Veneto Region, Italy

The creation of a slow mobility itinerary in the Prosecco hills: valorising the agri-food heritage by guaranteeing a zero environmental impact.

Region: Veneto


Type of organisation leading the larger local innovation ecosystem

Public authority

Veneto Region - Department for territorial marketing, culture, tourism, agriculture and sport - promotes several initiatives to develop a new green dimension for cultural tourism thanks to active territorial policies (regional laws, territorial planning tools and funds).

Main challenges related to cultural tourism

One of the main challenges at the regional level is the management of the mass tourism flows, which affect especially the cities of Venice and Verona, through the delocalization of these flows to other areas of the region and the promotion of a tourism with zero environmental impact. The Prosecco Hills are focusing on creating a slow mobility itinerary that connects notable sites in the Veneto region. There are other initiatives regarding outdoor tourism and widespread accommodation facilities with few beds.

For Veneto Region, Circular Cultural Tourism is sustainability, integration, rural landscape.

Current strategic planning

Veneto Region recently adopted two regional laws for slow and green tourism: one for cycle-tourism and one for routes. The Regional Strategic Plan for Tourism, annually updated in compliance with these rules, includes specific “slow and green” actions addressed to cycle tourism, routes, and equestrian tourism. The three main objectives are: 

  • To distribute tourism in Veneto all over the year.
  • To promote tourism in the less known areas by valorising tangible and intangible heritage.
  • To enhance the circular economy in tourism.

Prosecco Hills association has a site management plan approved by Unesco Organization.

Ideas and future perspectives

The site management plan of the Prosecco hills will be updated in 2022, all the useful contributions of Be-Cultour can be implemented. The Association will soon set up working groups with local stakeholders related to tourism, training and sustainable mobility. A dialogue is underway with other Unesco sites in the Veneto region to create shared tourist and cultural itineraries. A fair connection to Vinitaly concerning the world cultural landscapes related to wine and wine cultivation is planned

Cultural heritage asset description

The Prosecco Hills

It is a wide area in the centre of Veneto, characterised by a terraced landscape where the main agricultural production is the Prosecco wine.

Prosecco Hills are characterised by a long agri-food tradition that is the basis of the terraced landscape.

Veneto Region cooperates with the Municipalities of this area to involve the local stakeholders in the information and communication system, design educational packages for local guides, and select locations to be restored.

Type of cultural heritage


Specific goal related to the selected asset

The main goal is to delocalise the massive tourism flows from cities like Venice and Verona to this less-known area through innovative strategies for its valorisation that guarantee a zero environmental impact.

Europeanisation: linkages between local heritage and European history and culture

Prosecco hills represent an example of a European rural area, and it is a sample of the European agri-food heritage.

Prosecco Hills are characterized by a long agri-food tradition that is the basis of the terraced landscape. The strong connection between grapevine and landscape transformation can be found in many other European areas.

European and international Cultural Heritage recognition(s)

  • In 2019, Prosecco Hills of Conegliano and Valdobbiadene became a UNESCO Heritage site. Veneto Region is a partner of the Association that manages this site.
  • In 2016 the same area was awarded as the European Capital of Cultural Wine, and it is one of the members of the European Wine Cities (RECEVIN) network.
  • One of the municipalities of the area was also a candidate as Italian Capital of Culture 2022, an initiative linked to the European Capital of Culture award.
  • Follina and Cison di Valmarino have been inserted in the “most beautiful villages of Italy” ranking list.

Ongoing projects and best practices

  • UNESCO Association for the promotion of Heritage of Prosecco Hills from Conegliano and Valdobbiadene
  • Two regional laws for slow and green tourism: cycle-tourism and routes.