Mirabilia is a network project bringing together 21 Italian Chambers of Commerce, let by ISNART. It connects and promotes areas of outstanding historical, cultural and environmental value, many of which are home to lesser-known and less-visited UNESCO World Heritage sites. By supporting local tourism businesses and promoting sustainable, high-quality tourism, Mirabilia helps these territories increase their international visibility through events, digital tools, training activities and structured cooperation between public and private stakeholders.
A key pillar of the project is the International Cultural Tourism Marketplace, Mirabilia’s flagship annual B2B event. The Marketplace brings together tourism businesses from the Chamber network and international buyers, encouraging new partnerships, innovative projects and concrete business opportunities. Alongside this, Mirabilia develops thematic initiatives such as olive oil tourism routes, designed to highlight authentic experiences and Italy’s extra virgin olive oil culture.
Mirabilia also places strong emphasis on skills development. The project organises educational tours focused on artistic and local craftsmanship and promotes advanced training opportunities, including the Master’s programme in Cultural Heritage Management for Tourism Development, delivered in cooperation with the University of Perugia, and the Tourism Lab Academy, developed by ISNART and Universitas Mercatorum. These initiatives support continuous upskilling for tourism businesses and for staff across the Chamber network, strengthening the competitiveness of Italy’s cultural tourism offer.
Another key initiative is Top of the PID Mirabilia, an annual competition developed in collaboration with the national PID Network (Punto Impresa Digitale). The award recognises companies that have developed, or are developing, digital innovation projects, products or technological solutions aimed at promoting and enhancing lesser-known destinations and attractions.
At European level, Mirabilia works with chamber organisations to promote cross-border cooperation, support the sharing and rollout of its model, and encourage the exchange of ideas, experiences and opportunities between territories. Following the involvement of the French Chambers of Commerce, the network is currently expanding at European level, strengthening its international reach and its impact on local territorial systems. ISNART and Mirabilia also participate in the “Together for EU Tourism Expert Group” established by the European Commission, contributing to several thematic sub-groups that support the implementation of the Transition Pathway for Tourism.