APT Basilicata and the Matera Basilicata 2019 Foundation are joining forces to develop a shared territorial promotion strategy for 2027, the European Year of the Normans, and for the 800th anniversary of the Constitutions of Melfi in 2031. “Moving beyond the traditional, fact-based narrative of a destination to transform travel into a sensory, identity-driven and emotional experience.” This is the shared vision behind the two projects presented by APT Basilicata (the Regional Tourism Promotion Agency) and the Matera Basilicata 2019 Foundation: Basilicata Motherland – Living Heritage and Basilicata: Land of Kings, according to a press release.
Both initiatives share a philosophy of hospitality based on sustainable development, a slower pace of life, quality of life and care for the local environment. Visitors are invited to become more than passing spectators and instead truly “inhabit” the region. Technology plays a key role i this journey: Artificial Intelligence is not conceived as a substitute for human creativity, but rather as a tool for dialogue and a cognitive amplifier, connecting collective memory with contemporary forms of expression. Originally conceived in preparation for the region’s participation in Expo 2025 in Osaka, with the aim of attracting an international audience, the Motherland campaign brings together the digital world and physical materials. Entrusted to the creative vision of artist and filmmaker Silvio Giordano, the initiative initially reinterpreted APT’s historical photographic archive using generative AI, transforming iconic images of the Lucanian landscape into anthropomorphic sculptures.
The project subsequently moved into real-life settings under the artistic direction of body painter Lela Peretto, with Gabriele Maggio directing, photographer Simone Bramante behind the camera and Malaka Studio handling production. Real-life models, painted on location, blend into the forests of the Pollino National Park, the waters of Maratea and the stone architecture of Matera’s Sassi.
Promoted by the Basilicata Regional Government and coordinated by the Matera Foundation within the framework of Fantastico Medioevo (Fantastic Middle Ages), the project BASILICATA: LAND OF KINGS brings together 14 municipalities across the Vulture-Melfese area, Alto Bradano and Matera, offering an integrated tourism programme for 2027. That year, Basilicata will take part in the celebrations marking the European Year of the Normans (Millénaire Guillaume), thanks to an agreement signed with the Normandy Regional Government.
The new experiential tourism programmes will launch at Easter 2027.The Multimedia Castles Circuit: Frederician fortresses will become interactive storytelling destinations. At Melfi Castle, visitors will discover the origins of the Constitutions of Melfi (1231). At Lagopesole Castle, falconry and court life will be brought back to life through a spectacular summer video-mapping show. Palazzo Marchesale in Palazzo San Gervasio will celebrate courtly love and medieval architecture, while Monteserico Castle will tell the story of the landscape as a bridge between East and West.
Through this project, Basilicata aims to become a vast open-air cultural laboratory, capable of telling the story of European history through innovative forms of communication and expression.
Sacred Places: A spiritual and mysterious itinerary connecting cathedrals, abbeys and the Via Francigena. Highlights include the Abbey of Saint Michael the Archangel at Monticchio, nestled within an extinct volcano, the rock-hewn complex of Matera and the Abbey of Montescaglioso.
Fantastic Middle Ages: Pop Culture and Gen Z. An initiative designed to bring younger generations closer to medieval history.
Palazzo Marchesale will host exhibitions dedicated to the world of fantasy, from Tolkien to Harry Potter. The programme will also include a themed festival featuring cosplayers and game designers, as well as a special comic-book edition of the celebrated Martin Mystère series, published by Sergio Bonelli Editore, scheduled for December 2026. In the Footsteps of the Hauteville Dynasty – Millennium 2027. A monumental itinerary retracing the Norman legacy through its most iconic locations: from Melfi, home to the Papal Councils, to Venosa and its Abbey of the Holy Trinity, and finally to the magnificent Romanesque Cathedral of Acerenza.
Historical Re-enactments: More than 20 historical re-enactments, covering the period from 1040 to 1485, will come together under the unified brand Basilicata Medievale. From July to October, visitors will be able to enjoy a rich programme of historical parades, tournaments and medieval villages.
Major Exhibitions and Archaeology From December 2026 to May 2027, the Directorate-General for Museums of Italy’s Ministry of Culture (MiC) will curate an exhibition dedicated to the Norman-Swabian period. The exhibition will be hosted simultaneously at the Pallottino Museum and the Swabian Castle of Melfi, as well as at the former San Rocco Hospital in Matera. Last but Not Least: A Connected Territory. The 14 municipalities involved in the project are: Acerenza, Avigliano, Banzi, Forenza, Genzano di Lucania, Irsina, Lavello, Melfi, Palazzo San Gervasio, Rapolla, Venosa, Rionero in Vulture, Atella and Matera.