Finale Ligure is making a fresh start with a new integrated tourism promotional plan.
The town in the province of Savona, traditionally a mix of seaside, outdoors, culture and gastronomic traditions, is reacting to the crisis by actively proposing an innovative tourism marketing strategy aimed at enhancing its resources and the synergies between players to promot the destination.
The objective is to become an all-round destination
"In November, we launched a plan together with agencies and professionals, and now, grappling with the serious consequences of the Covid-19 emergency, we are ready to start afresh. We are counting on a recovery from mid-June - said tourism councillor Claudio Casanova, adding - of course we are waiting for precise indications from the government and the region.” The plan, which will be supported by revenue from the tourist tax, sees the region offering all-round holidays. “From 2014 to 2017 the growth in overnights was impressive. Then unfortunately Covid-19 was a major setback, but we are gearing up again to welcome tourists back."
Honing in on domestic and neighbouring European markets
Among the objectives, the plan aims at increasing the visibility of the destination, concentrating this year on the home market and then the DACH markets (Germany, Austria, Switzerland). Among the priorities is the creation of a DMO to guarantee governance of tourism and integrate the multiple players involved at various levels in the creation of the product and services and in the promotion of the territory. The next move will then be the creation of a DMS to boost the integrated communications and marketing activities.
Targeting consumers and supporting local players
The contribution of local organizations is very important, from Finale’s Mudif Museum to Finale’s Consortium for tourism promotion For, and the Finale Ligure and Varigotti hotel and tourism association. The Cea Finale Natura environmental education centre, the Bagni Marini association, and the Slow Food convivium are other players being involved. The effectiveness of the project, coordinated and financed by the municipality of Finale Ligure, is largely based on the working group's ability to carry out continuous, integrated, and holistic actions featuring Finale’s wide range of tourism products. The plan initially envisages implementing communications and promotions, followed by re-positioning and directly selling the destination on the market. This is being done in two directions: on the one hand towards consumers by intercepting the demand and gaining the trust of users through useful and valuable content and bringing them to the destination for the first time, or bringing them back to Finale Ligure again. On the other hand support is being given to local players such as travel agencies and tour operators, providing them with information and tools that are indispensable for promoting and selling Finale Ligure.
A website and social channels
The www.visitfinaleligure.it website will gather all the communications and promotional activities implemented by the Municipality of Finale Ligure, but also act as a gateway for users to the vertical sites already available in the dedicated area. The social channels @visitfinaleligure will get new content aimed at the different types of potential targets, providing added visibility to what is already being done to promote the destination.
