Innovative rural tourism project in Italy demonstrates national replication potential [623542]

Innovative rural tourism project in Italy demonstrates national replication potential
Rural tourism in Rome’s proximity? A pilot project in the central Italian Lazio region raises awareness
for natural tourism and an authentic experience in what was once the heart of the Roman Empire – and
which is less than an hour’s train ride away from the Italian capital. The European Tourism Indicator
System (ETIS) was the starting point for the evaluation of the sustainability and attractiveness of the
five participating provinces whose territory is united as Terrae Anio Iubensanae .
The project is one of the key initiatives o f Italia
Executive, a tourism marketing network with regional
focus that helps Italian regions obtain structural
funds since 2000. Marina Bresciani, Regional Project
Coordinator at Italia Executive , says, “Rome is a
huge tourist magnet but Italy’s cultural and natural
heritage doesn’t stop at the city’s borders. We want
to raise awa reness for natural tourism at Rome’s
doorstep and use ETIS to gain recognition for our
territory on the European level.”
Throughout 2014 and 2015, Italia Executive has
presented their destination -labelling concept to
mayors and local authorities. Especially the younger
generation of mayors quickly caught on to the idea
and saw the benefits of linking agriculture, nature
and sustainable tourism development. The local
coordinators of Italia Executive facilitated much of
the technical work required to participate in the ETIS
scheme and motivated stakeholders from the private
and non -government sector to accompany the
process of implementing sustainable measures in the
region , for instance by improving train and bus
transport to the Giovenzano valley .
“Territorial design and labelling are concepts that
local authorities were largely unfamiliar with, but in
order to determine the sustainability and accessibility
levels of the provinces, we analysed the results of the indicator testing together with the p articipants,
which got them much more engaged and improved the understanding of why it is important to have a
strong network of destinations united under the Terrae Anio Iubensanae label ,” says Marina.
The network idea is so very pronounced in Italia Execu tive’s work that the team has gone on to identify
other Italian regions with a strong r eplication potential for the project. This year, collaborations with the
central Italian Abruzzo region and the Campania region arou nd Naples are set to be intensified.
Following the proverb that “tutte le strade portano a Roma” (“all roads lead to Rome”), the premise of
Italia Executive can be described as no less ambitious than “tutte le strade attraversano le Terrae Anio
Iubensanae”.

More information:

Italia Executiv e
http://www.italiaexecutive.it/
Unione dei Comuni Valle Del Giovenzano
http://www.unionegiovenzano.rm.it/hh/index.php ETIS destination spotlight: Union of
municipalities of the Valle del Giovenzano
district
At the Eastern doorstep of Rome, the seven
municipalities of the Giovenzano valleys hav e
formed a partnership to provide visitors with an
authentic glimpse into traditional and artisan Italy.
The municipalities of Saracinesco, Ciciliano,
Pisoniano, Sambuci, Gerano, Rocca Canterano,
and Cerreto Laziale boast rich cultural and
historical herit age that can be traced back to the
Roman Empire and attract nature lovers looking to
find unspoilt landscapes and a gastronomic
experience that relies on local produce. The
region is especially suited for slow travellers and
families, but also caters to da y visitors coming
from Rome to enjoy one of the cultural festivals
that take place throughout the year.