The Sardinia Region took center stage in New York with a mission led by Regional Councillor Franco Cuccureddu, convening institutional leaders, airport representatives, and key stakeholders from the tourism sector.
A wide-ranging program of institutional meetings, industry discussions, and targeted promotional initiatives has marked the launch of a structured strategy for the U.S. market. The campaign now continues with an ongoing presence: from Sunday features in The New York Times, showcasing the destination, to the iconic LED billboards in Times Square, where images and videos are reaching a global audience.
The final session took place at the prestigious headquarters of The New York Times, in the presence of media, buyers, and industry stakeholders. The delegation was welcomed by John Oros, Head of Industry – Automotive, CPG, Travel and Real Estate at the historic newspaper, who shared personal memories of his trips to the island.
Tourism Councillor Franco Cuccureddu summed up the outcomes of the mission: “These have been three productive days, filled with meetings, discussions, and conferences at a fast pace, giving us the opportunity to better understand how to position Sardinia in the U.S. market,” he said. “It also marked the launch of a well-structured, multi-level promotional campaign.” He also highlighted how the new direct New York–Olbia flight, operated by Delta Air Lines, has provided “an opportunity to introduce a fast-growing market like the United States to new tourism products, from the island’s hiking network and historic villages to its blue zones and major events, starting with the first preliminary regatta of the 38th America’s Cup.”
Overall, there was strong satisfaction with a mission that generated significant interest across the entire
U.S. tourism industry. “The synergy between the regional institutions, chambers of commerce, tourism associations, and the airport system is essential to strengthening the perception of Sardinia as an efficient, cohesive tourism system capable of setting new ambitious goals, building on recent growth in visitor numbers, international recognition, and new intercontinental connectivity,” Cuccureddu added, while maintaining close attention to the international context and the potential impact of rising fuel costs.
Italian diplomatic institutions in New York were represented by Laura Pirino, Vice Consul General, originally from Nuoro, who expressed her appreciation for the new direct flight. “This is a strategic connection that further strengthens the relationship between Italy and the United States and, for the first time, directly links Sardinia to the American market,” she said. “This route is an extraordinary opportunity to promote iconic destinations—not only the Costa Smeralda, an international symbol of high-end tourism and Italian excellence—but also small villages rich in artisanal traditions and much more.”
Giving voice to Sardinia’s business and social community was Pietro Esposito, Secretary General of the Chamber of Commerce of North Sardinia: “The meetings held in New York over these past days are helping us better understand how to organize hospitality services and offer an authentic experience of our traditions and the beauty of our territory. Sardinia’s Chambers of Commerce, together with the airport system and the business community, support the Region in this effort to promote and present the destination.”
Also contributing to the program were Caterina Orlando, Head of the U.S. and Mexico Markets at ENIT, whose collaboration remains essential to the development of the project; Paolo Manca, President of Federalberghi Sardegna; Gian Mario Pileri, President of FIAVET; Maurizio Battelli, President of the Extra association; Laura Zazzara, President of the B&B Association of Cagliari and Sardinia; David Crognaletti, representing Cagliari Airport; and Mario Garau, representing the airport system of Alghero and Olbia.
Also in attendance was Brekke Fletcher, Senior Content Director at Lonely Planet, widely regarded as the “bible of travelers.” Fletcher expressed strong enthusiasm for the launch of the direct flight, noting that the decision to spotlight Sardinia in 2026 is fully aligned with market trends. The island has in fact been named by Lonely Planet among the world’s top 25 destinations to visit—the only European destination on the list— a significant recognition from a guide that, at some point, has been in every traveler’s backpack.
During the day, Liz Barrera, Sales Manager at Delta Air Lines, also took the floor, highlighting the airline’s role as the leading U.S. carrier for travel between the United States and Italy. Barrera announced that, starting May 29, the new route will operate with four weekly frequencies, further strengthening connections between the two countries.
Paola Saraceni, Regional Sales Director at Delta Vacations, offered insight into evolving travel trends: “Customers are increasingly looking for more customized and unique experiences. The luxury travel segment has been growing for several years. At the same time, there is rising interest in destinations that offer more options related to nature and a healthy lifestyle, and we believe Sardinia fully meets these expectations of U.S. travelers.”
Special guest of the final event, Alessandro Nivola, actor and grandson of renowned Sardinian sculptor Costantino Nivola. “Since I was very young, I’ve felt a strong connection to Sardinia, almost unconsciously. When I first arrived there as a teenager, I realized there was something indescribable—yet deeply familiar to me—in the place, the people, and their way of life,” said the actor, fresh off the success of the miniseries Love Story streaming on Hulu.
“From that first visit, Sardinia has become an essential part of my life and will always remain so. I believe it holds some of the oldest civilizations in the world. And because of its position in the Mediterranean, it has absorbed many influences over time, creating a culture unlike any other. I hope more and more people will discover it and come to appreciate it,” he added.
Reflecting on his grandfather—one of the most influential Sardinian artists of the 20th century—Nivola emphasized how the island was always a constant presence in his vision and work, an enduring
cultural and emotional legacy that continues to live on in New York, where many of the sculptor’s works are still on display.
Following the event, Nivola joined Tourism Councillor Franco Cuccureddu at Times Square to take in the iconic LED billboards, where striking images of Sardinia are reaching a global audience.
