“We Host the World”: the Aeolian Islands present identity, memory and flavors

Brand Eolie organised a three-day immersion across the Aeolian Islands to highlight the archipelago's cultural, historical and productive assets. The initiative involved about forty Italian and foreign journalists and more than one hundred local businesses, aiming to promote local excellence and extend the tourism season.

The campaign, under the slogan “We Host the World - Identity, Memory and Flavors”, showcased typical products such as malvasia wine, capers and cucunci, the craft of pumice stone and the revival of ancient wheat varieties. Participants included restaurateurs, producers, hospitality professionals, cosmetic makers using traditional techniques and transport operators like Liberty Lines.

• Goal: tell the story of the seven islands and attract new markets through partnerships and targeted communication.
• Attendance: roughly 40 journalists and the support of the Foreign Press Association in Italy.
• Local involvement: over 100 businesses that provide employment to more than 1,000 seasonal workers.
• Topics: promotion of typical products, local craftsmanship, folk music and tourism marketing.

Organisers and stakeholders say enhanced promotion can increase working weeks for seasonal employees and strengthen the local economy. The May programme aims to serve as a foundation for further networking and internationalisation projects for the Aeolian offer.