Rome Launches RISE: A Bold New Chapter in Global Luxury Tourism
With RISE, Rome ushers in a new era for luxury tourism, grounded in strategic vision, public-private synergy, and a structured operational model. After years of fragmented management, the Capital has embraced a scientific, results-driven approach that positions local excellence as a competitive asset on the global stage.
From February 27 to March 1, 2025, Rome made a resounding statement on the global stage of high-end tourism with the launch of RISE – Insights, Style, Experience, a visionary new initiative designed to elevate the city’s profile as a world-class destination for premium travel and lifestyle experiences.
Spearheaded by Alessandro Onorato, Councillor for Major Events, Sport, Tourism and Fashion for Roma Capitale, and produced by Convention Bureau Roma e Lazio on behalf of Fondazione per l’Attrazione Roma & Partners, RISE was conceived as a strategic platform to create connections, generate commercial opportunities, and redefine how the Eternal City is perceived by international luxury markets.
In its debut edition, RISE brought together the timeless allure of Rome with cutting-edge event strategy: part high-level B2B workshop, part curated cultural journey. Over three immersive days, the event hosted 56 top-tier international buyers from across the United States, Canada, Latin America, Europe, and India, alongside 43 local operators from Rome and Lazio, and more than 20 national and international media representatives, including journalists, key opinion leaders, and content creators from the luxury, hospitality, and travel sectors.
A Showcase of Roman Elegance and Strategic Hospitality
RISE officially opened with an elegant Opening Reception at the Hotel de la Ville, setting the tone for an event that blended sophistication with substance. The following evening, the city’s grandeur took center stage at the Grand Opening Gala, preceded by a welcome address by the Mayor of Rome, Roberto Gualtieri, held in the historic Sala della Protomoteca on the Capitoline Hill and extending onto the panoramic Terrazza Caffarelli, offering guests an unforgettable Roman sunset and a view over centuries of history.
The core of the event was dedicated to targeted B2B meetings, hosted in the exclusive Sala Ritz of The St. Regis Rome and the Sala Michelangelo of the Rome Cavalieri Waldorf Astoria, creating a dynamic environment for business development and networking at the highest level. These encounters generated over 3,000 new leads, solidifying RISE’s role as an indispensable marketplace for the global luxury tourism sector.
The experience culminated in a spectacular Closing Gala at Villa Miani, an elegant hilltop villa overlooking the city, where participants celebrated the event’s success with one last evening of Italian refinement and hospitality at its finest.
Redefining Rome’s Global Appeal
The first edition of RISE was widely hailed as a turning point for Rome’s approach to tourism promotion. For the first time, the city presented a unified, strategic vision that went beyond traditional narratives and leveraged the collaborative strength of its institutional and private stakeholders.
“For too many years, tourism in Rome was handled in a disorganized and improvised way. We’ve turned the page by embracing a scientific and structured approach, supported by continuous communication and marketing strategies—and the results are proving us right,” said Alessandro Onorato, Councillor for Sport, Tourism, Fashion, and Major Events for Roma Capitale.
“What RISE demonstrates is that when the private sector comes together and collaborates with public institutions, the benefits are shared by all. I want to thank the Convention Bureau Roma e Lazio for their exceptional work, as well as the more than 50 companies that believed in this vision, investing resources and making a significant contribution to the project.”
RISE was not just a promotional event—it was an embodiment of a new mindset, one where institutional vision aligns with entrepreneurial energy to promote Rome as a brand capable of standing alongside the world’s most exclusive destinations.
“We are extremely proud of the results achieved with this first edition of RISE,” said Onorio Rebecchini, President of the Convention Bureau Roma e Lazio. “This project was born from the synergy between institutions and private stakeholders—a formula that has proved to be not only successful, but also replicable. RISE allowed international buyers and media to see Rome and Lazio through a fresh lens, appreciating not just the unrivaled heritage, but also the depth and excellence of local services, hospitality, and high-end experiences. This is just the beginning of a long-term journey that will continue to place Rome at the heart of the global luxury tourism conversation.”
A Booming Sector and a Strategic Opportunity
The event came at a time of unprecedented growth for Rome’s luxury tourism sector. In 2024 alone, the city saw the opening of 14 new five-star hotels, with seven more scheduled to open in 2025. This wave of investment has been driven by a clear policy from the municipal administration to attract premium hospitality brands and foster innovation in service and infrastructure.
The numbers tell the story: last year, Rome’s luxury hotels welcomed 1.3 million arrivals and 2.9 million overnight stays, reflecting a 5.87% increase and placing the city among the most attractive high-end destinations globally.
RISE capitalized on this momentum, offering an opportunity for international travel professionals to explore the authentic, sophisticated side of Rome—beyond the tourist clichés. Participants experienced a curated itinerary highlighting Rome’s best-kept secrets: from artisanal workshops and fashion ateliers to exclusive food and wine tastings, private art experiences, and design-focused itineraries.
A Green and Socially Conscious Event
In keeping with global expectations for sustainability, RISE adopted a green event philosophy, using certified FSC and recycled materials and embracing digital formats wherever possible. In a notable act of solidarity, the event also partnered with Equoevento Onlus to recover over 500 uneaten food portions (equivalent to approximately 75 kg) and donate them to the Vo.Re.Co. Center (Volontari Regina Coeli), supporting reintegration efforts for former detainees and assisting vulnerable communities in Rome.
Trenitalia: Official Green Carrier
Supporting RISE as Official Green Carrier, Trenitalia underscored the role of transportation in shaping sustainable tourism:
“We are proud to support RISE,” said Mario Alovisi, Trenitalia’s Director of Marketing. “Tourism has always been a strategic pillar for Trenitalia, and we believe Rome continues to stand as a top-tier luxury destination, capable of attracting discerning travelers from around the world. Our goal is to deliver a transport experience that is not only sustainable but also aligned with the highest standards of quality for both national and international clients.”
With RISE, Rome has sent a clear message to the world: the city is ready to lead a new era in luxury travel, grounded in innovation, sustainability, and cultural authenticity. This is not simply a new event—it is the beginning of a new narrative. One where Rome doesn’t just welcome visitors. It captivates them, inspires them, and invites them to return—again and again.
