by InTrieste
The region of Friuli Venezia Giulia is emerging as a hidden gem for global travelers. This week, the region is playing host to an international gathering of more than 60 tour operators from around the world. The event, the Art&Taste Tourism Exchange, is aimed at promoting Friuli Venezia Giulia’s rich cultural heritage and renowned enogastronomy — the blending of food, wine, and tourism.
From September 13 to 17, tour operators from nearly 20 countries, including the United States, Germany, Japan, and Canada, are touring the region. Their mission: to uncover the hidden treasures of Friuli, from its UNESCO World Heritage Sites to its celebrated wine regions, and return home as ambassadors for this rising star in Italy’s tourism landscape.
The program began on Thursday with a guided tour of Trieste, Friuli Venezia Giulia’s cosmopolitan capital, followed by an elegant welcome dinner at the historic Castello di Miramare. Over the coming days, the operators will break into groups, each embarking on one of five curated tours highlighting the region’s cultural landmarks, artisanal traditions, and gastronomic excellence.
Among the stops on their itinerary are Friuli’s famous wine-producing areas such as the Collio region, known for its crisp white wines, and the vibrant Friuli Doc festival, a celebration of the region’s food and wine traditions. The tours also include visits to historic towns and scenic villages that offer glimpses into the region’s storied past and diverse cultural influences.
The event comes at a time of significant growth for Friuli Venezia Giulia’s tourism sector. Over the past five years, the region has seen record-breaking numbers of visitors, culminating in over 10 million tourist stays in 2023 alone. Despite being lesser-known than some of Italy’s more famous destinations, Friuli has seen a steady influx of tourists from across Europe, North America, and increasingly, East Asia.
“Friuli Venezia Giulia is no longer just a well-kept secret,” said Sergio Emidio Bini, the region’s councilor for Productive Activities and Tourism. “We have invested heavily in promoting our region internationally, and it’s paying off. This event is another step in that effort, aimed at forging new partnerships and showcasing our unique blend of culture, history, and cuisine.”
With foreign visitors increasing by nearly 4% over the summer months of 2024, Friuli is positioning itself as a must-visit destination for travelers seeking authentic Italian experiences away from the crowds of Tuscany or Venice. The region’s strategic location, bordered by Austria and Slovenia, along with its proximity to the Adriatic Sea, makes it an appealing destination for travelers looking to explore off the beaten path.
The grand finale of the event will take place in Gorizia on September 16, where tour operators will gather for a workshop with local businesses, consortia, and accommodation providers. The goal is to create new business opportunities and strengthen the region’s tourism infrastructure ahead of Gorizia’s upcoming role as the European Capital of Culture in 2025.
“This is a pivotal moment for us,” Bini added. “Our ambition is to make Friuli Venezia Giulia a top destination for cultural and culinary tourism. We’re confident this event will help us achieve that by giving international tour operators firsthand experience of everything our region has to offer.”
With its unparalleled blend of history, cuisine, and natural beauty, Friuli Venezia Giulia is positioning itself as Italy’s next major tourism hotspot — one sip of local wine and plate of prosciutto at a time.
