LONDON — Italy has launched a redesigned 2,000-square-metre national pavilion at the World Travel Market (WTM) London 2026, combining immersive sensory exhibits with high-level culinary showcases to promote sustainable and regional tourism.

Organised by ENIT S.p.A. (the Italian National Tourist Board) under the backing of the Ministry of Tourism, the pavilion at ExCeL London hosts 23 regional and local partners under the unified ITALIA brand. Running from 3 to 5 November, the installation uses rounded architectural lines, scenic archways inspired by Italian ceiling frescoes, and interactive spaces to engage international travel trade trade professionals.

Immersive Design and Regional Representation

The space—spread across stands N2-240, N3-200, and N3-500—features four dedicated sensory rooms covering Italy’s coastlines, mountain ranges, art cities, and regional lifestyles. Each room integrates 3D displays, textured backdrops, soundscapes, and tailored scents.

At the center of the pavilion lies Piazza Italia, an open hub topped by circular hanging structures designed to represent hospitality and foster business networking. Over the three-day trade event, the space is hosting more than 10 presentation sessions showcasing updated regional travel products.

The pavilion brings together 15 regions and provinces—including Basilicata, Calabria, Campania, Emilia-Romagna, Friuli Venezia Giulia, Lazio, Liguria, Lombardy, Marche, Piedmont, Sicily, South Tyrol, Trentino, Tuscany, and Umbria—alongside key institutional partners such as the City of Rome, the City of Milan, the City of Genoa, the Como-Lecco Chamber of Commerce, the Republic of San Marino, Turin Alps, Turismo Torino e Provincia, and Visit Brescia.

UNESCO Gastronomy and Cultural Diplomacy

Food culture forms a core component of Italy’s press presentation, coinciding with live culinary demonstrations leading up to Italian Cuisine Week in the World. The cooking sessions showcase Italy’s culinary heritage, which is recognized on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity.

Featured chefs include:

• Enrico Derflingher: President of Euro-Toques Italia and former chef to the British Royal Family.

• Gianni Tarabini: Known for sustainable, farm-to-table culinary practices.

• Vincenzo Guarino: Specialist in combining modern culinary techniques with local, seasonal produce.

Strategic Focus on Regenerative Tourism and UK Market Growth

The delegation opened its proceedings on 3 November with a press conference titled “Reinventing Beauty: A New Era of Travel, Inspired by Italy.” The discussion focused on regenerative tourism—an approach designed to improve community well-being, support local heritage, and distribute travel flows beyond traditional hotspots.

During the conference, industry leaders highlighted the economic importance of international visitors, specifically from the United Kingdom.

“Italy’s answer to regenerative tourism and flourishing destinations is a heritage spread across the whole Country… In 2025, 7.1 million travellers from the UK generated 34.9 million overnight stays and €5.3 billion in spending, up 7.6%. Art cities are the top choice, accounting for 2.9 million travellers and €2.1 billion in spending.” — Gianmarco Mazzi, Tourism Minister

Addressing the trade audience, Gianluca Caramanna MP, Adviser to the Minister of Tourism for Institutional Relations, emphasized the strategy behind the joint exhibition:

“World Travel Market (WTM) is one of the most important international events in the tourism industry and a strategic opportunity to promote Italy’s entire range of destinations, including lesser-known places and small villages… By working together and joining forces, we have broken every record and achieved strategic goals that the government also shares and supports, such as spreading visitor flows more widely and increasing the average length of stay.”

Fabio Cassese, Italian Ambassador to the UK, noted the expansion of cultural and event-based travel initiatives:

“The UK is one of the most important markets for Italian tourism – the third largest by spending – and the bond between British travellers and Italy grows stronger every year… One of the most promising areas, and a key focus for us, is sports diplomacy and major events, starting with the America’s Cup, which will be held in Naples next year.”

Closing the press briefing, Ivana Jelinic, CEO of ENIT S.p.A., pointed to the role of experiential design in trade outreach:

“Every journey begins before departure, when an image, a story or a feeling draws us to a place. Our job is to make the most of that moment… Innovation allows us to tell Italy’s story in new ways, while immersive experiences connect visitors with places, their atmosphere and their stories. Beauty creates emotion, and emotion drives the desire to travel.”

Trade Information

Further details regarding regional announcements, itineraries, and presentation schedules from WTM London 2026 are published on the official portal at enit.it/en/enit-at-wtm-2026.