LONDON — Italy is returning to World Travel Market (WTM) London with a completely reimagined presence, highlighting the future of Italian tourism on the global stage. Scheduled for November 3–5, 2026, at ExCeL London, the country’s showcase arrives as the UK maintains its position as Italy’s third-largest international market by tourism expenditure, following Germany and the United States.
Designed to offer a warm, welcoming embrace to trade professionals, media, and industry stakeholders, the expansive Italian stand spans more than 2,000 square metres. Rounded architectural forms, circular suspended installations, and theatrical gateways—paying homage to Italy’s frescoed artistic heritage—guide visitors through the country’s diverse offerings.
A Collaborative National Showcase
The massive pavilion brings together 15 Italian regions to share their stories:
- Basilicata
- Calabria
- Campania
- Emilia-Romagna
- Friuli Venezia Giulia
- Lazio
- Liguria
- Lombardy
- Marche
- Piedmont
- Sicily
- South Tyrol
- Trentino
- Tuscany
- Umbria
They are joined by institutional and local partners including 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. At the heart of this gallery lies Piazza Italia, a central gathering space hosting a packed schedule of presentations and events.
Immersive Sensory Rooms and Culinary Mastery
To engage visitors beyond traditional exhibition formats, the stand features four immersive sensory rooms dedicated to coastal landscapes, mountains, cities of art, and the Italian lifestyle. These spaces combine 3D installations, large-scale prints, textured sets, soundscapes, and ambient scents to create a multi-sensory journey.
Culinary traditions take center stage through daily live cooking demonstrations that preview the Week of the Italian Cuisine in the World, honoring Italian cuisine’s status on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity. The live cooking lineup features:
- Chef Enrico Derflingher, president of Euro-Toques Italia and Euro-Toques International, whose signature risotto has been served to the Royal Family.
- Gianni Tarabini, known for minimalist, sustainability-focused cooking rooted in farming heritage and “gentle innovation”.
- Vincenzo Guarino, who blends innovation and tradition to elevate local, seasonal produce through modern techniques.
Visitors will also experience traditional artisan gelato and Italian aperitivos highlighting exceptional regional food and wine.
Spotlight on Regenerative Tourism
The official inauguration will feature a traditional ribbon-cutting ceremony followed by the opening press conference, titled “Italy: Reinventing Beauty. A New Era of Travel, Inspired by Italy,” on Tuesday, November 3, at 12:00 PM at Piazza Italia (Stand N3-200).
The discussion will focus heavily on regenerative tourism. As the nation with the highest number of UNESCO World Heritage Sites and internationally recognized culinary traditions, Italy aims to demonstrate how global tourism is shifting toward “flourishing destinations”—places where travel prioritizes community wellbeing, ecological balance, and local culture.
Quick Event Facts
- Event: World Travel Market (WTM) London 2026
- Dates: November 3–5, 2026
- Venue: ExCeL London (Royal Victoria Dock, 1 Western Gateway, Royal Docks, London E16 1XL — West Entrance)
- ENIT Stand Locations: N2-240, N3-200, N3-500
- Opening Press Conference: Tuesday, November 3 at 12:00 PM, Piazza Italia N3-200
- Press Contacts: Fabiana Antonucci and Alessia Piccioni ([email protected])
- Official Updates: ENIT WTM 2026 Portal