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“International Exchange of Cultural Tourism”: 12 UNESCO Sites Promotion

For the second time the Chamber participated in “International Exchange of Cultural Tourism”, the central event of the Mirabilia project - European Network for UNESCO sites.

This network, promoted by 12 Italian Chambers of Commerce, connects the 12 sites listed by UNESCO as being of special cultural or physical significance but not fully recognized by the Italian and international tourism. The aim of the project is to increase the tourism and food economies of these areas.

The IV International Exchange of Cultural Tourism was held in Lipari on October 12th and 13th, 2015. It was an extraordinary B2B event where the offer coming from these destinations met the demand of the big international tourism buyers.

At the same time, a parallel event was held, considering that Italian tourism and food economies are deeply linked:  from the 11th to the 14th of October, in Lipari and Siracusa, Olive Oil Day was held. Promoting oils coming from many regions of Italy, the event’s participants consisted of producers, certified sommeliers, buyers and journalists with activities such as seminars and tasting workshops. 

These events have been greatly successful: 300 buyers came from Europe, Russia, USA, Japan, Canada, China, South Africa and Israel. Thanks to ICCJ, 11 buyers of Japan joined the two events (8 tour operators and 3 olive oil buyers).

B2B meeting

Mirabilia was created in 2012, and was started by the Chamber of Commerce of Matera, which is still the leading partner, and five pilot Chambers, which became nine in 2013, ten in 2014 and twelve in 2015. The heart of the project is the “International Exchange of Cultural Tourism”, a business to business event where the packages coming from these twelve destinations meets the demand of the big international tourism buyers who have been selected by TTG Italia and, as of this year, Assocamerestero.

“The challenge is attracting the interest and attention of millions of tourists who visit Italy every year and want to visit the traditional Grand tour places and accompany them to visit new places instead: they may not be well-known, but this does not mean that they are less interesting or exciting. There are twelve world-wonders that have been already recognized as such by UNESCO” is reported in Mirabilia website. 


Mirabilia website
Mirabilia brochure



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