Modena, a city renowned for its rich cultural heritage and gastronomic excellence, is enhancing the knowledge of its local tourism ambassadors through an educational initiative. "Do you know Modena?", a collaborative effort by the municipal Tourism Service and Modenatur, is set to recommence on October 27 with an immersive guided tour of the iconic Duomo cathedral and various museums. This program is designed to equip individuals who frequently interact with tourists—such as hotel staff, museum and library custodians, travel agents, booksellers, shopkeepers, and municipal police officers—with in-depth information about the city's attractions and cultural offerings.
The initiative offers a series of free guided visits, occurring roughly twice a month until April, to familiarize participants with Modena's historical and contemporary landmarks. These include the Cathedral, the Palazzo Ducale, and a variety of museums and galleries, as well as unique exhibition spaces like the Stanguellini Car Museum, the Cagliari Coffee Museum, and the Volleyball Museum.
Interested individuals can register for each session by contacting the IAT Tourist Information Office via email (iatmo@comune.modena.it) or phone (059 2032660). The maximum number of attendees for each tour is capped at 30, but additional sessions will be organized to accommodate excess demand. When registering, participants are required to provide their profession and, if applicable, the name of the establishment they represent.
The inaugural meeting, focusing on the Cathedral and its Museum, is scheduled for Thursday, October 27 at 14:00. Renato Cavani will guide attendees through the cathedral's treasures. Registrations for this session must be submitted by Thursday, October 20, and the meeting point is Corso Duomo.
For more information about the "Do you know Modena?" initiative, interested parties can reach out to Paola Bonetti or Paola Bigini from the Municipal Tourism Service (059 2032793 or 2032894).
In addition to this program, Modenatur and the Tourism Office of the Municipality of Modena are preparing a separate series of events tailored to the needs of professional tour guides, escorts, and interpreters.
While the "Do you know Modena?" program is a local initiative, it reflects a broader trend in the tourism industry. According to the World Tourism Organization (UNWTO), training programs for tourism professionals can significantly enhance visitor experiences and contribute to sustainable tourism practices. Moreover, a study by the European Travel Commission (ETC) suggests that well-informed local ambassadors can effectively promote lesser-known attractions, thereby helping to distribute tourist flows more evenly and reduce over-tourism in popular destinations.
Modena itself is a testament to the value of cultural tourism. The city's Duomo, Torre Civica, and Piazza Grande have been recognized as UNESCO World Heritage Sites since 1997, attracting history and architecture enthusiasts from around the globe. Additionally, Modena's reputation as a hub for traditional balsamic vinegar and the birthplace of Enzo Ferrari adds to its appeal for culinary and automotive aficionados.
By investing in the education of local tourism representatives, Modena is not only enhancing the visitor experience but also fostering a sense of pride and ownership among residents over their city's cultural assets. This initiative serves as a model for other cities looking to leverage their unique heritage in a sustainable and inclusive manner.
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