Since joining Enit in January 2024, Barbara has led actions aimed at promoting Italy as a destination in Brazil. Among the highlights is her participation in two important international fairs, WTM Latin America and ILTM. “At ILTM, it was the first time that Italy had a dedicated space, marking a significant presence that is already guaranteed for 2025”, she said. In addition, Brazilian operators participated in fam tours in regions such as Lazio, Tuscany and Basilicata, strengthening the cultural and tourist bridge between the countries.
The most sought-after destinations and the strength of wine tourism
Italy, currently the tenth most visited destination by Brazilians, continues to attract tourists with its rich cultural and gastronomic offerings. Iconic regions such as Rome, Milan, Venice, Naples and Florence are among the most sought after. "Rome and the Vatican are the first destinations for those visiting Italy for the first time, but other cities such as Naples have been attracting more and more Latin American tourists, especially due to their historical and gastronomic connections," highlighted Barbara.
Wine tourism is also consolidating itself as one of the pillars of Italian tourism. "Visiting Italy without experiencing wine and food tourism is almost impossible. We took Brazilian operators to Basilicata, where they were able to visit wineries, learn about local production and the impacts of climate change on the sector," said the director.
Italian Carnival Tradition and New Tourist Experiences
Although Carnival in Italy has different characteristics to that of Brazil, it is marked by tradition and history. "The Carnival of Venice is known worldwide for its masks and costumes that recall the past, while the Carnival of Viareggio, in Tuscany, and that of Ivrea, in Piedmont, also offer unique experiences," explained Barbara.
Another highlight for 2025 is the Jubilee of the Catholic Church, which promises to attract tourists to the Vatican and its surrounding areas. According to Oristanio, it is essential to plan trips in advance, especially for the European summer. “Those visiting the Italian coast, such as the Amalfi or Sorrento Coasts, should consider sea transport, which provides a more comfortable and authentic experience.”
Cruises and Brazil-Italy connections
For Brazilians interested in reaching Italy by sea, Barbara highlighted the offer of transatlantic cruises, which connect the port of Santos to the Mediterranean. “It is a unique opportunity for descendants of Italians or for those seeking a different experience. Cruises offer a rich and comfortable experience, both for the crossing and for exploring the Italian coast,” she concluded.
With strategic initiatives and the reinforcement of cultural connections, Enit Brasil continues to promote Italy as an essential destination for Brazilians, further strengthening ties between the two countries.
Report and photo: Mary de Aquino.