winter season sports in Italy

Winter season forecasts show strong UK visitor numbers

News Travel & Tourism

The Italian National Tourist Board (ENIT) reports sports specialists are enjoying positive business from the UK ahead of early winter season opening on 4th December.

Maria Elena Rossi, ENIT marketing director said moves to encourage shifts in travel patterns were starting to bear fruit, with “short breaks increasingly becoming longer stays”.

Italy is forecasting a strong winter season as it targets a return to pre-pandemic UK visitor numbers by 2023, Travel Weekly reports.

Quality and sustainable travel

Speaking at World Travel Market, Rossi said a focus on driving more “quality and sustainable travel” to the country introduced prior to the pandemic would continue as borders reopen.

This will include more promotion of authentic experiences and destinations outside established city favourites. It also includes tapping into growing demand for outdoor activities and sports including cycling and golf.

Rossi said: “The winter sports regions and resorts are very confident and this market has always been a strong one for the UK. We are hearing the demand is there and they are ready to go.”

She added: “Next year will be a year of transition and we are not projecting a full recovery on a global scale before 2024; but from the UK we are very confident that by 2023 the numbers will be back.”

Trade marketing continued through pandemic

ENIT continued to engage in trade marketing and education throughout the pandemic.

Rossi said: “Developing more trade partnerships is central to our strategy and we are also working hard on training and education. Italy has never really been a low-cost destination so we are showcasing the authentic experiences you cannot get elsewhere.”

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