Italy launches tourism marketing initiatives at WTM London 2018 and more

Thursday, October 25, 2018

Italy is taking tourism marketing initiatives at WTM London 2018 and around London.  During WTM London 2018, the Italian National Tourist Board (ENIT) will sponsor the WTM Buyers’ Club, after its successful stint as Premier Partner at WTM London 2017. WTM London is the leading global event for the travel industry.

Italy will increase presence around the London city. Italy will feature on digital bus stops in Oxford Street during WTM week. There will be a stand creative at Waterloo Station on 4^th and 5^th November 2018.

Italy will sign various sponsorship agreements for O2 during the WTM week. The sponsorship of the Mantegna and Bellini exhibition at the National Gallery will run until 27^th January 2019.

A 5.3 percent increase in arrivals to the Italy destination was recorded in 2017, while there was a 4.4 percent increase in the overnight stays. In term of arrivals, the United States and Germany are the important markets for Italy. The top markets for Italy in terms of nights spent are Germany, France, UK, United States, Netherlands, and Switzerland.

Apart from London campaigns, Italy will commemorate 500 years since the death of Leonardo da Vinci countrywide. The spotlight would be on two cities Milan and Matera.

Milan, where Leonardo da Vinci spent much of his time will have a rally of events that will last nine months, from May 2019 to January 2020. A multimedia path will be set up in the Sala delle Armi. In order to provide the visitors authentic experience of Leonardo’s Milan, the geo-referenced visual mapping will be done both in the city and within museums, churches, and buildings of the territory.

Milan’s programme of events will last nine months, from May 2019 to January 2020, with a spotlight on Castello Sforzesco, where Leonardo arrived in 1482 to put his skills at the service of Duke Ludovico Sforza.

Matera, the European Capital of Culture 2019, tugged between the two seas, the Ionian and the Tyrrhenian is considered the pearl of the Tyrrhenian. One of the important events is the fiesta of the Madonna della Bruna.

Maria Elena Rossi, marketing and promotions director for the Italian National Tourist Board (ENIT) said, “The focus of the marketing strategy will be value growth: value of our proposal on existing and new markets and innovation of tourism products, focusing on the experience of the Italian way of life. The strategy will involve both the leisure and the meeting industry.”

WTM Portfolio, Press and PR Manager Paul Nelson said, “Da Vinci was fascinated by travel and flight and once said, ‘When once you have tasted flight, you will forever walk the earth with your eyes turned skyward, for there you have been, and there you will always long to return.’ It’s a fitting quote for WTM London, which celebrates everything good about air travel, tourism and ideas that shape the world.”

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