Alessandria del Carretto: a village of resilience and creativity

This paper documents the promotion strategies outlined as part of the La Via del Pollino Orientale project, which aims to invest in Alessandria del Carretto by experimenting with promotional methods that highlight its visual identity and distinctive features, enhancing its local recognition, emphasising its tangible and intangible heritage, and developing models of cultural and excursion-based tourism, recognised as resources for countering seasonality. The main methodological approaches supporting the programme involved documentary analysis, observation, interviews, the planning of specific restoration and regeneration projects, alongside the creation of information networks on local customs, traditions and practices, geared towards the hospitality that has always characterised small communities and which is based on sharing, sustainability and the enhancement of the local area, facilitating the traveller’s integration into local lifestyles through emotional connections and cultural exchange. The protection of the built heritage, the improvement of service standards, communication and the expansion of accommodation provision all work together to enhance access to heritage sites, encouraging the emergence of unknown heritage, collective memory, cultural diversity and religious tradition. Culture-driven economic development, which encourages convivial tourism by harnessing cultural, artistic and creative heritage as the main driver for sustainable growth and local regeneration, is undoubtedly an effective and viable means of revitalising the village whilst, at the same time, promoting the revival and emergence of commercial, catering and craft businesses.