Tourism in the Lazio region recorded the highest growth in Italy in 2023, with a 25.3% increase in visitor numbers compared to 2022, significantly above the national average. In response to this growth, the Lazio region is intensifying its promotional activities. A key strategy involves leveraging the Italian national soccer team to highlight the region's sports, tourism, and gastronomic offerings. This initiative, called "Train for Beauty," is part of an agreement with the Italian Football Federation (FIGC). The collaboration was announced at the regional council in Rome by Lazio Region President Francesco Rocca, FIGC Secretary General Marco Brunelli, and Regional Councillor for Budget, Economic Planning, Agriculture, and Food Sovereignty Giancarlo Righini.

The Lazio administration will support the Italian national team during the European Championship in Germany. This support will include social media collaborations and initiatives to promote the region's territories and culinary excellence. Specifically, the national team will play three matches in the provinces of the Lazio region. The overarching goal is to promote the region and its assets through the influence of sports. This multifaceted promotional strategy aims to capitalize on the region's recent tourism growth by further enhancing its visibility and appeal, both domestically and internationally.

Source: https://www.7colli.it/boom-del-turismo-nel-lazio-piu-turisti-rispetto-al-2022-100293/