Human Heritage and new trends in tourism

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More and more online tourism offers are using the connection between food and travel to create a winning formula that is boosting local tourism options. Alongside the formula “luxury coach – visit to historic centre – stop for lunch – tourist menu – return to hotel” demand is growing to accompany the traditional tour with an innovative and human-scale experience of the local area’s authentic Italian products. Prime among these choices is food&wine, which is developed not only in terms of ‘fine cuisine’, but also through a rediscovery of popular traditions and culture. And so grape-treading, olive picking and cookery courses have arrived to enrich the catalogues of tourist operators, rounding off outdoor and cultural wellness stays in Italy’s most beautiful locations.

Always with an eye on new trends in wine and food tourism, the International Wine and Food Tourism Exchange (BITEG), has for some years now been encouraging Italian operators to insert this type of offer into their catalogues ahead of the B2B event. This way, they meet a demand from foreign tourist operators, who are always keen to satisfy top-spending customers. This has been the case with

Very interesting is the case of Faberst, a platform for the sale of packages tailor-made for those wanting to embark on authentic experiences involving all the senses, including the sense of taste. Their attendance at the last meeting provoked interest among buyers, stimulated familiarity with Italian tourism products and obtained excellent feedback from businesses.

These kinds of values in a holiday transform a journey into an experience of encounters and contacts far removed from the usual tourist circuits. Going beyond historic sights, what attracts tourists is human heritage – a heritage made of people, their acts and know-how – opening up a new door on culture. “Authenticity is becoming a high-profile demand within the travel business. Even if more economical, it supersedes luxury itself in its most classic meaning of refinement and development” (Professor Andrea Rurale – SDA Bocconi School of Management).

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