Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano towards an integrated tourism offer between active tourism, sustainability and local development
Here are the best experiences to live on the territory, between sea and hinterland
Milan, February 10, 2026 - L’outdoors as an engine of tourism innovation and a concrete tool for land development: this is the main theme of the conference “From vision to experiences: the outdoors uniting 5 destinations on the Western Ligurian Riviera.”, which brought together at the International Tourism Exchange the municipalities of Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano, together at the Regione Liguria booth.
Five destinations that, while maintaining different identities and characteristics, share a common strategy based on sustainability, quality of outdoor experiences, and integration between coast and hinterland. The goal is to strengthen an offer capable of intercepting new travel models, increasingly oriented to movement, wellness and contact with nature.
A path modeled after the history and evolution of Finale Ligure and of the Final Outdoor Region, which, with more than 250 dedicated mountain bike trails, more than 4,000 sport climbing routes and an extensive trail network, is now undisputed international benchmark for outdoor tourism, so much so that this year it hosted the UCI Mountain Bike Enduro and E-Enduro World Championships 2026, Oct. 16-18.
From here, a process of contamination extending to neighboring municipalities, fostering new territorial synergies that connect public administrations, operators and communities, transforming the’outdoor in one Tool for landscape care, deseasonalization and development of local economye.
The joint participation of Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano in the BIT represents a First step toward building a network capable of telling the story of the Riviera Ligure di Ponente as an integrated destination, where sea, nature and quality of life become distinctive elements of the vacation.
Institutional comments
Luca Lombardi, regional councillor for tourism, states, “The Region of Liguria places outdoor tourism at the center of its territorial development strategy, and a strategic asset is represented by the regional network of routes, which has more than 950 surveyed tracks and allows for the construction of integrated tourism products between the sea and inland areas. Within this framework is the project ‘La Liguria degli Anelli’ (The Liguria of the Rings), which strengthens cycling tourism and sustainable mobility as tools for territorial connection and expansion of the experiential offer. We are also working on a new multi-level governance, based on collaboration between the region, territorial Dmo and local authorities, to ensure coordination, quality and continuity in the management of destinations. Dmo's represent the transition from traditional promotion to strategic management of experiences, putting content, services and events into a system. In this scenario, the shared experience of the municipalities of Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano represents a concrete example of how outdoor can become a common language and identity factor, capable of uniting multiple destinations in a coherent, sustainable and future-oriented vision”.
“Thanks to an exceptional climate, Loano is an ideal place for outdoor sports in all seasons. A feature that makes our area not only attractive, but also extremely versatile. Here sport comes in many forms: from aquatic disciplines, such as sailing and windsurfing, to “land-based” activities such as cycling, urban running and trail running. A wide and diverse offer that allows us to welcome outdoor enthusiasts of all levels.” comments Luca Lettieri, Mayor of Loano. “An emblematic example of this multifacetedness is the Vibram Maremontana Running Park: a structured project to promote outdoor sports that has running in the hills and mountains at its core, but which is developed through a network of trails designed for a diverse audience. Completing the picture are the numerous indoor sports facilities used daily by the many associations operating in the area. It is precisely the combination of these features - environment, infrastructure, planning and participation - that has enabled Loano to obtain a prestigious recognition: that of “European City of Sport.” A title that does not represent a point of arrival, but an incentive to continue investing in sports as a tool for health, sociality and quality of life.”
Pietra Ligure was among the first places in Liguria to really believe in experiential tourism. Not as a slogan, but as a concrete choice. A vision that transformed the way of living and telling about the territory, making it usable all year round” adds the deputy mayor and alderman for tourism, culture and development of outdoor strategies of Pietra Ligure, Daniele Rembado. “With a structured network of more than 40 experiences, which can now be booked online at www.visitpietraligure.it or at the Experience Point in the heart of the historic center, we have shown that deseasonalization is not a promise, but an achievement. Because when a place opens up, makes itself come alive, it becomes a destination in every season. In Pietra the sea is not only summer: it is sailing and fishing tourism, snorkeling and winter silence. Nature is trekking among inland views, adrenaline-fueled descents on mtb, evocative e-bike routes, yoga at sunset, walks that regenerate body and mind. Culture is storytelling, encounter, identity. Taste is a slow journey among the stores of the caruggi, made of hands, stories and authentic flavors. Pietra Ligure is lived at 360°, twelve months a year. From words to deeds, from seasons to the heart of those who choose it.”
“Finale Ligure has long chosen to invest in the outdoors as a strategic lever for the sustainable development of the area and the deseasonalization of tourist flows. The results confirm the validity of this vision: in 2025, out of about 840 thousand total annual presences, more than 400 thousand were directly related to outdoor activities, with a share of foreign visitors around 43%, reaching 75% during the dedicated season. We are talking about a sector that generates an economic input of more than 80 million euros and demonstrates how sports, nature and quality of services can become a concrete engine of growth for local communities.” explains Angelo Berlangieri, Mayor of Finale Ligure. “Today the next step is to work together with the other municipalities of the Riviera di Ponente to build an increasingly integrated network capable of expanding the offer and strengthening the international positioning of our territory.”
For Varazze, the outdoors represents an element of identity and a strategic lever of development, which finds new strength in collaboration with neighboring areas. An example of this is the recent VARCO project, which grew out of this very vision. The name, the brainchild of the mayor of Cogoleto Paolo Bruzzone, unites in the acronym Varazze, Arenzano and Cogoleto, which are involved in the project, and, at the same time, recalls the idea of a privileged gateway to the heart of Liguria and Beigua Park. Through an integrated itinerary that connects the trail network of the three municipalities, we want to increasingly connect sea and hinterland, improve accessibility to the trails and expand opportunities for hikers, bikers and visitors throughout the year. This is a project that strengthens the synergy between administrations and helps build an increasingly structured, sustainable, people-friendly and attractive outdoor offer, capable of generating widespread value for the entire district.” tells the Mayor of Varazze, Luigi Pierfederici.
“2026 will be a special year for the outdoors in Arenzano. On May 30 we will host, for the first time at Villa Figoli, the Outdoor Festival, now in its fourth edition. The Park will become a true outdoor village, with a rich program of activities, meetings and guided experiences spread throughout the area including Argentea and Sea&Soul Experience.” concludes Davide Oliveri, Arenzano City Council Sports Councillor. “But the most anticipated moment will be in September, with the 40th edition of the Mare e Monti March, scheduled for September 12 and 13. For us, the March is a historic event that has always combined sports, folklore and love for the territory. To celebrate this important milestone, we are preparing many novelties that will make the 2026 edition truly unforgettable.’
The best outdoor experiences between sea and hinterland: the active side of the Riviera Ligure di Ponente
From wave crests to scenic paths through Mediterranean scrub and historic villages, the Riviera Ligure di Ponente is told through experiences that combine the outdoors, nature and slow discovery. The five destinations featured at BIT 2026 offer a mosaic of proposals capable of transforming travel into total immersion in the cultural landscape.
A Loano the sea becomes a large open space for the water sports, thanks to favorable wind conditions that make it an ideal destination for windsurfing and kitesurfing, for dynamic coastal discovery, while those who prefer more leisurely pace can opt for the SUP. Alongside the energy of the sea, the yoga in nature invites you to slow down and listen to the landscape, turning time outdoors into a time of well-being and connection with the environment. Inland, the gravel trails connect coast and hills through back roads and scenic routes that tell of an authentic territory, perfect for slow and sustainable explorations.
Ligurian Stone represents a privileged gateway to the trails of the Finale Outdoor Region and a starting point for numerous dedicated MTB and e-MTB routes, for all skill levels, traversing diverse environments from the sea to inland highlands. The “A Sea for All” snorkeling” adds an inclusive and innovative dimension: an opportunity designed to make exploring the underwater world accessible to all, while enhancing marine biodiversity and direct contact with water.
Finale Ligure, home this year to the UCI Mountain Bike Enduro and E-Enduro World Championships, confirms its role as an international reference for outdoor sports thanks to an established ecosystem that integrates nature and dedicated services. The dense network of trails allows scenic treks between plateaus and sea overlooks, while the crags make the destination one of the European capitals of the’climbing, with alternatives suitable for every level. At sea, the boat excursions in the Cetacean Sanctuary offer unique moments in which the sporting dimension is intertwined with the naturalistic and popularizing dimension.
A Varazze outdoor identity is developed between the sea and the mountains. Considered Among the most renowned surfing destinations in the Mediterranean, the destination is known for its powerful, tubing waves, suitable for experienced surfers and an integral part of an authentic local culture of respect for the sea and a sense of community. Behind the coastline opens up the Beigua Park UNESCO Global Geopark, the largest protected area in Liguria, where scenic trails traverse diverse natural environments and provide spectacular views of the coastline. Activities such as the paragliding, to be experienced in complete safety, complete the offering, providing an aerial perspective capable of telling the story of the area in an exciting and unprecedented way.
At Arenzano the outdoors results in guided experiences through Different ways of experiencing the land slowly. With “Sea & Soul”, the experience takes shape between sunrise and sunset through sessions of yoga on the beach followed by excursions to SUP along the coast, to experience the sea in a regenerative and conscious way. Instead, the hinterland can be discovered with itineraries such as the Argentea Experience, a multi-day trek that connects the coastline to the Beigua ridges by traversing forests and open views of the sea, with overnight lodging and a strong connection to local tradition. For those who prefer a slower pace, the e-bike tours between port, coastal bike path and inland villages allow for accessible and sustainable exploration of the area, alternating between seascapes and rural vistas.
So many different activities but united by a common vision: Transforming the outdoors into a shared language capable of enhancing the territory, promoting conscious tourism and offering travelers authentic opportunities to experience the Riviera Ligure di Ponente.
