The Italian National Tourist Board (ENIT SPA) recently welcomed a group of Australian tour operators to southern Italy for the ROOTS-in-Tourism event. The two-day gathering, which took place in the picturesque region of Basilicata, is one of the few international trade events dedicated to ancestry tourism.
The event, which attracted over 500 delegates from around the world, focused on promoting “roots tourism”—a growing trend where people trace their ancestral roots and heritage. The goal was to foster partnerships between international tour operators and Italian suppliers, creating tailored travel packages for visitors seeking to connect with their Italian heritage.
The Australian delegation included representatives from Entire Travel, Sun Island Tours, Italian Travel Bureau, and Italy Touring. As part of their experience, the tour operators participated in a pre-workshop famil (familiarization) tour across the region, visiting key destinations such as Matera, Policoro, Pisticci, Grottole, Miglionico, and Ferrandina.
The famil tour was packed with local cultural experiences, including honey tastings, a pasta-making class, and a visit to a traditional olive mill. The hands-on activities offered the operators a chance to immerse themselves in the local traditions and craftsmanship that make the region unique.
Emanuele Attanasio, the Australian and New Zealand country manager for ENIT, highlighted the importance of such tours in promoting visitor dispersal throughout Italy. He explained that these small regional destinations, which are often overlooked by mainstream tourists, attract travelers year-round, helping to reduce congestion in Italy’s busiest tourist hotspots. “They often visit small regions and travel year-round, which helps contribute to our mission of encouraging visitor dispersal across the country and across seasons,” Attanasio said.
This initiative is part of ENIT’s ongoing effort to expand Italy’s appeal beyond the typical destinations like Rome, Venice, and Florence. By tapping into the roots tourism market, the Italian National Tourist Board is not only fostering cultural exchanges but also supporting local economies in lesser-known regions of Italy.
With the growing interest in ancestry travel, this event underscores the significance of Italy’s rich cultural heritage as a key attraction for Australian travelers. By engaging with tour operators and showcasing the beauty and history of southern Italy, ENIT hopes to offer unique, personalized experiences for travelers seeking to connect with their ancestral roots.
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