Distretto Culturale

The variety and cultural diversity of the Italian regions makes holidaying in Italy a continuous joy and surprise.

But a real headache to coordinate into any sort of national tourism plan.

The theory which seems most credible is to create a series of so called Distretto Culturale.

These are zones which group together territorial elements which can be promoted, or rather marketed accordingly - from accommodation & restaurants to museums & national parks.

Bottom up, if you like, rather than top down.

Grouped together they would form a series of unique proposals and an umbrella brand for Italy.

Organisational theory offers models suggesting how this may happen.

But as with the actualisation of any marketing plan, this requires the goodwill, involvement and coordination of all the stakeholders.

Above all, local people who live and work in these Distretto Culturale and who have most to gain.

Comments

[andrea canziani]

The cultural districts have been my research topic for years and I'm happy to read concepts like "Bottom up" or "involvement and coordination of all the stakeholders" or even more that the local people are the ones that have to gain from a cultural district. BUT... please remember that the real aim is keeping the local cultural heritage alive and well preserved, NOT well marketed.
The tourism has to be a collateral benefit not a goal otherwise it will destroy the reason itself that "makes holidaying in Italy a continuous joy and surprise".