A meeting in Castelluccio Valmaggiore on the future of tourism promotion
On Thursday 9 July, a training day on tourism communication for the Alta Valle del Celone was held at the Municipal Library of Castelluccio Valmaggiore.
The initiative, organised by Omero su Marte, was led by Valentina Mastropasqua, head of the project to create the tourist destination brand “Alta Valle del Celone – Autentica per natura” (Authentic by nature).
An event designed to pass on skills, tools and vision to those who, in the coming months, will help tell the story of the valley and promote it.
A path that starts from the identity of the territory
The training day comes at the end of a major effort to build the destination’s coordinated image.
In the previous months Omero su Marte had followed several strategic and operational phases: from analysing the destination to creating the tourism brand, from producing the coordinated graphic materials to developing the website, and finally producing a podcast/guide and several promotional videos about the valley.
A process aimed at enhancing the authentic identity of the Alta Valle del Celone and making it recognisable, accessible and attractive to visitors, travellers and local communities.
Training new people to communicate the destination
The main aim of the meeting was to train future candidates to manage the destination’s communication.
During the day, participants got to know the main communication tools needed today to tell the story of a territory: from strategy to content production and the use of digital tools.
The training offered a practical overview of how to communicate the Alta Valle del Celone – Autentica per natura brand consistently, keeping a recognisable style that respects the values of the destination.
Three modules for effective communication
The programme was divided into three main modules:
Destination marketing strategy
The first module explored the valley’s tourism positioning and the importance of building a narrative that highlights landscape, community, traditions and experiences.
Communication strategy
The second module focused on how to tell the destination’s story, identifying the most suitable tone of voice, key messages, content and channels.
Using digital tools
The third module covered the practical use of the digital tools designed to promote the destination, with particular attention to the website, multimedia content and the materials already produced.
An all-female group
Nine people took part in the day: nine women from the three villages of the Alta Valle del Celone, all with previous experience in tourism and great enthusiasm for the project.
Their attentive and engaged participation confirmed the territory’s interest in the activities already carried out and in the next phases of communication and promotion.
A new step for the Alta Valle del Celone
The training in Castelluccio Valmaggiore is a further step in the growth of the destination.
After the creation of the brand and the communication tools, involving local people becomes essential to give the project continuity and to tell the story of the Alta Valle del Celone with authenticity, skill and passion.
Because a destination truly comes alive when its communities recognise it, care for it and tell its story.