The 2025 Jubilee, “an unmissable opportunity” for Italy’s tourism visibility
ITB Berlin News caught up with the CEO of the Italian National Tourist Board (ENIT), Ivana Jelinic, to learn about Italy’s performance in 2024 and the tourism sector’s expectations for 2025, the year of the Jubilee in Rome.
How did the Italian tourism sector perform in 2024? What are your objectives for 2025?
In 2024, tourism contributed 10.8% of the GDP to the Italian economy and generated 13% employment. It is expected to reach 12.6% of the GDP by 2034, with an employment contribution of 15.7%. For this year we certainly hope to improve these trends.
What are the main events and attractions in Italy in 2025 that will help promote tourism throughout the year?
Above all, the Jubilee. It will be the protagonist of 2025 and at ENIT we realise this event is an unmissable opportunity for all of Italy. The spotlight is on Italy, which is already a leading destination for the events and congress sector.
What are the main priorities for tourists today? How is Italy adapting to meet these expectations?
Today’s tourists, especially those under 35, have expressed needs that we didn’t notice until a few years ago. A large percentage of travellers are willing to pay up to 10% more for their stay if it is sustainable. New forms of holidays are emerging, such as food and wine tourism, which has become popular worldwide over the last 10 years. Today Italy is able to offer visitors unique experiences in these emerging fields.
