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Matera - From Abandonment to Rebirth: Impacts and Opportunities of the 2019 European Capital of Culture

Book Chapter

Authors: Alberto Genovese; Bruno Barbosa Sousa; Vijaya Kittu Manda; Theodore Tarnanidis

DOI: https://doi.org/10.4018/979-8-3373-1787-8.ch009

Book Name: Marketing Strategies for the Internationalization of Businesses and Brands

ISBN: ISBN13: 9798337317878 | ISBN13 Softcover: 9798337317885 | EISBN13: 9798337317892

Publisher: IGI Global, USA

Editor(s): Sandrina Francisca Teixeira, Jorge Remondes, and Sandra Zelaya

Book Chapter Number: 9

Publication Date: July 31, 2025

Pages: (pages 279 - 300; 22 pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: Matera, a city in the Basilicata region, represents one of the most emblematic cases of cultural and tourism-driven revitalization in Italy. The primary objective of this chapter is to identify and analyze the tourism marketing strategies that enabled Matera to transform from a forgotten city into a premier tourist destination. Specifically, this study aims: o examine the role of UNESCO recognition in the enhancement process; to analyze destination branding campaigns and tourism promotion initiatives; to assess the impact of the European Capital of Culture 2019 title; to reflect on future challenges and opportunities for sustainable development. Furthermore, this chapter aims to provide insights and replicable models for other Italian tourist destinations seeking to enhance their cultural and natural heritage. The examination of Matera's revival holds both academic and practical significance.

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