The “Organized trip. Insured holiday” campaign relaunches the role of travel agencies and tour operators in guaranteeing safety and assistance to tourists. The Minister of Tourism underlines: «Technology simplifies the organization of trips, but in moments of difficulty it remains essential to be able to count on professionalism, assistance and human presence»
In recent years, more and more tourists have chosen to organize their holidays independently, relying on do-it-yourself bookings between online platforms and artificial intelligence tools. However, this market evolution has been superimposed on a particularly unstable international scenario. With the explosion of the crisis in the Middle East, in the early stages of the emergency thousands of Italians found themselves stranded abroad, with numerous cases of returning at their own expense. A situation that has highlighted the difficulties that can arise when traveling without a structured support network. But it is precisely in these situations that we understand the fundamental importance of travel agencies and tour operators: choosing an organized trip means being able to count on a series of guarantees both before departure and during the trip, including continuous assistance, economic coverage and coordinated management of any emergency situations. It is in this context that the “Organized trip. Insured holiday” campaign presented on Friday by the Minister of Tourism, Gianmarco Mazzi, fits.
«In times of difficulty it is essential to be able to count on professionalism»
The aim of the initiative, carried out by the Ministry of Tourism in collaboration with the Information and Publishing Department of the Presidency of the Council of Ministers, is to encourage holiday bookings through travel agencies and tour operators. Because traveling safely is possible if you rely on professional operators. In this regard, Mazzi commented: «Technology simplifies the organization of trips, but in moments of difficulty it remains essential to be able to count on professionalism, assistance and human presence. 2026 could be the year of European tourism for Italy. You need to book in advance to ensure the holiday you want.”
«Organized trip, guaranteed holiday»
The commercial, whose protagonist is the TV presenter Marco Liorni, therefore has the dual objective of reducing widespread alarmism among citizens and of giving support to a sector that is in difficulty. The campaign spread on Rai, radio and social media aims to exceed 45 million contacts and 30 million impressions. «With organized trips you don’t risk anything, in case of cancellation contact your travel agency or tour operator and you will be refunded. Remember: organized trip, guaranteed holiday” says Marco Liorni, in the commercial, ready to leave for a destination with his suitcase packed.
Tourism in Italy
After setting the record for arrivals and presences in 2025, estimates remain positive for 2026 too. There is talk of a 2.1% increase in expected arrivals and a 4% growth in tourist spending. The distribution of flows will be more widespread and balanced throughout the year, a sign that the initiatives implemented to deseasonalize and encourage tourism in other areas of the country are bearing fruit.
