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There is a new way of travelling that is redefining the very concept of a holiday. People no longer set off simply to see, but to feel, to slow down, to transform themselves. It is holistic wellbeing tourism, a global trend that intertwines health, mindfulness and the search for balance, and which finds one of its most authentic expressions in the hills of Langhe, Monferrato and Roero.
Here, amongst UNESCO-listed hills, neat vineyards and villages frozen in time, the journey becomes a profound experience: a return to one’s true self.
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Vinum: spring celebrates wine
One of the highlights of spring, Vinum is among the region’s most eagerly awaited events. Every year, between April and May, the historic centre of Alba is transformed into Italy’s largest open-air wine shop, with tasting experiences spread across the city’s squares, courtyards and picturesque streets.
Here, wine is much more than something to taste—it’s a celebration of culture. Visitors can sample more than 500 labels, meet local winemakers and sommeliers, take part in themed workshops and cooking classes, enjoy local street food and explore sensory experiences dedicated to the world of wine.
A truly unmissable event that celebrates the region’s winemaking heritage and attracts thousands of wine lovers every year.
Vinum Alba – International Piedmont Wine Fair
Summer filled with music
Music is another defining feature of Langhe Monferrato Roero, transforming villages and historic squares into extraordinary open-air stages.
Every summer, Collisioni Festival brings internationally renowned artists and some of the biggest names in Italian music to Alba, attracting younger audiences with spectacular open-air concerts set against the breathtaking UNESCO World Heritage landscape.
For a more intimate atmosphere, MonfortinJazz fills the Auditorium Horszowski in Monforte d’Alba with world-class jazz performances by internationally acclaimed musicians.
Meanwhile, the Alba Music Festival offers a journey through classical music and contemporary influences. Spring concerts take place in Alba’s historic churches and elegant venues, while the summer edition moves into stunning locations across the surrounding hills, creating an immersive experience where music, art and landscape come together.
Three festivals, each with its own style and atmosphere, yet all sharing the same ability to make music an unforgettable part of your journey through the Langhe.
Autumn: a season of flavour
Autumn brings a calendar full of iconic events celebrating local traditions and gastronomy.
Cheese, organised by Slow Food and held in alternating years with Terra Madre Salone del Gusto in Turin, attracts visitors from around the world with its celebration of artisan cheeses and dairy culture.
In Asti, history and folklore come alive during the Palio di Asti, one of Italy’s oldest horse races, while the Festival delle Sagre Astigiane showcases the region’s culinary traditions through dishes prepared by local village associations.
Together, these events create a rich mosaic of experiences, each different in character yet united by the same goal: transforming every season into something to experience, savour and remember.
The International Alba White Truffle Fair
From October to December, Alba becomes the world capital of the White Truffle, welcoming visitors from across the globe.
At the heart of the event is the World White Truffle Market, accompanied by a rich programme that includes:
- Show cooking with internationally renowned chefs
- Guided tastings and sensory analysis sessions
- Cultural events, including the Palio degli Asini (Donkey Palio), concerts and exhibitions
- The prestigious World Truffle Auction
With events taking place over several weeks, the International Alba White Truffle Fair is a perfect blend of gastronomy, culture and local identity, and is widely regarded as one of Italy’s most important annual events.
The magic of winter: Christmas in the hills
When winter arrives, Langhe Monferrato Roero is transformed into a real-life fairy tale thanks to The Magical Christmas Town, one of Europe’s most enchanting Christmas events.
From November through December, towns including Asti, Govone, San Damiano d’Asti and Santo Stefano Belbo come alive with Christmas markets, live performances and dazzling light displays, creating a festive journey through the region.
The famous Asti Christmas Market, considered one of the finest in Europe, is joined by Santa Claus’ House, travelling musicals and a charming live Nativity scene, offering magical experiences for visitors of all ages.
It’s the perfect way to end the year, as the region tells its story through lights, traditions and unforgettable festive moments.
A calendar of events all year round
Beyond these iconic celebrations, Langhe Monferrato Roero offers a year-round programme of events that brings every season to life.
Discover the full calendar:
The Best Events in Piedmont: Langhe Monferrato Roero
Throughout the year you’ll find:
- Cultural and music festivals
- Food festivals celebrating local specialties
- Harvest and seasonal celebrations
- Markets, fairs and historical re-enactments
Whether it’s enjoying a glass of wine in the squares of Alba, breathing in the unmistakable aroma of the Alba White Truffle, or listening to music echo across the hills, every event is an invitation to experience the region in a deeper, more authentic way.