The brand Italy is a protagonist in the world thanks to ENIT S.p.A. and its strategic participation in industry fairs
2026 is a year rich in international appointments for Italian tourism, key stages for defining trends and routes in the sector. In this sense, fairs represent strategic moments to promote the brand Italy and position the country as an excellence destination for visitors and operators from all over the world.
The Italy System, with ENIT S.p.A. at the center of planning and promotion, takes the Peninsula “on tour,” organizing and participating in fairs in collaboration with Regions, Metropolitan Cities, Municipalities, Villages, and local communities. Participation in these events is not limited to exposure but constitutes a real networking moment where inter-institutional partnerships are created, relationships with private and public operators are strengthened, and the image of Italy abroad is enhanced, with a keen eye on the development of incoming tourism.
Promoting Italian tourist destinations in the national and international market, together with industry operators, is an absolute priorityof the Agency that encourages participation in fairs, workshops, and international markets, favoring those events where foreign demand is more significant, to ensure the maximum impact of tourism promotion.
For 2026, Italian fairs are organized into four macro-areas: Leisure, dedicated to leisure time, recreational tourism, and leisure activities; MICE, with events focused on meetings, incentives, conventions, and professional exhibitions; Luxury and Golf, for exclusive and high-end tourism; and finally institutional, true reference points for the Italian and international market. A series of significant events throughout Europe, from Latin America, the Middle East, and Asia, to bring Italy to the forefront of major international markets.
In addition to promotion, fairs constitute moments of discussion and technical updates, with workshops and conferences dedicated to innovations and emerging trends in global tourism. In this context, ENIT S.p.A. has the mission of stimulating a coordinated and synergistic programming of the Italian tourist offer, standardizing communication and promotional strategies at the national and international level.
Participating in these fairs means not only showcasing Italian excellences but also creating collaboration opportunities among operators, territories, and institutions, generating new employment prospects and consolidating Italy's positioning as a leading global tourist destination.
In detail, there are: 12 Leisure fairs, 4 MICE, 6 Luxury and Golf, and 2 institutional.
Leisure
Vakantiebeurs, Utrecht: January 8-11
FITUR, Madrid: January 21-25
EMITT, Istanbul: February 5-7
F.re.e., Munich: February 18-22
ITB, Berlin: March 3-5
WTM Latin America, São Paulo: April 14-16
ATM, Dubai: May 4-7
ITB China, Shanghai: May 26-28
Tourism EXPO Japan, Tokyo: September 24-27
FIT Latin America, Buenos Aires: September 26-29
IFTM, Paris: dates to be confirmed, September
WTM, London: November 3-5
MICE
M&I Expo, Abu Dhabi: April 14-16
IMEX, Frankfurt: May 19-21
IMEX America, Las Vegas: October 13-15
IBTM World, Barcelona: November 17-19
Luxury&Golf
FESPO, Zurich: January 29 - February 1
ILTM Latin America, São Paulo: May 4-7
ILTM Asia Pacific, Singapore: June 29 - July 2
PURE, Marrakech: September 8-11
IGTM, Cannes: dates to be confirmed, October
ILTM, Cannes: December 1-4
Institutional
BIT, Milan: February 9-11
TTG, Rimini: October 8-10
In an increasingly digitalized and globalized world, in-person meetings still make a difference, allowing for the building of direct relationships, establishing trust, and seizing opportunities that no digital platform can completely replace.
For information, bookings, and registrations for fairs and workshops, ENIT can be consulted at the site: https://clubitalia.enit.it
