The new era of tourism in the Riviera Ligure di Ponente passes through a strong territorial identity and an increasingly advanced digital promotion, thanks to the integration with the DMS - regional Destination Management System: a strategic platform capable of organizing and enhancing experiences, events, information and services, making them immediately accessible to visitors and operators.
Witnessing this at TTG Travel Experience 2025, during the conference “The Future Now. From brand to product: the municipalities protagonists of the regional DMS,” hosted today at the Regione Liguria stand, were the municipalities of Loano, Arenzano, Finale Ligure, Pietra Ligure and Varazze: five destinations with a shared vision of tourism development. A multi-voiced tale of achievements, new projects and prospects for collaboration to increase attractiveness and competitiveness in national and international markets.
Online from today, the new VisitLoano.it portal, already linked to the regional DMS, is the heart of its tourism marketing and communication strategy. Created by Edinet as part of the communication plan curated by Studiowiki, a communication agency associated with UNA Aziende della Comunicazione Unite, the site proposes the destination through four vacation themes: Sea&Sun, Outdoor&Nature, Food&Craft, and Well-being&Sport. An offer increasingly oriented to wellness, authenticity and quality of life is also expressed by the new tourism brand, combined with the payoff “Loano, the vacation that makes you feel good.”.
United by a common vision of innovative, digital and sustainable tourism, the five municipalities of the Riviera Ligure di Ponente demonstrated at TTG Travel Experience 2025 how much networking and collaboration can strengthen an area's competitiveness and attractiveness. Local identity, authentic experiences and shared digital tools thus become the pillars of a strategy that looks beyond borders, targeting new international markets without losing sight of the centrality of local communities and operators. A path that from today continues with even greater conviction, in the sign of a Riviera capable of telling its story as a unique, open and welcoming destination, 365 days a year.
“The fact that five municipalities choose to present themselves together in an event of international scope demonstrates that the future of Ligurian and national tourism is built by teaming up,” stressed Regional Councillor for Tourism Luca Lombardi. "Liguria has launched a new phase of tourism governance based on DMOs and DMS: tools that allow municipalities, operators and institutions to network, creating a coordinated, digital and efficient system. The goal is to make the region more sustainable, competitive in international markets and more effective in communication and promotion. Arenzano, Finale Ligure, Loano, Pietra Ligure and Varazze represent, today, concrete examples of how DMS can work at the local level.".
“The participation of Loano (with friends from Arenzano, Finale Ligure, Pietra Ligure and Varazze, thus a considerable part of the western Ligurian Riviera) in an event of absolute relevance such as the TTG Travel Experience in Rimini testifies to the “new course” that our administration wanted to imprint on the city's tourism offer. The most recent numbers have already confirmed an initial shift in gear: in 2025, tourist presences at Loano will record double-digit increases compared to 2024, a result that rewards the joint efforts of the city administration and tourism operators in promoting the city and improving overall hospitality. A tourism offer, that of Loano, which in light of the evolution of the market must necessarily reorganize itself and actively involve all its parts, in order to present itself more fully to the target segments of our public. The new web portal we presented in Rimini represents a fundamental starting point for the promotion of the four ‘vacation themes’ that make up our offer: in fact, it will be the first ‘showcase’ for everything the territory has to offer, not only to our compatriot tourists, but also to those from other European countries. A segment that it is increasingly important to look at, especially in order to succeed in deseasonalizing flows. In this sense, collaboration with our friends from Pietra Ligure and Finale Ligure will also be a priority for the development and enhancement of the territory in a coordinated and unified way,” said Luca Lettieri, mayor of Loano.
