{"id":12755,"date":"2026-09-10T12:00:49","date_gmt":"2026-09-10T10:00:49","guid":{"rendered":"https:\/\/www.euthaliafragrances.com\/?p=12755"},"modified":"2026-10-19T18:47:49","modified_gmt":"2026-10-19T16:47:49","slug":"genova-profumata-2026-presentation","status":"publish","type":"post","link":"https:\/\/www.euthaliafragrances.com\/en\/genova-profumata-2026-presentation\/","title":{"rendered":"Genova Profumata 2026 presentation: what was said at the Chamber of Commerce"},"content":{"rendered":"\n

On Wednesday 9 September, the Genova Profumata 2026 presentation took place in the Galleria Dorata of Palazzo Tobia Pallavicino, home of the Genoa Chamber of Commerce. The speakers were Mayor Silvia Salis<\/a>, Tiziana Beghin, the city councillor for Commerce and Tourism, Claudia Morich on behalf of the Liguria Region, Chamber of Commerce president Luigi Attanasio, and Martino Gavazzi, CEO of Euthalia Fragrances. By the next morning, the diffusers were already running.<\/h3>\n\n\n\n

genova profumata 2026 presentation<\/p>\n\n\n\n

What has changed since 2019<\/strong><\/h2>\n\n\n\n

Compared with 2019, the Genova Profumata 2026 presentation put very different numbers on the table. The first edition covered about two kilometres and over 200 businesses; this year the route runs continuously for five kilometres, across 270,000 square metres of city, with more than 300 businesses and 300 diffusers, from 10 September to 18 October.<\/p>\n\n\n\n

It starts in Via Garibaldi and ends in Piazza Sarzano, taking in Via San Lorenzo, Via Luccoli, Galleria Mazzini, Via XX Settembre and Via Ravecca. Along the way it passes Palazzo Tursi, Palazzo Ducale, Palazzo Rosso, Palazzo Bianco and Palazzo della Meridiana.\u00a0We’ve covered the route street by street\u00a0in a separate article<\/a>.<\/p>\n\n\n\n

The timing is deliberate. 2026 marks twenty years since the Palazzi dei Rolli were added to the UNESCO World Heritage list. The project was conceived by Euthalia under the patronage of the Liguria Region and the City of Genoa, with the support and patronage of the Chamber of Commerce, in collaboration with the Associazione Amici di Palazzo della Meridiana, and with the participation of Confcommercio and Confesercenti.<\/p>\n\n\n\n

Silvia Salis: the old town and the people who keep it alive<\/strong><\/h2>\n\n\n\n

The mayor tied the initiative to the protection of the historic centre and made a specific point about shopkeepers. In her view, their businesses are part of Genoa’s identity and help build and protect the city’s image.<\/p>\n\n\n\n

She then linked the project to the Rolli anniversary, describing it as a new way to talk about the city’s heritage: one that makes first-time visitors curious and gives locals a reason to look again at streets they walk every day. The administration’s goal, she said, is for the beauty of the old town to become an open invitation to come in, slow down and give the city some time.<\/p>\n\n\n\n

Of everything said at the Genova Profumata 2026 presentation, that was the closest to what we set out to do back in 2019.<\/p>\n\n\n\n

Commerce and tourism: Beghin and Morich<\/strong><\/h2>\n\n\n\n

Tiziana Beghin focused on the economy. Local retail and tourism, she argued, now depend on the quality of the urban experience as much as on physical space, and place marketing has to engage every sense. Extending the route to five kilometres, in her reading, supports neighbourhood businesses with an unconventional international draw.<\/p>\n\n\n\n

Claudia Morich recalled that the Liguria Region has backed the project from the start, and that Genova Profumata got there before olfactory tourism became something people talked about. Her reasoning was practical: a sensory experience leaves memories, memories bring people back, and the economic return reaches businesses, services and the people who live here all year. She closed by inviting residents and visitors alike to get involved.<\/p>\n\n\n\n

Luigi Attanasio: not the same city as in 2019<\/strong><\/h2>\n\n\n\n

The Chamber of Commerce president was the most direct about context. Seven years after the debut, he said, Genoa is a different city. The pandemic brought proximity, a slower pace and human-scale experiences back to the centre. That is why the Chamber asked for a wider perimeter and more local business associations to be involved, and got both.<\/p>\n\n\n\n

Attanasio again named the Genoa International Boat Show as the event that drives the initiative, as it did in 2019, adding that this year the story also runs alongside the Rolli Days. The link with the Boat Show has a name in our collection too: the Salone Nautico reed diffuser.<\/p>\n\n\n\n

Martino Gavazzi and Euthalia’s view<\/strong><\/h2>\n\n\n\n

Our CEO went back to the original idea: building a new connection between urban identity, territory and scent, and using smell as a way to read the city. The 2019 edition, he said, proved the project worked, and Genoa remains the first and only city in the world to have staged a city-wide scent experience on this scale.<\/p>\n\n\n\n

Bringing it back bigger means connecting heritage, commerce and hospitality. For Euthalia, it is also a way of giving something back to the city where we started. If you’re curious about how we develop a fragrance, from first idea to finished bottle,\u00a0we explain the process here<\/a>. <\/p>\n\n\n\n

The scent of the city<\/strong><\/h2>\n\n\n\n

At the heart of it all is the Genova Exclusive City Fragrance, built on Ligurian botanicals. Top notes of basil, mint, eucalyptus, orange and bergamot; a heart of rosemary, lavender, coriander, pine and clove; a base of thyme, marjoram, sage and jasmine. If top, heart and base notes are new to you,\u00a0our guide to the olfactory pyramid<\/a>\u00a0covers the basics.<\/p>\n\n\n\n

If you’d like to take it home after the walk, there’s the\u00a0Genova reed diffuser<\/a>, or the\u00a0Genova room spray<\/a>\u00a0for quicker, targeted use.<\/p>\n\n\n\n

Until 18 October<\/strong><\/h2>\n\n\n\n

After the Genova Profumata 2026 presentation, it’s over to the city. The route runs until 18 October, it’s on foot and you can join it anywhere. No tickets, no booking: just take Via Garibaldi or Piazza Soziglia a little slower than usual.<\/p>\n","protected":false},"excerpt":{"rendered":"

Genova Profumata 2026 presentation: Mayor Silvia Salis and local institutions on the new edition, its numbers and the 5 km scented route.<\/p>\n","protected":false},"author":9,"featured_media":12753,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-12755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts\/12755","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/comments?post=12755"}],"version-history":[{"count":2,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts\/12755\/revisions"}],"predecessor-version":[{"id":12758,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/posts\/12755\/revisions\/12758"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/media\/12753"}],"wp:attachment":[{"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/media?parent=12755"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/categories?post=12755"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.euthaliafragrances.com\/en\/wp-json\/wp\/v2\/tags?post=12755"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}