News

July 2019


Agritourism is one of the most distinguishing features of Italian tourism. It is the protagonist of OFF, the first web series of its kind sponsored by ISMEA, as part of the initiative known as Rete Rurale Nazionale 2014-20 (Rural National Network) coordinated by the MiPAAF, Italy's agriculture ministry. 

The series' three episodes, which can be found at www.agriturismoitalia.gov.it, www.reterurale.it and Youtube, were shot at three farm houses located in rural areas rich with touristic and cultural attractions, but perhaps not yet well-known to general public: Barga, near Lucca (Tuscany), Piazza Armerina, near Enna (Sicily) and Duino Aurisina near Trieste (Friuli-Venezia Giulia).
Serena Anzaldi, the protagonist of the web series, is a rising Youtube star, already well-known to the young public and used to the frenzied rhythm imposed by social media. She will learn to disconnect (hence the series' title "Off") while staying at an agritourism and getting to know Riccardo, a handsome freelance photographer. All the while, Serena is visiting lands full of history and folklore, learning how to cook traditional dishes, experiencing life as a farmer and hearing mysterious stories.

The web series is part of an effort to inform the public about agritourism and the many roles of agriculture, and to raise awareness of the "Agritourismo Italia" brand and the official trademark associated with it.