Digital platform to explore lesser-known destinations

Italy has launched a new digital platform named ‘Trame d’Italia’ as a move to promote lesser-known destinations in the country. The digital platform which was officially unveiled at a conference conducted by the Ministry of Culture and Tourism will gift the travellers an enticing experience of the regions which are rich in culture, history and culinary traditions, yet undiscovered and unexplored.

The platform offers three routes as of now: Northern Monferrato-Piedmont’s vineyard landscape named World Heritage Site by the UNESCO, the historic territory of Lunigiana between Liguria and Tuscany regions, and the Brianza in northwest Lombardy. The routes soon to be added consist of Matera, another UNESCO Heritage Site with its famous “Sassi” and Rupestrian Churches, Val Camonica in the Alps, and the territories around Bergamo and Mantua in Lombardy. The platform aims at including 50 routes in nine years, each of them involving a network of managing operators and locally associated subjects.

The platform is promoted by Milan-based Accenture Italian Foundation. The platform has good support from its partners which includes two banks, Italy’s Touring Club, Italian Environmental Fund (FAI), Italian Historic Houses-an online platform to promote historic dwellings, and Google. “By creating and selling cultural routes, we want to boost growth in genuine and little-known Italian areas, and generate sustainable development and employment,” the promoters said. The platform was resulted from co-operation between several private and public entities.

Trame d’Italia would run the project, offer the digital platform, and manage brand, routine guidelines, as well as agreements with tourism operators, and investment promotion. The collaboration with local networks were tasked with identifying and developing the routes, with all details of related cultural contents,  involving other local subjects needed to begin the project, and managing the destinations. The English version of the platform will be released soon to attract the foreign tourists. “We would like to provide an example of sharing economy, and of convergence between profit and non-profit subjects. The platform would add value to many precious Italian territories, helping travellers become more aware of their cultural values and, in the end, better citizens,” said Daniele Rossi, CEO, Trame d’Italia.