General Assembly of Culture and Tourism, Biancani: "Pesaro grows year-round thanks to events, Rossini, and new strategies."
From seasonal adjustment to the revival of Rossini's identity: 2025 marks a turning point for culture and tourism.
General Assembly of Culture and Tourism, Biancani: "Pesaro grows year-round thanks to events, Rossini, and new strategies."
on the occasion of General States of Culture and Tourism 2025/2026, the mayor of Pesaro Andrea Biancani opened the works by inserting the city's path into a long-term vision, started with the experience of Italian Capital of Culture 2024A year which, as the mayor underlined, represents «a starting point, not arrival point».
"The 2025 – Biancani explained – it was the year in which we activated concrete news on the planning and promotion of the city, with projects that look to the future with ambition." A strategy that has already produced tangible results, especially thanks to the city's two major cultural venues: Scavolini Auditorium e Vitrifrigo Arena, which allowed for increase off-season events and to make the calendar increasingly competitive at a national level.
New communication and promotion of the territory
Among the central points of the intervention, the renewed communication strategy, both paper and digital. The Municipality has focused on thematic brochures dedicated to museums, tours and events, also designed as operational tools for hoteliers. «We have created a guide to Museums of Pesaro – Biancani recalled – with 31 sites to visit, 15 scheduled exhibitions and two seasonal versions, summer and winter, to offer always updated opening hours».
The project shared with is also important Gabicce and Gradara, "The Riviera of San Bartolo”, defined by the mayor as «a successful experiment, to be relaunched in 2026», as well as the format “Pesaro in Autumn”, which prepared the city for Christmas with DJ sets in museums, activities for children and shows in the square, recording over 8 thousand visitors.
Rossini at the center of cultural identity
One of the key passages of the speech concerns the figure of Gioachino Rossini, destined to increasingly become the hub of the city's cultural identity.
«Rossini must be the center of our cultural narrative – Biancani reiterated – through the Rossini tour which passes through the places linked to the life of the Maestro and thanks to great events such as the Rossini Opera Festival, which guarantees Pesaro a international visibility». Next to “Pesaro Rossiniana”, the project also continues “Pesaro Unveiled”, a summer tour that enhances the city's art venues, from Civic Museums to the Synagogue, up to House of Abundance and Bicycle Museum.
Call for proposals: Culture and space for young people
Among the novelties of 2025, the new Culture Call, published on December 9, which allocates 20 thousand euros to youth associations. «We want to support projects capable of uniting entertainment and culture», explained the mayor, recalling the success of initiatives such as GPS – Good Pesaro Sound and DJ sets at museums, with over 5.500 attendees in three eveningsThe new call also introduces faster turnaround times, allowing to build a complete calendar until December 2026, already ready for promotion to citizens and tourists.
A busy calendar towards 2026
2025 and 2026 are confirmed to be years full of events: from Rossini Opera Festival a Popsophia, from Kum Festival to the International Exhibition of New Cinema, up to large concerts and traditional events such as Candles in Candelara , St. Nicholas Fair.
International events such as the passage of the Olympic flame Milano-Curtain, Futsal Champions League Final Four, Acrobatic Gymnastics World Championships, as well as shows and concerts with artists of the caliber of Gianni Morandi, Renato Zero, Blanco and Olly. "Thanks to Scavolini Auditorium and Vitrifrigo Arena – Biancani underlined – we already have more than 250 days occupied, with the purpose of to increasingly deseasonalise tourism».
The appeal to the Marche Region
In closing, the mayor renewed his appeal to Marche region to firmly support the candidacy of Pesaro-Urbino European Capital of Culture 2033 and strengthen territorial promotion. «We need resources, planning and institutional proximity – he stated – because Pesaro continues to be a point of reference for the entire region". A work that also proceeds in parallel on the front ofwelcome, in close collaboration with the hoteliers, as confirmed by sentiment data: Pesaro is perceived as «a welcoming, well-organized city capable of combining culture, entertainment and relaxation».
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