For days all of us who live in High Ciociaria - Alta Ciociaria have been in a state of fibrillation, and also a little angry because as our internet was no longer working. All for the arrival of the G7 of foreign ministers that took place on November 24-25 between Anagni and Fiuggi.
For months we had known about this important event and the cities were preparing as best as possible. The roads that from the Anagni motorway toll booth leads to the town center and the highway that leads to Fiuggi have been repaired and new, very modern lighting has been installed.
The historic centers, already beautiful, were made shiny while waiting for journalists and cameras that promptly arrived in High Ciociaria following the highly protected group of ministers.
Televisions from all over the world documented the summit, and also showed the beauty of our territory that found itself promoted on the world stage.
I don't want to discuss politics but only the effect that major events have on territories considered 'minor' - only because the Italian heritage is so vast that it is not possible to list everything without boring the reader.
Years ago, provincial cities had begun to promote themselves with culture by creating major events such as festivals and great painting exhibitions. I went to Mantua for the first time to participate in the Festival of Literature, which today can be considered the best in Italy for the interactions that are created between the public and writers.
Beautiful cities like Treviso have seen audiences from all over the world come for its large exhibition on the Impressionists. Treviso is beautiful regardless of the exhibition, but the event has led many other people to consider it an interesting tourist destination.
Another way of promoting 'minor' centers was that of the European Capitals of Culture: Matera is now a prestigious tourist destination after being elected European capital of culture that had developed a strategic relaunch plan, had financed interventions and done great communication for several years.
The European capitals were followed by the Italian ones and then the regional ones without great results. The power of the European strategy of a few high-impact events, which requires a long time and a capital investment strategy, has been watered down by an endless list of events with little emotional impact and little communicability at an international level.
Even large sporting events are increasingly used to promote entire areas. If the Tour de France has always been a territorial marketing tool, the Giro d'Italia is increasingly used to bring entire areas to the international spotlight. I believe that Veneto was the region that was able to take best advantage of this opportunity.
We could talk about the numerous failures due to a lack of preliminary strategy and a lack of communication to support the big event (before and after), but now let's enjoy these 'moments of glory'.
Follow us