Italy increases focus on responsible travel

New #enjoyitalyresponsibly rolls out

Italia National Tourist Board is placing a greater emphasis on ‘responsible travel’ with a new hashtag aimed at heightening awareness of the need to take greater care for oneself as well as the environmental, cultural and historic landmarks.

Rolled out in September, the #enjoyitalyresponsibly tagline ties in with the global COVID-19 travel crisis, health and safety protocols and a need to respect the European country’s priceless artefacts. 

Recently, an Austrian tourist snapped the toes of a 200-year-old Antonio Canova marble statue of Napoleon’s younger sister, Pauline Bonaparte, as he posed for a photo at the Gipsoteca Museum in Possagno, while over-tourism has been a major concern for Italy’s “Floating City”, Venice, for many years.

Emanuele Attanasio, Italia National Tourist Board’s Manager for Australia and New Zealand, said Italy has always been one of the most desired destinations in the world, and with new health and safety measures put in place, visitors can experience authentic Italy safely from any risk of COVID-19.

“Although borders from Australia and New Zealand remain closed, Italy has opened its border to some non-European countries deemed safe, including Australia and New Zealand.”

“Health and safety remain a key priority for visitors coming to Italy with the aim to create a safe travelling experience,” Attanasio told LATTE.

St. Peter's Bascilica | credit: LATTE

The tourism board’s engagement with local audiences has seen the previous #traveltoitaly hashtag replaced with #enjoyitalyresponsibly across its social media channels since early September, along with the tourism authority’s social influencers.

“Once international travel restarts, the crisis will offer an opportunity to appreciate the charm and peculiarities that make Italy famous across the world, with exclusive access to places where you can experience traditions of a country famous throughout history following alternative paths of culinary and cultural interest.”

Hoping for an adventure when holidays restart? Experience Italy's spectacular landscape as you explore the great...

Posted by Italian National Tourist Board - Australia & New Zealand on Friday, 18 September 2020

One of Italy’s primary arrival gateways, Rome Fiumicino Airport, has also recently achieved the honour of the first “COVID-19 five-star Airport Rating” from the international airport industry ratings body, Skytrax. Known for its annual rankings of the world’s best airports, Skytrax developed the designation for airport hygiene in light of the COVID-19 crisis.

Despite being the busiest airport in Italy, Fiumicino Airport scored points for having easy-to-read signage in multiple languages, strict enforcement of mask-wearing, visibly present cleaning staff and efficiency due to the consolidation of all incoming and outgoing flights to a single terminal for easier tracking. Fiumicino Airport has also just become the first European airport to test departing passengers as part of an initial trial on flights to Milan.

Meanwhile, the Italia National Tourist Board is taking steps to position the country as a luxury destination heading into 2021. The bureau has become a partner of the 2020 Luxperience Virtual travel show. The organisation’s Marketing & Promotions Director, Maria Elena Rossi, will be sharing unique insights into destination Italy that will be handy for the travel industry to use when international travel resumes from this region. The session will be held from 4 to 4.45pm on Thursday 15 October 2020. Register here.

Lead image: The Colosseum, Rome | credit: Shutterstock

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