The Italian Market Breathes as TTG Travel Experience Brings Goods News

By Massimo Terracina

The 59th edition of TTG Expo (also of SIA and SUN) ended with an undeniable success in terms of attendance. It means that, in spite of the threat all around the world, from pandemic to war won't stop the desire to travel of Italians, and not only!

The 25% increase in visitors compared to 2021 edition, confirms the desire for recovery, the resilient vitality of a sector, tourism, that allowed the 2022 edition of the event with a figure in the sign of excellence.

The response of the global market present at the 59th edition of TTG Travel Experience, together with the 71st SIA and the 40th SUN, confirms that holidays are the new commodity.

Professional operators have resumed creating value, listening to the new expectations of travelers. The success of the just closed edition of the Italian Exhibition Group shows confirms that travel is an asset in which people believe, invest, hope, because it generates cultural enrichment, physical well-being, personal growth, so immediately and without constraints, "unbound" as it is pointed out by the theme chosen for 2022.

There is a desire to travel, to move, to meet, and this has decreed success also through the extraordinary media visibility of the appointment which, among radio, TV, online and offline media, has exceeded 260 million (!)gross contacts.

Thousands of foreign buyers from 50 countries, mostly from the USA, United Kingdom, Germany, the Netherlands, Spain, South America and Canada, decree their interest in cities of art, culture,  food and wine, active tourism and the luxury segment, in Italy. 

Travel agents and tour operators, among the stands of 60 foreign destinations, have found on the fairground the push for the next winter season fot the medium and long range, especially towards warm climates, as well as towards the Italian mountains.

With 2,200 exhibiting brands, the event is confirmed as the most important communication platform in Italy for tourism, benefiting from two factors. 

The first, concerns the decrease in overnights in accommodation facilities, frozen at -7% compared to 2019, thanks to the positive performance of the summer quarter (according to data provided by Federalberghi). 

The second, the "skin change" the tourism system has made in the post-pandemic, bringing new ways of enjoying the holiday to the attention of the travel and hospitality industry; above all, the phenomenon of "workation" that is the vacation based on the profile of the worker who moves his workplace to a different place.

From "southworking" which confirms the success of the regions of Southern Italy in the interest of foreign buyers, to the "daybreak" in European cities or the discovery of new itineraries based on the experience of food and the encounter with new cultures, and Jordan, country partner of TTG 2022, or Saudi Arabia the new demanded destination.

The ability of IEG to aggregate the professional community has made available over 200 events with more than 250 speakers hosted in the seven arenas available with topics of great interest and topicality. Use of digital technologies and the metaverse, space travel, Vision +23, the key event to learn about the new languages ​​of the market are just a small taste of the index.

SIA Hospitality Design was characterized by the entry, for the first time, of the outdoor tourism supply chain, increasingly closer to the hôtellerie in terms of supply standards and housing modules. A trend, that of the convergence between hotel hospitality and the world of camping and glamping, further confirmed by the collaboration agreement signed by IEG and FAITA Federcamping, which found an exhaustive representation of the exhibition The Ne[s]t´, dedicated to to the glamping segment.

SUN Beach & Outdoor Style, offered visitors a program full of news and trends for the sector. The award ceremony "Best Beach 2022, the oscars of Italian beaches" excelled the Lido Ficò in Marina Marittima, in Salento, it is the best bathing establishment of the summer 2022 and the Lido Addaura, in Palermo, was the best design structure.

The appointment for the entire Italian and international tourism industry is renewed for next year, from 11 to 13 October.