The Italian Tourism Board will concentrate on steering visitors to the European nation’s lesser-known destinations in a bid to, partially, counter over-tourism issues. Alessandra Priente, President of ENIT S.p.A., said that strategy will begin in earnest with a strong focus on Milano Cortina for the upcoming 2026 Winter Olympic in February.
Milan in Lombardy and Cortina d’Ampezzo in Belluno are 420 kilometres apart but offer a variety of fashion and art, to outdoor activities such as hiking and skiing, viewed as potential drawcards to the regio. “Both regions are working hard on catching people, to encourage them to visit the surrounding area,” Priente said at ILTM Cannes earlier this month in France.
