In the landscape of experiential and sustainable tourism, Monferrato Explorer continues to be an undisputed leader thanks to the innovative vision of its founder, Adelio Debenedetti. Combining a passion for the region with advanced marketing strategies, Debenedetti has transformed the local resources of Monferrato into global value attractions. His participation in the Carpathian Economic Forum 2024 marked another significant step in expanding his philosophy of territorial development on an international scale.
Monferrato Explorer at the Carpathian Economic Forum: An Opportunity for Sharing and Innovation
The Carpathian Economic Forum is an annual event that brings together experts, industry leaders, and government representatives to discuss the challenges and opportunities of economic development in the Carpathian region. This year, Adelio Debenedetti participated as a speaker, presenting his talk on how the Alpine branding model could be applied to the Carpathian macroregion to create a successful regional brand.
An Integrated Model of Territorial Development
In his speech, titled "Creating a Macro-Regional Brand for the Carpathians through an Integrated Territorial Development Model," Debenedetti outlined an approach that goes beyond merely promoting products or experiences. He illustrated how a successful territorial brand must be based on the inseparability between brand promotion and territorial promotion. The case study presented by Debenedetti, the Monfreedom project, is a practical example of how a strong and cohesive territorial brand can be developed by leveraging best practices from other regions, such as Trentino Alto Adige in Italy and Provence in France.
Monfreedom: A Success Story in Sustainable Tourism
Monfreedom is an initiative within the broader Monferrato Explorer platform, which aims to promote Monferrato as a prime destination for experiential tourism. Through the promotion of local wine and gastronomy, Monfreedom creates an integrated offer that not only attracts visitors but deeply involves them in the cultural, historical, and natural context of Monferrato.
Adelio explained how this model could be replicated in the Carpathian macroregion to develop a distinctive territorial brand. He highlighted that Monfreedom's success comes from its ability to integrate enogastronomic promotion with that of the territory, creating unique experiences that tie local products to the landscape, culture, and traditions.
The Synergy between Brand and Territory: A Key Element
One of the most innovative aspects of Debenedetti's speech was his analysis of the synergy between brand and territory. He cited the example of Trentino Alto Adige, an Italian region that has managed to unite various enogastronomic brands under a single territorial promotion strategy. According to Adelio, this model can also be adapted for the Carpathians, where promoting the territory as a unique and unrepeatable experience could become the core of the branding strategy.
He also discussed Provence, in France, where lavender is not just an agricultural product but has become a symbol of the region itself, with promotional campaigns encompassing tourism, cosmetics, cuisine, and crafts. Debenedetti suggested that the Carpathians could adopt a similar approach by identifying distinctive products or experiences that could represent the entire macroregion.
An Inclusive and Sustainable Approach: The Monfreedom Model
Unlike other territorial promotion models like OnlyLyon, which relies on a centralized network of ambassadors and large capitals, Monfreedom stands out for its inclusive and community-based approach. Adelio Debenedetti explained that Monfreedom encourages direct collaboration with local producers, tourism entrepreneurs, local authorities, and other regional stakeholders, creating a sense of belonging and authentic engagement. This community-based approach allows tourists to enjoy genuine, high-quality experiences that are intrinsically linked to the territory.
The Monfreedom model does not require large initial capital but focuses on sustainable and accessible investments for local small and medium-sized enterprises. This makes it particularly suitable for the Carpathian macroregion, where economic resources may be limited. The idea is to create a resilient economic ecosystem where each actor contributes to collective success.
Lessons for the Carpathians: How to Build a Successful Macro-Regional Brand
During his speech, Adelio offered several insights on how the principles of Monfreedom could be applied to the Carpathians. He suggested creating a collaborative network that includes local producers, tourism companies, local authorities, and communities, promoting sustainable and integrated territorial development. He emphasized that to create a successful macro-regional brand, it is essential to consider the territory as a container for unique experiences that can only be experienced there.
He also proposed adopting an approach based on short supply chains and the use of local products, suggesting that local and regional authorities could encourage these practices through support policies such as tax breaks and access to subsidized financing. This strategy would not only reduce transportation costs and increase local economic value but also promote greater sustainability.
Towards a Future of Collaboration and Sustainable Development
Adelio Debenedetti's participation in the Carpathian Economic Forum 2024 represented an important opportunity to share the success model of Monferrato Explorer with an international audience. His innovative ideas on sustainable and inclusive tourism, based on the promotion of local products and cooperation among territorial actors, provide valuable guidance for building a strong and cohesive regional brand.
Monferrato Explorer continues to be an inspiring example for other regions looking to develop in a sustainable and distinctive way, showing how an integrated and collaborative approach can bring economic, social, and cultural benefits. The future of experiential and sustainable tourism lies in initiatives like Monfreedom, which put respect for the territory, its authenticity, and its community at the center.
Join Us in Promoting Monferrato and Other Regions of Europe
Learn more about Monferrato Explorer, the Monfreedom project, and our initiatives to promote ethical and sustainable tourism. Visit our website to learn more and to actively participate in our mission of territorial enhancement.
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