There are people who choose a destination for the city itself and others who pick it for a date on the calendar. The second category is larger than one might think: according to the Observatory on the Economics of Tourism of the Chambers of Commerce, curated by Unioncamere-Isnart, in 2025 about 10% of tourists chose the destination mainly to participate in an event, especially one that is cultural or folklore-related.
The topic is at the heart of Mirabilia Day, the gathering that on September 17–18, 2026 brought together the Chambers of Commerce of the Mirabilia network, i.e., territories with UNESCO sites that are less frequented by mass tourism. For travelers, an event has increasingly become the best opportunity to discover a place.
Events Worth the Trip
Among the examples discussed at the conference were events quite diverse from one another. The first, UNESCO Heritage, is the Descent of the Candelieri of Sassari, which every August 14 brings 13 Gremi (the ancient guilds of arts and crafts) into the streets of the historic center, each with its own Candeliere, a large wooden candle that can weigh up to four quintals. The bearers carry them on their shoulders to the church of Santa Maria di Betlem, where, late at night, they will fulfill the vow made to the Madonna Assunta in the sixteenth century.
The second is the Palio di Siena, organized twice a year, on July 2 and August 16, in Piazza del Campo. Ten of the seventeen city districts compete on horseback in a race that lasts less than two minutes, but which involves the city for days. The third is Tocatì, Verona’s International Street Games Festival, organized in September, where squares and streets are swept up by traditional games brought by Italian and foreign communities.
The fourth is the GIO Festival, which celebrates the recognition of “Canto Lirico Italiano” as a World Heritage. Organized from June 5 to 20, 2026, it brought opera, jazz, dance and cinema to Foggia, the Monti Dauni and the Gargano, with more than twenty events, mostly free. It is a good example of how a festival can reveal a corner of Apulia far from the most-traveled paths.
Who travels for events and how much they spend
The research reveals not only travelers’ desire to discover a destination through events, but also how much they spend. According to the survey, those who travel to attend an event spend on average 107 euros per day, not counting transport and accommodation, versus 96 euros for the average tourist in Italy in 2025. The figure rises to 109 euros among foreign visitors and reaches 121 euros among Baby Boomers.
Over 84% consider artistic and monumental heritage an important part of the stay, so they do not stop at the festival: they also visit museums, churches, and historic centers. 32% indicate as travel motives initiatives related to traditions and local culture, and in this case the spend on the territory exceeds the average by 11%.
A single event offers a fixed date around which to organize the trip and a way to see a place up close, together with its residents. If, in addition, the destination lies off the beaten track, as is the case for many Mirabilia network territories, the advantage for travelers becomes even more evident.
