«I paesaggi vitivinicoli del Piemonte: Langhe, Roero E Monferrato»: an italian example of UNESCO cultural landscape based on the valorisation of traditional terroir

Wine-growing landscapes represent the intersection and dialogue of natural and human factors, a cultural landscape that is stratified over time to represent the customs of the local community. They describe a living landscape where transformation reflects farmers’ desire to improve forms of construction and design content concerned with the cultivation of wine. Wine has a determined value because of the territory’s historical context, and it becomes a tool for enhancing the territory as an economic driver. In particular, the UNESCO cultural landscapes constitute a trademark that attracts people worldwide and is a brand of global significance in tourism. An example is «I paesaggi vitivinicoli del Piemonte: Langhe, Roero e Monferrato» that, since becoming part of the UNESCO heritage in 2014, has brought a significant increase in tourist flow to the region. The brand power acquired over time has also shaped the identity of neighbouring areas not included in the nomination.