Today, we have the pleasure of speaking with Ornella Naccari, a passionate member of Skal Roma and the visionary behind “A New Way to Discover the Venetian Territories with Shakespeare.” Her innovative project combines theatre, history, and sustainable tourism to create immersive experiences that bring Shakespeare’s works to life in the very places where they were set. By blending cultural preservation with responsible tourism practices, Ornella has created a unique way for visitors to connect with the rich heritage of the Veneto region. In this interview, we’ll explore how her project has redefined the concept of cultural tourism while supporting local communities and promoting sustainability.
Skal Europe: Ornella, thank you for joining us today. Can you tell us how the idea for your project, “A New Way to Discover the Venetian Territories with Shakespeare,” came about?
Ornella Naccari: Thank you for having me! The project started in 2015 after I met Solimano Pontarollo, an amazing theatrical director and artistic leader of Casa Shakespeare in Verona. We realized there was a unique opportunity to combine our expertise in tourism and theatre to bring Shakespeare’s works to life in the very places where they were originally set. It became clear that this could be a powerful way to offer visitors an immersive experience that celebrates both the cultural heritage of these cities and the timeless appeal of Shakespeare’s storytelling. The project “Shakespeare in Veneto” (2016) has created immersive experiences by staging Shakespeare plays in Venetian locations (Verona, Venice, Garda Lake and territories of Padua) where they are set.
Skal Europe: The idea of combining tourism with live theatrical performances is certainly unique. How does this approach differ from traditional guided tours?
Ornella Naccari: Our approach is all about making the experience as immersive and authentic as possible. Instead of just hearing about history, our participants see it come alive before their eyes. For example, during our Shakespearean Walking Tours, such as “Walking with Shylock” in Venice or “Walking with Romeo & Juliet” in Verona, guests walk through the actual streets and settings mentioned in Shakespeare’s works while watching professional actors perform scenes from the plays in their original language.
Skal Europe: It’s impressive how the project has embraced sustainability. Can you share more about how you ensure the tours have a minimal environmental impact?
Ornella Naccari: Sustainability is at the core of our project. All our tours are conducted entirely on foot, which not only reduces environmental impact but also allows participants to experience the beauty of the Venetian territories at a slower, more thoughtful pace. We carefully select routes that avoid the typical tourist-heavy areas, ensuring that we don’t contribute to overtourism in popular destinations. This way, we can offer a more intimate experience while preserving the integrity of these historic sites.
Skal Europe: It sounds like you’ve taken great care to create an experience that respects the environment and local culture. How does your project support the local community?
Ornella Naccari: Supporting the local community is a key part of what we do. We collaborate with local artisans, costumers, and technicians from Venice and Verona, ensuring that all costumes and accessories are handcrafted by skilled craftsmen from the region. This not only helps preserve traditional crafts but also provides employment opportunities, fostering a sense of pride and ownership within the community. By sourcing locally, we ensure that the economic benefits of our tours stay within the community, supporting the people who help make these experiences so special.
Skal Europe: The project seems to have evolved. How did you adapt to the challenges brought on by the COVID-19 pandemic?
Ornella Naccari: The pandemic certainly presented challenges, but it also allowed us to rethink our approach. In the Summer of 2020, we introduced scheduled Shakesperian Walking Tours in Venice and Verona, which allowed smaller groups to safely explore the cities while enjoying live performances. We focused on creating a more intimate experience that emphasized storytelling, with guides providing rich historical context about Shakespeare’s connection to each location. This adaptation not only kept the initial “Shakespeare in Veneto” project alive but also made it even more engaging and personal.
Skal Europe: That sounds like a great way to keep the spirit of the project alive. Can you tell us more about how the project expanded in 2024?
Ornella Naccari: In 2024, we introduced private teaching walking tours, like “Walking with the Taming of the Shrew” in Padua, where participants don’t just watch the performances—they become part of them! We guide them in taking on the roles of Shakespeare’s characters, under the direction of my partner, Solimano Pontarollo and guides. This interactive element has been incredibly popular with schools, families, and cultural groups, as it transforms the tour into a hands-on learning experience that’s both educational and fun.
Skal Europe: You also mentioned the Shakespeare Interactive Museum (SIM). How does this fit into your overall project?
Ornella Naccari: The Shakespeare Interactive Museum (SIM) in Verona, which Casa Shakespeare developed in 2018 is a truly exciting part of the project. It offers a 4.0 multimedia experience where visitors can interact with Shakespeare’s most famous work, Romeo and Juliet, through technology, like virtual reality, interactive storytelling, and computer vision algorithms. This modern twist makes Shakespeare’s story even more accessible and engaging, allowing visitors to immerse themselves in his world in an entirely new way. It’s a blend of theatre and technology that brings history to life, making it an unforgettable experience.
Skal Europe: It’s clear that your project offers so much more than a typical tour. How do you see this initiative contributing to the preservation of cultural heritage in the region?
Ornella Naccari: I believe that cultural heritage should be experienced, not just observed. By involving visitors in these immersive performances and activities, we’re helping them develop a deeper understanding and appreciation of the region’s history, traditions, and artistry. It’s not just about preserving the past—it’s about bringing it into the present and making it relevant and engaging for today’s travellers. This way, we ensure that the stories, skills, and traditions of the Venetian territories continue to thrive.
Skal Europe: Ornella, your project is an inspiring example of how tourism can be sustainable, educational, and deeply engaging. Thank you for sharing this journey with us!
Ornella Naccari: Thank you! It’s been a pleasure to share my passion for Shakespeare and the Venetian territories. I hope it inspires others to explore sustainable ways to connect with our rich cultural heritage.
