The basis for the Strategic Communication Plan is the concept of Learning Region (the territory/local learning system) which translates into generalised learning processes in the territory (that is, the forms of knowledge production and promotion in every usage) as a cohesion and sustainability factor, an essential component for promoting the territory.
We love and promote what we know: museums, parish churches and castles are expressions of different eras and a part of our identity, through which we are able to recognize our own surroundings.
To activate and promote such a depository of memory, we must:
Make evident, through a combination of tools (texts, images, digital instruments), the relationship between historic, architectural and artistic sites and artefacts and the context in which they were produced;
Reinterpret identity, reading it in light of its changes, so that appreciation of the past and memory are not conducted through nostalgia and by refusing modernity;
Reweave the threads connecting tradition with productive activities, not only in pursuing resources but by reconstructing the local productive culture (for example the commerce routes, agricultural and dietary traditions, transport history and so on);
IDENTITY AS A COMPETITIVE RESOURCE
1. from identity to image, to perception: interpreting the potential of demand and ensuring positioning;
2. tourism as a tool for recovering, revitalizing and re-elaborating the territory’s resources through culture;
3. tourism as a tool for strengthening the immaterial wealth and feeling of belonging to a territory through territorial marketing;
4. no longer planning in terms of “sustainable tourism” but rather considering the contribution tourism can give to sustainable development;
5. hospitality as a system: an interaction between locations and people
6. welcoming tourists and encouraging them to stay: a challenge for all to develop a shared hospitality plan uniting public bodies, operators and residents;
7. coming up with methods of involving the local community and increasing the public’s awareness