The companies from Treviso that participated in “Olio Capitale – the exhibition of typical and quality extra virgin olive oils”

Treviso: not only Prosecco but also high-quality extra virgin olive oil.

Events - published on 22 March 2024

Fonte: ufficio stampa Mirabilia

Treviso and Belluno participated in “Olio Capitale – Salone degli extravergini tipici e di qualità” at the Generali Convention Center in Trieste

Riva Jacur di Breda Luciano
Azienda agricola Michele Callegari
Progress country and wine house

For the third consecutive year, Mirabilia Network participated in “Olio Capitale – Salone degli extravergini tipici e di qualità“, from 8 to 10 March 2024, at the Generali Convention Center in Trieste. The exhibition, now in its sixteenth edition, represents the main specialised fair dedicated to extra virgin olive oil in Italy.

Mirabilia was present both during two important events on the calendar and with a stand and a large representation of olive oil companies from many nodes of its network, thus confirming its great attention towards a new frontier of the tourism experience: oil tourism, which assumes an important added value for SMEs.

The two events saw the participation of Mirabilia President Angelo Tortorelli in the inaugural conference entitled ‘The roots of oil tourism. Discovering the oil communities‘; the round table: ‘Regional provisions implementing the National Law on Oleotourism: state of the art and harmonisation‘.

The Memorandum of Understanding

On the sidelines of the Round Table “Regional Provisions implementing the National Law on Oleotourism: state of the art and harmonisation”, a Memorandum of Understanding was signed between Mirabilia, Città dell’Olio and the Chamber of Commerce of Umbria with Ercole Olivario, with the aim of more effectively pursuing the common goals of the development of the culture of oil and the growth and strengthening of oleotourism in Italy, through collaboration.

The document is a further concrete step for the promotion of oil tourism, an important and emerging theme that embraces, in a transversal way and on several levels, more and more operators and interests. Oil tourism has a high potential for small and medium-sized enterprises.

Mirabilia and oil tourism

In the dedicated Mirabilia area there will be 21 operators, who will make use of a qualified context to present their own oil tourism offer and that of the extra virgin olive oil product, and will benefit from dedicated communication, which will highlight the oil tourism offer at the fair.

Operators will have the opportunity to present their offer directly to Italian and foreign tourist buyers, travel agencies, but also to managers of associations dedicated to the valorisation of the agri-food and cultural product who organise travel programmes, as well as to ‘oil lovers’, i.e. those who love the product and prefer to visit the places of production independently. All this, of course, is in addition to the possibility of direct sales of the oil product to visitors.

Thus, Mirabilia’s path continues, aiming at the construction of a tourist offer and a related widespread itinerary, both linked to extra virgin olive oil, to enhance the areas with the presence of UNESCO sites and other tangible and intangible assets, to be increasingly connected with oil production.

In the two previous editions of ‘Olio Capitale’, the Network has already introduced the concept of oil tourism, encouraging participation in the fair. The objective for 2024 is to evaluate and increase the current visibilitỳ of the commercial offer of oil tourism companies and oil-related tourist attractions, as well as to highlight the commercial offer, through a B2B activity at the fair.

“In wishing our entrepreneurs the best of luck,” says Mirabilia President Angelo Tortorelli, “we tell them that Mirabilia will continue to stand by their side for support that is also a push towards the growth of the offer in terms of product, services and professionalism.

About Mirabilia

Mirabilia Network is an association set up by Unioncamere Nazionale, together with 21 Italian Chambers of Commerce, which connects and enhances territories distinguished by their high historical, cultural and natural value and enhanced by the presence of UNESCO sites.



Translated by Cecilia Flaccavento
Intern at the Chamber of Commerce of Treviso – Belluno|Dolomites

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