by InTrieste
In recent years, Friuli Venezia Giulia, a region in northeastern Italy, has experienced significant growth in its tourism sector. Driven by substantial investments and innovative promotional strategies, the region has achieved unprecedented media visibility and economic success. From June to September this year, Friuli Venezia Giulia is anticipating 6.8 million tourist visits, marking a 3.2 percent increase from the same period last year. Visitor spending is expected to surpass one billion euros this summer, reflecting the region’s growing appeal.
The Regional Councillor for Productive Activities and Tourism highlighted these achievements during a recent hearing with the II Regional Commission. He presented an overview of the strategies, planning, costs, active projects, and operational management involved in promoting Friuli Venezia Giulia’s tourism for the current year and the upcoming triennium (2024-2026).
“Tourism is flourishing across the entire region,” the councillor noted. In the past year, tourist numbers have surged in former provincial capitals (+14.4 percent), coastal areas (+2.3 percent), mountain regions (+15.6 percent), and cultural sites, particularly UNESCO cities such as Cividale (+24.8 percent), Palmanova (+11 percent), and Aquileia (+3.2 percent).
This growth is attributed to a structured and integrated promotional campaign under the identity claim “Io sono Friuli Venezia Giulia” (I am Friuli Venezia Giulia).
The region’s strategic investment of 11.3 million euros includes funds for high-impact media campaigns. The most recent campaign, aired on major generalist television networks, reached an audience of 20 million viewers. These efforts are complemented by support for major events and traditional communication methods. Participation in trade fairs and sector events has strengthened relationships with major tour operators, particularly in key markets like Austria and Germany, while also reaching out to Eastern European countries and English-speaking markets.
A notable aspect of the region’s promotional strategy is the doubling of resources allocated to the Film Commission FVG. The film fund reached 2.4 million euros in 2023, resulting in an economic impact of approximately 38.5 million euros from productions in the region over the past year. The Rai TV series “Fiori sopra l’inferno,” filmed in Tarvisio, attracted 4.8 million prime-time viewers, enhancing the region’s visibility.
Additionally, new air connections to and from Friuli Venezia Giulia have played a crucial role in boosting tourism.
Strategically, the region has focused on enhancing its international recognition, exemplified by the creation of the first French guide to Friuli Venezia Giulia and the first English guide by Lonely Planet. Efforts to promote off-season tourism have yielded positive results, with a 30 percent increase in winter visits to Lignano and a 42 percent rise in summer lift ticket sales in mountain areas. A significant upcoming challenge is Gorizia 2025, where the city will serve as the European Capital of Culture, aiming to enhance cross-border tourism offerings.
Looking ahead, the region plans to explore new markets, including the United States and the United Kingdom, while continuing to target traditional areas such as Triveneto, Germany, Austria, and Eastern Europe. The development of sustainable experiential tourism linked to outdoor activities remains a priority, reflecting the growing demand among visitors.
As Friuli Venezia Giulia’s tourism sector thrives and sets new benchmarks for regional growth and international appeal, a question arises: Will the region still be able to enjoy the stress-free life that comes with being tourist-free?
