In 2022, Italy developed a new Strategic Plan for Tourism 2023-27. The Plan is based on five strategic pillars:
The strategic pillars are declined into key issues defined by the Ministry of Tourism that include environmental conservation and climate change resilience; cultural heritage preservation and community involvement; diversification of the touristic offer both in time and space; and promotion of responsible travel behaviours.
Other major concerns addressed by the Plan are improving timeliness, quality and coherence of tourism statistics to complement and strengthen existing statistical approaches to support tourism policy making; strengthen digital tools and accessibility to improve tourists' travel experience; tacking tourism workforce issues; and collaborating with tourism stakeholders to implement the Strategic Plan.
To tackle these issues, Italy aims to establish a robust decision-making process between State and regional authorities to ensure swift action, even during emergencies. The Ministry intends to enhance tourism’s role in the economy by co-operating with other relevant Ministries, including those responsible for sport, culture, education, sea, environment, Made in Italy, economy, transports, and foreign affairs. To integrate tourism into the broader economy, the following strategies are being developed:
Italicares Project Platform, supported by the 2022 National Tourism Fund, which will promote a relationship between health and tourism
The 2023 law for Delegations to the Government on Policies in Favour of the Elderly, focused on ensuring and enhancing essential levels of social services and psychophysical health, while also promoting wellness tourism and encouraging slow, sustainable tourism for the elderly
National Sea Plan 2023-25 to help shape strategic and operational directives on maritime issues that affect tourism.
The Strategic Plan seeks to foster digital change in the tourism ecosystem and its supply chain, strengthening the value of networks through a process of sharing the best experiences and encouraging the transition from traditional to an innovative tourism model. This also includes adapting towards a circular model to achieve sustainable growth in line with EU Green Deal objectives. Additionally, the Plan also wishes to enhance Italy’s international reputation as a safe and inclusive destination by offering a diversified, resilient, and secure tourism experience. Finally, it also aims to promote lesser-known destinations year-round, reducing the effects of overtourism and ensuring long-term economic benefits.
Several initiatives have been launched to achieve these objectives. The tax-free shopping initiative lowers the minimum economic threshold to access the service, promoting Made in Italy products and supporting local craftsmanship, to boost the recovery of the national tourism industry and enhance Italy's international appeal.
The fund for sustainable tourism allocated EUR 5 million in 2023 and EUR 10 million in 2024 and 2025, to mitigate overcrowding, create innovative itineraries, and de-seasonalise destinations. The fund will identify intermodal routes using electric transport and support accommodation facilities and tourism businesses in obtaining sustainability certifications.
The fund to encourage and improve the professionalism and competitiveness of workers in the tourism sector, allocated EUR 5 million in 2023 and EUR 8 million in 2024 and 2025 to retrain existing personnel, provide training to new professionals and integrate senior professionals into the tourism market.
A memorandum of understanding with the Ministry of Internal Affairs addresses the transitional programming of entry flows for non-EU seasonal and non-seasonal workers, to reduce pressure on tourism recruitment issues. Additionally, a tax break for night shifts and public holiday work for tourism sector employees aims at renew interest in tourism careers, particularly targeting young workers.
Funds for small municipalities with a tourist vocation, amounting to EUR 10 million in 2023 and EUR 12 million in 2024 and 2025, finance projects in municipalities with fewer than 5 000 inhabitants. These projects focus on innovations in accessibility, mobility, urban regeneration and environmental sustainability.
An integrated digital platform, the Tourism Digital Hub, aims to support innovation and digitisation in Italian tourism businesses, and provide better information on the distribution of tourist flows. The platform will include the development of a data lake and artificial intelligence models to analyse user behaviour online.
Other initiatives include financial incentives through tax breaks, funds, and loans to support SMEs and encourage recovery and investments, a fund to enhance UNESCO touristic destinations and initiatives for the relaunch of mountain tourism through infrastructural adjustments, modernisation, and maintenance of cableway and snowmaking facilities, along with the promotion of mountain products. Participation in major events such as conventions, exhibitions, entertainment, and sports happenings is being prioritised to strengthen the Italy and Made in Italy brands worldwide.
