The first meeting, organized by the President of Garda Unico, Stefania Lorenzoni, took place in Puegnago del Garda at Villa Galnica. The event aimed to present the strategic guidelines and new projects aimed at the cohesive promotion of Lake Garda to local administrators and tourism operators from the Brescia side. This gathering provided an important opportunity for dialogue, essential for sharing the vision of a new approach to managing Garda tourism. Establishment of the Permanent Technical Table A central element that emerged from the meeting was the announcement of the establishment of a permanent technical-consultative table, scheduled for January 2026, which will serve as a true unitary management committee for Garda. President Lorenzoni described this initiative as “a concrete and necessary proposal,” aimed at integrating the essential contributions of industry professionals within Garda Unico. This small but strategic body will include the Board of Directors of Garda Unico, alongside representatives from hoteliers and administrators from the three shores of the lake. The goal is to support the organization in transforming the real needs of the territory into effective and targeted promotional actions. Operators, particularly hoteliers, will be crucial in identifying the needs and expectations of visitors. The table will also focus on critical issues such as mobility and traffic management. Another primary objective will be the unified management of communication in crisis situations, such as during epidemics, low water levels, or debates about alleged overtourism. Lorenzoni emphasized the importance of a “single voice” to protect and enhance the overall image of the destination. Promotion Strategy and New Markets Looking to the future, the intention to organize the General States of Garda Tourism in 2026 was announced, an expanded event that will involve institutions and operators on nationally relevant topics. The President highlighted how Garda is the third tourism hub in Italy and how a united front can be decisive in attracting resources and influencing decisions at higher levels. The strategic plan of Garda Unico has been developed in close collaboration with the tourism departments of Lombardy, Veneto, and Trentino, with Trentino Marketing acting as the implementing body. The resources come partly from the Border Communities Fund (ODI) and partly from the Autonomous Province of Trento. The plan does not solely focus on numbers but is oriented towards quality. While maintaining a strong presence in traditional markets, such as Germany, through trade fairs and targeted campaigns, Garda Unico aims to open new perspectives towards North America and Scandinavia. These markets, characterized by high spending power, are particularly sensitive to themes of sustainability, authenticity, and experiences related to nature, sports, and food and wine. Operational Objectives and Institutional Collaborations The operational objectives of the unified promotion are multiple: to increase the awareness and reputation of Garda as an authentic and refined destination, to strengthen relationships with international media and the B2B network, to enhance the territory, and, in particular, to encourage de-seasonalization of tourist flows. Among the tools planned to achieve these objectives are emotional videos, multilingual materials, digital campaigns, roadshows, press tours, and the renewal of the institutional portal visitgarda.com. The meeting was enriched by contributions from key figures in the cultural and tourism landscape, including Giordano Bruno Guerri, President of the Vittoriale degli Italiani, Mauro Carrozza of Garda Musei, Andrea Maggioni (Confesercenti Lago di Garda), Graziano Pennacchio of VisitBrescia, Lucia Cerini of Federalberghi Brescia, and Marco Profita of AIGAB. Senator Maria Stella Gelmini, President of the Garda Community, also expressed her support through a message, emphasizing the fruitful strategic collaboration between Garda Unico and the Garda Community to address common challenges such as water quality, navigation, security, and cultural enhancement. The contributions unanimously highlighted the importance of a unitary project to overcome territorial divisions and strengthen the international competitiveness of the area. The process of sharing will continue: President Lorenzoni will present the same operational approach to the stakeholders from the Veneto and Trentino shores. Italian Version
