Introduction
On February 12, 2025, Genoa became the international stage for the tourism of the future, hosting the Best in Travel 2025 event, organized by the City of Genoa in collaboration with Promoest. The city, a recipient of the prestigious Best in Travel Award 2025, was recognized as one of the most promising destinations globally, thanks to its rich cultural heritage, its focus on sustainability and its ability to innovate in the tourism sector.
Against a backdrop of profound changes and new demands from travelers, the event was a key moment of confrontation between industry experts, institutions, investors and operators, with the aim of outlining together the future of tourism in a sustainable, experiential and regenerative way.
The event
The event consisted of four technical sessions, which addressed the main trends in contemporary tourism:
Sustainable Tourism, with a focus on best practices for environmental protection and social inclusion;
Outdoor and Sports Tourism, focusing on new forms of travel related to wellness and outdoor activities;
Experiential and Regenerative Tourism, which aims to engage the traveler in authentic and transformative activities;
Cultural Tourism, with a focus on the enhancement of local heritage.
National and international experts brought their input, stimulating deep reflection on how destinations can evolve in harmony with the goals of the2030 Agenda for Sustainable Development.
Genoa was able to seize the opportunity to tell its own unique identity, positioning itself as a model urban destination capable of combining history, innovation and quality of life.
A particularly striking moment of the event was the enhancement of the Rolli Experience, dedicated to the historic Palazzi dei Rolli, a UNESCO heritage site. During the Rolli Days, participants were able to experience an immersive itinerary through art, history and gastronomy, strengthening the link between culture and quality tourism.
The role of Promoest
Promoest took care of the entire organization and operational management of the event, making a major contribution to its success. From logistics to the care of the stage set-up, from speaker coordination to communication, Promoest brought to bear its many years of experience in the international events industry.
With a tailor-made approach and a strategic vision geared toward enhancing the local area, Promoest ensured a smooth, engaging and highly professional experience, transforming Best in Travel 2025 into a benchmark for dialogue on the tourism of the future.
Conclusions
Best in Travel 2025 was a showcase for Italian excellence and a platform to inspire new tourism policies. Genoa was able to best interpret its role as host city, projecting itself toward an inclusive, cultural and sustainable tourism model.
Promoest, with its know-how and ability to create connections among stakeholders, has once again proven to be a reliable and innovative partner for events with high strategic impact.
