ROME – The eyes of the world are focused on Puglia, which confirms itself as an attractive brand, a model of virtuous development for good sustainable practices based on culture and the valorization of tourism policies. The fourth edition of the “Puglia, a way of life” workshop was particularly well attended, confirming the usual success, describing synergies, projects and related results.
The conference room of the Foreign Press Association, at Palazzo Grazioli in Rome, was packed, and many people were connected via streaming.
The rich afternoon opened with the speech of the special guestLuca Bianchi, general director of Svimez, expert in economics and territorial development policies who took stock of economic data linked to the world of production and regional work. Identity and innovation of Puglia are the main themes, as objectives to be achieved, after a positive economic season for the region, which runs from 2019 to 2023, establishing it as the most dynamic in Italy, with GDP growing by 6.1%. The objectives to work towards are to strengthen industrialisation, i.e. an industrial approach to the management of the system, to attract foreign investments, internationalization and innovation, universities and research, and to combat brain drain.
What has emerged from institutional voices is that we are continuing on the growth path, as stated by the tourism councillor Gianfranco Lopane, so that the more consolidated and recognizable destinations can also be combined with lesser-known inland destinations. The region confirms its attractiveness also thanks to the seaside model which enjoys excellent waters: again this year the cleanest in Italy. Numerous activities develop around the sea, which is the main resource, which enrich the offer, such as water sports, sailing and cruises. Not just the sea therefore, Puglia is a destination for sustainable outdoor tourism, thanks to the paths, cycle tourism and dedicated accommodation.
“Puglia has managed to carve out a space of recognition in the international scenario that comes from the beauty of its places, the iconicity of its traditions, but also from the ability to propose an alternative life paradigm, based on sustainability, hospitality, conviviality and on the commitment to legality along the path indicated, years ago, by Cassano’s ‘Meridian Thought'”, he reiterated Viviana Matrangola, councilor for culture and legality of the Puglia Region. “In recent days – he concluded – the Regional Council has given the green light to the ‘Apulian Manifesto of cultural welfare’, which commits all those involved in the development of the cultural offer to greater integration between the systems of culture and well-being. In Puglia we are convinced that, through culture, people, territories and communities can write or rewrite the most beautiful pages of their lives”.
“At the end of a European programming cycle, we can speak with facts. – Like this Aldo Patruno, director of the Department of Tourism, Economy of Culture and Promotion of the Territory of the Puglia Region – We have spent everything that was allocated to us: 6 billion of European funds. Of these, 1 billion and 600 million were invested in tourism and culture, which represent a fifth of the regional GDP. The Regional Strategic Plan for Culture was designed in 2016 on a ten-year basis, with the aim of structuring an economy of culture, which was created by joining tourism. We have exceeded 16 million presences in 2023, with a demand for international and high-spending tourism”.
The Director of Economic Development of the Puglia Region, Gianna Elisa Berlingerioillustrated the talent attraction strategies implemented in Puglia, consolidated by research, development and innovation.
Paul Pontiuspresident of the Teatro pubblico pugliese, got to the heart of the Apulian lifestyle: “Instead of talking about narration, we should talk about storytelling, because there is a tradition in Puglia of stories, of “cunti”, transmitted orally. We develop cultural activities that pervade the Apulian territory through the intellectual liveliness of the cities and towns. Ours, more than villages, are towns, inhabited by farmers who have cultivated the land and the sea and have acculturated themselves. Culture and cultivation go hand in hand. I refer to the principles of the workshop. Cultural welfare: I would translate it into the well-being of people who enjoy cultural activities, the leaven of everyone’s life. Beauty and authenticity, throughout Puglia, in places that are the guardians of authenticity. Tradition and innovation: it is the intangible heritage, what we transmit is what we immaterially create.
Rocco DeFranchiresponsible for institutional communication of the Puglia Region, reiterated how, thanks to good transparent communication strategies, Puglia is the leader of the South, putting aside wrong stereotypes which establishes itself as a land of opportunities.
Among the virtuous cases, two activities of high cultural value were presented: the Festival della Valle d’Itria in Martina Franca, one of the longest-running and most established events in Southern Italy, dedicated to opera, in its 50th edition, through words of the president Michele Punzi which also presented the trailer for the docufilm “L’utopia della Valle” by Leo Muscato; the exhibition “G7: seven centuries of Italian art”, through the words of Pierangelo Argentieripresident of the Micexperience business network.
The values of Italian history and culture have many ambassadors, among these an important place is held byAmerigo Vespucci, the ship considered “the most beautiful in the world”, which in recent months has been circling the globe, visiting 28 countries on the five continents. You are a UNICEF and UNESCO ambassador, you talk about Italian excellence. Not everyone knows that its designer was a genius from Puglia, from Foggia to be precise, Francesco Rotundi. In connection, the Commander and the Apulian ship’s chef spoke about their experience of exporting Made in Italy products.
The works concluded with a special guest: the young musician Beatrice Rana, an Apulian excellence who has now become an international piano star. The musician talked about her Classiche Forme festival, now in its eighth edition, which takes place in Salento.
The workshop was led by Dutch journalist Norma Waltmann it’s yes Mimmo Mazzadirector of “La Gazzetta del Mezzogiorno”.
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