Ministry of Tourism Funding

Project title funded by the Ministry:
“Go-Ivrea: From UNESCO World Heritage Site to Tourist Destination”

Funding amount: €295,614.65 – CUP G79I22002180001

Project Partners:

Lead Municipality: Municipality of Ivrea (TO) – Piedmont Region

Partners:

• • Confindustria Canavese
  • Ascom
  • Confesercenti
  • Canavese Development Agency
  • Turin and Province Tourism Board

The project aims to build on the appeal of the UNESCO World Heritage Site at both national and international level, extending its benefits to the city as a whole, the surrounding area, and its diverse cultural, archaeological, environmental, sporting, and food-and-wine tourism offer. It seeks to highlight both the distinctive features of individual attractions and the connections between them, developing an enhancement strategy that preserves the former while capitalising on the latter, providing visitors with a coherent and comprehensive overview. The project’s guiding principle is that the UNESCO World Heritage Site serves as both an opportunity and a driving force for promoting the city’s tourism offer. It brings together and promotes Ivrea’s wider tourism assets through a twofold approach: one physical and the other digital. The project coordinates communication and promotional activities, strengthens the UNESCO World Heritage Site’s appeal beyond the local and national context, and develops an integrated tourism offer to support an effective destination marketing strategy that takes into account visitors’ interests, length of stay, and expectations.

General Objectives:
To establish Ivrea, building on its UNESCO World Heritage Site, as an attractive tourist destination not only for its renowned major events, but also for the diversity of its tourism offer, in line with post-pandemic travel demand: UNESCO heritage, art, history, culture, outdoor activities, and food and wine, all set within a welcoming natural environment well connected to major transport routes. To foster the development of the local tourism and commercial sectors. Priority Areas of Action. To equip both the UNESCO World Heritage Site and the city with an integrated digital platform and social media ecosystem, bringing together existing web initiatives and enabling visitors to plan and book their itinerary, discover available experiences during a specific period, choose where to stay and dine, book guided tours, find shopping opportunities, and more. To adopt a standard that enables digital interoperability among multiple stakeholders, allowing them to operate independently. Visitors will access the platform through the UNESCO World Heritage Site portal while also being able to navigate directly to the information that best matches their interests. The platform will be interoperable with italia.it. To strengthen tourist reception and information services, as well as the wayfinding and signage system for both the UNESCO World Heritage Site and the city. To enhance visitor facilities and interpretation spaces, starting with the Visitor Centre. To develop and maintain tourist itineraries and improve visitor technologies for both certified tour guides and independent visitors. To create accessible routes for people with special accessibility needs. To establish a bike-sharing system at the two main visitor departure points: the UNESCO Visitor Centre and the Tourist Office. To expand tourism opportunities by creating integrated visitor experiences that encourage inbound tourism and longer stays. To provide language and cultural training for tourism professionals. To implement marketing and communication strategies, public relations activities, and participation in trade fairs.

The following activities are planned, in summary:

• Development of digital tourism enhancement and promotion tools – Integrated digital platform
• Development of tourist itineraries – Tourist information and wayfinding system
• Development of tourist itineraries – Urban itineraries
• Development of tourist itineraries – E-bike sharing station
• Marketing projects and event organisation – Communication, public relations and trade fairs
• Marketing projects and event organisation – Language and cultural training for tourism professionals
• Building, structural and technical works – Renovation of the Tourist Information Office (IAT)
• Marketing projects and event organisation – Updating and reprinting maps and printed information materials
• Installations at cultural and landscape sites – Graphic redesign and maintenance of the Visitor Centre and MaAM Stations
• Development of tourist itineraries – Enhancement of visitor tools