The glass tells the story of 2023: the Marches and their promotion | Journal of Taste

On Tuesday 17 January, at the “Panzini” Hotel Institute in Senigallia, a meeting-comparison was held between institutions, the world of training and tourism to take stock of the current situation in the Marche Region

The cup tells 2023” is the title of a day-event linked to the regional tender “From the vineyard to the table”(DGR n. 938 of 25 July 2022). In addition to this afternoon of meetings and training, the project also includes numerous evenings with tasting dinners aimed at making the area known, both to local, national and international tourism.

The cup tells 2023: round table on the development of the Marches

An entire afternoon focused on the development of the Marche region, through its strategic assets: food, catering and tourism. In addition to the round table, with the participation of many authorities including Richard Pizzideputy mayor of Senigallia, e Alessandro Impocodirector of the “Panzini” school, an interesting event also took place insight into the wine list and room service. 45 exhibitors were present, divided between wine and oil companies, but also typical local products and breweries.

Indeed, one of the novelties of this year was the incursion of the world of beer into the event. However, the organization of the event has not changed, again this year entrusted to Asteres.

The “Panzini” high school, a point of reference since 1961 for the development of training for young people in the sector, only a few months ago was the site of an important event linked to hotel schools in Europe, which saw students from various countries of our continent.

Remaining on the theme of formation, she also spoke Danila MeleBrand Ambassador of the Cotarella Group as well as responsible for external relations for the “Weaves“, L’Sala Higher Education Academy founded by the Cotarella family. The academy has recently become a partner of the Luiss Business Schoolfor the enhancement of the territory and, among the various training projects it has undertaken, there is also that for the creation of the new professional figure of the “destination manager“. A narrator of experiences, strongly linked to sustainable tourism, able to analyze heritage, enhance it, put it into a system and make it a resource for everyone.

Then it was the professor’s turn Tonino Pencarellifull professor of Economics and Business Management at the University of Urbino, who addressed the issue of the transition from the traditional economy to the experience economy.

«In the current economy, which has become an economy of experiences, traditional food and wine companies must be able to transform resources into products. – said the professor – Integrating local resources with typical products can lead to the creation of new tourist offers, which must be increasingly cohesive with each other».

Making the Marche a food and wine destination

Prof. Professor Tonino Pencarelli.

Foreigners come to Italy primarily for art, then for traveling trips, the sea and only after for food and wine tourism. In fact, despite having the resources, Le Marche is not currently perceived as a destination to go to for food and wine. What to do then?

In the first place, create thematic itineraries that enrich the local tourist offer with initiatives aimed at enhancing food and wine products and thus inserting them in the business of experiences. Another aspect to implement is that of organizing not only the traditional food and wine festivals, but prepare real tourist packages aimed at integrating gastronomic productions with art, culture, nature, music, sports and food and wine-themed experiences (visits to cellars, oil mills, dairies, breweries, distilleries, farms, gourmet restaurants, show cooking and cooking courses, sommeliers, etc.).

«In this way – says the professor Tonino Pencarelli – we can transform resources into experiential products!».

It is also important to be able to activate a circuit of collaboration between the various economic and institutional actorssuch as local administrations, trade associations, but above all accommodation facilities, restaurants, public transport companies, infrastructural assets, such as the airport and port, promotion and brokerage agencies.

Crucial, then, is the importance of aggregations and networks, both formal and informal, to build, communicate and sell food and wine-based experiential value propositions to tourists and intermediaries.

From this point of view, they assume a strategic role inbound agencies which make it possible to connect the many local economic operators with foreign operators, in a way that is as unique, credible and easily manageable as possible.

Immediately after the professor’s speech, space was given to a couple of concrete cases of experiences told by the public (brewing tourism, told by Sebastiano Nabissi, contact person of Unionbirrai Marche, and the example of experiential tourism offered by Borgo Loretello, in the province of Ancona) before leaving room for the intervention of Frances Severinimanager of the Sector “Competitiveness of agricultural enterprises” within the Agriculture Directorate of the Marche Region, focused on the tender from the vineyard to the table, on the new dedicated portal portal ( and on the use of the Region’s new wine tourism logo in this project.

The promotion of the territory is also practiced by strengthening the various assets

Federico Scaramuccipresident of Inside Marche Live, the Association that brings together the main tour operators dealing with incoming in the Marches, then summed up the various interventions, reinforcing the importance of the concept of creating synergy between the public and private sectors, to implement a strong promotion and a unitary of a beautiful and varied territory, plural and authentic. A territory that also has a criticality linked to the difficulty of reaching, starting from the airport, an asset that must be relaunched and strengthened.

It was founded three months ago to succeed in this important mission ATIM: the Agency for Tourism and the internationalization of the Marches. To illustrate its prerogatives and objectives, its director intervened, Marco Bruschiniwho spoke of the importance of sharing the choices to be made, involving different actors.

The goal is to attract more tourism from other countries, enhancing and communicating our excellent food and wine. Combining the manufacturing sector with that of tourism allows the creation of an important critical mass, which can be more easily promoted at the level of international fairs and events.

After the round table, a meeting dedicated to the operators of the Ho.Re.Ca world took place on the theme: “How the right wine list and the preparation of the dining room staff improves satisfaction and helps in customer loyalty”. The meeting, organized by the sommeliers of AIS Marche, with the introduction of the president Stephen Isidorisaw the intervention of Luca Luciani, Chief Sommelier of the “Retroscena” restaurant in Porto San Giorgio, recently awarded a Michelin star, as well as 44th best restaurant in Italy, in the “Large restaurants” category.

A truly “tasty” and stimulating afternoon of training and culture, which attracted visitors from all over the region and beyond…


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Raphael De Crescenzo

“Enogastrocurioso”, graduated in Food Technology and in Viticulture and Oenology. Taster Olive oil expert, wine taster, mineral water taster, Sommelier and Videomaker. CulturAgroalimentare has been on the web since 2013.

The glass tells the story of 2023: the Marches and their promotion | Journal of Taste