Milan, February 12, 2026 – The 2027 edition of the Sordevolo Passion Play was officially presented to an audience of institutional representatives, tour operators, and media representatives at the Piedmont Region pavilion during the International Tourism Exchange (BIT) at Rho Fiera Milano. Details of this 29th edition were introduced with the assistance of two young costumed “centurions”.
Riccardo Lunardon, Mayor of Sordevolo, opened the presentation on behalf of the local authorities: “The Municipality of Sordevolo is truly unique; it demonstrates a steadfast commitment and a deep desire to keep an important historical tradition alive. Likewise, the Province of Biella has many resources to offer and hidden gems waiting to be discovered.”
Elena Chiorino, Vice President of the Piedmont Region, emphasized the regional impact: “The Sordevolo Passion Play enhances the tourism potential of both the province and the Piedmont region as a whole. Furthermore, the industrial textile heritage of Biella encompasses a rich history—one that deserves to be known and celebrated, as it embodies the entrepreneurial spirit of the local community and serves as a vital tool for attracting tourism.”
Stefano Rubin Pedrazzo, President of the Sordevolo Folk Theatre Association, highlighted the community aspect: “Sordevolo is home to a highly enterprising community, dedicated to passing its traditions down from generation to generation. The commitment of the local people is the foundation of the event’s ongoing success with every edition—drawing an international audience, filling the amphitheatre with spectators, and bringing the town’s history to life once again through the Passion Play.”
Flaminia Perino, Director of the Association, highlighted the scale of this major folk theatre production by sharing key figures: “This event resonates not only locally and regionally, but also nationally and across Europe; it is a unique spectacle in Italy and a rarity in Europe. It involves more than 400 volunteers who dedicate themselves with passion to organizing and staging the performance.” Furthermore, Directing Committee member Gian Marco Pidello touched upon the new features for the 2027 edition: “Despite the challenges, the 2027 edition of the Passion Play is a particularly compelling project, full of both hurdles and great rewards. After roughly two years of work, we have updated the script, created new set designs, and introduced a new musical score.”
The press conference also served as an opportunity to showcase the Biella area, promoting it as an increasingly popular tourist destination. In a video message, Luca Broccatelli of Fondazione BIellezza discussed the phenomenon of “undertourism” in the Biella region: “This is a growing trend within unconventional tourism, focused on discovering and promoting lesser-known destinations as an alternative to overcrowded tourist hotspots. Biella is a place to be experienced in all its nuances. It holds great potential: by attracting visitors interested in authentic, identity-driven experiences, it counters mass tourism and strengthens the bond between local communities, culture, and economic development.”
For more information on the Sordevolo Passion Play (Passione di Sordevolo), please visit the official website: https://www.passionedisordevolo.com/. Photographs of the event and videos shown during the presentation can be downloaded via the following link: https://we.tl/t-SyeonSdSeq
