Tourism: Salerno's CdC presents a strategic plan for 5% annual growth.

Increase tourist numbers in the city of Salerno, the Sele Plain, and the Cilento region by 5% annually: this is the goal of the participatory strategic plan presented yesterday by the Salerno Chamber of Commerce.

The topic of tourism development in the area has long been on the agenda of the president of the Salerno Chamber of Commerce, who has made it a priority, especially since the Amalfi Coast Airport, managed by Gesac, became operational a year ago. Indeed, the first anniversary was recently celebrated, with positive results. "But there is room for improvement," explains Andrea Prete, president of Unioncamere and the Salerno Chamber of Commerce. "The airport and tourist flows benefit each other."

The first step, therefore, is the adoption of a Strategic Tourism Development and Marketing Plan, which identifies a shared vision and is based on data analysis and the use of technology. To ensure the initiative's success, Prete has co-opted Josep Ejarque, an international expert in tourism management and marketing, who is currently also involved in the Cortina Olympics.

The participatory process—to be carried out jointly with tourism operators and local stakeholders—stems from the need to overcome historical critical issues in the local tourism system, such as the fragmented nature of the offering, marked seasonality, lack of coordination between local areas, and promotion that still fails to meet its potential. This is in a context rich in resources—cultural, natural, food and wine, and seaside—that are only partially exploited.

The Chamber of Commerce's objectives are: to overcome individualism and the disparity of offerings; to establish a shared tourism development model guided by a non-partisan body, the Chamber of Commerce (CCIAA); to structure and position Salerno's tourism products on the market through a Destination Management Plan and a Tourism Operating System within the Chamber of Commerce; and to effectively promote and communicate the strengths of certain areas of the region: the city of Salerno, the Sele Plain and Valley, Cilento, and the Vallo di Diano. The plan aims to improve accessibility—particularly by enhancing the Salerno-Amalfi Coast Airport—and attract qualified tourists. A dedicated team, composed of professionals specialized in tourism product development and digital communication, will lead the process.