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The Itinerary of Beauty 2024, a journey through 25 towns in the Marche

By Tuesday, 09 April 2024 14:48

The guide The Itinerary of Beauty 2024, a journey through 25 Marche towns, has been presented in Rome.

This year’s edition of the guide has five new entries

The Itinerary of Beauty 2024, the guide devised by Confcommercio Marche Nord to promote the most evocative locations in the province, was presented in Rome’s Palazzo Giustiani.  Introducing this latest edition, the director of the Confcommercio Marche Nord business association, Amerigo Varotti, pointed out that this year there are five new entries in the guide, bringing to total number of towns to 25. These new entries are: Acqualagna (famous for its truffles),  Borgo Pace (home to the Romanesque abbey of San Michele Arcangelo), Macerata Feltria (one of the most beautiful small towns in Italy), Carpegna (a mountain town in Montefeltro) and Monte Grimano Terme (another beautiful town with a traditional urban spiral layout). 

“Ours is an example envied throughout Italy”

Commenting on the importance of this guide Senator De Poli said: "The Itinerary of Beauty is a virtuous example of collaboration between local authorities, such as municipalities, and economic categories such as Confcommercio. For Varotti the Itinerary of Beauty is “an example envied throughout Italy, since it is not clear how it is possible to effectively network so many municipalities. Ours is a model that can inspire others.  It is not just a way to promote our territory, but also to manage local museums and tourist offices as well as communicating."  

A cashback loyalty card and a new website

Among the novelties of 2024 is the introduction of Valore Bellezza, a loyalty card with a cashback system that will contribute to the revival of local commerce.  While from 1 May it will be possible to virtually visit the 25 municipalities now on the itinerary thanks to the new website itinerariodellabellezza.it.  The Itinerary of Beauty 2024 is a printed guide that is distributed at major international trade fairs and through regional tourist offices. 

Funds are available for small municipalities with a tourism vocation 

For Marco Bruschini, director of Atim, the Agency for Tourism and Internationalization of the Marche, promoting the region requires "pride, awareness and professionalism", while according to Ivana Jelic, managing director of ENIT S.p.A, the Italian national tourist board, the province of Pesaro Urbino sums up the characteristics of Italy "which differs from one kilometre to the next." Recalling the €34 million earmarked for small municipalities with a vocation for tourism, Gianluca Caramanna, advisor to the minister of tourism, stressed the need to "increase arrivals and overnights, but also turnover, in a logic of deseasonalization." 

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