Naples, Italy is anticipating a significant surge in tourism driven by the upcoming 37th America’s Cup sailing competition, slated to be held in the Gulf of Naples in 2027. Italian Minister of Tourism, Daniela Santanchè, highlighted the event’s potential during the inauguration of the 29th edition of the Borsa Mediterranea del Turismo (BMT) at the Mostra d’Oltremare in Naples on March 12, 2026. The competition is expected to serve as a major promotional campaign for the region, attracting global attention and investment.
Santanchè stated that hosting the America’s Cup represents “an vital boost for the growth of tourism and investments” in the Campania region. She emphasized the event’s global reach, noting that the America’s Cup is viewed worldwide, which will “strengthen the destination Naples and the destination Campania” even further. This comes on the heels of successful sporting events in Italy, including the recent Olympic and Paralympic Games, which have already spurred infrastructure development and increased visitor numbers.
The BMT, a key event for the tourism industry in Southern Italy, saw participation from prominent figures including Naples Mayor Gaetano Manfredi, Regional Tourism Assessor Enzo Maraio, and ENIT (Italian National Tourist Board) President Alessandra Priante. The 29th edition of the BMT is demonstrating strong pre-accreditation numbers, with a reported 9% increase in expected visitors, according to organizers Progecta. Attention is particularly focused on the potential of the America’s Cup and the broader appeal of the Southern Italian region.
Campania’s Tourism Growth
Minister Santanchè reported positive trends in Campania’s tourism sector, stating that the region experienced approximately a 7% increase in arrivals and overnight stays. She projected that in 2025, Campania expects to welcome over 20 million tourists. “The tourism in Campania is going very well,” she said upon arrival at the BMT, adding that growth has continued into the beginning of 2026. She credited the success to strong collaboration between national, regional, and local institutions.
Focus on Luxury and Innovation
This year’s BMT also features a dedicated focus on luxury tourism and the role of Artificial Intelligence (AI) within the travel sector, through the BMT – Innovation Arena. This reflects a broader strategy to attract higher-spending tourists and leverage technology to enhance the visitor experience. The event serves as a platform for networking, business development, and the exchange of ideas among industry professionals.
Italy’s Sporting Momentum
Santanchè connected the America’s Cup to a wider pattern of successful sporting events in Italy, including the recent Olympic and Paralympic Games. She argued that these events act as “accelerators” for infrastructure projects, leaving lasting benefits for both local communities and tourists. The minister also highlighted the increased global interest in Italy as a travel destination, fueled by the positive exposure from these high-profile events.
The America’s Cup is expected to generate significant economic benefits for Naples and the surrounding Campania region, not only through increased tourism revenue but also through infrastructure improvements and investment opportunities. The event is anticipated to draw a substantial international audience, further solidifying Italy’s position as a leading global tourism destination.
Looking ahead, the successful execution of the America’s Cup will be crucial for maximizing its economic and promotional impact. Continued collaboration between government agencies, local businesses, and event organizers will be essential to ensure a seamless and positive experience for visitors. The focus will remain on leveraging the event to showcase the unique cultural and natural attractions of Naples and Campania, attracting visitors long after the final race is run.
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