Liguria is making waves in Northern Europe with its 2025 international tourism campaign, aiming to attract more visitors from key markets. The region’s presence at Vakantiebeurs 2025 in Utrecht, Netherlands (January 8–12) and its debut at TravelXpo 2025 in Lillestrøm, Norway (January 10–12), underscores Liguria’s growing appeal as a tourist destination. The region’s promotional efforts highlight its picturesque villages, lush landscapes, and stunning coastline, all while emphasizing sustainability and experiential travel.
Vakantiebeurs 2025: Strengthening Bonds with Dutch Travelers
The Dutch market has shown strong loyalty to Liguria, making it a crucial target for the region’s tourism initiatives. At Vakantiebeurs 2025, Liguria is showcasing its attractions at the ENIT (Italian National Tourism Board) pavilion, where co-exhibitors will hold over 50 B2B meetings with international buyers. This collaboration highlights the region’s historical villages, natural parks, and commitment to sustainable tourism.
Participants at Liguria’s Stand Include:
Municipality of Sanremo
Municipality of Diano Marina
Cultural Association Liguria Together (promoting Visit Lavagna and Welcome Liguria initiatives)
The fair, which attracted over 71,000 visitors in its previous edition, offers Liguria a prime opportunity to position itself as a top destination for Dutch tourists.
TravelXpo 2025: Liguria Enters the Norwegian Market
Liguria is making its first appearance at TravelXpo 2025, a key event for the Norwegian tourism market, which has shown a 5% increase in arrivals and 8% growth in overnight stays. The fair, focusing on both seasoned travelers and new explorers, will showcase Liguria as a destination for year-round outdoor activities, aligning with its growing popularity in Norway.
Exhibitors Representing Liguria at TravelXpo Include:
Oasi Boutique Hotel
Municipality of Genoa
Consorzio Tourist Comm Service
Liguria’s participation also ties into its designation as the European Region of Sport 2025, promoting its diverse sporting activities and stunning landscapes to visitors.
Sustainability and Experiential Tourism at the Forefront
Liguria’s promotional efforts place a strong emphasis on sustainability and offering authentic travel experiences. From eco-friendly accommodations to exploring UNESCO World Heritage sites, the region is positioning itself as a top choice for environmentally-conscious tourists.
A Bright Future for Liguria Tourism
By participating in these influential European events, Liguria is reinforcing its strategy of combining culture, adventure, and sustainability. These efforts are expected to strengthen ties with established markets and open doors to new ones, ensuring a promising future for the region’s tourism sector.
