Roots-IN 2026
Fith edition
MATERA, NOVEMBER 10-11TH, 2026
SAVE-THE-DATE!
2 FULL DAYS DEVOTED TO NETWORKING | PROFESSIONAL TRAINING | BUSINESS MATCHING ON ROOTS TOURISM
A unique B2B workshop for Italian and International tourism professionals: meetings with travel solutions for incoming to Italy
Roots-IN 2026, a new edition around one keyword: DIALOGUE
Following the designation of Matera as the Capital of Mediterranean Dialogue 2026, this year's edition is focused on dialogue as an opportunity for exchange and growth between communities near and far, territories and cultures united by common Italian roots..
The DNA of the "Homecoming" movement presents a special bond between communities that may be geographically distant but are truly united by common roots, traditions, culture, and language: a potential of approximately 80 million Italian descendants worldwide, represented by the generations following those who emigrated from our country between the late 19th and 20th centuries.
We endorse dialogue between national and international tourism trade professionals, institutions, local communities, and representatives of Italian communities abroad, so that our Exchange becomes a connecting place for different identities, generations, and geographies, to better define a model of experiential tourism aligned with the specific needs of root tourists.
Roots Tourists Profile
Roots tourists are interested in capturing the essence of the places they visit, often small villages and routes outside standard sight-seeing tours. 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.
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
Roots tourism is an opportunity of destination marketing to let Italian regions grow and benefit from ancestors’ travellers know-how and life experiences .
Forum di apertura
Conferenza inaugurale con interventi di rappresentanti di istituzioni, stakeholder nazionali e esperti di turismo
Lunedì 18 novembre 2024
Workshop B2B Seller-Buyer
Incontri one-to-one tra rappresentanti del trade italiano e buyer internazionali provenienti dai paesi a più forte presenza di comunità italiana con calendario di appuntamenti prefissato
Exhibition area
L’offerta italiana di turismo delle origini: stand espositivi di regioni, istituzioni, enti pubblici, associazioni, camere di commercio, musei, università, aziende private di servizi e prodotti turistici
20 November
Una Hotel Matera
Conferenza di apertura
Forum e tavoli di lavoro con esperti di rilevanza nazionale e internazionale.
Attività di formazione
Networking
20 November
Una Hotel Matera
Conferenza di apertura
Forum e tavoli di lavoro con esperti di rilevanza nazionale e internazionale.
Attività di formazione
Networking
21 November
Una Hotel Matera
Incontri B2B
OUR WORKSHOP
Matching buyer internazionali - seller
Occasioni di confronto
Exhibition area
ITALY FOR ROOTS TOURISM
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
"ROOTS TOURISM AND BOROUGH REGENERATION"
Forum di apertura con rappresentanti istituzionali e esperti nazionali.
November , 20th 9:30 am - 1 pm
ROOTS in LAB
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
WORKSHOP
ONE-TO-ONE MEETINGS BETWEEN
BUYERS AND SELLERS
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.
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.
