Five municipalities of the western Ligurian Riviera together for the first time at the Salon du Randonneur in Lyon
Great interest in Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano: France is confirmed as a strategic market for Ligurian outdoor tourism.
Lyon, March 23, 2026 - It ended on a decidedly positive note the Participation of the municipalities of Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano in the Salon du Randonneur of Lyon, one of the leading European events dedicated to the world of walking and hiking.
During the three-day fair (March 20-22), municipalities manned the “My Liguria” booth with two dedicated desks - one for Finale Ligure, Pietra Ligure and Loano, united under the “Ponente Vibes” brand, and one for Varazze and Arenzano, present together with the Beigua Regional Natural Park UNESCO Global Geopark - helping to present regional offerings in an integrated and coordinated way, in synergy with other Ligurian exhibitors.
Aimed at the general public, the event intercepts a wide and cross-sectional target audience, consisting of. Enthusiasts of all ages, attentive, digitally literate, and with good spending power, interested in structured, accessible, and sustainable proposals. Predominantly French and coming from the Lyon and Rhône-Alpes area, this audience is looking for new destinations to discover, to reach by car or train, where they can enjoy trekking and hiking experiences, the main drivers of travel, with a more restrained interest in multi-day cycling tourism.
An approach that made it possible to offer the public a system of complementary experiences, capable of meeting the needs of a Slow, active, year-round distributed tourism, while strengthening the unified positioning of the area. Great attention was also paid to communication tools, with the creation of specific promotional materials, designed specifically for the target audience of walkers and the French market.
“The Salon du Randonneur represents a key appointment to dialogue with an audience particularly akin to our tourism proposal - comment the representatives of the municipalities -The feedback obtained confirms the goodness of the path taken, based on the construction of thematic products and increasingly targeted and effective promotion.”.
Participation in the event - curated by Studiowiki, a member communications agency of UNA Companies of Communication United and part of the DEDE Destination Design network - is part of a larger calendar of shared activities, aimed at strengthening the presence of Loano, Pietra Ligure, Finale Ligure, Varazze and Arenzano international markets. In fact, after “A Glass of Italy” in Copenhagen, BIT in Milan and the Salon du Randonneur in Lyon, the journey will continue in the coming months with the organization of a fam trip of Danish operators on the ground and with the joint presence at the TTG Travel Experience in Rimini.
A unified path that confirms the willingness of the five municipalities to Strengthen the competitiveness of the Western Ligurian Riviera., enhancing its excellence and demonstrating the ability to respond effectively to new trends in European tourism.
