The aim is to create a programme of initiatives and activities to promote and enhance food and wine tourism, wine culture and quality wine. The aim is to educate people about responsible and attentive drinking and the art of hospitality. This is the general objective of the agreement signed today at Palazzo Strozzi Sacrati between Toscana Promozione Turistica (TPT) and the Italian Sommelier Association of Tuscany (AIS Toscana).
The agreement was signed by Francesco Tapinassi, director of TPT, Cristiano Cini, president of AIS Toscana, Stefania Saccardi, vice-president for agriculture, and Leonardo Marras, Councillor for Economy and Tourism.
The collaboration is part of the Vetrina Toscana project, launched by the Region in collaboration with Unioncamere to promote and highlight the traditions and characteristics of the food and wine range of tourist activities, attractions and services of the Region. “Tuscany,” said Stefania Saccardi, “was one of the first Regions in Italy to understand the importance and potential of food and wine tourism. Many professionals in the sector have worked hard to exploit this for the benefit of the land and the environment. It was in this context that the Vetrina Toscana project was born. The role of wine-producing companies is becoming crucial in preserving land and creating opportunities for employment and development. The TPT-AIS Toscana agreement fits into this framework and strengthens it.”
“We know very well,” said Leonardo Marras, “that food and wine tourism is a real motivation for many travellers. It’s an opportunity to taste many typical Tuscan products that are famous all over the world. It’s also a chance to get in touch with the world of production. The collaboration with AIS Toscana, which is part of Vetrina Toscana, allows us to strengthen this offer, which is no longer a niche, as food and wine tourism can also be an opportunity to extend the tourist season and diversify the offer.”
“Wine in Tuscany,” said Francesco Tapinassi, “is much more than just a product: it is the very essence of the territory, a deeply rooted cultural element that attracts visitors from all over the world and tells a story of harmony between man and nature, where the art of winemaking is interwoven with the art and beauty of the landscape. The agreement with AIS within the Vetrina Toscana project is a natural fit, given our shared commitment to promoting food and wine tourism and telling the story of quality wine. Together, we want to make the most of wine tourism: a major attraction and a way of understanding the territory that touches on themes of hospitality, sustainable tourism and Tuscan identity.”
“The Sommelier Association of Tuscany,” says Cristiano Cini, “is honoured to create a synergy with Toscana Promozione Turistica. We believe that this collaboration is an opportunity that goes beyond the educational aspect, which is the core of our activities: it represents a social link, and the stronger the link, the stronger the feeling of belonging to others and the most authentic soul of Tuscany. The common goal of this project,” concludes President Cini, “is to promote the cultural and traditional heritage that our Region is so rich in. AIS Tuscany, with its 13 delegations covering the entire regional territory, hopes to contribute to the common objectives of promoting wine, producers and food and wine tourism in the Region.”
A key point of the agreement is the identification of a series of joint actions aimed at increasing knowledge of wine, the places where it is produced and the restaurants and shops in Vetrina Toscana where it is sold. Among the ideas being developed is the creation of “tasting clips”, short videos produced in collaboration with AIS Tuscany sommeliers. These videos will be published on the Vetrina Toscana website, managed by the Fondazione Sistema Toscana, to explain how to taste wine and highlight the importance of quality and the culture of the identity of a product that is part of the history of the Region.
Other potential joint actions include strengthening the link between wine and typical agricultural products during the third level AIS course, introducing the Vetrina Toscana project to course participants and collaborating on the design of additional activities to be promoted at exhibitions, fairs, shows and events.
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