«From Las Vegas to Cannes we take the Marche brand around the world»

As the season approaches, the image of the Marche region must never be as strong as today, especially in the light of the latest flood events. Marco Bruschini, director of Atim: how is the new tourism and internationalization agency of the Marche moving?

«I have to answer that never before has the new method of contamination proved to be successful. It makes a synthesis between tourism promotion and excellence in every area to create a critical mass».

Can you explain better?

«Starting from the requests of the territory, we are creating a new conception and a new perception of the Marche at 360°, extending the presence of the region to major international events in order to generate the right conditions and favor the meeting between the demand for tourism and the Marche offer”.

How is the perception of the region changing?

«The method is to use a single brand, a coordinated image that embraces the Marches in all its excellence and that speaks a single language to both the VIP and the end customer. The tool: to be present outside the Marche at events of great international importance that will serve as a driving force. We want to write many new pages capable of attracting qualified tourism that drags other tourisms along».

What are these qualifying events?

«The fairs we know and those we have never attended. Like last year, the 9th edition of Eccellenza at the Convention Center in Rome. Also in Rome, with the exhibition “Le Marche, the uniqueness of multiplicity” dedicated to the great Marches of yesterday and today, the expression of a creative and competitive region. And again: protagonists in Bavaria at Free, the holiday and leisure fair, where we have created a focus on historic theaters that aspire to become a UNESCO heritage site».

A nice billboard.

«We also took part in the Imex in Frankfurt, a trade fair dedicated to business and incentive tourism, a sector that breaks away from the usual leisure and explains why we will be present at the Imex in Las Vegas, the largest congress tourism trade show in the United States And we will be present at the Warsaw tourism fair in support of the Ancona-Krakow flight, just as we were for the launch of the Ancona-Paris flight with an evening at the Italian embassy».

Other drivers?

«Participate in events that attract influential stakeholders. At Bit in Milan, for example, we involved starred chefs who won over VIP guests with their six typical dishes. What we will do as the only partner region of the 90th international horse show in Piazza di Siena, already underway at Villa Borghese».

How will it work?

«Only Marche wines will be served in the Rolex, Aston Martin, Loro Piana and Banca Intesa restaurants. A first approach to the luxury world that we will perfect by coming into contact with specialized tour operators at the sector fair in Cannes».

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on Corriere Adriatico