Orte Brings Italy’s Ancient Heart to IMEX
From May 20 to 22, 2025, the city of Frankfurt once again hosted IMEX, one of the leading international trade fairs in the MICE sector (Meetings, Incentives, Conferences, and Exhibitions). This unmissable event brought together operators, buyers, and tourism professionals from around the world, and served as a prominent showcase for the promotion of Italian destinations. Within this globally significant context, ACe20 and Orte Sotterranea proudly took part, representing the city of Orte and spotlighting its extraordinary historical and cultural heritage still little known, yet full of potential.
A unique identity between history, mystery and authenticity
Orte’s presence at IMEX offered an opportunity to tell the story of the city’s deep and authentic soul, rooted in a millennia-old past that is reflected in every corner of the historic center and, above all, in its fascinating underground world. Visitors to the booth were able to discover a web of tunnels, cisterns, and underground environments that form a veritable hidden museum, where history is revealed step by step in an exciting journey through archaeology and ancient engineering. This heritage attracted great interest, turning the spotlight on a destination that combines the authentic charm of an Italian village with a distinctive and unexpected cultural offering.
To reinforce this evocative narrative, participation in the fair went far beyond the simple distribution of informational materials: ACe20 enhanced Orte through innovative digital storytelling tools and immersive presentations, capable of engaging international audiences and creating an emotional bond with the area. The approach adopted is based on experiential tourism communication, which puts the traveler and their emotions at the center moving beyond traditional promotional models to bring to life an engaging and authentic narrative.
International synergies and new development prospects
During the three days of IMEX, there were numerous meetings with industry professionals interested in developing new cultural routes in Italy. In addition to tour operators, public bodies, cultural foundations, and organizations active in sustainable tourism also expressed interest. These exchanges laid the groundwork for future collaborations aimed at enhancing Orte within European networks dedicated to rediscovering lesser-known historical places, in line with the growing demand for authentic experiences far from mass tourism.
Participation in IMEX is part of a broader strategy for territorial promotion carried out by ACe20 in synergy with various institutional and private actors. It is a coherent and long-term project, which includes a constant presence at major national and international trade fairs, with the aim of consolidating Orte’s image as a cultural destination of excellence. Events such as the BMT in Naples, the TTG in Rimini, and the BIT in Milan represent fundamental pillars of an integrated plan, which is also developed through training initiatives, European project design, and targeted territorial marketing actions.
A model to be replicated to revitalize Italian villages
Orte’s experience stands out as a virtuous model of integrated tourism promotion, capable of combining heritage protection, technological innovation, and local community involvement. At a time when travelers are increasingly drawn to authentic and sustainable experiences, initiatives like this demonstrate how small Italian towns can play a leading role in the European cultural tourism scene. The goal now is to continue along this path, strengthening partnerships, expanding the experiential offering, and creating the conditions for harmonious and lasting development.
A glimpse into the future
ACe20 will continue to be the driving force behind this process, coordinating projects, promoting new cultural content, and encouraging the creation of networks between territories united by the desire to enhance their heritage in innovative ways. Orte, thanks to its uniqueness and the passion of the operators involved, thus emerges not only as a candidate to become a tourist destination of excellence, but also as a reference point for those who believe in a type of tourism capable of generating value, knowledge, and awareness.