank among the top European destinations for Australian travellers.
“When interest turns into actual trips, we know the work has had a tangible impact.”
The mission was an intense schedule for the Ligurian delegation. “It was a very fast-paced trip, almost without breaks,” Attanasio said.
“They would land and then immediately head off to the next engagement. But that intensity allowed them to maximise meetings with media and industry stakeholders.”
Alongside institutional appointments, the delegation also highlighted cultural and gastronomic elements—key pillars of Italy’s appeal. During the roadshow, guests sampled regional specialties, including focaccia genovese with pesto.
“These small details help strengthen the overall narrative of the destination,” Attanasio observed. “It’s not just about travel—it’s about culture, food and lifestyle.”
Already well known among Australian travellers, Liguria is now looking to expand its presence by promoting a slower style of tourism that aligns with a market increasingly focused on the quality of the experience.
The challenge, as the mission made clear, will be turning curiosity and interest into long-term relationships and concrete opportunities for the region.
