Interview: How One Italian Tourism Board Banks on Local Products and Food
Photo Credit: The tourist board's logo is laid over local produce to promote the region's culinary tourism. Emilia-Romagna Region Tourist Board
Skift Take
Emilia-Romagna can't be considered a success story yet, but its everyday efforts mirror the work of many lesser known destinations and the opportunities that digital media provides to define their offering and broaden their audience.
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Editor’s Note: Skift is publishing a series of interviews with CEOs of destination marketing organizations where we discuss the future of their organizations and the evolving strategies for attracting visitors. Read all the interviews as they come out here.
This continues our series of CEO interviews that began with online travel CEOs in Future of Travel Booking (now an e-book), and continued with hotel CEOs in the Future of the Guest Experience series (which is also an e-book).
Emilia-Romagna is a region of northern Italy and home to some of the country’s most iconic products including Ferrari cars, Ducati motorcycles, Parmigiano Reggiano cheese, and balsamic vinegar from Modena.
Among tourists, however, the region often takes a back seat to the country’s most well-known destinations including Rome, Florence, and the Amalfi Coast. Emilia-Romagna hosted just over 9 million visitors in 2013, of which 28 percent came from abroad,
