tourism, participation in the Vakantiebeurs and Travelxpo 2025 fairs

The new year of tourism promotion of the Liguria Region on foreign markets starts again from Northern Europe, with participation in two of the main European tourism fairs: Vakantiebeurs 2025 in the Netherlands (8-12 January) and, for the first time, TravelXpo 2025 in Norway (10-12 January). Both events represent strategic stages, fundamental for enhancing the regional tourism offer, with a focus on sustainability, authenticity and experiential tourism.

Al Vacationers of Utrecht, Liguria aims to strengthen its ties with a market that stands out for its strong loyalty to the region and its large growth potential. According to data from the Regional Tourism Observatory, Dutch tourists represent a strategic segment that can be further enhanced through targeted initiatives. At the institutional stand of Liguria inside the ENIT area, each co-exhibitor had the opportunity to participate in over 50 B2B meetings with international buyers, presenting the peculiarities of our territory, from the villages to the green areas, up to the coast.

TravelXpo, on the other hand, marks the debut of Liguria in Norway on the occasion of one of the most important and strategic tourism events in Northern Europe. A B2C fair, therefore open to the general public of enthusiasts and the curious, in which it was decided to focus above all on proposals related to the outdoors, for a region that can be experienced in the open air 365 days a year. The Norwegian market, with a growth of +5% in arrivals and +8% in overnight stays, confirms itself as a very promising basin for Ligurian tourism.

The presence at the two events coincides with the first international “outing” as the European Region of Sport 2025, a recognition that Liguria has obtained for 2025. Through a dedicated QR code, present inside the stand, visitors can discover the sporting itineraries and unique landscapes of Liguria, with particular reference to the initiatives linked to the European Region of Sport.

«2025 began with the presence of the Liguria Region at the important tourist fairs in Utrecht and Lillestrøm – comments theRegional Councillor for Tourism Luca Lombardi – events of international importance that have recorded a very high number of visitors and not only professionals. We therefore continue the promotion of Liguria abroad in the wake of the data relating to foreigners in our region – from January to November 2024 we have recorded 7.252.571 presences of foreign tourists with an increase of 1,96% compared to the same period in 2023, and in particular of tourists coming from the Netherlands and Norway which are significantly increasing. The co-exhibitors present with the Region both at Vakantiebeurs and at TravelXpo represented the whole of Liguria, from Ponente to Levante, demonstrating the fact that by playing a good team game you are always a winner».

«Among the main objectives of our candidacy, which later became an appointment, “European Region of Sport 2025” there is certainly an increasingly effective promotion of Liguria in terms of sports and experiential tourism – declares theRegional Councillor for Sport Simona Ferro -. Italian and European citizens who visit our coast or our hinterland will have the opportunity to choose from a wide range of outdoor sports activities and more, thus enjoying a 360° experience of the wonderful Ligurian territory, capable of giving tourists truly unique views, paths and landscapes: ideal for doing sports and keeping fit».

Vakantiebeurs and TravelXpo are key events in the European trade fair landscape: Utrecht welcomed over 71 visitors and more than a thousand exhibitors last year, while Lillestrøm had 30 visitors and 450 international exhibitors. These numbers underline the prestige of these events and their importance for the development of regional tourism. With these two participations, Liguria confirms its commitment to promoting the excellence of the territory on an international scale, focusing on strategic markets and on the synergy between tourism, culture and sustainability.

At the Utrecht fair, the co-exhibitors present at the Liguria stand are: Municipality of Sanremo, Municipality of Diano Marina, Cultural Association Liguria Together (Visit Lavagna, Welcome Liguria).

At TravelXpo, instead, Liguria is accompanied by: Oasi Boutique Hotel, Municipality of Genoa, Consorzio Tourist Comm Service.