ITALY (eTN) – The world in one province: a mixture of landscapes and natural gems full of history, legends, and traditions can be found in the South of Italy. The province of Salerno believes in the development and reinforcement of the tourism industry in the coming years, and this is the reason for recent participation by the province of Salerno at main travel marts, not only in Europe.
The strategies for the promotion of the destination will be presented by the President of the Provincia di Salerno on the occasion of the most important tourism exhibition in Europe. After the past edition of the World Travel Market in London, the province of Salerno’s immediate presence will be at BIT Milano February 16-19 and at ITB Berlin March 7-11, 2012.
The province of Salerno got a consolidated touristic tradition, thanks to the richness of its resources: from the Amalfi Coast to Cilento, to Vallo of Diano, from archeological sites to art, from cultural initiatives to parks, to nature, to the environment. Salerno possesses great landscape and environmental richness that can increase and reinforce its international tourist presence. Following this direction, the province of Salerno has elaborated a dedicated strategy to promote and to enhance its resources.
“It is a priority to invest [in] its richness and its unique landscapes,” explained the President of Provincia di Salerno, Edmondo Cirielli, “We strongly believe [in] the investment [of the] travel industry and on foreign markets, in particular, in order to increase our tourist arrivals. [The] European market is strategic, and we are sure we can offer unique travel experiences on its territory – we can think about the renowned Amalfi Coast with Ravello, Positano, Amalfi, and the famous Certosa di Padula.”
The province of Salerno develops itself between the Amalfi Coast, one of the most fascinating tourist destinations in the world, the Agro Nocerino Sarnese, the Piana of Sele with archeological deposits of Paestum, and the Coast of Cilento.
In addition, the province of Salerno is known for the variety and the quality of its gastronomic products. The delicacies are represented by mozzarella di bufal and the wine and oil of the hills of the area of Salerno. In this land, was born the Mediterranean Diet, which is based on natural food typical of the region, from which the American scientist, Ancel Keys, discovered the uniqueness of its nutritional values. The province of Salerno, the acknowledged homeland of Mediterranean Diet, is recognized by UNESCO as an “Intangible Cultural Heritage of Humanity,” with Pollica as its capital.
Around half of the surface of the province of Salerno is part of UNESCO World Heritage List for uniqueness, for extraordinary beauty of its places, and for its environmental biodiversity – 93 of 158 towns are inserted in the UNESCO World Heritage List.
The province of Salerno has a strong identity of the territory: it has the ability to promote specific marketing actions – Internet, low-cost flights, mass marketing, independent tourism, and different travels that can be combined, preserving the balance between local identity and internationalization.
It provides a flexible marketing mix that can be adapted to different realities, as commented the President, Edmondo Cirielli: “The province is even more involved in the elaboration of different proposals based on the real needs of the two most important areas of the province. We intend to reinforce more and more the travel market, supporting the flow of foreign visitors in a constant and durable way, in order to encourage the promotion of the territory and the travel package towards international markets.”
