Since the end of July, visitors have been able to purchase original Val di Fassa souvenirs and items that showcase the destination and promote responsible tourism
A region and its values are also conveyed through products that consistently reflect the brand. It is from this idea that the Val di Fassa Tourist Board’s merchandising range has emerged; the Board is currently launching three product lines, available at tourist information offices, designed to help both visitors and residents discover the valley and embrace its values.
Alongside the signature red Val di Fassa-branded products, such as water bottles, organic cotton bags and pencil cases, the brand-new Summit Diary stands out – a notebook dedicated to those who wish to preserve memories, emotions and experiences enjoyed among the peaks of Val di Fassa. It is with this diary – which encourages mindful behaviour whilst on holiday (and beyond) – that the new “Val di Fassa Respe(c)t” collection makes its debut, a range that also includes organic cotton shopping bags, eco-friendly paper shopping bags, water bottles and (plantable) pencils. Meanwhile, a range for younger visitors features neck warmers, water bottles with special spouts and an original memory game, featuring some of the region’s charming characters.
The initiative forms part of the sustainability programme launched by ApT Val di Fassa, which culminated last May in the award of GSTC (Global Sustainable Tourism Council) certification, one of the most authoritative international standards for sustainable tourism. This achievement reinforces a strategy focused not only on the development of responsible tourism products, but also on communication that effectively conveys the values of the local area.
‘With this range of merchandise,’ explains Nicolò Weiss, director of ApT Val di Fassa, ‘which partly draws on the classic imagery of the Val di Fassa and is complemented by the “Respe(c)t” line, we are reaching out to our guests, as well as our members and all local operators, to involve them in the journey we have embarked upon towards mindful stays and lifestyles in a valley that deserves attention and protection. The choice of high-quality products – starting with the materials and bespoke designs – invites visitors, in particular, to reflect on the quality of the Dolomite environment and the unique Ladin culture and traditions that are waiting to be discovered and experienced with care. The children’s range also conveys simple messages through animals and plants that young visitors might encounter in the area, encouraging them to observe and form a genuine connection with the local flora and fauna.”
Val di Fassa Respe(c)t: an invitation to discover and respect the valley
The new “Val di Fassa Respe(c)t” range – which features the word “respect” in both Ladin and English to represent the strong roots of local culture as it engages with the international community – is much more than just a collection of souvenirs. It is a project that invites visitors and residents alike to experience the valley mindfully, promoting an approach based on knowledge of and respect for the environment, the community and local culture. Even the logo embodies this philosophy: its four symbols represent the pillars of sustainability – environmental, cultural, socio-economic and good governance – becoming a hallmark of the destination’s commitment to a future-oriented development model. The new visual identity features on all items in the collection, which are crafted from carefully selected materials using environmentally friendly production processes.
“Summit Diary”
The emblem of “Val di Fassa Respe(c)t”, the “Summit Diary” is the new travel companion for visitors to the Val di Fassa. In pocket-sized format, it is a space in which to collect thoughts, words, drawings and photographs, dedicated to those who regard the mountains not only as a destination to explore, but also as a heritage to be respected and safeguarded. At a time when the tourism industry is being called upon to reflect on its impact, the diary encourages people to experience the mountains with greater awareness. It does not impose rules, but offers ideas and suggestions for adopting more responsible behaviour. Inspired by traditional summit logs, in which hikers leave a record of their visit and the emotions experienced during the ascent, the “Summit Diary” offers a more intimate and personal reinterpretation of this tradition. It thus becomes a space in which to recount one’s journey towards greater consideration for nature, the people and the culture of the valley. Its message is simple yet meaningful: every action leaves a mark. For this reason, its pages offer ideas and reflections on how to experience the Dolomites in a personal yet respectful way.
Lis, a fox mascot for younger children
Among the new additions is a range designed for children, which launches a new educational initiative featuring characters inspired by the natural world of the Val di Fassa. The star of the first collection is ‘Lis la bolp’ (Lis the fox, in Ladin), a charming mascot featured on neck warmers, water bottles with a handy spout and a fun memory game. The aim is to create a series of characters which, year after year, will tell the story of the region through animals and elements typical of the Dolomite landscape, transforming each item into a tool for play, discovery and learning about respect for the environment, using simple language suitable for young children.
All these products are available at the valley’s Tourist Offices and make for an authentic souvenir of your experience in Fassa, as well as an original gift idea. To round off the project, the offices also hand out free paper bags for visitors to use to collect and carry their rubbish back down to the valley, making a tangible contribution to protecting the mountain environment.
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