VENETO IN ACTION

In preparing this Strategic Plan for Sustainable Tourism in view of the Milano Cortina 2026 Olympic and Paralympic event, while considering the Winter Games a great opportunity to enhance the entire Venetian tourism system, much attention was awarded to the new Regional Tourism Programme 2025− 2027, adopted by the Regional Council and in the process of being approved by the Regional Assembly, which stands as an essential guide for the future of regional tourism. The result of a broad participatory process, the plan is based on a clear and ambitious vision: to build an "Open, Attentive, Active and Modern Veneto".

• Open, because we want inclusive tourism, capable of welcoming everyone and enhancing each visitor as an integral part of our community.
• Attentive, because sustainability is now an essential issue. We must respect the territory and ensure that the beauty that surrounds us is preserved for future generations.
• Active, because it expresses the vision of a Veneto that moves with determination and concreteness, integrating all stakeholders in the system to promote innovative, sustainable and competitive tourism.
• Modern, because innovation is the engine of change. Only by investing in the most modern technologies and new trends will we be able to respond effectively to global market challenges.

Obviously, in this context, dedicated to the run-up to Milano Cortina 2026, there is a particular focus on the tourist destination directly involved in the event.

OBJECTIVES

Milano Cortina 2026 destination management and destination marketing tool

In addition to promoting and communicating the destination in a distinctive way, the events can respond to specific destination management needs. More specifically, the events may pursue the following purposes:
a. Promoting the image of the territory 
b. Contributing to enhancement of the territory 
c.    Contributing to transformation of the territory
d. Tourism development
e.    Economic development

The objectives indicated below attempt to define some of the purposes in action and for the 2026 Olympic event:
1.    Supporting the destination location in the evolution of territorial tourism governance and organisation
2.    Promoting dissemination of the hospitality culture in the destination location, in view of the Olympic event and as a constitutive element of the "legacy" of the event
3.    Regenerating the tourist offer in terms of services and products
4.    Organising the tourism offer on digital media
5.    Milano Cortina 2026 as an opportunity to enhance the Veneto tourism industry
6.    Accessibility, inclusiveness and sustainability as transversal principles to promote the competitiveness of the tourist destinations involved
7.    Protection of Natura 2000 sites and parklands in the race areas and neighbouring territories