Author profile: Emma Taveri is a destination management and destination marketing expert with strong experience in territorial development and recovery strategies.
Her contribution focuses on Recharge in Nature, a territorial marketing campaign created to relaunch the Belluno Dolomites after the devastating Vaia storm of 2018.
The key lesson: the project was built through co-design with local communities, helping operators rethink their offer around sustainability, nature-based wellbeing and more responsible tourism models.
Why it matters: it shows how marketing can be used not just to attract attention, but to support real destination change and long-term value creation after crisis.
