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'Lean on our specialists' expertise to sell Italy,' association urges agents

Operators
Ilaria Grasso Macola
9 June 2025

Agents have been urged to lean on specialist operators’ expertise and in-depth product knowledge to drive up sales, especially of destinations like Italy which have a highly diverse and well-established tourism offering.

Val D'Orcia, Tuscany, Italy

Abtoi has started getting closer to the travel agent community after noticing how much travellers crave expertise when booking a holiday (Credit: iStock/ Francesco Ricca Iacomino)

Lisa Leggate, chair of Association of British Travel Organisers to Italy (Abtoi), told TTG Abtoi was keen to get to know the travel agent better community after several members expressed their intention to work more closely with the trade.

Founded in 2001 to bring together Italy specialists from all corners of the UK, the organisation currently has 63 members, including the likes of Cox & Kings, Citalia, Inntravel and Kirker Holidays, as well as a number of smaller brands that may not yet be on agents’ radar.