How Italy Plans To Transform Its South Through Elite Sailing Tourism
Italy hosts the America’s Cup in 2027, aiming to boost southern Italy’s economy through sports tourism, urban renewal and greater inclusion in sailing
Prime Minister Giorgia Meloni’s recent ceremonial welcome of the America’s Cup to Rome signals more than just Italy‘s first-time hosting of the world’s oldest sailing competition. It represents a bold strategy to position southern Italy as an economic powerhouse through sports tourism – a sector that has proven transformative for Mediterranean destinations.
The Economic Engine Behind Elite Sailing Events
Barcelona’s hosting of the 2024 America’s Cup provides a compelling case study. The event generated over €1 billion in economic impact for the Catalan capital, creating the equivalent of 12,872 jobs and producing €208.5 million in tax revenue. With a global television audience of 954 million viewers, the competition demonstrated how prestige sailing events can deliver both immediate economic benefits and long-term destination branding.
Italy’s government clearly studied this success closely. Sports Minister Andrea Abodi emphasised that hosting the 2027 America’s Cup in Naples ‘represents a tremendous opportunity for the entire country to enhance the value of its territory, to boost tourism, and to promote sports’.
Naples: From Industrial Past to Maritime Future
The choice of Naples as the venue carries particular significance for Italy’s economic strategy. Mayor Gaetano Manfredi spoke passionately about the opportunity during the Rome ceremony, saying: ‘We are transforming Bagnoli into a beautiful place – building Naples’s tomorrow.’ The reference to Bagnoli, a former industrial area undergoing redevelopment, highlights how major sporting events can catalyse urban regeneration.
This approach mirrors successful waterfront transformations across the Mediterranean. Analysis by Unimpresa forecasts the 2027 America’s Cup could generate over €690 million in economic benefits for Naples and its region, positioning the city to compete with other Mediterranean sailing destinations.
The Rise of Sailing Tourism
Italy’s America’s Cup bid reflects broader trends in recreational sailing and maritime tourism. The country already boasts one of the Mediterranean’s most successful sailing teams, Luna Rossa Prada Pirelli, which has competed in multiple America’s Cup campaigns since the famous Azzurra challenge in 1983.
Grant Dalton, joint CEO of defending champions Emirates Team New Zealand, noted during the ceremony that ‘25% of media at the last America’s Cup was consumed in Italy’, highlighting the country’s passionate sailing fanbase. This existing enthusiasm provides a strong foundation for Naples to attract millions of visiting fans when the competition returns to Europe.
The historic relationship between Italy and America’s Cup competition runs deep. Previous competitions have showcased the sport’s evolution from its 1851 origins to today’s high-tech racing spectacles that captivate global audiences.
Southern Italy’s Economic Renaissance
Prime Minister Meloni positioned the America’s Cup as evidence of southern Italy’s changing economic fortunes. ‘I am sure that this event will contribute to strengthening a leading role of the south that in recent years has been able to rediscover its vitality and its pride,’ she said. ‘A south that is no longer at the bottom of the class but that is becoming the driving force of Italian development.’
This messaging aligns with broader government efforts to rebalance Italy’s economy away from its traditional northern industrial base. Major sporting events offer a pathway to showcase southern Italian cities on the global stage whilst delivering tangible economic benefits. The broader appeal of southern Italian destinations already draws millions of visitors annually, providing a strong foundation for sports tourism expansion.
Beyond Tourism: Educational and Social Impact
Meloni outlined ambitious plans extending beyond immediate tourism gains. The government intends to integrate sailing into school curricula alongside STEM education, combining ‘scientific training and sporting experience’. This educational component could create lasting benefits for Italy’s maritime industries and sailing culture.
The approach reflects how modern sporting events increasingly focus on legacy planning. The Italian government specifically aims to build tourist infrastructure in Naples that will continue benefiting the city long after the sailing competition concludes.
The emphasis on inclusion extends to gender equality in sailing. Recent America’s Cup editions have featured increasing participation from female sailors making history at the sport’s highest level, a trend Italy hopes to continue when hosting in 2027.
A Mediterranean Strategy
Italy’s success in securing the America’s Cup demonstrates how Mediterranean countries are competing to position themselves as premium destinations for international sporting events. The combination of historic venues, passionate local support and economic incentives creates compelling propositions for event organisers.
The stunning Roman ceremony, held at the 17th-century Casino del Bel Respiro with St Peter’s Basilica as a backdrop, typified Italy’s ability to blend historical grandeur with modern sporting spectacle. This combination of heritage and excitement increasingly defines how Mediterranean destinations market themselves to global audiences.
The broader context of Italy’s travel appeal provides an excellent foundation for expanding into sports tourism, particularly in regions where ancient history meets modern hospitality.
As Naples prepares for 2027, the city faces the challenge of translating initial excitement into sustained economic development. The America’s Cup offers a unique opportunity to showcase southern Italy’s potential, but success will depend on careful planning and infrastructure investment in the months ahead.
