Italy presented at WTM Latin America a strategy focused on diversifying destinations and strengthening experiential tourism, with expanded participation from regions and operators in the country's institutional booth.
The 13th edition of WTM Latin America takes place from April 14th to 17th at Expo Center Norte, in São Paulo, the capital of São Paulo state.
According to Bárbara Oristanio, representative of ENIT (Agenzia Nazionale del Turismo) in Brazil, the stand brought together 16 operators and saw the return of destinations that had not participated in the fair for years, in addition to the continued presence of regions that have been strengthening their presence in the Brazilian market. According to her, this movement indicates growing interest from both the Italian tourism industry and Brazilian demand.
The executive states that this year, the focus is on higher value-added products, with emphasis on luxury tourism, personalized experiences, and trips with cultural connections. Among the segments in focus are also trips for celebrations, such as weddings in historic properties, which have gained relevance in the Italian tourism market.
Among the destinations featured, Sardinia was highlighted as an example of product diversity. According to Renata Olejnicka, founder and CEO of Renata Travel, the region combines high-end tourism, with areas like Porto Cervo, and outdoor activities, including water sports and hiking trails. The executive also emphasizes the variety of landscapes and the preserved cultural identity, with gastronomy and local traditions as part of the experience.
In the north of the country, the Brescia region presented a proposal based on the integration of different types of tourism. Andrea Mattia Maggioni, vice-president of Visit Brescia, highlighted the proximity to Milan and Venice as a logistical factor, in addition to the presence of lakes, mountain areas and international events, such as the Mille Miglia. According to him, the strategy is to position the destination as a complementary alternative to the major Italian tourist centers.
Meanwhile, the Veneto region has reinforced its diverse offerings, which include historic cities, coastal areas, mountains, and wine regions. Giullano Vantaggi, director of tourism promotion and territorial marketing for the region, highlighted the presence of internationally recognized heritage sites and the strong historical connection with Brazil, a result of Italian migration flows.
Italian participation in the fair also serves as a market barometer. According to Bárbara Oristanio, immediate interest can be measured by the flow of people at the stand and by interactions with operators and agents, while the more concrete impacts tend to appear in the following months, with changes in visitor flows and the performance of specific segments.
The strategy presented reflects a trend of decentralization of tourism in Italy, encouraging the discovery of new destinations and reducing concentration in already established cities, in line with the global search for more personalized experiences and a more balanced distribution of tourist flow.
According to Murilo Cassino, Commercial Director of ITA Airways in Brazil, the best way to reach the country is through direct flights departing from São Paulo/Guarulhos International Airport and Rio de Janeiro/Galeão International Airport to Rome Fiumicino Airport (Leonardo da Vinci), the company's main hub, from where connections are distributed to other destinations in Italy and Europe.
Reporting and photo: Mary de Aquino.