Researchers from the Institute of International Economics and the SIV (Service+Innovation+Value) group at the University of Valencia, led by marketing professors Amparo Cervera and Walesska Schlesinger, presented the Strategic Territorial Marketing Plan for the Province of Bergamo during the THRIVE project meeting (Talent Harvest: Rural Intangible Heritage and Value Empowerment) project meeting, held in Bergamo (Italy) from January 12 to 14, 2026.
This proposal integrates international benchmarking with the Intangible Cultural Heritage of the province of Bergamo, bringing together youth entrepreneurship, innovation, and sustainable cultural tourism to combat rural depopulation. The proposals aim to position the province of Bergamo as a European benchmark for inclusive territorial transformation through the enhancement of intangible cultural heritage.
During the meeting, working sessions were also held with the other partners (from Italy, Portugal, Slovenia, and Croatia) and with the selected future entrepreneurs to discuss the next stages to be developed within the framework of the project.
