Our mission is to promote Italy as an inspirational, exciting and safe destination, and to bring this to life we implement a number of trade and press initiatives. We are proud to collaborate with the best in the travel industry and work collaboratively with private and public partners across the globe, including tour operators, travel agencies, journalists and influencers in order to inspire visitors to travel to Italy for the first time or discover somewhere new on a repeat visit.

Our remit is far reaching and focuses on promoting the unique aspects of each region as well as tourism experiences visitors can expect of anywhere in Italy including: our outstanding cultural heritage; world-class food and wine; beautiful natural environment; and a special kind of welcome only the people of Italy can extend to international visitors. Through marketing, press & PR and trade relations & partnerships we aim to increase the number of visitors, length of stay and spend from the UK and Ireland.

Our commitment to community, diversity and sustainability runs through everything we do.