The press conference presenting the “Magna Graecia Coast to Coast” project was held today at the Museo del Mare. The initiative is a strategic project that connects the ports of Taranto, Reggio Calabria and Agropoli, with the aim of building an integrated model for cruise tourism development based on cooperation, territorial identity and quality of experience.
The project stems from a shared desire to move beyond a fragmented vision of individual ports, proposing instead a system-based approach capable of strengthening the attractiveness of the Magna Graecia area within the Mediterranean context. Particular attention is given to the premium and luxury segments, as well as to a more balanced and sustainable management of tourist flows.
During the meeting, the contents of the Memorandum of Understanding signed by the Port Network Authority of the Ionian Sea, the Port Network Authority of the Strait of Messina and Salerno Cruises were presented. The agreement identifies cooperation between ports and territories as a strategic tool for developing coherent, recognisable and competitive itineraries on international markets.
As early as 2024, the Port Network Authority of the Ionian Sea and the Port Network Authority of the Strait of Messina had already launched a collaboration aimed at the joint enhancement of cruise activities in the ports of Taranto, Messina, Reggio Calabria and Milazzo. Given the success of the initiative and the growing interest shown by cruise lines – particularly in the luxury segment – the Authorities set the objective of continuing and expanding the collaboration by including another “boutique” cruise port: Agropoli, managed by Salerno Cruises. The company boasts over 15 years of experience in the cruise sector and in the integrated management of cruise-dedicated port services, as well as a well-established network of relations with major international cruise operators.
The ports of Reggio Calabria, Agropoli and Taranto represent emerging destinations on the cruise market, offering significant potential to be explored within a true network-based project. The initiative aims to generate positive impacts on the involved territories through the creation of a coast-to-coast itinerary, promoting a sustainable travel concept that respects the balance between tourism and local communities. It introduces new pathways for enhancing cultural roots in destinations far from overtourism yet rich in cultural identity, united by the common thread of Magna Graecia.
The collaboration between the Port Authorities and Salerno Cruises combines institutional coordination with innovation and market orientation, standing as a virtuous example of public–private partnership, in line with recent governmental policies promoting strategic integration between the two sectors. Campania, Calabria and Apulia come together along a route that transforms cruising into a profound cultural experience. By uniting three ports and three regional identities into a single, recognisable itinerary, “Magna Graecia Coast to Coast” offers a continuous journey through UNESCO heritage sites, archaeology and nature, where each port of call becomes a chapter in a millennia-old and sustainable story.
The project primarily targets the international cruise tourism market, especially the premium, luxury, yacht-style and expedition segments, for which access to authentic and uncongested destinations is a key priority. International market positioning will be supported by a dedicated promotional plan, including multimedia communication tools and events aimed at specialised media and cruise industry executives. The next milestone will be the presentation of “Magna Graecia Coast to Coast” in Miami on 12 April, just before the start of Seatrade Cruise Global, the annual event bringing together executives and key players from across the global cruise industry.
“Today we have laid the foundations for a fruitful collaborative path for the Ionian territory and beyond,” stated Giovanni Gugliotti, President of the Port Network Authority of the Ionian Sea. “The ‘Magna Graecia Coast to Coast’ project is not merely a cruise traffic promotion initiative, but an innovative model of public–private cooperation, capable of activating unprecedented synergies between operators and public administrations. It represents a shared action aimed at achieving common objectives of sustainable growth, with a strong focus on tourism and cultural enhancement. The still largely unexplored tourism potential of the Ionian territory is thus placed at the heart of a strategy designed to fully express its value, for the benefit of the entire community. Within this framework, the Port Network Authority of the Ionian Sea confirms its role as a promoter of virtuous processes for the diversification of port-related and local economic activities, identified as a strategic objective of the Authority”.
“Our task as a Port Authority is to increase traffic in our ports for the benefit not only of port operators, but also of the countless assets that can be accessed through them. We strongly feel the responsibility to enhance the uniqueness of the millennia-old culture shared by our three regions,” underlined Francesco Rizzo, President of the Port Network Authority of the Strait of Messina. “Our project will promote this largely unknown beauty to international cruise lines and will demonstrate that Southern Italy is a destination united by intense, high-quality experiences that can become significant opportunities for economic development in the territories”.
“‘Magna Graecia Coast to Coast’ represents a paradigm shift: no longer ports competing with each other, but ports collaborating to build shared value,” stated Giuseppe Amoruso, President of Salerno Cruises.“Our goal is to focus on the quality of the offer, the identity of destinations and the ability to deliver a structured, credible and long-lasting cruise product”.
During the conference, the central role of the territory as an integral part of the cruise product clearly emerged: not only infrastructure, but also cities, culture, landscapes and local communities become strategic elements of the offer. Within this context, Agropoli was highlighted as an example of a port-destination capable of combining human scale, authenticity and growth potential.
The press conference, moderated by the press officer of the Municipality of Agropoli, saw strong participation from institutions, operators and media, confirming the interest in a project that aims to become a replicable model of governance and development for other areas of Southern Italy.
“Magna Graecia Coast to Coast” now stands as an open platform, set to evolve over time through new partnerships, joint promotional actions and structured dialogue with cruise companies, with the goal of transforming the route into economic, cultural and social value for the territories involved.
