Naples at TTG 2026, the sea at the heart of the tourism strategy: heading for the America's Cup

The sea as an identity, cultural heritage, and resource for the tourism of the future. This is the direction chosen by the City of Naples for the TTG Travel Experience 2026, the event dedicated to the tourism sector scheduled in Rimini from October 14th to 16th. The Department of Tourism's participation is part of the city's promotion on international markets, with an eye on the 38th America's Cup in 2027, which is set to be a strategic event to strengthen the destination's appeal.

The theme chosen for the event, Exist, offers an opportunity to explore a Naples to be discovered through experiences that transcend traditional tourist circuits. Central to the program is the relationship between visitors, places, and communities, with itineraries that intertwine nature, archaeology, culture, sport, and maritime traditions.

America's Cup: Naples's future as a tourist destination lies in the sea.

The main event is scheduled for Thursday, October 15, at 12:00 p.m., at the City of Naples stand at the TTG, in Hall A3, Stand 235. The panel "Naples in full sail: America's Cup, a route to the future" will focus on the city's tourism prospects and the opportunities associated with major events.

The discussion will include Valentina Della Corte, professor and representative of the Urban Tourism Observatory of the City of Naples, Teresa Armato, Councilor for Tourism and Productive Activities, and Luigi Carbone, President of the Tourism and Culture Commission.

"The theme Exist perfectly captures the current moment Naples is experiencing. Our city doesn't just want to be admired, but experienced, and the sea represents an extraordinary opportunity to tell its story from a different perspective," says Councilor Teresa Armato.

The America's Cup, the city council member emphasizes, offers the city exceptional international visibility. The challenge will be to transform this attention into concrete and lasting opportunities for the region, encouraging discovery not only of the most famous sites, but also of the natural heritage, neighborhoods, traditions, and experiences that define Naples.

The work carried out with the DMO fits into this direction, through new promotional tools and initiatives such as Live Napoli, designed to put the local tourist offering in direct contact with international operators and markets.

From the European Capital of Sport 2026 to the America's Cup 2027

Sports tourism is one of the key areas Naples is focusing on to consolidate its international presence. 2026, the year the city is the European Capital of Sport, has already featured major events, from the opening match of the European Men's Volleyball Championships in Piazza del Plebiscito to the Naples City Half Marathon.

The calendar continues on October 18th with the Neapolis Marathon, which will bring 8.000 athletes from five continents to the city. The 2027 program includes a new edition of the half marathon on February 21st and, starting in May, the America's Cup events.

The goal is to leverage the attractiveness of sporting events to broaden travel motivations and encourage a more varied stay for visitors. Athletes, companions, and enthusiasts will thus also be able to benefit from offers related to the city's cultural heritage, experiences, and tourism excellence.

"Naples as a New City": itineraries between Posillipo, Gaiola, and Marechiaro.

The sea is also the protagonist of Naples in New City, the official tourism portal online since last August, developed as part of the activities of the DMO of the Municipality of Naples.

The platform offers itineraries and experiences designed to explore the city from unconventional perspectives. Among the options are kayak excursions along the Posillipo coast, between Gaiola and Nisida, boat tours from Mergellina to Marechiaro, and sunset cruises.

These itineraries highlight the historical connection between Naples and the Mediterranean, bringing together landscape, archaeology, nature, and maritime traditions. Coastal heritage thus becomes an integral part of the tourist offering, alongside the monuments, museums, and iconic sites of the city center.

The strategy aims to expand the destination's narrative, offering travelers new opportunities for discovery and helping to spread tourist interest across a more diversified offering.

Live Napoli: 33 international buyers at Maschio Angioino

After the TTG, the city's promotion will continue with an event dedicated to industry professionals. Live Napoli, the B2B workshop promoted by the Naples City Council's Department of Tourism and coordinated by the DMO, returns on Saturday, October 17th, in the Sala dei Baroni in Castel Nuovo.

Starting at 9:00 a.m., local tourism operators will meet with 33 international buyers from 16 countries, selected by Italian Exhibition Group as part of the TTG Travel Experience. Markets represented include the United States, China, the United Kingdom, Germany, Japan, India, Brazil, and South Africa.

The meetings will involve professionals specializing in the leisure, MICE, and luxury segments: tour operators, travel agencies, event organizers, and high-end tourism consultants. The goal is to foster new business relationships, consolidate existing collaborations, and create business opportunities between international demand and Neapolitan supply.

The workshop will consist of a series of scheduled B2B meetings, allowing local operators to directly present their services and proposals to buyers. Councilor Teresa Armato will speak at 11:00 a.m.

Three itineraries to introduce the city to foreign operators

The Live Napoli program will also include a family trip, divided into three thematic itineraries, to allow international operators to experience the destination and the experiences available firsthand.

Here too, the sea will play a central role, in view of the 2027 America's Cup and the opportunities this major sporting event will offer for tourism promotion.

The goal is to transform professional meetings into concrete collaborations and promote Naples' inclusion in travel plans for foreign markets. This strategy aims to combine the international visibility of major events with the promotion of local resources, making the Mediterranean a key distinguishing feature of the city's tourism offerings.