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North Adriatic relies on team working, Germans are welcome

Veneto, Trentino-Alto Adige, and Friuli VG share TV campaign

01 July, 17:06
(ANSA) - JESOLO, 01 LUG - Three hundred kilometers of the coasts of the Upper Adriatic are working together to convince German and Austrian tourists to return immediately to Italy for their summer holidays. The governors of the Veneto Region, Luca Zaia, along with Stefano Bonaccini, governor of Emilia Romagna, and Massimiliano Fedriga, governor of Friuli Venezia Giulia, launched the first joint promotional campaign this morning from the three cities symbol of hospitality, relaxation, entertainment and summer nightlife in the Northern Adriatic area: Jesolo (Venice), Cesenatico (Forlí-Cesena) and Lignano Sabbiadoro (Udine).

The three regions have decided to work together to relaunch Italian tourism on international markets, through a joint strategy. For the first time, they will jointly promote their holiday offer on the German market as a single destination with many opportunities. The enhancement of this "Italian tourist macro area" is entrusted to a TV campaign on the most famous German weather forecast site ( and on national private generalist TV channels, under the claim "Friaul, Venetien und Emilia Romagna, die italienische Adria. Nichts liegt näher!" which means "Friuli Venezia Giulia, Veneto and Emilia Romagna, the Italian Adriatic Riviera. Nothing is closer!". A claim that focuses on ease of access to Italian beaches that can be reached both by car and by plane.

In Jesolo, Zaia chose a symbolic place for the launch: the Cavalieri Palace, already renamed the "The Germans' Hotel", which was "stormed" by tourists from Germany at the beginning of June, when the borders of the EU reopened. The alliance between the three regions of the Northern Adriatic Sea has a symbolic meaning also from a political point of view. To support the economy, those who until a few months ago were fierce rivals have become loyal allies to attract millions of Germans who make up the core of the GDP of the Riviera and a large part of the country.

The truce had already occurred in the lockdown phase, when Zaia and Bonaccini united in a common front against the government to manage the health crisis, and speed up the reopening of production activities, and regional and national borders. The governors underlined that the three regions of the Northern Adriatic Riviera are the ones that have been able to best deal with the impact of the infections and the coronavirus crisis in Northern Italy. (ANSA).

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