Roots-IN 2024
Year of Italian roots in the world

Roots Tourism International Exchange
3rd ED.

18-19 NOVEMBER 2024


Roots Tourism
International Exchange

The first international trade event devoted to ancestry tourism

IInd EDITION: Matera |
20-21 November 2023

2-days networking and business matching event for National and International tourism trade professionals

2024 is an extraordinary opportunity for Italian tourism and incoming flows based on ancestry travel.

Roots-IN 2024, a special edition at the edge of a year of celebrations of Italian roots worldwide.

This year is devoted to Italian roots tourism, to allow Italians abroad and Italian descendants to fully appreciate the beauty, culture and historical traditions of the small villages that their ancestors left.There are many initiatives and events all around Italy, above all in small villages and inner areas where emigrants came from.

“Roots Tourism” aims at offering travel experiences combined with research on family history and knowledge of the original culture of Italian ancestors. Italian descendants are almost 80 million people in the world.

Our Vision

We want to promote and facilitate the knowledge of roots tourism within Italian and international tour operators, with the aim of developing specific packaged tours leading back to the roots, with a specific offer in line with this type of travellers’ requests.

The 2nd, 3rd and 4th generations of Italians in the world visiting Italy are expecting a high emotional travel experience, because they are driven by the desire to get to know their places of origin, to regain possession of their family traditions and personal history.

Our Mission

We wish to provide ideas and tools to build dedicated roots tourism packages,and to launch marketing and communication actions to promote ancestry tourism, with new itineraries to (re)discover our land, gastronomy, traditions, and current affairs.

Roots tourism is an opportunity of destination marketing to let Italian regions grow and benefit from ancestors’ travellers know-how and life experiences .


ROOTS-in is a point of reference in ancestry tourism, that creates a network of Italian sellers and international buyers interested in creating specific products for this niche, so as to trigger a virtuous mechanism of exchange and growth.

Roots Tourism and Made-in-Italy

Made-in-Italy does not refer only to products, but also to people. It means more than exceptional craftsmanship, style, and experience. It is a story of passion and excellence. 

The Vitruvian Man, a drawing by our Renaissance Master artist and scientist Leonardo da Vinci, was selected as official logo for "Made in Italy Day" that we celebrate on April, 15, the day Leonardo was born. 

There are many Italians all around the world who stand out for their genius and creatitity. We devote to them and to "Made-in-Italy" flair our Roots-IN 3rd edition.

Our audience

The opening forum topic is "Roots tourism and boroughs' regeneration" and is devoted to the various initiatives and actions within PNRR . The aim is to help and promote minor, inner areas with new professionals and innovative services devoted to roots tourists.

The opening conference is organized in cooperation with ENIT - Italian National Tourism Board and it is directed to travel trade stakeholders, local authorities and to anyone interested in learning more about ancestry tourism- more specifically this year to those wishing to develop local inner areas and small boroughs.

Our B2B workshop targets Italian tourism industry from hospitality to mobility, to business networks and incoming travel agencies and tour operators specialized in experiential tourism, who can get in touch with a selected audience of international buyers, from Australia, Brazil, Argentina, Canada, Mexico, USA, UK, Europe.

Alongside with our B2B workshop we will host our ROOTS-in LAB, with speakers on stage to give quick insights, short talks about best practices, useful clues and tools to local travel trade operators.

ROOTS in also stages an exhibition area where you will meet representatives of Italian local authorities and public bodies, associations, chambers of commerce, museums, universities and private firms interested in ancestral tourism.

Roots Tourists Profile

Roots travelers are interested in capturing the essence of the places they visit- often small villages and routes outside standard sight-seeing itineraries. They appreciate the cultural aspects of the area and interactions with locals.

They are emotionally connected and they want to reinforce the bond with their family ancestors' places, because they feel they belong there.

It is therefore important to consider them not as plain "tourists" but as members of the local community, special guests and to create a dedicated hospitality offer. 

Roots-IN aims at becoming a point of reference for best practices and programs for ancestry tours and to ease contacts between supply and demand. 

20 November

Una Hotel Matera

Conferenza di apertura

Forum e tavoli di lavoro con esperti di rilevanza nazionale e internazionale.

Attività di formazione


20 November

Una Hotel Matera

Conferenza di apertura

Forum e tavoli di lavoro con esperti di rilevanza nazionale e internazionale.

Attività di formazione


21 November

Una Hotel Matera

Incontri B2B


Matching buyer internazionali - seller

Occasioni di confronto

Exhibition area


Exhibition stands from Italian regions, institutions, public bodies, associations, chambers of commerce, museums, universities, private firms.

20 e 21 novembre 9:30-18:00

Conference area


Forum di apertura con rappresentanti istituzionali e esperti nazionali.

November , 20th 9:30 am - 1 pm


Interactive labs in marketing, communication, technologies and research. The aim is to offer specific #rootstourism training to individuals and territories

November, 20th from 2:30 pm to 6 pm
November, 21st from 10 am to 6 pm

Workshop area


Buyers from Countries with a relevant Italian community meet Italian tourism trade with a pre-scheduled meeting agenda

November, 20th from 3 to 6pm
November, 21st from 10am to 6pm

Appuntamenti di 15 minuti

Coffee Break 21/11 dalle 11:30-12:00
Pausa pranzo 21/11 dalle 13:00-15:00

Il progetto

ROOTS in was born in Basilicata, one of the Italian regions with the highest XXth century emigration rate. We want to focus on this specific segment of tourists: curious and passionate travellers of Italian origin, driven by very deep motivations to explore their territories of origin, creating new virtuous connections.

The Basilicata Tourist Board – in cooperation with the Ministry of Foreign Affairs and International Cooperation and ENIT, Italy National Tourist Board – is hosting the first edition of “Roots Tourism International Exchange”, a two-days event for the entire Travel Trade community and media specialised in ancestry tourism. The opening day is devoted to a panel discussion with Roots Tourism experts of national and international standing. The November 20th conference is open to all.

The second day is strictly a B2B opportunity of business matching and networking. Our workshop with international buyers and sellers from all over Italy is not restricted to the travel industry, but also addresses real estate, talent attraction, fundraising and other strategic sectors, with a focus on younger generations.

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ROOTS-IN is an unmissable opportunity for travel trade agencies and T.O. and specialized media to facilitate the “back-to-the-roots” tourism movement, in order to develop specific tourist packages for this type of traveller . It is organized by APT – Agenzia di Promozione Territoriale Basilicata in cooperation with ENIT - Italian National Tourism Board under the patronage of Ministero degli Affari Esteri e della Cooperazione Internazionale to foster competence and expertise of roots tourism professionals with a comprehensive program of highly professional talks, trainings and networking.

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