Biella, March 30, 2026 – The DiscoverItaly tourism trade fair took place in Sestri Levante on Thursday, March 26, and Friday, March 27. As an event with an international reach, it served as a significant milestone for promoting the Sordevolo Passion Play, which participated alongside the Consorzio Binove Accoglie (Binove Welcomes Consortium).
The fair brought together a large number of Italian tourism professionals who presented their offerings to attendees, including numerous tour operators from across Italy and abroad—specifically from Romania, the UK, Denmark, Norway, Switzerland, Poland, Brazil, Hungary, Ukraine, Portugal, the Americas, and Spain.
Numerous discussions held during the event revealed growing interest in the Biella area as a tourism destination. The Sordevolo Passion Play was presented as one of the key cultural opportunities the region has to offer—a performance deeply embedded in the Biella area, reflecting a unique synergy rooted in the history and traditions of both Sordevolo and the city of Biella itself.
Furthermore, the event highlighted strong interest in high-quality accommodation and local food and wine products. Tourism is increasingly shifting toward a desire for authentic, unconventional experiences—opportunities to savor local culture, nature, and indigenous flavors. Capturing the essence of the local community and understanding history through a multisensory experience are qualities in which the Biella region truly excels.
