The 15th World Tourism Event – International Tourism Hall for World Heritage Sites takes place in Genoa from September 12 to 14. The event will be held at Palazzo della Meridiana, a jewel in the city’s historic center and part of the UNESCO site “New streets and the Rolli palaces system“. This event represents the most prestigious meeting between supply and demand in tourism for cities and UNESCO World Heritage sites.
Alessandra Bianchi, the city’s Councillor for Tourism and Sports, expressed pride in Genoa being chosen as the host for the WTE. “Our city,” she stated, “is establishing itself as a highly appreciated destination for international tourism, with a strong trend toward year-round tourism. This is an important signal for us, as we are working to promote our natural, artistic, and architectural treasures. Of course, this includes the historic center and the Rolli Palaces, which are UNESCO Heritage Sites, but also sports, especially this year as we have been awarded the title of European Capital, as well as outdoor activities and food throughout the year“.
The program for the 2024 edition
To celebrate the milestone of the 15th editions, the Genoa WTE features a program packed with new events. Alongside the usual highlights, such as the exhibition dedicated to World Heritage Sites and the B2B Workshop for industry buyers and sellers, both Italian and international, there will be discussions on current issues related to tourism, conservation, and the promotion of UNESCO sites. Topics will include how to balance tourism promotion with natural conservation, year-round tourism, the problem of overtourism, and the climate crisis.
One of the events on the first day will be the presentation of the book “The International Tourism Fair since 2010: Between Travelers and UNESCO Sites” which retraces the first fifteen years of the World Tourism Event. In the afternoon, the World Heritage Tourism Forum will provide an in-depth discussion between cultural experts and key stakeholders from the tourism sector. The aim is to discuss the development opportunities and challenges of tourist flows at World Heritage Sites, promoting a constructive dialogue between the various parties involved.
In the following days, more exciting moments will take place, such as the preview of the European Capitals of Sport Congress, which will be held in Genoa on November 15-16, 2024, and a presentation of the findings from the “Climate-Sensitive Tourism” research. This study, promoted by the National Tourism Agency (ENIT) and conducted by the Santagata Foundation and Giaccardi & Associates, will provide insights for rethinking tourism activities in light of the current climate emergency.
For Marco Citerbo, CEO of M&C Marketing Consulting and organizer of the WTE, the 2024 edition will also serve as an opportunity to evaluate the evolution of the UNESCO brand in tourism promotion. Since the first edition, the goal has been clear: to promote World Heritage sites toward sustainable tourism. “Today,” Citerbo explains, “we are facing new and complex global challenges. The WTE has become a platform for discussing pressing issues such as climate change and overtourism, thanks to the valuable collaboration of many stakeholders, both institutional and non-institutional, all united by the interest and commitment to finding essential solutions for the protection and enjoyment of these heritage sites“.
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