25 Years of stories, encounters, and territory

Parma Incoming turns 25: an anniversary that for us is not just a milestone, but an opportunity to reaffirm what has always guided us. Born as an operational and commercial evolution of the Consorzio Albergatori PromoParma, we are the first tour operator founded in Parma and part of the ASCOM Parma Confcommercio Imprese per l’Italia group, with the mission of promoting and developing tourism throughout Parma and its province while offering our clients a personalised, high-quality service. Over the years, we have taken Parma beyond its borders, participating in international fairs, workshops and events that have allowed us to showcase the territory and welcome travellers from Europe, the United States, Japan, Australia and New Zealand.
A journey built through relationships and collaborations that have created strong and lasting trust with our global partners — a true cornerstone of our daily work.

The value of people

Parma and its province are a weave of places and traditions: dairies that preserve the ancient craft of Parmigiano Reggiano, theatres rich in history, villages that maintain their identity intact. But what truly makes all of this special are the people. Producers, restaurateurs, artisans, guides and accommodation providers are the heart of the experiences we offer: with them we have built strong relationships that allow our guests — both Italian and international — to enjoy genuine and meaningful moments. Supporting this commitment is also our team: a stable, skilled and passionate staff that has always believed in attention to detail and in the responsibility we owe to travellers and to those who create value in the territory.

Journeys shaped around those who live them

Every itinerary is different because every traveller is unique. For 25 years we have been crafting tailor-made experiences, listening to the wishes, curiosities and pace of those who entrust us with their journey. For us, “personalising” does not mean adding an extra detail, but creating the ideal conditions for a real encounter with the territory and with the people who inhabit it.

A commitment that continues

Celebrating these 25 years means reaffirming our choice: a respectful, authentic form of tourism that values local communities and supports those who keep traditions alive. But it is also a step toward what comes next: strengthening our role in international cultural and musical tourism, developing new MICE and corporate proposals rooted in local business culture, expanding in foreign markets and investing in a concrete idea of sustainability — one made of relationships, places and genuine experiences.

Thank you to everyone who has shared part of this journey with us: partners, corporate clients, travellers, tour operator partners, producers, guides, suppliers, and our team.

Parma Incoming turns 25. And we’re just getting started!