Outbound

Italian tourism launches coffee-table book with Kuoni

Andrea Lopez - Mumbai

The Italian Tourism Board recently launched a 70-page coffee-table book called 'Romancing the Peninsula' to promote popular Italian destinations like Rome, Milan and Florence as well as lesser-known destinations like Sienna to Indian travellers. The travel book was launched in collaboration with Kuoni Holidays.

The tourism board is channeling its efforts to sell Italy as a standalone destination. Speaking to Express TravelWorld, Salvatore Ianniello, representative of the Italian State Tourist Board in India, said, "We have come a long way in bridging the gap between Indian and Italian tour operators. Earlier, the only means to secure a holiday package to Italy was through English tour operators. In 2007 itself, more than 60 Indian operators were hosted by us and participated in our educational programmes. We plan to invite an additional 30 to Italy in the coming six months." The year 2006 recorded 1,30,000 Indian travellers to Italy.

The new edition of the travel book, that lists unexplored areas as well as fashion and gastronomical treats, was launched on September 26. The board also plans to launch an 'Italian pavilion' in Mumbai to educate people about Italy. It is also keen to promote India in Italy and has planned a special programme called 'Namaste India' from September 3-27. "The challenge," Ianniello commented, "Is to make an impact in a diverse country like India."