“Costa dei Trabocchi” territorial brand
Published on 21 February 2020
Italy
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About this good practice
Public policies developed in the framework of the European Fishery Fund, of the European and Maritime Fishery Fund and of regional laws have contributed to the valorization of the s.c. “Trabocchi”. Furthermore, public-private initiatives (i.e. LAGs, FLAGs, Parks, Destination Management Companies, Product Management Companies and the coastal contract for the protection and enhancement of marine resources) have enhanced the brand “Costa dei Trabocchi” which now identifies a territory making it more attractive for potential visitors and tourists,. Local people feel also identified and satisfied with their life quality and local economic operators feel engaged themselves in the promotion of this territorial identity. The “Costa dei Trabocchi” brand has not been anyway registered.
“Costa dei Trabocchi” became then the brand that identifies the Trabocchi Coast, which corresponds to the coastal stretch Adriatic of province of Chieti (Abruzzo), a 70-kilometer coast from Ortona to San Salvo, with coves and reefs below the hills that end at the Adriatic Sea marked by the spread of Trabocco, fishing construction on piles. It is a stretch of coast famous throughout Italy for its natural beauty and for its diversity: each of the towns of the Coast maintains its own characteristics and traditions.
“Costa dei Trabocchi” became then the brand that identifies the Trabocchi Coast, which corresponds to the coastal stretch Adriatic of province of Chieti (Abruzzo), a 70-kilometer coast from Ortona to San Salvo, with coves and reefs below the hills that end at the Adriatic Sea marked by the spread of Trabocco, fishing construction on piles. It is a stretch of coast famous throughout Italy for its natural beauty and for its diversity: each of the towns of the Coast maintains its own characteristics and traditions.
Expert opinion
The practice is an excellent example of the strength of a touristic brand. The brand, generally accepted by different stakeholders, has imposed itself over the years and in this way has strengthened regional identity in relation to tourism and its formats: sea tourism, culinary experiences, cycling, etc. The brand has combined nature-related experiences and tangible and intangible cultural heritage.
The approach could be developed to geographical regions (within one or more administrative regions) who have the ambition to coin a regional brand for better uptake of tourism and for strengthening the local identity. Aspects such as the choice of the brand, work around the brand acceptance could be further investigated.
The approach could be developed to geographical regions (within one or more administrative regions) who have the ambition to coin a regional brand for better uptake of tourism and for strengthening the local identity. Aspects such as the choice of the brand, work around the brand acceptance could be further investigated.
Resources needed
No direct financial resource has been charged since regional laws established only a regulatory framework. The only investments made belong to the “Dmc Costiera Dei Trabocchi” (national funds 250000 €) and to the LAG and FLAG “Costa dei Trabocchi” (EFF and EMFF, indicatively 270.000 €)
Evidence of success
New initiatives linked to the brand have born such as: sustainable mobility systems, residents associations, sport and leisure initiatives. Furthermore, between 2001 and 2011 (the only official data available according to ISTAT) tourist presences (also foreign) and hotel occupancy rose in all cities of the area of 20,4%. From 2011 to today instead tourist presences rose of 10% each year according to data collected from Chamber of Commerce and associations of Trabocchi and of hotel owners.
Potential for learning or transfer
The “Costa dei Trabocchi” experience demonstrated that it is possible to create synergies among public and private initiatives in order to combine the quality of the services with the naturalistic aspect and to articulate shared policies that give touristic value to the local gastronomic and wine excellences.
The territorial brand focused on common strengths in tourism (such as cycling, wine and food traditions, natural and cultural heritage), thereby creating a recognizable profile as a tourist destination and differentiating the regional economy by linking it to tourism (see f.i. CALALENTA).
The “Costa dei Trabocchi” brand also established a direct link between the top-down initiatives of the Abruzzo Region (regional laws for the valorization of “trabocchi”), of the existing public-private partnerships (FLAG, LAG, DMC, PMC) and the local activities and stakeholders (tourist information offices, hotels, city guides, etc.), which remain in any case responsible for customers
The territorial brand focused on common strengths in tourism (such as cycling, wine and food traditions, natural and cultural heritage), thereby creating a recognizable profile as a tourist destination and differentiating the regional economy by linking it to tourism (see f.i. CALALENTA).
The “Costa dei Trabocchi” brand also established a direct link between the top-down initiatives of the Abruzzo Region (regional laws for the valorization of “trabocchi”), of the existing public-private partnerships (FLAG, LAG, DMC, PMC) and the local activities and stakeholders (tourist information offices, hotels, city guides, etc.), which remain in any case responsible for customers
Further information
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Good practice owner
You can contact the good practice owner below for more detailed information.
Organisation
Abruzzo Region
Italy
Abruzzo
Contact
European Project's support