Italy Tourism Announces First U.S. AOR

The Italian National Tourism Board (ENIT) is appointing Wagstaff as the group’s first agency of record to grow American visitors as the country recovers post-pandemic.

The country has previously contracted with firms on a per-project basis.

The account will be led by Ernst Flach and will introduce lesser-known experiences and new developments, including Milan’s new convention bureau YesMilano that coincides with the upcoming Milano-Cortina 2026 Olympics.

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