Italy knows how to make an entrance. Yesterday at ITB Berlin, the world’s largest travel trade fair, the country unveiled a striking 1,200‑square‑metre national pavilion—an open, light-filled celebration of la dolce vita designed to entice travellers long before they even set foot on Italian soil. This year, however, it is Sardinia that steals the show.
From the moment visitors step inside the pavilion, the mood shifts. Soft Mediterranean colours echo sea and stone, while expansive visuals draw the eye toward rugged coastlines, ancient villages and luminous beaches. Italy’s message is clear: this is not just a destination, but a tapestry of experiences—and Sardinia is woven boldly through its centre.

Often described as an island apart, Sardinia brings a compelling contrast to the classic images of Italy. Here, wild beauty meets deep-rooted tradition. The pavilion’s Sardinia-focused spaces highlight an island where emerald waters lap against dramatic cliffs, where shepherds still produce pecorino using centuries-old methods, and where festivals unfold to rhythms older than Rome itself.
Travel professionals and visitors alike are drawn to Sardinia’s dual personality. On one hand, it offers pristine luxury: secluded coves reached by boat, refined resorts, and a sense of space that feels increasingly rare in Europe. On the other, it promises authenticity—stone-built nuraghi rising from the landscape, inland villages where time seems to slow, and a cuisine shaped by land and sea rather than trend.

The Italian pavilion does not shout; it invites. Interactive areas encourage exploration beyond the obvious, positioning Sardinia not only as a summer escape, but as a year-round destination. Hiking trails through mountainous interiors, autumn food routes celebrating wine and olive oil, and springtime cultural events reveal an island with many seasons and stories.
What makes Sardinia’s presence particularly resonant is how naturally it reflects Italy’s broader tourism vision. Sustainability, local identity and slower travel are recurring themes throughout the pavilion, and Sardinia embodies them with ease. Vast protected marine areas, low-density inland regions and a strong sense of community all speak to a form of travel that values connection over consumption.
Yet Italy does not allow Sardinia to stand alone.

The pavilion subtly frames the island as part of a larger mosaic. From alpine peaks to Renaissance cities, from volcanic landscapes to vineyard-covered hills, the national display reminds visitors that Italy’s strength lies in its diversity. Sardinia, with its distinctive language, customs and landscapes, becomes a symbol of that richness rather than an outlier.
As conversations unfold across the pavilion—between tour operators, destination managers and curious travellers—Sardinia emerges as a place that surprises even seasoned Italy experts. It is familiar in its warmth and hospitality, yet refreshingly different in atmosphere and pace.

Italy’s strategy at ITB Berlin is explicitly Germany‑focused. Germany remains Italy’s largest European source market, a point repeatedly emphasized by ENIT leadership and regional representatives.
At ITB Berlin, Italy’s engagement with the German market focuses on:

Maintaining repeat visitation while refreshing demand
Expanding travel beyond peak summer periods
Encouraging exploration of lesser‑known destinations

Placing Sardinia at the centre of the pavilion is not accidental. The island functions as a strategic exemplar of Italy’s evolving tourism offer:

Year‑round travel rather than seasonal mass tourism
Strong alignment with nature‑based, cultural and experiential travel
Capacity to absorb higher‑value, longer‑stay visitors

By foregrounding Sardinia, Italy reinforces a national message: the future of Italian tourism lies not only in iconic cities, but in regional depth, landscape diversity and cultural specificity. [visahq.com]
This aligns directly with Italy’s National Tourism Strategy 2023–2027, which prioritises lesser‑known destinations, sustainability and quality over volume.

Sardinia’s central role in the pavilion reflects this market logic, as Germany is also Sardinia’s largest inbound source market.

Another notable pillar of Italy’s ITB strategy is digital readiness. ENIT used the Berlin platform to preview upcoming digital visa and border‑management initiatives, aimed at simplifying entry procedures for international travellers.
Key themes include:

Faster entry processes
Improved airport flow management
Integration of digital tools into the visitor journey

While these initiatives extend beyond tourism promotion, their presence at ITB underscores Italy’s intention to position itself as modern, efficient and competitive in an increasingly friction‑sensitive travel market.

Italy’s tourism strategy at ITB Berlin is closely tied to connectivity. National carrier ITA Airways reinforced this message through its “Italian Piazza” concept within the Lufthansa Group stand, emphasising Italian identity alongside expanded flight networks.
This integration of airlines into the national tourism narrative reflects a systems approach:

Tourism promotion aligned with air access
Strong hub‑and‑spoke positioning via Rome and Milan
Emphasis on seamless travel from Germany to regional destinations

Italy’s ITB presence also mirrors wider industry themes highlighted at the fair, including sustainability, responsible travel and balanced growth.
Rather than leading with overt sustainability messaging, Italy embeds these principles implicitly through:

Promotion of shoulder‑season travel
Focus on regions with lower density and strong local identity
Support for cultural, wellness and nature‑based tourism segments

This approach aligns with Italy’s national policy framework, which frames sustainability as economic resilience and social balance, not restriction

By the end of the visit to their pavillion, one thing is certain: Italy’s 1,200-square-metre showcase is more than an exhibition stand. It is a promise. And with Sardinia at centre stage, that promise whispers of open horizons, ancient stories, and the enduring allure of an island that refuses to be rushed.