This is confirmed by the many studies and available data: over the years, food and wine tourism has established itself as a key lever for the promotion of regions, entrepreneurial textures, culture and high-quality products. In this context, the popularity of PDO PGI products and the numerous initiatives linked to food and wine tourism promoted by conservation associations play a major role. The Qualivita Observatory counted, in 2022 alone, more than 230 events organized by the consortium, including tastings, overseas visits, festivals and awards that responded to citizens’ desire for real experiences in the food and wine regions. Turismo DOP’s activities thus become tangible opportunities for multidimensionality and income differentiation even for the least organized supply chains. Caseifici Aperti, an initiative promoted by the Parmigiano Reggiano DOP consortium, represents one of the reference experiences for DOP tourism, capable of involving various local realities, strengthening players in the supply chain and relaunching the region through a series of contents and experiential tourism proposals of great attraction. Below Nicola Bertinelli, President of the Protection Union, explains some of the characteristics of this successful experiment.
The initiative includes 49 dairies in all provinces of Parmigiano-Reggiano’s region of origin, i.e. Parma, Reggio Emilia, Modena and Bologna to the left of the Reno and Mantua to the right of the Po. Participating in Open Dairy is simple: just visit the site www.parmigianoreggiano.com/it/caseifici-caseifici-aperti To see the list of participating dairies and access the designated area, where hours of operation and suggested activities are available. The two-day event is an unmissable opportunity for everyone, from art lovers to families, to discover the historical masterpieces and entertainment venues of the region of origin..
Geographical indications and tourism: the winning combination based on “DOP Tourism” initiatives
Geographical indications along with gastronomy can become a magnet for tourists who must find an offer that is practical, safe, usable in a simple way, satisfactory experiences and in line with their needs. Our goal is to make it easier to meet demand through the demo of dairies by following the increasing digital behavior and habits of tourists. For this reason, not only on the occasion of the Caseifici Aperti, but throughout the year, those interested in visiting one of our dairies can do so with a few clicks on the page Book a visitand choose the dairy products that best suit your needs, using the various filters as well as the search function on the interactive map.
Open dairies represent a successful case history of DOP tourism: How can DOP in general enhance the connection with the territory?
The consortium carries out strong cooperation with the Emilia-Romagna region, with APT, destinations and with public and private operators of production sites; In particular tour guides and upcoming agencies. We believe in the importance of regional linkages and in the power of co-promotion both on the subject of food and wine, with other agri-food franchises that characterize Food Valley, and with the complementary tourism associated with the outdoors, culture and luxury, Motor Valley. The pandemic has taught us that challenges are met and won together
What drives tourists to visit the dairies in the DOP Parmigiano-Reggiano production area?
Last year, 150,000 tourists chose to visit our dairies. Today Parmigiano Reggiano is produced with the same ingredients as it was produced a thousand years ago (raw milk, salt and curd), with unaltered artisanal care, thanks to the decision to preserve completely natural production, without the use of additives or preservatives. If Parmigiano Reggiano is the most well-known and best-known DOP in the world, it is above all because of the values that link our product to the region and the supply chain that engages thousands of farmers and more than 300 artisanal dairies every day in pursuit of absolute excellence. We are pleased to be able to offer all enthusiasts the opportunity to embark on a journey to discover the history, territory and production of a Made in Italy symbol, a symbol of our lifestyle beloved by consumers in Italy and abroad.
What activities are planned for visitors to the Caseifici Aperti?
Guided tours of mature dairies, stables and warehouses, open-air shops, events for children and tastings, together with the passion of cheese-makers, will provide an opportunity to take part in a tour of Parmigiano-Reggiano’s region of origin, in whose lands are rich in history, art and culture. Watching the birth and opening of the wheel, wandering through evocative warehouses, real cheese cathedrals, buying cheese directly from the hands of those who create it: all the unique experiences that a visitor can have on a real journey through time to discover the method of making, which has remained almost unchanged for more than nine centuries.
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