The Italian National Tourist Board has joined the Association of Touring and Adventure Suppliers (Atas) to promote the country’s activity holidays to UK travel agents.
Flavio Zappacosta, head of UK and Ireland at the tourist board said: “Touring and adventure is one of the segments we want to highlight.
“We want there to be more awareness of Italy’s active holidays, from the Alps to the lakes and the sea – as well as our sustainability initiatives.
“Italy is famous for its city breaks, art and culture but we want to promote places that are less well known, plus more outdoor, active holidays.”
As well as snow sports in the winter, Italy offers activities such as trekking, rafting and cycling – and off-the-beaten track attractions such as the Marmore waterfall in Umbria.
There are plenty of tours which feature the country’s famous culture, art, food and wine offering, as well as pilgrim routes, such as the Via Francigena in Campania.
The country is regularly featured in films and TV shows, most recently with the BBC’s Anton and Giovanni’s Adventures in Sicily featuring Strictly Come Dancing pair Anton Du Beke and Giovanni Pernice.
Sicily also featured in the recent series of The White Lotus, and has been the location for filming for the latest Indiana Jones movie with Harrison Ford.
Matera in southern Italy hit the headlines in 2021 when it appeared in the latest James Bond film No Time To Die.
Zappacosta said Italy attracted 6.4 million visitors from the UK in 2019 and last year the number was almost six million.
“This year, the trend looks like we will be above 6.4 million,” he said.
“We have not noticed any signs of concerns about the rising costs of living affecting bookings yet.
“People have been fed up after being stuck at home for two or three years.”
Being a member of Atas means the tourist board can promote Italian touring and adventure options at Atas events such as the annual conference, which will be in Liverpool (October 10-11).
The tourist board is also working on an online training course which will soon be available for UK travel agents.
Zappacosta highlighted how the country is “super connected” to UK airports, with a host of flights offered by airlines such as British Airways and budget carriers such as Wizz Air and easyJet.
Claire Brighton, Atas account director, said: “It’s marvellous news that Italy has joined us to promote its wonderful range of adventure and touring holidays, and its sustainability credentials.
“We look forward to hearing about the country’s amazing activities and off-the-beaten track destinations.”
Photograph of cycling holiday in the Dolomites by Yevhenii Chulovskyi/Shutterstock