by InTrieste
Leaders in Italy’s tourism industry, along with public officials and business innovators, gathered on Tuesday at Portopiccolo in Sistiana for “Travel#,” a daylong conference addressing sustainable growth in Friuli Venezia Giulia, the northern Italian region that has emerged as one of the country’s top tourism success stories.
The event focused on strategies that have propelled the region’s recent tourism boom, with experts highlighting promotional efforts that spotlight Friuli Venezia Giulia’s cultural richness and scenic diversity. Other key points included the impact of strategic investments in infrastructure, such as enhancements at Trieste Airport, and a suite of regional incentives aimed at elevating hospitality standards across the region.
In attendance was Marco Centinaio, Italy’s Vice President of the Senate and former Minister of Agriculture, who spoke on the importance of linking tourism with environmental stewardship, particularly in the era of rapid climate change and shifting traveler expectations. Centinaio joined local officials, including the Mayor of Duino Aurisina, Igor Gabrovec, underscoring the potential of small cities and rural regions to attract global visitors seeking unique, sustainable experiences.
The conference was set against the backdrop of a fresh promotional campaign launched by Friuli Venezia Giulia just a day prior. This campaign, which now runs across Italy’s national television networks, targets both domestic and international audiences, with a special focus on Austria, Germany, and the United States. “We’re seeing a rising interest in places where local heritage and pristine landscapes come together in sustainable ways,” said a spokesperson for the event, noting that the campaign aligns with international tourism trends that prioritize authenticity and ecological responsibility.
At the heart of discussions was the forthcoming European Capital of Culture GO!2025 event, a prestigious cultural designation awarded jointly to Gorizia, Italy, and Nova Gorica, Slovenia, which promises to attract millions of visitors to the area. The designation, seen as a testament to the region’s historical and cultural value, is expected to further raise Friuli Venezia Giulia’s profile on the global stage, adding momentum to ongoing projects focused on elevating accommodations, expanding mountain tourism, and tapping into the growing luxury travel segment.
Another highlight was the role of Trieste Airport, which has strategically positioned itself as a gateway between Venice and Ljubljana. In recent years, it has nearly doubled its passenger traffic, an increase largely credited to improvements in service quality and connections. With a new record of passengers anticipated by year-end, Trieste Airport continues to reinforce its importance in making Friuli Venezia Giulia more accessible to international travelers.
Organizers also emphasized the evolving demands of today’s travelers, with a particular focus on luxurious yet sustainable accommodations. Plans are in place to expand incentives for high-quality lodging across the entire region, building on previous efforts that initially concentrated on mountain retreats. The hope is that by blending luxurious experiences with local authenticity, Friuli Venezia Giulia will attract a discerning global audience that appreciates the area’s natural beauty and rich cultural heritage.
Interview: Roberto Morelli, president of the Generali Convention Center
