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GUBITOSI: “EXTRAORDINARY RESULTS ACHIEVED WITH TENACITY AND A SENSE OF RESPONSIBILITY. I STEP DOWN AS ARTISTIC DIRECTOR WITH THESE MAJOR MILESTONES REACHED”
These results emerge from the survey carried out in September 2025 by the Osservatorio Impresa Cultura Italia – Confcommercio – SWG and presented in Rome on 11 December.
The study offers an in‑depth snapshot of the cultural habits and preferences of the Italian population, based on a representative sample of citizens aged 18 and over, including over‑65s.
The findings highlight an unequivocal fact: Giffoni is consolidating its role as one of the most solid reference points within the Italian cultural system, despite the survey not including one of its key targets, namely young people between 13 and 18 years of age.
Within the list of national festivals submitted to respondents, Giffoni stands out, among 18 selected events, as the only initiative based in Campania and ranks third in terms of awareness, immediately after the Venice International Film Festival and the Venice Biennale.
This confirms how, over its 56‑year history, the festival has become an excellence of Italian creativity recognised internationally, demonstrating how the Campania region has been able to generate innovative cultural models with a strong social impact.
Over 61 percent of respondents state that they know Giffoni, compared to 67 percent awareness for the Venice Biennale and the Venice Film Festival.
Respondents also declare that they have followed Giffoni over the years with particular attention, a result that testifies to a deep and widespread presence, capable of overcoming geographical, generational and social boundaries.
The research further confirms that awareness of the festival and of its activities throughout the year is broad and consistent across all macro‑areas of the country and among all age groups, from the youngest adults to over‑55s.
It portrays an organisation that has managed to transcend its local origins to become a shared national asset.
However, the quantitative dimension is not the only relevant aspect.
When Italians are asked which festivals best represent national identity and culture, Giffoni ranks among the top six.
This means it is perceived as a symbol of creativity, participation and attraction for new generations.
The survey once again certifies the value of a reality that goes beyond the strictly cinematographic dimension and fits into the broader scenario of today’s cultural consumption and needs.
At a time when Italians are showing a renewed interest in festivals, live events and cultural initiatives, Giffoni confirms its role as a stable, recognised and appreciated point of reference, an integral part of that “cultural basket” which tells the story of who we are.
Giffoni, born as a dream dedicated to young people, continues to grow together with the country, increasingly becoming a symbolic place of Italian cultural identity.
“The constant, ongoing work, the more than 500 activities we deliver every year in Italy and abroad, the passion and attention devoted to the generations that have experienced this journey through our historic festival are at the heart of this national survey on cultural consumption, which undoubtedly rewards our work, makes us proud and fills us with joy,” says founder Claudio Gubitosi.
“This is our end‑of‑year overview: over 600,000 people have taken part in Giffoni’s activities; millions of Italians have followed the event through programmes and news coverage, with high audience shares especially on Mediaset channels (Canale 5, Italia 1, Rete 4, Tgcom24).
We have also recorded excellent results on Sky Cinema, Sky Sport, Rai and other local and national networks.
To date, the OTS (opportunity to see) has reached the record figure of 1.5 billion potential contacts, a result that confirms Giffoni’s extraordinary ability to generate visibility, attention and interest on a global scale.
From January to today, we have been present in almost all Italian regions with major initiatives and projects, especially dedicated to students and schools, in particular in Lombardy, Lazio, Liguria, Veneto, Emilia‑Romagna, Tuscany, Marche, Sardinia, Basilicata, Puglia, Calabria and Campania.
Our international presence has been just as significant: we have implemented initiatives and programmes in over 25 countries, including Azerbaijan, Qatar, Spain, Croatia, Japan, India, North Macedonia, Greece, Germany, France and Belgium.
And we are ready to set off again with new stages in Ethiopia, in Addis Ababa, and in Canada, in Toronto.
We are also one of the very few European festivals that also operate as cinema exhibitors, playing a particularly important cultural role in our territory.
With the 2025 cinema season and the activities proposed throughout the year with our “Giffoni in a Day”, we will reach around 35,000 tickets sold.
Our social media channels continue to grow with extraordinary numbers: more than 80 million total views.
We have always been fully aware of our strong power of attraction within our region and at national level, with a team ready to take on every challenge and innovation, constantly working on project models that are in tune with the evolution of our society.
Never standard, never repetitive, never organisers of an event that ends with itself.
All this has been possible thanks to many sacrifices.
From the well‑known contents to the most important leap forward: making Giffoni a place capable of hosting unique structures such as the Cittadella del Cinema and the Multimedia Valley.
The Mayor of Giffoni Valle Piana, Antonio Giuliano, has confirmed to me that the Municipality is ready to complete the Arena Grandi Eventi with funding of 7 million euro, which will hold over 5,000 people, and the Museo Testimoni del Tempo with funding of 4.3 million euro, which will include another 600‑seat theatre in addition to exhibition spaces.
A virtuous example of a South that tackles seemingly impossible challenges.
This is the end‑of‑year legacy that I leave to the team and to the Giffoni Experience Foundation – La Valle delle Culture, which will become operational in the first quarter of 2026.
As is well known, from 1 January I will no longer be the Artistic Director of Giffoni, but I will continue my work in other strategic and relational areas.
These results are the outcome of a collective endeavour built over 56 years together with extraordinary people: our team, which brings talent, dedication and passion to the table every single day; the Campania Region, the Ministry of Culture and the many ministries with which we have designed and delivered valuable projects; the Municipality of Giffoni Valle Piana, which has always been a fundamental pillar of our journey; national and international institutions; Italian and foreign partners; all media outlets, from press agencies to TV broadcasters, from radio to print; national and international production and distribution companies; private companies and sponsors; public and private bodies; supporters who have never stopped believing in our mission; volunteers, families and communities that have been at our side for more than half a century; the friends who over the years have sat on our Boards of Directors, contributing vision, responsibility and commitment; the many Italian and international talents and the leading figures from the worlds of culture and cinema.
I have had the privilege of living this experience together with millions and millions of Giffoners from every corner of the world, and it is to them that I have dedicated my entire life.
To all of them goes my deepest gratitude: without this network of energies, Giffoni would not be what it is today.
It is thanks to all of you that this dream continues to grow, to inspire and to powerfully represent the cultural identity of Italy.”