Islands of Sicily: A Triumph at FITUR in Madrid

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Islands of Sicily: A Triumph at FITUR in Madrid, between Beauty, Strategy and International Promotion

The year 2025 opened with a major success for Sicilian tourism. Favignana and the other islands of Sicily in fact shone at FITUR in Madrid, one of the world’s most prestigious international tourism fairs, held from 22 to 26 January. For the first time, the‘Islands of Sicily‘ brand, which brings together the main Sicilian minor islands under a single umbrella, graced the international stage, bringing the uniqueness, beauty and wealth of the Sicilian island territory into the spotlight of a global audience.

An Exceptional Showcase for a Mediterranean Treasure

FITUR, with its impressive reach of 101 exhibiting countries, more than 9,500 tourism companies representing 156 nations and some 250,000 visitors, has confirmed itself as an exceptional showcase for the Sicilian islands. A unique opportunity to promote not only the individual islands, but the identity and tourist offer of the entire archipelago, with a special focus on the Egadi Islands and the other islands that have joined the ‘Islands of Sicily’ brand.

The presence in Madrid represented an unprecedented opportunity to intercept the interest of a vast international audience, made up of both operators in the sector and potential tourists, particularly from foreign markets, who are increasingly attracted by authentic destinations rich in experiences such as those offered by the smaller Sicilian islands.

‘Islands of Sicily’: A Strong Brand for Coordinated Promotion

Participation in FITUR was not an isolated initiative, but the result of a precise and coordinated strategy, encapsulated in the 2025 Promotion Programme developed by the DMO (Destination Management Organisation) of the Islands of Sicily. This programme, supported by eight municipalities(Favignana, Lampedusa, Leni, Lipari, Malfa, Pantelleria and Santa Marina Salina) and more than 80 private subjects, represents a virtuous example of public-private collaboration.

The objective is clear: to integrate and strengthen individual local tourism initiatives within a shared promotion strategy that enhances the entire archipelago as a tourist destination of excellence.

“We have enthusiastically joined this project, which sees us collaborating with other Sicilian municipalities and realities to strengthen our presence in international markets,” said Stefania Bevilacqua, Councillor for Tourism for the Municipality of Favignana. Her words underline the importance of a synergetic approach that overcomes parochialism and aims at a unified promotion of the territory.

Beyond the Sea: Culture, Nature and Gastronomy as the Keys to Success

The success achieved at FITUR was amplified by a targeted promotion campaign on social media, which gave visibility to the countless natural, cultural and gastronomic beauties that characterise the ‘Islands of Sicily’. Not only uncontaminated beaches and crystal-clear waters, therefore, but also a historical and archaeological heritage of inestimable value, centuries-old traditions, breathtaking nature trails and a wine and food tradition that conquers the most demanding palates.

Each island, with its unique identity, contributes to making the archipelago a multifaceted destination capable of satisfying the diverse needs of tourists. Favignana, the ‘butterfly on the sea’, with its tuff quarries and turquoise waters; Lampedusa, gateway to Europe and a nature reserve of extraordinary beauty; Lipari, the largest of the Aeolian Islands, rich in history and natural attractions; Pantelleria, the ‘black pearl’ of the Mediterranean, with its dammusi and volcanic landscapes; these are just a few examples of the richness and variety that characterise the ‘Islands of Sicily’.

A Strategic Path: From Madrid to Major International Fairs

The success of Madrid represents only the first stage of a strategic path of international promotion that will see the Sicilian Islands DMO play a leading role at the main trade fairs in the sector. In fact, the roadmap includes participation in:

  • Milan (BIT): the International Tourism Exchange, a key appointment for the Italian market.
  • Munich (F.RE.E): the leisure, travel and wellness fair, an important showcase for the German market.
  • Berlin (ITB): the Internationale Tourismus-Börse, considered the world’s largest tourism fair.
  • Paris (Salon Mondial du Tourisme): a key event for the French market, one of the most important for Sicilian tourism.
  • Rimini ( TTG): the TTG Travel Experience, the main Italian event dedicated to B2B tourism.
  • London (WTM): the World Travel Market, one of the most influential global events for the travel industry.

This capillary presence on the main international markets has a twofold objective: on the one hand, to enhance the entire territory of the Sicilian islands, creating development opportunities not only for the local authorities but also for the private operators collaborating in the project; on the other, to consolidate the position of the ‘Islands of Sicily’ as a destination of excellence on the international tourism scene, attracting quality tourist flows and deseasonalising the offer.

A Sustainable and Inclusive Tourism Development Model

The ‘Islands of Sicily’ promotion strategy is not limited to increasing visitor numbers, but aims at a sustainable and inclusive tourism development model. A tourism that respects the environment, enhances local communities and promotes a circular economy, capable of generating widespread and lasting benefits.

Collaboration between public authorities and private operators is essential to achieve this objective. The DMO, in this sense, plays a crucial role of coordination and support, facilitating the creation of networks and synergies between the various players in the area.

The Future of the Sicilian Islands: A Growing Brand

Participation in FITUR in Madrid marks a decisive step towards a more integrated, structured and conscious tourism promotion for the Sicilian islands. Working together under the single ‘Islands of Sicily’ brand makes it possible to amplify the area’s attractiveness, reach new markets and position itself as a destination of excellence on the international tourism scene.

A growing brand, which promises to lead Sicily’s minor islands towards a future of development and prosperity, while respecting their identity and extraordinary beauty. The path taken is ambitious, but the results obtained at FITUR show that the road is the right one. The islands of Sicily, with their unique and diversified offer, are ready to win the hearts of travellers from all over the world.

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