The World in Florence, the Festival of destinations from 25 to 28 November: the exhibition becomes a territorial marketing tool

The challenge for the future of the territories presented and promoted through the story of those who live there. An ambitious project that is defined in “The World in Florence”, the 1st Festival of cultural expressions of the world scheduled in Florence, at Palazzo Medici Riccardi (Galleria delle Carrozze), from 25 to 28 November 2021, under the High Patronage of the European Parliament.

The event is promoted by the Romualdo Del Bianco Foundation and involves the territories of the world in a storytelling of places to make them known in a different way, through the descriptions and advice of those who live there: the residents. The event is part of a five-year plan of events that will celebrate the cultures of the world and is part of a broad project of cultural and territorial marketing developedor by the Life Beyond Tourism Travel to Dialogue Movement to stimulate economic and social recovery. The event will bring together over 45 territories from around the world, representing Azerbaijan, Cameroon, China, Georgia, Japan, India, Italy, Kosovo, Lithuania, Poland, Czech Republic, Russia, Slovakia.

At the same time, to contribute to the enhancement and communication of the authenticity of the territories, the circular territorial marketing project “Florence in the World – The World in Florence” was born, involving public administrations, local authorities, educational institutions, museums, cultural foundations, young people students, locals and was structured in two phases.

«The first,“ Florence in the World ”, is a traveling exhibition which, starting from the narration of the city of Florence, introduces the guided knowledge of the place, with the possibility of interaction on the portal www.lifebeyondtourism.org through NFC technology – underlines Carlotta Del Bianco, President of the Life Beyond Tourism Travel to Dialogue Movement – The second is The World in Florence. The festival in which the territories present themselves in Florence using the dialogue by images through NFC technology, moving the territorial narrative to a higher level and transforming the exhibition into a territorial marketing tool ».

And the program will continue to grow. The World in Florence will travel the world to return to Florence involving 100 countries in the 2025 edition, five years after the ‘expiry’ of the 2030 Agenda for sustainable development, which invites us to imagine more human and creative cities.

The “Talking Places” product is connected to the event a real territorial marketing tool useful for tracing, sharing and expanding the understanding of the territories for both international and local visitors. Speaking Places is therefore a strategy that combines traditional signage with web pages through NFC technology in order to enrich the messages and knowledge of the place in an authentic and completely customizable key. During the event, the first Italian territories that have joined the project. Information on www.lifebeyondtourism.org

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The World in Florence, the Festival of destinations from 25 to 28 November: the exhibition becomes a territorial marketing tool