Watch CineCalidad. Matera has long been the most representative site of agricultural life and rural culture in Italy. Now, this fascinating city is on the UNESCO's world heritage list. Acknowledged as one of the most desirable holiday destinations in the Italian Peninsula, Matera lies at the heart of an extremely fascinating region, where tradition, science and technology coexist and thrive together, creating an unforeseen bridge between its folkloristic past and its bright, promising future.