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G o o d P r a c t i c e S e r i e s : L o m b a r d i a

ITA

FRUITIONIntegrated Tour-ism Itineraries

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Fruition “I like use the term fruition but don’t know if it’s the right one. What our word has to express is the value of creating a passionate partnership with different bodies and at differ-ent political and territorial levels. Navigli Lombardi was able to cre-

ate a new approach because the Navigli system was abandoned during previous 30 years- a form of fruition of elements that are part of the identity of local people and that risked being lost or forgotten.The restoration of the ancient

“Navigli” permitted the Milanese inhabitants and tourists (thanks to navigation) to discover and ap-preciate the cultural heritage of the canals and neighboring areas and their own identity.”

www.naviglilombardi.it

Partnership

Objectives Bodies Involved

Results

Success Factors Cost

Lessons Learnt

When tourist-oriented naviga-tion reopened in 2006 - After 30 years of abandonment- the promotion of the new service became a primary necessity. A rich cultural and architectural heritage had been established along the canals, and it was thought that the enhancement of this heritage would aid in the canal’s promotion.

Integrated tourist packages are an opportunity to promote the restored Navigli waterways, and the involvement of public and private local stakeholders might provide opportunities to revital-

ize the local heritage. By tak-ing a tourist-oriented approach, people are able to learn about the historical significance of the canals for the Milanese area, and thus understand why many architectural and cultural sites still exist today.

The challenge was get the vari-ous public and private stake-holders to think collectively to-wards creating a tourist itinerary that was able to integrate an an-cient canal experience (called navigli in Italian), whilst provid-ing opportunities for the discov-ery of the local historical build-

ings, traditions and products in a sustainable way. Whether it be by bicycle, vehicle or foot, the itinerary was to interesting and of course, fun!

“A map of cultural heritage hot spots of the canal area was cre-ated by monitoring the activities in and around various historical buildings and protected natural areas.... Municipalities, local as-sociations, non-profit organisa-tions and farmhouses owners were involved to define the re-alisation of the tourist opportuni-ties.”

Finally, it was about creating a team spirit that enables ongo-ing cooperation for long-term perspectives, as well as help-ing local stakeholders to set up projects that aim to realise tourist attractions in an indirect manner (through infrastructure, services etc.), Which are able to be financed by public funds.

if different partners (public and private) agree on a project, big goals can be reached creating involvement and passion.

Logistic details related to navigation • were defined (the time required for the entire trip etc) and the accessible nature of the itinerary (how to visit the sites, farmhouses and restaurants). Afterwards a cost analysis was carried • out to define the price per person.A promotion plan of the integrated tour-• ist package was carried out by Navigli Lombardi, and supported by various subjects.In fact 5 tourist lines (and more tour-• ist packages) have been organised in various ways, incorporating themes across a large area within the Navigli System.

The tourist office supplied tourist guides • and is entrusted with management of the territory itinerary.The operational details of the itineraries • were defined by Navigli Lombardi, the consortium of municipalities along the canal, local associations and non-profit organizations together.

•To create a new tourist itinerary: • 3/4 monthsTo convince the territorial partners, • the owners of ancient villas or the owners of farmhouse to be part of a tourist project and be a part of a team: 3/4 monthsTo finalize details and make con-• crete: 3 months

Bicycles and horse-carriages supplied to • promote a sustainable use of the itinerary. Accessibility for disabled tourists • Creation of new business opportunities • bringing new employment and new entre-preneurshipPromote Navigli’s cultural heritage to • young generation in an exciting wayprofitable for private investors•

Partner budget (in EUR):

ERDF co-financing rate: 85%• Total amount: 145.752,00 €• ERDF Funding:109.314,00 €• EU National Co-financing: 36.438,00 • €

The operating costs of the project were covered by the income generated by tourist reservations.Investment costs for the project’s start-up have been written off in three years.

Each integrated tourist package is 60.000€

Local tourism office of Gaggiano• Tour operator “Zani Viaggi”• Tour operator “Autostradale”• Consorzio Navigare l’Adda• Farmhouses owners, restaurants • and agri-tourism ownersManagers of sites• Province of Milan• Consorzio dei Comuni dei Navigli•

Territorial partners:Municipalities• Province of Milan• Navigli Lombardi s.c.a.r.l.•

Financial partners:

Lombardy Region• Navigli Lombardi s.c.a.r.l.•

The recognition and revitalisation of • the Navigli system’s cultural heritageTo provide knowledge and aware-• ness of the historical waterways sys-temThe creation of new business oppor-• tunities along the canals via the de-velopment of local integrated tourist packages

Lombardia, Italy

A story in Italy of Good Practice: G2

Source: Claudio Repossi, Navigli Lombardi s.c.a.r.l.

Roles &Responsibilites

Timescale

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