L'Aquila, Italy’s Capital of Culture 2026, had a story to tell at the recent BIT travel fair in Milan.
The city is attracting growing numbers of visitors
The BIT travel fair hosted a round table discussion, “L'Aquila 2026, Year of Culture - One territory, a thousand capitals,” on the Abruzzo Region’s stand. L’Aquila is the capital of Abruzzo and it confirmed its status as one of Italy's most attractive tourist destinations, recording a 22% increase in arrivals and an 83% increase in overnight stays in 2025, figures that underline the region’s ability to attract visitors. Last year's success is part of a broader growth trend that has transformed the city from a stopover to a mature destination, the epicentre of a varied and attractive regional offering. This is highlighted by an analysis of overnight stays during recent summers: while there were 41,320 guests in 2018, this figure rose to 132,794 in 2025.
One territory, a thousand capitals
“One territory, a thousand capitals’ is not just a slogan, but the manifesto of a rediscovered identity,- said Ersilia Lancia, tourism councillor Municipality of L'Aquila. -L'Aquila is now the beating heart that radiates energy throughout the region. Culture has been the real cement of our social reconstruction, and tourist flows tell us that we have become a mature destination that welcomes and retains visitors thanks to targeted investments in infrastructure and accommodation. The city is no longer the symbol of an earthquake, but an international model of rebirth through culture, where local tourism is growing alongside inbound arrivals.”
“L'Aquila 2026 will feature 320 events and 100 different locations in the city and surrounding areas. Our slogan aims to spotlight the fact that L'Aquila is not alone: by involving Rieti and other towns, it will authentically tell the story of this land, strengthening existing links with cultural and educational institutions. In L'Aquila we are all ambassadors of our city: the inhabitants, those who work here, those who were educated here, and those who fell in love with L'Aquila. The impact of L’Aquila 2026 will strengthen and unify the region’s sea-and-mountain offering into a distinctive and cohesive experience. Our extraordinary natural heritage, starting with our ancient forests, which will serve as a natural stage for performances by international artists such as Liu Bolin, is a fundamental asset for attracting visitors”
Sustainability and beauty
“The prestigious title of L'Aquila Capital of Culture 2026 is an opportunity to show the world an Abruzzo that knows how to combine sustainability and beauty; our ultimate goal is to confirm the region's position on the international scene as a destination of excellence for lifestyle and culture, creating a legacy that will reach well beyond 2026. Contemporary art will play an important role today, and in the future, because, as Paride Vitale, author of the book ‘D'Amore e D'Abruzzo’ (Of Love and Abruzzo), explains, 'In Abruzzo, it is not simply a decorative element, but a powerful driving force capable of attracting international tourism.”
Focusing on projects with global reach
“For L'Aquila 2026, we have focused on projects with a global reach: from the major Fabio Mauri exhibition at the Maxxi, to Liu Bolin's ‘Oltre il visibile’ (Beyond the Visible) project which will transform Collemaggio, Rocca Calascio and the Abruzzo, Lazio and Molise National Park into global postcards of the region. And with projects such as Arteparco, which integrates site-specific art installations into a natural environment, we show how art can interact with nature, towns and villages, generating real economic benefits for businesses and accommodation facilities.”
