The “Most Beautiful Borghi of Italy”
presented in Toronto

TORONTO – Italy is not only Rome, Venice, Naples, Florence, Turin… Italy is also, and above all, its villages. Small, sometimes tiny, villages perched on the mountains, by the sea, along the banks of a river. Chests of art treasures, food and wine delights, ancient traditions. Where even the landscape is an absolute masterpiece. For this reason, ENIT, the National Tourism Agency, in collaboration with the National Association “The most beautiful villages in Italy”, has decided to hold a presentation before some 40 Canadian Travel Agents, Tour Operators and Trade Media operators to emphasize the importance of Borghi and small villages in the lesser-known areas of Italy as catalysts for promoting sustainable tourism, proving that these hidden treasures hold immense potential to transform the way we travel, fostering a more responsible and enriching experience for both visitors and local communities.

During the event Mr. Fiorello Primi, President of the Association, had the opportunity to unveil some meaningful examples hidden treasures within small villages and Borghi in Italy that are now included within the association, and that could unlock their potential to help reshape the tourism industry of the future.

In a world where mass tourism often overshadows the authentic essence of a place, small villages offer a sanctuary of tranquility and cultural immersion. These villages, hidden in the breathtaking landscapes of Italy, harbor the stories of generations past, preserving their traditions, crafts, and way of life. By embracing slow tourism and exploring these lesser-known areas, Canadians can create an opportunity to connect deeply with the local culture, forging meaningful relationships and leaving a positive impact.

The presentation, also attended by the Consul General of Italy, Luca Zelioli (in the pic below), and by Angelo Sollazzo, President of CIM-Confederation of Italians around the World, was one of the many events held in June to celebrate the Italian Heritage Month in Canada.

“Roots tourism is a key type of tourism for our country. Thanks to the activities of the Confederation of Italians in the World we are going to promote the villages to a huge audience that is very important for return tourism, that of second and third generation Italians who are great supporters, disseminators and at the same time consumers of MADE in Italy” commented Angelo Sollazzo, President CIM-Confederazione Italiani nel Mondo.

“Sustainable tourism is not merely a buzzword; it is a necessity. It calls upon us to tread lightly, respecting the delicate balance between preserving the environment and supporting the livelihoods of local communities. Small villages, with their limited infrastructure and unique offerings, naturally lend themselves to this model” said.Maria Elena Rossi, ENIT Marketing Director.

‘I would like to thank Enit and the Istituto Italiano di Cultura in Toronto – said Fiorello Primi, President of the National Association “The Most Beautiful Borghi of Italy” – for the hospitality and the opportunity given to present this network of excellence of Italian Borghi. For more than 20 years, the Association of I Borghi più belli d’Italia has been selecting, with an iso9001-certified process, the best of the Borghi where the beauty of the places is combined with the ‘hospitality and the typical welcome of the communities in addition to the traditions of the countless varieties of good food and typical handicrafts”.

Yes, because Italy is perhaps the only country in the world where, in a few thousand square kilometres, it is possible to see countless works of art and monuments, to taste hundreds of different typical dishes and specialties always discovering new flavours, to see spectacular landscapes.

“A world of Beauty – with the capital ‘B’. Primi underlines – that is worth a journey through the itineraries of history and culture of an Italian character that lives essentially in the small communities of the Borghi”.

The Italian National Tourist Board (ENIT: website here) is a government agency with a worldwide network of offices responsible for the overseas promotion of tourism in Italy. It pursues this objective by enacting B2C and B2B marketing activities, and by adopting initiatives to raise awareness of national and regional tourism resources, and about Italy’s natural, environmental, historical, cultural, and artistic values, and by lending assistance and offering technical services to Italian tourism enterprises, to enable them to access foreign markets.

In the pic above, Arpino in the province of Frosinone, Lazio (photo by Enrico Ferri, ENIT –

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