From the French market to a global spotlight: The Genoa 2026 Strategy

The Municipality of Genoa has approved the city’s participation in the "10 Comuni" (10 Municipalities) project for 2026, renewing its partnership with the Italian Chamber of Commerce in Nice. The goal is to solidify the city’s position as a premier year-round tourist destination while strengthening ties with the French market, which remains one of its primary proximity basins.

The agreement, proposed by the Councilor for Tourism and Trade, Tiziana Beghin, involves an investment of €36,600 funded through the tourist tax. This initiative is part of the broader "Pact for the Strategic Development of Tourism in Liguria."

Through this project, the Chamber of Commerce in Nice functions as a detached "tourist office" based in France, tasked with promoting Genoa through targeted communication campaigns, media outreach, participation in industry trade fairs, and institutional relations.

2026 will be a pivotal year for the city’s international appeal, with a strategy centered on two world-class events: the 20th anniversary of the UNESCO recognition of the Strade Nuove and the system of the Palazzi dei Rolli, as well as the "Van Dyck the European" exhibition, hosted at Palazzo Ducale starting March 20th.

According to Beghin, this represents a strategic investment in a growing French market, ensuring Genoa receives constant and high-quality visibility while reinforcing its image as a capital of culture and beauty to be experienced in every season. Over the years, the "10 Comuni" project has already proven effective in capturing tourist flows from France and will continue to provide the city with a prestigious showcase within the European tourism landscape.

With this decision, Genoa is not merely promoting itself; it is investing with vision in its future, strengthening a strategic bridge with France and consolidating its international identity.

Edited by Anxhela Tota