Summary: The aim of SUCCESS project is to investigate to what...
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Verona is the second largest city in Veneto Region, northern Italy. It is one of the main tourist destinations in northern Italy, owing to its artistic heritage, several annual fairs, shows, and operas, such as the lyrical season in the Arena, the ancient amphitheatre built by the Romans. The City has been awarded WORLD HERITAGE SITE status by UNESCO because of its urban structure and architecture. The key factors for local success are the beauty of the landscape and the strategical location; rich territory traditions and rich historical and cultural heritage; local policies for the enhancement of important military architecture examples; several valuable tourism initiatives; local investment in cultural industry; energy-efficiency promotion; innovative mobility policy, oriented to traffic information management/cooperative systems vehicle-infrastructure and vechicle-vehicle/mobility observatory development.
As regards natural and cultural heritage, and its influence on tourism, the city represents an important attraction because of its folklore, the mild climate of Lake Garda, the mountain areas embracing Monte Baldo and Lessinia (with its new Natural Park). Then, Verona Opera Season draws more than a half a million music-lovers to the Arena every year: the setting, musical quality and direction are truly superb and performances of Verdi’s Aida are spectacular. The Roman theatre is equally home to a Season of Drama, Music and Dance attracting large audiences and many people from all over the world. The cultural and economic impact of Opera Season are every year relevant and generate considerable induced activity (hundreds of million EUR, including not only Opera performances operators but also services and goods providers to the first line operators. Other initiatives are yearly carried out, to promote the image of “City of Love”, due to the shakespearian legend of Romeo and Juliet: “Verona in love” is the exhibition and sale of local typical products, printings and books, inspired by the shakespearean tragedy of “Romeo and Juliet”; “Marry me in Verona - a once in a lifetime experience… following the footsteps of Romeo and Juliet" allows tourists organize their wedding ceremony in Verona in the exclusive setting of prestigious historical buildings.
Concerning economy, a particular and successful aspect of the local economy is represented by the “industrial clusters”, areas with a high concentration of small and medium size enterprises specialized in a specific productive sector, serving global markets, extremely flexible in adapting to the needs of their customers.Industrial and small-business enterprises in Verona and its province operate in areas as diverse as engineering, graphic arts, chemicals-pharmaceuticals, agro-foods, natural stone processing, furniture, footwear and clothing. The engineering field includes heating, air conditioning, trailers, machinery for agriculture, natural stone processing, Manufacturing industry and foreign trade are a booster for local economy.Manufacture is fundamental for the development of the area and it generates more than 30% of the local gross domestic product. Other production fields are Furniture, Agro-food, Wine & Spirits, Bakery, biscuits, sweets, ice-cream, Frozen foods, Conserves, jams and marmalades,Fresh pasta and famous “tortellini”, Fashion, Footwear, Graphic arts and printings. The most recent business trend is creative cultural industries-oriented. Local fairs are internationally renowned. " VeronaFiere" - the exhibition authority - figures the first direct organizing company in Italy, with more than a hundred employed people, and a yearly induced activity of around 900 mio €. Extensive banking services manage significant savings and investment accounts, making Verona one of the most important financial markets in Italy.The most important Italian and Foreign Banks are well represented and consolidated in Verona (UNICREDIT Banca Spa, Banca Popolare di Verona, Banca d’Italia, Banca Nazionale del Lavoro, Deutsche Bank, Banca Antonveneta, Banca Monte dei Paschi di Siena, etc….). The role played by local authorities is very important to foster the starting up of econmic cycle, activate public policies aiming at job creation and protection, support industrial development.