From Palermo to Ragusa from Messina to Marsala following Ulysses' manifesto of Sicily
The Association founded in 2002 with 52 members relaunches on authentic, sustainable and quality hospitality, where culture, food and wine, tradition and humanity coexist
What does travelling mean today? And what must those working in the world of hospitality have in mind? The traveller has changed, as has the tourism industry, which today uses different watchwords: welcome, harmony, well-being, discovery. We are experiencing two opposite poles: on the one hand the flattening of the experience in contexts equal to themselves at every latitude, on the other the rediscovery of 'travel' as a path to authentic knowledge. In between there is a bit of everything.
A poster to capture a territory
It is precisely the knowledge of the unspoilt peculiarities of the Sicilian territory with all its immense historical, cultural, anthropological and natural heritage that is the invitation that Sicily of Ulysses, the association that brings together the best of the island's hospitality, is addressing to visitors. Since 2002, when it took its first steps, it has been promoting the good and the beautiful of the island, so that travellers can experience their own Grand Tour of Taste in Sicily. Today, the Association has 52 members, of which 36 are restaurants and historical patisseries and 16 charming hotels, as well as 21 partner wineries (including Benanti, Cusumano, Donnafugata, Feudo Maccari, Palmento Costanzo, Planeta, Tasca d'Almerita) for a total number of 1,500 employees and an estimated generated turnover of 180 million euros.
"Sicily is not just a place, but a way of being, of welcoming, of building the future," recalled Tony Lo Coco, president of the association at the recent Gensy 2025 congress, held in Palermo, where the association's commitment was relaunched, namely to spread a model of authentic, sustainable and quality hospitality, where culture, food and wine, tradition and humanity coexist to build a future of well-being. In essence, man must return to the centre and the travel experience must start from respect for the territory that welcomes you: it is on this that Ulysses' Sicily relaunches its 'manifesto on human and sustainable hospitality' that redefines the contemporary meaning of wellbeing, hospitality and travel and focuses on the authentic experience.
Experiential tourism
Laura Anello, president of the Le Vie dei Tesori Foundation, turned her gaze back to Sicily: 'Places are repositories of collective memory. Today our Foundation has over 500 sites across the island. Often it is the citizens themselves who propose them: it is the community that guides us. Experiential tourism is born precisely from this exchange'.
Because if the experience can become an intimate and personal story through what Maurizio Adamo calls emotional photography: "Walking, observing, listening. Travel is awareness, it is asking ourselves why we are moved by what moves us"; on the other hand, those who host "must listen to the places and respect their identity," emphasises architect Viviana Haddad, "and have an ethical role, capable of contributing to the recovery and rebirth of the territory. And again, "Quality is the basis, but hospitality is measured in gestures," emphasised entrepreneur Marcello Mangia, "you may forget the room you slept in, but not a polite conversation. You certainly don't forget the foods and wines you have encountered that tell you more about the territory you are in than anything else. Whether you rely on the advice of your host or the guidance of critics you trust (increasingly often online) for your choice. Wine and food walk together, encourage meeting and sharing. "Travelling while sitting at the table to feel part of the territory," is the suggestion of Luca Caruso, patron of the Signum Hotel in Salina and producer of the Eolia winery, "technicalities drive one away, curiosity and empathy bring one closer and create the conviviality that enriches the experience.
