The valorization of the environment and traditions when it goes hand in hand with the enhancement of the outdoors and services (hiking, mountain biking, certified accommodation facilities, guides, equipment rental shops and well-communicated itineraries…) creates an important spin-off in the area.
The territorial promotion project of the Ancient Salt Roadsa territorial marketing plan developed within the “Value of networking” project, promoted by the Region and Agency in Liguria, which enhances the hinterland as a sustainable and eco-friendly tourism destination.
Thanks to the territorial marketing plan “Valore di fare rete”, the union of municipalities of the Antiche Vie del Sale association was able to participate in the “Territories in light” callpromoted by Compagnia di San Paolo Foundationwinning it with the multi-year valorization project “Strade del Mare”, which ranked first overall in the “Territori in Luce” tender by Compagnia di San Paolo.
The partner municipalities will collaborate for six months to reconstruct the network of historic trails of the Vie del Sale, thus creating not only a new offer of outdoor activities, but an opportunity to rediscover the identity and culture of the territory.
Particular attention will also be paid to accessibility, with the creation of a trail dedicated to handbikes and the organization of outdoor education meetings.
“We recently presented the portal anticheviedelsale.eu which promotes the territories crossed by the ancient salt routes between the far west and the lower Piedmont and today this primacy among the Compagnia di San Paolo calls can only make us proud – explains the interim president Alexander Plain. – The opportunities outlined for socio-economic growth of the territories were appreciated, as was the implementation of a real network between the realities of the internal areas and the theme of connection between the different environmental and tourist sites on a front that still has great potential for development. Added to these is the pre-established target of users that promotes tourism that is respectful not only of the environment, but also of the life systems of the communities. I thank the president of the Antiche Vie del Sale Alessandro Navone, the mayors of the various Municipalities and the Agency in Liguria for the great work as an incubator of DMO (Destination Management Organization) on the territorial promotion at 360 degrees of production and environmental resources as well as on the activities implemented to promote an integrated governance that can be increasingly autonomous. This further achievement is the confirmation that the territorial marketing carried out with absolute commitment in the last three years is producing concrete results and real economic benefits”.
Among the Ligurian winners is also the brand “Terre del Rossese”, promoted this year by seven municipalities, led by Dolceacqua.
“The result of this activity, with the victory of the tender, shows us that we are on the right path – he says Alexander Navonepresident of the Antiche vie del sale association. – It is the tangible sign of the fact that when the territory works together with the same goal, successes arrive and also in a relatively short time. The project brings wealth to the territory and will allow the thirty municipalities of the association to present themselves on the tourist market as an increasingly attractive and competitive destination”.
“We are proud of the fact that the “Value of networking” project, in just ten months, has received recognition from the ‘Territori di Luce’ tender, in which more than 70 Italian municipalities participated – Matthew Garnerogeneral manager of Agenzia in Liguria. – The transfer of skills in terms of tourism marketing from Agenzia in Liguria to the territories, with an important work of listening and creation of the product, has allowed to give the interested areas an added value that the interested municipalities can now work and invest on, within a virtuous circle”.
