Fam trip to Emilia Romagna – From “Motor Valley” to balsamic vinegar
by Welcome Chinese
Welcome Chinese flew 13 travel operators, journalists and web influencers to Emilia Romagna on June 25-30, with a final stop in Verona in the neighboring Veneto region.
The group from China was escorted by Mandarin-speaking members of the Welcome Chinese office in Shanghai. The trip was organized around a few concepts: city sightseeing; shopping; culture; tasting local products and experiencing local excellences that have a global horizon (“glocal”).
The tour capitalized on the partnership with Bologna Welcome, the tourism board of Emilia Romagna’s major city. Chinese guests were accompanied on an educational tour of Bologna, visiting the most celebrated locations of the old town, plus a stop-over at the construction site of FICO, Eataly’s 80,000 sqm theme park that is slated to open in 2017.
Shopping in the boutiques of the city center was a highlight of the Bologna city tour. Nearly a full day was dedicated to the same activity at Fidenza Village, the fashion outlet between Milan and Bologna.
The Fam trip also visited the Ferrari Museum in Maranello and the Museo Casa Enzo Ferrari in Modena, certified since 2015, and the Ducati Museum. All are part of the so-called Italian “Motor Valley” where some of the biggest Italian brands in mechanical engineering are located.
Opportunities to taste local products weren’t lacking. At Acetaia Giusti, the Chinese were so enthusiastic that they bought 100-year-old bottles of balsamic vinegar worth 500 euro each. They encountered fine local wines at Gavioli Antica Cantina, while delectable Italian “gelato” (ice cream) was sampled at the Carpigiani Museum.
The Fam trip also included the house-museum of Luciano Pavarotti, the great Italian operatic tenor. The very last day in Italy, the group moved to Verona to attend a performance of Giuseppe Verdi’s Nabucco at the Arena di Verona, the 1st century AC Roman amphitheatre that is still in use during the summer operatic season.
Departure from Italy took place from Bologna’s Guglielmo Marconi Airport which has already upgraded its standard of service in order to receive the Welcome Chinese certification.