Promoting and managing Lake Garda as a single destination: this is the mission of the Consorzio Lago di Garda Unico, born from the collaboration between Veneto, Lombardy, and Trentino. After years of planning, the body is now ready to become fully operational thanks to funding of €900,000, provided by the Regions through the Fondo Comuni Confinanti (FCC). The resources, distributed over three years, could increase to €1.5 million should the Joint Committee managing the Fund give its approval.
The launch of the Consortium marks a decisive step in relaunching tourism in the Garda area through a shared and synergistic strategy. The goal is to enhance the destination by overcoming the fragmentation of the three entities that have so far operated separately – Garda Veneto, Garda Lombardia, and Garda Trentino – and making it immediately recognizable on the global market. Coordinated management will cover every aspect, from promotion to visitor logistics, with the aim of ensuring more sustainable and higher-quality tourism across all shores of the lake.
New targets and consolidated markets
The Consortium aims to attract new travelers while strengthening already established markets. In particular, attention is focused on the United States and Scandinavia (Denmark, Sweden, and Norway): high-spending markets already drawn to Lake Garda and especially relevant for the open-air hospitality sector, which in Veneto is recording continuous growth and has become one of the driving forces of Italian tourism.
Scandinavian visitors play a particularly strategic role, both for their ability to extend the seasonality of tourism and for their openness to more sustainable travel experiences. At the same time, traditional markets such as Germany and Eastern Europe remain central to Lake Garda, along with the Italian market, which is often drawn to distant destinations while overlooking the beauty of its own national heritage.
The Consortium’s resources will also be invested in the development of a unified digital platform, designed to promote Lake Garda as a single destination rather than three separate realities. This commitment also extends to mobility: the goal is to create an integrated transport system that goes beyond regional borders and allows visitors, particularly international ones, to experience Lake Garda as a unified destination, exactly as it is already perceived abroad.
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