The Dolomites in the province of Belluno are showing themselves to the world in a new, multicoloured 'outfit', with a logo highlighting their claim as "The Mountains of Venice".
The new tourism branding campaign launched by the DMO Dolomites of the Province of Belluno Consortium was presented on the opening day of the BIT Milano international tourism trade fair.
The rebranding effort is aimed at strengthening the identity of the territory, also following the Milan-Cortina candidacy for the 2026 Olympic Games.
Participating at the brand campaign's launch were regional tourism councillor Federico Caner, Belluno provincial governor Roberto Padrin, and Cortina d'Ampezzo mayor Gianpietro Ghedina.
"The Dolomites, with the brand 'The Mountains of Venice', have followed the path of the region with its new brand, 'The Land of Venice'," Caner said.
"Over 46% of the mountains recognised by UNESCO are in Belluno territory. For us it's a pride and an honour to be able to show them" he said.
"Our tourism isn't just domestic; tourists arrived from around the world," he said.
"It's important to communicate to them that near Venice there are splendid mountains. Veneto isn't just Venice. There are lots of places and possibilities for exciting tourism," Caner said.
Padrin said the launch was an important day because "we have launched this brand that ties our mountains to the extraordinary beauty of Venice".
"It's a connection that's not only geographic but also historic, given that a majority of Venice depends on the wood that comes from our lands," Padrin said.
"It's a chance to promote this heritage of landscapes, culture, sport, and food and wine. I hope that starting today a new history will take off, that can promote and enhance our territory," he said.
Cortina mayor Ghedina said his is a city that "lives with the nature, snow, and ice of the Dolomites".
"This year we are celebrating the 10-year anniversary of recognition of the Dolomites as a UNESCO World Heritage Centre. There's a lot of enthusiasm for this launch, and I'm happy to have collaborated," he said.
"After having hosted the Olympics in 1956, today we believe in the Milan-Cortina 2026 candidacy. Our work is the work of a team, with very low costs and a reduced environmental impact, thanks to the use of pre-existing structures in various regions. Our candidacy is strong and Cortina is looking at this chance for a relaunch with great enthusiasm. If we work together we can overcome the challenges of the future with benefit for all," he said.
In addition to the new logo, the branding campaign provides for a series of actions aimed at raising awareness of the best tourist experiences that visitors as well as locals can find in the province of Belluno.
These include the ski resorts of Dolomiti Superski, connected to various small mountain towns, during the winter; highlands hiking trails and paths in the summer' as well as cycling paths (with rings for mountain biking and the historic climbs of the Giro d'Italia), mountain climbing, canyoneering, and paragliding.
In addition to sporting and nature activities there are also cultural and food and wine itineraries to be explored.
In collaboration with:
Provincia di Belluno e Consorzio DMO Dolomiti