Emilia-Romagna Unveils International Tourism Growth Strategy at London World Travel Market
Emilia-Romagna has launched its latest international tourism campaign at the 46th World Travel Market in London. Regional leaders presented a growth roadmap centered on slow travel, UNESCO heritage sites, and an expanded aviation network.
Roberta Frisoni detailed the upcoming initiatives during an official press conference titled “Emilia-Romagna: roots and routes” at the ExCeL London Exhibition & Convention Centre.
Expanding Flight Connections and Cultural Anniversaries Set for 2027
To sustain this tourism momentum, the region is preparing an infrastructure boost. Frisoni outlined plans for more than 125 scheduled flight connections across four regional airports for the summer 2027 season, targeting travelers from the UK, Ireland, and broader European markets. This expanded accessibility aims to distribute international visitors more evenly across the territory’s diverse offerings, from the historic streets of Imola to the Adriatic coastline.
The regional delegation brought twenty local tourism operators to London, representing Visit Romagna, the Bologna-Modena Tourist Territory, and Visit Emilia. Their presentations highlighted upcoming milestones, including the 30th anniversary of Ravenna’s Paleochristian monuments earning UNESCO World Heritage status, alongside 30 years from the recognition of Modena’s cathedral, Torre Ghirlandina and Piazza Grande in 2027. Automotive heritage also takes center stage, featuring previews of the ninth annual Motor Valley Fest scheduled in Modena from May 6 to 9, 2027, as well as upcoming tributes marking 80 years of Ferrari and 20 years since the passing of Luciano Pavarotti.
Historical Attractions and Sports Tourism in Imola
Beyond culinary and artistic heritage, the region emphasizes outdoor and sports tourism, highlighted by Imola’s distinct mix of natural landscapes and automotive history. Imola features the Autodromo Enzo e Dino Ferrari, a racetrack that has hosted major motorsport events since the 1950s and serves as a site of pilgrimage for fans visiting the memorial of Brazilian driver Ayrton Senna. Visitors to the area can also explore the medieval collections housed within Sforza Castle, view rare artifacts at Palazzo Tozzoni, or experience local cultural events like the annual Baccanale gastronomy festival held each November.
The diplomatic mission in London opened with an exclusive gala event at the Italian Embassy titled “Ravenna the City of Mosaics – A Story that lives on.”
Frequently Asked Questions
What specific flight capacity is planned for the 2027 season?
Regional authorities have scheduled over 125 flight connections across four local airports for the summer 2027 season to accommodate demand from the UK and Ireland.
What major cultural and industrial anniversaries are scheduled for Emilia-Romagna?
The region is preparing to mark several milestones, including the 30th anniversary of Modena’s UNESCO recognition for its cathedral, Torre Ghirlandina and Piazza Grande in 2027, the 80th anniversary of Ferrari, and the 20th anniversary of Luciano Pavarotti’s passing.
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