Sicily has a Branding Problem
How can a place known for the Mafia change its perception to the world?
Canada is known for maple syrup, poutine, and friendly people.
Japan is known for sushi, cherry blossoms, and politeness.
Denmark is known for furniture design, danish pastries and Lego.
Sicily is known for the Mafia.
When I decided to move my family to Sicily for 10 months earlier this year, SO many people asked, “Why Sicily?” and “Aren’t you worried about your safety? You know they have a big problem with the Mafia there.”
Unfortunately, this is still the perception of Sicily in many places around the world.
Sicily has so much to offer
Since living and working remotely in Sicily for the past 3 months, I have immersed myself in the rich history, architecture, nature, food, and culture. I’ve gotten to know quite a few locals (and expats living here) and on a recent drive with a cab driver named Giuseppe we talked about the Mafia. He was sad to hear that the perception of Sicily is still wrapped up in the Mafia.
With big hand gestures, he shared that the fight against the mafia began in earnest in the early 1990s, after two brazen bomb attacks. This was followed by the arrest and conviction of several high-profile mafia bosses in the late 1990s and early 2000s.
Does the Mafia still exist here? Yes, however at a much lower level than before.
And let’s be honest, the Mafia exists around the world not just in Sicily. In fact, my mom told me a story about a mob boss funeral at the church next to the school she worked at back in the 80s. This was in the town I grew up in!
So back to the question people posed to us about being worried for our safety. The answer is no. I feel just as safe as I did in Toronto. I can walk freely on my own, and so can my kids.
The Sicilian ‘Brand’ needs a revamp
I’ll be honest and tell you that I hadn’t really thought much about Sicily…ever. And since deciding to move here, it was suddenly everywhere.
I came across articles in travel magazines, spotted a Sicilian wine on a restaurant menu, and found lemonade at the grocery store made with Sicilian lemons. I’ve also discovered many people I know have Sicilian parents or grandparents. That’s a lot of Sicily!
And now with season 2 of the HBO show ‘White Lotus’ set here in Sicily, there has been a surge in flight and hotel searches to picturesque places like Taormina (where we spent our first 10 days). You can check out the stats on this ROBB Report article.
There is also a polular new Netflix show called ‘From Scratch’ where one of the lead characters is Sicilian. And he’s not in the Mafia - he’s a kind-hearted chef!
With its surge in popularity, now is the time for Sicily to rebrand itself – not just for the rest of the world to see the magic of this place, but for the locals to shed themselves of the mafia image.
I love it here and I can see this beautiful island with rich culture and history is struggling. There are buildings in our town that are empty and falling apart, roads are in need of repair…and don’t even get me started on the bureaucracy!
Sicily faces competition from other Mediterranean destinations, such as Spain, Greece, and mainland Italy, and yet has just as many things to offer the world…if not more!
As an outsider looking in, I believe a rebrand could help Sicily attract more investors, tourists, and businesses, which would help to boost the local economy and create job opportunities. It could also help to improve the perception of Sicily as a safe and thriving destination.
If Sicily focused on building a strong foundation, promoting its safety and security, implementing a cohesive marketing strategy, and highlighting its unique attractions and experiences it could overcome these challenges.
I’m also making it my mission while I’m here, to share our journey and experiences with others and do my part to show the world that Sicily is more than its history with the mafia.
If you’re interested in following my experience here, you can follow our youtube channel here. And as my youngest son would say – “don’t forget to like, subscribe, comment and ding the bell for notifications!”
*An update shine I wrote this blog post - Italian Mob Boss, Matteo Messina Denaro, was captured in Palmero on January 16, 2023 after 30 years on the run! Check out this article on the Toronto Star.