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ITA Airways Launches True Italian Experience Digital Hub for Tourism

digital · 2026-04-27

ITA Airways has launched True Italian Experience, a digital platform to promote Italian tourism. The announcement was made at Rome's Chiostro del Bramante by CEO Fabio Lazzerini, joined by Tourism Minister Massimo Garavaglia, Foreign Ministry Secretary General Ettore Sequi, State-Regions Conference President Massimiliano Fedriga, and the mayors of Rome and Milan. The platform aggregates editorial content, video pills, personalized travel services, and an e-commerce section for Italian products. It features nearly 1,900 experiences, prioritizing sustainable mobility and offerings from startups, social enterprises, and cooperatives. ITA Airways will leverage its commercial network in 67 countries (soon 89) and 90,000 travel agency points of sale. Garavaglia set a 2022 target to match 2019 tourism numbers, calling for integrated promotion and investment. Fedriga noted that small territories are recovering faster post-Covid due to slow tourism trends.

Key facts

  • True Italian Experience is a digital hub for Italian tourism promotion, with ITA Airways as main partner.
  • The platform was presented at Chiostro del Bramante in Rome.
  • Speakers included Fabio Lazzerini, Massimo Garavaglia, Ettore Sequi, Massimiliano Fedriga, and the mayors of Rome and Milan.
  • The site aggregates editorial content, video pills, personalized services, and an e-commerce section.
  • It offers nearly 1,900 experiences, focusing on sustainable mobility and inclusive businesses.
  • ITA Airways has a commercial network in 67 countries, expanding to 89, and access to 90,000 travel agency points of sale.
  • Garavaglia aims to reach 2019 tourism numbers in 2022, calling for integrated promotion.
  • Fedriga stated small territories are recovering faster due to slow tourism trends.

Entities

Institutions

  • ITA Airways
  • True Italian Experience
  • Ministero del Turismo
  • Ministero degli Affari Esteri
  • Conferenza Stato-Regioni
  • Chiostro del Bramante
  • Artribune

Locations

  • Rome
  • Italy
  • Milan

Sources