Genoa is emerging as a new tourist destination: international recognition and major events

In recent years, Genoa has been attracting increasing attention as a tourist destination, including internationally. At the end of August, the Wall Street Journal dedicated an article to the city, suggesting that Genoa deserves a place on an itinerary through Italy.

But this is not an isolated case. Between international recognition, major concerts and events capable of attracting visitors from outside the city, Genoa appears to be entering a new phase of revival.

For those who want to experience this transformation firsthand, we invite you to stay in a central area at our Hotel Astoria Genoa, making it easy to reach many of the districts and places playing a key role in the city’s evolution.

Genoa in the international spotlight

The recent Wall Street Journal article describes Genoa as a city that deserves a place on a modern Grand Tour of Italy, particularly for its artistic heritage, the Palazzi dei Rolli, its traditional cuisine and the opportunity to explore places of great interest without the same levels of crowding found in other Italian cities.

However, this is not the first time Genoa has received attention from the international press and travel guides. In 2025, Lonely Planet included it among its Best in Travel destinations, while in 2026 the New York Times selected it as one of its 52 Places to Go for the year.

The common thread is interesting: Genoa is increasingly being presented not simply as a gateway to the Riviera, but as a destination worth visiting in its own right, with a distinctive identity that sets it apart from Italy’s more crowded art cities.

Not just culture: Genoa is also investing in major events

Events are also helping to reshape the city’s image. In April 2026, Charlotte de Witte, one of the biggest names on the international techno scene, turned Piazza Matteotti into a huge open-air dancefloor: according to the Municipality of Genoa, more than 20,000 people attended over the course of the evening.

A few months later, Olly brought major concerts back to the Luigi Ferraris Stadium after 22 years, while Genoa was also chosen as the first stop of the RDS Summer Festival 2026, featuring artists such as Annalisa, Irama and Pinguini Tattici Nucleari.

These are very different events, but they all point to the same trend: Genoa is working to complement its cultural offering with a programme capable of attracting new audiences and giving the city a more contemporary image.

Why Genoa is becoming more interesting for travellers

The growing interest in Genoa probably comes from this combination of different elements. The city has an important historical and artistic heritage, from the Palazzi dei Rolli to the historic centre, but it also offers the sea, food, museums and an increasingly varied programme of events.

Another factor is that, compared with other major Italian art cities, Genoa remains a less crowded destination and one that is still capable of surprising first-time visitors.

The international recognition and major events of recent years have therefore not created a new destination from scratch. Rather, they are helping more people discover a city that, until quite recently, was often left out of the most traditional tourist itineraries.