Revitalizing Italian culture in a unique and immersive way, Grand Tour Italia recently made its debut in Bologna. This innovative theme park, founded by Italian businessman Oscar Farinetti, aims to offer visitors a deep dive into the diverse culinary and cultural traditions of Italy’s 20 regions, setting the stage for further exploration. With 27 successful Eataly locations under his belt, Farinetti stands as a visionary in the industry, looking to transform the former FICO Eataly World into a dynamic space for discovery and enjoyment.
Reshaping Expectations
While the predecessor FICO Eataly World drew a significant number of visitors during its initial year, the attendance declined over time, leading to its closure in February 2024. However, Farinetti’s resilience and strategic mindset led to a reinvention of the project, with an additional investment of 15 million euros to breathe new life into the concept. By reconstructing the park and appointing Piero Bagnasco as CEO, the project aims to attract 1.5 million visitors in the first year, with a projected revenue of 30 million euros by 2025.
The expansive 50,000-square-meter park sets itself apart from its precursor by offering a comprehensive experience that goes beyond just food. While Italian cuisine remains a focal point, the emphasis extends to regional biodiversity, historical treasures, architectural marvels, and cultural celebrations unique to each area. Visitors are guided through twenty-three porticoes, symbolic gateways to each region, drawing inspiration from Bologna’s UNESCO-designated Medieval porticoes. This architectural choice creates a seamless transition into the diverse offerings of Grand Tour Italia.
Environmental Commitment
Environmental sustainability plays a crucial role in the project’s ethos, with a strong focus on sourcing products from organic and sustainable origins. Collaborating with renowned partners like Scuola Holden, Coldiretti, and Slow Food amplifies the storytelling aspect of the grand tour. These entities contribute to the educational journey by highlighting the importance of preserving local food traditions, sustainable agriculture, and the art of storytelling through the written word.
Family-Friendly Experience
Catering to a wide audience, Grand Tour Italia features a variety of attractions, including a traditional osteria, local markets, educational zones, and entertainment options for children. The inclusion of a bookstore showcasing influential literary works, an Adventure Park, and a dynamic schedule filled with engaging activities like music, cooking lessons, and wine tastings enhances the overall guest experience. By offering a blend of learning and leisure, the park caters to diverse interests while fostering a deeper connection to Italy’s cultural heritage.
The concept of the “Grand Tour” takes inspiration from Wolfgang von Goethe’s Italian Journey, inviting visitors to embark on a transformative exploration of Italy’s rich tapestry of sights and sounds. By encapsulating the essence of large cities, small towns, and picturesque villages within a single location, Grand Tour Italia acts as a gateway to a broader understanding of Italy’s historical and cultural significance. Oscar Farinetti’s vision of showcasing Italy’s cultural abundance through an immersive experience underscores the park’s status as a celebration of diversity and heritage.
Grand Tour Italia stands as a testament to the fusion of tradition and innovation, offering a rejuvenated approach to experiencing Italy’s cultural and culinary landscape. With a meticulously curated blend of regional offerings, educational initiatives, and entertainment options, the park provides a multi-dimensional platform for visitors to engage with Italy’s rich history and vibrant present. Through a commitment to sustainability, storytelling, and immersive experiences, Grand Tour Italia sets a new standard for cultural exploration and culinary appreciation in the heart of Bologna.