On the Cusp of a New Era

A LAND OF TIMELESS BEAUTY, rich history, and unparalleled cultural heritage, Italy has long captivated the hearts and minds of travellers worldwide. Now, as the Italian National Tourist Board (ENIT) welcomes its new president, Alessandra Priante, the country's tourism landscape stands on the brink of a new era.

Priante steps into the role at a pivotal moment, backed by a robust career that boasts a wealth of national and international experiences. She previously served as the director for Europe at the UNWTO, the United Nations agency responsible for global tourism, being the first woman and first Italian in the agency's history to hold such a prestigious position.

Additionally, until October 2019, Priante held the position of head of international relations and protocol at the MIPAAFT, where she skillfully managed the transition of tourism policies from the Ministry of Cultural Heritage to the Ministry of Agricultural, Food, Forestry, and Tourism Policies.

With her recent appointment, Priante has outlined several key priorities that includes the promotion of sustainable and responsible tourism, the development of innovation and digitisation of the tourism sector, the enhancement of training for tourism operators, and the valorization of the Italian cultural and environmental heritage.

Edited excerpts:

Congratulations on your recent appointment as the President of ENIT — Italian State Tourist Board. What added value do you wish to bring to Italy from your previous experience?

Well, firstly I've been fortunate to serve as the director for Europe at the United Nations Agency for Tourism (UN Tourism), for nearly five years — a role that has been incredibly inspiring and enriching. Now, I'm eager to leverage the invaluable insights and experiences gained from my time there to contribute to the growth and prosperity of my own country. I’m committed to ensuring that Italy thrives and maintains its status as the number one destination in the world in the desires of travellers all over the world.

What would your long-term goals be as the President of ENIT?

Primarily, my objective is to infuse my expertise into refining our strategy. As the operational arm of the ministry, we align closely with our minister's vision and the overarching strategy of our department. Italy's tourism sector is well-established, leveraging our inherent strengths. However, our focus now lies in diversification, innovation, and product enhancement. By intensifying training efforts and targeting key markets like Asia and Middle East, we aim to increase tourism flows to Italy all over the year.

Can you name the three main strategies of Italy as a tourist destination?

To delve beyond the typical holiday experiences and move away from the bustling capital cities that most travellers visit, we aim to curate an internal offering that highlights the charm of boutique villages and lesser-known destinations across the region. Our focus is on creating experiences that exceed expectations, showcasing the unique culture, landscapes, and activities these hidden gems have to offer.

Moreover, we recognise the importance of the human element in tourism. At its core, tourism thrives on connections between people, whether it's locals sharing their traditions or travelers forming bonds with each other. We're committed to fostering these connections, ensuring that every interaction enhances the overall experience and contributes positively to the local economy and community.

Italy has always been a prime destination for Middle Eastern travelers. How is it aiming to increase tourism flows from GCC countries?

— kushmita@khaleejtimes.com