Comunicazione visiva e grafica per un "turismo creativo" nei centri storici

Cultural tourism is one of the widest market segments of European tourism, and is constantly evolving; however, the main risk of this kind of tourism is to propose similar cultural products in different areas, thus making the destinations neither typical nor innovating. That is why it is important to rely on the identity of a territory suggesting an innovating enjoyment, like the creative tourism consisting of: “Travel aiming at an engaged and authentic experience, with participatory learning in arts, heritage, or special character of a place. It provides a connection with those who reside in this place and create this living culture”. A lasting development of tourism can only be achieved by identifying and implementing models focusing on the territory and its resources. The impacts that can result from tourism at the environmental, social and economic level impose a profound cultural and project revolution involving operators, visitors and hosting communities. It is essential to offer to these tourists, who are also interested in the culture and image of the territories, a high level of quality at all stages of their travel, as well as investing in information services to make known the potentialities and itineraries suitable for the specific needs of these categories. The role of graphics and communication is essential, and the branding is now used with increasing frequency for promoting locations, cities, architectures or events.