The Third edition of the International Tourism Forum, promoted by the Ministry of Tourism in collaboration with ENIT S.p.A., is soon to be held. The event will be held on January 23 and 24, 2026 at the Ice Palace in Milan.
A rich program of meetings is planned that will feature institutions, trade associations, industry experts and stakeholders. Space will also be given to area administrators who will address the major critical issues in flow management.
The International Tourism Forum is a valuable opportunity for updating and comparison that aims at the development of a tourism proposal that is increasingly competitive but, at the same time, in line with modern needs, innovation and sustainability. The meeting thinks about the future but also about the immediate present, in order to foster a collaborative comparison that also looks at the great opportunities arising from the upcoming Milan-Cortina 2026 Olympics.
International Tourism Forum: the themes
At the center of the Milan meeting, in addition to seasonal adjustment and management of tourist flows, issues related toundertourism and the enhancement of lesser-known territories such as villages, inland areas, mountains and minor islands, considered strategic assets for a more balanced, sustainable and widespread development of Italian tourism, will emerge. Integrated promotion strategies between established destinations and developing territories will also be explored.
As stated by Minister Santanchè: “This edition will focus on the theme of undertourism with the aim of involving the mayors of small municipalities with a vocation for tourism. Analyses and strategies to promote lesser-known destinations and foster the exchange of best practices will be discussed.”
The two days of work will be moderated by Nicola Porro and Giancarla Rondinelli. Opening the Forum on Jan. 23 at 2 p.m. will be institutional greetings from Milan Mayor Giuseppe Sala, Lombardy Region President Attilio Fontana, Senate President Ignazio La Russa and Council Speaker Giorgia Meloni, via video link.
This will be followed by a keynote address by Tourism Minister Daniela Santanchè, who will outline the executive’s vision for the tourism industry over the next ten years, with a focus on innovation, competitiveness and rebalancing flows.
HERE the full program of the Forum.
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