Interview with Roberta Frisoni, Regional Councillor for Tourism, Trade and Sport, Emilia-Romagna, Italy

18 Nov Interview with Roberta Frisoni, Regional Councillor for Tourism, Trade and Sport, Emilia-Romagna, Italy

Emilia-Romagna is one of Italy’s most visited regions. In 2024, it welcomed over 14.5 million arrivals and recorded a record-breaking 61.8 million overnight stays. One of your strategic goals is to revitalize the human sector to coordinate tourism services, sports development, community health and cultural promotion. How do you plan to achieve this and what has been your biggest challenge since starting in December 2024?

Emilia-Romagna offers an incredible variety of experiences. We are located along the Adriatic Sea, with mountains, rich cultural heritage and historic cities along the ancient Roman road Via Aemilia, which runs from Milan to Rimini through Bologna. Our region is home to world-renowned industries — think of Ferrari and other leading brands — alongside excellent agriculture, food and wine, many protected by protected geographical origin designations. We are working to connect all these elements — industry, gastronomy, culture and nature — into a unified experience for visitors. We want Emilia-Romagna to attract not only tourists, but also people coming for business, healthcare or other reasons. No matter the motivation, they should have access to the best the region has to offer.

Tourism today is about personalized, targeted experiences. People no longer just seek a beach or a mountain, they want something that meets their specific interests and expectations. Our job is to make sure everything we offer is connected, accessible and ready to be enjoyed, including sport, which is also a key part of our regional identity. Our tourism strategy is based on two pillars: short-term visibility and long-term growth. In the short term, we aim to increase our international appeal. Tourism to Italy is growing rapidly — Rome Fiumicino, for instance, is seeing record arrivals — and we see great potential for Emilia-Romagna to become more competitive in this space. We are working closely with airlines and railway companies to improve international connectivity and promote the region abroad. A key step will be hosting Routes Europe in Rimini next year, a major aviation event that brings together global airlines and airports. It’s a unique opportunity to showcase our region’s potential and boost air traffic.

Bologna Airport is already well connected internationally, but we also want to strengthen our other regional airports and build a unified strategy around them. The same applies to rail: we have direct international trains from Germany via Austria to Bologna and the Adriatic coast — an appealing option for US travelers exploring Europe. We have invested heavily in improving public spaces and cultural accessibility across the region. From Ravenna to Cattolica, 70 miles of coastline have been regenerated over the past decade. Our seafronts now feature open-air gyms, inclusive playgrounds and accessible beaches designed for people with disabilities, including mobility and cognitive challenges. We have also enhanced access to monuments and public squares, making culture more available to everyone.

How are you modernizing Emilia-Romagna’s infrastructure and tourism facilities?

We encourage private investment to match this progress, especially in modernizing hotels and campgrounds. Emilia-Romagna was one of the first regions in the world to embrace coastal tourism after WWII and we want to maintain that leadership by upgrading accommodations. Through targeted economic and planning tools, we are supporting this transformation and actively welcoming investors interested in revitalizing our tourism infrastructure, both on the coast and across the region.

Sport is a key pillar of our regional strategy for tourism and growth. In this mandate, I have been entrusted with tourism, trade and sport — an innovative combination that reflects how closely these areas are connected. Emilia-Romagna hosts over 100 supported sports events annually, with thousands more organized by associations and national federations, thanks to our excellent facilities and welcoming atmosphere. We host top-tier events like the Giro d’Italia, Davis Cup (with finals in Bologna this year) and for the first time last year, the Tour de France started in Italy with three stages in our region. Motor Valley perfectly blends sport, tourism and industry. Home to Ferrari, Lamborghini and Ducati, it hosts major events like Formula 1 in Imola and MotoGP in Misano, just steps from the beach and minutes from Rimini Airport. The annual Motor Valley Fest in Modena brings together global industry leaders to promote innovation and regional growth.

Emilia-Romagna offers not only great events and facilities, but also excellent food, hospitality and unforgettable experiences. Emilia-Romagna sits at the heart of Italy, with Bologna as a major transport hub. All key rail and motorway routes pass through Bologna, making it easy to travel north to south. For example, during the Formula One event in Imola, many international visitors stayed in nearby cities like Modena — home to the Ferrari Museum — and then took high-speed trains to Venice or other destinations. Our region is perfectly positioned: close to Rome, Florence and Venice, allowing travelers to experience the best of Italy while enjoying all Emilia-Romagna has to offer.

Emilia-Romagna has embraced a diversified tourism strategy focused on sustainability, authenticity and accessibility, supported by growing air traffic at Bologna and Rimini airports. What are the region’s priorities to ensure this strategy succeeds in the long term?

While Emilia-Romagna is well known, there is still much to discover. We have beautiful small towns in the hills and mountains that could welcome more visitors. By spreading tourist flows beyond city centers, we not only improve sustainability but also support local economies — small shops, restaurants and communities benefit directly. At the same time, in well-established areas like the coast, our focus is on encouraging private investment in sustainable upgrades — more energy-efficient hotels, better beachfront facilities and environmentally friendly development.

Sustainability is central to our strategy. In Rimini, where I previously oversaw urban planning, we transformed nearly 10 miles of waterfront, replacing roads and parking with bike paths, green spaces and open-air gyms. This project won a UN award for helping mitigate rising sea levels and climate risk. Many coastal towns are now following this model. This is part of a broader, long-term vision to combine tourism development with sustainability and resilience.

How is Emilia-Romagna strengthening its appeal as a destination for meetings and conferences and what impact does hosting events like Routes Europe 2026 have on growing this sector?

Bologna and Rimini are already strong meetings, incentives, conferences and exhibitions (MICE) destinations. Along the coast, MICE was introduced to extend the tourist season beyond summer, making use of the many hotels from Ravenna to Cattolica. This helped create a year-round tourism economy. Today, both Bologna and Rimini have well-connected exhibition centers, close to airports, highways and train stations. Major investments are underway, expanding both venues and improving public transport, such as Bologna’s new tramline.

MICE is a growing priority. Bologna Airport is expanding and improved international connectivity will help attract more events and business travelers year-round. Congress tourism is also on the rise, with flexible venues available not only in Bologna and Rimini, but also in other cities across the region.

Emilia-Romagna still preserves a strong sense of authenticity, one of our greatest strengths. While we are not as well-known internationally, that presents both an opportunity and a challenge, especially for small towns that depend on tourism and local trade. Our goal is to guide more tourists to these lesser-known areas, where they can enjoy authentic experiences and support local businesses.

We have introduced targeted programs like Urban Hub to help small shops in city centers survive against online retail and we support multi-service stores in remote towns through special funding. In addition, we use events, especially sports events, as tools to bring visibility to these areas. When choosing where to host them, we prioritize locations that can benefit most from increased attention and economic activity. Our local shops benefit directly from tourism. As long as we remain competitive in attracting visitors, this remains a core strength. For international tourists, Italy, especially our region, is still very accessible and more affordable than many other destinations.

How do you use AI or digital tools in your work?

We are investing in better predicting future tourist flows using data. Our updated tourism observatory now integrates information from sources like telecom companies to track where tourists go and help forecast trends. This data-driven approach guides our planning. Local trade associations and hotels are also embracing digital tools. Together, we are encouraging operators to use social media and AI to stay ahead, as travelers increasingly rely on these platforms to plan trips.

For example, a small-town restaurant saw a surge of Swedish visitors after a Swedish chef posted about it on social media, showing the real impact of influencers and micro-influencers in driving tourism.

Do you have a final message to American tourists, investors and business leaders about choosing Emilia-Romagna as their next travel and investment destination?

Visitors can easily explore Emilia-Romagna’s diverse offerings within a short distance: excellent food and wine, scenic cycling routes, sunny beaches and rich cultural sites — from Roman ruins to the Fellini Museum in Rimini. Our region also serves as a gateway to the best of Italy and Europe, with strong connections to other European countries. Visitors can enjoy Emilia-Romagna and easily explore beyond.