by InTrieste
Friuli Venezia Giulia is looking to a year of cultural events and improved air connections in 2027 to attract more international visitors, with Pordenone’s designation as Italy’s Capital of Culture expected to play a central role in the region’s tourism strategy.
Sergio Emidio Bini, the regional minister for productive activities and tourism, outlined the plans Thursday during a video address to a tourism industry panel at TTG Travel Experience, a business-to-business tourism fair held in Rimini from Oct. 14 to 16.
The event, organized by PromoTurismoFVG, the region’s tourism promotion agency, focused on two major appointments scheduled for 2027: Pordenone’s year as Italy’s Capital of Culture and Connect Aviation, an international forum on the development of air routes, which will take place in Trieste in February.
More than 100 local initiatives have already been planned in Pordenone for its cultural program, Bini said, adding that the designation could increase the city’s visibility and attract visitors from Italy and abroad.
Regional officials also pointed to Gorizia’s experience as a potential model. The city shared the title of European Capital of Culture with Nova Gorica, Slovenia, in 2025, a year in which tourist stays in the area increased by 25 percent compared with the previous year, according to the regional government.
The 2027 initiatives are intended to strengthen the region’s international profile, improve accessibility through expanded air connections and promote its cultural heritage, particularly in the Pordenone area.
At this year’s TTG fair, Friuli Venezia Giulia presented its tourism offer under the regional brand “Io sono Friuli Venezia Giulia,” with a record 38 local tourism businesses participating in the institutional stand.
Bini said the stand attracted an unprecedented number of contacts with travel agencies and tour operators from Italy and abroad during the three-day event. He attributed the interest to the region’s recent tourism growth and the coordinated efforts of public institutions and private operators.
He said the next challenge would be to reach new markets, attract additional visitors and improve the quality of tourism services and hospitality.
The region is seeking to position itself as a destination offering a broad range of experiences, from the Adriatic coast and Alpine landscapes to historic towns, cultural attractions, local food and wine, and outdoor activities.
Tourism operators attending the fair expressed interest in Friuli Venezia Giulia as a destination that remains relatively unfamiliar to some international travelers, according to the regional tourism agency.
Officials said the region’s geographic accessibility and variety of attractions could help it compete in an increasingly crowded tourism market.
Despite the growing role of digital platforms in travel, the fair also underscored the importance of in-person meetings and direct relationships between tourism businesses, agencies and tour operators in developing new partnerships.
Regional authorities and industry representatives said they intended to continue working together to strengthen Friuli Venezia Giulia’s position in domestic and international markets ahead of the major events planned for 2027.
