Marsala – Unusual Marsala 2026

Insolito Marsala 2026: from September 30th to October 4th, five days of wine, food, hospitality, and new ideas to discover western Sicily

From September 30 to October 4, 2026, Insolito Marsala returns, a project dedicated to the world of wine, Ho.Re.Ca., hospitality, and innovation. For its third edition, it expands its scope from the city of Marsala to western Sicily. Wineries, salt pans, restaurants, accommodations, cities and landscapes thus become part of a journey that combines training, tasting, discovery of the territory and relationships.

Insolito Marsala was founded with the goal of creating opportunities for businesses, professionals, students, institutions, creators, and the public to come together, bringing local expertise into dialogue with national and international perspectives. It is neither a trade show nor a traditional wine festival, but rather a widespread experience that uses wine and hospitality as a starting point to tell the story of a region in a contemporary way.

The 2026 edition therefore marks a significant evolution of the project: Marsala remains the starting point, but the event sets out on a journey, passing through new destinations in western Sicily and offering a different way to explore and experience the region through wine, cuisine, hospitality, and innovation

Program

The project revolves around three areas: Wine, Ho.Re.Ca., and Hospitality 3.0.

• The wine-focused component includes tastings, winery tours, themed itineraries, and opportunities to meet producers and explore the regions of western Sicily. Wine thus becomes a means of discovering stories, people, products, and new forms of wine tourism.
• The Ho.Re.Ca. sector, on the other hand, involves restaurants, bars, cafes, wineries, hotels, and other hospitality businesses through training, meetings, masterclasses, and opportunities for discussion tailored to those who work daily with the public and in customer service. The program covers everything from wine to coffee, from dining room service to communication and new tools for the hospitality industry.
• With “Hospitality 3.0,” Insolito Marsala focuses instead on the evolution of tourism and hospitality, addressing topics such as artificial intelligence, digital content, immersive experiences, hospitality tech, and destination storytelling through talks, case studies, and meetings with Italian and international guests.

The day is structured to alternate between different activities: the morning is dedicated to professional discussions and training, the afternoon to experiences centered on wine, food, and the landscape, while the evening takes on a more convivial atmosphere, featuring dinners, DJ sets, music, mixology, and opportunities to socialize.

Among the training programs offered is the Insolito Academy, which focuses on professional development in the areas of wine, hospitality, food and wine tourism, communication, artificial intelligence, storytelling, and new experiential models.

The schedule is being updated on the official website

Information Summary

• Dates: September 30 – October 4, 2026
• Locations: Marsala and other locations in western Sicily
• Official Website: https://insolitomarsala.com/