by InTrieste
Friuli Venezia Giulia’s regional government on Friday outlined its strategic tourism plan for 2026–2028, highlighting steady growth in visitor numbers and a renewed focus on infrastructure, marketing, and year-round appeal.
Speaking at a press conference in Trieste, Governor Massimiliano Fedriga emphasized the importance of continuing strategies implemented in recent years. “The numbers are supporting us, and our goal is to bring together all the pieces we have built into a coherent program,” he said. “There is still room to grow in this sector, particularly in terms of tourist appeal. The campaigns planned for 2026 will take an important step forward in promoting Friuli Venezia Giulia internationally.”
Fedriga identified several priorities for the region, including diversifying tourist activity throughout the year, improving digital communication via web and social platforms, and leveraging artificial intelligence to enhance user experience. He also noted the need for consistent messaging across multiple platforms, including popular streaming channels.
“Continuing to improve our accommodation system in terms of both capacity and service quality is essential,” Fedriga added. “We aim to increase the length of stay for each visitor and attract travelers with higher spending potential, creating significant benefits for the region.”
Regional Tourism and Economic Development Councillor Sergio Emidio Bini highlighted the sector’s growth since 2019. “We have effectively reshaped the image of Friuli Venezia Giulia as a tourist destination,” Bini said. “In 2025, the region welcomed 11 million visitors, a 6 percent increase from the previous year and a 20 percent rise compared with 2019.”
Bini noted that investments in infrastructure have been key to meeting market demands. Recent initiatives, including a call for four-star or higher hotels, have drawn private investments exceeding €100 million.
The new tourism strategy emphasizes a shift in focus from the region to the traveler, recognizing that modern tourists seek experiences that align with their personal rhythms, desires, and values. The plan positions Friuli Venezia Giulia as a network of interconnected tourism ecosystems, where infrastructure, products, promotion, and communication work in synergy.
The 2026–2028 strategic plan identifies four main objectives: optimizing visitor flows, enhancing product quality and sustainability, integrating offerings and distribution channels, and orienting services toward travelers’ needs. To guide policy decisions and anticipate trends, the region plans to strengthen its data collection and analysis capabilities, providing continuous insights into tourism development.
