Visit Brescia participated in the Arabian Travel Market 2025, a key event in the tourism sector held at the World Trade Centre in Dubai. The delegation, consisting of Vice President Andrea Maggioni and CEO Graziano Pennacchio, along with members of the Visit Brescia staff and representatives from the Garda Lombardia and Ponte di Legno – Tonale consortia, showcased the Province of Brescia in a context marked by a significant 21.97% increase in the number of tourists from the Middle East visiting Italy. Between 2021 and 2023, the number of visitors to the province surged by nearly 350%, reaching a total of 27,347 tourists.
During the event, it was noted that Middle Eastern tourists tend to travel in groups and show particular interest in destinations in Central-Northern Italy, with spending significantly increased by visitors from the United Arab Emirates, Saudi Arabia, Iran, and Kuwait. Maggioni emphasized Visit Brescia’s ongoing commitment to engaging with this market through regular participation in ATM and organizing workshops focused on the Brescia lakes. This edition of ATM had a central theme of artificial intelligence, with experts discussing innovative strategies for an increasingly tech-driven tourism sector. The delegation also had the opportunity to meet with national leaders from ENIT and the Lombardy Region during a workshop dedicated to international buyers.
