In Piedmont, Langhe, Roero and Monferrato increasingly focus on contemporary art and cultural tourism

The Langhe, Roero, and Monferrato regions of Piedmont, Italy, have consolidated their cultural alliance under the name Orma, a unified system launched in 2025 that brings together four existing festivals—Creativamente Roero, Resté, Germinale Monferrato Art Fest, and La collina sale sempre—to offer a widespread contemporary art program across the UNESCO World Heritage territory. In 2026, Orma expands its activities from May to November, involving over 60 municipalities, with new entries like Canelli hosting a site-specific work by Brazilian artist Maria Theresa Alves in partnership with Castello di Rivoli, and projects such as Prospettive / Perspectives with Fondazione Sandretto Re Rebaudengo and Villa Arson. The program includes artist residencies, permanent interventions, and exhibitions, with Resté already underway in the Langhe towns of Diano d'Alba, Montelupo Albese, Rodello, and Cerretto Langhe.

This matters because Orma represents a strategic model for cultural tourism that leverages contemporary art to revitalize rural areas, moving beyond major urban centers to engage small towns, historic villages, and wine landscapes. By linking art, agriculture, and community participation, the initiative aims to generate sustainable economic growth and cultural attractiveness, positioning Alba as the Italian Capital of Contemporary Art in 2027. The collaboration between local governments, museums, foundations, and international artists demonstrates how art can serve as a catalyst for territorial identity and tourism development in UNESCO-listed regions.