‍Cultural diplomacy serves as a powerful bridge between nations, fostering connections through the exchange of art, ideas, and cultural traditions. For Italy, this approach is essential in strengthening ties with its global diaspora.

With millions of Italian descendants scattered worldwide, Italy views cultural diplomacy as an essential asset in maintaining connections with its diaspora and global communities. Through this approach, Italy seeks to help individuals rediscover their roots as well as celebrate regional pride in many nations across the world.

Italy’s diverse regions form a rich cultural mosaic, each with its own distinct traditions, cuisine, art, and cultural festivals. In addition to its iconic landmarks, the Italian government actively promotes the unique charm of lesser-known areas, highlighting the wide spectrum of Italian regional culture and identity. This approach is designed to inspire descendants to reconnect with their ancestral roots and heritage.

Tourism based on ancestral roots—also known as “returning tourism” or turismo delle radici in Italy—plays a vital role in promoting cultural diplomacy. This type of tourism goes beyond traditional sightseeing, offering descendants an opportunity to explore the cities, towns and villages of their ancestors, engage in local traditions, and deepen their understanding of their region’s history. More than a cultural exchange, it can provide an immersive experience that fosters a renewed sense of identity and belonging for those who participate.

A key organisational initiative of the Italian Ministry of Foreign Affairs and International Cooperation is Italea, whose mission aligns seamlessly with Italy’s goals of cultural diplomacy. A hallmark of Italea’s offerings is its focus on regional diversity: it is not a travel bureau or tour operator in the traditional sense, but an official program that encourages and assists travellers to venture beyond well-known tourist destinations to discover hidden gems—small, charming towns, artisanal workshops, and local festivals that reflect the authentic spirit of Italian life. It also helps curate bespoke experiences, such as cooking with Italian families, participating in regional harvest celebrations, or exploring ancestral sites.

Italea recently participated in the Melbourne Italia Festa, which took place on the weekend of the 5th and 6th of October last year. Giovanni Maria de Vita, who heads the Italea initiative, shared his thoughts on the weekend’s successes. “We are truly pleased to have come here and taken part in the Italian Festa. This has been a well-coordinated participation,” he remarked, noting the involvement of regions including Calabria, Puglia, Lazio, Sardinia, Abruzzo, Molise, Campania, and Friuli-Venezia Giulia.

“Moments like the Italia Festa hold a strong sense of identity,” he emphasised, “as they provide opportunities to discover ancestral origins and celebrate regional traditions through music, performances, and community interactions. [Our] participation was highly engaged, and it was greatly appreciated.”

De Vita linked the efforts of the weekend to Italy’s broader cultural diplomacy mission to strengthen the bond between Italy and its communities abroad. “Our goal is to involve [the diaspora] further to ensure broader promotion of our initiatives in Italian communities,” he explained. 

With 80 million people of Italian origin worldwide—two million in Australia alone—this community represents an invaluable resource and opportunity for Italy. “This community can offer so much to Italy; it is vital to initiate a new phase of relations with them,” De Vita affirmed.

Italy’s cultural diplomacy strategy serves as an indispensable bridge between the nation and its global communities, fostering a deep mutual understanding and appreciation of Italy’s rich regional identities. By ensuring that these cultural legacies continue to thrive beyond the country’s borders, it underscores the transformative power of heritage-based tourism. This type of tourism allows individuals to immerse themselves in authentic Italian traditions while strengthening their sense of belonging and connection to their cultural roots. In doing so, it reinforces Italy’s commitment to celebrating and preserving its cultural heritage on a global scale.

We encourage readers to embrace the concept of heritage-based tourism—whether by exploring ancestral towns, participating in local festivities, or learning the Italian language. Heritage-based tourism serves truly as a unique, meaningful and enriching opportunity to reconnect with your heritage. Embark on this journey to rediscover your roots, and in doing so, help build bridges between diverse cultural traditions and identities, while playing a key role in cultural diplomacy.

‍