by InTrieste
Friuli Venezia Giulia showcased its cultural and tourism offerings this week at the Milan International Tourism Fair (BIT), featuring a panel discussion with the region’s governor, Massimiliano Fedriga, regional councillor for economic activities and tourism Sergio Emidio Bini, Il Giornale editor Tommaso Cerno, and television personality Samira Lui.
Ms. Lui, known for her role on the Italian game show La ruota della fortuna, was chosen by PromoTurismoFVG as an ambassador for the region. Speaking at the event, she described the role as a personal honor, emphasizing her lifelong connection to Friuli Venezia Giulia. “When I talk about Friuli Venezia Giulia, I do it with love,” she said. “It is my home, and I am proud to share it with the world.”
Governor Fedriga highlighted the region’s ongoing efforts to raise its profile in Italy and internationally. “Year after year, we are promoting our territory by telling its story,” he said. “Our first challenge was simply making people aware that we exist. Our campaign, ‘Io Sono Fvg,’ reflects a deep attachment to our roots and offers a tourism experience that focuses on slow travel and discovering the unique aspects of our region—something different from mass tourism destinations.”
Councillor Bini noted the strong public interest in the region’s exhibition space at BIT. “Once again, our stand attracted significant attention,” he said. “It shows that our promotion strategies—from advertising campaigns to integrating our cities into video games like Fortnite—are effective.”
Fedriga also indicated plans for a new communications strategy that will combine elements of reality and imagination to further engage audiences, saying that details would be revealed soon.
In addition to the panel, Fedriga, in his role as president of the Conference of Regions and Autonomous Provinces, attended the presentation of the third edition of the Coppa Italia delle Regioni di Ciclismo 2026, also held during BIT.
