The Salerno Chamber of Commerce is promoting Salerno and the Cilento region through a new strategic plan for tourism centered on "The Mediterranean Essence."
Focusing on Generation Y and high-spending travellers
With the aim of conquering new markets and bringing together Salerno, Paestum, the Piana del Sele, the Cilento and the Vallo di Diano under a single umbrella, the plan promotes experience-based products such as culture, relaxation and food and wine, and offers not just a region but a destination-product. Leading the scientific coordination of the project is FTourism & Marketing, headed by Joseph Ejarque, the expert behind Turin’s tourism transformation and major Olympic projects, who is set to focus on high-potential target groups such as Generation Y and high-spending travellers.
Four macro destinations have been identified
With a coordinated network of businesses, accommodation providers and tourist guides united under the banner of “Visit Salerno & Cilento," some 500 operators have been invited to participate and four macro-destinations have been identified: the integrated itinerary connecting the vibrant city of Salerno, the outstanding food and wine of the Piana del Sele, the outdoor activities of the Cilento and the cultural treasures of the Vallo di Diano. The launch of the official portal visitsalernoandcilento.com will provide a dynamic showcase where travellers and tour operators can connect with local providers of experiences.
The appeal comes from sea, nature, culture, food and wine
The central theme is “The Mediterranean Essence,” a brand identity that focuses on the authentic lifestyle, archaeology and the UNESCO heritage of the Mediterranean Diet. It capitalizes on the momentum of the Amalfi Coast and the temples of Paestum to shed light on the enormous, as yet untapped potential of the Salerno hinterland. "With the 'Visit Salerno & Cilento: Mediterranean Essence' project our strategic objective is to synergistically promote the four main pillars of this extraordinary region: the sea, nature, culture and food and wine,- said Ejarque. -We will shortly launch the destination portal www.visitsalernoandcilento.com to enable visitors to plan their stay as effectively as possible and make direct contact with local operators. We have also planned a programme of training activities for local operators which will boost local skills and further raise the overall quality of what we have to offer visitors."
The role of Salerno Costa d’Amalfi and Cilento Airport
The three main areas are institutional promotion, airport development and the evolution of what is on offer locally. The development of airport connections will focus on specific key markets like the United Kingdom, Germany, France and Spain, as well as the domestic market. The long-standing challenge of seasonal adjustment remains to be overcome with specific training courses organized for local operators, the ultimate aim being to prepare the region for year-round hospitality A decisive boost comes from the launch of scheduled flights at Salerno Airport. The close commercial partnership with Aeroitalia, linking Salerno Costa d’Amalfi and Cilento Airport to key markets such as Milan, Turin, Genoa and Trieste, as well as seasonal international routes to the Greek islands and the Balearic Islands (including Mykonos, Santorini, Palma and Ibiza), meeting the need to provide a permanent link between the area and European tourist flows.
