Launch of the “Experience Sicily All Year Round” Campaign. Schifani: “A Strategy to Promote Year-Round Tourism”

“Experience Sicily All Year Round” is the new promotional campaign launched by the Sicilian Regional Government to encourage tourism on the island even during the low season. For eight weeks, a video and various photographic content will be distributed across multiple platforms—both digital and traditional—to showcase the fulfilling experience of a group of young travelers vacationing in Sicily during the autumn.

“With this initiative,” says President Renato Schifani, “we are embarking on a virtuous path, a communication strategy aimed at promoting year-round tourism flows to Sicily from Italy, Europe, and non-EU countries. We present our land as a kaleidoscope of colors, nature, experiences, and culture, available nearly all year round. We anticipate multiple, tangible benefits for a sector that has always been a driving force for our economy.”

In Italy, the campaign kicked off on November 4 with promotions on Google and YouTube, as well as on social media through organic content and sponsored campaigns on Meta (Facebook and Instagram), LinkedIn, and TikTok. The campaign will intensify from mid-November with a 14-day banner ad rollout on Corriere.it. In December, the campaign will also feature advertisements in two major Italian tourism magazines: *Dove* and *Bell’Italia*.

In France and Germany, the video and visual campaign will be shared on Google and YouTube, and promoted through sponsored posts on Meta, LinkedIn, and TikTok.

In non-EU countries, the campaign will target the United Kingdom and the United States, with advertising on Google, YouTube, Meta, LinkedIn, and TikTok. To maximize impact, the distribution will be strategically analyzed and optimized based on ongoing performance data. Additionally, starting in mid-November, the promotional video will play on the digital displays at Times Square in New York, with 22 screenings per day for 10 days.

This ambitious campaign represents Sicily’s commitment to redefining its image as a year-round destination, providing visitors with vibrant experiences regardless of the season.