# Basilicata cultural tourism promotion

> Live situation record from CLSTR: https://clstr.news/situations/basilicata-cultural-tourism-promotion
> Updated: 2026-07-31T14:20:24.000Z. Sources: 23. Developments: 2.

In July 2026 the Basilicata regional tourism campaign “Basilicata motherland. Patrimonio vivo” won first place in Italy’s national ranking of territorial promotion campaigns, praised for its bold art‑direction and emotional impact. The award, announced by La Gazzetta del Pubblicitario, highlighted the campaign’s use of body‑painting artist Lela Peretto and was evaluated on audacity, strategic positioning, emotional impact and art‑direction quality. Director‑general Margherita Sarli expressed satisfaction, and regional president Vito Bardi called the recognition confirmation of the region’s strategy.

Later that day, President Vito Bardi officially backed Irsina’s bid to become the Italian Capital of Culture in 2029, echoing the earlier award’s visibility. He cited the successful 2019 European Capital of Culture experience in nearby Matera and praised Irsina, described by mayor Giuseppe Candela as a “pearl of our hill country,” for its rich artistic and historical heritage. The regional support aims to leverage the award‑winning promotion to boost cultural tourism and raise Basilicata’s national profile.

On 31 July 2026 Irsina formally launched its candidature. Mayor Candela presented the historic centre, the Concattedrale, the Sant’Eufemia church and the town’s unique hydraulic heritage as key assets, emphasizing the bid’s role in stimulating local development and countering depopulation. The initiative is framed as a collaborative project involving citizens, associations and institutions, with plans for cultural, urban‑regeneration and innovation programmes that build on existing networks of historic towns and cultural associations across the region. President Bardi reiterated his backing, calling the effort a “dream” that can strengthen Basilicata’s cultural profile and generate economic momentum.

## Claims

- The campaign “Basilicata motherland. Patrimonio vivo” won first place in the national ranking of Italy’s best territorial promotion campaigns for summer 2026. (corroborated by 3 sources)
- The ranking was published by the industry journal La Gazzetta del Pubblicitario. (corroborated by 3 sources)
- The campaign placed ahead of Umbria (second) and Friuli Venezia Giulia (third) in the ranking. (corroborated by 3 sources)
- The campaign used body‑painting technique by artist Lela Peretto to merge landscapes with human figures. (corroborated by 3 sources)
- The campaign was evaluated on audacity, strategic positioning, emotional impact and art‑direction quality. (corroborated by 3 sources)
- Regional President Vito Bardi said the award confirms the region’s right path. (corroborated by 3 sources)
- Apt director‑general Margherita Sarli expressed satisfaction with the award. (corroborated by 3 sources)

## Timeline

### 2026-07-31: Irsina launches bid to become Italian Capital of Culture 2029

Irsina’s mayor and the Basilicata president back the town’s 2029 bid for Italian Capital of Culture, aiming to boost heritage, development and community involvement.

13 sources. https://clstr.news/cluster/irsina-receives-regional-backing-for-2029-italian-capital-of-culture-bid

### 2026-07-31: Basilicata Wins Italy's Top Summer 2026 Tourism Promotion Campaign

Basilicata’s “Basilicata motherland – Patrimonio vivo” campaign won Italy’s top summer 2026 tourism promotion award, praised by director Margherita Sarli and President Vito Bardi.

10 sources. https://clstr.news/cluster/basilicata-wins-top-tourism-promotion-award-for-2026-summer-campaign

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Cite as: Basilicata cultural tourism promotion. CLSTR, https://clstr.news/situations/basilicata-cultural-tourism-promotion