Italy hosted the News UK Travel Awards 2022 in Matera after a two-year pause caused by the pandemic.
The promotional setting: the initiative used the visibility of the awards to showcase Puglia and Basilicata as high-value tourism destinations.
Why it matters: hosting industry recognition events can strengthen destination reputation while creating direct contact with international intermediaries and media.
The broader takeaway: event hosting works best when it is embedded in a clear territorial promotion strategy.
