A seasonally adjusted proposal that fits into the presentation strategy of the Liguria Region: the meeting with buyers from all over the world in Milan

La International Tourism Exchange of Milan (Bit), with his 1.100 exhibitors from 66 Countries, has confirmed itself as one of the main events for European and international tourism operators. There Liguria it presented itself as compact with a proposal capable of highlighting all the potential of the area. In recent years - the representatives of the institutions have underlined - an increasingly seasonal tourism has grown, which makes Liguria a popular destination not only for its sea, but also for its art, for its parks, for its outdoor without forget agri-food.

The numbers perfectly capture this reality: in 2023, for the first time ever, the 16 million tourist presences with a growth of 3,5% compared to 2022. Of these, the share of foreign tourists was notable, amounting to 7,2 million, +9,4% on the previous year. It was confirmed that the Lombards (3,2 million) and the Piedmontese (2,7 million) were the most numerous tourists and that the Germans (1,5 million, +5,5%) and the French ( 1 million, +4%), some interesting news should be noted: the growth of US tourists (+25%) which reached 540 thousand, of Canadians (+40%, equal to 110 thousand) and of Australians (+157 % with 150 thousand attendances).

Added to this is the return, after years of post-Brexit decline, of British tourists who numbered 265 thousand for an increase of 13%. Strongly growing percentage presences of tourists from China (+101%), Japan (+64%), South Korea (+73,5%) and India (+35,8%). Even at the tourist destination level the data confirms this picture: the In fact, Golfo dell'Isola recorded a positive 2023, confirming the stability of arrivals and presences as well as the increase in foreigners from Germany, Switzerland, France and Spain.

A very varied audience attended the BIT, with different needs represented by the 900 buyers who met the 28 tourist operators present at the Region's stand during the three days of the exhibition. The Gulf of the Island, in this context, has put forward its increasingly deseasonal offer thanks to the driving force offered by the sports outdoor and the possibility of offering a large complex of itineraries suitable for trekking and MTB. Equally appreciated was the presentation of an entire area and not just a single location which opened up interesting prospects both in terms of extending the stay of foreign tourists, who are offered a broader package of attractions, and for the ability to become attractive also thanks to short stays focused precisely on outdoor experiences.

The Gulf of the Island, in fact, in addition to being known as a place of excellence for the coasts and the sea - with the peculiarity ofMarine Protected Area – is also perceived as a place of cultural tourism, sports ed experiential. A destination that also becomes interesting for a trip out of town for a few days or for a weekend dedicated to wellness, throughout the year.

After participation in the Lugano Tourism Fair in November and at the BIT in Milan, another important promotional event featuring Il Golfo dell'Isola is scheduled for 5 to 7 March 2024 with theITB Berlin where it will be possible to meet the Central European public, which has always been particularly attracted to the Ligurian territories.

"Presence at international fairs - commented Marco Olcese, Destination Manager of Il Golfo dell'Isola – it is an important job to enhance and make our territory a "tourist destination" and represent it in international showcases to an audience of tourists of qualified operators certainly capable of appreciating our uniqueness".

photo: Facebook Liguria Region

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