Trieste city of coffee: the regional video that celebrates the shared values of a millenary tradition

Trieste is a tourist city that has always welcomed its visitors with excellent coffee to be tasted in its bars, in the evocative historic cafés and in the numerous roasteries present. A strong link that was celebrated by PromoTurismoFVG with the creation of a video to narrate the indissoluble link between the black elixir with this splendid border area and its people, shaping its customs and traditions since ancient times. A particular relationship that all Trieste feel and experience as a moment to dedicate to themselves, a moment of indispensable pleasure, an invaluable value that represents them and unites different cultures.

Coffee is the narrative voice in the storytelling of the video and, scrolling through the wonderful views of the city, it tells its bond with Trieste that has lasted for hundreds of years. The different ways of ordering a drink, the historic places and a widespread culture of the ritual of a tasteful break in the images of the video made by PromoTurismoFVG which also promotes some of the most exciting views of the capital of Friuli Venezia Giulia “I was born here, where the wisdom of distant traditions intertwine and the old meets the new. I owe a lot to this land because it has understood the best of my essence (…)”, the protagonist reveals himself amidst views of the wonderful Trieste coast and historic cafés.

Not just an energizing and heart-warming drink, coffee is much more, it is a symbol of Made in Italy and of the Italian lifestyle; it means value, culture, sharing and tradition. As can be seen from the video and as the narrator tells us, Trieste is in fact internationally recognized as the historic capital of espresso coffee. This recognition was won with effort and passion, in three centuries of coffee tradition carried out by an entire sector of the supply chain present in the city, always ready to innovate but lovingly preserving the ancient traditions.

Walking through the narrow streets and among the elegant historic cafes, it is very easy, even for a distracted tourist, to pleasantly come across the local coffee culture, in talks about the quality of the espresso served in the bars, but it is also possible to meet curious characters who, technicians of the matter, they professionally taste, analyze and make the blends. Trieste boasts an invaluable tradition which currently translates into a thriving coffee business. But it’s not just a question of data, but of culture, of city experience: the aroma of coffee can be breathed in the air, transported by the Bora. The culture of coffee really has distant roots, many opportunities for tourists who after a visit remember the city with pleasure thanks to the long tradition of Trieste coffee.

Trieste is in fact a city that has so much to offer and tourists have noticed this for some time. The increase in flows is constantly growing and the experiential aspect of the local cultural heritage is of particular interest: among these, the culture of Trieste coffee with its unmistakable “special coffees” is inevitable. “The city of Trieste has had a very close relationship with this drink for centuries – says Franco Bazzara, President of the homonymous Trieste roasting company -. This is why the Italians, and the people of Trieste in particular, are holders of a heritage that must be valued as a collective good”.

Bazzara, which has always supported the “network” between people and institutions, together with the Friuli Venezia Giulia Region has promoted Trieste as a “City of Coffee” also in support of the candidacy of the “Rite of Espresso Coffee” as intangible heritage of humanity for UNESCO. Companies and institutions do their part, which is why even today it is possible to support the candidacy with a simple signature through this link, a signature that also means promoting and supporting this wonderful city. “It is an opportunity that we cannot afford to miss – continues Franco Bazzara – and Trieste, the capital of coffee, will do its part because our city, this territory, is a scientific pole, it is sea, it is Barcolana, but it is also coffee . And coffee will contribute to the future development of the city, to its growth, without forgetting that coffee also contributes to the growth of tourism”.

“I always think that if tourism equals relaxation, or conviviality, or everyday life, then coffee always fits. I am sure that tourists recognize the cappuccino espresso as one of the symbols of the Bel Paese, and therefore look for it, to enjoy its benefits, and we know that if it is made to perfection with a quality blend… it is a small great moment of joy” concludes Franco Bazzara.