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New York - The presentation of Piedmont, host of the 2025 World University Games

NEW YORK - Important New York tour operators and travel agencies affiliated with Virtuoso and Signature took part on Tuesday 24th January, in the "We are Piemonte" event, organized by Visit Piemonte in collaboration with ENIT in Manhattan: one of the initiatives included in the program of collateral promotional activities when the flag of the World University Games passes from Lake Placid to Piedmont, the region that will host the sporting event in 2025 with competitions in Turin, Bardonecchia, Pragelato, Torre Pellice and Pinerolo.

“The numbers of this event are surprising. With 83 accredited subjects, this is the biggest ever meeting opportunity between American tour operators and Piedmontese tourism players. If we add to this that ours is the second most important tourism promotion meeting organized by a territory in New York after the Covid emergency, we can serenely say that we are on the right track to see the number of Americans who will choose us grow in a statistically significant way as a holiday destination”, says the regional councilor for internationalization Fabrizio Ricca. "If from 2019 to today the increase in US citizens in the area has been 4%, with the success of this type of initiative we are working to triple the figure in the next five years".

According to still provisional data from 2022, more than 100,000 American tourists have stayed in Piedmont, with over 270,000 overnight stays, numbers that triple the values for 2021.

"The United States represents the sixth foreign market of origin for Piedmont and compared to 2019 we recorded an increase of 4% in arrivals and 11% in overnights", underlines the Councilor for Culture, Commerce and Tourism of the Piedmont Region, Victory Poggio. “Turin and the first belt, lakes and hills are the favorite destinations for Americans in our region, with even significant increases. These system meetings held in New York, which had already been preceded and which will be followed by other promotional initiatives, aim to strengthen the image of Piedmont in the United States, to create new economic agreements and to consolidate existing ones, also thanks to the impact media coverage of the 2025 World University Games which will be a driving force for our cultural and food and wine excellences".

“The United States is one of our privileged markets and we will reap the results of this important initiative over time”, explains the president of the Board of Directors of Visit Piemonte, Beppe Carlevaris. “Our goal, shared with the Piedmont Region, is to exploit the great sporting event as a driving force to enhance and promote excellent products and communicate the regional tourist offer to American tour operators and outgoing travel agencies. And, to complete our mission, in the next few days we will also meet a selected group of journalists and sector influencers in New York to expand our communication and media relations activities".

The meetings were attended by the Langhe Monferrato Roero Tourist Board, the ATL Turismo Torino e Provincia, the ATL del Cuneese, the Langhe Monferrato Roero Tourist Consortium, the Bardonecchia Tourism Consortium and the operators: Sapori d'Italia del Lago Maggiore, Monferrato Travel by Monferrato To Taste and IC World.

The works were started by Beppe Carlevaris, President of the Board of Visit Piemonte, who at the end of the meetings invited the participants to discover the territory through the tasting of some Piedmontese products and wines.



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