Cremona was a key player at the sixteenth edition of the World Tourism Event (WTE), held on Thursday 25 and Friday 26 September at the Monumental Complex of Santo Spirito in Sassia in Rome.
The event, dedicated to the promotion of UNESCO World Heritage Sites, was an important opportunity for dialogue between institutions and industry professionals on culture, sustainability, and strategies for enhancing tourism.

The Municipality of Cremona, together with the DMO (Destination Management Organization) Visit Cremona and the Fondazione Casa Stradivari, had the honor of officially opening the event on Thursday, September 25, with a musical performance. Maestro Fabrizio von Arx, playing the famous Stradivari violin The Angel – ex Madrileno 1720, captivated the audience with an immersive performance celebrating Cremona’s violin-making art, recognized as UNESCO Intangible Cultural Heritage since 2012. It was a moment of great artistic and symbolic value, able to convey the essence of the “art of violin making” and to strengthen the bond between tradition and territorial identity.

“Participation in the WTE,” said Luca Burgazzi, Councillor for Tourism of the Municipality of Cremona, “was an opportunity to present the value of our intangible cultural heritage to an international audience. We want to consolidate Cremona’s presence among UNESCO destinations by promoting the craftsmanship and musical expertise that make us unique.”

Over the two days of the event, Cremona took part with a dedicated exhibition space within the area reserved for Italian and international UNESCO sites. Within this framework, the activities of the new DMO Visit Cremona were also presented. The organization, established with the support of the Municipality of Cremona and the Chamber of Commerce of Cremona, Mantua, and Pavia, is led by Destination Manager Stefano Soglia. It promoted the area’s tourism offer, attracting considerable interest from numerous Italian and international stakeholders.

One of the highlights of the event was the B2B workshop with tour operators specializing in cultural tourism, during which the DMO showcased experiences linked to violin making, music, cycle tourism, and food and wine itineraries. The proposals received positive feedback, opening up new opportunities for collaboration and growth.

Finally, the seminar From UNESCO Heritage to Destination: the Strategy of DMO Visit Cremona presented Cremona’s experience as a virtuous case study. The focus of the meeting was on leveraging UNESCO recognition as a driver for cultural, economic, and tourism development of the territory.