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Tuscany Adventure Times

This new project sponsored by the Region of Tuscany and Toscana Promozione Turistica aims to relaunch adventure tourism in Tuscany, a territory which offers many opportunities for outdoor sport and activity holidays

Fabrizio Lodi

Tuscany Adventure Times

A rafting trip on the Arno and a fascinating ride under the Ponte Vecchio christened the new tourist project, Tuscany Adventure Times, devised by Toscana Promozione Turistica and the Region of Tuscany. It is designed to introduce people to a new, fun way of discovering a territory mostly famous for its art, culture, food, wine and landscapes.

Endorsing the event were the regional tourism assessor, Stefano Ciuoffo, the director of Toscana Promozione Turistica , Alberto Peruzzini, and the project's spokesperson, Marta Javarone, on board two rubber dinghies. Then there was a press conference under the pergola at the foot of the Uffizi.

"The choice to create this experience is not by chance", explained the assessor, Ciuoffo. "It is a new way to stimulate stories and teach people just how many more different, unusual things there are to do in Florence and Tuscany than what they already offer the world. Today, we are in Florence, but really we are just departing from here on a journey to discover places that are not yet seen as tourist destinations in our region, but that still have that fascinating quality that makes Tuscany so precious".

It took two years of preparation to make the new adventure holiday proposal a reality. Alberto Peruzzini, director of Toscana Promozione Turistica, reminds us: "With Tuscany Adventure Times, we are trying to catch onto one of the new travel trends on its way up in the world, and provide our guests with a new opportunity to get to know Tuscany. This project gives us the chance to see at our region in a new way, through new tours that leave behind the banal stereotypes: it allows us to work with the land and grow together in harmony, respecting the true essence of the Tuscan lifestyle".

Despite still being quite niche, adventure tourism interests customers with a higher spending capacity, and could therefore bring significant economic returns for the region.

And in fact, the 2018 edition of the Adventure Travel World Summit, the most important international event dedicated to adventure tourism, will take place in Tuscany (Montecatini Terme, 15th-18th October). 

The objective of Tuscany Adventure Times is to help people to discover new holiday opportunities which are directly connected to the region, giving value to outdoor activities, adventure, fun, emotional experiences and adrenaline.

From the Apennines to the sea, there are dozens of opportunities as part of this project, which was formed from a collaboration between entrepreneurs and the region. Cycling, mountain-biking, sailing, boating and vintage boat rides, surfing, kitesurfing, SUP, scuba diving, snorkelling, coasteering, SPA floating, swamp cruises, kayaking/canoeing, swimming, rafting, trekking, walking, canyoning, jumping activities, river trekking, mountain hiking, climbing, caving, trail running, orienteering.

"An incredible selection of opportunities", explains Marta Javarone, the director of the project, "aimed at people who love to discover a place through an adventure holiday, practising a physical activity that would satisfy both thrill-seekers and families simply looking for new experiences. Adventure-tourism is a phenomenon that started in the USA, and we know well how important the market is for us as well.
Now, we must work hard to put ourselves in a good position in the national and international market. It is for this reason that we are now the first Italian region to have joined ATTA (Adventure Travel Trade Association), the most important international network in the sector”.