Brescia Tourist Plan Advances Focused on Territory Promotion and New Tourism
Gather data from the local territory and relevant entities—such as requests, needs, and essential information; develop a development program that considers the overall requirements of each homogeneous Brescia area; delegate to local territories and operators, through specialized Agencies, the task of translating operational lines into practice. This is, in summary, the philosophy underpinning the Provincial Tourist Plan, currently in advanced preparation by the Istituto Policleto on behalf of the assessor Ermes Buffoli. By the end of 2000, the assessor affirms, the plan (which will be biennial) will be ready to be implemented from the early months of 2001. The current status was presented yesterday by the same assessor Buffoli and the vice-president of the provincial administration, Stefano Saglia.
Objectives and Institutional Representation
The Province aims to serve as a point of impetus and coordination for stakeholders (institutional, associative, and private) operating in the sector, as well as an interlocutor for higher levels (Region, Ministries, European Union). Main objectives of the Tourist Plan are: to document the current situation, identify actions to be undertaken, quantify the scope of necessary interventions, and establish territorial Agencies in different areas. In recent months, meetings have already been held with operators, associations, and consortia from Garda, Valtrompia, Sebino, Franciacorta, Valsabbia, Valcamonica, Valtenesi, and Plain: corresponding to the homogeneous zones where the Territory Agencies will be established.
These will not be new organizations but, explains the assessor, “organizational models for tourism promotion through which different entities can participate in planning and managing sector policies. The department will be responsible for coordinating and supporting their activities”.
Survey and Promotion Procedures
In recent months, questionnaires have been sent to all Brescia Municipalities (which have already returned them): the aim of the survey is to create in the Province a Multimedia Permanent Consultation Center available to all, to provide information on the characteristics of local towns. An expandable resource to understand local needs.
“Moreover,” proceeds Buffoli, “we are building an idea of tourist promotion anchored in the territory itself. It is not just a collection of promotional and communication episodes, but a true cultural attitude of communities, oriented towards welcoming and hospitality as strategic resources for individual realities”.
Emerging Tourism and Resources
The research by Istituto Policleto highlights the need to explore two emerging forms of tourism: business tourism and cultural tourism. To this end, questionnaires have been prepared to be distributed to clients in thirty hotels dedicated to business tourism, and to visitors in four cultural and artistic structures.
The goal is to understand the potential of these types of tourism in our territory and what tools are needed to develop them. Regarding resources to be cultivated, other emerging realities in tourist consumption include enogastronomy, typical products, and rural tourism. Naturally, this should be done in collaboration with involved associations and institutions.
The assessor emphasizes the importance of maximizing synergies. Thus, the goal is to define a unified communication plan for the entire territory: disband fragmented initiatives across different institutional levels.
Digital Promotion and Promotional Material
In this context, discussing the opportunities offered by the Internet is inevitable. Some progress has already been made: on the Province website (www.provincia.brescia.it), there is an active page listing local events, directly updateable by local authorities. Much remains to be done.
On the traditional promotional front, there are plans to produce materials (postcards, posters, small flyers…) highlighting districts of quality or product clubs (from wine to olive oil to gastronomic specialties), as well as standard panels to be placed at fairs and at Montichiari airport.
Enrico Mirani