There comes a time when territories stop telling their stories in the past and begin planning for the future. This is what's happening in Piedmont, among the UNESCO World Heritage hills, where the wine-growing landscapes of Langhe, Roero and Monferrato they are preparing to experience a new season of protagonism.
Leading this phase is Mariano Rabino, A former member of parliament and now at the helm of tourism governance in an area that represents one of Italy's most recognized areas of excellence worldwide.
"From a difficulty to an opportunity, from a misfortune 40 years ago to a rebirth: Monferrato is exploding, there is a sensational effervescence that must be directed and accompanied”, says Mariano Rabino.
In recent years, the Langhe have consolidated a strong international position, becoming a model for wine tourism development. Today, however, the landscape is evolving. Alongside them, new areas are emerging with renewed vigor, focusing on integrated growth, capable of expanding and strengthening the overall offering. The idea is not competition, but complementarity. A coordinated system in which identities combine, generating value.
"The Langhe have gained popularity in recent years, now it is right that Roero and Monferrato integrate, in complementarity, the tourist and food and wine offerings”, Rabino emphasizes.
The result is a broader territorial platform, where winemaking excellence, widespread hospitality, landscape heritage, and cultural innovation converge in a single strategic narrative.
If wine represents the historical soul of these hills, art becomes their contemporary language. It is no coincidence that the Langhe, Monferrato, and Roero regions are preparing for a leading role in the Italian art scene of 2027, with a program dedicated tocontemporary art which promises to amplify the international attractiveness of the area. 
Here, winemaking meets culture in a dialogue that transcends the production dimension to become experience, narrative, and identity.
"We celebrate a wonderful moment: the intersection of oenology and art, wine and culture. In the coming months, Alba and the territory will be the capital of contemporary art in Italy in 2027", Rabino claims.
This move strengthens the entire district's premium positioning, capturing a progressive tourism trend focused on quality, sustainability, and a rich experience.
The tone is that of someone familiar with the challenges of politics and administration. The enthusiasm remains, but it is accompanied by a new maturity.
The vision is clear: “Supporting businesses, promoting local entrepreneurs, and fostering growth without losing their identity. This refers to a network of operators who invest in the area every day, transforming the hills into a laboratory for sustainable development. highlights Mariano Rabino..
The ultimate goal is not just to increase tourist flows, but to build a lasting model capable of generating widespread well-being. A system that places quality, culture, and landscape at its core, making Monferrato—along with the Langhe and Roero—not just a destination, but an Italian paradigm of territorial rebirth.