Dante, Celestino and the Forgiveness: from the Comedy to a destination branding. – Despite references to Celestino V on the Divine Comedy are not clear, the lives of Dante Alighieri and the Pope are certainly intertwined. Dante’s expectations on a spiritual renewal of the Roman Church, disappointed by Celestino’s resignation, seem to find acknowledgment today in a series of actions devoted to promoting his main bequest, the Forgiveness, a new territorial brand that is also serving the purpose to help the territory of L’Aquila recover from the 2009 earthquake, especially in trying to fostering a tourism development around Celestino’s figure.