Alessandra Priante Recognized as GITT Ambassador for Her Leadership in Tourism and International Tourism Diplomacy

Alessandra Priante, current President of ENIT SpA (Italian National Tourism Agency), has been awarded the prestigious GITT Ambassador title, a distinction granted to individuals whose professional, ethical, and communicative careers have significantly contributed to the strengthening of governmental and institutional travel at the international level. This recognition highlights her commitment to tourism diplomacy, sustainability, equality, and the promotion of strong multilateral relations between nations and territories.

The award was presented by Diego Fuentes Díaz, CEO of Tourism Optimizer Platform (TOP), an Affiliate Member of UN Tourism and Member of the Tourism Board of Spain, during the 123rd session of the Executive Council of UN Tourism, recently held in Segovia (Spain). The ceremony brought together international authorities, government representatives, and global tourism sector leaders.

Priante has extensive experience in the international and diplomatic spheres. She was the first woman and the first Italian to serve as Director for Europe at the United Nations Tourism Agency (UN Tourism), where she led the organization’s most significant region, encompassing 43 Member States and accounting for 51% of the global tourism market. During her tenure, she implemented innovative projects and effective working methods, strengthened collaboration between public and private sectors, and increased financial contributions to the organization.

Her leadership was especially noteworthy during the COVID-19 pandemic—the most severe crisis ever faced by the global tourism industry—where she led impactful initiatives such as the Global Tourism Crisis Committee and various technical global task forces, positioning UN Tourism at the heart of European and international institutions. She also promoted key campaigns like #RestartTourism and organized the first World Youth Summit on Sustainable Tourism in Sorrento (Italy).

Since 2024, as President of ENIT SpA, Priante has led Italy’s tourism promotion strategy, with a strong focus on sustainability, digitalization, and professional training in the sector. Her vision has been instrumental in positioning Italy—and Europe—at the center of global tourism initiatives, reinforcing tourism's role as a bridge between cultures and a catalyst for international dialogue.

The GITT Ambassador award recognizes not only her professional achievements but also her dedication to promoting tourism as a tool for diplomacy, international cooperation, and the advancement of common goals in sustainability and equity.

With this recognition, Alessandra Priante joins a select group of leaders who have demonstrated exceptional commitment to the development and promotion of governmental and institutional travel as a driver of global understanding and a key instrument for a shared future.