Anna TRONO, University of Salento, Italy
The presence of a rich heritage recognised by UNESCO is undoubtedly of benefit to host regions. The WH brand makes a site more famous and is associated with a series of benefits whose impact is generally positive, but it also requires improvement of the resources and products aimed at the tourist. In order for this to be achieved, the cultural heritage needs to be accompanied downstream by the active involvement of the local communities. Upstream, it requires a valid planning strategy that ensures the involvement of local institutions, companies and associations, which need to work together, via a participatory system of governance, in a network that is able to develop and properly exploit the other cultural and tourism resources present in the region.
The paper analyses the case study of The Trulli of Alberobello, a UNESCO world heritage site since 1996 and well known as one of the main towns in Valle d’Itria, located in the Puglia region in southern Italy. Alberobello is famous for its traditional houses with white conical roofs (trulli), a focal element of tourism. The locality has already evolved into a “strong” tourist product – a brand that attracts almost every tourist who visits this region of Italy.
The paper seeks to identify the main threats to tourism in Alberobello in the wake of the COVID 19 pandemic; and to suggest how to create better synergies based on participatory governance, strengthening the relationship between cultural heritage institutions and everyone interested or involved in cultural heritage. The paper analyses how a more participatory consensus, ensuring sustainability and guaranteeing sustainable tourism, might find a definitive form of political, collaborative and managerial organisation. The adjustments should include the establishment of a Regional Destination Management Organization (RDMO) based on Private - Public Partnership (PPP) with strong regional operational aspects.
Mots clés : UNESCO WHSs|Alberobello|Valle d’Itria|Puglia|Governance
A103438AT