VINITALY: AIRBNB-COLDIRETTI PACT ON WINE TOURISM LAUNCHED
Airbnb, the international travel platform and Coldiretti, the main organization of agricultural entrepreneurs at national and European level with one million six hundred thousand members, they make an 'agreement' official today at Vinitaly for the promotion and rediscovery of Italian wine districts outside of traditional tourist destinations.
The Airbnb-Coldiretti campaign is aimed at promoting and strengthening the Italian winemaking tradition through the network of hosts, who will act as 'ambassadors' of the territory. Initially, Airbnb and Coldiretti identified three excellent wine districts where traditional knowledge and skills are handed down from generation to generation: The Prosecco hills of Conegliano and Valdobbiadene (TV) in Veneto; THE Roman Castles (RM) in Lazio; The Pollino Park (CS) in Calabria.
There campaign is wide-ranging and includes a multi-pronged approach in each of the country's three focus areas, including: a dedicated website (available in Italian and English) for each district, which presents the characteristics of the Italian wine-growing territories; Webinar for hosts from the three regions involved to provide them with insights into the initiative; an email awareness campaign to hosts in the area to encourage them to support the project and provide them with initiative materials, including QR codes linked to their respective guest pages; widespread media dissemination, through the press and digital platforms to broaden awareness of the initiative.
It accelerates made in Italy wine tourism and with it the opportunities for local wine-growing communities, rural areas in which the tourist infrastructure cannot ignore holidays at home or on a farm to continue to grow. It will be discussed during the conference ''Places of wine, made in Italy excellence and strategies for widespread tourism'', inside Vinitaly. A recent Airbnb survey in Italy showed that for over 2 out of 3 guests, staying at home is the best way to get in touch with the local culture.
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