L’Aquila 2026. Meet the cultural ambassadors

The City Council has given the green light to the project “L’Aquila: A Welcoming City—Ambassadors of the City of Culture,” a strategic initiative in preparation for the city’s year as Capital of Culture, designed to improve the quality of hospitality, strengthen the skills of service providers, and promote the city’s cultural identity.

The project involves the creation of free training programs aimed at shopkeepers, sports associations, and other segments of the community who interact with the public on a daily basis. Upon completion of the courses, participants will be able to earn the title of “Ambassadors of the City of Culture,” becoming key figures in promoting L’Aquila’s historical and cultural heritage and identity.

The initiative, which has already been approved by the Supervisory Committee, is part of a broader set of preparatory actions leading up to the year in which L’Aquila will take center stage in the national cultural scene, with a wide-ranging program of events and projects aimed at strengthening social cohesion and the city’s ability to tell its story.

“2026 will be an extraordinary year, and we want everyone who lives and works in the city to feel like a key player,” said Mayor Pierluigi Biondi “With the ‘City of Culture Ambassadors,’ we’re turning hospitality into a collective effort: a way to tell visitors that L’Aquila isn’t just a place to see, but a place to understand and experience, through the warmth of its community.”