Italy brings beauty to life once again at WTM London

What’s next for Italian tourism on the global stage will be unveiled in Piazza Italia, at the heart of a new space alive with sensory rooms, live cooking sessions and Italian gelato.

Italy returns to World Travel Market with a new look, ready to take its place among the leading destinations at this year’s event, held from 3–5 November 2026 at ExCeL London, in the UK, Italy’s third-largest international market by tourism expenditure, after Germany and the United States. The Italian stand (N2-240, N3-200, N3-500) will offer the international travel industry a glimpse of Italian tourism in the seasons ahead, in a space designed to greet trade professionals, media and other stakeholders with an embrace. Rounded forms and circular installations suspended above the stand express the warmth and hospitality of an Italian welcome. A series of theatrical gateways punctuates the visitor route, paying homage to the frescoed vaults of Italy’s artistic heritage and guiding visitors through the country’s extraordinary beauty. 

More than 2,000 square metres will provide the stage for 15 Italian regions to tell their stories: Basilicata, Calabria, Campania, Emilia-Romagna, Friuli Venezia Giulia, Lazio, Liguria, Lombardy, Marche, Piedmont, Sicily, South Tyrol, Trentino, Tuscany and Umbria.  They will be joined by the City of Genoa, the City of Milan, the Como-Lecco Chamber of Commerce, the Republic of San Marino, Roma Capitale, Turin Alps, Turismo Torino e Provincia and Visit Brescia. A varied programme of presentations will animate Piazza Italia, the central gathering place within this gallery of Italian splendour. 

Four immersive sensory rooms dedicated to coastal landscapes, mountains, cities of art and Italian lifestyle, transform each space into a window onto the country, featuring 3D installations, large-scale prints, textured sets, soundscapes and scents diffused into the air, creating an experience to enjoy with all the senses. 

Daily live cooking demonstrations will offer visitors to ExCeL London an early taste of the Week of the Italian Cuisine in the World celebrations. They will honour Italian cooking, inscribed on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. Cooking live on stage will be chef Enrico Derflingher, president of Euro Toques Italia and Euro-Toques International, whose famous risotto has even been served to the Royal Family; Gianni Tarabini, whose minimalist, sustainability-minded cooking draws on Italy’s farming heritage while embracing “gentle” innovation; and Vincenzo Guarino, whose cooking blends innovation and tradition, bringing out the best in local, seasonal produce through modern techniques. 

Visitors will also be invited to taste Italy through experiences featuring gelato rooted in the country’s artisan ice-cream tradition, and Italian aperitivos showcasing outstanding food and wine. 

The Italian stand will be officially inaugurated with the traditional ribbon-cutting ceremony, followed by the opening press conference, “Italy: Reinventing Beauty. A New Era of Travel, Inspired by Italy”, on Tuesday 3 November at 12 noon. The discussion will also explore regenerative tourism: with more UNESCO World Heritage Sites than any other country, and Italian cooking recognised on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, Italy offers a tangible example of this approach. International tourism is shifting its priorities towards “flourishing destinations”:  places where regenerative travel puts community wellbeing, ecological balance and local culture first. These themes and more will be addressed during the press conference.  

For detailed info and updates: https://www.enit.it/en/enit-at-wtm-2026

PROGRAMME 

TUESDAY 3^RD NOVEMBER 

• 12:00 Official opening of the ITALIA stand and press conference: “Italy: Reinventing Beauty. A New Era of Travel, Inspired by Italy” (Piazza Italia N3-200)
• 13:00 Italian Gelato Tasting (Area N3-500) 
• 13:00 Signature Cooking Demonstration with Chef Enrico Derflingher, President of Euro-Toques Italia and Euro-Toques International (Bar Area N2-240) 
• ·14:30 Emilia-Romagna: paths through history, steps towards the future. Villages, ancient routes, Ravenna’s UNESCO heritage and a new commitment to sustainable tourism.  Presented by the Emilia-Romagna Region (Piazza Italia N3-200) 
• 15:30 Piemonte Ski Experience: More Than Skiing. A World to Discover.  Presented by the Piedmont Region (Piazza Italia N3-200) 
• 15:30 Italian Gelato Tasting (Area N3-500) 
• 16:30 Presentation by Roma Capitale (Piazza Italia N3-200) 
• 17:00 Italian Aperitivo (Bar Area N2-240) 

WEDNESDAY 4^TH NOVEMBER 

• 10:00 Torino and Piemonte: an extraordinary setting for hosting events of all kinds.  Presented by Turismo Torino e Provincia (Piazza Italia N3-200) 
• 11:00 Connecting the world to Friuli Venezia Giulia: New gateways, new experiences, authentic Italian flavours. Presented by the Friuli Venezia Giulia Region (Piazza Italia N3-200) 
• 11:00 Italian Gelato Tasting (Area N3-500) 
• 12:00 The Tuscany You Need. Slow, Sustainable and Active Experiences Across Tuscany’s Territories. Presented by the Tuscany Region (Piazza Italia N3-200) 
• 13:00 Signature Cooking Demonstration with Michelin-starred Chef Gianni Tarabini  (Bar Area N2-240)
• 14:00 Milan and Leonardo. Presented by the City of Milan (Piazza Italia N3-200) 
• 15:00 Steve McCurry – Spirituality. A photographic journey through Umbria, shaped by encounters, reflection and shared perspectives. Perugia, 30/10/26-10/01/27.  Presented by the Umbria Region (Piazza Italia N3-200)
• 15:30 Italian Gelato Tasting (Area N3-500) 
• 16:00 America’s Cup. From Naples to the inland areas: a challenge for the whole region.  Presentation by the Campania Region (Piazza Italia N3-200) 
• 17:00 Presentation by the Lazio Region (Piazza Italia N3-200) 
• 17:00 Italian Aperitivo (Bar Area N2-240) 

THURSDAY 5^TH NOVEMBER 

• 10:00 Liguria Outdoor 365 - Experience the Italian Riviera all year round.  Presented by the Liguria Region (Piazza Italia N3-200) 
• 11:00 Presentation of the “Wonderful Italy” project, an exhibition celebrating the visual heritage of ENIT S.p.A. (Piazza Italia N3-200) 
• 11:00 Italian Gelato Tasting (Area N3-500) 
• 12:00 Genoa: Art in the City, Nature a Step Away. Presented by the City of Genoa (Piazza Italia N3-200) 
• 13:00 Signature Cooking Demonstration with Michelin-starred Chef Vincenzo Guarino (Bar Area N2-240) 
• 15:00 Giving Calabria a Voice. Presented by the Calabria Region (Piazza Italia N3-200) 
• 15:30 Italian Gelato Tasting (Area N3-500) 
• 16:00 Italian Aperitivo (Bar Area N2-240)