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Visit Emilia, promoting the provinces of Parma, Piacenza, and Reggio Emilia

By Tuesday, 12 March 2024 10:24

Visit Emilia, promotes the provinces of Parma, Piacenza, and Reggio Emilia, and at the ITB in Berlin we spoke to its president Simone Fornasari. 

“We are in the land of the Food Valley and experiential tourism” 

“When we talk about Emilia we talk about the Food Valley. Emilia is a true Italian gastronomic treasure, even though it has so much more to offer, as it also boasts a great natural, historical, artistic and cultural heritage. We are in the land of the Slow Mix, and experiential tourism is a perfect fit for us. To date we have three main product networks: the Food and Wine network, the Culture and Castles network, and the Spa and Outdoor network,” adds Fornasari.


parma prosciutto
The main markets are Germany, Switzerland, France and the US 

"In recent years the pattern of tourism has changed a lot, especially following the health emergency of the pandemic. Now it is not only Italians who come to discover our region, we also get many foreign visitors from Germany, Switzerland, France, and America. Foreign visitors are growing more in percentage terms and, from the data we are currently collecting, the projection for the next few years sees this trend constantly growing.”  

parma Parma

Three networks and over 500 operators

Over the next five years Visit Emilia will continue to invest in what it has achieved this far.

“In addition to our food and wine heritage - in Emilia alone we have 20% of Italy’s protected-label products - we also have five great cultural cities. We are also investing in the region’s nature because we see that it is increasingly sought after. So, the first thing is to consolidate what we have done this far, and the second is to continue to promote sustainable and experiential nature products. We have three networks and over 500 operators, and we want to put each operator in a position of being prepared so that they can promote first their own product and then those of the other members. Networking is fundamental, and we have seen that it is a winning card, because anyone who comes to Emilia and stays a night in Parma or Piacenza or Reggio Emilia or in our hills can then go on to visit all of our region.”    

 

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