In the heart of the Venetian hills, among the vineyards that produce the renowned Prosecco DOCG, lies Valdobbiadene, a small town that is gaining international attention thanks to a unique initiative by its mayor, Luciano Fregonese.
Fregonese, who has always shown a deep love for food and wine, has embarked on a personal transformation journey that, unexpectedly, has involved the entire community. The initiative, born out of the need to combat the effects of a convivial but “caloric” lifestyle, has taken the form of weekly walks that have gradually become a social and media phenomenon.
The Walks through the Prosecco Hills: A Community Event
The walks organized by the mayor in Valdobbiadene have a dual purpose: to improve the physical health of participants and to strengthen the sense of community.
Initially motivated to lose weight after being subjected to body-shaming, Mayor Luciano Fregonese turned this personal challenge into an opportunity to involve his fellow citizens. The response was surprising: from a modest initial group of 45 people, the walks grew to over 200 participants, including tourists, onlookers, and even pets.
From Physical Movement to Community Building
These walks, held every Thursday, are not just an opportunity to burn calories but represent a chance for direct engagement between the citizens and their mayor. During the walks, participants have the opportunity to discuss local issues, raise concerns, and propose solutions, all in an informal and relaxed setting. This approach has allowed the mayor to get even closer to the community, directly listening to their needs and building an open and constructive dialogue: it’s something incredibly simple but surprising, isn’t it?
A Media Phenomenon of International Relevance
The walking phenomenon in Valdobbiadene, on the other hand, has not been confined to the town’s borders but has extended far beyond, sparking interest that has crossed regional and even national boundaries.
The initiative launched by Mayor Luciano Fregonese has caught the attention of major international media, culminating in a dedicated article in the famous New York Times.
In this piece, the American newspaper praised the mayor for his extraordinary ability to turn a personal challenge into a collective movement of great social significance: the weekly walks were described as an exemplary case of how local leadership can promote well-being and social cohesion in an innovative and inclusive way.
The Evolution of a Territory
The positive media attention has also significantly impacted tourism in the area. Increasingly, people eager for an authentic experience choose to visit Valdobbiadene to join the mayor’s walks: these visitors, attracted by the combination of physical activity, scenic beauty, and wine and food culture, are helping to transform Valdobbiadene into one of the most sought-after destinations for lovers of quality wine and good food.
This new wave of tourism has therefore created additional opportunities for local economic development, particularly in the wine tourism sector. It is no coincidence that the growing demand for experiences related to Prosecco DOCG and other typical regional products has encouraged an expansion of the tourist offer, leading to new investments and entrepreneurial initiatives. Thus, Valdobbiadene has become not only a symbol of oenological excellence but also an example of how sustainable tourism can contribute to the economic and social well-being of a community.
After all, these are values that we at Way To Go have always upheld, celebrated, and aimed to amplify through the opportunities of our daily work.
The Interview with Francesco from Way To Go and the Impact on Wine Tourism
In the previous paragraphs, we talked about the town of Valdobbiadene and how it has gone viral thanks to Mayor Luciano Fregonese. Why are we discussing this in our offices? The answer is simple: because we are aware of the disruptive importance of such initiatives for the positive and propulsive boost of exporting Italian products nationally and, as in this case, internationally.
Valdobbiadene, renowned for its enchanting vineyards, is the home of Prosecco DOCG, one of the most famous and appreciated sparkling wines in the world. This, of course, makes it a highly coveted destination for wine tourists, who come from all over the world to taste the famous Prosecco right at the production sites, perhaps driven by virtuous initiatives like the one promoted by Mayor Luciano Fregonese.
It was during one of these walks in Valdobbiadene that our Francesco, one of the owners of Way To Go, was interviewed by Austrian TV, further highlighting the international interest in this initiative.
The Wine Shipping Service
During the occasion, Francesco also emphasized the importance of Way To Go’s wine shipping service, which allows tourists to avoid the hassle of transporting wine and food products, ensuring that each item arrives intact at its destination.
International Shipping: The Opportunity Offered by Way To Go
When a new tourism impulse inevitably generates an increased demand for services related to wine tourism, this is where Way To Go’s crucial role comes into play: we have developed a portal for the international shipment of wine online, enabling tourists to easily and independently ship the wine purchased in Italy to their homes. Furthermore, it is also possible to view the shipping cost before proceeding.
This portal offers numerous advantages, both for tourists and wineries:
• Advantages for tourists: They can bring a piece of Italy home without having to forgo the wine tasted during visits and tastings.
• Advantages for wineries: Thanks to affiliation with Way To Go, they can offer the shipping service, increasing wine sales related to visits and tastings.
The portal was designed to meet the real needs of the territory and tourists, ensuring fast delivery times and low costs. Don’t forget that behind it is a company active in the Wine & Food shipping sector for over twenty years, well aware of the pitfalls of this market and knowing how to best tackle them!
→ Don’t hesitate to contact us for more information: we are here ready to assist you with any of your needs! And cheers!
