De-seasonalization and AI: Genoa’s New Strategy for the Tourism of the Future

Last year, the city of Genoa recorded 3.5 million overnight stays, highlighting a broad and diverse visitor base. Data shows that half of all tourist traffic originates from abroad, particularly from France, Switzerland, and Germany.

Against the backdrop of these figures, the core pillars of the new Tourism Promotion and Marketing Plan, presented on March 10, 2026, have become clear. As repeatedly emphasized by the Councilor for Tourism and Territorial Marketing, the watchword is "de-seasonalization."

The goal is to establish Genoa as an ideal year-round destination, catering not only to the leisure segment but also to outdoor and business tourism, thereby strengthening the city's positioning in both national and international markets. Genoa’s brand will be promoted through various channels, including international trade fairs, traditional media, and a robust social media presence fueled by collaborations with influencers and the specialized press.

Genoa’s USP (Unique Selling Proposition)—comprising its vast artistic and cultural heritage, world-class food and wine, extensive trail network, and growing prominence in sporting events—will also be showcased through the launch of an AI-powered virtual assistant. This led to the introduction of "Moogù," a new territorial promotion tool soon to be available on the Visitgenoa website. Moogù will guide tourists through the city by offering personalized itineraries, activity suggestions, and answers to any questions or curiosities. The tool cleverly transforms the "mugugno" (the stereotypical Genoese grumble) into a warm welcome: a guide ready to dispel prejudices and provide visitors with the best local tips.

This initiative marks another step toward a smarter, more accessible Genoa. Having been shortlisted for the third consecutive time as a European Capital of Smart Tourism, the city aims to consolidate and evolve its current strategies. In this context, Genoa will also host a major international conference at the behest of the European Commission, confirming its role as an innovation lab for the tourism of the future.

Edited by Ada Cardani