The initiative was dedicated to the deep connection that links Italian communities abroad with their territories of origin.
Organised by the Basilicata Region and APT Basilicata, in collaboration with the Italian National Tourist Board (ENIT) and under the patronage of the Ministry of Foreign Affairs and International Cooperation, the event was held in the Azalea Hall of UNA Hotels MH in the regional capital.
Its aim was to promote the culture of “roots tourism” and provide industry professionals with practical tools to engage an increasingly large audience: the second, third and fourth generations of Italian descendants who wish to reconstruct their family history and experience an emotional journey through the places of their ancestors.
The project carries significant strategic value, considering that around 80 million people worldwide have Italian heritage. For many, returning to their roots is not just tourism—it’s an identity-shaping experience that weaves together memory, landscape, food and tradition.
The program was built around several components, including a B2B workshop bringing together 70 buyers from the United States, Canada, Argentina, Brazil, Mexico and Australia.
This workshop formed the operational heart of the initiative. From Australia, five operators attended, accompanied by Emanuele Attanasio, ENIT Country Manager for Australia and New Zealand, who highlighted the value of their participation before the event.
“I’ll be accompanied by five Australian operators. There will be a workshop where buyers meet sellers—essentially a ‘speed-dating’ style format—to help boost demand and supply for roots tourism, especially promoting Matera in this case, since the event is held here,” Attanasio explained.
He added that the operators would also take part in a pre-tour to discover the city and the surrounding area, broadening their perspective beyond the usual destinations.
“It’s an important event because it allows operators to promote destinations other than the usual ones, encouraging travel to regions beyond highly visited places like Venice, Rome, Milan and Florence,” Attanasio continued.
“Even though Matera is one of the oldest cities in the world, for Australian travellers it’s still seen as a new destination.”
The 2025 edition of Roots-IN was a valuable opportunity to strengthen ties between communities separated by distance but united by their connection to Italy—an invisible thread of shared stories, values and belonging that can become a driver of growth, exchange and renewed vitality for the regions of origin.
