Igino Morini has worked for years within the Parmigiano Reggiano Consortium to shape a powerful idea: turning cheese not only into a product, but into an experience capable of generating emotion, memory and tourism value.
Alongside the development of digital tools such as booking platforms, Morini has invested heavily in training dairy staff so that they can welcome visitors with competence, empathy and authentic storytelling. He has also promoted specific courses for tour guides to help them communicate the cultural value of artisanal know-how.
In this approach, tourism becomes a bridge between those who produce and those who visit, and the experience curator emerges as a key professional figure for translating identity into meaningful visitor journeys.
