Massari Travel is very proud to have officially launched the Sicilian leg of its prestigious Ambassador Project, this time spotlighting the picturesque town of Savoca.
Known globally as a filming location for Francis Ford Coppola’s The Godfather, Savoca will now take centre stage as a high-end travel destination, offering visitors a blend of cinematic history, cultural richness and luxury experiences.
The Ambassador Project is a special initiative by Massari Travel, which aims to promote under-the-radar Italian villages by curating unique, bespoke travel experiences for a discerning clientele. Following the project’s successful launches in Tuscany, focusing on the medieval town of Lucignano, and in Umbria with the ancient city of Gubbio, the focus now shifts to Sicily. Each destination in the Ambassador Project is carefully selected for its authentic charm and potential to offer luxury travellers an experience rooted in local culture, history, and tradition
Savoca is the perfect embodiment of this vision. Known for its winding streets, historic Bar Vitelli, and the ancient Church of San Nicolò, it offers visitors a rare opportunity to explore a side of authentic Sicily. The town’s connection to The Godfather has long attracted movie enthusiasts, but Massari Travel’s initiative aims to reimagine it as a luxury retreat where travellers can slow down, savour local flavours, and immerse themselves in Sicilian culture
Massari Travel’s strategy with the Ambassador Project focuses on sustainable luxury tourism, where experiences are tailored to foster a deep connection with the local environment and communities. As part of this initiative, the company works closely with local businesses and artisans to create immersive, personalized experiences. From savouring traditional granita prepared with methods dating back centuries to exploring the surrounding hills and ancient architecture, visitors can expect to dive deep into the authentic lifestyle of Savoca.
With the growing demand for more sustainable, authentic luxury travel, Savoca’s inclusion in the Ambassador Project reflects the evolving preferences of high-end tourists. As Sabrina Anna Massari, CEO of Massari Travel, explains, “Today’s luxury travellers are not just seeking exclusive destinations; they are looking for meaningful experiences, where they can connect with local culture and history.” This concept of experiential luxury is central to the Ambassador Project and has been successfully implemented in previous destinations like Lucignano and Gubbio, where tourists have been able to engage with local traditions like the Palio dei Ceri, the spectacular Palio run by men on May the 15 every year.
The launch of the Savoca phase also marks an important milestone for the tourism industry in Sicily, where lesser-known destinations are being promoted as luxury alternatives to popular hotspots like Taormina and Palermo. According to recent reports from local media outlets, the aim is to attract a sophisticated global audience who seek exclusivity and authenticity in their travels.
By collaborating with the town hall authorities of Savoca and local entrepreneurs, Massari Travel is positioning the village as a destination for those who desire more than just sightseeing, looking for transformative travel experiences.
We are happy to say that the Ambassador Project will continue to evolve since true luxury today is about time: time to explore, time to connect, and time to experience life as locals do and we are thrilled to bring this philosophy of travel in Savoca, a place where history, culture, and nature meet in perfect harmony.
