Bárbara Oristanio, director of ENIT Brasil (Italian National Tourism Agency), highlighted the natural beauty and outdoor tourism opportunities of the Italian region. Tuscany Endless Renaissance is a campaign focused on unique experiences.
According to Oristanio, Tuscany is a destination that already has a strong partnership with ENIT in Rome, and is now seeking to attract more Brazilians with the Endless Renaissance campaign. "The idea is to promote Tuscany through its natural beauty and outdoor activities, such as bike trails and nature trails," he explained. The region, famous for its history and culture, focuses on authentic experiences that go beyond traditional tourist destinations, offering new ways to connect with nature.
The charm of Pisa and art around every corner
During the event, Bárbara shared her impressions of a recent visit to Pisa, highlighting the unique combination of history and modernity. "I was impressed by Pisa, especially when I saw shops inside ancient palaces, with frescoes from the medieval period on the walls. It's something that makes an impact, because in Brazil we don't have this type of experience," she said. For her, Brazilians, who already have a strong affinity with Italy, will be even more enchanted when they discover these lesser-known cultural details.
Brazil as a priority market for Tuscany
Although most Italians who have migrated to Latin America are not from Tuscany, the region sees Brazil as a priority market. “Brazilians have a very strong connection with Italy, mainly through wine and food and culture,” Oristanio pointed out. In addition, she mentioned that religious tourism is also an area of great interest for Brazilians visiting Italy, especially in historical and spiritually important places.
International presence and future plans
The event was attended by Clara Svanera, International Relations Coordinator of Toscana Promozione Turistica, and Francesco Tapinassi and Daniela Burrini, representatives of the organization. They emphasized that Tuscany, after its participation in the International Tourism Fair (FIT) in Buenos Aires, sees Brazil as a strategic market for expanding its tourism promotion campaign. The expectation is that the Tuscany Endless Renaissance campaign will reach an even larger audience of Brazilians, who already place Italy at the top of the list of preferred tourist destinations in Europe.
Report and photo: Mary de Aquino.