Unique and exclusive proposals of the market, in the full philosophy of Ligucibario®, which in the protection and storytelling of typicality identifies its true enhancement, aim to engage the tourist in the authentic discovery of local daily life, traditions, crafts, flavors, craftsmanship. Culture and marketing connects to promote of "made in Liguria". Find below, as a meaningful and operative reading, the conversation between Umberto Curti (well-known food and wine blogger) and Giada Marabotto (owner of the tour operator Volver Viaggi - Tour Liguria). For years now, tourism has been strongly and consciously linked to the territory in which it is developed. We talk about experience-based tourism when tourists are fully involved in local culture and traditions. And so the discovery of a city or a country becomes authentic discovery of that reality that otherwise would remain only a beautiful postcard.