BIT Report: Liguria Consolidates Tourism Success and Looks Toward 2026 Challenges

The 46th edition of BIT (International Tourism Exchange) recently concluded, with Liguria—and Genoa in particular—once again standing out for its dynamism and innovation. On this occasion, Genoa was selected as one of the ten cities awarded the "Luminous Destinations" prize by VisitItaly, a recognition that celebrates cities capable of blending identity, sustainability, and urban regeneration. The Councilor for Tourism, Tiziana Beghin, emphasized that being a "Gem Destination" means understanding that contemporary travelers seek the authenticity that Genoa possesses in abundance.

Participation in BIT represents a strategic choice aimed at consolidating the region's position within the international tourism landscape. It also provided the opportunity to present the results achieved throughout 2025. The Vice President of the Liguria Region with responsibility for Sport, Simona Ferro, and the Councilor for Tourism, Luca Lombardi, illustrated data processed by SG Plus, highlighting how the title of "European Region of Sport 2025" had a significant impact on visitor numbers.

During the year, an increase of one million arrivals was recorded compared to 2024. Furthermore, direct visitor spending—including athletes, delegations, spectators, and operators—exceeded 50 million euros, covering accommodation, catering, services, and taxes. This result confirms the ability of sporting events to generate widespread economic benefits and activate strategic supply chains for the region's competitiveness.

The event concluded with the forecast of another year rich in appointments, starting with the 20th Anniversary celebrations of the UNESCO recognition of the Palazzi dei Rolli and the inauguration of the exhibition "Van Dyck the European" at Palazzo Ducale, through to the spectacular camellia bloom at the Villa Durazzo Pallavicini Park. By consolidating the city's image as a cultural and creative hub of national and international importance, these events not only enhance the destination's overall attractiveness but also act as a catalyst for new opportunities for operators, investors, and stakeholders interested in the region's growth.

Edited by Ada Cardani