Montecatini Terme Invests in Accessibility, Training, and Data: A Model of Tourism and Cultural Innovation
Accessibility, operator training, and data analysis are the three pillars of the project promoted by the Municipality of Montecatini Terme under the Culture Grant, implemented with the support of the Centro Studi Turistici in Florence and Cristoforo – The Plus Planet.
Key results achieved include:
✔ 15 accessible guided tours, with a 100% satisfaction rate
✔ a tactile guide and a video in Italian Sign Language (LIS) dedicated to the city’s main monuments
✔ 5 online training sessions for tourism operators
✔ two strategic reports on tourist flows and online reputation
“We want a Montecatini Terme that is more accessible, informed, and competitive. Inclusion, knowledge, and innovation are the key to our tourism development,” said Beatrice Chelli, Councilor for Culture and UNESCO Site of Montecatini Terme, during the presentation of the project results and outputs, which involved the active collaboration of the Valdinievole Tourism Area.
The initiative aimed to make the city’s cultural heritage more inclusive, accessible, and strategically oriented, actively engaging citizens, visitors, and tourism operators through concrete actions.
Today, Montecatini Terme offers:
- a tactile guide for visually impaired visitors, available for free at the Tourist Office
- a video in Italian Sign Language (LIS) showcasing the city’s main attractions
In recent months, a professional training program was also carried out, consisting of 5 free online seminars designed to strengthen the skills of local tourism operators. To support strategic planning, the Centro Studi Turistici in Florence delivered:
- an analysis of tourist flows based on ISTAT data from 2018–2024
- an in-depth study of the destination’s online reputation, based on over 163,000 reviews from TripAdvisor, Booking.com, and Google
The project was accompanied by an institutional and digital communication campaign, disseminated through the official channels of the Valdinievole Tourism Area and the partners involved.
“We have systematized professional expertise, local insights, and advanced analytical tools. This is the approach we want to continue following: designing the tourism future of Montecatini with concreteness, vision, and inclusion,” emphasized Mayor Claudio Del Rosso.
