A double-decker bus travels through central London, showcasing images of Cala Goloritzè (Baunei) and La Pelosa di Stintino. It's one of the initiatives included in the Department of Tourism's participation in the World Travel Market, one of the most prestigious trade fairs for the travel industry.
The Region's communications strategy focuses on UNESCO's heritage, with the latest recognition of the Domus de Janas, joining the Nuragic site of Barumini. The sea is in the spotlight with Cala Goloritzè, named the world's best beach for 2025. Sardinia's tourism prestige has further increased in recent days with Lonely Planet's designation of the island as a Best in Travel 2026. Over 9,000 buyers and 3,000 media representatives are participating in the World Travel Market in London, with a potential turnover estimated at just under €3 billion.
The Regional Department of Tourism will not only be present with a stand, which will host 29 operators representing Sardinian tourism: in addition to the beach bus, there will be initiatives aimed at buyers, one in collaboration with ENIT at the Madame Tussauds museum and the other, in collaboration with Lonely Planet, at the National Portrait Gallery.
«Sardinia is truly a protagonist this year at the WTM in London with a series of collateral events at the fair», underlined councillor Franco Cuccureddu, «the fair has as always a large participation of operators, but the really interesting thing is that together with ENIT we organised an event in which, in the Madame Tussauds Wax Museum, we hosted the main European journalists who deal with tourism and the most important European and international tour operators».
"The cultural tourism market," observes Todde, a member of the Regional Council, "is experiencing strong growth, adding to the already recognized Domus and Nuragic civilization with the Barumini site. We've achieved two other very important results: having the most beautiful beach in the world with Cala Goloritzè, and having been awarded the title of Best Travel Destination for 2026, which will be made concrete and official right here in London. Sardinia will be the only European region recommended by Lonely Planet, considered the bible of global travel guides."
