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It is most likely the first time that some of the peninsula's premium tourist destinations have teamed up to win over and retain the clientele of the world's very-high-net-worth individuals. These are Capri, Cortina d'Ampezzo, Courmayeur, Madonna di Campiglio and Porto Cervo, these are the locations that since 2014 the Altagamma Foundation has identified among the Territories of Excellence, whose administrators and representatives have signed an agreement to establish within 10 months an association that represents them. Together they will work to develop a high-level tourist offer, increasing visibility towards national and international institutions by collaborating with tourism promotion associations, NGOs, cultural and sports foundations to create ad hoc tourism policies for high-spending customers. Last but not least, there is the valorization and protection of the landscape, artistic, artisanal, historical, commercial and social heritage of the territories which will be a fundamental piece of the strategic path that will be defined. The more immediate goal is to create a choral event in the United States in 2025 as well as a series of educational and institutional activities.
The five destinations, to which others could be added including Portofino, will thus work on common projects and without being in competition with each other according to a model that is very reminiscent of that of the business network. In addition to Matteo Lunelli, president of the Altagamma Foundation and Stefania Lazzaroni, general director of the Foundation, among the administrators present at the signing were Roberto Rota, mayor of Courmayeur; Giuseppe Corradini, councilor of the Municipality of Pinzolo for Madonna di Campiglio; Roberto Ragnedda, mayor of the municipality of Arzachena, for Porto Cervo; Antonio Santarpia, delegate councilor of the City of Capri. Media partner is Rai Italia, which reaches audiences in the Americas, Africa, Asia and Australia.
«Tourism is a strategic lever of development for the country and for Made in Italy – recalled Matteo Lunelli -. Some territories that best describe and represent the excellence of the Italian lifestyle have become reference destinations for high-profile travelers and since 2014 we have wanted to enhance them by naming them honorary members of the Foundation. We are delighted that five of them – Capri, Cortina d'Ampezzo, Courmayeur, Madonna di Campiglio and Porto Cervo – have formally come together in a partnership that empowers each member and facilitates the promotion of high-end tourism that can have maximum impact in terms of direct and indirect impact on our economy. The Territories of Excellence can be an example and driving force for an upward repositioning of tourism in our country.”
The five locations will give life to territorial marketing campaigns, create, organize or host international events of all types with the intention of creating that common thread that unites them in a circuit. A sporting event could be, for example, the Italia Polo Challenge organized in summer in Porto Cervo and in winter in Courmayeur. Synergistic actions will be defined in order to identify and share strategic objectives and operational initiatives with the aim of coordinating the respective activities. These actions include the exchange of information, experiences and best practices. These initiatives will involve a clear identification of the timing of their completion, the continuous monitoring of the progress made and the verification of the progress of the works.
