The Marche region showcased its tourism potential at the BIT Milano Tourism Fair, highlighting its unique offerings spanning sports, culinary delights, and cultural heritage. This event, known for spotlighting regional tourism, concluded with rich presentations aimed at enticing visitors and investors to explore all the region has to offer.
"The Marche is not just another destination; it’s alive with possibilities," proclaimed Chiara Biondi, Councillor for Sport of the Marche Region. At the fair, she emphasized the theme "Sport is Tourism" during her meeting with officials from the sports and tourism sectors. Biondi’s passion was evident as she discussed the importance of sports to the region’s identity and economy, underscoring it as more than just recreation but as a driver for tourism growth.
With significant events planned for the near future, the region’s sports sector is set to thrive. The 2026 Winter Olympic Torch Relay is scheduled to pass through Ancona on January 4, 2026, just before the opening ceremony of the Milano-Curtain Olympics. Such high-profile events not only boost local morale but also propel economic benefits, drawing athletes, families, and fans from around the world.
Fabio Moon, president of CONI Marche, reinforced Biondi's sentiments, stating the cultural and economic importance of sports tourism. "Every year, the Marche region hosts numerous sporting events, bringing economic benefits through increased visitor spending and media attention,” he noted. Events like triathlons and marathons draw not only competitors but also families and tourists eager to experience the vibrant atmosphere.
On the culinary front, chef Daniele Citeroni demonstrated the region's gastronomic diversity through his show cooking presentation at the BIT. "I’m here with the Red shrimp to tell you about Marche: an extraordinary land, impossible to enclose in an hour," he offered, showcasing the bountiful nature of the region through dishes made from local ingredients.
The culinary adventure began with fresh mackerel prepared with local oils, echoing the rich fishing traditions of the Marche coastline. The menu reflected the region's agricultural diversity and the breathtaking landscapes, from sea to mountains. Citeroni’s expertise was evident as he guided attendees through each dish’s story, making it clear how deeply the land’s character influences what ends up on the plate.
The Marche region is also home to prestigious titles like the upcoming proclamation of “European City of Sport” for the city of 2025, intended to drive community engagement through sporting activities. This recognition aims to collaborate with local athletes to present the Marche as both an inclusive and vibrant location for tourism and sporting excellence.
Investing over 3 million euros through the Regional Sports Program 2025, the Marche government aims to make sports accessible to all, underlining its commitment to inclusion and promotion of physical activities. Councilor Biondi emphasized investing resources to support various sports initiatives for families, ensuring opportunities for everyone, regardless of age or ability.
With such momentum behind it, sport tourism is expected to play a pivotal role not only during high-profile events like the Olympic torch relay but also through community-driven sports endeavors. One significant highlight coming soon is the “European City of Sport” recognition for the city of Piceno, which promises to amplify the narrative around the Marche being both culturally rich and sport-oriented.
The collaboration between the Marche region and well-known culinary platforms like Gambero Rosso is also noteworthy. Following Citeroni's food showcase, there’ll be continued promotion of the region's culinary excellence through advertorials and documentaries, aiming not just to feed the body but to tell the remarkable story of the Marche’s landscapes and traditions.
According to the organizers of the BIT Fair, events like show cooking are part of broader strategies to market regional health, well-being, and community through sports and food, putting Marche firmly on the map for tourists seeking unique experiences.
Challenges remain, as with any growing sector; ensuring sustainable tourism and preserving the region's rich cultural heritage are priorities. The Marche region appears to be well on its way to successfully balance these needs with the vibrant economic push by developing sporting events and regional cuisines to attract global attention.
Overall, the BIT Milano Tourism Fair served as more than just promotional ground for the Marche Region. It represented the union of sport, culture, and gastronomy, setting the stage for The Marche to emerge as a premier destination for both tourists and athletes eager to engage with Italy’s picturesque landscapes and rich traditions.