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Lower Town

“I stood there spellbound; it was a patch of the most beautiful Italy, one of the many little surprises of enjoyment for which it is worth traveling” (H. Hesse)

It is the modern part of the city, developed around the hills of Città Alta, and its central point is Porta Nuova, the hub of daily life for the people of Bergamo.

Lower Town is modern and elegant and is the center of active life: always on the move, never hectic.
The hub around which it develops is Porta Nuova, from which you can enjoy an exceptional view of the Upper Town, framed by the Propylaea, the two temples that mark what, in medieval times, was the main entrance to the city.
From here branch off the elegant, post-twentieth-century districts of the city center, the historic hamlets, the shopping and nightlife streets.

Like a prism, Lower Town has many facets, all to show.

The Piacentinian Center

You will find yourself strolling in the heart of the city, in the Centro Piacentiniano: an elegant architectural complex designed in the early 20th century by Roman architect Marcello Piacentini. Bergamasks are wont to stroll along the Sentierone, particularly on Sunday mornings. They stop for breakfast with cappuccino and brioche or a delicious pastry in the elegant quadriportico and then wander the shopping streets in search of the best shop windows. Near the Sentierone, you’ll discover the renovated Piazza Dante with its balanced geometries and plays of perspective. It is overlooked by the Palazzo della Procura and the Palazzo della Camera di Commercio. In the center is the beautiful Triton Fountain by Gian Battista Caniana.
Hidden beneath the surface of the square is the former Albergo Diurno. Founded as an air-raid shelter, it became a popular meeting place in the post-World War II period and has now recovered its former glory as a cultural and recreational hub. The adjacent Piazza, is named after Vittorio Veneto. You will see soaring the Torre dei Caduti, a monument to the memory of the Great War. Inside, along the stairs that lead you to the panoramic terrace, is the story of the history of the Piacentinian Center. The view from the top is breathtaking

Must-see

Historic hamlets

Borgo Pignolo, Sant'Alessandro, San Leonardo, San Tomaso, Borgo Santa Caterina and Borgo Palazzo.

Stretching out towards the plains or valleys, there are 5 main historic villages and like the fingers of a hand they branch out from Città Alta in different directions.
Each with its own distinctive character.

Borgo Pignolo is the aristocratic suburb with its old buildings, fine crafts and art galleries. San Tomaso, which connects the city to the Seriana and Brembana valleys, along with Borgo Santa Caterina, are lively neighborhoods, the former housing art museums while the latter, also known as the Borgo D’Oro, has been nominated as Italy’s Most Beautiful Village and fully represents the spirit of Bergamo, from the bright colors of the shop windows to the aromas of the delicatessens, from the evening nightlife to the historic buildings.

Borgo San Leonardo, a historic intersection of five major thoroughfares and Bergamo’s cult spot, with its Piazza Pontida is the perfect place for happy hour. Borgo Sant’Alessandro you meet as you descend through the gate of the same name, the austere and elegant upper part then leads you to a riot of stores, in the heart of the city’s shopping.

Not to be forgotten is Borgo Palazzo, two souls divided by Piazza Sant’Anna, one more traditional with typical restaurants and craft stores and one more multiethnic, colorful and overflowing with exotic stores and clubs.

Must-see

Shopping streets

Via XX Settembre, Via Tiraboschi, Via Borfuro, Via Sant'Orsola, Via Tasso and Via Pignolo

Between Via Sant’Alessandro, Via Borfuro, Via Sant’Orsola and Via XX Settembre is the “Bergamasque fashion quadrilateral.” You can find everything: the stores of the big international chains and stores with a more sophisticated flavor. Shopping is also squared in Via Tiraboschi, Via Tasso and Via Pignolo, and you can go as far as Via Borgo Santa Caterina and Via San Tomaso. In addition to fashion, you will also find numerous historic stores with a long family tradition, linked to the area by birth or vocation or the artisan workshopswhere you can discover real“handmade” treasures.

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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