The perfect blend of local experience Italian Alberghi Diffusi push sustainable tourism but face special challenges
Magazin • 27.4.2017 • 10445
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The perfect blend of local & experience

Italian Alberghi Diffusi push sustainable tourism but face special challenges

The perfect blend of local & experience
27.4.2017

Rome. It's one of the great promises of Italian tourism: a professional accommodation, able to exalt destination experiences and story-telling. It's also a sustainable business model, focused on preserving the natural and cultural heritage of each location: Alberghi Diffusi - the perfect product for the contemporary market, boasting both experiences and immersion in local life. Travellers stay in historical, completely restored small towns or villages according to local culture and enjoy all hotel services. They literally inhale history. But the Albergo Diffuso model, although still viable, is not expanding at the expected pace. Some time ago, it was collecting international awards, including the 2010 WTM Global Award in London. Who is then to blame for the recent slowdown?

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Milan. The phrase Albergo Diffuso originated in 1982 in Carnia, within a technical working group whose aim was to restore small centres, which were destroyed by the earthquake devastating the area in 1976. Successively the model has been engineered by Giancarlo Dall'Ara, consultant and tourism marketing expert, and was recognized for the first time by the Sardinian region with a specific law in 1998. Other regions then followed, adding definitions of Albergo Diffuso endowing it with the same dignity of more traditional forms of hospitality, such as bed and breakfast, hotels, rural farmhouses, chalets, etc. Today, market leader Sextantio can charge 2,000 euros per night in its top Albergo Diffuso.

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