ITA Airways 'Simply Italian' Campaign: Rome Hub, Rail Links & Italy Travel Guide 2026

More than seventy percent of international travelers visiting Italy cite food, artisanal design, and personal hospitality as their primary journey motivators rather than generic sightseeing check-lists. Capitalizing on that deep emotional connection, Italian national carrier ITA Airways officially launched its global "Simply Italian" brand platform on September 21, 2026, partnering with creative agency POPE Creative Studio to embed authentic Italian lifestyle, culinary heritage, and warm hospitality directly into every stage of the passenger journey.

Beyond the Flight: Inside ITA Airways’ Simply Italian Brand Transformation

The "Simply Italian" initiative represents a comprehensive reimagining of national carrier identity in European aviation. Developed alongside POPE Creative Studio, the campaign eschews sterile corporate advertising in favor of intimate, vignette-based storytelling that captures spontaneous moments of Italian daily life: a shared espresso at a neighborhood counter, hand-stitched leathercraft, and the effortless grace of accoglienza (warm welcoming).

The strategy positions the flight itself not as an isolated transit segment, but as the initial sensory entry point into Italy. Onboard cabins feature bespoke interior styling crafted in collaboration with legendary Italian designers, crew uniforms tailored by Italian couture houses, and multi-course regional dining menus curated by Michelin-starred Italian chefs that rotate seasonally through the country’s distinct culinary territories.

On the ground, this vision anchors around the carrier's intercontinental hub at Rome Fiumicino Leonardo da Vinci Airport (FCO), operated by Aeroporti di Roma. Having earned consistent top ratings across European aviation benchmarking, Fiumicino has integrated seamless air-to-rail intermodal connectivity. Through direct partnerships with Trenitalia's high-speed Frecciarossa network, passengers landing in Rome can clear baggage and board high-speed trains directly from the airport station, reaching Florence in two hours, Naples in ninety minutes, and Bologna in under three hours on a single combined ticket.

What Makes Italian Travel Inimitable: Craft, Coffee Rituals, and Regional Identity

Italy is not a monolithic destination; it is an intricate federation of twenty diverse regions, each preserving distinct dialects, architectural traditions, and culinary micro-climates. From the dolomite limestone spires of the north to the sun-drenched baroque coastlines of Sicily, experiential depth lies in understanding these local distinctions.

In Rome, antiquity is an active civic setting rather than a fenced-off relic. The Historic Centre of Rome, inscribed under the UNESCO World Heritage Convention, weaves two millennia of classical temples, Renaissance palazzos, and baroque fountains into residential neighborhoods where laundry flutters across cobblestone alleyways and neighborhood trattorias serve classic cacio e pepe and carbonara made strictly with cured pork jowl (guanciale).

Beyond the capital, travel becomes an exploration of terroir and craft. Tuscany offers centuries-old olive groves and Renaissance hill towns like Montepulciano and Pienza; the Veneto showcases lagoon navigation and centuries of glassblowing mastery on Murano; and Campania dazzles with lemon-terraced cliffs overlooking the Tyrrhenian Sea. As highlighted by the national tourist board at Italia.it, the country's enduring appeal rests on il dolce far niente—the art of finding joy in unhurried moments.

Visitor Insider Tips: Navigating Italy Like a Local

Experiencing authentic Italy requires abandoning rigid itineraries and tuning into the cadence of daily neighborhood life.

Coffee and Dining Etiquette

• The Morning Espresso Code: Drink your espresso (caffè normale) standing at the marble counter (al banco). Ordering at the bar is cheaper than table service (al tavolo) and offers a lively glimpse into local morning chatter. Never order a cappuccino after 11:00 AM; Italians view steamed milk as a heavy breakfast food that impairs post-meal digestion.
• The Aperitivo Hour: Between 6:30 PM and 8:30 PM, join locals in piazza wine bars for an aperitivo—an Aperol Spritz, Negroni, or glass of regional Prosecco served with complimentary small bites (stuzzichini or Venetian cicchetti).
• Trattoria Realities: Authentic trattorias and osterias open for dinner at 7:30 PM or 8:00 PM and rarely display printed tourist menus in five languages outside. Look for hand-written daily menus (menu del giorno) listing seasonal specialties. Always check for the coperto (a standard bread and table cover fee of two to four euros per person).

Intermodal Rail and Urban Transit Hacks

• Master the Frecciarossa Network: Avoid domestic flights between Rome, Milan, Florence, and Venice. Italy’s high-speed rail lines run at up to 300 km/h, delivering passengers straight from city center to city center without airport check-in delays. Book tickets in advance on Trenitalia or Italo to secure economy Super Economy fares.
• Validate Regional Tickets: If traveling on regional trains (Regionale), always validate physical paper tickets at the green and white stamp machines on the platform before boarding to avoid steep conductor fines. Digital tickets purchased on mobile apps must be checked in digitally prior to scheduled departure.
• Neighborhood Basing in Rome: Instead of booking hotels directly around the busy Termini train station or crowded Piazza Navona, base yourself in atmospheric residential quarters like Testaccio (Rome's gastronomic heart), Monti (artisan boutiques and wine bars), or the quieter residential lanes of Trastevere.

Cultural and Environmental Context: Sustainable Tourism and Heritage Stewardship

Italy’s immense cultural popularity has placed intense pressure on historic urban centers and fragile coastal environments. Cities like Venice and Florence have introduced strict municipal zoning, day-tripper access fees, and limits on unlicensed vacation rentals to protect resident populations and prevent the hollowed-out commercialization of ancient neighborhoods.

Travelers are increasingly encouraged to adopt slow travel ethics: venturing beyond the primary tourist triangle (Rome, Florence, Venice) to explore lesser-known inland regions such as Umbria, Le Marche, Basilicata, and Piedmont.

Supporting multigenerational artisan workshops—from leather workers in Florence to ceramicists in Vietri sul Mare and silk weavers in Como—directly preserves centuries of intangible cultural craftsmanship. By selecting certified eco-conscious agriturismi (farm stays) and utilizing electrified rail corridors, visitors contribute to the economic resilience of rural farming communities while minimizing environmental impacts on fragile ecosystems.

FAQ: Traveling to Italy with ITA Airways 2026

What is the concept behind ITA Airways' "Simply Italian" campaign?

Created with POPE Creative Studio, the platform highlights Italian hospitality, regional cuisine, and artisanal design across every touchpoint of the air journey.

How does air-rail intermodal ticketing work at Rome Fiumicino?

Through ITA Airways and Trenitalia partnerships, travelers can book combined single-ticket itineraries that include international flights arriving at Rome FCO and high-speed Frecciarossa trains departing directly from the airport station.

Do travelers need to tip at Italian restaurants?

Tipping is not mandatory in Italy. Service is included in the bill through the coperto or servizio, though leaving one or two euros in cash for exceptional service is customary.

When is the ideal season to visit Italy to avoid major crowds?

Shoulder seasons from April to May and September to October offer mild Mediterranean weather, vibrant seasonal harvests, and significantly fewer crowds than July and August.

From the first sip of espresso on board to high-speed rail journeys across historic cantons, traveling 'Simply Italian' turns every transit mile into a celebration of life.

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