Cultural tourism products, motivations and existing gap

Declared a World Heritage by UNESCO in 1994, due to the majestic architecture of  Andrea Palladio, to which we owe the renaissance atmosphere of the urban  and rural landscape, where we can admire buildings of incomparable elegance today. Among these, the  Basilica Palladiana is a breathtaking view of the three city’s squares; the Olympic Theatre, the first and oldest permanent indoor theater of the modern era, several palaces and villas. The work of Palladio, based on a detailed study of classical architecture, gives the city its unique appearance. The palazzi were fitted into the urban texture of the medieval city, creating scenic ensembles and continuous street facades. At the gates of Vicenza we find one of its most architectural symbols, the country house Villa Almerico-Capra, also called La Rotonda, famous for the particular development of the symmetric central plan that fits harmoniously into the natural setting of the Berici Hills. Notwithstanding this unique cultural heritage, tourist flows are lower than those of the nearby cities of Padua, Verona and Venezia. But this could be a strength, not necessarily a weakness. It ensures the quality of both tourism experience and of the life in the city at the same time. For years there has been discussions on how to intercept flows from other destinations of the Region, but without great results. A change of perspective is therefore necessary: ​​leveraging on the strengths to build and develop a new tourist imaginary that points to very specific niches: architecture lovers, passionate of theatre, dance and music, food lovers looking for slow experiences in contact with culture and nature, cultural explorer, and businesspeople who could return after a job travel, with family or friends, Business tourism is fundamental for Vicenza.