Genoa steps up global promotion as an authentic Italian metropolis

To be not so well-known is rather an asset for Genoa tourism

The fact that Genoa is less known than other Italian cities is probably the best opportunity for the Ligurian metropolis to promote itself. Many initiatives have been launched this year to strengthen the destination’s appeal.

Genoa international tourism campaign carries a strong message : there’s an Italy that doesn’t rely on clichés or loud spectacles—a quieter, more authentic side that reveals itself only to travelers willing to slow down. Genoa launched the slogan in partnership with the digital portal Visit Italy. With the aim to position the Ligurian capital as a symbol of authenticity, layered beauty, and warm hospitality away from the country’s well-trodden tourist routes.

The campaign comes at a promising time for Genoa. Lonely Planet recently named it to its prestigious Best in Travel 2025 list—the only Italian city to be included. Building on that recognition, the municipality has decided to invest in a more ambitious global promotion strategy. The collaboration with Visit Italy is designed to turn this spotlight into a long-term, measurable boost for the city’s tourism economy.

The goal is to reach more than 10 million potential travelers through a multilingual digital storytelling campaign distributed across Visit Italy’s own channels and through international media partners.

A City best experienced slowly

In a presentation hosted in cooperation with the Tuscany region and ENIT in Paris, at the same time than IFTM Top Resa travel show, Genoa tourism councilor Tiziana Beghin said to “feel delighted to take part in this prestigious initiative celebrating Italy’s cultural and artistic heritage—and especially Genoa’s extraordinary history and innovation.”

” This collaboration with Toscana Promozione Turistica and ENIT France highlights the power of dialogue between our centers of excellence. It allows us to showcase Genoa’s unique heritage, vibrant cultural scene, and forward-looking spirit. Between its millennia-old history and its visions for the future, Genoa reaffirms its role as a destination that blends tradition and innovation, offering authentic, sustainable experiences to all visitors,” she added.

The city’s cultural legacy reflects its ability to attract talent and serve as a bridge between Europe and the Mediterranean. Named one of Lonely Planet’s Best in Travel 2025, Genoa presented in Paris and with Visit Italy a refreshed tourism offering.

Vision for sustainable growth

Among highlights for travelers are one the largest historic center in Europe. Here, the baroque splendor of the UNESCO-listed Palazzi dei Rolli meets the lively alleys of historic shops that preserve centuries-old crafts and flavors. Genoa is a metropolis that combines maritime charm with a surprising outdoor spirit. The latter can be discovered at Porto Antico, star architect Renzo Piano’s redesign of the port area as well as the creativity of craftmen and of chefs for its gastronomy.

Guests in Paris were also given a preview of the Paganini Festival, celebrating the Genoese violin virtuoso. While a series of special exhibitions shows Genoa golden times in the 19th century with “Genova ’800“.

The cultural project retraces the city’s artistic and social renewal through exhibitions, events, and initiatives. “I am pleased to celebrate Genoa’s role as a bridge between Italy and Europe,” said councilor Giacomo Montanari during his Paris presentation. “ Our city is defined by its thousand-year history, UNESCO heritage, and constant innovation—such as the Genova Outdoor project and our bid for European Capital of Sustainable Tourism 2026. I am confident all of these initiatives will enhance Genoa’s profile as a premier cultural and tourism destination.”

The “slow travel” campaign reflects the goal of presenting Genoa as a model Italian destination—one that combines appeal with sustainability.

The impact-driven approach is designed to encourage longer stays, attract off-season travel, and raise Genoa’s global profile as a cultural and experiential hub. For Tiziana Beghin, “Genoa is already a favorite among European and international visitors, but there is still so much untapped potential. Our goal is to attract more travelers while ensuring tourism coexists harmoniously with the community, rooted in sustainability and accessibility.”