World Report

PROVINCE OF BRESCIA Among Italy’s top ten tourism hotspots

rescia, with a population of around 1.1 million, is an industrial and agricultural powerhouse on the western side of the Lombardy region. Its core strength lies in its export-oriented small and medium-sized companies that operate across a wide range of sectors, including commerce, handicrafts, transport, banking and insurance, metal work and technology. The province is also well known for tourism, home to the stunning beauty of Lake Garda.

Alberto Cavalli
‘Tap into Brescia’s cultural heritage as well as the beauty of its natural landscapes’

Big name companies in the area include arms manufacturer Beretta and truck giant Iveco, part of the Fiat group, plus agricultural names such as Franciacorta and Consorzio for the protection of the Grana Padano cheese.

Alberto Cavalli, Brescia’s President, says that his province is among the top 10 tourism hotspots in Italy. Ryanair flies direct to the airport at Brescia, the provincial capital, which guarantees a steady stream of arrivals from the UK. “This means something,” he says.

Nonetheless, Mr Cavalli is keen to see Brescia – and Lombardy – “tap into Brescia’s cultural heritage as well as the beauty of its natural landscapes, especially the lakes,” and benefit from it. Cultural highlights include the Museum of Santa Giulia in Brescia city. “Lombardy and Brescia are culturally alive,” he says.

Francesco Bettoni
‘Foreigners need to see us as a province of opportunities’

Francesco Bettoni, President of the Brescia Chamber of Commerce, is equally keen to see more foreign investment enter the province. Brescia has one of the lowest rates of foreign investment in the area. He believes there is scope for investment in new infrastructure, education, training and other areas. He is also the President of the Bre-Be-Mi, a major new highway project that will improve communications between the province and the wider region. “We need to plan a marketing strategy so that Brescia is recognised by foreigners as a province full of opportunities.”

The modernisation of Brescia, the construction of a new underground system, new hotels, a waste recycling programme, a new court of law and an industrial and service area, underline the commitment to raise the profile of the province.
Aldo Bonomi, President of the Brescia Industrial Association (AIB) says overcoming infrastructural bottlenecks will be a key test for Brescia. The need for reliable air and road connections is paramount in attracting external investment and promoting exports. The province currently exports about 60 per cent of its production to the EU.

He says it is vital to make Brescia better known at an international level. It also means expanding in new areas such as research and development. “Brescian industry is going through a period of transformation,” he says. “In the past few years, Brescian industry has started investing in research, development and training. We felt the need to invest in infrastructure and this is what we are doing now.”

ASM Brescia, a group of companies involved in the utilities sector, shares this confidence in the future. The company produces electricity and is engaged in various waste management activities in the province – Brescia is considered at the forefront of waste disposal in Italy. Renzo Capra, the company’s Chairman and Chief Executive Officer, believes that it is vital to get across the right image of Brescia to the outside world. This means moving away from outdated images of steel production and heavy industrial plants, to more contemporary and appealing attributes. “In Brescia, we do not only have steel rods,” he says. “As a matter of fact, many steel factories have been closed down. We also have museums, music and culture.”

The Mayor of Brescia, Paolo Corsini, is naturally keen to promote the cultural aspects of his city. The image he wants to portray is a modern, advanced and developed centre, with a rich cultural heritage, a strong educational tradition and lots of green spaces. It means blending these aspects with Brescia’s well-established financial and business infrastructure.
“Brescia is now a living city planning transformation. In fact, we intend to set up a new area of about 100 acres with open spaces, industrial activities and an advanced high value-added service industry.”