Italy Global Reps

Trade & Media Engagement

Trade engagement was robust, driven by major events and partnerships. Participation in BIT Milan (Feb 8–10) and Visit USA Forum (Feb 27) enabled direct engagement with agents, including 40 trained at the forum alone. A Going co-marketing webinar attracted 167 participants, with a follow-up event scheduled in Naples. Trade relationships remain highly relationship-driven, with ongoing itinerary development requests from operators such as Alashan Viaggi and Il Tuareg.

Media activity was equally strong, producing 38 articles across top outlets and reinforcing Southern storytelling themes.

Market Trends & Travel Demand

Italian travelers continue to prioritize immersive, experience-based travel, with strong interest in culture, heritage, music, and culinary tourism—well aligned with Southern U.S. strengths. The market is shifting toward year-round and off-season travel, with growing appeal for slower-paced itineraries.

Travel planning remains heavily influenced by travel agents, particularly for long-haul and complex itineraries, reinforcing the importance of continued trade education and relationship-building.

Key Takeaways & Next Steps

• Continue leveraging major trade events and in-market trainings
• Expand co-marketing programs with key Italian tour operators
• Prioritize agent education given strong reliance on travel advisors
• Promote multi-state, thematic itineraries (music, culture, civil rights)
• Maintain strong PR momentum through high-volume media placements
• Support itinerary development requests to convert trade interest into bookings

The approach integrates trade, media, and consumer strategies. Trade engagement includes expanding partnerships with key tour operators, delivering tailored training sessions, and enhancing U.S. South product representation in Italian catalogs. Media efforts will focus on lifestyle and travel publications, influencers, and broadcasters to showcase music heritage, gastronomy, and local traditions. Consumer-facing initiatives will use co-branded campaigns, digital storytelling, and themed events to drive awareness and intent.

Core messaging emphasizes Southern hospitality, regional diversity, and experiential travel. KPIs measure growth in trade training reach, increased tour operator offerings, and amplified earned media, ensuring the Southern USA maintains a strong competitive edge in the Italian market.