Despite the total number of overnight stays easing slightly, Italy remains one of the key countries of origin for Berlin tourism. In 2016, Italy was again the target of intensive marketing activities. The segment of school and language trips is particularly robust and still continues to grow.
In 2015, Italy returned figures showing modest economic growth for the first time since the financial crisis in 2008. This trend to growth also continued in 2016, despite reversals such as the earthquake disaster.
visitBerlin’s marketing activities in Italy in 2016 included a product training course conducted in cooperation with Air Berlin/Etihad Airways for Airone and Fandytours, two of the leading tour agencies in Naples. In April, in a joint project with Air Berlin/Etihad and TWIZZ, we also presented Berlin to around 650 travel industry professionals at the Borsa Mediterannea del Turismo (BMT) in Naples. At the BMT, one main focus was on LGBT tourism. In October, together with the German National Tourist Board (GNTB), we also promoted Berlin as a tourism destination to around 5,000 visitors at the TTG Incontri in Rimini.