Italy Special

On display in Lugano all the uniqueness of Italian tourism

A key opportunity for operators and institutions to present their area to the wider Swiss public

Each year, the organizing committee of the Swiss International Holiday Exhibition (Lugano, Nov. 1 to 3, 2024) strives to improve the event, which grows from edition to edition not only in the number of visitors, business opportunities and international collaborations, but also as a place where the new preferences of the important Swiss tourism market are outlined.

The 21st edition, in particular, marks a resurgence in the desire for vacations, and as Italy reconfirms itself as our visitors’ favorite destination, the show will give Italy a renewed and reorganized space to better present all the uniqueness of the peninsula.lia to Swiss tourists.

Why Italy?

Showcasing Italy’s tourism offerings means, yes, presenting traditional tourist destinations, but it also means focusing the attention of visitors on realities such as Italian villages that from mountains to coasts, lakes to cities captivate with their uniqueness and curated hospitality.

Therefore, not only traditional tourism but ample space for food and wine and cuisine, artistic and cultural attractions, slow tourism, active tourism and all niches in the sector that increasingly highlight the uniqueness of Italian territories and provoke sure interest in tourists by creating itineraries that allow them to enjoy theitalian style.

Why the Salon?

The Salon is the ideal meeting point for institutions, industry experts, decision makers, buyers, the public, television stations and the trade press. It represents an area that has Italy as its favorite tourist destination and a market that has availability and desire for vacation.

Lugano is the ideal setting for the event : it is a human-scale, efficient and sustainable city true expression of the world-famous Swiss Quality.

The organization creates all-inclusive exhibition packages for stress-free participation to allow the exhibitor to focus solely on presenting their services and products to the public.

Therefore, the Swiss International Holiday Exhibition is an ideal opportunity to raise the perception and desire for Italy to Swiss tourists.

Italy special: exclusive concessions

Each year, the Show’s presidency studies an exclusive package of facilities that it reserves, while supplies last, for a small number of selected operators to ensure that they can attend the show while enjoying major discounts.

Destinations eligible for this package are:

  • Exhibitors who found great appreciation from the trade show audience during and after their participation in the show

  • Prestigious tourist destinations appreciated and in demand by Salon visitors and Swiss travelers

  • Emerging locations that Salon visitors and Swiss travelers are looking at with interest or that the Organizing Committee has identified as destinations or types of tourism of definite interest

In particular, to select such destinations, the Show’s Organizing Committee uses important tourism marketing tools, including massive surveys during and after the show, market surveys, sophisticated software that analyzes online reputation, and makes use of valuable collaborations with prestigious international institutions.

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