Trentino steps up tourism drive

The Trentino Marketing Board is gearing up to promote the northern Italian region to Britons as a year-round holiday alternative to more popular Italian regions such as Umbria and Tuscany.

It has hired Flagship Consulting to handle the account from September, in time for the winter 2004/05 season.

Flagship Consulting director of travel and leisure Sophy Grafton-Grattan, who will lead the account, said: ‘Trentino’s real competitors are mountainous skiing destinations like Switzerland and Austria.

‘We will be promoting it as a great walking destination but with the great flair that Italy and Italians offer.’

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