by InTrieste
The Friuli Venezia Giulia region is strengthening its ties with the North American tourism market, which has seen a 19 percent increase in visitors since the post-pandemic period. From October 21 to 24, PromoTurismoFVG, the region’s official tourism promotion agency, together with eight local operators, is participating in two industry events in New York and Toronto aimed at travel buyers.
Sergio Emidio Bini, the region’s councillor for Productive Activities and Tourism, emphasized that the initiative is part of an ongoing effort to maintain a presence in the North American market.
On October 21 in New York, PromoTurismoFVG and regional operators took part in the Italian Travel Workshop, meeting with around 70 American buyers and presenting the region’s tourism offerings. Nine dedicated B2B tables featured PromoTurismoFVG alongside local participants including the Convention and Visitors Bureau and DoubleTree by Hilton Trieste, the Sappada Dolomiti Consortium, Bikeandgo Travel, FunActive Tours, and three incoming travel agencies: Discover Friuli, Traveling Beyond Imagination, and Net – Esperienze a Nord Est. An information desk provided materials on regional attractions, and the day concluded with a tasting of Friuli Venezia Giulia wines.
“These activities are the result of relationships cultivated over time,” Bini said, referencing last year’s U.S. initiatives and a May 2025 educational tour in Friuli Venezia Giulia for American tour operators. The previous visits included stops in regional capitals and UNESCO heritage sites, as well as experiences of local culinary and wine offerings.
Following the New York event, the delegation will continue its North American mission in Toronto. Bini highlighted Canada as a particularly valuable market, noting the interest of experienced international travelers and the strong connections with the local Friulian community in Ontario, the largest in North America.
On October 23, PromoTurismoFVG and regional operators will participate as partners in the Italian Workshop at the Sutton Place Hotel in Toronto. The program includes B2B meetings with roughly 70 Canadian representatives, a presentation of the region, and a live cooking demonstration by Gianni Ceschia, a chef of Friulian origin and member of the Famee Furlane of Toronto.
The visit will also provide opportunities to engage with local Friulian communities. PromoTurismoFVG will attend the Gala Oaf Leak 2025 Charity Dinner, organized by the Famee Furlane, a cultural and social association founded in 1932 to preserve Friulian traditions. The gala will include an auction of signed sports jerseys from Udinese Calcio and regional basketball teams, with proceeds supporting charitable initiatives.
