Brazil Teams Up with More 54 Countries to Participate as Italy Host Roots-IN 2026 in Matera as International Buyers Gather to Develop Ancestry Tourism

Brazil Teams Up with More 54 Countries to Participate as Italy Host Roots-IN 2026 in Matera as International Buyers Gather to Develop Ancestry Tourism. The international event will connect tourism professionals, promote ancestral heritage experiences and strengthen partnerships between Italian destinations and overseas travel markets through business networking opportunities.

Italy to Host Roots-IN 2026 in Matera as International Buyers Gather to Develop Ancestry Tourism, bringing tourism professionals together on 10 and 11 November. The fifth edition will connect Italian travel businesses with overseas buyers, promote family heritage experiences and strengthen commercial opportunities across the country’s emerging ancestry tourism sector.

Roots-IN 2026 brings international ancestry tourism trade to Matera

Italy is preparing to welcome international tourism buyers and domestic travel businesses to Matera for the fifth edition of Roots-IN, an industry event dedicated to ancestry tourism and travel connected with family heritage.

Scheduled for 10 and 11 November 2026 at the UNA Hotels MH Matera Congress Centre, the event will bring together travel operators, destination representatives, genealogy specialists and tourism organisations seeking to develop experiences for travellers with Italian ancestry.

Organised by the Basilicata Region through its Territorial Promotion Agency, APT Basilicata, Roots-IN is being delivered in collaboration with the Italian National Tourist Board, ENIT, and under the patronage of Italy’s Ministry of Foreign Affairs and International Cooperation.

The event will combine business meetings, professional discussions, destination presentations and training sessions, providing opportunities for Italian tourism suppliers to establish relationships with overseas travel businesses.

According to the organisers, the event is designed to help tourism professionals develop travel products that connect visitors with their ancestral towns, family histories and cultural traditions.

International buyers from five principal markets expected

Roots-IN 2026 is expected to welcome 55 international buyers from five principal markets: the United States, Canada, Brazil, Argentina and Australia.

These countries have substantial communities descended from Italian emigrants and represent important source markets for tourism experiences centred on ancestry, genealogy and cultural identity.

The organisers are targeting participation from more than 120 Italian sellers, including incoming tour operators, travel agencies, accommodation businesses, tourism consortia, mobility providers, experiential tourism specialists and genealogical research services.

Business-to-business meetings will take place across both exhibition days, with appointments scheduled through the event’s professional matchmaking system.

The official workshop programme provides for individual meetings lasting 15 minutes, enabling participating businesses to present itineraries, discuss commercial partnerships and explore opportunities for future bookings.

A separate organiser announcement dated 6 November also identifies Mexico among the countries represented on the accompanying international familiarisation tour. This expands the geographical representation of the wider event programme, although the earlier announcement identifies five principal buyer markets for the trade workshop. Ansa.it+2

Italian regions and tourism businesses to present ancestry travel experiences

The exhibition component will provide a platform for Italian destinations and tourism businesses to promote travel experiences associated with family origins, local traditions and cultural heritage.

The organisers have indicated that nine Italian regional stands are expected to participate, alongside private-sector tourism exhibitors.

Basilicata will have a central role as the host region, while Calabria, Tuscany and Liguria are among the regions specifically represented in the published conference programme.

Calabria will present ancestry tourism as an opportunity for regional development, with attention to genealogical research and the connections between emigrant communities and their places of origin.

Tuscany and Liguria will contribute to discussions about developing regional tourism experiences and turning ancestral connections into practical visitor itineraries.

The official programme also identifies organisations working in genealogy, community tourism, cultural promotion and experiential travel.

These include Storie di Famiglia, Gens Turismo Genealogico Italia Brasile, Raiz Italiana APS, Destinazione Umana and representatives of Italian tourism associations.

Their involvement in programme sessions should be distinguished from confirmed exhibition bookings, as the organisers have not published a complete named exhibitor directory. ROOTS in+1

Ancestry tourism creates opportunities beyond conventional sightseeing

Ancestry tourism differs from conventional leisure travel because visitors are motivated by personal connections with a destination.

Travellers may wish to locate family records, visit the birthplace of a grandparent, explore historic neighbourhoods or meet relatives whose families remained in Italy.

These journeys can combine genealogical research with accommodation, guided tours, local transport, food experiences, cultural activities and visits to smaller communities.

For tourism businesses, this creates opportunities to develop personalised itineraries rather than relying exclusively on established sightseeing routes.

Smaller Italian towns and rural destinations may benefit particularly from such travel because family histories frequently lead visitors beyond major tourism centres.

However, successful ancestry tourism requires reliable research, appropriate local partnerships and realistic expectations about the availability of historical records and family connections.

The Roots-IN programme aims to address these practical requirements through professional education, destination networking and the development of specialist tourism products.

Matera to highlight Basilicata’s cultural heritage and local communities

Matera provides a distinctive setting for the event, with its historic Sassi districts, traditional settlements and wider connections to southern Italy’s cultural history.

The 2026 edition adopts the theme of dialogue, reflecting Matera’s designation as Mediterranean Capital of Culture and Dialogue for the year.

Organisers are using this theme to highlight relationships between Italian communities and descendants of emigrants living overseas.

Alongside the trade exhibition, APT Basilicata has arranged a familiarisation programme from 7 to 12 November for international buyers and journalists.

The itinerary includes Melfi, the Castle of Lagopesole, Barile, Matera, Pomarico and Miglionico, introducing participants to local food, heritage sites, traditional crafts and community experiences.

These visits are intended to demonstrate how destinations can translate cultural heritage into tourism products that overseas operators can promote to their customers. Borsa Internazionale del Turismo delle Origini+1

Digital technology and genealogy to feature in industry discussions

The conference programme will examine how technology, marketing and specialist research can support the development of ancestry tourism.

Sessions will address artificial intelligence, social media, genealogical research, destination storytelling and the creation of experiences for travellers interested in their Italian heritage.

A dedicated discussion will consider opportunities between Brazil and Italy, while another session will examine how tourism businesses can develop experiences suited to the American market.

Other presentations will focus on community hospitality, traditional crafts, cultural identity and the role of local organisations in welcoming returning descendants.

These discussions reflect the industry’s growing interest in combining personalised travel services with authentic cultural experiences and digital destination promotion. ROOTS in

Previous edition demonstrates established trade interest

Roots-IN has developed an established business-to-business format through its previous editions.

According to the Basilicata regional government, the 2025 event attracted 140 Italian sellers and 70 international buyers from six countries, generating more than 2,200 scheduled business meetings.

It also featured 30 exhibitors, including nine Italian regions, alongside 24 professional workshops and more than 1,000 external visitors.

These figures provide a benchmark for the 2026 edition, although final participation and commercial results will only become available after the event.

For international travel businesses, Roots-IN offers access to specialist Italian suppliers and destinations seeking to develop ancestry-focused itineraries for overseas customers. Regione Basilicata

Outlook for Italy’s ancestry tourism industry

Roots-IN 2026 reflects Italy’s efforts to strengthen tourism connections with descendants of Italian emigrants worldwide.

The organisers identify approximately 80 million people of Italian descent internationally as a potential audience for heritage-related travel, rather than as a forecast of actual visitors.

Turning that cultural connection into sustainable tourism demand will depend on product quality, credible genealogical services, local community involvement and effective international distribution.

The Matera event provides an opportunity for tourism businesses to address those requirements through commercial partnerships and professional collaboration.

Roots-IN 2026 will place Matera at the centre of international discussions about ancestry tourism, connecting Italian destinations with overseas travel buyers. Through business meetings, regional presentations and specialist workshops, the event aims to strengthen heritage travel opportunities, support smaller communities and encourage meaningful connections between travellers and ancestral destinations.

Roots-IN 2026 in Matera highlights Italy’s commitment to expanding ancestry tourism through international collaboration, cultural preservation and commercial partnerships. With Brazil among the participating markets, the event will provide opportunities for tourism businesses to develop heritage experiences, strengthen destination connections and encourage travellers to explore their Italian family origins.

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