#BTM Italy 2026 - Industrial tourism in Italy. Certainty of rules, emerging markets and human capital

Italian tourism is not just a cultural and recreational phenomenon: it represents today a fundamental lever of industrial policy, capable of influencing competitiveness, territorial development and international attractiveness. This was the central theme of the panel “Tourism as industrial policy: competitiveness, territories and markets”, held yesterday as part of BTM Italy 2026, which highlighted how the sector can transform into a driver of economic growth and innovation for the country.

According to ENIT's CEO, Ivana Jelinic, the clarity of rules is essential to attract investments: “We need to have clear, certain and easily applicable rules, otherwise we risk discouraging the investors that the tourism sector so desperately needs.” Under the firm guidance of the Ministry, ENIT consolidates Italian leadership in strategic segments, continuing to support mature markets while also looking at emerging markets such as Indonesia and the United Arab Emirates, which are experiencing double-digit growth.

The event also emphasized the essential link between tourism and territories. Enhancing local destinations and building integrated supply chains are strategic tools for developing sustainable and competitive tourism, capable of attracting investments and new flows of visitors. As ENIT's CEO explained: “We are leaders in several segments and continue to support mature markets, but we also seek to diversify into emerging markets.”

In a constantly changing global market, the competitiveness of the Italian tourism offer cannot disregard the quality of human capital. Continuous updating and high-level training are no longer an option, but a strategic necessity to face the dynamics of the sector. Competitiveness is not only measured by visitor numbers or tourist flows, but also by the ability to innovate, digitize services and strengthen human capital. The quality of skills, continuous training and the adoption of advanced technologies are today essential elements to support Italy's position in global markets.

Tourism as industrial policy cannot disregard the enhancement of territories. Each Italian region has unique potential that must be preserved and made attractive through integrated and sustainable strategies. From cultural tourism to food and wine tourism, from the sea to the mountains, intelligent management of territories allows for the creation of local production chains and widespread employment opportunities.

An industrial approach also means investing in infrastructure, services and promotion, but with an eye on sustainability: the protection of the environment and the enhancement of cultural heritage become competitive levers, capable of attracting quality tourism, sensitive to social and environmental responsibility.

The growth of Italian tourism passes through a balance between consolidating traditional markets and opening up to new emerging markets. ENIT aims to strengthen its presence in mature markets, where Italy is already a leader, but also to diversify towards rapidly growing countries, creating investment opportunities and increasing the visibility of the “Italy” brand globally. Market diversification is not just a commercial strategy: it is an element of economic resilience, allowing for the mitigation of risks and the exploitation of new trends in international tourism, from cultural experiences to sustainable luxury, to digital and connected tourism.

A competitive sector cannot disregard qualified human capital. The quality of training, digital and managerial skills, and the development of soft skills are determining factors for offering excellent services and strengthening the country's international position. In this sense, Italy is investing in the creation of National Strategic High Training Centers for tourism, with the aim of training professionals capable of leading the sector towards global standards of quality and innovation.

Marina Lalli, President of Federturismo Confindustria, emphasized: “The sector continues to face structural challenges related to the shortage of qualified personnel, the need to update skills, and the digital and sustainable transition. Federturismo has seen these challenges as an opportunity, successfully participating in the call promoted by the Ministry of Tourism.”