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Pino Sagliocco appointed UNWTO tourism ambassador

Live Nation Spain chair Pino Sagliocco has followed in the footsteps of the likes of Giorgio Armani and Lionel Messi in being unveiled as the United Nations World Tourism Organisation’s (UNWTO) newest special ambassador.

Italian-born Sagliocco, who will be tasked with championing tourism as a pillar of sustainable development and opportunity in the new role, was recognised both for his career as a promoter and for his support of UNWTO, as illustrated by his presence at the 112th session of its executive council in Tbilisi, Georgia, in 2020.

He received the honour from UNWTO secretary-general Zurab Pololikashvili at a ceremony at the MOM Culinary Institute in Madrid.

“Music and tourism are both powerful vehicles for bringing people together”

“Music and tourism are both powerful vehicles for bringing people together, to celebrate culture and to peace and understanding,” says Pololikashvili. “UNWTO is proud to welcome Pino Sagliocco into our growing family of ambassadors and l look forward to working closely with him to grow sustainable tourism, both in Spain and worldwide.”

Sagliocco has worked with music legends such as Prince, Elton John, Queen, Madonna, the Rolling Stones and Paul McCartney.

In 2017, Sagliocco was appointed a cavaliere (knight) of Order of the Star of Italy, an order of chivalry awarded to those who have boosted the profile of Italy abroad.

The knighthood, granted by the Italian president at the recommendation of the Ministry of Foreign Affairs, recognised what Caserto-born Sagliocco “has worked at ceaselessly for more than forty years: to keep Italian culture alive outside of Italy”.

Other career highlights included Sagliocco’s executive production of the Festival La Nit in 1988 – an event commissioned by the Barcelona 92 Olympic Organising Committee to celebrate the arrival of the Olympic flag to Barcelona.

The event included the official presentation of the song Barcelona by Montserrat Caballé and Freddie Mercury, with Sagliocco coming up with the idea to fuse the two styles and use the two artists.

Revisit IQ‘s feature on Sagliocco’s first 40 years in the music business here.


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