Liguria is making a significant international statement at the World Tourism Event (WTE) 2025 in Rome, showcasing its esteemed UNESCO World Heritage sites. The event, held from September 25-26, 2025, at the historic Santo Spirito in Sassia complex, provides a prominent platform for the region to highlight its globally recognized treasures. These include the Palazzi dei Rolli in Genoa, a testament to the city's historical grandeur and architectural innovation during the Republic of Genoa's peak, representing an early European model of urban planning and public lodging. Also featured are the captivating coastal towns of Portovenere and the Cinque Terre, celebrated for their harmonious integration of human life and nature. The Parco del Beigua, a UNESCO Global Geopark, underscores Liguria's commitment to preserving its unique geological and biodiversity assets. The ancient art of dry stone walling, a vital element of the region's cultural heritage, is also being emphasized, highlighting Liguria's dedication to sustainable tourism practices.
Regional Councillor for Tourism, Luca Lombardi, articulated the strategic importance of participating in the WTE, stating that the event amplifies Liguria's international profile by spotlighting its unique UNESCO designations. The objective is to attract a discerning, year-round tourist demographic, thereby fostering economic vitality within the local tourism sector. This initiative aligns with a broader strategy to promote Liguria's diverse heritage, including its inland areas, as attractive destinations beyond the summer season.
A pivotal element of Liguria's presence at the WTE is a dedicated B2B workshop. This session is designed to connect approximately 50 international buyers, representing key markets such as the United States, Germany, and the United Kingdom, with 10 Ligurian tourism operators from its UNESCO-designated sites. This direct engagement is crucial for cultivating new business opportunities and confirming the sustained global interest in Liguria's distinctive cultural and eco-conscious tourism offerings.
The World Tourism Event, a significant international promotion initiative supported by various ministries and ENIT, is particularly resonant this year. Its relocation to Rome, coinciding with the Jubilee 2025 and the recent inclusion of the Via Appia in the World Heritage List, adds a layer of historical and spiritual significance to the event. While Rome prepares for the influx of visitors expected for the Jubilee, the WTE provides a focused platform for regions like Liguria to stand out. Councillor Lombardi concluded by underscoring that UNESCO recognition is both a powerful endorsement and a profound responsibility, necessitating effective communication, diligent protection, and sustainable accessibility of Liguria's invaluable heritage for generations to come.