When we organised a media visit to San Ginesio, I thought I already knew the story. As one of the villages recognised by UN Tourism’s Best Tourism Villages initiative, I was familiar with its remarkable heritage, its breathtaking location in Italy’s Marche region, and the challenges it had faced following the devastating earthquakes that struck central Italy in 2016. I expected conversations about reconstruction, tourism strategies and future plans.<\/p>\n
What I did not expect was that my strongest memory of San Ginesio would have very little to do with buildings or even tourism itself. It would be the people.<\/p>\n
Perched high above the rolling hills of the Marche region, with panoramic views stretching towards the Sibillini Mountains, San Ginesio is often called the “Balcony of the Sibillini”. It is a village of fewer than 3,500 people, known for its medieval heritage, cultural traditions and deep connection to the surrounding landscape. But beyond its postcard-worthy beauty lies a community quietly demonstrating what rural revitalisation can look like when it is driven by people rather than projects.<\/p>\n
A Village That Chose to Stay Together<\/strong><\/p>\n The earthquakes of 2016 left a deep mark on San Ginesio. Many buildings in the historic centre were damaged. Hundreds of residents were displaced. Nearly a decade later, restoration work continues and some families are still waiting to return. Yet throughout our visit, what residents spoke about most was not the destruction itself, but the response that followed.<\/p>\n As Deputy Mayor Daris Belli explained, the immediate aftermath brought fear, uncertainty and anxiety. People lost homes, routines and a sense of normality. For many elderly residents, the experience was particularly difficult. And yet the disaster also brought the community closer together. Temporary accommodation became a place where neighbours supported one another. Volunteer associations stepped in to help. Residents offered emotional and practical support to those most affected. In many ways, the earthquake strengthened relationships within the community and reinforced a collective determination to rebuild.<\/p>\n That spirit is still visible today.<\/p>\n Tourism That Belongs to the Community<\/strong><\/p>\n One of the things that struck me most during the visit was how tourism in San Ginesio feels like a community effort rather than an industry. The local police officer became our guide, sharing stories about the village with pride and enthusiasm. Residents greeted us in the streets and stopped to talk about local history, traditions and life in the village. There was a genuine sense that everyone had a role to play in welcoming visitors.<\/p>\n One of my favourite moments came on a Sunday when a group of local nonnas gathered to prepare traditional dishes and showcase local recipes. There was nothing commercial or staged about the experience. It felt more like being invited into someone’s home than attending a tourism activity. Between preparing food, sharing stories and laughing together, these women were passing on traditions that have shaped the identity of San Ginesio for generations.<\/p>\n In that moment, it became clear that preserving heritage is not only about restoring historic buildings. It is also about preserving knowledge, traditions and connections between people. The nonnas were not simply sharing recipes. They were sharing a living culture.<\/p>\n Beyond Reconstruction<\/strong><\/p>\n Across the world, rural revitalisation is often discussed in terms of infrastructure, investment and economic growth. Those elements are important, but San Ginesio reminded me that revitalisation is also about something less tangible. It is about confidence. It is about creating reasons for people to stay, return and invest in their community.<\/p>\n Despite the challenges, residents continue to open businesses, support local schools and contribute to community life. Local associations remain active. Cultural events continue to bring people together. Tourism has become part of a broader effort to ensure that San Ginesio remains not only a place worth visiting, but a place worth living in.<\/p>\n This is where tourism has played a particularly important role. According to local authorities, recognition through the Best Tourism Villages initiative significantly increased visibility for the destination, helping attract visitors and bringing new attention to the village’s recovery efforts. For local businesses, accommodation providers and entrepreneurs, tourism provides an important source of income. More importantly, it creates opportunities that encourage people to remain connected to the village and its future.<\/p>\n A Different Model of Success<\/strong><\/p>\n What impressed me most about San Ginesio was that it is not trying to become something else. It is not chasing mass tourism or attempting to reinvent itself. Instead, it is building on what it already has: its heritage, its traditions, its landscape and, above all, its people.<\/p>\n The surrounding Sibillini Mountains offer opportunities for hiking, cycling and outdoor experiences. Festivals celebrate local history and culture. Regional food traditions remain deeply connected to everyday life. Together, these elements create a visitor experience that feels authentic and rooted in place. But the real strength of San Ginesio lies in its community.<\/p>\n Throughout the visit, I was reminded that successful rural tourism is not simply about attracting visitors. It is about ensuring that tourism contributes to the wellbeing of the people who call a place home. In San Ginesio, that principle is visible everywhere. From local leaders and volunteers to artisans, business owners and the nonnas who welcomed us on a Sunday afternoon, everyone seemed to share a common belief in the future of their village. As I left San Ginesio, I found myself thinking less about the buildings being restored and more about the community behind them.<\/p>\n Because ultimately, the story of San Ginesio is not just one of reconstruction. It is a story about resilience, participation and the power of people coming together around a shared vision for their future. And perhaps that is why it continues to inspire as one of the world’s Best Tourism Villages by UN Tourism.<\/p>\n (About the Author: The guest contributor to our blog, Megha Paul, is senior communication specialist at UN Tourism and recently explored San Ginesio during the first press trip in Italy)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" When we organised a media visit to San Ginesio, I thought I already knew the story. As one of the villages recognised by UN Tourism’s Best Tourism Villages initiative, I was familiar with its remarkable heritage, its breathtaking location in Italy’s Marche region, and the challenges it had faced following the devastating earthquakes that struck…<\/p>\n","protected":false},"author":333,"featured_media":27313,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[465],"class_list":["post-27312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-san-ginesio","category-30","description-off"],"yoast_head":"\n