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What does Airbnb cultivate with the agreement with Coldiretti?

2 weeks ago babelfish

What does Airbnb cultivate with the agreement with Coldiretti?

The winks between Airbnb and the Italian government continue: now also an agreement with Coldiretti, a reference electoral basin for the right

The stage is that of great occasions, Vinitaly, a fair that has always celebrated the best of Made in Italy. Fair which, by its very nature, should welcome a majority of patrons potentially hostile to Airbnb, if only due to its foreign origin, not to mention that "hit and run tourism" against which a number of growing number of municipal administrations (voices carefully collected by Corriere della Sera which, as Start Magazine reported, is very critical of the tourist platform ). The stage, it was said, was that of Vinitaly and was used by Airbnb to announce a singular and unprecedented captatio benevolentiae : a collaboration with Coldiretti.

WHAT AIRBNB AND COLDIRETTI DO

Together with the main organization of agricultural entrepreneurs at national and European level (it boasts one million six hundred thousand members) the reality created by Brian Chesky, Joe Gebbia and Nathan Blecharczyk intends to collaborate for "the promotion and rediscovery of Italian wine districts outside the traditional tourist destinations".

Airbnb's commitment to promoting wine tourism – we read in the press materials – builds on the popularity of the Vineyards category, which allows guests to search for accommodation in vine-growing areas. Overnight stays in the vineyards increased by 400% in 2023 compared to 2022, with over 880 thousand visitors hosted and an average length of stay of 3.88 nights.

The Airbnb-Coldiretti campaign is aimed at promoting and strengthening the Italian winemaking tradition through the network of hosts, who will act as 'ambassadors' of the territory. From what we learn from social media, Airbnb and Coldiretti have identified three excellent wine districts in which traditional knowledge and skills are handed down from generation to generation: the Prosecco hills of Conegliano and Valdobbiadene (TV) in Veneto, the Castelli Romani (RM) in Lazio and the Pollino Park (CS) in Calabria.

THE (NON-AGRICULTURAL) MEDIA CAMPAIGN

The campaign – continues the press release – is far-reaching and includes a multi-pronged approach in each of the three areas of interest in the country, including: a dedicated website (available in Italian and English) for each district; Webinar for hosts from the three regions involved to provide them with insights into the initiative; an awareness campaign via email to hosts in the area to encourage them to support the project and provide them with the initiative materials and widespread media dissemination, through the press and digital platforms to broaden awareness of the initiative.

“Airbnb's partnership with Coldiretti is aimed at promoting sustainable tourism that respects local communities and the environment. Our collaboration aims to strengthen the economy of micro and small farmers in Italy through these dedicated paths. We firmly believe that this support not only promotes a more sustainable way of travelling, but also contributes to the vitality of the tourism sector,” commented Valentina Reino , Head of Public Policy & Campaign at Airbnb Italia.

“An agreement like this is the demonstration of how the growth of the wine tourism phenomenon confirms wine as an added value for our Made in Italy. For this reason, the work done by our companies, wineries and Italian farmhouses was important, to make wine places increasingly holiday and visit destinations for the many Italian and foreign tourists. For us, visiting a winery is not a commercial action, it is an experience of history, taste, passion and future", echoed Ettore Prandini , National President of Coldiretti.

CULTIVATE GOOD RELATIONSHIPS

The last period has been particularly difficult for Airbnb and not only due to the growing hostility expressed by some mayors who accuse it of having driven the rental market crazy . In fact, she had to swallow the new rules on short-term rentals (weakened in any case compared to the announcements) and above all to reach an agreement with the Italian tax authorities , having the Milan Public Prosecutor's Office knocking on her door .

Perhaps this is also why Airbnb wanted to wink at Coldiretti who, as is known, is a very important source of votes for this government. A few months ago Airbnb had a campaign on Made in Italy in the artisan districts sponsored by the Ministry of Tourism headed by Daniela Santanchè, advertised in an event of the Formiche newspaper: Start Magazine had talked about it here.

This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/airbnb-coldiretti-accordo/ on Sun, 28 Apr 2024 15:52:17 +0000.