by InTrieste
Friuli Venezia Giulia’s regional tourism campaign took center stage at the International Tourism Exchange (BIT) in Milan this weekend, drawing large crowds to its dedicated stand and signaling the region’s increasing appeal to both domestic and international travelers.
Sergio Emidio Bini, the Regional Councillor for Productive Activities and Tourism, visited the stand and highlighted the region’s growing recognition, as well as its ambitious plans for further growth. “The ‘I am Friuli Venezia Giulia’ stand at BIT opened with great success, marking the increasing visibility and attractiveness of our territory. Our goal for this year is to continue along this path, investing in promotion, major events, and improving both services and hospitality infrastructure,” Bini said.
A key initiative announced was the release of a new funding call by the end of the year, aimed at encouraging the development and renovation of four-star or higher hotels in the region, with an initial budget of 5 million euros. This initiative comes after the allocation of an additional 5 million euros through the latest Stability Law to support the creation or renovation of upscale accommodations.
Unlike previous funding programs that focused on mountain regions, the new initiative will cover the entire regional territory. “This will improve what we are able to offer the many visitors, especially international ones, who choose Friuli Venezia Giulia as their vacation destination,” Bini noted. He also pointed to the potential of the upcoming Go!2025 program, a cross-border event launched in collaboration with neighboring countries, which Bini expects to boost the region’s tourism even further.
A prominent feature of the Friuli Venezia Giulia stand at BIT this year was the focus on Go!2025, with a special section dedicated to Gorizia. The display included an informational corner in partnership with the Carigo Foundation and interactive augmented reality headsets to help visitors experience the city’s history.
Feedback from exhibitors at the fair was largely positive, with growing interest from tour operators in outdoor tourism and nature-based activities, as well as events tied to the European Capital of Culture designation. “There is a strong interest in these areas, and the region’s appeal continues to grow,” Bini remarked.
Tourism figures also indicate positive trends for Friuli Venezia Giulia. Bookings for summer 2025 are already up, especially for June, with Austrian and German visitors leading the way in early reservations. Bini highlighted that Austrian tourists had booked four times as many stays as Italians, while German visitors had tripled their reservations compared to Italian tourists.
BIT, which runs through February 11, is one of Northern Italy’s leading tourism trade fairs. The event is attracting a wide range of exhibitors, with 17 regional businesses showcasing their services at the Friuli Venezia Giulia stand, including hotels, vacation resorts, and outdoor activity providers.
In addition to the tourism announcements, the Councillor’s visit to BIT also featured the announcement of the return of the “Bobo Summer Cup Padel” event in Friuli Venezia Giulia. The event will take place from August 1 to 3, with the final in Lignano Sabbiadoro. This amateur padel tournament will see former football stars, including Christian Vieri, competing against their fans. The event, which attracted thousands in 2023, also has a charitable component, supporting research for type 1 diabetes and families affected by the condition.
The Councillor’s visit concluded with participation in two food and wine events, organized in partnership with Fabrizio Nonis and El Bekér, which showcased regional specialties like frico and gulasch.
As Friuli Venezia Giulia continues to invest in its tourism infrastructure and promote its cultural and natural offerings, the region is poised to attract even more visitors in the coming years, positioning itself as a key destination in Italy’s tourism landscape.
