The festival market - Italy

1.1 Definition and presentation

A festival is defined as a cultural event organized for the purpose of bringing together, for one or more days, different types of people interested in this type of activity related to art, entertainment or more generally to leisure.

In Italy, prior to the pandemic, festivals were very deeply rooted in popular culture; now, thanks to security measures to cope with Covid19 this type of event has begun to be organized again.

Globally, the festival market can be said to be in a post-pandemic growth and recovery phase mainly due to the increasing popularity that music festivals are experiencing.

Even in Italy, the market can be defined as recovering after a period of stop due to the recent pandemic.

In Italy, the most popular festivals are music festivals, but not only.

The top 10 festivals held in Italy in 2020 were: the Kappa FuturFestival (Turin), Polifonic (Monopoli), Decibel Open Air (Florence), Locus Festival (Locorotondo), FRAC Festival (Catanzaro), Ypsigrock (Castelbuono), Movement (Turin), MORE Festival (Venice), Home Festival (Venice) and finally Club to Club (Turin).

The most globally known Italian music festival is the Sanremo Festival.

however, it is important not to forget that Italy's vast cultural heritage makes it a great place for many other types of festivals. These include film festivals such as the Venice Film Festival, the Rome Film Festival and many others.

Still another particularly popular type of festival in Italy is the literary festival. These festivals include events such as the Salone del Libro in Turin, the Festivaletteratura in Mantua, and Lucca Comics, which is the most popular comics festival in Italy.

An important trend in this sector is the post-Covid recovery. At a delicate time such as the one we are currently experiencing, in which cities are slowly starting to reorganize events open to the public again, measures need to be taken to commit to revitalizing the cultural and artistic life of Italy's historic centers. In order to do this, it is necessary to organize events in line with the directives for the protection of public health dictated by the government.