"Relations between Italy and Germany represent a fundamental pillar for our economy and, in particular, for the tourism sector. Germany is the first source market for travellers who choose Italy as their destination, and this is a tangible sign of the trust and appreciation that the Germans have for our culture, history and natural beauty. This was said by Tourism Minister Daniela Santanchè as she inaugurated the Italian pavilion promoted and organised by Enit at the Itb 2025 fair in Berlin together with Ambassador Fabrizio Bucci, Enit President Alessandra Priante, and Managing Director Ivana Jelinic. Italy was massively present, with 14 regions (Basilicata, Calabria, Campania, Emilia-Romagna, Friuli-Venezia Giulia, Lazio, Liguria, Lombardy, Marche, Piedmont, Apulia, Sicily, Tuscany, Valle d'Aosta) and 250 operators from both the public and private sectors.
'In 2024 we registered a significant increase in the number of German visitors,' the minister continues, 'and our intention is to continue to develop initiatives that can attract more and more tourists. Investing in tourism means investing in the future, and our commitment is to increasingly promote a welcoming, innovative Italy that is ready to meet the expectations of German travellers all year round. It is fundamental to strengthen these ties,' the minister concludes, 'not only for tourism, but also for the business opportunities that derive from it, creating a virtuous circle that will benefit both nations.
A high participation rate that allows our country to give wide visibility to its tourism offer in the framework of a great international showcase, as well as a platform for the exchange of knowledge and skills, which is about to experience a record edition with 165 countries represented.
In particular, Itb, one of the sector's most eagerly awaited annual appointments, will turn the spotlight on the significant growth of a number of key segments: from the cruise sector - which in Italy contributes €14.7 billion to the national economy - to technological tourism - in which the ministry invests in terms of digitalisation and innovation -, passing through the destinations of Southern Europe, Asia and Africa - destinations touched upon by Minister Santanchè in various international missions to consolidate tourism relations.
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