How do you create value in a territory? With tailored projects and a lot of digital innovation.
Enhancing a territory is a necessary activity for fostering the economy of towns, cities, and regions, particularly in inland areas or those at risk of decline and depopulation. The challenge lies in transitioning from the concept of a place to that of a destination, from the idea of a vacation to that of an experience.
Failing to promote and spread knowledge about your territory during low-traffic periods, neglecting efforts to improve hospitality, or not seeking out elements of attraction and interest are serious oversights that can undo all prior efforts.
Planning, research, and the dreams of travel take shape precisely during the periods furthest from holidays and outings, when the desire for escape is strongest.
You need to make your territory visible, desirable, and memorable so it can be added to tourists’ wish lists and eventually transform into a positive and lasting memory.
When should you start this activity?
Yesterday!
But if you haven’t started yet, consider it today! Don’t wait until summer or the Christmas holidays.
After the difficult years of the pandemic, the desire for escape, self-care, and personal well-being has increased—just as comfort food was craved during lockdown: in 2020, chocolate consumption rose!
Travel is our daydreaming, our leisure, and our escape. Tourism is the search for new experiences far removed from daily life.
How do you enhance a territory?
You must act in the present, remember the past, and keep an eye on the future. Act continuously and in a structured way.
There are several actions to take, and the first is undoubtedly to rediscover and speak about the Genius Loci, making it known.
Every place can be a destination, but each has its own peculiarity, and it is precisely this uniqueness that should be highlighted in its storytelling.
The first step, therefore, is to think of your territory exactly as a product to be sold, a brand that makes your proposal stand out among thousands of others.
What are the first steps?
Study a territory to tell its story! Analyze in-depth its characteristics, peculiarities, history, architecture, customs, and traditions. This way, you can uncover its cultural heritage: the set of tangible and intangible assets that, due to their historical, cultural, and aesthetic significance, constitute the wealth of a place and its people.
How do you tell the story of a territory?
The storytelling of a place happens on different levels, all with a single goal: to evoke emotions.
- On the physical and material level, the destination’s accessibility must be improved through thematic routes, signage, maintenance, and lighting of points of interest.
- On the activity level, events and tailored initiatives can be created to engage visitors and residents, turning places into attractions.
- On the digital level, a dedicated system can be built, based on geolocation and descriptions of places, enabling users to explore the destination remotely or on-site and access all available services in real-time.
And after the trip, the experience can continue through virtual visits and events, the purchase of local products, and the enrichment of routes with new content.
We at Skippers Project work with territories in a continuous effort of research to rediscover, enhance, and design all the necessary actions to transform a territory into a true brand.
To learn more about our services, contact us at: info@skippersproject.com.
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