Santanchè: Italy should understand that we are the third largest brand in the world in tourism

«On sustainable tourism, Italy can play a winning game because it is an intrinsically sustainable country, it is a country that with respect to the request for experience, direct connection with the territory, authenticity, rediscovery of values ​​and traditions can offer something truly incredible, unique, and unrepeatable». It is from this profound conviction of the Civita association that the idea of ​​the ANSAIncontra event on sustainable tourism was born, which was attended by the minister Daniela Santanchè, the president of Federalberghi Bernabò Bocca, the general secretary of Civita Simonetta Giordani and the president of SWG Adrio Maria De Carolis, streaming on ANSA.it and on the agency’s social channels.

«Italy – says the minister Daniela Santanchè – must understand that it has the third largest brand in the world, which is Italy and the Made in Italy. I understand when they turn to the domestic market that the regions promote themselves because they have to offer a differentiated offer but when we go abroad, we must be united, Welcome to Italy, we must be Italy. It is as if Coca Cola, the most famous brand in the world, advertised caffeine which is only one of its ingredients. Behind a brand there are huge investments. We have it, so we have to make it clear that we have to promote all of Italy together».

The minister, after recalling how tourism is the sector most massacred by the pandemic and how the Government is ready to support it also thanks to the dedicated ministry with portfolio, also recalled the types of sustainable tourism that exist in a country like Italy, from the slow one of the paths, of the historic railways, of the rivers to the seasonally adjusted one that decongests the great cities of art and the “decentralized” one that is lost in the many Italian villages. «And how can we not talk about our food and wine tourism – she says again – given that 90% of our food and wine excellence is produced in our villages, no less than 5,660 in Italy, and here too there is sustainability». On the other hand, the president of Federalberghi Bernabò Bocca speaks of sustainability linked to seasonal adjustment. «We have to organize ourselves – he explains – to provide adequate services to tourists not only inside the hotels but also outside. And above all seasonal adjustment, a word that I am happy Minister Santanchè said and which is a mantra for us. We have too short seasons both in cities of art and in seaside and mountain destinations. With the policy of big events we have to bring tourists even in the low season and especially get them to come back. It is not possible that Sardinia lives only two months a year while the Algarve in Portugal lives 8».

According to Bocca it is important to focus on foreigners (especially those from the Far East for which visas need to be speeded up) but also on Italians who have rediscovered their beautiful land: «We go looking for tourists around the world but let us remember that the first nationality for Italian tourism is the Italians. First of all we have to invite Italians to discover our magnificent territory». And again «Too many times we hear: “I’ve already been to Rome, I’ve already seen the Colosseum”. But what does that mean? People go back to Paris even 6-7 times a year because there’s always something new to see , something always happens. I hope that with the minister we will set up a system of major events that will allow tourists to return to our country several times” he concludes. “We are convinced – he says – that Italian tourism has a great opportunity. It is now established that tourism is an industry, which needs an entire efficient system around it in terms of infrastructure and transport, digital innovation, little bureaucracy. An industry needs the whole country to cooperate and coordinate what is not only the sale of a wonderful country and a beautiful story» says Simonetta Giordani, general secretary of the Civita association, who also explains the beautiful story of the historic non-profit organization of companies and The research that takes its name from Civita di Bagnoregio which was in danger of “dying” and which instead was saved.

Giordani concludes by saying: «We are convinced that culture is not only an instrument of social cohesion but also an engine of economic development for our country, the competitive identity of our country. We also think that our companies and the productive fabric in this historical moment are the real driver of change».