Italy and San Marino promote cultural tourism through film

Regional initiatives in Italy and San Marino are leveraging film production, known as cineturismo, to promote local cultural heritage and tourism.

In Jesi, the Ctg Vallesina Youth Tourist Center, in collaboration with the municipality, is presenting the 2026 edition of “Conosci la tua città” titled “Jesi in scena: dal palco allo schermo.” Organized for World Tourism Day, the event focuses on the role of historic theaters and the potential of film tourism. The program includes a roundtable discussion at Palazzo Pianetti to explore the intersection of cinema and local cultural assets, alongside guided visits to exhibitions.

In San Marino, the Secretariat for Tourism is utilizing film sets to enhance the territory's visibility. The film “I Colori della Tempesta,” which depicts Pasquale Rotondi’s efforts to save 10,000 artworks from destruction during World War II, features San Marino as a filming location. The project aims to establish the microstate as an ideal location for audiovisual productions while highlighting historical art preservation.