Territorial Marketing of Nebrodi District (Sicily, Italy)

Nebrodi district is in the north-east of Sicily, has a surface of 1,243 km2, and includes 25 municipalities. In the last decade population is decreasing and also the number of employees in agriculture is progressively declining. The aim of this paper is to describe a strategy to promote economic activities of the area, in particular agriculture, tourism and handicraft in the context of sustainable development. The research used as methodology the land marketing, to synergise and promote all the economic activities of the district. The land marketing, born to promote urban areas and the real estate market, focuses on “land product” as a mix of infrastructures, public facilities, attractions, products of several economic fields, natural resources and historic-cultural features. Moreover using the land marketing helps also to constitute an “active land system”, in which the economics, the environment and the social cohesion and balance contribute to the development of the area. The land marketing should promote the district but also strengthen socioeconomic tissue, develop a new entrepreneurship, spread new skills and innovations, attract potential customers. Moreover attention is given to three main aspects connected to the market: the vision, the positioning and the segmentation. The research identified the main productive divisions of the district and proposed the marketing actions. In agricultural division the strategic productions are olive and hazel, whereas in zootechnics breeding of traditional breed (San Fratello horse, “Red Sicilian” cow, Nebrodi black pig) should be favoured. The craft activities, which should be favoured, are wrought iron, wood and ceramics manufacturing. Beside agricultural and craft activities, recreational activities (trekkeing, golf) should be supported. The environmental conservation , already present with natural park, and reforestation constitute another important aspect that should be promote by land marketing. Moreover the study proposes some marketing instruments (advertising, public relations, promotion, great events) to promote the district in the market.