product group tourism and gastronomy, final conference ...€¦ · mountain areas ˜ growing...

RegioMarket, Final Conference, Friedrichshafen, 13th/14th February, 2008 1

Product Group Tourism and gastronomy, Final Conference, 13th/14th February 2008

Report by project partner Province of Belluno/IPSAA


Belluno

A landscape shaped fromthe ice and the history


The Dolomites (Passo Falzarego)

Annual precipitation: 1156 mm/year

Annual average temperature: 2,3 °C

The preAlps (Feltre)

Annual precipitation: 1462 mm/year

Annual average temperature: 10 °C

RegioMarket, Final Conference, Friedrichshafen, 13th/14th February, 2008 7N


Tourism Flow in Belluno in the years

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

6.000.000

2001 2002 2003 2004 2005 2006

The marked difference between presences and arrivals is a clear indication that tourism is still very much based on day-trippers. Few visitors choose to stay in the area, remain overnight, have meals and enjoy the cultural activities organized in the area. (Threats)

arrivals

presences


0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

janua

ryfeb

ruary

march

april

may june july

augu

stse

ptembe

roc

tober

nove

mber

dece

mber

Tourism Flow in Belluno in the seasons

During the autumn, the harvest season on the agricultural calendar, a wide range of markets and festivals are held with the aim of valorizing local food produce.The chart, however, indicate that from a tourism point of view, there is very little movement during this season. (Threats)


Attributes of the product/supply (infrastructures, accommodation, services, products, food and wine, etc.) 37,3% (Opportunities)


Contact with nature is the most important element, and those interviewed indicated the Veneto Region as top of the table for practising activities of this type in Italy. (Opportunities)


2%

22%6%

71%

€ -

€ 10.000.000

€ 20.000.000

€ 30.000.000

€ 40.000.000

€ 50.000.000

Forestry production

Livestock production

Arboreous plants

Herbaceous plants

Percentage value distribution of revenue from the agriculturalsector Province of Belluno, 2004

These data clearly demonstrate the importance of the livestock sector, but this is a threat because:

•Need of deep knowledges to work with the animals;•Need of high investments to do the activity;•Need to stay in the farm for 365 days.

These characteristics make the sector not attractive for the youngers, so the average farmer in Belluno is 65 years old.


If the livestock sector has these limitsDoes any alternative exist?


The migration phenomenon in the Province of Belluno was particularly intense during the 1960s.

The local people moved towards richer European countries, which led to the depopulation of rural villages, and the abandonment of the piedmont hill areas.

In recent years there has been a significant return to the cultivation of chestnuts in the area, and the Feltre walnut variety has undergone a new lease of life. The local landscape has come back to life, and is producing a range of fruit and nuts once more, as a result of actions carried out to clear the undergrowth, reclaim tree-covered fields, pruning and stumpgrafting.

The Chestnut and the Walnut


Minor agrarian productions (barley, spelt, potatoes, beans, walnuts, apples) and agrarian landscape

The diversification of the so-called “minor” agricultural productions linked to the tradition of the Belluno Dolomites generates a “sustainable” agricultural eco-system able to establish an excellent rapport with the natural eco-system.

At the same time, the landscape this creates is extremely attractive for tourists, as well as being appropriate to the current – and growing –demand for environmentally-friendly recreational activities.


Cultivated biodiversity and traditional food specialities

The recovery and the conservation of biodiversity cultivated in situ is not only a necessary technical-scientific and socio-cultural contribution; it also provides a range of particularly interesting food products, which are increasingly popular with ecologically-aware consumers interested in gastronomic tourism and in healthy, quality produce.


SWOT analysis

the Opportunities, Threats, Strengths and Weaknesses of the Environment, Primary and Tourism Sectors


� Lack of maintenance of the environment due to the abandonment of marginal areas.

� Lack of an integrated approach to territorial strategies� Reduction in the entrepreneurial class in the agriculture

and forestry sector � Lack of economic interest in cultivating forests in the

absence of specific interventions in favour of such activity

� Reduction in biodiversity in forest environments

� New demand deriving from the management of environmental resources

� Wide agreement throughout society on the importance of protecting the environment

� Possibility of innovative projects for new energy technologies

� Strong increase in demand for nature tourism at both national and international level

� Possibility for agricultural firms to supplement their income with resources earmarked for the protection of Natura 2000 Sites

THREATSOPPORTUNITIES

� Mountain area with low-density population � Limited visibility and lack of coordination between

protected areas � Hydro-geological instability phenomena as a result of

the difficulties involved in maintaining the environment� Lack of connection between the actions carried out to

maintain and protect the environment and those carried out to enhance and promote the area, because the local environmental heritage is not always perceived as an important resource for development.

� Natural, environmental and landscape resources � Presence of protected areas and areas of great

environmental importance � Historical and cultural resources � Possibility of producing energy from renewable

sources � Presence of rural buildings of historical and

architectural interest

WEAKNESSESSTRENGTHS

LOCAL AREA AND ENVIRONMENT


� Reduction in policies designed to support firms in mountain areas

� Growing interest from the national and international markets in traditional local farm produce.

� Enhancement and promotion of produce through local markets and restaurants


� Structural disadvantages for businesses in the agriculture and forestry sector

� Difficulty in safeguarding rural environment and landscape

� High production costs, partly due to the morphology of the area

� Need to qualify production � Lack of organization in the fruit and vegetable chain � Lack of an integrated approach to territorial strategies� Absence of a technical services system for businesses � Difficulty to set up young businesses

� Presence of recently-created Forestry Associations and Consortia

� Environment inclined towards quality production � Presence of a consolidated dairy and cheese-

making sector with high quality production � Importance of natural resources (protection of the

environment and landscape) and of the external effects

� Presence of prestige areas

WEAKNESSESSTRENGTHS

PRIMARY SECTOR


� Change in the type of demand from the tourist industry � Reduction in the average amount of time spent in the

area by visitors � Growing competition from other tourist areas � Fragmentation of cultural tourism as the initiatives to

support it become less effective.

� Growing demand for active, diversified tourism and for environmentally-friendly tourism

� Very well-known area both in Italy and beyond � Very attractive destination as a result of the

protected areas present � Support for collaboration and cultural activities,

also trans-national cultural activities � Spread of new technologies to enhance and

promote local cultural heritage


� Insufficient diversification of tourist products � Decline of the urban environment in the smaller towns

in the area � Lack of an integrated approach to territorial strategies

and inadequate communication and promotion activities� Lack of professional and entrepreneurial skills in some

areas � Problems with the road network, parking and public

transport � Lack of variety of restaurants; lack of typical,

characteristic local-style restaurants� Existing cultural and environmental resources

insufficiently exploited � Lack of an integrated approach to territorial strategies

� Natural, historical, artistic and cultural heritage � Existence of a wide network of walking paths

which can be exploited to create alternative tourist routes

� Presence of a large number of professional hotels and restaurants

� Presence of a wide network of non-hotel accommodation, also private accommodation, and an agritourist system able to provide both produce and accommodation

� High concentrations of downhill skiing facilities and installations

� Large number of museums and well-structured cultural groups able to organize a wide range of initiatives

� Important historical and cultural sites

WEAKNESSESSTRENGTHS

TOURISM


The Definition of a rural district given by Regional Law 40/2003 (art.7) is that of an economic-territorial system with the following characteristics:

•agricultural production coherent with the natural inclinations of the area; •uniform historical identity;•consolidated integration between rural activities and other activities; •production of particularly specific goods and services, coherent with the traditions and the natural inclinations of the area.

This definition attributes a central role to agriculture – not only in terms of production, but also in a socio-territorial and environmental context

The Rural District of the Province of Belluno

Reg. CE 1698/2005Law number 40/2003, Veneto Region


Best practices, cooperation

Some points of excellence that the province is able to boast:

•in the livestock and dairy farming sector, with the production of high-quality cheeses;•of the Lamon bean, the only PGI label product in the province;•of sheep meat, with the development of the Alpago lamb as a niche food product.

These best practices are also to be understood as the application of methodologies that the area has used in order to carry out such economic experiences.

Particular attention is devoted to forms of production based on respect for the environment, an extensive-type agricultural system and the strict observance of production regulations and protocols.

Inside this methodology is also

The Cheese Route of the Belluno Dolomites


The idea of “building” the Cheese Route was aimed at valorizing Belluno’s dairy and cheese production

creating a synergy with the hotel and restaurant sector, to find new ways to give an added value to our dairy products, by drawing particular attention to the product – local area – consumer connection.

Initiatives undertaken with the RegioMarket Project:

Enhance the “Cheese Route of the Belluno Dolomites”, with restaurateurs offering other local products in addition to dairy products


General objectives of the initiative

Implementation of the local territorial marketing strategy, through the valorization of local specialities and the traditional food and farming culture;

Increase in quality of tourism in the province, through the interaction between the tourist industry and the food and agriculture sector, re-creating the relationship between internal supply and internal demand;

Proposing a map of the local food and agricultural products and a gastronomical itinerary of the Belluno Dolomites, describing the sophisticated range of local products in order to render them more accessible and attractive;

Protection and conservation of Belluno’s environmental resources, through the valorization of operators in the agricultural sector and of their marginal products. These operators, working in environmentally-sustainable conditions, are able to provide products which are attractive to the outside market and contribute to shaping the landscape.


• We didn’t want to create a different proposal with new operators, a new association and regulation.

• A traditional gastronomic proposal, with its brand, already exists.

• The new name could be The Cheese and Flavours Road of the Bellunese Dolomites, according to the original project

• It is a brand which concern the tourism services, the producers and the products

definition of brand: overview


the use of the brand

• Cheese factories• Restaurants• Brochures• Map• www.infodolomiti.it


• Cheese factories• Restaurants• Brochures• Map• www.infodolomiti.it

the use of the brand


• We have considered only the products inside the “The National List of the Agrofood Traditional Goods” and those with official appellation. In our territory, this kind of products are 35.

• Other 26 products have been monitored, which are goods not included in the National List and without any appellation.

Products survey


• The 35 goods have been ordered following five criteria:– Presence of a protection association;– Presence of an appellation;– Presence of a technical production regulation;– Presence of clear product standards;– Good level of production, for the local market demand.

Products survey


Products survey

The new 12 goods in the route


[email protected] ROSANNA3478322665PIAZZA CAORERA, 32030 CAORERA DI VASPRO LOCO CAORERAZUCCA SANTA BELLUNESE

[email protected] BIN FLAVIO0439840202VIA VELLAI, 32032 FELTREISTITUTO AGRARIO IPSAA FELTREVIGNETI DELLE DOLOMITI

[email protected] OLDANI DENIS0439-799989 329-5961474

Via C. Rizzarda, 21-C/O C.M.F. FELTRE

CONSORZO DI TUTELA DEL POM PRUSSIANPOM PRUSSIAN

[email protected] PIERENZO3335485083VIA TOSCHIAN 14, 32030 CESIOMAGGIORE

GRUPPO PATATICOLTORI DI CESIOMAGGIOREPATATA DI CESIOMAGGIORE

[email protected] TOFFOL FRANCESCO0437215111

PIAZZA DEI MARTIRI, 16 - 32100 BELLUNOASCOM BELLUNOPASTIN

[email protected] EUGENIO3204228471VIA TOSCHIAN 14, 32030 CESIOMAGGIORE

COOPERATIVA GRICOLA LA FIORITAORZO BELLUNESE

[email protected] GIUSTI VALERIO3471667814Via C. Rizzarda, 21-C/O C.M.F. FELTRE

CONSORZIO DI TUTELA DEL NOCE FELTRINONOCE FELTRINO

[email protected] ETTORE0437940055Via Papa Luciani 1, LIMANAAPIDOLOMITIMIELE DELLE DOLOMITI BELLUNESI

[email protected] DANILO3385994591Via C. Rizzarda, 21-C/O C.M.F.

FELTRE

CONSORZIO DI TUTELA DEL MARRONE E CASTAGNO FELTRINO

MARRONE FELTRINO

[email protected] MAURO3331092586VIA GREI, C/O BIBBLIOTECA -CESIOMAGGIORE

CONSORZIO DI TUTELA DEL MAIS SPONCIO

FARINA PER POLENTA DI MAIS SPONCIO

[email protected] PENCO TIZIANA3284013143

C/O C.M. FELTRINA Via C. Rizzarda Feltre - Pro Loco Lamon Via Resenterra Lamon

CONSORZIO DI TUTELA DEL FAGIOLO DI LAMON DELLA VALLATA BELLUNESE

FAGIOLO DI LAMON DELLA VALLATA BELLUNESE I.G.P.

[email protected] ALESSANDRO -MASIN MAURIZIO

3356313705C/O ALESSANDRO FURLIN VIA MICEI, 8 - TAMBRE D'ALPAGOASSOCIAZIONE FARDJMAAGNELLO D'ALPAGO

E-MAILCONTACTTELTHE SEAT OF THE REFERENCEREFERENCEPRODUCT

Products survey


Self-evaluation of the results obtained is carried out using a scheme which sums up the quality control criteria for regional marketing initiatives concerning tourism and gastronomy. This classification system was drawn up by Dr. Paola Gatto and Dr. Giovanna Toffanin, CONTAGRAF, University of Padua.

BEFORERM

AFTERRM

1 Institutional Criteria1.2 Checks and inspection visits

1.2.1 Inspection visits from external bodies X1.2.2 Preliminary and periodic checks X

Self-evaluation of results obtained

2 Technical Criteria 2.1 Products proposed on the menus

2.1.1 Use of traditional, local, typical produce in menus Partially X2.1.2 Use of products from sustainable agriculture Partially X2.1.3 Use of seasonal products Partially X

2.2 Composition of menu 2.2.1 Menu offers local recipes 2.2.2 Presence of a local wine list X

3 Environmental Sustainability Criteria 3.1 New buildings in line with local architecture 3.2 Importance given to the valorization of autochthonousplants and the specific characteristics of the local landscape

Partially X

3.3 Information provided on environmental best practices Partially X3.4 Use of energy from renewable resources Partially3.5 Importance given to reducing and recycling waste 3.6 Use of largely low-consumption electricity 3.7 Importance given to reducing the amount of water used Partially


Self-evaluation of results obtained

All initiatives can be effective provided they are placed within an organized system, which has a vision of the future and has indicated a series of shared objectives. In this sense, the work carried out within the RegioMarket project was preceded in the Province of Belluno by the setting up of the Rural District.

In this case, the District provides the work group with a series of tools useful for planning, such as for example SWOT analysis. The work group, provided it is also operating within a context of interregional exchange, will find benchmarking a useful tool for improvement.

Benchmarking

Rural District

product group tourism and gastronomy, final conference ...€¦ · mountain areas ˜ growing...

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