Liguria: 10 million in tourism investment from the regional government and a 3.16 per cent rise in visitor numbers

Tourist numbers in Liguria rose in the first nine months of the year (18.6 million, an increase of 3.16 per cent), whilst the region has launched €10 million worth of investment, in 2026, in tourism and is preparing to increase the number of DMOs (Destination Management Organisations) in the region from three to five: those for Tigullio and La Spezia are on the way. Regional Councillor Luca Lombardi explains the strategy for the sector, set in motion by the regional government.

“The funds allocated to tourism in 2026, totalling over 10 million euros, include – he emphasises – regional and national funding and are distributed across various strategic sectors: tourism promotion, regional marketing, the promotion of local identities, digitalisation, destination development and support for events. Part of the investment is dedicated to promoting Liguria on national and international markets, whilst other funds support local tourist associations, authentic Ligurian events and the Christmas initiatives organised by local councils.”

In particular, 580 million is earmarked for local identities: ‘250,000 euros for 102 authentic events, promoted by the Pro Loco associations, and 330,000 euros for 77 events organised by local councils, of which 250,000 comes from regional resources and 80,000 from ministerial funds. These are initiatives that showcase the traditions, culture, food and wine, and distinctive features of our regions’. For Christmas, meanwhile, ‘we have launched a call for proposals offering 460,000 euros in regional grants, involving 160 local councils across the four provinces. A significant figure is the total value of the projects submitted, amounting to approximately 3.8 million, which demonstrates the ability of local authorities to mobilise additional resources and implement initiatives across the region.”

Part of the 10 million is also being invested, the councillor continues, “in the new digital tourism ecosystem, in strengthening the Inliguria agency and in launching the DMOs, to promote increasingly coordinated destination management and collaboration between the public and private sectors. These initiatives are complemented by the Tourism Employment Pact, designed to support employment and promote greater job security within the sector. Particular attention is also being paid to outdoor tourism, accessibility and regional development projects. The aim is to build a tourism offering that is increasingly competitive, sustainable and capable of attracting visitors all year round.”

As regards the DMOs (organisations which, in Liguria, are based on a public-private governance model bringing together local councils, Chambers of Commerce and tourism trade associations), the three existing ones – namely those of Imperia, Savona and Genoa, “represent,” says Lombardi, “a fundamental tool for building a shared approach to tourism governance, bringing together public administrations, economic operators and local organisations. And two further DMOs are currently being set up: the Tigullio DMO and the La Spezia DMO.”