Title – Name
Prosecco Hills Business Network
Scope / Sector / Industry
Development of a local network of tourism businesses
Country / Region
Italy, Veneto
Why is it good practice?
The Prosecco Hills Business Network is considered a good practice in the tourism sector because it is a successful example of public-private partnership that has used European funding to transform the unique wine region of the Prosecco Hills into an attractive tourist product. Through the cooperation of local businesses — hotels, restaurants, tourist offices and experience providers — a comprehensive, high-quality service offering has been created that responds to the needs of visitors and enhances the recognition of the area. The network has not only increased the number of participating businesses and the tourist experiences offered, but also serves as an example for other regions seeking to use European funds and strategic cooperation to organize and promote tourism products based on local cultural heritage.
How is it applied?
The Prosecco Hills Business Network was founded in the Prosecco Hills region of northern Italy in 2017, at a time when the region was gaining increasing international recognition as a wine tourism destination, but at the same time faced the challenge of fragmented tourism development. A group of 16 local businesses decided to join forces, seeking to create an organized “product club” that would connect hospitality, gastronomy, wine production and experiential activities into a single and quality tourism product.
The establishment of the Network was supported by European Union (ERDF) funds under the 2014–2020 programming period, which allowed for the organization, the creation of a common marketing strategy and the development of synergies between members.
The development of the Network has been particularly dynamic. Within a short period of time, the number of participating businesses increased from 16 to 23, an increase of approximately 31%, which demonstrates the trust of the local business community in the project. At the same time, more than 40 integrated tourism experiences have been developed to date, which combine visits to wineries, tastings, accommodation in agrotourism accommodations, cycling and hiking routes, cultural tours and activities in nature. This approach is not limited to the simple promotion of individual services, but creates “experience packages” that respond to the modern trends of experiential and “slow” tourism, enhancing the quality and diversification of the destination.
The main tool for promoting and operating the Network is the official digital platform Visit Prosecco Hills (www.visitproseccohills.it), which acts as a single point of information and organization of the visitor experience. Through the website, tourists can discover suggested routes, thematic experiences, accommodation packages, nature activities, visits to wineries and gastronomic experiences.
Regarding the thematic experiences offered, the following are indicative:
- hiking in the Prosecco vineyards
- cycling in the vineyards or in the local breweries
- tours by Vespa, minivan or other classic cars
- tiramisu, polenta making classes, etc.
- tours of sustainable vineyards
- wine tastings with local cheeses
- nature sports experiences (e.g. canoeing, horseback riding, rafting, paragliding, etc.)
- wellness experiences – spa
Especially for cycling experiences, they are quite developed in the area with 36 route suggestions either with road bikes, electric bikes or even mountain bikes and the necessary information is provided such as the map and type of route, the level of difficulty, nearby points of interest, etc.
On the other hand, the wine experiences are 17 in total and include vineyard tours, winery tours, wine tastings and other wine-based themed experiences.
Regarding accommodation, 20 accommodation options are currently offered, from hotels, villas and castles to “wine friendly” and “bike friendly” options, while regarding dining, 12 food options are offered, from restaurants to agritourism farms.
It is noted that through Visit Prosecco Hills it is not possible to purchase the services offered, however there is a “Book” option that refers the visitor to the website of each provider.
Information on the history and culture of the region, suggestions for events, as well as the possibility of direct communication are also provided. In this way, the site does not function simply as an advertising platform, but as an organized hub connecting supply and demand, facilitating the planning of integrated travel experiences.
The Network brings together different types of businesses covering the entire tourism value chain. These include hotels and boutique accommodation, agritourism units, restaurants and local trattorias, Prosecco Superiore DOCG wineries, tourist agencies, activity companies, as well as providers of experiences such as bike tours, Vespa tours and tastings. This diversity allows for the creation of complex and complementary packages, in which accommodation, catering and activities work in conjunction rather than in competition.
The operation of the Network is based on cooperation, joint planning and adherence to specific quality standards. Members commit to following a common promotion strategy and participating in collective marketing actions, exhibitions and promotional campaigns. At the same time, the continuous improvement of the services provided is sought through the exchange of know-how and good practices. The Network essentially operates as an “alliance of the willing”, with a business orientation and a high level of commitment, where each business maintains its autonomy but at the same time benefits from the collective identity and the strength of a common presence in the market.
For tourists, the initiative to promote the Prosecco hills by the Network constitutes a reliable and authentic visit experience, with easy access to quality services and organized activity proposals. On the other hand, for members, the Network offers increased visibility, access to new markets, enhanced competitiveness and participation in European projects that support sustainable development. Overall, the Prosecco Hills Business Network constitutes a successful model of local cooperation that combines entrepreneurship, quality and sustainability, substantially contributing to the consolidation of the region as an organized and internationally recognized tourist destination.
Where is it applied?
The action of the Prosecco Hills Business Network is addressed, on the one hand, to visitors who wish to get to know the region and live authentic experiences around wine, gastronomy, nature and culture, but also to local businesses and tourism professionals for the organized promotion of the destination.
When did it applied?
The Prosecco Hills Business Network was created in 2017.
Results
The Prosecco Hills Business Network was recognized by Interreg Europe as an example of good practice in sustainable tourism, as it managed to transform a local initiative into an organized and competitive network of businesses. Starting in 2017 with 16 members and quickly reaching 23 businesses (an increase of approximately 31%), it demonstrated its ability to attract partnerships and strengthen collective action. Its positive course also led to the approval of a new project for the promotion and commercialization of tourism products within the framework of the European Regional Development Fund (ERDF) 2014–2020. The network operates with a professional logic, a shared vision and a high level of commitment, essentially constituting an organized “alliance” of businesses that invest in the sustainable and outward-looking development of the region.
Other information
See more about the Prosecco Hills Business Network here: https://www.visitproseccohills.it/en