Today, tourism is increasingly seeking places that offer authentic experiences, memorable emotions, and direct contact with the environment. In this scenario, gardens are establishing themselves as cultural and tourist attractions, living places where nature, history, art and local identity meet and tell their stories. It is no longer just a matter of “visiting” a garden, but of experiencing it as a stage for storytelling, reflection and new forms of hospitality.
Garden Tourism is establishing itself as an increasingly structured and attractive proposition, capable of generating value for local areas and responding to the needs of a diverse audience: from landscape lovers to botany enthusiasts, from cultural travellers to those seeking regenerative and wellness experiences.
Gardens are also tools for urban regeneration, environmental education and tourism innovation. In an era in which the quality of the environment and leisure time are becoming increasingly important, they are becoming “green attractions” of excellence, capable of generating networks, projects and strategies on a local and international scale.
To explore these issues in greater depth and open a dialogue between Italian and international experiences, Saturday 18 October 2025 will see the “Green Attraction - Gardens as a stage for contemporary tourism” study day held in Verbania, at VILLA GIULIA, organised by the Università del Piemonte Orientale (DISSTE Department) in collaboration with numerous partners.
The event is divided into two sessions: a morning session with institutional presentations and reports from industry experts, and an afternoon session dedicated to short talks and discussions. The focus will be on topics such as the role of gardens in promoting tourism, international networks, research projects and best practices.
PROGRAMME
Morning session coordinated and moderated by: Andrea Cottini, Ente Giardini Villa Taranto
9:45 am: Institutional greetings and introduction to the session
10:15 am: Paesaggi in scena: i giardini come luoghi di narrazione e fruizione turistica
Stefania Cerutti, Università del Piemonte Orientale
10:50 am: Numeri e trend del turismo
Matteo Montebelli, Head of Research and Analysis at the Italian Touring Club Study Centre
11:25 am: Il turismo non è una panacea
Judith Wade, Founder of Grandi Giardini Italiani
12:00 pm: Soul Gardens: Ville e Giardini, Paesaggi dell'anima per il turismo sostenibile e consapevole
Vanessa Mineo, Vice-President of ATL Distretto Turistico dei Laghi
12:30 pm: Conclusions and closing session
Free lunch break
Afternoon Session Coordinated and moderated by: Stefania Cerutti, Università del Piemonte Orientale
2:00 pm: Short Talks
There are 5/6 slots available, each lasting approximately 20 minutes, part of which will be reserved for presenting the issue and part for discussion with the speakers and attendees.
To apply to participate, simply send an email by 22 September 2025 to turismo@villataranto.it with a title and abstract of no more than 600 characters summarising the topics, research or issues you intend to present and discuss.
The event's Scientific Committee, composed of Roberta Lombardi (Director of DISSTE, Università del Piemonte Orientale), Stefania Cerutti (Università del Piemonte Orientale) and Andrea Cottini (Director of the Villa Taranto Botanical Gardens), will evaluate the proposals received and accept those deemed most relevant to the study day.
3:45 pm: Conclusions and closing of the day
Garden Tourism is establishing itself as an increasingly structured and attractive proposition, capable of generating value for local areas and responding to the needs of a diverse audience: from landscape lovers to botany enthusiasts, from cultural travellers to those seeking regenerative and wellness experiences.
Gardens are also tools for urban regeneration, environmental education and tourism innovation. In an era in which the quality of the environment and leisure time are becoming increasingly important, they are becoming “green attractions” of excellence, capable of generating networks, projects and strategies on a local and international scale.
To explore these issues in greater depth and open a dialogue between Italian and international experiences, Saturday 18 October 2025 will see the “Green Attraction - Gardens as a stage for contemporary tourism” study day held in Verbania, at VILLA GIULIA, organised by the Università del Piemonte Orientale (DISSTE Department) in collaboration with numerous partners.
The event is divided into two sessions: a morning session with institutional presentations and reports from industry experts, and an afternoon session dedicated to short talks and discussions. The focus will be on topics such as the role of gardens in promoting tourism, international networks, research projects and best practices.
PROGRAMME
Morning session coordinated and moderated by: Andrea Cottini, Ente Giardini Villa Taranto
9:45 am: Institutional greetings and introduction to the session
10:15 am: Paesaggi in scena: i giardini come luoghi di narrazione e fruizione turistica
Stefania Cerutti, Università del Piemonte Orientale
10:50 am: Numeri e trend del turismo
Matteo Montebelli, Head of Research and Analysis at the Italian Touring Club Study Centre
11:25 am: Il turismo non è una panacea
Judith Wade, Founder of Grandi Giardini Italiani
12:00 pm: Soul Gardens: Ville e Giardini, Paesaggi dell'anima per il turismo sostenibile e consapevole
Vanessa Mineo, Vice-President of ATL Distretto Turistico dei Laghi
12:30 pm: Conclusions and closing session
Free lunch break
Afternoon Session Coordinated and moderated by: Stefania Cerutti, Università del Piemonte Orientale
2:00 pm: Short Talks
There are 5/6 slots available, each lasting approximately 20 minutes, part of which will be reserved for presenting the issue and part for discussion with the speakers and attendees.
To apply to participate, simply send an email by 22 September 2025 to turismo@villataranto.it with a title and abstract of no more than 600 characters summarising the topics, research or issues you intend to present and discuss.
The event's Scientific Committee, composed of Roberta Lombardi (Director of DISSTE, Università del Piemonte Orientale), Stefania Cerutti (Università del Piemonte Orientale) and Andrea Cottini (Director of the Villa Taranto Botanical Gardens), will evaluate the proposals received and accept those deemed most relevant to the study day.
3:45 pm: Conclusions and closing of the day