Extraordinary_Umbria, the innovative 4.0 tourist guide created by the Chamber of Commerce of Umbria to support tourism in the region, is online.
Created in collaboration with Isnart, the National Institute for Tourism Research of the Chambers of Commerce, which conceived and developed the product, Extraordinary_Umbria is a new tool for promoting tourism businesses and the region based on the Instagram platform.
Through the 4.0 guide, the Chamber of Commerce of Umbria wanted to enhance the value of all the tourism businesses in the area that have obtained the Isnart Ospitalità Italiana programme certification, Quality in Safety
The format is in fact that of Instagram Stories, able to reach diversified targets and suitable for providing precise information on the tourist offer, highlighting businesses, destinations and territorial attractions in a fresh and appealing way.
Already connected to other digital platforms, Extraordinary_Umbria offers users an interactive and immersive experience, from the inspiration phase to those of choice, planning, booking and travel. With the swipe-up tool, tourists can take a “freeze frame”, land on the website of a tourist facility and book from their smartphone, choosing, through intuitive icons, their favourite tourist product including Nature, Spirituality, Sport, Leisure, Food and Wine.
The summer 2020 saw a threefold increase in the number of Italian tourists in Umbria compared to 2019 (data from the Observatory on the Economics of Tourism of the Chambers of Commerce-Isnart). With its stories, Extraordinary_Umbria will aim to consolidate the interest of Italian tourists in Umbria and promote the recovery of international tourism in the Region, ideally recalling the claim Umbria: a sea of stories of the campaign recently launched by the Region.
Giorgio Mencaroni, President of the Chamber of Commerce of Umbria, said: “Thanks to the evocative power of images, music and the stories of those who live there or who have been there, Extraordinary_Umbria offers an authentic and evocative experience of the places that tourists are invited to visit, thus representing an absolutely innovative product for the system of tourism promotion carried out by public administrations”.
“The tourism industry – underlines President Mencaroni – is understanding the need to use the potential of digital communication to grow and relaunch itself in the real economy. The Extraordinary_Umbria guide exploits this potential of tourist destinations and puts it at the service of the first Umbrian operators who today demonstrate that they ensure the quality expected by the markets and the security required by tourists. With this operation, the Chamber of Commerce of Umbria has strongly desired to systemise the tourism promotion initiatives already undertaken by institutional players such as the Region, selecting and enhancing the content created by businesses and the community of Ambassadors – influencers and bloggers – that you will meet in the guide for a revival based on a new narrative of the territory between collaboration, quality, trust and authenticity“.