Le Cinque Terre a Johannesburg, maggio 2013

The Cinque Terre Tourist Consortium
in Italy
Johannesburg
May, 2013
Italian-South African Chamber of Trade and Industries
Monica Poggi
Marketing and research consultant
Consorzio Turistico Cinque Terre - Monterosso al Mare, La Spezia
Consorzio Turistico Cinque Terre – www.cinqueterre.it

Cinque Terre
• Where: in the italian west
coast, North West of Italy,
close to the town La Spezia.
The name of the region is
Liguria. Near Tuscany;
• Airports: two airports (Genoa
and Pisa), less than one hour
to reach them;
• Railway: a frequent service
runs on the Pisa-Genova line
and the train stops in each
village;
• Motorway: France-Italy along
the coastline (just behind);
• Boats: from La Spezia (main
town).

18 kilometers of rocky coastline, bays and beaches, mountains behind, terracings
cultivated with vineyards and olives, kept under control by old dry stone walls, five
villages. A natural landscape by antropic origin.
Cinque Terre: the landscape

Cinque Terre: the heritage
• World Heritage of Humanity by
UNESCO since 1997
• National Park since 1999
• Five villages (Cinque Terre):
 Riomaggiore
 Manarola
 Corniglia
 Vernazza
 Monterosso
• Population: only 5.000 residents
• World Heritage of Humanity by UNESCO since 1997
• National Park since 1999
• Five villages (Cinque Terre):
Riomaggiore, Manarola, Corniglia, Vernazza, Monterosso
• Population: only 5.000 residents

Riomaggiore
Riomaggiore is the most
eastern and the nearest
village to La Spezia
(connected by a scenic
road), is named after the
stream crossing it.
We have the first news
of Riomaggiore only in
1251.
Above the village, the
Sanctuary of “Madonna
di Montenero”stands
out, built on the
homonymous
promontory.

Riomaggiore
Consorzio Turistico Cinque Terre – www.cinqueterre.itConsorzio Turistico Cinque Terre – www.cinqueterre.it

Riomaggiore and The Love Path
•Population: only 5.000 residents
The itinerary dug into the
rock, built between the I
and II World Wars
became famous all over
the world thanks to its
panoramic position
peaking on to the sea
which give priceless
romantic moments.
It offers a view of a wide
variety of exotic plants to
a hill walker such as agave
and figs of India, apart
from interesting
geological formations in
various layers.

Riomaggiore and The Love Path
Consorzio Turistico Cinque Terre – www.cinqueterre.itConsorzio Turistico Cinque Terre – www.cinqueterre.it
Other views on The Love Path

Manarola
One of the most colorful villages

Manarola
Manarola, hamlet of
Riomaggiore, is a town
planning jewel, rich as it
is in typical tower houses
of Genovese style.
Founded during the XII
century.
Manarola is surrounded
by vines and is situated
along a stream. The wine
of Manarola is very
famous and the “Via
dell’Amore” “The Love
Path” starts here: two
kilometers towards
Riomaggiore.

On a rocky promontory above the sea
Corniglia

Corniglia
Corniglia, the only village of the Cinque Terre not in contact with the
sea, rising on top of a rock promontory. It can be reached from the
railway through a long flight of steps leading to the village.

Vernazza
The little jewel

Vernazza
It’s a natural pier
with a amphitheatre
shape. The village is
dominated by the
remains of the
“castrum” a series of
Medieval forts dating
back to the XI
century, with a
cylindrical castle and
tower.
Vernazza, considered
by many to be the
most charming of the
Cinque Terre was
documented for the
first time in 1080.

The biggest village and the Consortium headquarter
Monterosso

Consorzio Turistico Cinque Terre – www.cinqueterre.itv
Monterosso al Mare

Monterosso al Mare
Monterosso al Mare is
the largest village of
the Cinque Terre and
also the first to be
documented (1056).
Consisting of two
districts, the old village
and Fegina, the new
one. Here Eugenio
Montale, the poet,
used to take rest and
here you can find
equipped beaches and
the highest
concentration of wine
shops, artisan shops,
hotels and restaurants.
Consorzio Turistico Cinque Terre - www.cinqueterre.it

Dry stone walls
A tight line of terraces
interrupt the steep slopes.
Flat land sustained by dry
stone walls, on which rise
allotments, vineyards,
flights of steps, cottages,
mule tracks. A large
environmental engineering
work: 4,200 cubic meters
of wall, 2 meters high per
hectare for a total of 6,729
km of wall. Thanks to the
happy position, sunny and
protected from north
winds, this territory have
always been cultivated
mostly in vineyards and
olives.

Dry stone walls

Cinque Terre: tourist products
The main attraction:
Walking and trekking in the nature and between the villages
A big network of paths connects all the National Park territory

Cinque Terre: the paths
A large part of the success of the Cinque Terre is due to the network of trails which
cover the sea side of the mountains like a web. For centuries the trails were the only
connection not only between the five villages, but also with the municipality of La
Spezia and the hinterland, and today these routes are one of the best ways of getting to
know and appreciating the Cinque Terre. The main trails all reasonably easy for
reasonably fit people, appropriately dressed. The first is path number 1 which runs
along the crest that separates the edge of the Val di Vara. The second is the path of the
Santuari (Sanctuaries) which links halfway up the hill the places of worship of the
respective villages. The third is path number 2, more well known as Sentiero Azzurro
(Blue Path) which links up all the five villages.

Cinque Terre: some views
from the trails

Cinque Terre:
other tourist attractions
- Seaside, nature and diving
- Wine and typical food
- Lifestyle and traditions in
the villages

Cinque Terre: beaches
The coast of the Cinque Terre is steep and rocky with an abundance of bays and inlets.
The beaches are therefore few and limited, each one different from the other. The
largest beach is at Fegina, the new part of Monterosso. The sand in some parts is
pebbly and in others fine, split up by evocative rocks, like those of Mapassu. Corniglia
on the other hand boasts the hottest and most discreet beach. Vernazza, Riomaggiore
and Manarola also boast small but charming sandy shores.

Cinque Terre: nature
The mountains, almost 800 meters
high, which run parallel to the sea
assure that the Cinque Terre are
protected from the cold winds. The
typically Mediterranean vegetation
consisting in cluster-pine tree,
Aleppo pine, oak, sea fennel, red
valerian, euphorbia, broom,
arbutus and thyme. Amongst the
animals stand out the presence of
seagulls, pilgrim eagles, buzzards,
boars, badgers, foxes, and lizards.
Whilst in the sea “saraghi”,
anchovies, gorgons, poseidons and
some sponges.

Cinque Terre: cuisine
Cinque Terre cuisine is simple, organic,
inherited from a million year old tradition
tied to the history of the territory. Fish, as is
obvious, is the master: anchovies, bream,
bass, cuttle-fish, octopus and calamary are
amongst the main ingredients in many
dishes. Dishes made tastier by adding
aromatic essences which grow in the whole
area, like origan, thyme and majoram,
dressed with local olive oil and washed down
with superb local white wines. Whilst with
regard to vegetables, cultivated everywhere
in the allotments, a lot of space is given to
vegetable pies and minestrone soup,
prepared with borrage, beetroot, cabbage,
artichokes, potatoes and leeks. Meat dishes
are few, almost limited only to white meat
like chicken and rabbit.

Cinque Terre: wines
Two D.O.C. (designation of origin) wines:
Cinque Terre and Sciacchetrà. The first is
a delicate white wine of a pale yellow
colour, ideal with sea dishes, vegetable
pieces and focacce (flat bread). The
second wine is without doubt the most
well known in the Cinque Terre. It is a
sweet wine, ideal for desserts. It has a
limited production and is obtained from
the fermentation of the same grapes as
the white wine, though in this case they
are left to dry for three months on a
trellis.

The Consortium
The CINQUE TERRE trademark of the
tourist products offered.
Established in 1996.
To assist and support the enterprises
operating in tourist sector of the Cinque
Terre area.
To protect and improve the image of the
territory and the quality of hospitality
services.
A regular company with its board, staff,
office.
Members:
Tourist enterprises
Hotels (biggest share), b&b, relais,
restaurants, wine bars, shops and
1 Public administration (Municipality of
Monterosso)

The Consortium activities
o Publishing (guide books, brochures,
dépliant, maps);
o Fairs and workshops in Italy and abroad;
o Educational trips for press and buyers
o Web and social marketing (website,
facebook, google+, twitter, etc.);
o Broadband and wi-fi network;
o Multimedia information system in the
area;
o Research, development and marketing
analysis;
o Training and education to enterprises
members;
o Cinque Terre APP for smarthones and
tablets.
- Info-booking;
- Back office;
- Direct mailing;
- Organization;
- Product and territorial
marketing;
- Projects management;
- Wi-fi network management;
- Multimedia system
management.
o Service Centre for:

The change in foreign market
In 1996:
1° GERMANY
2° SWITZERLAND
3° USA
In 2012:
1° USA
2° AUSTRALIA
3° CANADA

Foreign market today
The foreign market represents, for the Cinque Terre, 84% of total
nights. A share of more than 50% of this foreign market is generated
from extra-european countries (especially USA, Australia, Canada).
Italian 16%
Foreign 84%
Percentage of overnight stays 2012

The trend of foreign market
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009 2010 2011 2012
64% 66% 68% 67% 69% 73% 77% 84%
36% 34% 32% 33% 31% 27% 23% 16%
Percentage composition of nights Italian
Foreign
Twenty percentage points from 2005 until 2012

Information
Thanks for your kind attention and see you in the Cinque Terre…
For any information: informazioni@cinqueterre.it www.cinqueterre.it

Le Cinque Terre a Johannesburg, maggio 2013

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