The Consortium aims to transform the region of origin into a year-round tourist destination, with the strategic goal of attracting 300,000 visitors directly to the high-altitude dairies by 2029
The Protection Consortium is launching “Vivi Parmigiano Reggiano”, a strategic project aimed at transforming the PDO’s region of origin into a tourist destination to visit, experience, and share. The project covers the entire production area, which spans the provinces of Parma, Reggio Emilia, Modena, and Mantua on the right bank of the Po River, and Bologna on the left bank of the Reno River. This area welcomes approximately four million visitors each year.
The Consortium’s goal is to channel this flow in an increasingly structured way, bringing tourists directly into the cheese dairies and increasing visitor numbers from the current 100,000 to 300,000 by 2029. The initiative marks a paradigm shift for the Consortium: the goal is to move beyond an approach focused exclusively on the product and embrace a broader vision that places the visitor experience at the center.
Parmigiano Reggiano possesses a unique historical, human, and landscape heritage that perfectly meets the new needs of contemporary tourists, who seek authenticity, unique experiences, and direct contact with producers.
At the heart of “Vivi Parmigiano Reggiano” is an invitation to discover this ecosystem not only during major events, but every day. The PDO dairies are, in fact, open to visitors 365 days a year; experiences — ranging from observing the production process to guided tastings — can be easily booked through the Consortium’s official website.
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