Italy – one of the countries with the highest number of UNESCO sites worldwide – continues to be the ideal stage for promoting cultural and sustainable tourism. After Genoa hosted the event in 2024, Rome will welcome, on 25 and 26 September 2025, the 16th edition of the World Tourism Event (WTE), the international fair dedicated to promoting UNESCO World Heritage Sites.
The WTE serves as a prestigious international platform for cultural tourism, bringing together institutions, tourism boards, industry professionals, and travelers with the shared goal of increasing awareness, promoting, and protecting UNESCO-listed destinations.
Rome’s selection as the venue for the event is no coincidence. The choice is closely linked to the Jubilee Year 2025, which is expected to attract millions of visitors to the Italian capital. Additionally, Rome recently welcomed a new addition to the UNESCO World Heritage List with the inscription of the “Via Appia: Queen of the consular roads“, further enriching the city’s historical and cultural significance.
Three main areas
Over the years, the World Tourism Event has developed a well-structured format, featuring three main areas: an exhibition space, a B2B workshop, and an events & experiences area.
Exhibition Area – Open to all Italian and international UNESCO World Heritage Sites, as well as tourism professionals, including tour operators. Visitors will find detailed information, discover travel opportunities, and engage directly with industry representatives. Admission is free for both days of the event.
B2B Workshop – A key event for industry professionals, scheduled for September 25, with morning and afternoon sessions. Reserved for international buyers, selected in collaboration with ENIT – Italian National Tourism Agency, and Italian sellers operating in UNESCO-listed areas, the workshop aims to promote these unique destinations, their accommodations, and cultural experiences.
Events & Experiences Area – One of the most engaging elements of the fair, fostering interaction between tourism professionals and the public. This space will host demonstrations, conferences, and book presentations, offering visitors insights into architecture, unique landscapes, and authentic, sustainable travel experiences.
All activities within this area will be free and open to visitors throughout the event. A special focus will be placed on education in local schools, raising awareness among younger generations about UNESCO heritage protection and fostering opportunities for growth and professional development.
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