Theatres, music and itineraries: EnjoyLive Travel boosts incoming

Theatres, music and itineraries: EnjoyLive Travel boosts incoming tourism with "Italia In Scena"

EnjoyLive Travel, a tour operator based in Pesaro, is reinforcing its incoming offering by focusing on cultural itineraries centered on music and Italy's theatrical heritage. The Italia In Scena project provides tailor-made packages combining opera seasons, summer festivals, concerts and thematic visits to sites associated with major composers.

Presented at Discover Italy, the proposals include headline events — such as Andrea Bocelli in Venice on 27 June and performances at the Teatro del Silenzio in Lajatico in July — alongside routes dedicated to smaller theatres and exclusive experiences for limited-size groups.

• Themed itineraries: Verdi-focused tours in Parma, Puccini routes in Rome, and journeys through Bourbon-era Naples.
• Concerts and festivals: packages built around opera seasons and major European festivals.
• Private concerts and exclusive theatre rentals: hiring smaller theatres for private events, complete with aperitif and bespoke hospitality.

EnjoyLive Travel targets a mid-to-high-end clientele and older travellers, with groups typically ranging from 15 to 30 people. The operator reports managing 60-70 groups per year and about 600 individual bookings, totaling roughly 2,000 participants. The product is particularly popular with established foreign markets such as Germany, the UK, Switzerland, Austria and France, and the company is exploring new markets including South America, the United States and Japan.

Alongside international incoming growth, EnjoyLive Travel plans to strengthen domestic channels and partnerships with Italian agencies to broaden offerings around minor theatres and cultural-enogastronomic itineraries that highlight lesser-known territories.