Emilia-Romagna aims to leverage its hosting of Routes Europe 2026 to strengthen air connectivity and support ambitious tourism growth targets, regional minister Roberta Frisoni says.
The event, which brings together airlines, airports and destinations, is being positioned as a strategic opportunity to secure new routes and raise the profile of the region’s aviation assets.
“For us, it is not just about hosting an event,” Frisoni tells Aviation Week. “We want it to deliver concrete results in terms of route development.”
She says the Emilia-Romagna region is seeking to reposition itself internationally by promoting the diversity of its offering, from beaches and nightlife to historic towns, gastronomy and motorsport experiences.
“We can provide very different types of products,” she adds, highlighting the ability to attract both high-end and budget travelers.
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A key part of the strategy is improving coordination between all the region’s airports to ensure growth is complementary rather than competitive.
Frisoni says the regional government is taking a more active role in aligning aviation policy, including through tax incentives, infrastructure investment and joint marketing efforts.
“We need to play as a team,” she says, adding that future growth will come from increasing overall demand rather than redistributing traffic within the region.
She also points to changing travel patterns, with visitors increasingly exploring multiple destinations within a single trip—a trend the region is seeking to capitalize on through integrated tourism promotion.
Frisoni says the goal for Routes Europe is to demonstrate the region’s potential to airline partners and convert that interest into long-term connectivity gains.
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