Northern Italy expands tourism with outdoor campaigns and historical trains

New tourism initiatives are being launched in Northern Italy to promote outdoor activities and historical travel experiences.

Fondazione Varese Welcome has introduced the ‘Terra dei Laghi’ (Land of Lakes) summer campaign. The strategy aims to position the province of Varese as a premier destination for active tourism, focusing on cycling, trekking, and sports aviation such as gliding and paragliding. The campaign targets travelers at major mobility hubs in Milan and Turin to highlight the region's accessibility for sustainable outdoor experiences.

Additionally, Fondazione FS is expanding its historical train offerings with two new itineraries through Piedmont and Lombardy. Scheduled for late 2026, the Milano-Alba route will offer day trips to the Langhe region featuring seasonal tastings. A second route, the Torino-Canelli, will traverse the Monferrato hills using vintage 1920s carriages, including a special inaugural run pulled by a steam locomotive in November.