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18 April 2008

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SARDEGNA – A SECRET NO MORE

Press conference introduces the many charms of Sardegna to Canadians
Charmaine Pang

Riccardo Strano, Director of the IGTB in North America, Luisa Anna Depau, Minister of Tourism and Commerce for Sardegna; Gianni Bardini, the Italian Consul-General in Toronto; Enzo Colombo, Director of the Italian Government Tourist Board (IGTB) Canada

Yesterday evening, the Italian Government Tourist Board in Toronto held a press conference and reception for tour operators, travel agents and the media. Approximately 50 guests were present at the press conference, which aimed to showcase a little-known (to Canadians, at least) region of Italy, the fascinating island of Sardegna.

Present at the meeting were Enzo Colombo, Director of the Italian Government Tourist Board (IGTB) Canada, Riccardo Strano, Director of the IGTB in North America, Gianni Bardini, the Italian Consul-General in Toronto, and the featured speaker of the evening, Luisa Anna Depau, the Minister of Tourism and Commerce for Sardegna.

The flag of the 4 Moors - Sardegna's flag

Colombo said it was “love at first sight” when he first visited Sardegna. Consul General Bardini agreed, noting that Sardegna was his second favourite place in Italy, after Tuscany, where he is from. Bardini said the beauty of the sea in Sardegna was “unparalleled”, as the region holds a very special place in many Italians’ hearts. He added that the island needs to be explored and displayed in all its beauty, especially to Canadians – and this is why Ms. Depau, the Minister of Tourism, was present.

Sardegna – more than you think

Impossibly beautiful: Costa Smeralda

A common misconception about the island is that tourism offerings are extremely high-end. While Sardegna is famous among the jet-set crowd for its glittering ports (including the Costa Smeralda or Emerald Coast), there is, in reality, a wide range of accommodations and tourist experiences great for the average Canadian.

Depau is on a tour to North America to promote her region’s tourism offerings, and this is the first time Sardegna has actively courted the Canadian market. The tourism officials in the region wish to strengthen ties with the Canadian travel trade to promote the region to travellers.

For Italians and Europeans, Sardegna is well known as a “mecca for tourism”, due to the beauty of the sea and coastline. It’s located in the middle of the Mediterranean Sea and is the second-largest island in Italy after Sicily. There are about 1.5 million inhabitants on Sardegna.

A rich tradition of history and culture

Sardegna's Carnivale

The island is filled with ancient history, tradition and a melting pot of cultures, including Phoenician, Roman, Arab, Catalan, Spanish and the Nuragic civilization. Modern-day Sardinians are genetically distinct from the rest of Italy, and speak ‘lingua Sarda’, classified as a separate language of its own and not a dialect. Native Sardegnans are also known for their longevity, with some residents living to over 100; scientists are researching this phenomenon.

A rich cultural tradition is apparent in isolated Sardinia – there are numerous festivals and rituals taking place at any time of year. Gastronomy, including wine, cheese and other cuisine, is also something one must partake in. There are many delicacies unique to the island, and some recipes are thousands of years old.

How to get there, when to go

La Maddalena, Sardegna

There are no direct flights to Sardegna from Canada; most major European gateways offer direct connections to any one of the island’s three airports.

The best time to visit, especially if you’re booking groups, is in the spring or the fall, although summer is the high season for visitors. In December, the climate is still relatively warm (around 20 degrees Celsius); the island is in a subtropical climate and is warmer in the south.

Depau says an ideal length of stay is about five days in order to properly experience the island.

Sardegna is a perfect FIT destination for clients who like to fly and drive and take their own time to explore. A wide range of accommodations are available. Many of the island’s most remote rural areas, the hinterlands, are hard to get at, and if you wish to travel there, you’ll need a guide to take you into the secluded terrain.

While Sardegna is well known to Europeans and Italians, it’s still a new destination for Canadians. With time, Italy’s best kept secret will be out. Adventurous, discerning clients who are looking for a breathtaking stopover to their European holidays will certainly appreciate Sardegna’s many offerings.

For more information about Sardegna, visit sardegnaturismo.it. Contact the Italian Government Tourist Board at italiantourism.com or call 416-925-4882.

Gianni Bardini, the Italian Consul-General in Toronto

The press conference

Riccardo Strano, Director of the IGTB in North America

Luisa Anna Depau, Minister of Tourism and Commerce for Sardegna

At the press conference

Luisa Anna Depau, Minister of Tourism and Commerce for Sardegna