The Italian “Latium Experience” DMO Promotes and Markets the Province of Latina as Well as Three Municipalities of the Metropolitan City of Rome

The Latium Experience DMO (Destination Management Organization), a public-private association aimed to promote and commercialize the tourist flows of 12 Municipalities of Latium, the Italian region headed by Rome: Latina, Aprilia, Maenza, Pontinia, Priverno, Prossedi, Sabaudia, San Felice Circeo, Ventotene, Pomezia, Colleferro and Guidonia Montecelio (these last three belonging to the metropolitan city of Rome), has taken part in ITB Berlin, thus introducing itself to international buyers for the first time after TTG (October 2022, Rimini, Italy).

A brief description of the territories

Among the Lepini Mountains, the Pontine Marshes, the Ager Romanus and the Latium coastline lies a land full of beautiful places, blending culture, nature and history.

50,000 years of prehistory, myth and history. Breathtaking landscapes and environments to be protected. Routes through transformations and crossroads, with one foot firmly in the past and its traditions and a glance towards the new atmospheres and flavors of the territory.

Goals

Founded through a regional bid in support of Latium destinations won by the overmentioned network of Municipalities, with Latina as the lead partner, for a financing of 250,000 euros, and 20% co-financed by participating Municipalities for a total of 312,478 euros, the DMO aims at:

• seasonal adjustment;

• new flows and new targets;

• increasing national and international tourist presences;

• the success of the brand;

• the reconversion of current tourist products in terms of environmental sustainability;

• the design of new products that integrate multiple areas and multiple clusters based on demand.

Composition and strategy

The DMO is made up of 12 public and 38 private entities, comprising the above listed Municipalities as well as a wide range of operators: hotels, travel agencies, associations, food providers, new media, theatres. Destination Manager is Paola Cosimi.

The development plan includes:

• planning and development of new tourist products;

• a territorial tourism marketing plan;

• participation in international exhibitions and workshops by Enit (the Italian tourist board);

• support material for multilingual marketing;

• organized trips including sales trips, events dedicated to industry professionals, fam trips and press trips;

• a brand and a multi-channel digital platform.

Offer

The rich offer managed by the DMO is divided as follows: 58% products and services (leisure and business) for tourism and congresses, 23% travel services, 10% accommodation and 9% catering.

The reference clusters include:

• Rural tourism

• Art and culture

• Food & wine

• Return tourism

• Outdoors

• Events

The territory comprises three thousand beds and six thousand seats in hotel and independent conference centers.