The Val di Non and Val di Sole Apples and Flavours route: a successful territorial marketing strategy

Diversify the tourism offer in Trentino Alto-Adige (Italy), a famous destination that attracts thousands of tourists for its mountain trails and hundreds of miles of ski slopes. A diversification of local tourism offer, involving local stakeholders and supported by a specific territorial marketing strategy, can bring benefits to small farmers, restaurants and many other local actors, especially in the marginal area of the region. One of the main goals of the "route" is to assure a constant flux of tourists all year long, offering interesting activities and events in all seasons.

Numerous traditional agri-food supply chains, strongly linked with the territory, are present in the area. Some of them are well-structured but, very often, appear isolated and not well connected with the classic tourism offer of Trentino Alto-Adige, focused mainly in two seasons: summer for trekking and winter for skiing.  "The Val di Non and Val di Sole Apples and Flavours route", founded in 2004, is a mixed public (tourism office) and private (local companies-facilities) initiative created to connect (by a virtual road) the different local producers and promote an alternative tourism offer, involving all actors included in some specific local agri-food supply chains.

Sara Covi, marketing@stradadellamela.it, www.stradadellamela.it

Trentino Sviluppo S.p.A., 2019. Strade del Vino et dei Sapori del Trentino. https://www.tastetrentino.it/ (accessed 30 September 2019).