H.E. Daniela Santanchè, Minister of Tourism of Italy, shared insights on Italy’s tourism sector during her session at Investopia Europe 2024, shedding light on the challenges and opportunities it faces in the wake of the pandemic. Santanchè emphasized the significance of tourism to Italy’s economy, noting its resilience despite the turbulent times. With 2023 marking Italy as the second most visited international destination, there’s a sense of optimism regarding the sector’s recovery.

Sustainability emerged as a central theme, with discussions revolving around the need to balance economic growth with environmental and social responsibility. Efforts to support sustainable tourism include initiatives like tax reductions and investments in sustainability funds, aiming to ensure the industry’s long-term viability.

Diversification and innovation are also key focal points. Santanchè stressed the importance of deseasonalizing tourism, recognizing Italy’s diverse offerings beyond traditional destinations. Embracing biking and open-air tourism, alongside leveraging culinary tourism, showcases Italy’s varied attractions and promotes inclusive experiences for visitors.

However, challenges such as over-tourism in cities like Venice and Florence underscore the need for thoughtful tourism management. Balancing the influx of visitors with preserving cultural heritage and quality of life remains a priority, necessitating strategic planning and collaboration between stakeholders.

Addressing logistical challenges, such as improving taxi services, highlights the importance of investing in infrastructure. Furthermore, revitalizing vocational and technical education ensures a skilled workforce to meet the evolving demands of the tourism industry.