Open Horizons: Lombardy, Capital of Golf. A new communication campaign showcases the Region’s beauty and excellence

A new initiative presented at TTG Incontri celebrates Lombardy as the capital of golf, blending sport, nature, and hospitality through a creative campaign by AIM Communication.

The charm of Lombardy and its outstanding golf experiences took center stage at this year’s TTG Incontri tourism fair in Rimini with the presentation of “Open Horizons: Lombardy, Capital of Golf”, an initiative promoted by Assolombarda and the Italian Golf Federation (FIG). The project aims to position Lombardy as a premier destination for golf tourism, wellness, and hospitality, while strengthening collaboration between public and private stakeholders to drive regional growth.

The initiative highlights how golf can act as a strategic lever for developing tourism and the economy, showcasing Lombardy as a land of natural beauty, sport, and culture. With its stunning landscapes, renowned golf courses, and high-end hospitality facilities, the region offers a unique blend of elegance and sustainability — qualities that make it an ideal setting for golfers from around the world.

At TTG Incontri, the project was presented by Gianluca Scavo, President of the Assolombarda Tourism Group and Delegate of Confindustria Lombardia (and CEO of AIM Group International), alongside Vittorio Andrea Vaccaro, Councillor of the Italian Golf Federation, Cristian Ferraris, Deputy Director General of Assolombarda, and Roberto Rusconi, President of the Lombardy Regional Committee of the Italian Golf Federation.

The presentation underlined Lombardy’s role as a laboratory for innovation in tourism and sport, where golf serves as a symbol of both elegance and sustainable development. The initiative’s integrated approach brings together institutions, businesses, and tourism operators to create a dynamic and competitive system that enhances the region’s visibility and attractiveness.

To bring the project’s vision to life, AIM Communication, the creative division of AIM Group International, designed a comprehensive communication campaign that captures the spirit of Lombardy as a land open to discovery, connection, and shared experiences. The campaign tells the story of a region where rolling greens meet cultural treasures, and where golf becomes a gateway to exploring art, nature, and hospitality.

Through engaging visuals, storytelling, and a strong emotional identity, the campaign conveys the values of openness, excellence, and collaboration that define the “Open Horizons” initiative. Presented for the first time at TTG Incontri, the materials drew the attention of tourism professionals and media alike, offering an evocative journey through Lombardy’s most beautiful golf destinations.

“With Open Horizons we wanted to tell the story of a Lombardy that looks beyond its borders — open, welcoming, and ready to grow through collaboration,” said Gianluca Scavo. “Golf becomes the metaphor of this vision: a sport that unites people, respects the environment, and invites everyone to explore the territory with passion and curiosity.”

With “Open Horizons: Lombardy, Capital of Golf,” Assolombarda, the Lombardy Region, and the Italian Golf Federation are charting a new course for tourism promotion. Through creativity, collaboration, and strategic communication, the initiative reaffirms Lombardy’s position as a leading destination where sport and territory come together in perfect harmony.