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The Mile of Beauty

The author’s itinerary to discover the authentic Beauty of Bergamo

Departure
Largo Colle Aperto
Arrival
James Carrara Square
Reachable in
car, bus
Duration
1 h 10''
Length
2.5 km
Suitable for
adults, children

Let yourself be transported on a unique journey by walking the Mile of Beauty, a signature itinerary to celebrate Bergamo Brescia Culture Capital 2023 at its best. Step by step you will encounter all the traits of Beauty to get to know Bergamo from a different perspective.
Let yourself be guided through an unusual route among noble residences, works of art, alleys, stairways and much more without forgetting, of course, one of the most beautiful squares in Italy. Full of curiosity, venture into a city that is waiting to reveal its best secrets and leave you speechless.

Our advice is to start from the Cittadella Viscontea in the Upper City to the foot of the Venetian Walls, but there is no fixed rule: your Mile of Beauty also works in reverse!

Height difference
+10 m
Difficulty
easy
Route type
walking, linear

Citadel Square

Duration (not including museum visit)
10'

In Citadel Square begins the first chapter of the Mile: one of the characteristic squares of Upper Town, whose multifaceted past has left signs that are still clearly visible.
Can you spot them?
Within a few meters of each other you can find a stretch of Roman road, a postern of the ancient medieval walls and pillars from the Romanesque period, just to name a few.

All of Bergamo’s historical-scientific knowledge is also preserved here: you can’t miss an interactive visit to the “E. Caffi” Natural Science Museum, which jealously preserves minerals, fossils, animals and insects, and one to the Civic Archaeological Museum, which has grown from a simple and initial “collection of antiquities” to now hold a priceless collection.

Points of interest

From Mascheroni Square to the Social Theater

Duration
15'

Take the arcade located at the base of the Campanella Tower, reach Piazza Mascheroni (once called Piazza Nuova) and continue along Via Colleoni, better known as Corsarola.

Almost hidden from the comings and goings of locals, tourists and students as well as from the narrow conformation of the street, the entrances to the main centers of cultural activity in Città Alta magically open up: the Teatro Sociale and theEx-monastero del Carmine, still going strong with a rich schedule of shows and events not to be missed.

Points of interest

Old Square and Cathedral Square

Duration
20'

Keep going straight ahead until one of the most beautiful places in Italy opens up before you: Piazza Vecchia.
It’s time to discover the heart of Bergamo Alta!

Its grandiose monuments will keep your nose to the ground – but don’t forget to look where you put your feet, because under the Palazzo della Ragione you’ll find a rare, ancient, dark-chamber solar sundial, which guides you to Piazza Duomo.
Near the Baptistery you’ll be able to realize instead the size of what is said to be the largest bell in Lombardy, that of the Civic Tower, known precisely as the “Campanone.”

Points of interest

Old Washhouse - Palazzo Terzi

Duration
10'

After a good fill of Beauty, locate near Palazzo della Ragione the arcade of Via Ca’ Longa, right next to the place that was already a tavern in the 15th century: this little shortcut takes you straight to one of Bergamo Alta’s most beloved views.
At the end you will find a charming tree-lined square where theAntico Lavatoio and the city’s tallest tower, the medieval Gombito tower, reign supreme. From here you can make a small detour if you wish: turn right, go up Via Mario Lupo and you will soon be rewarded by one of the most iconic views ever, that of the elegant Palazzo Terzi, whose entrance opens onto the famous terrace with statues overlooking the lower town.

Then retracing your steps, cross the small square of the Antico Lavatoio and take the last shortcut to the right, among the flower beds and steps of Piazzetta Angelini, until you reach Piazza Mercato delle Scarpe.
Located at the meeting point of the main access roads to the village, it was the place anciently dedicated to trade; still today it is an important crossroads, full of charm and secrets to discover.

Points of interest

Moroni Palace and Gardens - Porta S. Agostino

Duration
20'

Start the descent!
Take Via Porta Dipinta to the left and be captivated by its hidden treasures: from the FAI heritage-listed Palazzo and Giardini Moroni to the seemingly simple church of Sant’Andrea to the art history lesson with Lotto’s works in the small church of San Michele al Pozzo Bianco.

At the far end you will already catch a glimpse of theformer complex of Sant’Agostino, which gives its name to the monumental entrance to the village and is now home to the University of Bergamo.
Skirt it, go through Porta Sant’Agostino, descend for a stretch keeping to the left and, when you have arrived at the beginning of Via Pignolo, take Via della Noca immediately on your left; you will thus leave behind the monumental gate, with its distinctive Venetian lion, to venture along the path of one of the city’s typical medieval stairways.

Points of interest

Between GAMeC and Accademia Carrara

Duration (without visiting museums)
10'

Last stop of the now your Mile of Beauty.
Don’t be intimidated by the “non latius” (“no further”) engraved on the small stele at the base of the Noca and reach Piazza Giacomo Carrara.
There you’ll find yourself among the highlights of Bergamo’s artistic expression: innovation, creativity, unique collections and perspectives are just some of what theCarrara Academy and Gallery of Modern Art has to offer you.
Discover the unmissable permanent exhibitions and be fascinated by the new things these two museums always have in store for you!

Too beautiful for a single tour?
You can also make Carrara Square your starting point and walk the Mile uphill, discovering the Beauty of the city from the foot of its walls to the top of its hills.

Points of interest

Italian Ministry of Tourism fund in favor of municipalities with cultural, historical, artistic, and scenic vocations, in whose territories are located sites recognized by UNESCO as World Heritage Sites.

The Minister of Tourism together with with the Minister of Economy and Finance, following an agreement reached at the Unified Conference, has adopted a measure establishing the “Fund in favor of Municipalities with cultural, historical, artistic, and scenic vocations, in whose territories are located sites recognized by UNESCO as World Heritage Sites” (hereinafter referred to as the “Fund”).

The aim is to support the recovery of the tourism sector, particularly affected by the crisis generated by the Covid-19 pandemic, in municipalities characterized by a marked tourist-cultural vocation. The initiative is aimed at and supports Italian cities that are part of the UNESCO Creative Cities Network. The establishment of the aforementioned Fund primarily responds to the objective of revitalizing the Italian tourism sector by supporting the development of projects aimed at enhancing the cultural heritage in cities where the presence of sites listed on the UNESCO heritage list is a determining factor in attractiveness and tourism competitiveness.

The interventions consist of initiatives related to digital tourism promotion and valorization tools, tourist itineraries, tourist marketing projects, as well as construction, structural, or plant works and setups aimed at increasing tourism enjoyment and attractiveness.
The fund has a total financial allocation of 75 million euros. The amount is distributed as follows:

  • 58.8 million for “Municipalities with cultural, historical, artistic, and scenic vocations” in whose territories there are sites recognized by UNESCO as World Heritage Sites;
  • 4.9 million for Italian municipalities that are part of the UNESCO Creative Cities Network;
  • 9.8 million for tourist enhancement interventions in the city of Rome;
  • 1.5 million for assistance activities to municipalities (e.g., verification of proposed projects, reporting, and monitoring) and for the creation and management of the dedicated computer platform for the incentive.

Guidelines for communication and advertising of the interventions have been developed to facilitate the promotion of projects funded. An operational tool aimed at providing beneficiaries with elements to promote and disseminate the results of funded projects. Communication and advertising, in addition to being obligatory, are above all an opportunity for beneficiaries to showcase the projects implemented and the investments made through access to funding granted by the Ministry of Tourism.

INNOVATIVE TOURISM IN A JOURNEY AMONG VENETIAN DEFENSE WORKS

Agenzia per lo sviluppo e la Promozione Turistica della Provincia di Bergamo scarl received funding of xxx euros from the Italian Ministry of Tourism to implement the project described below.

Project Abstract

The project “Innovative tourism in a journey among Venetian defense works” is based on a strategy that spans cities belonging to the UNESCO Site, aimed at increasing tourist presence by at least 5% compared to the 2019 benchmark, reaching a value of at least 3,248,511 tourist presences. The strategy of the tourism enhancement project is based on creating an itinerary among the three cities, with particular attention to the international public but also to the national public from the most distant regions, offering an original sense to the visit of the territories. The target demand includes cultural tourists, interested in original interpretations of places, slow tourists who want to discover the territories connecting the three cities, and tourists no longer involved in work activities who can visit the three cities sequentially even on less crowded days.
Through various integrated actions, the following segments of demand are targeted:

  1. Local tourism: Lombards/Venetians/Emilians able to make a day visit. This target, although interesting for our cities, is difficult to monitor as it does not fall within the count of presences, which corresponds to the number of overnight stays, representing the main indicator (Istat data);
  2. National tourism: Italian visitors who stay at least one night;
  3. European tourism: European visitors who stay at least one night;
  4. Intercontinental tourism: Visitors from North America, South America, the East, Israel, the Arab Emirates who stay at least one night.

To achieve the set objectives, it is considered fundamental to prioritize expenses for the production of promotional content dedicated to visitors who are about to choose their destination, as well as to invest in infrastructural interventions focused on accessibility and reception. The following strengths are identified as the basis for the tourism enhancement strategy:

  • Promotion of direct activities of the UNESCO sites and those related to it, which becomes the engine for the recovery and development in a cultural-touristic key of the cities;
  • Segmentation in the above-described audiences to which the intervention is addressed, that increases the tourism potential of the cities as it shows consideration and monitoring of the needs and characteristics of each target;
  • Use of the portal www.Italia.it, which will become the reference point for all actions related to the project and the showcase for past, present, and future activities;
  • Appeal to the population and tourists for active participation, which can transform the cities into a laboratory of ideas and innovative experiences aimed at increasing attractiveness and tourist presences.

Within the project, a joint promotion of the serial site will be activated, leading tourists to discover the three cities as a whole.
The tourism sector can benefit from the advantages resulting from the expected increase in presences and an increase in the average length-of-stay, thanks to a renewed interest in the activities communicated, proposed, and encouraged through innovative digital tools. These tools act as aggregators of cultural proposals, related to each other due to the same cultural spirit, originating from the values at the basis of the UNESCO site recognition. The birth of new businesses linked to the development of non-hotel realities and connected to the creation of experiences that have UNESCO values as the element of originality is foreseen.

The unified communication and promotional model aims to stimulate the creation of tourist products and visiting experiences that cut across the three cities, a segment not yet perceived by entrepreneurial activities as a source of additional attractiveness. Furthermore, the development of tourist experiences that blend UNESCO themes with other tourist products offered by each city will be incentivized, with exportable formats, with a multidisciplinary approach to tourist offer implying the development of new skills.

The presence of tourist experiences consisting of a varied range of elements becomes attractive for the international tourist who finds a way to experience multiple aspects of the national tourist offer without having to build it themselves. Moreover, the Integrated communication plan presupposes the development of common languages and coherent representations by the entrepreneurial realities of the three cities, generating a unique, recognizable, and unifying brand.
The project expects an increase in the number of specialized tourist guides and an evolution of the visiting service that includes new itineraries and modes of fruition oriented also to multimedia products.

Communicating the product, the UNESCO sites as well as their values, but specific in the enjoyment of the single component, in its innovativeness compared to the current representation of the three cities, expands the perceived offer.
It therefore contributes to attracting additional tourist flows compared to those currently choosing the three cities of the site. UNESCO represents a key element of attractiveness in some foreign markets. The audience attracted by visits to UNESCO sites is sophisticated in the enjoyment of experiences and detached from traditional seasonal contexts.
The discovery itinerary of the three cities through the UNESCO narrative invites slow fruition, with increased stays, and intercepts sections of the public free from work activities.

Thanks to this project, Bergamo, Peschiera del Garda, and Palmanova will activate for a joint promotion, leading tourists to discover the three cities as a whole. The promotion will work towards increasing tourist flows towards the individual cities and, in each of these, towards the other two. An intervention that will increase flows to the individual sites, also increasing the average length of arrivals. The enriched tourist offer and greater promotion of the historical asset will also lead to a deseasonalization of arrivals.

INTERVENTIONS

Innovative emotional video
Production of an emotional video with cuts of different durations, as a privileged promotional tool that will be adapted both for different social channels (YouTube, Meta, TikTok, etc.) and for use in offline environments (for example, LED walls/screens present in airports). The video will be dubbed in various languages (English, French, German, Spanish, Portuguese, Polish).

New web platform
The platform, through API management software, ensures bidirectional exchange of information with relative updating. When possible, the data will be updated in real-time; otherwise, the update frequency will be communicated. Bidirectional connection via API will be made possible by:

  • API with content link: for the enjoyment of digital content shared by operators such as images, videos, articles, APIs with links to recall the resource (content) present within the Operator’s CMS and presented by the TDH;
  • API with content: for the direct enjoyment of digital content shared by the above operators transmitted directly to the end user by the DMS;
  • Information transmission and/or reception APIs: for the exchange of information between TDH and Operator.

The ontological properties of the site’s contents will be adapted.

Realization of time travel experiences
Creation of visit paths consisting of points where spherical 360° videos can be viewed with reenactors allowing “time travels”. At certain points in the individual cities, markers (QR codes) will be installed that will allow visitors to access streaming from their smartphone (without downloading any apps) to immersive videos that will reproduce scenes of war or popular life during the time of the Serenissima or the main historical periods of the cities. Furthermore, the creation of a series of points where visitors can interact with virtual narrators is planned: by framing a QR code, tourists will be able to access videos, multilingual, during which actors will impersonate historical characters and narrate events, stories, and legends of the places of interest, guiding the visitor to the discovery of the transnational site.

Photographic service realization
Realization of photographic services in the three cities in the four seasons, capable of promoting the transnational site using the images made both on different social channels and on the tourist promotion sites of the three cities. The services include the use of different models of diverse ethnicities representing tourists and their emotions in visiting different attractive sites.

Press blog tour
Organization of blog tours and press tours to promote the visit of the three cities.

Influencers
Involvement of influencers (even very vertical ones) to promote the visit of the 3 cities.

Online advertising
Google display and search, Meta, TikTok.

B2B Marketing
Identify B2B marketing strategies to implement actions for an active community.

Updating tourist promotion sites
New engineering, updating, and technological adaptation of the tourist promotion sites of the three cities, with particular reference to dedicated sections in the three portals to the transnational site and to the site and the Venetian Fortress site with integration and interoperability with italia.it.

Infopoint repositioning
Repositioning and new setup of the info-point with a dedicated area to the UNESCO site (Visitor center) with the production of large panels, videos, interactive totems illustrating the three cities and the entire transnational site. The multimedia contents on the UNESCO site can also be used to implement existing Infopoints in other cities, dedicating a specific section to the presentation of the UNESCO site.

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