Sara Mantovani : “Emilia Romagna promotes itself as authentic Italy to tourists”

Sara Mantovani, Representative of the Emilia-Romagna Regional Tourism Board in the UK, spoke with TravelMole at WTM London about the region’s tourism strategy and its unique cultural character. And how Emilia-Romagna is positioning itself in both European and global markets.

Many visitors describe Bologna and Emilia-Romagna as “authentic” places. What do you think defines that authenticity?

Sara Mantovani – It’s really about how we live and share our spaces—our work, our food, our daily rhythm. I like to describe it as genuinity—an unvarnished, natural way of life. Nothing here feels built up or artificial. Bologna has that special character, but it’s also something we share with other cities in Emilia-Romagna. What visitors experience is real life, not a staged version of Italy.

 Beyond the UK, what are the top markets in Europe ?

Sara Mantovani – Of course, the UK remains an important market, but our approach is broader. Our top European market is Germany and the wider German-speaking region—Austria and Switzerland included. Historically, these travelers have strong ties to Emilia-Romagna; trade routes and tourism patterns date back centuries.

France is our second market, followed by the UK. So those three—Germany, France, and the UK—are the pillars of our European outreach.

Do visitor interests differ between these markets?

Sara Mantovani – Yes, definitely. German-speaking travelers tend to be drawn to our coastline and outdoor activities—hiking, trekking, and cycling. Emilia-Romagna  has indeed one of the largest networks of cycling routes in Italy.

French and British visitors are often more interested in culture, history, and gastronomy. They love exploring places like the Fellini Museum in Rimini or discovering traditional cuisine—from Renaissance-era recipes to Jewish-Italian dishes that are still part of our culinary heritage. We invite people to taste genuine local food—simple, authentic, and steeped in history.

Looking ahead, are there new products or destinations that Emilia-Romagna wants to highlight in 2026?

Sara Mantovani – 2026 will be a special year with several national events celebrating Italian culture and craftsmanship. We’ll continue promoting our signature experiences—art cities like Bologna, Ferrara, and Modena—but we’re also shining more light on lesser-known destinations that embody “slow tourism” and sustainability. Ravenna, for example, with its UNESCO mosaics, will play a big role in our storytelling around cultural heritage and accessibility.

One practical question: hotel availability in Bologna seems tight, especially during trade fairs. Is that a challenge?

Sara Mantovani – I must admit that it can be. Bologna is a medieval city, so space is physically limited. You simply can’t expand in the historic center the way you could in a newer city. The trade fairs do create high demand at certain times, which drives prices up. It’s less an issue of management and more a question of space and urban structure. But we’re working with local partners to improve the offer and balance availability throughout the year. And also recommend to look at alternative at nearby cities, which are a short drive by public transport from Bologna.

Finally, how would you sum up what makes Emilia-Romagna unique?

Sara Mantovani – It’s our warmth and authenticity. Whether you’re cycling along the coast, walking through Renaissance streets, or sharing a meal in a small trattoria, you’re experiencing real Italian life. That’s what makes Emilia-Romagna unforgettable.