VALDICHIANA LIVING

The project idea came from within the Union of Municipalities of the Valdichiana Senese. The Route of Wine and Flavours is the operational body that started the process to assert a territorial brand and enhance what is on offer in the area: environment, food and wine, life quality, local arts and crafts, spas, historical and architectural resources. After having aggregated the system of tourism offers the Tour Operator “Valdichiana Living” was set up in order to ensure the promotion and marketing of products and services. The 160 partners of the Route of Wine and Flavours have contributed to strengthen the operational capacity of the “aggregating” body, ensuring a supply chain, which starts from the strategic planning up to the drafting of annual programmes, and ends with the presence on the tourist market thanks to the marketing organised by the T.O. The main beneficiaries of good practice are all the professionals of the tourism supply chain in the area. The hotel industry accounts for 809 enterprises plus those working in catering, transport, guiding and escorting services, suppliers of outdoor activities, tasting and cooking classes, farms and wineries, food processing companies, etc..., all involved in the planning, production of particular items, marketing and the final monitoring of results. The institutional stakeholders are the Tuscany Region, Toscana Promozione Turistica and Fondazione Sistema Toscana, as well as the ten municipalities of the area.