Latina – The Latium Experience DMO (Destination Management Organisation), a new public-private association for promoting and commercialising the tourist flows of 12 Italian Municipalities of Latium, the region headed by Rome: Latina, Aprilia, Maenza, Pontinia, Priverno, Prossedi, Sabaudia, San Felice Circeo, Ventotene, Pomezia, Colleferro and Guidonia Montecelio (the last three belonging to the metropolitan city of Rome), introduced itself for the first time to international buyers at ITB Berlin, 7-9 March. The DMO is made up of 12 public and 38 private entities, comprising the above listed Municipalities as well as a wide range of operators: hotels, travel agencies, associations, food providers, new media, theatres. Destination manager is Paola Cosimi. The territories embraced by the DMO all offer a blend of culture, nature, history, and breathtaking landscapes and protected environments. The DMO has won regional funding totalling €312,47 and has set out its main aims as:
- Seasonal adjustment;
- New flows and new targets;
- Increasing national and international tourist presences;
- The reconversion of current tourist products in terms of environmental sustainability;
- The design of new products that integrate multiple areas and multiple clusters based on demand.
The development plan includes developing new tourist products and a territorial tourism marketing plan, as well as participation in international exhibitions and workshops run by Enit (the Italian Tourist Board). There will also be support material for multilingual marketing, sales trips and events dedicated to industry professionals, including fam trips and press trips. A multi-channel digital platform will also be produced. The DMO’s reference clusters include:
- Rural tourism
- Art and culture
- Food & wine
- Return tourism
- Outdoor events
Latina’s territory comprises 3,000 beds and 6,000 seats in hotel and independent conference centres. Visit the website www.latiumexperience.com/en
