“The Malga Trail” Official project presentation for promoting tourism
Friday July 15th, 2022 – 11:00am
Unione Montana Spettabile Reggenza dei Sette Comuni
Piazzale della Stazione, 1 – Asiago (VI)
The event is an integral part of the project “The Malga Trail” created by Unione Montana Spettabile Reggenza dei Sette Comuni with the European Agricultural Found for Rural Development.
“The Malga Trail” Official project presentation for promoting tourism
Friday July 15th, 2022 – 11:00am
Unione Montana Spettabile Reggenza dei Sette Comuni
Piazzale della Stazione, 1 – Asiago (VI)
The event is an integral part of the project “The Malga Trail” created by Unione Montana Spettabile Reggenza dei Sette Comuni with the European Agricultural Found for Rural Development.
The Malga Trail: rural tradition becomes a “tool” for promoting tourism
ITINERARIES ON FOOT AND BY BIKE AMONG THE MALGAS OF THE PLATEAU OF THE SEVEN MUNICIPALITIES
“The Malga Trail” is a promotional tourism project created to highlight the value of the malgas of the Plateau of the Seven Municipalities (Altopiano dei Sette Comuni) through accessible walking and biking trails with the goal of raising awareness of these territories and their usability on a local, national and international level. The initiative was strongly desired by the Mountain Authority Unione Montana Spettabile Reggenza dei Sette Comuni and supported by PSR 2014-2020 of the Veneto Region through a tender by GAL Montagna Vicentina. It includes a series of informational, promotional, and entertainment activities intended to encourage the visit to the malgas and consequently generate positive economic effects for the entire project area.All this of course bearing in mind that agriculture in the mountain is an extraordinary instrument for the preservation and protection of the territory, as well as a job opportunity.
In addition to the rural, historical, and economic value represented by the malgas, the initiative is also characterized by enhancement of the places, traditions, and services of special importance for tourism from the standpoint of nature, the landscape, and the cultural heritage of one of the largest plateau areas in all of Europe.
Why malgas?
Malgas were identified as an integral element of the character of the entire territory involved, made up of the Municipalities of Asiago, Enego, Foza, Gallio, Lusiana Conco, Roana and Rotzo. The 78 malgas governed by Public Authorities (Municipalities or Consortiums) of the Plateau of the Seven Municipalities were all surveyed, photographed, filmed, and connected to itineraries, facilitating their fruition and highlighting their special qualities.
In order to complete the tourism offer, the 10 malgas under the supervision of the Mountain Authority Unione Montana Astico have also been included, which are all located in the south western part of the Plateau.
The malgas have therefore become ideal stops along beautiful trails with numerous interesting sites and landscapes, as they give visitors the chance to enjoy unforgettable experiences in the mountains and often to taste delicious malga products as well.
Tools and communication channels
The features of all 88 malgas involved in the project, the itineraries, and all useful information are gathered in hardcopy and digital formats that offer precise and detailed information to tourists:
- the pocket-size multilingual information booklet
- the multilingual tourist map
- the multilingual website: www.laviadelemalghe.it
- Facebook page and Instagram profile: @laviadellemalghe
The selection of itineraries is numerous and responds to the demands of expert hikers and bikers as well as families with children or less experienced tourists. The itineraries are loop trails, which can be travelled on foot or on a bike, winding throughout the entire Plateau. The recommended itineraries are all easy to reach from the historic town centres of the Plateau, and they make it easy to plan day trips or vacations over several days, crossing through forests, wide pastures, and high elevation environments.
To further assist tourists, every itinerary is also linked to a GPS route that can be used with cellular apps or satellite navigators.
“Sweet Home Altopiano” is the slogan of the project used in social media, communicating the idea of an unique and welcoming territory that is suitable for everyone: a place where you can feel at home and want to return to. Hikers and tourists can share their special moments in the Plateau of the Seven Municipalities on Facebook and Instagram with the hashtag #sweethomealtopiano, with their photos taken along the Malga Trail, making this project even more interactive.
Events and meetings
On April 27, 2022, the malgas and the malga operators of the Plateau of the Seven Municipalities were the protagonists of a day dedicated to spreading good practices for welcoming tourist to the malgas. The focus of the meet up among operators was sharing suggestions and concrete ideas keeping in mind the improvement of management of the malgas and making them more attractive for Italian and International tourists and generate new revenue.
Two meet ups – morning and afternoon – highlighted by testimonials, practical examples, curiosities, constructive debates, and above all extraordinary participation on the part of the malgas operators and initiative beneficiaries. Christain Cetto along with his Malga Fratte family’s contribution, present on the Vezzena Plateau in Levico Terme (TN) has been extremely important, and has clearly and efficiently explained all of the initiatives undertaken over the years to improve tourist accommodations. Good practices, effectively implemented.
A golden moment when people spoke about anything with a lot of clarity: successes, mistakes, problems and solutions, struggles and satisfaction. From this wealth of experiences and this inspiring example of cooperation, a series of agreed upon guidelines was drafted and distributed among the malgas operators : how to be found by customers, which forms of customer care and services are the most appreciated, how to network with other tourist and trade operators in the territory to offer a richer and more satisfying experience, how to share and exchange information with colleagues to find solutions and common actions to improve life in the malgas both for tenants and visitors.
Also, on June 18, 2022 there was an event “Orientwalking among the malgas”, organized in collaboration with the FISO Technicians (Federazione Italiana Sport Orientamento) from A.S.D. Asiago 7 Comuni Ski Orienteering Klubb, during which the participants had the opportunity to discover the potential of the walking trails that pass among the malgas. Along the trails, which covered the areas of Val Biancoia and Cima Ekar, suited for beginners and families as well, was held a sort of “ treasure hunt” with a compass and map (available both in paper and digital format with a cell App), perfectly safe for both adults and children.
A “pilot” event that made it possible to test a format that can be repeated in the future, thanks to the versatility of the project contents which could be adapted to many different contexts and types of participants.
This intense work dedicated to evaluating the territory, gathering and optimizing materials and information and creating flexible tools, both online and offline, has the ambitious purpose of increasing the attractiveness of the area which will surely generate great interest for the entire local economy: stimulating hospitality structures, producing revenues and opportunities for employment, encouraging the creation of tourism support services (e.g. e-bikes rentals and other sport equipment) and an increased number of dedicated professional roles (e.g. tourist guides).
Thus, a project that starts today but is designed to be implementable over time, with excellent potential and prospects for development in the years to come. We look forward to seeing you, on foot or by bike on the Malga Trail of the Plateau of the Seven Municipalities!
Who worked on this project:
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Content editing: Mirko Carollo, Laura Veronese, Marco Pellegrini.
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General coordination, territorial analysis, material optimization, content editing support, translations, brand concept and creation, graphic concept and design, printing: Veneto Marketing Srl (www.venetomarketing.it)
- Press office, Facebook and Instagram, organization of events and meet-ups: Officine Micrò Srl (www.officinemicro.it)
- Photos and videos: Enrico Celotto (www.enricocelotto.com)
USE OF PHOTOGRAPHIC AND AUDIOVISUAL MATERIAL
All photographic and audiovisual materials published online, created for the “Malga Trail” project therein, are EXCLUSIVELY available for promotional and non commercial uses and always refer back to the source:
© La Via delle Malghe | Altopiano dei Sette Comuni
For more information, contact the Unione Montana Spettabile Reggenza dei Sette Comuni:
Tel. +39 0424 462502 – info@reggenza.it
Press review
- 04/08/2022, Corriere del Veneto – A piedi o in bicicletta, itinerari (per tutti) sull’Altopiano lungo la via delle malghe
- Agosto 2022, www.voloscontato.it – Alla scoperta della nuova Via delle Malghe, un itinerario tra magnifiche montagne e fitti boschi
- 25/07/2022, www.siviaggia.it – Nasce la “Via delle Malghe”, meraviglia senza tempo
- 17/07/2022, Il Giornale di Vicenza – La Via delle Malghe in 22 itinerari ad anello tra ambiente, storia e agricoltura
- 16/07/2022, 7comunionline.it – La Via delle Malghe: la tradizione rurale diventa “strumento” di promozione turistica
- 16/07/2022, altovicentinonline.it – Con la ‘Via delle Malghe’ la tradizione diventa strumento di turismo
