Rome, October 26, 2025 – The Europe Today: Italy has unveiled a new national initiative aimed at expanding its tourism sector through the emerging field of motor tourism, with a focus on promoting lesser-known regions, reducing overtourism, and supporting local economic growth. The strategy follows the signing of a landmark agreement in Rome between the Italian Historic Automobile Club (ASI), the ANCI Cities of Motors (CdM) network, and the National Association of Italian Municipalities (ANCI).
The renewed collaboration seeks to integrate Italy’s renowned automotive heritage with rural tourism, local craftsmanship, cultural traditions, and natural landscapes. By showcasing the country’s historical ties to iconic automotive brands such as Ferrari, Maserati, and Fiat, the initiative aims to attract both domestic and international tourists to small towns and inland communities that are often overlooked by mainstream tourism.
Officials emphasized that this partnership promotes an inclusive and sustainable tourism model. The agreement empowers municipalities to leverage their motorsport legacy as a vehicle for economic revitalization, with motor events, heritage trails, and automotive-themed attractions expected to generate increased footfall and revenue for hospitality, retail, and local businesses.
“Italy’s automotive heritage is not just an industrial achievement—it is a cultural asset that can drive tourism and local development,” the partners stated during the signing ceremony. “Through this initiative, we aim to reduce pressure on overcrowded destinations and encourage responsible travel that supports smaller communities.”
The strategy includes mobilising over 350 ASI-affiliated automobile clubs to host rallies, exhibitions, and events that highlight “hidden Italy,” offering tourists immersive experiences tied to regional history, gastronomy, and craftsmanship. These events will serve as gateways to discovering towns rich in tradition but currently underrepresented in major travel circuits.
The network of Italian Motor Cities has grown to over forty municipalities, each contributing to the preservation and promotion of the country’s automotive identity. The initiative is also linked to ongoing efforts to support a bipartisan bill on motor tourism, currently under discussion in Parliament, which would provide a legal and financial framework for further development.
This collaborative approach between public and private sectors is expected to create a sustainable, long-term tourism model aligned with Italy’s broader environmental and cultural preservation goals.
Looking forward, stakeholders aim to establish motor tourism as a key pillar of Italy’s tourism strategy, expanding its reach to new regions while enhancing visitor engagement through heritage, innovation, and responsible travel.
