Italian villages utilize art and architecture to drive tourism

Various Italian villages are utilizing unique architectural and artistic identities to foster tourism and combat depopulation.

In Emilia-Romagna, Grazzano Visconti is noted for its neo-medieval and Gothic architecture. Originally developed in the early 20th century by Count Giuseppe Visconti di Modrone and architect Alfredo Campanini, the village was designed to transform craftsmanship into art. The town features a castle, artisan shops, and specialized attractions such as a wax museum and a museum of torture, often drawing comparisons to fantasy settings due to its aesthetic.

In Campania, the hamlet of Valogno in Sessa Aurunca has undergone cultural regeneration through the ‘I colori del grigio’ project. Once facing the risk of becoming a ghost town due to emigration, the village has been revitalized as a ‘mural village.’ By transforming house facades into an open-air museum of murals and installations, the community has created a sustainable tourism model recognized by FAI through its ‘I Luoghi del Cuore’ project.