Sirolo

In Sirolo, the WIM Tour brought the conversation to the heart of the Riviera del Conero, opening a reflection on the relationship between private events, economic development and territorial identity. The Marche event, hosted by Casacon Sirolo, showed how the region can aspire to an increasingly relevant role within the Private Events Industry.

The territory offers a valuable balance: landscape, hospitality, widespread expertise, entrepreneurial culture and a quality of welcome capable of supporting a more ambitious positioning. The challenge, however, does not concern attractiveness alone. The point is to transform these characteristics into a recognizable system, capable of speaking to the national and international market.

The presence of institutional and category representatives gave particular importance to the day. Participants included Luca Giustizi for Federalberghi Marche, Massimo Polacco, Director of Confcommercio Marche, the Mayor of Sirolo Filippo Moschella and Regional Councilor Marco Ausili.

This participation confirmed growing attention toward the private events sector, no longer perceived as an accessory field, but as a possible lever for territorial development. The conversation showed how important it is to strengthen the connection between businesses, hospitality, institutions and professionals, so that the value already present in the Marche region can become more visible and competitive.

One of the most significant moments of the event was the launch of a collaboration with the academic world. Professor Pistocchi and Professor Virgini, from the Department of Education, Cultural Heritage and Tourism at the University of Macerata, will work on a study dedicated to hotel structures in the Marche region and their impact on the territory.

The project will follow a dual perspective: on one side, a cartographic and analytical mapping aimed at building an atlas of destinations for events; on the other, a narrative dimension capable of telling the story of places through the activities they host, the professionals who animate them and the communities that make them alive.

As in the other events of the Tour, the round tables represented the most operational moment of the day. The contributions collected will feed into the work of WIM Insights, the observatory developed under the scientific direction of the University of Siena, helping to build an increasingly precise reading of the Private Events Industry.

Special thanks go to the partners who made the Sirolo event possible: Francesco Mencucci, local producer and curator of the installations, in collaboration with Silvia Cicconi – Exclusive Weddings & Italian Vibes; Casacon Sirolo for location, catering and hospitality; RM Audio and Luci e Sogni for service; Giacomo Terracciano – Studio Fotografico for the photographic narrative; Daniele Donati Film for video; Guido Carpi for drone footage; Il White for portraits; La Neta for confectionery; and Marel for rentals.

Sirolo leaves the Tour with an important awareness: the Marche region already has many of the elements needed to establish itself within the Private Events Industry. What is now required is coordination, storytelling and shared planning, so that the value of the territory does not remain potential, but becomes real positioning.