Enhancing and promoting Tuscany’s outstanding products on a national and international scale and improving the hospitality for wine and food tourists. These are the objectives of the agreement signed this afternoon between the Federation of Tuscan Wine, Oil and Taste Routes and Toscana Promozione Turistica on the occasion of the 4th Regional Conference on Agriculture.
“I believe,” commented Vice-President with the mandate for agriculture Stefania Saccardi, “that any form of agreement that goes in the direction of promoting and enhancing the work carried out every day by farmers and entrepreneurs of wine, oil, and quality agricultural production in Tuscany deserves to be highlighted. We are familiar with the philosophy that guides the Federation of Wine, Oil and Taste Routes and this is also why we support it, precisely because of the valuable work it performs in directing the many visitors who choose this region towards the excellence that it expresses and that makes it so unique.”
“Food and wine have become a real motivation for travelling: people choose to come to Tuscany to taste the top-quality products that distinguish our region, to have direct experiences in contact with the producers,” remarked Leonardo Marras, Regional Councillor for the Economy and Tourism of the Region of Tuscany. “Agricultural products are an international calling card for Tuscany, and this is also why we have decided to integrate the spheres of wine and olive oil into Vetrina Toscana, with all their richness, uniqueness, and consolidated experiences, as well as those still to be realised. It is a way to complete the network that animates the project and to make our proposal even more structured and attractive to the world, while at the same time stimulating producers to continue to invest, feeling that they are an integral and active part of the great Tuscan community.”
The Federation of Tuscan Routes adheres to the Vetrina Toscana project and supports the entry of individual enterprises into the regional project that promotes food and wine tourism. The Routes united in the Federation of Tuscan Routes are an important heritage: they cover 5000 kilometres of regional territory and have more than 2500 associates.
The goal is to foster the sustainable development of the food and wine and tourism sectors, creating synergies and offering opportunities for development to local operators and producers, also thanks to a programme of activities for the successful presentation of identity products. The initiatives foreseen are focused on the hospitality and tourist promotion of the territories linked to the representative products of the Region of Tuscany, such as olive oil, wine, cured meats and cheeses, and include tourist promotion and incoming services, educational tours for buyers and journalists, exhibitions, fairs and events. The agreement also provides for the exchange of good practices, the sharing of materials, information and data and the promotion of quality standards, as well as the search for resources for shared projects at the national and European Union levels.
The Federation of Tuscan Wine, Olive Oil and Taste Routes and Toscana Promozione Turistica also undertake to build a de-seasonalised system of tourist flows, enhancing the territory’s essential services and promoting sustainable tourism and the authenticity of territorial identities, and to contribute to the construction of a territorial range of offers that allows for an extension of the opening period and the valorisation of lesser-known destinations, also through the development of tourist promotion activities through the management of territorial information centres linked to the Tuscan rural network.
“The Federation of Tuscan Wine, Olive Oil and Taste Routes,” said the director of Toscana Promozione Turistica Francesco Tapinassi, “represents the first experience at the national level of coordination of wine routes belonging to a region. It is a far-sighted vision for the promotion of wine and food tourism, like that of Vetrina Toscana, which was created no less than 23 years ago to promote tourism through the food and wine identity of Tuscany. The agreement is the ratification of an important synergy for even more widespread promotion of the territories and their unique attractions.”
Satisfaction was also expressed by Pier Paolo Lorieri, President of the Federation of Tuscan Wine, Olive Oil and Taste Routes, who undersigned the protocol. “Thanks to this Framework Agreement, we have taken another step towards the full expression of the potential that our territory holds. The ratification and sharing of common programme lines and objectives in the agricultural and tourism sectors represent a further reinforcement of the value of both sectors. Thanks to synergic and shared programmes, we will be able to express all the valuable richness of this land, which is increasingly becoming an attractive destination for local and international food and wine tourism.”
The collaboration has already several shared projects to its credit, such as Toscana Wine Architecture, the network of companies, established in 2017, that brings together important design wineries, the first example in Italy to valorise wine, architecture and tourism, and the StraFesta Toscana, a calendar full of events organised and promoted by Tuscan Wine, Oil and Taste Routes in collaboration with Vetrina Toscana.
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