Malcesine Più Promotes Lake Garda at Key European Tourism Fairs

Traveling across Europe to promote the Rivierasco center. Among the tasks of the Malcesine Più institution is also the international promotion of the Perla of the lake. This duty is carried out by the organization presided over by Giuliano Colombo, with the participation of its staff at international tourism fairs.

“We are the only town in the Riviera degli Olivi with a dedicated, autonomous, and independent structure capable of thoroughly covering the most important sector trade fairs during the winter-spring period,” states the director of the Institution, Sergio Éenedetti, with rightful pride. “That does not mean we do not collaborate with other bodies responsible for promoting Lake Garda, such as the Garda Community. Together, we participated in mid-January in Utrecht, Netherlands, and then in Stuttgart, Germany. In the future, we will be in Brussels (March 16-26) and Budapest (March 22-28).”

With its own resources alone, Malcesine Più has also visited Friedrichshafen, Cologne, and Basel. Upcoming stops include cities such as Munich (February 19-27), Tübingen (March 12-14), and again Friedrichshafen (April 13-16), a German hub on the northern shore of Lake Constance. The promotion work is also carried out through advertisements in specialized German magazines like Alpin, Urlaub, Bergsteiger, Ski Magazin, Ski Laufer, and Bike, which boasts over six hundred thousand readers.

Promotional Activities and Collaborations

“We have targeted a niche audience passionate about hiking, summer alpine sports, mountain activities, and mountain biking,” continues Bendelli. “In collaboration with the Malcesine-Monte Baldo funicular consortium and the local hoteliers’ association, we produced a thirty-thousand-copy, easy-to-consult brochure, available in three languages, featuring six itineraries for cycling enthusiasts. All routes are around Malcesine and will be properly mapped out by Easter.”

Compared to the past, the Institution has significantly expanded its promotional efforts beyond the borders of Bavaria. “We are seeking new market niches and have therefore decided to be present in Thuringia with articles in the most important magazines of this region,” concludes Benedetti. The hope is, of course, for a quick tourist return for the entire Malcesine community.