In September-October 2022, iambassador sent 21 travel content creators to Italy to explore the country’s lesser-known places. Each creator visited a single Italian region, ensuring coverage of all 21 regions, from the Aosta Valley in the north to Calabria in the south, and including the islands of Sicily and Sardinia. The creators shared their experiences on their social media channels and blogs. Today, we’re excited to launch the Viaggio Italiano e-book, a bundle of the content created during their journeys. Discover Unknown Italy through this beautiful e-book! Available as a free download via the banner below, the Viaggio Italiano e-book provides a wealth of information and tips on discovering Italy off-the-beaten-path.

About the Viaggio Italiano campaign

This joint promotion by the Italian Regions is part of the National Promotion Plan 2020 by the Ministry of Tourism, and was made possible thanks to an agreement between the Ministry of Tourism and the Commission for Tourism Policies (led by the
Abruzzo Region), the Conference of the Regions and Autonomous Provinces, and ENIT (Italian National Tourist Board). The Regions of Emilia Romagna, Umbria and Marche were given the task of coordinating specific areas of actions, whilst the Abruzzo Region is responsible for interoperability with

The three main focus areas of the campaign are: “Borghi and Italian landscapes, identity, style and quality of life” (led by Emilia Romagna); “Slow tourism: paths, wine and food, art and culture” (led by Umbria) and “Active tourism in summer and winter” (led by Marche).

The campaign, coordinated by the lead Regions together with their in-house agencies (respectively APT Servizi Emilia- Romagna, Sviluppumbria S.p.A. and Fondazione Marche Cultura), was created by Dilemma whilst the media strategy was developed by The Gate Communication. Both online and offline media were engaged to ensure a broad-based promotion in both domestic and international markets. Special attention was given to highlighting the Borghi. A website + digital interactive map with information about the 1,000 Borghi and the diverse landscapes of Italy is being developed. Furthermore, in partnership with iambassador, the world’s leading network of travel content creators, the Borghi creators project was launched. 21 content creators each explored a region and shared their experiences via their blogs and social media channels. In addition, they helped to showcase the touristic offerings of each borgo.