Italy eyes growth in India market

Italy is strengthening its engagement with Indian travel agents through targeted roadshows and sales missions to drive inbound tourism growth. ENIT is actively promoting weddings, MICE, and luxury travel from India, focussing on expanding regional tourism beyond traditional destinations, says Alessandra Priante, President, ENIT SPA.

TT Bureau

Italy has long been a favoured European destination for Indian travellers, with its rich cultural heritage, scenic landscapes, and world-class hospitality. Alessandra Priante, President, ENIT SPA, recently shared her insights on Italy’s strategy for the Indian market, highlighting the country’s growing appeal as a wedding and luxury destination, its commitment to promoting lesser-known regions, and the opportunities for collaboration with Indian travel agents.

Priante’s connection with India goes beyond business. Having visited Indian destinations multiple times, including Mumbai, Delhi, and Kerala, she has personally experienced India’s culture and Ayurvedic wellness offerings. “I absolutely adore India,” she said, adding that she is a “strong believer in Ayurvedic medicine.” Her admiration for India’s diversity translates into her professional outlook, where she acknowledges the unique travel preferences of Indian tourists.

Italy has emerged as a top choice for Indian travellers, particularly among younger generations. According to Priante, Indian tourists are drawn to Italy’s diverse cultural experiences, luxurious offerings, and breathtaking destinations. “Italy has shown to be one very important destination for the Indian generations, especially the new generations, the younger Indians,” she noted.

One of the biggest trends in recent years has been the rise of Indian weddings in Italy, with regions like Puglia gaining immense popularity due to high-profile weddings. “We became an event destination for Indians who tend to choose Italy to get married,” Priante emphasised.

Apart from weddings, Italy is also targeting Indian MICE tourism, ensuring that regions beyond traditional hotspots like Rome, Venice, and Milan are marketed effectively. “We are trying to cater groups as well from India, and I think we are marketing ourselves very well because of our diversity, our large culture, and the fact that we offer a lot of luxurious destinations,” she explained.

Italy is implementing a robust marketing strategy to attract more Indian travellers. Priante emphasised that the focus is on segmenting and promoting different regions individually while keeping them under the broader Italian tourism umbrella. While mainstream cities continue to be popular, ENIT is actively promoting regions such as Puglia, Sicily, and Lombardy. “We need to promote the inside. We don’t need to promote Rome, Florence, Venice, Naples, Milan, you know, everybody knows it,” she said.

In India, travel decisions are largely influenced by travel agents and tour operators, making them crucial partners in Italy’s promotional efforts. While ENIT does not have a dedicated strategy for travel agents, it integrates the private sector through Club Italia, an initiative that brings together various stakeholders, including tour operators, guides, and travel agents, under a single framework. “We cannot be selective. We are the state agency to promote Italy as a brand, so we cannot be selective,” Priante clarified.

While Italy currently does not have an ENIT office in India, Priante expressed hopes of reopening one soon, acknowledging India’s potential as a crucial outbound market. For Indian travellers, Italy offers a combination of cultural immersion, shopping, and gastronomic delights. Priante highlighted the top three must-do experiences: “Visiting world-renowned sites such as the Colosseum, Vatican City, and Florence’s Uffizi Gallery,” she said, adding that shopping and culinary experiences such as “truffle hunting in Piedmont to wine tasting in Tuscany” are also key attractions. As Italy continues to strengthen its presence in the Indian market, ENIT plans to enhance engagement through roadshows, sales missions, and Fam trips.