Bit 2021 – From South to North, Italy is increasingly lending itself to a new way of traveling that combines real experiential holidays with the social world, reality and dreams in the name of passion for the visual arts.
Advances from Bit 2021. The consumer is no longer enough to be a tourist. He wants to be a “temporary resident” of the places he visits: to live an experience and also a dream linked to the essence of the territory.
In contemporary society where real and virtual overlap more and more and on social networks – from Instagram to TikTok – we can ourselves become protagonists of our visual dream.
Film tourism confirms itself as an innovative and captivating way to experience the destination with an experiential approach, that is to travel in the footsteps of the most beautiful locations and the most famous actors and directors.
Bit 2021 incorporates these innovations, so much so that the theme of this edition will be Step into a new journey.
BIT Experience, in particular, will be the area dedicated to new holiday proposals related to nature, slow tourism, food and wine tourism and thematic itineraries in general.
The BIT TRAVEL INSPIRATION section will present the destinations in an experiential key, which responds to these new requests from travelers.
The trendiest trends and destinations
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In the Marche region, Leopardi’s places have been arousing renewed interest for some years thanks to the success of Il Giovane Favoloso, the work of 2014 in which the poet as a young man was masterfully interpreted by Elio Germano. An interest confirmed by the events for the bicentenary of the drafting of L’Infinito in 2019.
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Then there is Puglia. There is already great curiosity about what the locations will be, between Bari, Monopoli and Fasano, by Lolita Lobosco, the new RAI fiction based on Gabriella Genisi’s folkloric and detective stories and interpreted by Luisa Ranieri under the direction of Luca Miniero. Luca Zingaretti is also among the producers. One of them will be Pane e Pomodoro, one of the most beautiful and popular beaches in Bari. Bari, Polignano, Monopoli, Otranto, Castro, Santa Cesarea Terme, Conversano, Porto Badisco, Serrano are instead the locations of the new work by Carlo Verdone, One lives only once, while for the new film Surprise trip, produced by and Ronn Moss (the former Ridge Forrester of the soap opera Beautiful), in addition to Lino Banfi and Paolo Sassanelli, we will see Fasano, Alberobello, Cisternino, Martina Franca and Monopoli.
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In nearby Basilicata it is also thanks to the cinema, from Pasolini to Mel Gibson, that the rebirth of Matera has begun, culminating in the consecration as European capital of culture in 2019. The Lucanian rock jewel will also be the protagonist of the next 007, No time to die, and it is already hunting to identify the streets where James Bond runs with his legendary Aston Martin.
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In Sicily, the success of the places of Montalbano continues which have relaunched not only the sea of Puntasecca with the legendary house on the beach of the commissioner, but the whole Val di Noto with its wonderful baroque.
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In the South, a journey through the places of cinema cannot ignore Naples, made unique by icons such as Totò, the De Filippo, Sofia Loren, Massimo Troisi and chosen by the greatest directors to set their stories there. From Paolo Sorrentino, to Mario Martone to Ferzan Özpetek and, going backwards, Vittorio De Sica, Dino Risi, Francesco Rosi, Lina Wertmüller, just to name a few: there is no corner of the city that has not been filmed by a camera .
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Lazio has always been a destination for visitors who choose to visit the beauties of Rome with a different perspective, for example along the paths where Gregory Peck and Audrey Hepburn whiz on their Vespa on Roman Holidays or in search of the original places of neorealist masterpieces such as Rome open city or Bicycle thieves. The latest trend is to anticipate the release of a film, as in the case of Mission Impossible 7 with Tom Cruise, which engages in chases, car destruction and even (simulated) theft of police motorcycles between the Colosseum, Fori Imperiali and Via National.
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Going up the peninsula, while George Clooney‘s appeal continues to attract tourists to Lake Como, attention returns to the places of what is now a cult film, Call Me by Your Name by Luca Guadagnino – which had already set the spotlight about Milan in I am love – in Crema and Bergamo. In Crema, in particular, a few months after its theatrical release, the film’s slightly nostalgic eighties atmosphere led to an unexpected boom in visitors.
The cinema, therefore, confirms itself as an irreplaceable tool for tourism promotion, not only for the most noble places, but also, and above all, for the most hidden corners of our territory so varied and rich in cultural, architectural and landscape heritage.
Today in Italy there is a tool to get to know the locations of our favorite films and series: it is the national portal of locations and incentives for film and audiovisual production Italy for Movies (www.italyformovies.it), coordinated by the Directorate General for Cinema and Audiovisual MiBACT is operationally managed by Istituto Luce-Cinecittà in collaboration with the Italian Film Commissions.
Info: www.bit.fieramilano.it; @BitMilano.
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