by InTrieste
In a year marked by heightened interest in European travel, Trieste has been named one of the top 10 trending global destinations for 2025 by booking.com. The recognition shines a spotlight on the city’s unique blend of history, culture, and natural beauty, as well as the broader efforts of the Friuli Venezia Giulia region to increase its appeal to international tourists.
“This result underscores the uniqueness of Trieste and reflects the hard work of both public and private entities in making our region a destination of choice,” said Massimiliano Fedriga, the governor of Friuli Venezia Giulia. “It’s not just a win for the capital city, but for the entire region, which has grown remarkably in terms of tourism and cultural recognition over the years.”
Once a vital hub of the Austro-Hungarian Empire, Trieste is now celebrated for its stunning architecture, rich history, and breathtaking views of the Adriatic Sea. Yet, as Fedriga emphasized, the city is just the beginning of what Friuli Venezia Giulia has to offer. The region is home to five UNESCO World Heritage sites, a wide range of summer and winter tourism options, and pristine, unspoiled landscapes that have been preserved for visitors to enjoy.
A Long-Term Vision for Tourism
The accolade is no accident. According to Governor Fedriga, it is the result of years of strategic investments and long-term planning by the regional government. “We have worked diligently to make this region recognizable at both national and international levels,” he said, referencing the region’s tourism brand, Io sono Friuli Venezia Giulia (I am Friuli Venezia Giulia), which has been a cornerstone of marketing campaigns aimed at boosting the area’s visibility.
As part of its promotional efforts, the region has invested in wide-ranging initiatives to enhance its tourism infrastructure, from improving seaside resorts to modernizing ski facilities. In addition to traditional hospitality, support has been extended to the burgeoning sector of short-term rentals and scattered hotels, a unique Italian accommodation concept that allows travelers to stay in individual homes while experiencing the local culture.
“These initiatives are proof of our commitment to making Friuli Venezia Giulia more attractive, not only to Italians but to a global audience,” Fedriga explained.
Building a Global Profile
To that end, Friuli Venezia Giulia has launched a series of high-profile campaigns aimed at raising the region’s profile internationally. Recent partnerships with prestigious European media outlets like The Times and major advertising displays in New York’s iconic Times Square are just part of the strategy. “Before we could tell the world about the beauty of our region, we had to make sure people knew where it was,” Fedriga noted.
The region’s collaboration with the National Italian American Foundation (NIAF) has also brought Friuli Venezia Giulia to the attention of travelers in the United States. Fedriga confirmed that the region will be prominently featured at the 2025 World Expo in Osaka, Japan, a further testament to its growing international allure.
Improving Access for Global Travelers
But increasing the region’s visibility is only part of the equation. A key component of Friuli Venezia Giulia’s tourism strategy has been to improve accessibility, making it easier for international visitors to reach this under-the-radar gem. The region’s main airport, Ronchi dei Legionari, has seen a marked increase in flights and passengers, thanks to newly established routes to key European destinations. These efforts have been bolstered by Friuli Venezia Giulia’s financial autonomy, which has allowed the region to negotiate directly with airlines to secure more connections.
Additionally, Friuli Venezia Giulia has established strategic partnerships in the cruise industry, drawing more large ships to dock at Trieste’s port. “The agreements we’ve signed have allowed thousands of tourists arriving by sea to experience the artistic, historical, and culinary treasures of our region,” Fedriga said.
A Growing Destination
As Trieste continues to rise on the global stage, it serves as a gateway to the broader Friuli Venezia Giulia region, which offers something for every type of traveler. From coastal resorts and mountain ski areas to historic towns and natural parks, this often-overlooked corner of Italy is quickly becoming a must-visit destination for 2025 and beyond.
With Trieste now officially recognized among the world’s top destinations, Friuli Venezia Giulia’s ongoing efforts to expand its tourism infrastructure and international profile seem poised to pay off, attracting even more visitors eager to explore this hidden gem of Italy.
