The City of L’Aquila has completed the training program for local businesses and merchants, thereby establishing the official network of ambassadors for “L’Aquila, Italian Capital of Culture.”
In the year of L’ Aquila being the Italian Capital of Culture 2026 , the municipal administration successfully completed the project included in the “L’Aquila, a Welcoming City” program. Through a series of intensive training sessions, the initiative prepared local merchants, economic operators, and associations to become true points of reference for residents and visitors.
Thanks to this program, those who work with the public on a daily basis have deepened their understanding of the region’s historical and artistic heritage and its cultural identity, enabling them to provide a high-quality, informed, and widespread welcome.
Look for the official sticker in store windows around town
The project, launched at the initiative of the Supervisory Committee for L’Aquila 2026, is now a visible and tangible presence on the city’s streets. As you walk through L’Aquila, you’ll noticethe official “Ambassador of Culture” sticker on the windows of numerous shops, bars, and local businesses, as well as the branded pins worn by the staff.
Ask them! If you see the logo on display, come in and ask for information about the program, places to visit, or details about the events for “L’Aquila, Italian Capital of Culture 2026”: the Ambassadors are ready to guide you and tell you all about the city.
This initiative reaffirms our commitment to building an inclusive and participatory community, capable of transforming culture into a collective experience and developing best practices in cultural heritage education that will remain a valuable legacy well beyond 2026.