The town of Abetone, in the Pistoia Apennines in the Tuscany region, is reshaping its position on the mountain tourism map thanks to the presence of VIPs, influencers and young people who have chosen the ski resort as their main destination since last December.
The first to visit the city was the American actress and model Anya Taylor-Joy, protagonist of the Netflix miniseries “The Queen's Gambit”, who has almost 12 million followers on Instagram alone.
The posts, selfies, smiling videos have become a global promotion.
Next were the Italians Claudio Amendola and Valerio Merola, actor and TV presenter respectively, while in recent days a clip of comedian Chiara Profeti went viral, saying that she despises Courmayeur, in the Aosta Valley, and goes down the slopes of Abetone in a bobsleigh.
In the background of the recording, among VIPs, actors and influencers, hundreds of young people appear who have rediscovered the Tuscan city.
“We are faced with a true case of charm capable of renewal and innovation. Today, according to the news, Abetone speaks closely to the new generations, attracting a target that has partially changed compared to the past. It is a dynamic that we must know how to read, making it a new ambition and that must be decisively supported”, stated the Italian General Confederation of Enterprises, Professional Activities and Self-Employment (Confcommercio).
Abetone is a ski destination for a large segment of people, mainly Italians, unlike the Dolomites, where tourism is predominantly foreign and has the potential to generate high spending.
“The still affordable prices recorded in the Pistoia Apennines are an additional factor that contributes to making it attractive for skiing weeks”, noted the economic operators.
According to Confcommercio, Abetone’s central position with regard to its reference market is also another important added value. “Institutions and stakeholders must insist on these strengths, also renewing their vision”, it concluded. (HANDLE)
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