MILAN (ITALPRESS) – A collaboration between Alpitour World and 24 ORE Cultura is kicking off, which will see the first Italian tourism group with Turisanda1924, the industry’s longest-running brand that has been accompanying travelers to discover distant worlds and cultures for more than 100 years, support a number of important projects carried out at Mudec (Museum of Cultures in Milan).
The two-year agreement comes at a significant time for Mudec, which is dedicating its 10-year anniversary year to travel, offering the public a rich schedule of exhibitions and events that aim to explore the theme in all its declinations, from its physical to its inner dimensions to its more imaginative, dreamlike and extrasensory ones.
An anniversary that goes hand in hand with that of Turisanda1924, a Brand born in a Milanese aristocratic salon from the intuition of Count Ferretti, which has recently celebrated a century of history and discoveries, establishing itself as a symbol of a conscious, authentic and exclusive tourism, dedicated to those who share a travel philosophy that is an expression of exploration and connection, both with the territory and with themselves.
“Travel, just like culture, represents an act of openness, exploration and growth,” – says Pier Ezhaya, General Manager Tour Operating Alpitour World – “It is natural for Alpitour World to support important cultural institutions present in the territories where our offices are located, selecting them on the basis of consistency with our mission and values. For each project, we identify the Group Brand most suitable to be the protagonist and the communication vehicle of the various activities. In this context, the choice to collaborate with 24 ORE Cultura and the Mudec in Milan together with Turisanda1924 and the launch in 2023 of the four-year collaboration with the Egyptian Museum in Turin with Francorosso are significant examples of our commitment to become an increasingly responsible and attentive patron of society.”
A communion of intentions and values that has given rise to a close collaboration, the first event of which will be the launch of the exhibitions “From Muralism to Street Art. MUDEC Invasion,” of which Alpitour World together with Turisanda1924 is Sponsor, and “Travelogue. Stories of Travel, Migration and Diasporas,” both dedicated to the world of travel. The former, which can be visited from March 20 until June 29, 2025, will present site-specific works created directly on the walls of the exhibition space by some of the most important national and international artists of the contemporary scene who, as modern explorers of time and space, will offer a unique and immersive experience.
The second exhibition, open to the public free of charge from March 20 to September 21, 2025, aims to explore the theme of travel across different cultures and disciplines, enhancing Mudec’s collections, the result of a historical intertwining with the city of Milan, and inviting a new understanding of tourism. Alpitour World and Turisanda1924 will, in addition, be partners in five meetings, free and open to the public, as part of the rich schedule that from March to June will accompany and explore in depth the central topics of “Travelogue. Stories of travel, migration and diasporas” through the organization of conferences, talks, performances and shows that will see the participation of special guests and the collaboration of city cultural realities and institutions.
In particular, the first of these appointments will focus on the evolution of the concept of the traveler over the past hundred years, from when exploration was synonymous with discovery to the present day, and will see the involvement of Turisanda1924 in telling the story of how the Brand has been able to adapt to the changes in the industry and the new desires of travelers. In the following meetings, different facets of travel will be addressed: how history and literature teach the need to go far to discover oneself will be discussed, and the “Travelogue – I Film” review will be promoted, which will present two films about travel and migration from which food for thought will arise, and the International Poetry Festival, focusing on travel as an experience of personal transformation and an inner journey.
The last talk, however, will be dedicated to exploring the link between travel and fashion, understood as two aesthetic experiences that have evolved over time. The collaboration will also develop during the first year by supporting another temporary exhibition, which can be visited in the fall, and promoting a series of collateral activities, aimed at building bridges between cultures and people, inspiring new ways of discovering and understanding the world.
These will include a multimedia installation, the Dream Box, which will be in the Mudec lobby from April to June, inviting visitors to record an audio track to tell their idea of travel, physical or emotional, with the aim of collecting useful testimonials and offering participants the chance to take part in the drawing for an exclusive tour signed Turisanda1924 to discover Mexico. This will be complemented by numerous initiatives to promote inclusion, access to tours and training.
Alpitour World and Turisanda1924, in fact, will provide 1,000 free admissions for an Open Day aimed at spreading the values of culture, art and travel and will promote educational workshops for families, together with the Museum’s scientific and educational team, with a number of appointments throughout the year for each of the supported exhibitions. Tommaso Bertini, Chief Corporate & Tour Operating Marketing Officer Alpitour World, comments, “With this new collaboration we want to make a further contribution to the enhancement of leisure as personal enrichment, the recognition of travel as a vehicle of culture, and the importance of curiosity and discovery. Shared by the same objectives, Alpitour World is committed to promoting the cultural riches housed by Mudec and to giving life to numerous projects that will be part of this agreement, in a virtuous interweaving with the territory and, in particular, with the city of Milan, which hosts one of our locations.”
Federico Silvestri, CEO 24 ORE Cultura, comments, “For 24 ORE Cultura, the collaboration with partners of excellence such as Alpitour World and Turisanda1924 represents a further step in sharing the commitment to enhance and spread culture and art, essential pillars for the growth and development of our society. An ambitious project, made possible thanks to the support of those patrons who believe in culture as an authentic engine of progress.”
-Photo Alpitour World press office-.
(ITALPRESS).
