Naples aims to attract one million native tourists by 2028 thanks to UNESCO recognition of Neapolitan song.

Mazzi explained that the government intends to guide all travel agencies and major cruise lines toward this goal, emphasizing that the recognition is not only cultural but also an economic driver. With approximately 80 million Italians worldwide—of whom only 8% (six million) have already returned to Italy—this opens up a potential pool of 74 million people who could be motivated to visit their roots thanks to a strongly identifying initiative like the promotion of Neapolitan song.

Involvement of local institutions and international partners

The minister stated that he has already spoken with the mayor of Naples , Gaetano Manfredi, and the president of the Campania Region, Vincenzo Fico, whom he met in Cagliari. Both have assured him of their willingness to collaborate. Furthermore, Mazzi expressed his willingness to support the participation of international artists, in order to make the event more attractive globally.

Opportunities related to the America's Cup and Louis Vuitton Cup regattas

The minister sees the America's Cup and Louis Vuitton Cup stops scheduled for Naples as opportunities to promote the project. Integrating these high-profile sporting events with the tourism campaign could increase the city's visibility and encourage the influx of foreign visitors.

To move from a declaration of intent to concrete implementation, Mazzi announced the launch of a technical committee that will coordinate the actions of the government, local authorities, cruise lines, and cultural stakeholders. The committee will define the timelines, resources, and promotional measures needed to reach the goal of one million Italian tourists by 2028.