Umbria Best in Travel 2023 - Promotional activities for the North American Market

Umbria has been named one of 30 global destinations to visit in 2023 by Lonely Planet and is the only Italian destination included on this year’s list. The authoritative publisher of printed and online travel guides is a giant in the sector, with more than 10 million monthly visitors to its websites and 12 million followers across social media.

A delegation from Umbria will travel to accept the award in person at a ceremony in New York on 7 December, which will be webcast to an audience of millions. The visibility of the region will be further raised by branding displayed in public areas of the event, and by the use of exclusively Umbrian foods and wine for the aperitivo for participants, who include representatives of North American travel media and brands.

The action will be reinforced the following day with a meeting at the Enit headquarters in New York with representatives of Enit USA, intended to present Umbria as a destination to a select group of invitees. The objective is to leverage Umbria’s recognition as a top destination for culture, nature, history, sport and enogastronomy to a qualified audience.

Further activities are planned in the new year, in cooperation with ENIT, to promote and communicate Umbria to the North American market, one the most active in terms of foreign tourist flows to our region and having an above average spending capacity.

The Region entrusts tourism promotion activities to Sviluppumbria in implementation of the 2021-2022 Guidelines of the Umbria Region and with financial support from Actions 8.7.1 and 5.3.1. ERDF ROP 2014-2020, Line C.