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Urbino, in Italy’s heart of organic farming, is a cradle of art and culture

By Friday, 14 October 2022 08:00
Roberto Cioppi, councillor for tourism of the Municipality of Urbino Roberto Cioppi, councillor for tourism of the Municipality of Urbino

“This year, with the celebrations for the 600 years of the birth of Federico Duke of Montefeltro, Urbino is enjoying a second great wave of international interest, following that of 2020 when we celebrated the 500th anniversary of the birth of the great painter Raphael, who was born here,” says Roberto Cioppi, councillor for tourism of the Municipality of Urbino.  

“We need to lengthen the season beyond the summer months”

Adding that Urbino is now reaping the benefits of the investments made by the city administration and local operators to protect and project the image of a city in the heart of Italy’s leading organic agricultural region, Cioppi said that the Marche’s green practices are impacting strongly on the motivations that attract international visitors.

“This summer flights into Bologna and Ancona from European destinations picked up momentum, with a good mix of visitors from many markets, including a return of the Americans, also through other major Italian airports. We are now concentrating on lengthening the season beyond the summer months.” 

Social media has helped boost arrivals

Collaborations with the region’s three UNESCO sites (The Ducal Palace in Urbino, Urbino and San Marino Ed.), with Italian embassies and international chambers of commerce, as well as funding from the Italian ministry for tourism, have all contributed to our promotional efforts on foreign markets. “We have favoured digital and social media channels to promote our art, culture, outdoor activities and our great foods and wines. One new, and highly appreciated phenomenon, is the growing number of restaurants run by talented young chefs.”   

Outdoor tourism is a big draw

And the digital gamble has paid off, with overbooking in some areas this summer, and growing interest in what the region has to offer beyond its splendid art and architecture. Outdoor tourism, from trekking and biking to horse riding and visits to farms and wineries, is attracting more visitors and many are choosing farmstays and discovering the smaller towns and inland areas. “We are also working with neighbouring municipalities like Fano and Pesaro - which will be Italy’s cultural capital in 2024 - to create itineraries that bring together the great cities in our region.” 



        

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