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Ten-day creative residency helps an Italian mountain village build its tourism brand

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05 November 2026

Ten-day creative residency helps an Italian mountain village build its tourism brand

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The photo presents a small group of people seated around a table during a meeting or workshop, with one person taking notes, suggesting teamwork, discussion, planning, or collaborative decision-making.

Since 2016, the village of Morigerati in Italy’s Cilento area has hosted an annual residency that brings 35 to 45 artists, architects and researchers together with 15 to 20 residents to design small projects for the village. The outcomes include a shared brand strategy for three municipalities, new signs on rural trails and promotional films.

Publishing org

Editorial team

Related Organisation(s)

Municipality of Morigerati

Topics
Geographical descriptors

Italy

Organisation Type

Local Authorities

NGOs / Non-profits

SMEs (a company with less than 250 employees)

  • Specific types of tourism

    • Cultural tourism

    • Ecotourism

    • Rural tourism

  • Transition Pathway Strategic Areas

    • Governance of tourism destinations

    • Online visibility of tourism offer

    • Tourism strategies

    • Well-being of residents

  • Business activities

    • Activities of associations and other organisations supporting tourism

    • Camping grounds, recreational vehicle parks and trailer parks

    • Festivals, cultural and entertainment activities

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Each residency follows the same stages. Organisers first engage the municipality, businesses and residents, choose a theme and launch a public call for participants, who pay €100 to €150 each. The first three days are spent exploring the area on tours led by residents, followed by a day of brainstorming and around five days of four to seven workshops, and the results are presented in the village square on day ten. Many participants sleep in a temporary camp set up in a disused stadium, others in local B&Bs and hostels.

Over four editions the project has produced a community branding paper for Morigerati, Tortorella and Casaletto Spartano, new signs on rural trails that were included in the local tourism offer, a trail connecting neighbouring villages, public artworks, a documentary and photo and video material under a Creative Commons licence, and support for the local country festival and cooperation among small businesses, restaurants and hotels. 

#CreativeTourism #RuralTourism #DestinationBranding #CommunityEngagement

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