The beauty of Italy lies in its inimitable wealth of history, art and culture, which are characterised by many nuances, including food, wine, people, traditions and landscapes. The peculiarity that distinguishes our country is the variety of all the above-mentioned characteristics, region by region. You only have to travel a few kilometres to encounter different scenarios, characterised by their own lifestyles and unique stories.
What has allowed the spread of these stories and the curiosity to visit our country lies in Italian hospitality, an unparalleled concept that characterises a sector that has never stopped developing, always remaining faithful to its roots.
The concept of hospitality was already present in ancient Greece and was considered sacred. When hosting someone, families would exchange a symbol, such as stones, clay shards, coins, etc., which would be divided in half so that if a descendant needed shelter in the future, the two halves reunited would demonstrate the ancient bond.
This concept has been maintained over time and it is precisely for this reason that the exchange of gifts characterises the gratitude of hospitality.
In Italy, when you welcome someone, the aim is to make them feel at home, and the most common way to do this is to cook traditional dishes, especially those that have an emotional value and are passed down from generation to generation. Similarly, when invited, it is usual to bring a gift of a local product, something that represents the “goodness” of our country.
These customs lead us to confirm that the world of hospitality necessarily encompasses all the riches initially mentioned: history, culture, art, landscapes, food, wine, people and traditions.
If nowadays there is a tendency towards standardisation of services, this is not the case in this sector, since the beauty of our country is handed down not only through places, but mainly through people.
So, on the road to post-pandemic recovery, what are the main reasons for visiting the ‘Bel Paese’?
- The people: how can you not love the Italians? They are sociable, noisy, chatty, ready to make guests feel at home and let them discover everything they can about a place. The beauty of the inhabitants is the pride they take in sharing the products of their land, their stories and traditions. In addition to them, the beautiful language that even if not spoken, would be recognisable throughout the world. The wealth of gestures and willingness to understand the foreigner are a distinctive trait… it is no coincidence that Italian is the language of love!
- Nature: represents the country’s greatest heritage. Italy is to be discovered through visits to the natural beauties it possesses, from the snow-capped mountains of Alta Badia to the crystal-clear waters of the islands. The wonder of the country is that within a few hours you will find unparalleled places. With lakes in the middle of the mountains, vineyards covering the hills, white beaches, hiking trails in the mountains, food and wine tours, it would be impossible not to find something to please everyone.
- The historical and artistic heritage: more than any other country, Italy is rich in works of art, since many of them are still to be found in the places where they were commissioned. Churches, basilicas, museums and galleries are sites full of masterpieces by the most famous artists. Places such as the Uffizi, the Sistine Chapel, the Palazzi Ducali, the Basilica di San Francesco d’Assisi, the Pinacoteca di Siena, the Cappella degli Scrovegni and many others contain collections that have defined the history of art throughout the world.
The ancient world also finds great breadth in Italy. From Greek ruins to the remains of Roman history. Not only Rome, Florence, Venice and Pompeii, but every single region offers the possibility of viewing remains and ruins of history, unique in the world and the protagonists of countless documentaries, films, books and stories.
Moreover, fashion is one of the most famous symbols; many of the world’s best designers find their home in our country. Fine fabrics and attention to detail make ‘Made in Italy’ synonymous with quality and excellence throughout the world.
Architecture is another priceless treasure, just think of the churches in every city, the squares and streets in the centres dating back to Etruscan, Roman, Baroque or Medieval times.
- The cuisine: this is probably the part that most reflects the history of the country. Each locality has its own delicacies, the result of traditions handed down from generation to generation. The genuine ingredients are the protagonists of a varied and healthy diet, which follows the seasons and the availability of the territory. Despite the innovations in this sector, the culinary customs of the past have not been lost. Pasta, coffee and wine attract people from all over the world and play an important role in the minds of consumers. The Italian peculiarity is popular cuisine, a concept that has almost completely disappeared in other countries, in fact the culture of the Italian table has over time become a beauty on a par with art, a contribution to the heritage of humanity. It is precisely for this reason that it must be protected from counterfeiting and falsification to protect its long history, culture, quality and authenticity.
It would be impossible to encapsulate Italy’s wealth in a few pages, the result of a strong link with the past but also with the present and the future. Hospitality has always been a strong point for our country, considered a true art. Because if there is one thing all Italians have in common, it is the cult of “living well” and of wanting to pass it on to every visitor.
Martina Guizzardi
Content Editor
Hospite – The Italian Hospitality Academy