Sanremo, Italy – The 76th annual Sanremo Music Festival, Italy’s most-watched music competition, wasn’t just about the songs this year. Traditional craftsmanship from the Valsesia region also took a spotlight, thanks to a collaboration between the online magazine musicandthecity.it and the Union of Municipalities of Valsesia. The initiative aimed to promote the area’s artisanal products to a national audience during the five-day event, which concluded on February 28, 2026.
The festival, which saw Sal Da Vinci crowned the winner with his song “Per sempre sì,” earning him the right to represent Italy in the Eurovision Song Contest 2026, provided a unique platform to showcase the cultural heritage of Valsesia. musicandthecity.it, accredited to the press room and Teatro Ariston, brought a pair of traditional scapin valsesiani (Valsesian wooden shoes) and a puncetto – a local decorative item – to the Riviera. These items were featured in the press room and at the official photocall, blending music, journalism, and regional identity.
The presence of Valsesian crafts at Sanremo underscores a growing trend of integrating regional culture into major Italian events. The Union of Municipalities of Valsesia, led by President Francesco Pietrasanta, saw the festival as an opportunity to increase visibility for local artisans and promote tourism. The collaboration with musicandthecity.it, directed by Letizia Reynaud, proved instrumental in realizing this goal.
The initiative also extended to include contributions from other journalists covering the festival. Simone Cerri, a collaborator with Notizia Oggi, was accredited to the press room through musicandthecity.it and shared his experience of the event. “It’s my second year as a journalist at Sanremo,” Cerri stated. “It’s a great emotion because you breathe the unique atmosphere of the temple of Italian song. I thank Letizia Reynaud who gave me this opportunity allowing me to be accredited for musicandthecity.it. Music is a passion that unites us all. The winner? In a sense, I was rooting for him, with great passion and involvement, Sal Da Vinci proved to be a star not with a particularly engaging song but with a song that touched the emotional chords of the public.”
The Sanremo Music Festival 2026, held between February 24th and 28th at the Teatro Ariston in Sanremo, continues to be a significant cultural event in Italy. As detailed on Wikipedia, the festival draws massive viewership and serves as a launchpad for Italian musical talent.
The inclusion of Valsesian craftsmanship highlights the festival’s evolving role in promoting not only music but also the diverse cultural landscape of Italy. The initiative demonstrates a successful model for regional promotion, leveraging the festival’s reach to connect local artisans with a wider audience. The combination of traditional artistry and contemporary entertainment proved to be a compelling draw for media attention and public interest.
The success of this collaboration raises the possibility of similar initiatives in future editions of the Sanremo Music Festival, potentially showcasing a wider range of Italian regional crafts and traditions. The festival’s organizers and regional partners will likely assess the impact of this year’s initiative to inform future strategies for cultural promotion.
As the dust settles on the 76th Sanremo Music Festival, the story of Valsesian craftsmanship serves as a reminder of the rich cultural tapestry that defines Italy. The event’s ability to blend music, journalism, and regional identity offers a promising model for future collaborations and a continued celebration of Italian heritage.
What other regional Italian crafts might find a platform at future Sanremo festivals? Share your thoughts in the comments below, and don’t forget to share this story with your network!
