The hills of Langhe and Roero were recognized as Italy's fiftieth World Heritage site during the assembly of UNESCO's leading officials in Qatar on June 22, 2014. This panoramic area of more than 10,000 hectares, 29 municipalities and 3 provinces (Asti, Alessandria and Cuneo) is now expecting an unprecedented growth. The local economy will flourish in the Barolo area and the hills of Barbaresco, Nizza Monferrato and Barbera, Canelli with its Asti Spumante and Monferrato. Six entities received their recognition at the assembly: Langa del Barolo, the castle of Grinzane and the hills of Barbaresco, Nizza Monferrato and Barbera. With no less than 100 pages it was a hefty file, but it has resulted in the protection of 76,000 hectares of vineyards and agriculture in the broader sense, in the preservation of age-long traditions and the spread of historical and cultural values to a greater audience, which likewise will bring renewed appreciation with it. The fiftieth UNESCO World Heritage site comprises 800 cantinas (wine producers), of which 600 are small, artisanal, family-run companies. 19% of harvested grapes go to cooperative entities, 36% to historic wine taverns, 23% to artisanal, small companies and 22% end up on the market.
A noteworthy detail, which as it happens Angelo Gaja elaborated on during the ceremony of June 28th in Castello Grinzane Cavour: Roero – an area which has made enormous promotional efforts in the last few years – was not included in the area falling under the protection of UNESCO, because the thirteen mayors of the municipalities long ago signed a letter waiving that potential future honour. A trick from the magic box, as it were, in order to let Roero join in the benefits anyway: The area of the Langhe was defined as Langhe-Roero, but officially Roero actually isn't on the map. Roberto Cerrato, one of the driving forces behind the UNESCO recognition of Asti, Alessandria and Langhe, analysed the figures for the regions that had previously gained their UNESCO World Heritage recognition. He arrived at the conclusion that the earnings from tourism might rise by 30%, provided, of course, that the network of possibilities on the ground is expanded on. Consider for example the transport and other facilities that promote the dispersal of information. This rise is already being felt, as many hotels specialising in larger groups are already booked up for May-June next year. A quick look at the numbers immediately reveals that this growth is a tangible fact: In 2011, the number of visitors rose from 331,000 in 2001 to 667,000. 850,000 visitors in 2014 would definitely be a plausible forecast, which would in turn generate a turnover of 280,000 €. This will without a doubt be an enormous boost to look forward to for the numerous family-run entities that earn their daily income through wine production and Slow Food! Barolo and Barbaresco will become even more powerful players in the international world of wine.
How much does the average tourist spend per day in our region of Langhe? The Italians playing a home game by visiting this region on the weekend spend the least about 95 € per person, whereas the average foreign tourist spends 226 € including accommodation. The average stay lasts 2-3 days.
The newest site of the UNESCO World Heritage comprises 3,800 beds (which entails a rise of 600 beds compared to 2001). For instance, in Barolo with surrounding there were 1,591 beds ready for visitors in 2007, whereas that number adds up to 1,936 beds today. Numerous new locations, B&Bs and agriturismos are popping up, completely tuned to the wishes of the new demanding and pampered tourists thanks to free Wi-Fi, wellness facilities, etc.
Interested in enjoying the UNESCO World Heritage in combination with a maximal Slow Food & Wine experience? You can always contact me via e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it..
/Karina Imschoot
