Tourism is an ever changing activity, depending on several factors. The new directions register an increase in cultural factors, so TO manage to offer fitting proposals. The ways to know the latest tourist demand and businessmen’s offer are conferences, meetings, seminars and a large number of Exhibitions and Fairs or Bourses around the world. As Italy hosts the largest part of the world artistic works of art, it plays a leading role in this field. One of the most renown commercial and promotional events, related to cultural tourism in Italy, “Arts and Events -100 Italian Cities” is here described, as a case study and focal point of cultural tourism, since a growing number of travels is based on cultural reasons. This event takes place in Ferrara, an historical city enlisted in the UNESCO Heritage; it celebrated in 2006 its tenth year.