Cultural Holidays

Exhibit at the iViaggiatori Fair

Lugano, Exhibition Center – March 19 • 20 • 21 • 22, 2026

The iViaggiatori – Holiday Exhibition is the spring consumer fair exclusively dedicated to Swiss travelers who are choosing where to go on vacation. If you represent cities of art, historic villages, museums, theaters, tourism boards, foundations, hotels in urban centers, or operators specialized in thematic itineraries, here you will find an audience seeking authentic content and meaningful travels.

An exhibition with about 15,000 Swiss visitors, curious adults, families, cultural travelers, and art enthusiasts – they are looking for destinations that combine beauty, discovery, and comfort, nearby or easily accessible.

Cultural Holidays

Exhibit at the iViaggiatori Fair

Lugano, Exhibition Center – March 19 • 20 • 21 • 22, 2026

The iViaggiatori – Holiday Exhibition is the spring consumer fair exclusively dedicated to Swiss travelers who are choosing where to go on vacation. If you represent cities of art, historic villages, museums, theaters, tourism boards, foundations, hotels in urban centers, or operators specialized in thematic itineraries, here you will find an audience seeking authentic content and meaningful travels.

An exhibition with about 15,000 Swiss visitors, curious adults, families, cultural travelers, and art enthusiasts – they are looking for destinations that combine beauty, discovery, and comfort, nearby or easily accessible.

Why the iViaggiatori Exhibition is ideal for cultural holidays

Guaranteed visibility

Thousands of real and motivated visitors walk through the exhibition halls to get information, compare destinations, and gather concrete holiday proposals in cities of art, historic villages, museums, festivals, and cultural experiences.

Customers ready to decide

The Swiss audience visiting iViaggiatori comes to plan concrete trips: cultural weekends, thematic itineraries, guided tours, art + gastronomy packages, seasonal events.

Perfect timing

The exhibition takes place close to Easter and spring holidays, before the high season: ideal periods for city breaks, exhibitions, festivals, and cultural visits.

A fair dedicated to the Swiss public

iViaggiatori is a consumer fair designed for the Swiss tourism market. Visitors mainly come from Italian-speaking Switzerland, but there are also visitors from other Swiss regions, many of whom love cities of art and cultural weekends.

For your destination, this means speaking to a homogeneous audience with good spending capacity and great sensitivity for history, art, architecture, museums, traditions, and authentic experiences.

Who exhibits in the Cultural Holidays area

  • Cities of art, historic villages, and cultural districts
  • Museums, foundations, UNESCO sites, theaters, and cultural events
  • Hotels and accommodations in historic centers or artistic areas
  • Tour operators and DMCs focused on cultural itineraries
  • Experiences: guided tours, thematic routes, art, architecture, festivals, traditions, and local heritage

How to best present your cultural destination

Highlight what distinguishes you: museums and collections, historic palaces, archaeological sites, art villages, theater seasons, festivals, exhibitions, thematic itineraries, architecture, traditions, local excellences, and everything that makes your destination a place that “tells a story”.

Become an Exhibitor

What you gain from your presence at the fair

  • Direct contact with thousands of potential guests interested in cultural travels.
  • Opportunity to present your territory live: museums, events, artistic routes, monuments, festivals, urban itineraries.
  • Collection of qualified contacts and requests for bookings or detailed information.
  • Visibility in the Swiss market, which has always been attracted to quality cultural content.
  • Distribution of brochures, thematic packages, event calendars, and personalized proposals.

Participate in iViaggiatori 2026

Lugano, Exhibition Center – March 19 • 20 • 21 • 22, 2026

Explore the useful details to best organize your participation: