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Tourism is a driving force of economic and regional development in Italy. While tourism has rebounded strongly following the COVID-19 pandemic, tourism reforms are needed to promote sustainable business practices, and improve digital uptake throughout the Italian tourism ecosystem, supported by an effective and participatory governance model. The paper provides guidance to design and implement an enhanced governance model to foster a participatory and data-driven approach to tourism in Italy, built upon a sound institutional and operating framework and supported by adequate administrative capacity within the Ministry of Tourism. It analyses the current institutional and governance framework for tourism, including the different competences at national and regional level, as well as the roles and responsibilities of key stakeholders. Finally, in response to a range of identified challenges, the paper identifies six guiding principles to inform the design and implementation of an enhanced governance model for tourism in Italy.