According to an Osservatorio sulle esperienze culturali in Italia report released by Impresa Cultura Italia-Confcommercio in collaboration with Swg, what Italians consider culture has expanded beyond traditional museums and historic sites to include food, nature, and science.
How Italians Define Cultural Experiences Today
While traditional attractions continue to dominate public perception, modern cultural definitions now encompass immersive exhibitions, scientific conferences, creative workshops, and food and wine experiences. According to the Impresa Cultura Italia-Confcommercio and Swg report, visiting a museum, exploring a historic site, and attending a theater show remain the highest-rated cultural experiences, scoring 7.7, 7.6, and 7 respectively on a 1-to-10 scale. Meanwhile, activities like village festivals, concerts, sports events, religious gatherings, and amusement parks score below 6, remaining on the fringes of what Italians classify as culture.
When asked about the core functions of a cultural experience, 91 percent of respondents stated that it must transmit knowledge and stimulate curiosity. Additionally, 89 percent reported that it should generate emotions, while 88 percent emphasized connecting with history and traditions alongside providing entertainment.
Food and Gastronomy as the Core of Italian Identity
When evaluating Italy’s broader cultural identity, food and wine take precedence over traditional archaeological and artistic monuments. According to the survey data, 65 percent of respondents associate the country’s cultural identity primarily with food and enogastronomy. Landscape and nature follow closely at 50 percent, with archaeological heritage at 49 percent, art and artists at 32 percent, and fashion and design at 24 percent.
This evolving perspective creates distinct economic and tourism opportunities for regional destinations, according to Giulio Gennari and Gabriella Orlando, president and director of Confcommercio Grosseto. In a joint statement, the local business leaders emphasized that cuisine, landscapes, and traditions function as interconnected elements capable of telling a cohesive story about a specific location.
The Impact of UNESCO Recognition on Tourism
The growing emphasis on culinary heritage aligns directly with broader international designations. Gennari and Orlando noted that the formal recognition of Italian cuisine as an intangible cultural heritage by UNESCO validates the public’s current perception that food serves as a primary gateway to local history and identity.
They added that transforming dining into an experiential product turns everyday meals into tourism, relationship-building, and economic development.
For areas rich in distinct culinary traditions and small villages like Maremma, the primary challenge involves interconnecting these disparate assets. By linking local landscapes, micro-enterprises, and cultural practices into a unified regional offering, businesses can capture the growing demand for authentic, experiential travel while driving sustained local growth.
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