Tourism as an Artistic Act: Awakening Territories and Consciences Michelangelo Pistoletto in conversation with Paolo Naldini

Tourism, often viewed as a consumption activity, can become something more: an opportunity for growth and transformation. An example of this approach is Cittadellarte Fondazione Pistoletto, a place where art intertwines with social change, promoting culture and civic participation. In this context, the Cultural Thermal Baths project represents an innovative model of hospitality that goes beyond a simple stay: here, the traveler is part of an artistic, spiritual, and civic process. The aim is to demonstrate that tourism can be a form of self-care, an opportunity for reflection and awareness. When business meets art, travel becomes a transformative experience that goes beyond mere physical movement and fosters inner growth. Ultimately, the true journey today is the one that takes us within ourselves, towards a greater awareness of ourselves and the world. The invitation is therefore to create together a new way of traveling, where art not only enriches but becomes an engine of profound and lasting social change.