CNA Tourism and Commerce: “2024, Year of Italian Roots in the World” – An Opportunity Not to Miss
CNA Tourism and Commerce warmly welcomes the initiatives announced by Minister Antonio Tajani regarding “2024, Year of Italian Roots in the World.”
Projects that promote the deseasonalization of tourism have always been a priority for our association, and experiential tourism and roots tourism represent two rapidly growing segments with enormous potential.
A Pool of Over 80 Million Potential Tourists
According to our estimates, the potential audience for “roots” tourism exceeds 80 million people, to which are added the five million Italian citizens who live permanently outside the national borders.
The global rediscovery of one’s roots is fueling this phenomenon significantly: already today, over 13 million visitors to Italy can be classified as “roots tourists,” according to ENIT.
There were 5.8 million in 1997 and 10 million in 2018, demonstrating constant growth.
An Economic Impact of Well over 18 Billion Euros
The economic value of this form of tourism currently exceeds 18 billion euros, but the real impact is probably much broader.
The “roots” journey is not limited to simply visiting the family’s places of origin, but often translates into an all-round life experience.
“Roots” tourists are interested in discovering the country’s artisanal and agri-food excellence, investing in real estate or economic activities, and in some cases even renovating or buying houses in the villages of their ancestors’ origin.
An emblematic example is that of director Francis Ford Coppola, who opened a luxury hotel in Bernalda, Basilicata, the hometown of his grandfather Agostino.
An Opportunity for the Relaunch of Italian Tourism
The year 2024 represents an unmissable opportunity for our country to consolidate its role as a world leader in roots tourism.
The initiatives of the Ministry of Tourism, in collaboration with trade associations and local authorities, can contribute to:
- Promoting Italy as an ideal destination for “roots” tourism
- Enhancing the value of the country’s villages, museums, and internal areas
- Deseasonalizing tourist flows
- Supporting the local economy
CNA Tourism and Commerce is committed to collaborating with all the institutions involved in the creation of an effective and long-lasting program that will make 2024 a truly memorable year for Italian tourism.
Additional Points to Highlight:
- The “Roots of Italy” initiative is aligned with the growing global trend of heritage tourism and genealogical research.
- Italy has a rich cultural heritage and diverse landscapes that make it an ideal destination for roots tourists.
- The government’s support can help to promote Italy’s offerings to this niche market and attract more visitors.
Call to Action:
- Encourage Italian communities abroad to connect with their roots and visit Italy.
- Promote Italian businesses that cater to roots tourists.
- Support the development of new products and services for this growing market.
By working together, we can make 2024 a resounding success for Italian roots tourism!