From October 2nd to 6th, Marsala will transform into a stage for events, standing out in an increasingly crowded and oversaturated landscape through its unique combination of tradition and modernity, positioning itself as a national and international point of reference.
"Insolito Marsala aims to turn the city into a symbolic destination for enthusiasts of gastronomy and authentic hospitality," says Giorgio Triani, co-organizer of the festival. "Through a rich program of tastings, storytelling, cutting-edge technologies, and creative collaborations, we aim to capture the interest of visitors and industry professionals, offering them an "unusual experience".
A Hybrid and Widespread Festival
From October 2nd to 6th, wine industry professionals, Ho.Re.Ca experts, teachers, and students will participate in conferences, webinars, masterclasses, and private and professional tastings at the Monumental Complex of San Pietro and Palazzo Fici in Marsala in a hybrid format. The events aimed at the general public will involve wineries, restaurants, bars, and other local activities, making the entire city an active part of the festival in a multifaceted event that will shed new light and attention on the authentic soul of western Sicily with an unprecedented openness to advanced international experiences such as those in Porto, Bordeaux, Switzerland, and the United States.
Event Highlights
Two days will be dedicated to hospitality with presentations of case studies by internationally renowned speakers such as Henri Roelings, Founder of Hospitality Net; Andrea Palmoso and Jacopo Longhi of SwissHospitalitySolutions and Simone Puorto of TravelSingularity, among many others.
For wine lovers, the festival offers several unmissable initiatives. The workshop on content creation in the wine economy, with the participation of the national AIS and the main wineries of the area, promises to be a highlight. In addition, innovative tastings such as "edible bubbles" – flavor spheres ranging from Marsala wine to citrus and coffee – will create a unique sensory experience, realized in collaboration with the Department of Gastronomic Physics of the University of Parma and food designer Roberta Razzano.
Not only Hospitality and Wine but also Ho.Re.Ca with meetings exploring the significant transformations of the sector and literature. One of the most anticipated events is the meeting with Stefania Auci, author of "The Florios of Sicily," on October 3rd at 6:00 PM at the Monumental Complex of San Pietro. During this public event, Auci will share previously unpublished insights into the Florio saga in a fascinating journey through the island's history.
Innovation and Tradition: A Winning Synergy
The festival promotes collaboration between different professions and sectors, creating a meeting point for the exchange of best practices and innovations. Among the most ambitious initiatives are the creation of a digital twin of the Marsala Wine Museum in the Metaverse, developed by the University of Parma, and the presentation of limited-edition wine bottles with special labels associated with NFTs. "Our goal is to build a real network hub to foster cultural exchange and mutual promotion, creating a multifaceted and rich festival," says Salvatore Agate, Councilor for Tourism of the City of Marsala.
The Endless Sicilian Summer
Insolito Marsala leverages the climate and welcoming atmosphere of Sicily. The events will be held outdoors, allowing participants to enjoy the last glimpse of summer in a unique location. In addition to food and wine events, the festival will offer evening DJ sets and mixology sessions, giving each night a unique flavor. Marsala thus becomes a mosaic of stories and flavors that invites visitors to explore, understand, and experience it.
An Unusual Origin
Insolito Marsala was born from the Digital Summer School organized for ten years in Favignana and Marsala as part of the Master in Digital, Mobile, and Social Communication of the University of Parma and is sponsored by the Sicilian Regional Assembly, the City of Marsala, and the Marsala Wine Road Association.
«Since 2022, our passion for innovation and hospitality has driven us to focus on the HoRe.Ca sector (hotels, restaurants, cafés)," says Triani. "This year, Insolito was born (or rather is being born), an event that we hope will accompany us and you for many years to come. We want to create value for the area by strengthening local networks in an international perspective that looks at the most advanced experiences, such as Porto and Bordeaux. This is how our idea was born, the culmination of years of work celebrating a land as multifaceted as a mosaic with a festival of many souls» - Giorgio Triani, Insolito Marsala co-organizer
Insolito Marsala is organized with the collaboration of two major universities: the University of Parma, with its origins and professors such as Alberto Salarelli, a historian of gastronomy, and Filippo Arfini, coordinator of the course in Economics and Management of Sustainable Food Chains, and the University of Palermo, thanks to the participation of professors such as ,Gianfranco Marrone, a semiologist, and Filippo Sgroi, coordinator of the first Sicilian degree in Gastronomic Sciences.
Giulia Triani
Press Office, Insolito Marsala
