Summer in Italy is a lively time, characterized by events that transform the area into a stage for cultural, sporting and social activities. However, the impact of these events goes far beyond entertainment, positively affecting the local economy, the environment and the lives of communities.
Sicily, in particular, has experienced a remarkable recovery in the tourism sector, as indicated by the Lybra Destination Report 2024. Despite difficulties related to international events and inflation, which have driven up accommodation costs, the island has maintained a strong appeal. Rising flight prices also had a negative impact, but tourist demand remained stable, with variations among different areas. The Ragusa area is among the destinations that recorded one of the highest demand.
The Fiavet-Confcommercio survey also found that 42 percent of member tourism businesses recorded reservations for Sicily, confirming the great interest in the island for summer 2024.
Finally, theAstoi Confindustria Viaggi Observatory also confirms Sicily among the most popular Italian destinations.
In this context of growth, the Enjoy Barocco project, which brings together the cities of Ragusa, Scicli, Santa Croce Camerina, Ispica and Modica under a single territorial brand, has found itself occupying a central role. These cities, famous for their Baroque heritage, have been able to make the most of their cultural and tourism resources, attracting an increasingly wide audience and responding to the growing demand for authentic experiences. Summer 2024 was particularly fruitful for these destinations, which worked in synergy to promote their area as a unique and irresistible destination.
One brand for five pearls of Baroque
The brand Enjoy Barocco, created by GAL Terra Barocca, was the glue between these cities, coordinating the promotion of a series of events that enlivened the summer and attracted visitors from all over Italy and beyond. Thanks to an effective web communication strategy and the collaboration between local governments, business partners and dedicated info points, each city was able to express its peculiarities to the fullest, helping to create an integrated and attractive tourist offer.
The strategic role of the social campaign
One of the pillars of Enjoy Barocco’s successful promotion has been its social strategy, which has played a key role in spreading events and increasing the visibility of the entire area. Through platforms such as Facebook, Instagram and Google Ads, the brand was able to intercept a wide and varied audience, attracting not only local residents, but also Italian and international tourists. The campaign stood out for its use of high-impact visual content, such as emotional videos, eye-catching photographs, animated gifs and reels, which helped make Terra Barocca a desired and accessible destination.
These pearls of Sicilian Baroque, linked by the territorial brand Enjoy Barocco, have worked in perfect synergy to promote the area as a unique destination, capable of offering cultural, historical and tourist experiences of the highest level. Festivals, festivals and food and wine events have transformed these localities into prime destinations for thousands of tourists.
In Ragusa, the famous literary festival. A Tutto Volume, now in its 15th year, was attended by some 20,000 people in just four days, offering a true immersion in an all-round cultural experience. Every corner of the historic center was transformed into a living stage, where literature intertwined with everyday life, creating a vibrant and engaging atmosphere. Authors did not just present their works, but actively interacted with the audience, sparking passionate discussions in the crowded squares as the evenings closed with memorable performances. The event generated a significant economic spin-off for the local hospitality, catering and trade sectors.
As Mayor Giuseppe Cassì pointed out, “No city is an end in itself but is part of a territorial ‘ecosystem’ made up of history, culture, values, goals. It is true for large centers and it is even more true for Ragusa, the Hyblaean capital.” This strategic vision guided the summer programming, which featured a series of events capable of engaging a wide and varied audience.
Alongside this literary event, the Ragusa summer offered a very rich calendar of events: from concerts by Tiromancino and Premiata Forneria Marconi, which paid tribute to De Andrè, to food and wine evenings with the Marina Gourmet event, the first edition with masterclasses, talks, dinners and cooking shows that brought the culinary excellence of the area directly to the seashore and was able to combine the culture of catering, promotion of the Hyblean territory, research and sustainability. As the mayor pointed out, “Every tourist activity, every strategic action, every promotional sphere must never lose sight of the link with the Ibleo territory. This is why we have included our entire summer events program schedule under the “Enjoy Barocco” umbrella, so that our programming could benefit from a wider, wide-area visibility system. As happened for the promotion of the Easter and as we would like to happen again in the future, it is our intention to work more and more in synergy with the municipalities and the LAGs.”
Rounding out the offerings, music festivals, high-level sporting events is Ragusa Pride 2024, hosted for the third consecutive time in Marina di Ragusa. This latest event, which has now become a regular fixture, has once again met its goals of raising awareness and involvement, strengthening the bond with the local community. As the mayor stated , “Those who choose Ragusa choose the Iblei, and those who fall in love with the Iblei fall in love with Ragusa.” An unbreakable bond that is strengthened through initiatives such as these, which promote culture, sociality and integration.
As summer draws to a close, Ragusa does not seem to want to extinguish the echoes of the events that have enlivened the season. To close out this trail of excitement on a high note, the city still offers two unmissable events: the Costaiblea Film Festival 2024, which, with big names in cinema, intriguing conversations, a thematic exhibition and a final concert, promises to leave an indelible mark. And right after that, the long-awaited Ibla Buskers, a true artistic whirlwind that, in its 29th edition, will attract hundreds of artists from around the world to the Baroque city, continuing to enchant with its unique alchemy between performers and audience.
Modica also experienced a particularly vibrant summer, thanks to a calendar of more than 150 events that enlivened the city and its hamlets. No area was overlooked in the planning of events. Frigintini and Maganuco were included as essential parts of the program, while Marina di Modica was enhanced as an important extension of the city, with special events in the new Piazza Mediterraneo. The programming ranged from sports, culture, music and shows, offering entertainment opportunities for all. Tourism Councillor Tino Antoci stressed that“communication done as a tourist destination ‘Enjoy Barocco,’ therefore as a set of municipalities, had a greater impact than communication done individually by each administration.” This is because, he added, ” when working together, interactions and contacts increase, amplifying the reach of the message.”
Among the most anticipated concerts were performances by prominent artists such as Ludwig, Orbital Debris, Carmen Consoli, Edoardo Bennato, and legendary jazz-fusion drummer Billy Cobham, making each evening a must-attend event for live music lovers. In this regard, the councilor pointed out,“When an administration organizes an event, the programming is not only aimed at the citizens of its own municipality, but also at those of neighboring, regional municipalities and, if possible, broader tourist targets.”
For art lovers, Modica hosted one of the most extraordinary exhibitions of the Sicilian summer, Andy Warhol and POP Friends. With more than 100 works from foundations, archives and private collections, the exhibition offered and will offer until Oct. 13 a unique overview of pop art. In addition to Andy Warhol’s celebrated works, creations by internationally renowned artists such as Jean-Michel Basquiat, David Bowes, Francesco Clemente, Keith Haring, Roy Lichtenstein and Robert Rauschenberg are also on display, solidifying the event as one of the most relevant in the summer art scene. ” This year we focused a lot on culture,” the councilor said, citing events such as the Scenarios exhibition and the Andy Warhol exhibition. ” Also from a musical point of view, we had great presences such as Carmen Consoli, who made stops in Miami and New York.”
In addition, Antoci stressed the importance of working in synergy with other municipalities, “Having worked together to define the tourism posters allowed us to avoid overlapping in major events, which were spread out smoothly from June to September, allowing tourists not to have to choose between one event and another.”
Thecouncilor also pointed out that “we are moving more and more toward online and social media communication, moving away from the old print media and billboards. This allows us to reach an audience nationally and internationally that was previously inaccessible “. Using data from tourism observatories, he explained,“we can figure out which parts of the world follow us the most and then we can do targeted advertising.”
Modica Summer Fest ’24 turned out to be much more than just a summer festival: it was a complete experience, capable of combining culture, entertainment and innovation. Marina di Modica, in particular, was able to distinguish itself as a tourist destination where the modern lifestyle fused harmoniously with local traditions, enhancing the quality of life in every initiative proposed. Thecouncilor continues, ” One example was the nationwide beach volleyball event held in Marina di Modica, which was a perfect opportunity to attract tourists to Sicily at that time. Prominent personalities, such as Olympic silver medalist Daniele Lupo, helped make this event a draw for those seeking a tourist destination linked to nationally important sporting events.”
The collaboration with Enjoy Barocco was judged very positive by Antoci, particularly with regard to the communication strategy of the area’s events. “This is the communication we need. In local newspapers is fine, but we need to go outside our borders, and social media is a very powerful medium that reaches everywhere ” said the councilor. “Thanks to the collaboration with Enjoy Barocco, the promotion of events was supported by a well-structured social strategy, capable of enhancing local events and reaching a wider audience, both national and international.”
This season said goodbye to summer in Marina di Modica with an evening of music and color. In the renovated Mediterraneo Square, RadioStudio M20 DJs livened up the party, which ended with a brilliant fireworks display over the sea, ending an unforgettable summer in style.
But Modica is not stopping: the fall opens with a series of events ready to transform the city into a destination to be experienced all year round, in the full spirit of “Enjoy Barocco,” including traditions, architectural beauty and lively winter programming.
Scicli, an enchanting Baroque town and UNESCO heritage site, experienced an extraordinary summer, enlivened by a series of cultural and musical events that involved not only residents but also a large number of tourists. Outdoor theater performances and art exhibitions further enhanced the rich cultural and artistic heritage of the area. Among the most outstanding events is “Antuninu – The Saint Regained“, an initiative that combined exhibitions, art and food and wine experiences, involving talented emerging Sicilian artists. Councillor for Tourism and Promotion of the Territory, Gianni Falla stressed the importance of the promotion of this event, carried out in collaboration with Enjoy Barocco, ” The promotion for the “Sant’Antuninu Ritrovato” event was very useful and incisive. It is a unique event, but with great participation. Marina Herlop’s sunrise concert at the Stone Museum and “Tramonto Occidentale – Omaggio a Battiato” also received significant response. The tribute to Renzo Arbore by the Luna Rossa Orchestra filled the Cava d’Aliga waterfront. We can say that Enjoy Barocco contributed greatly to enhancing all the events of the 2024 Summer Diary of the City of Scicli, including serenades, traveling, folk and cultural shows.”
Councilor Gianni Falla also highlighted the success of the events supported by Enjoy Barocco this year: “Enjoy Barocco has proven to be an effective, dynamic and proactive means of promoting the area, in perfect sync with modern times. Scicli and its hamlets need a promotion that fully expresses the great potential of our municipality. Your promotional videos have succeeded in capturing attention and inviting people to visit and stay in and around Scicli.”
Numerous initiatives have promoted culture and the local area, such as the show Bring a Book to the Theater, which succeeded in combining literature with stage art, creating a unique initiative featuring F. Scott Fitzgerald’s The Great Gatsby, and also the Nature and Traditions exhibition, the evocative Baroque Walks and the ResiliArte / Resilient as the Sea exhibition . Donnalucata, a picturesque seaside village, also experienced unforgettable nights, enlivened by folkloric and traditional events such as Le Notti della Tarantella and the I 40 che ballano i 90 party, which closes the summer with a mix of unforgettable hits and an atmosphere full of energy.
Looking to the future and the deseasonalization of tourism, the Filinona Festival was launched, a series of 18 events between music and performing arts with the participation of European renowned artists and young talents from Sicilian conservatories offering new opportunities for culture beyond the summer season.
On the feedback received from local tour operators, thecouncilor added: “This year, throughout the province and region, tour operators reported a slight drop in attendance due to the high cost of living. However, the synergy between the public and private sectors, combined with the promotion of Enjoy Barocco, has helped to make tourist stays an opportunity to participate in major events “.
Regarding future plans, Falla said, “Each new collaboration always leads to improvements. Plans for the coming year include advance programming, promotion of tour packages, and creation of promotional videos for events. The goal is to make everything more dynamic, allowing tourists to interact with Enjoy Barocco for general information. A telematic and interactive info point would be an added value “.
Santa Croce Camerina and the picturesque seaside village of Punta Secca came alive during the summer thanks to the rich program of Summer Events 2024. This varied calendar, which also involved nearby Casuzze, was able to enhance the area’s peculiarities with a series of shows, concerts and cultural events that accompanied the summer weeks.
Summer began with Vivi Punta Secca, a three-day event that saw the township transformed into an open-air stage, enriched by art installations and concerts by Deborah Iurato and the Women Orchestra. Among the highlights was the 10th edition of the Libri d’aMare literary review, which this year received the “Santacrocesi Excellence Recognition.” For wine lovers, Goblets of Stars offered a magical evening of tastings under a sky full of stars. Also new was the Beer Fest Punta Secca, a three-day event dedicated to local breweries, with three concerts, one for each evening.
There was no shortage of moments dedicated to dance, literary encounters and activities for the little ones, making the summer in Santa Croce Camerina an experience full of excitement and fun for all ages.
Mayor Peppe Dimartino offered an overall assessment of the promotion of cultural and tourist events in Santa Croce Camerina during the summer, stressing the importance of the support provided by Enjoy Barocco: “A positive assessment since the sounding board offered by Enjoy Barocco allowed us to be able to reach a different and varied slice of the public compared to our usual communication channels. This undoubtedly produced an additional benefit for our event program schedule, which was able to enjoy greater visibility “.
Dimartino also emphasized the effectiveness of the collaboration between the city administration and Enjoy Barocco: “The synergy has always been constant thanks to the contact held by Events Councillor Caterina Gambino, who, in the act of drafting the summer programming, promptly communicated with Enjoy Barocco’s contact persons, as it happened for other events, in order to be able to cadence and prepare the related communications.”
Regarding future prospects, the mayor indicated that: “Certainly the collaboration that already takes place will be the best viaticum for the future and can also be implemented with the dissemination of multilingual promotional material, with the increasing synergy with the municipalities of the Terra Barocca Gal and with an even more widespread presence on the major social media.”
Councilor Gambino commented on the success of the events supported by Enjoy Barocco communication: “Events such as Goblets Under the Stars, Beer Fest and Libri d’aMare have attracted large audiences and proved successful. Certainly the direction is the right one, but there is still room to grow in terms of visibility and tourism prospects “.
On the evaluation of marketing and communication campaigns carried out with Enjoy Barocco, Gambino said “At the moment I do not have statistical data for a numerical assessment, but in terms of visibility, there has definitely been a definite step forward. This progress must be accompanied by a long-term strategy to ‘brand’ our territory with a defined and clear identity, capable of overcoming clichés and hit-and-run tourism.”
Regarding the feedback received from local tour operators, Gambino stressed that “The implementation of the two tourist infopoints in Punta Secca was greatly appreciated. These information points offered visitors a physical place to find details about activities and the area.”
Finally, on future developments, Gambino outlined plans for the coming year “The goal is to deseasonalize, proposing events that generate induced revenue and attract visitors. We intend to work in synergy with the LAG municipalities to create an integrated tourism offer, taking advantage of Enjoy Barocco’s contribution.”
In Ispica, Summer 2024 began with a rich and varied program that offered unforgettable evenings, articulated in three major directions that enlivened the city center and main squares. The highlight of this season was Leo Gassman’s concert, which shone as a top event in the historic center and was a huge success.
The rocky and archaeological area of Cava d’Ispica and Parco Forza gave us intense emotions with Mediterranean Rhythms, a review that was able to merge history, culture and music in an engaging atmosphere, part of a project to enhance the area promoted by the Pro Loco, also aimed at encouraging the deseasonalization of tourism.
We experienced magical moments with Lights from the Sky, dreamed under the moon with Campa la Luna and danced nonstop to the rhythm of Edoardo Bennato‘s concert. Giorgio Caccamo, president of Pro Loco Spaccaforno, tells us about the success of these first three events:
“Among the events supported by communication, those that were most successful were precisely Lights from the Sky, Campa la Luna and the Edoardo Bennato concert. The choice of location, the beautiful Cava d’Ispica, was perfect for creating a unique atmosphere and making the most of our territory. These events have shown how the Cava can be transformed into an ideal setting to welcome a wider and wider audience, helping to promote our cultural and scenic wealth.”
Finally, with A Sea of Stars. , the focus shifted to the picturesque beach area, where the establishments were the setting for days of pure fun. Here, among music, dancing and DJ sets on the beach, a festive and engaging atmosphere was created for all participants. In addition to musical performances, the program offered a variety of activities, including sports events and moments dedicated to entertainment with aperifs in the evening and relaxation at sunset, which made each evening a unique experience, involving residents and tourists in a perfect mix of relaxation and fun. “A Sea of Stars” not only enhanced the natural beauty of the Ispica coastline, but also strengthened the sense of community and attracted a growing audience, contributing to the overall success of the summer season in Ispica. ” The success of this summer season was greatly amplified thanks to the social media campaigns carried out with Enjoy Barocco” Caccamo continues: “The collaboration with Enjoy Barocco has significantly extended our visibility from local communication to a wider network that includes cities such as Ragusa, Santa Croce Camerina, Modica and Scicli. For the first time, we achieved a more integrated global vision. “
So, a summer program that aimed to enhance the town squares and the two great Hispanic natural assets,the sea with its endless beaches and the quarry. Residents and tourists expressed great appreciation for the energy and liveliness brought to the town, contributing to a sense of pride and cohesion.
Ahead of the winter season, the city is already preparing new initiatives to keep tourists interested. The transition from summer to autumn and then to Christmas will feature events and activities that will continue to enhance the beauty and culture of Ispica. In this regard, Caccamo, concludes, ” But summer continues, and we have more events planned. An autumn at Palazzo Bruno di Belmonte with a series of events to enhance it. For us, Palazzo Bruno Belmonte represents a national jewel. It is currently the seat of the Ispica City Council and is one of the most significant examples of Art Nouveau. We want to enhance it to create a deseasonalization product, since in October and November the flow of tourists is much smaller, especially in the seaside resorts. Our goal is to attract more tourism to the town and prepare the ground for Christmas, with events such as the Christmas markets and Ispica’s very popular and evocative living nativity scene.”
Gastronomy, magic under the stars and tradition
But there were indeed many and varied events during this long Terra Barocca summer, including those dedicated to gastronomy and the enhancement of local culinary excellence. Prominent among them was Il Contadino al Castello (The Farmer at the Castle), a unique opportunity to meet local producers, taste genuine products and immerse oneself in rural traditions. Another not-to-be-missed event was PicNic with Bonajuto, where the food and wine excellence of the area was the absolute protagonist. The event hosted in the picturesque setting of the steps of the Cathedral of San Pietro di Modica offered the opportunity to taste the best local wines and products, with special attention to the famous chocolate. And how not to mention the Candlelight concerts, held in the evocative setting of the Donnafugata Castle. These events, illuminated by warm candlelight, gave magical moments to the spectators, immersing them in a unique and enchanted atmosphere. The fusion of live music and the historic setting of the castle created an unforgettable experience, capable of deeply touching the souls of those who were lucky enough to participate. Added to these were the celebrations of religious festivities and patron saint’s days, recalling the Feast of Santa Rosalia in Santa Croce Camerina and the celebration of St. Peter in Modica, which enriched the cultural and social landscape of the cities involved. The events, including solemn processions and folk festivals, played a central role in enlivening local communities and strengthening ties with traditions.
A promising future for the cities of Terra Barocca
Summer 2024 highlighted how the territory of Ragusa, Modica, Scicli, Santa Croce Camerina and Ispica can benefit enormously from summer events, which have contributed to economic prosperity, cultural enrichment and social cohesion. This success is the result of careful planning and close collaboration among local authorities, merchants and communities, who have been able to enhance the excellence of the area, promoting sustainable and lasting development. Local governments agree that the Enjoy Barocco network plays a crucial role in promoting and enhancing the entire area. Looking to the future, they aim to strengthen this synergy to further expand the tourism offer, making these cities increasingly attractive throughout the year not only regionally, but also internationally.
