Emilio Casalini on identity-driven tourism in Massa, Carrara, Montignoso

Emilio Casalini, a former investigative journalist for Rai, now advises on identity-focused tourism in Massa, Carrara, and Montignoso, which together create a unified 'Ambito Turistico Omogeneo'. He distinguishes between 'narration' and marketing, prioritizing cultural aspects over mere promotion. By applying Vitruvian principles and Venetian influences, he underscores the importance of marble in relation to Michelangelo and Canova. Casalini advocates for a transition from coastal to mountainous tourism, proposing that sculpture becomes interactive through workshops. He criticizes the Italian tourism sector as outdated, pointing out that few hotels revamped their websites during the lockdown. He asserts that identity narration can boost both awareness and economic value. The initiative includes local officials Andrea Cella, Federica Forti, Eleonora Petracci, and other stakeholders. Additionally, Casalini teaches at the University of Milano-Bicocca and leads 'Sciacca Museo Diffuso'. His 2016 book, 'Rifondata sua bellezza', delves into the Italian tendency to undervalue cultural heritage.