Beneath the shadow of the Arco di Traiano and beside the banks of the Calore river, Benevento harbors one of Italy's most persistent and evocative legends: the Streghe, the witches who gather by night beneath a walnut tree to dance and cast their spells.
The legend has roots stretching back to the Lombard period, when the pagan rituals of the Beneventan tribes — particularly their veneration of a sacred serpent and a golden viper — were condemned by the Church as diabolical. Over centuries, the story evolved and absorbed elements of Roman mythology, medieval heresy trials, and local folklore to create something uniquely captivating.
Today, the witch mythology is one of Benevento's most effective tourism assets. The city leans into its supernatural identity with remarkable confidence. The "Streghe di Benevento" brand appears on everything from the internationally renowned Strega liqueur (whose label depicts the legendary dance) to boutique hotels, guided night tours, and the spectacular October festival that draws tens of thousands of visitors.
The Percorsi Magici di Benevento is a series of guided evening tours that wind through the city's historic center, incorporating theatrical performances, storytelling, and atmospheric lighting at sites like the Roman Theater, the Arch of Trajan, and the Cathedral. These experiences have won national tourism awards and attracted visitors from across Europe and beyond.
For tourism operators and cultural entrepreneurs, Benevento's witch mythology offers a fascinating case study in how ancient legends can be transformed into compelling, commercially successful cultural tourism products.