Craftsmanship as a narrative of the territory and a driver of experiential tourism.
Contemporary tourism increasingly seeks authentic experiences that can tell the identity of a place through the people, traditions, and knowledge that characterize it.
In this scenario, local craftsmanship becomes a powerful tool for promotion and tourism storytelling: not just material production, but a cultural heritage made of gestures, techniques passed down, and creativity.
Visiting a workshop, observing the work of a craftsman, or participating in a workshop means coming into direct contact with the history and identity of a territory, and thus the journey transforms into an immersive experience, where the tourist is no longer a mere spectator but an active part of a narrative made of manual skills, tradition, and innovation.
2026 also marks an important anniversary for the sector, namely the 90th anniversary of the International Handicraft Exhibition of Florence (MIDA), a historic event hosted at the Fortezza da Basso in Florence.
Founded in 1931, the fair represents one of the longest-running exhibitions dedicated to artistic and traditional craftsmanship, which has become an international reference point for master craftsmen, designers, and creatives over time. A place where ancient techniques and contemporary visions meet, telling the evolution of “handmade” and its role in enhancing territories.
From historic workshops to contemporary laboratories, craftsmanship continues to represent a bridge between the past and the future.
It is not just production. It is culture, identity, and storytelling of the territory.
This heritage of skills and creativity helps to strengthen the image of an Italy that is still capable of transforming travel into an authentic experience, a universe where tradition and innovation coexist in perfect balance.
The role of craftsmanship in tourism has been at the center of the debate at BTM Italy - Business Tourism Management in the panel “Journey into handmade,” with a discussion among experts and operators on how the artisanal heritage can become a key element for enhancing destinations.
Among the interventions was that of Tuscany, which presented a model of tourism promotion based on the value of artisan shops. The director of Toscana Promozione Turistica, Francesco Tapinassi, along with Clara Svanera, coordinator of international relations of the Agency, illustrated how the artisan “know-how” can become a central element in the narrative of the destination.
Through the enhancement of workshops – supported by a Charter of Values based on hospitality, sustainability, and design – the region aims to transform the encounter with artisans into a true travel experience, capable of uniting culture, local economy, and tourism.
