Agreement signed as part of the Interreg project to turn the town centre into a tourist destination

 Along a path paved with a series of actions and initiatives aimed at transforming Sondrio into a tourist destination, the Municipal Administration met Visit Italy, an independent cultural and tourism platform, and its founder, Ruben Santopietro, a nationally recognised expert in territorial marketing and the theorist behind the Equazione della sostenibilità turistica, a successful territorial marketing strategy built on four pillars: identity, target audience, multi-channel approach and a system. This sense of alignment and shared vision came to fruition in the signing of an agreement focused on territorial promotion within the Interreg Valleys4Actions project. Hosted in April as part of “Sondrio primavera”, with a well-received speech at the centre of the conference “Sondrio, cuore della Valtellina e rete di sinergie tra cultura e turismo sostenibile”, it will stand alongside the Municipality to strengthen the brand and improve its presence on the web and social media. A three-year agreement that starts from the identity of the area and its distinctive features: a unique tiered landscape in Europe, a top-tier food and wine tradition, nature that’s accessible all year round, and an authentic historic centre linked to Alpine culture. Visit Italy can support the Municipality in building a coherent narrative based on four key resources: nature and slow travel, food and wine, outdoor and sport, and Alpine culture and lifestyle. A coordinated initiative, perfectly in line with the commitments the Municipality of Sondrio has taken on as lead partner for Valleys4Actions, which includes promoting innovative cultural proposals, raising awareness of the tourist and cultural circuits, and carrying out marketing activities on online channels, with the aim of highlighting the destination’s uniqueness and increasing national and international visibility.

«Over these years, as the Municipal Administration we have been committed and have invested resources with the aim of ensuring development prospects and offering new opportunities to our young people,» highlights the mayor, Marco Scaramellini — «The process is long and by no means straightforward, but it is clear that the actions promoted—both in terms of organising events and modernising services—have improved Sondrio’s appeal and boosted its profile. Visitor numbers in the city and footfall at the Infopoint show that tourism is growing, but we’re also aware that we’re only at the start: we need to further develop Sondrio’s potential by taking advantage of the opportunities offered through the Interreg project, in which we act as lead partner and driving force for the other participating areas». «This is a decision aimed at enhancing and promoting the area’s strong points, within an Alpine system that stretches across four valleys,» adds the Councillor for Tourism Michele Diasio. «Given the actions already carried out, the encouraging results achieved and the ambitions we have for our city, it was important to have a guide, because that’s what we see in Santopietro: someone who can develop an authentic, internationally relevant narrative for the area—one that highlights the role of the city as a gateway to a place rich in culture, nature, traditions and sustainable experiences. We’ve chosen his professionalism, his ideas and the power of the web campaigns to spread the message, which fits well with the objectives of the Interreg Programme, to attract visitors all year long».

The aim is to position Sondrio within a broader narrative, consistent with the Valleys4Actions strategy and the goals of the Interreg Programme, promoting a destination that can integrate cultural heritage, Alpine landscapes, local produce and slow tourism. By highlighting historic routes that link Valtellina with the surrounding areas, such as Valposchiavo, Valmalenco and Valchiavenna, it will be possible to strengthen the perception of an integrated cross-border tourism system, capable of offering authentic experiences throughout the year.