Trame d'Italia: online platform uncovers Italy's lesser-known cultural treasures
Trame d'Italia, a cultural startup, is dedicated to enhancing tourism in Italy's underappreciated regions impacted by overtourism. This initiative emerged from the “ARS Arte che crea occupazione socialmente utile” competition organized by Fondazione Italiana Accenture, which funded the Trame di Lunigiana prototype. Under the leadership of Daniele Rossi, the goal is to establish 50 'Trame' over five years, providing curated itineraries lasting one to three days that include activities such as cooking and horseback riding. The OYO app acts as an intelligent guide, showcasing local narratives. The model focuses on a sharing economy and social benefits, improving accessibility for individuals with disabilities. Collaborators include Musement, Valica, and Fondazione Accenture, with Matera, the 2019 European Capital of Culture, being a notable itinerary.
Key facts
- Trame d'Italia was launched by Fondazione Italiana Accenture from the competition 'ARS Arte che crea occupazione socialmente utile'.
- The prototype was Trame di Lunigiana, a territorial valorization project based on a network of castles.
- Daniele Rossi leads the project; he previously worked at Burson Marsteller and ran his own PR firm.
- The platform targets Italy's internal areas and less-known city quarters to combat overtourism.
- It offers thematic itineraries from one to three days, including activities and visits to normally closed sites.
- The OYO app serves as a smart navigator with stories told by local protagonists.
- Trame d'Italia has had over 60,000 unique visitors in the last 12 months with an average session duration of 30-60 seconds.
- Partnerships include Musement, Valica, ADSI, Confcooperative, Consorzio Gino Mattarelli, Touring, FAI, Fondazione Accenture, Fondazione Cariplo, and UBI Banca.
Entities
Institutions
- Fondazione Italiana Accenture
- Trame di Lunigiana
- Trame d'Italia
- Burson Marsteller
- Accenture
- ICOM
- Borghi Autentici d'Italia
- Valica
- Musement
- ADSI
- Confcooperative
- Consorzio Gino Mattarelli
- Touring
- FAI
- Fondazione Cariplo
- UBI Banca
- Google for non profit
- Artribune
Locations
- Italy
- Matera
- Lunigiana
- Monferrato
- Casale Monferrato
- Valle Camonica
- Parmense
- Canada
- China