Last October, our Group was awarded the tender under the PNRR – National Programme for Historic Villages, Line A, for the provision of services dedicated to cultural development, knowledge building and the enhancement of the Historic Spa Village of Recoaro.
The project is part of a broader process of cultural and social regeneration of the village, aimed at strengthening its historical identity and relaunching its positioning as a sustainable, cultural and wellness tourism destination, capable of engaging diverse audiences at both national and international levels.
A vision between heritage and the future
Among the first actions, following an in-depth analysis of the territory and its resources, we will develop an integrated communication and place marketing plan, including:
- the restyling of the official logo, designed to clearly and harmoniously convey Recoaro’s core values (thermal wellness, nature, sports and its Liberty-style heritage);
- the redesign of the website, the launch of a dedicated Instagram page and the strengthening of social media presence, to reinforce Recoaro Terme’s positioning among leading cultural, natural and spa destinations.
The project will also include the development of tailored digital content and immersive Augmented Reality experiences, delivered through information totems and QR codes linked to the 21 points of interest within the historic village.
In addition, bilingual brochures, a narrative podcast and a WebApp will be created to explore thematic itineraries, promoting slow, sustainable and accessible tourism.
Digital innovation and a phygital approach
A distinctive feature of the project is the integration of digital and immersive technologies, particularly through the use of Augmented Reality, extending the visitor experience of the Recoaro village before, during and after the stay.
The “phygital” approach — combining physical and digital dimensions — aims to build a lasting connection between the territory and its audiences, encouraging new forms of participation and engagement.
Community and sustainability
The regeneration of the Historic Spa Village of Recoaro also places the local community at the heart of the process, recognising it as an active participant in the relaunch. Through this project, Capitale Cultura reaffirms its commitment to supporting Italian villages and territories in enhancement pathways that successfully combine identity, innovation and sustainability.
