Interview with Alessandra Priante
President of the Italian National Tourism Authority (ENIT)
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Alessandra Priante
President of the Italian National Tourism Authority (ENIT)
Ms. Alessandra Priante is an economist with an outstanding international and diplomatic career. She was Director for Europe at UN Tourism, the first Italian woman to hold this position, leading 43 member states representing 51% of the global tourism market. During her tenure, she improved the satisfaction of member countries through dynamic projects, increasing the agency's financial contributions and excelling in the pandemic crisis through the World Tourism Crisis Committee.
A graduate of Bocconi University with two master's degrees, including an executive MBA, and fluency in six languages, Alessandra returned to Italy in 2015 after a diplomatic mission to the Persian Gulf to promote Italian cultural heritage. Upon her return, she repositioned Italy on international platforms such as the OECD and UNWTO, contributing to the formulation of strategic policies and governance reforms in tourism. She is also a professor and researcher at the Luiss Guido Carli University, with numerous publications and a great passion for music, art and cinema.
At UNWTO, where she was Director for Europe, she is remembered as a great professional, with great recognition among European member countries.
We are deeply grateful for your kindness and willingness to assist us. Let us also express our surprise at the news in March of your departure from UNWTO, now UN Tourism. We would like to know your perspective on your time at this organization: how do you evaluate your experience at UNWTO and where do you see this institution heading in the future?
My time at the United Nations World Tourism Organization (UNWTO) was an incredibly fulfilling chapter, aligning perfectly with my passion for tourism as a sector that fosters sustainable development and cultural exchange. As Director for Europe, I led the organization’s most significant region, encompassing 43 Member States and 51% of the global tourism market.
During this tenure, I prioritized strengthening public-private collaborations and delivering innovative, impactful projects that enhanced Member States’ engagement and satisfaction. Even amidst the pandemic, I helped position UN Tourism as a key player globally by driving initiatives such as the Global Tourism Crisis Committee and advocating for recovery campaigns like #RestartTourism, launched in Rome. I was also the initiator of a signature unicum: the global youth tourism summit, a first-time global platform dedicated to youth and tourism to shape a more sustainable future for all.
As the sector evolves, UN TOURISM should continue focusing on innovation, digital transformation, and inclusive strategies that bring all regions and stakeholders to the forefront of global development.
Your significant international experience gives you a unique strategic perspective on global tourism development. What do you consider to be the current state of tourism in Europe and the world, and what are the main opportunities and challenges facing the sector at the moment?
Global tourism has demonstrated remarkable resilience following the pandemic, with a significant return to pre-2019 levels and in some cases going above and beyond. In Europe, there is a noticeable surge in demand for cultural, gastronomic, and nature-based destinations, particularly from markets like North America and – recently - Asia. Globally, the greatest opportunities lie in diversifying tourism offerings and incorporating technological innovation to enhance visitor experiences and destination management. However, challenges such as overtourism in iconic destinations, adapting to climate change, and sustainability remain critical. Europe has the potential to lead in this transformation, combining its rich cultural and natural heritage with innovative strategies for responsible tourism.
What are the main strategies that the Italian National Tourism Board is implementing to promote tourism in Italy and attract international visitors in such a dynamic and unpredictable context?
ENIT is implementing a multifaceted strategy that focuses on key markets while leveraging digital technology and sustainability principles. On one hand, we are designing targeted campaigns to attract new traveler segments, such as younger generations and families. On the other hand, we are strengthening international partnerships with tour operators and digital platforms to amplify our reach.
A core aspect of our strategy is combating seasonality and promoting lesser-known destinations. By redistributing tourist flows, we not only protect Italy's iconic cities but also unlock economic opportunities for regions traditionally overlooked by international travelers.
Italy has some of the most popular tourist destinations in the world. What actions are being taken to ensure sustainable tourism and protect these iconic places from overcrowding?
Sustainability is at the heart of our tourism policies. ENIT encourages the adoption of green technologies and collaborates closely with local authorities and communities to implement practices that ensure responsible tourism management.
For instance, we support sustainable transportation options and encourage visitors to explore lesser-traveled routes that reveal the charm of Italy’s small towns, villages, and natural parks. This helps to alleviate pressure on famous destinations while introducing travelers to hidden gems that enrich their experience.
Italy is known primarily for its historic cities and gastronomy, how does ENIT seek to diversify the tourism offer and promote other lesser-known regions and experiences?
Italy offers so much more than its historical cities and renowned cuisine. From the majestic Alps to the sun-kissed coasts of Sicily, and the countless villages and rural areas in between, the country boasts an array of experiences that remain undiscovered by many international travelers. ENIT is actively promoting wine and culinary tourism, sports tourism, and wellness-focused itineraries. Additionally, we aim to attract a younger and more diverse audience with experiences that blend adventure, culture, and sustainability.
What role does rural tourism and tourism in small communities play in ENIT's overall strategy to promote economic development in less explored areas?
Rural tourism and local economic development Rural tourism is a strategic priority because it not only diversifies Italy's tourism offerings but also fosters employment and development in less-explored areas. Initiatives like the "Italian Villages" program and collaborations with regional governments are helping to bring these communities into the spotlight.
We are also encouraging investments in infrastructure and services that enhance the visitor experience while directly benefiting local economies.
Technology is rapidly transforming the tourism industry. How is ENIT adopting emerging technologies such as artificial intelligence or big data to improve the visitor experience?
ENIT is at the forefront of leveraging technology to enhance Italy's tourism sector. Emerging tools like AI play a transformative role in analyzing traveler preferences, personalizing experiences, and optimizing destination management. For instance, AI-driven solutions allow us to predict tourist flows, enabling better planning to prevent overcrowding.
This year, Italy hosted the first-ever G7 Tourism Ministers' Meeting with the theme of Tourism and Artificial Intelligence. This event underscored the significance of AI in addressing global challenges, from enhancing visitor satisfaction to supporting sustainability goals. By integrating AI into our strategies, we will not only improve the visitor journey but also empower local stakeholders with data-driven insights for smarter decision-making.
Italy has a unique cultural heritage, what are ENIT's plans to preserve this heritage while making it accessible and attractive to tourists from all over the world?
We are deeply committed to ensuring Italy’s unparalleled cultural heritage is both preserved and accessible to all. Accessibility is a cornerstone of the national tourism strategy, spanning infrastructure, information, and education.
We are all working to create barrier-free destinations, ensuring that all travelers, including those with disabilities, can enjoy seamless experiences. Equally important is making information accessible. Digital tools, multilingual platforms, and inclusive guides play a pivotal role in empowering diverse visitor profiles. Education also takes center stage, with programs designed to raise awareness among local communities and tourism professionals about the value of inclusivity. Accessible tourism not only fosters equality but also strengthens Italy’s position as a truly welcoming destination.
Gastronomy is one of Italy's main attractions, how are you promoting gastronomic tourism and what impact does it have on local economies?
Italy is a global leader in culinary tourism. We are fostering routes that connect travelers with local producers and authentic experiences, creating direct economic benefits for local communities. Our initiatives celebrate Italy’s world-renowned food and wine traditions while ensuring they remain sustainable and accessible.
Italy receives visitors from all over the world, but each market is different. How does your organization adapt to the specific demands of different markets, such as European, Asian or American?
Each market has unique characteristics, and ENIT tailors its promotional campaigns and tourism products to align with the cultural preferences of travelers from Asia, the Americas, and Europe. This approach, combined with partnerships with local operators, ensures a more personalized and effective outreach
What kind of support and resources does ENIT provide to local tourism entrepreneurs to help them compete in the global market and improve their services?
Supporting the private sector is fundamental to our Ministry’s mission and ENIT is at their side to implement the actions. Entrepreneurs, particularly in hospitality, play a key role in shaping the visitor experience and driving regional economies. However, the risks inherent in tourism investments—such as fluctuating demand—must be balanced by strong revenue prospects. To address this, ENIT provides market intelligence and promotional support, enabling businesses to attract international visitors. By fostering public-private partnerships and ensuring that investments are backed by robust revenue models, we help entrepreneurs thrive in a competitive global market.
Encouraging innovation, particularly in eco-tourism and boutique offerings, further empowers the private sector to deliver high-quality, memorable experiences.
What do you see as the biggest challenges facing the Italian tourism sector today, and how do you intend to address them in the coming years?
Tourism faces critical challenges, from managing overtourism and adapting to climate change to addressing labor shortages. A key focus area for tourism is education and training. Tourism, as the most human of all economic sectors, must be positioned as a serious career opportunity for the younger generation.
My academic background reinforces my belief in the transformative power of education. ENIT collaborates with institutions to design training programs tailored to current industry needs, from digital skills to sustainable tourism practices. By investing in human capital, we can ensure the sector remains dynamic and competitive, while also nurturing the next generation of tourism leaders.
More and more tourists are looking for long-stay experiences or even telecommuting from tourist destinations. What initiatives are you promoting to attract this type of visitor?
We are developing initiatives to attract remote workers, such as long-stay packages in rural regions and programs that combine work and leisure in inspiring environments. These efforts align with the growing demand for longer and more meaningful travel experiences.
How do you envision the future of tourism in Italy in the next decade, and what role do you see new trends and changes in travelers' preferences playing in that development?
The future of tourism in Italy will revolve around sustainability, innovation, and inclusivity. We aim to create a tourism model that respects local cultures and environments while maximizing economic benefits for communities. We have to leverage the tourism potential by creating a strong diversified set of offer, investing in quality and creating a dynamic tourism agenda throughout the year. It is key to foster the public-private cooperation mainly because we must focus on training and regain the trust of the workers who left the sector after the pandemic and engage more concretely with the younger generations.
We are convinced that Italy’s tourism will continue to lead globally, blending its timeless heritage with forward-thinking strategies that align with contemporary values and the aspirations of the next generation of travelers
Dear Ms. Priante, on behalf of the professionals and members of the Tourism and Society Think Tank, we would like to express our sincere thanks for the interesting interview granted. Your generosity in sharing your experience and vision has been deeply inspiring and enriching for our institution.
Likewise, Antonio Santos del Valle, President of the Tourism and Society Think Tank, would like to extend his personal gratitude and recognition for his outstanding professional career and commitment to sustainable development and innovation in the tourism sector. His participation is an honor that strengthens our initiatives and shared mission.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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