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The trend is well known: cultural tourism represents a recipe for success, especially in Italy, where the attractions excel in both quality and quantity. Large cities, cities of art and sites of pure natural beauty contribute significantly to the success of a region. But how can tourist flows be rooted when the offer becomes extremely heterogeneous and – in some cases – even artificial? The keyword is “authenticity”, a quality that tourists from the four corners of the globe are ready to seek, realizing that the discovery of a place depends precisely on the work done by the reference community to preserve its local identity.
“Long live!”
The «Viva! Festival», which has been held for eight editions in Locorotondo, the pearl of the Itria Valley, has become a cult event for fans of contemporary electronic music. In fact, the challenge of «Viva!» revolves around two clearly different directions: on the one hand, to create an international event capable of competing with the most interesting European festivals. On the other hand, to integrate this exceptional event into the landscape and socio-cultural fabric of the Itria Valley, a place where tradition and nature coexist in a clearly synergistic way.
Between the sky and the ground
This year’s festival will take place from Thursday 1 to Sunday 4 August, with a line-up that aims to tell the story of our time through sounds and works that are changing the face of contemporary music. Always an outpost dedicated to innovation and the musical avant-garde, with two sensational headliners such as Air and Underworld the «Viva!» have chosen a sound capable of transcending time and space, two bands that have updated electronics and opened the way for new sound proposals. Alongside these names will be top artists from the twenties, including Dardust, Shygirl, The Blaze and Venerus, who will take to the stage set up in the splendid Arena Valle d’Itria. This space is completely immersed in nature, close to the ancient village of Locorotondo, in the heart of a natural oasis with an unforgettable view. Meetings, debates and ancillary events within the urban fabric will also strengthen the distance between the village and the concert venue.
Organizer’s Vision
“As entrepreneurs in the music world, we have to keep a close eye on what is happening at the international level”, explains Giuseppe Conte from the management of Viva! Festival. “However, we are equally aware of the uniqueness of the territories in which we live, and we consider these places to be fundamental elements of the event’s identity. When we plan a new edition, we imagine the possible interactions with the natural and urban spaces in which we live, which become a reason for discovery and engagement not only for the audience, but also for the artists.”
Indeed, the Itria Valley, and Locorotondo in particular, has become one of the most touristic attractions in the world, not only because it is less than 20 km from the site of the last G7 summit, but above all because it has preserved the essential imprint of local habits and the “meridian thought” that underpins a new and proud southern culture. This view is also supported by Antonio Convertini, president of the Locorotondo Credito Cooperative Bank, who decided to believe in and invest in this event. «We decided to support the Viva! Festival because it is part of the great history of the Itria Valley, with not only an “emotional”, but also an economic, social, ritual and anthropological impact, representing a real community relationship and always on the move. It is therefore not just a question of economic returns for all the buildings in the area, but more importantly all the benefits that this cultural project has identified in a measurable way, even within an ethical paradigm. «
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