I’ll start introducing a theme like the importance of branding and image for a city that planed to be competitive with other tourism destinations.
Tuscany has always been a famous destination worldwide, in the past years there has always been the believe that for this particular reason the célèbre Italian region did not need further investments to promote its brand, as already strong; nowadays the issue is still controversial, and a inner consensus seems difficult to achieve. Nevertheless 17 million euro were spent to relaunch its new innovative image, as today Tuscany can offer more new facilities than in the past and a new concept of experience.
The competition for tourists begins with advertising as S. Fainstein argued. To attract tourists, it is important for local boosters to be able to project a ‘place identity’ that can transform ‘ordinary places and times into extraordinary tourist worlds’.
Because this is the way how the town councillor for tourism of Tuscany, Paolo Cocchi think and because he belive in the aim of giving a new impulse to tourism in Tuscany, he answers to the words of the Tourism Commission vice-president of the Regional Council, Stefania Fuscagni (Fi-Pdl): “It is fool to think that if a brand is strong in the market, it should not be sustained with promotional campaigns and investments”.
Stefania Fuscagni (Fi-Pdl) criticised the Region’s choice to invest 17 million euros in a campaign for the promotion of tourism, saying that these 17 million of euros should have been invested to develop infrastructures.
We will see if this promotional campaign will give the new opportunity to Tuscany in the next years.
Antonietta Fishta
London
