TERRITORIAL MARKETING: LIGURIA CALLS ON INTERNATIONAL TOUR OPERATORS TO PROMOTE THE AREAS CERTIFIED BY THE EUROPEAN TERRAGIR PROJECT. VICE-PRESIDENT PIANA: "INTEREST FROM THE USA AND AUSTRALIA DEMONSTRATES THE BOUNDLESS ATTRACTIVENESS OF RURAL LIGURIA".
TerrAgir3, a European project financed by the Italy-France Maritime Programme, is showing results and aiming at international goals capable of connecting the "Liguria brand" to two other continents in the world: Washington DC for America and Sydney for Oceania. Leading tour operators have already taken part in the call for interest launched by Regione Liguria to promote and market certified "Green & Blue" experiences to rediscover the area, enhancing the offer of farm holiday centres, educational farms and fish farms. The public notice, which is still in progress, is aimed at tourism intermediary operators to prepare for the start of the post-Covid season and also to de-season the number of visitors.
Participation in the expression of interest is free and voluntary. Among the various facilities, it will allow the tour operator exclusive access to a digital book (in Italian, French and English) to easily choose the experiences that can be conveyed in online tour packages. The first feedback from IMARK Holdings (based in Washington DC) and Ormina Tours (North Sydney) have already demonstrated the boundless attractiveness of our region, a concentration of "Best of Italy" over 5416 square kilometres overflowing with art, culture, history, landscapes, nature, food and wine, crafts and traditions told directly by the voice and gestures of the farmers.
"Regione Liguria has been working for over two years with investments amounting to 276,000 euros," explains Alessandro Piana, Vice-President and Regional Councillor for Agriculture, Marketing and Territorial Promotion, "creating a network of companies selected and certified for the high quality of the proposals, which have the ability to offer an authentic, digital storytelling of Liguria, in step with the times and with the expectations of increasingly demanding visitors, i.e. in search of the values that characterize the area, respectful of the genius loci and inclined to offers of personalized services. The TerrAgir 3 project, which began with my predecessor Stefano Mai, came to an end in February, but the database of offers remains open, constantly updated, because our objective remains that of involving and supporting new businesses, so that their full potential can emerge. We will promote the farms and their experiences online on social networks, on institutional websites and through the App 'La mia Liguria', but also through direct contact with bloggers, influencers, Italian and foreign tour operators. There will be many positive effects on the territory, thanks to the expanding contacts and the implementation of interactive totems to discover Liguria, currently located in the hall of Palazzo Ducale in Genoa and at the Iat in Alassio, and soon also in Imperia and La Spezia. Navigating on these tools will allow you to get to know Ligurian companies, currently about fifty for over 150 proposals surveyed by TerrAgir3".
TerrAgir3 is a project realised by Regione Liguria, with the partner Consorzio per la Tutela dell'Olio extra vergine di Oliva DOP Riviera Ligure, in collaboration with Liguria International, Liguria Digitale and the Ligurian Chamber System (Unioncamere, Chambers of Commerce of Genoa and of Riviere di Liguria, special agencies of the Chambers of Commerce). The tools and results of TerrAgir 3 will be pooled with Agenzia in Liguria, the in-house company that is already involved in promoting the entire range of experiential tourism in our region.
TerrAgir3, the overall project and data
The TerrAgir3 project has a total budget of 1,105,763.8 euro, with the Liguria Region budget of 253,231 euro plus 22,990 euro from the Consortium for the Protection of PDO Riviera Ligure Extra Virgin Olive Oil (total budget for the Ligurian territory 276,221 euro). The partners in the TerrAgir3 project are: the Province of Nuoro (lead partner), Liguria Region, Tuscany Region, ODARC (Corsican Agricultural and Rural Development Office), the Consortium for the Protection of PDO Riviera Ligure Extra Virgin Olive Oil, the Cannonau Wine Route, the Federation of Wine, Oil and Flavour Routes of Tuscany, the Conseil Interprofessionnel des Vins de Corse- CIV.
For further information, please visit: http://www.terragir.it/