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PNRR in Falciano

PNRR Project in Falciano del Massico

A special reserve for the future.

The PNRR in Falciano. Resources and projects for the enhancement of our village.

The PNRR in Falciano del Massico
What it is and what it will achieve.

The Local Cultural and Social Regeneration Project of Falciano del Massico is one of the 286 projects approved in 2022 under Italy’s National Recovery and Resilience Plan (PNRR), managed by the Ministry of Culture (MiC). It falls within Mission 1 – Component 3 (M1C3), Investment 2.1 – “Attractiveness of Historic Villages” (CUP I99I22000070006), part of the Next Generation EU programme, Europe’s transformative response aimed at reducing economic disparities through the development of a sustainable and shared vision for the future.

More specifically, Investment 2.1, “Attractiveness of Historic Villages”, seeks to promote strategies that recognise culture as a key driver of local and territorial development policies. Within this framework, initiatives designed to strengthen the attractiveness of small historic villages play a central role.

Through regeneration and innovation projects in small communities, including the redevelopment of public spaces, the enhancement of historical and architectural heritage, and the promotion of entrepreneurial and commercial initiatives capable of creating employment opportunities, the project aims to revitalise the social and economic fabric of these places. Its broader objective is to counter depopulation while safeguarding their remarkable cultural, environmental and landscape heritage, as well as their traditions and intangible assets.

Areas of intervention

• Natural heritage (Mount Massico, Lake Falciano and protected WWF areas), through the strengthening and renewal of walking, cycling and hiking networks, as well as improved connections with other nearby natural attractions to integrate local routes into the wider tourism offer of the region.

• Protohistoric heritage, including material, animal and human remains dating back to the Pleistocene.

• Historical and archaeological heritage, focusing on the Roman colony of the Ager Falernus and its ancient Roman villas.

• Historic routes and mobility, with particular attention to the Appian Way and the Domitian Way, positioning Falciano del Massico as a key destination within the wider Appia Project.

• Religious heritage, including churches and places of worship dating from the tenth century AD onwards.

• Agricultural and entrepreneurial heritage, encompassing wine production, dairy products, honey and fruit and vegetable cultivation, all of which contribute to the identity and economy of the territory.

Building visibility is one of the guiding principles behind both the Communication Plan and the design and development of the Web Area and Mobile App. Working in close synergy, these initiatives aim to enhance and promote the distinctive attractions of the territory through a coordinated set of actions.

The PNRR provides an important opportunity to showcase the unique identity of Falciano del Massico: its historical heritage, traditions, natural landscapes and outstanding food and wine culture. Through dedicated communication initiatives and innovative digital tools, we will strengthen local awareness of the area’s potential while increasing its visibility among visitors seeking authentic cultural experiences and new destinations to explore.

Developed through careful analysis of the needs and expectations of today’s travellers, the communication strategy focuses on the defining features of our village and brings them together within a single promise: transforming every visit into a memorable experience shaped by nature, history, flavours and discovery.

Far from destinations affected by overtourism, Falciano del Massico offers the ideal setting for cultural hospitality. By attracting visitors interested in meaningful experiences, the project aims to strengthen the local economy and encourage the development of new tourism-related businesses and entrepreneurial opportunities.

The communication plan

The following channels will be used to ensure effective and widespread communication:

  • Creation of the “Falciano Lifestyle” brand, including a logo, visual identity and tagline capable of bringing together all the key elements of the territory’s identity: food and wine, history, culture and nature. The brand will be registered both in Italy and across the European Union.
  • Development of a coordinated brand image and communication format to be applied across brochures, mini-guides, stickers, local signage, information points, videos, radio advertising and promotional initiatives carried out in partnership with local businesses, including wineries, dairy producers and fruit and vegetable growers.
  • Creation of a dedicated website and mobile application, supported by an active presence on social media platforms such as Facebook and Instagram.
  • Public relations activities, including editorial content in specialist publications, television and radio programmes, participation in food and wine events, trade fairs, workshops and collaborations with industry organisations and tourism associations such as Touring Club Italiano, FAI, FederTrek, ENIT, UNCEM, The Most Beautiful Villages in Italy Association, Borghi Ospitali, I Borghi d’Italia and the Alberghi Diffusi network.
  • Identification of leading travel and tourism portals, together with collaborations involving their bloggers and content creators, including platforms such as SiViaggia and Borgando.
  • Organisation of themed public events and community celebrations designed to enhance local identity and attract visitors.
The museum is a central asset of the entire project, a true driving force that goes far beyond its exhibition function. It will connect people and experiences, bringing together different perspectives and the contributions of social groups, organisations and institutions. The museum will host initiatives, events and cultural activities, becoming a living laboratory where the future of Falciano del Massico can take shape. The creation of the museum area is supported by the development of a dynamic inventory study and an ethnographic recovery campaign. These activities are designed to identify, document and preserve the ethnographic and anthropological elements that make the territory unique and that will form the foundation of the museum’s identity. A particularly important component of the museum hub will be the library section, Bibliotecamente, which will work closely with local schools to provide both physical and digital resources in support of educational and training activities. The museum is conceived as the gateway to our territory, designed to become an integral part of both the human and rural landscape: a sustainable, dynamic and welcoming place that connects heritage, knowledge and community development.

A series of complementary initiatives will be developed alongside the museum:

Casa della Cultura
A public space designed to express the cultural vitality and creative spirit of the community, hosting workshops, educational activities and opportunities for participation and exchange.

Bibliotecamente
An initiative aimed at enhancing the potential of the Municipal Library by connecting it with other local libraries and encouraging collaboration with schools. The project will promote reading, learning and greater use of the library’s resources by residents and students alike.

Study on intangible cultural heritage
A research project designed to document and interpret the territory through its traditions, knowledge, practices and cultural expressions. The study will serve as a case study showcasing approaches, methodologies and interpretations that will contribute to the development of the overall brand identity of Falciano del Massico. It is hoped that this initial research will lead to further studies and the creation of a dedicated research and documentation section within the museum.

Literary Wine Park
An interpretive itinerary that guides visitors through the museum spaces, beginning either with broader themes linked to the territory or with individual objects and artefacts. The route gradually unfolds into the stories, traditions and ancient knowledge connected to wine culture and the history of the Ager Falernus.

The PNRR project will work to strengthen management skills and develop support initiatives for local businesses. The main actions will focus on the development of wine, fruit and vegetable, and dairy enterprises, all sectors closely linked to the area’s outstanding food and wine heritage. Annual local events will be organised to showcase local products and producers, while participation in national and international fairs and events will be encouraged and supported. These activities will be complemented by communication campaigns aimed at promoting the territory as a whole and increasing its visibility among visitors and potential investors. A thriving community is also built on the presence of social enterprises and voluntary organisations. For this reason, the project includes the creation of the Casa della Cultura e delle Associazioni (House of Culture and Associations), a dedicated space designed to support and strengthen the activities of Third Sector organisations operating within the territory.

The first two initiatives

Falciano–Via Appia
The identification and development of new services and food-and-wine itineraries along the Caserta section of the ancient Appian Way, enhancing the connection between cultural heritage, local traditions and visitor experiences.

Wine Route Mapping
This initiative will support the creation of a cycling and walking tourism route linking the village’s main vineyards and wineries, allowing visitors to discover the landscape, wine culture and agricultural heritage of Falciano del Massico in a sustainable and engaging way.

The three PNRR initiatives dedicated to young people are designed to help restart the future of new generations alongside the future of the territory itself. Too many young people are losing hope of being able to live and work in the place where they were born and raised, and these activities aim to create new opportunities and perspectives. The first initiative focuses on preventing educational disengagement and early school leaving. Through personalised meetings with the project’s career guidance specialists, participants will have the opportunity to assess their skills and competencies. A gap analysis process will help them identify areas for development and make informed decisions about their educational and professional paths. The second initiative offers a free introductory training course in tourism-related professions. The objective is to develop specialised skills and create concrete employment opportunities linked to the growth of tourism and cultural activities within the territory.
Finally, the significant investment in the third initiative, the CAG (Youth Aggregation Centre), responds to the need for a physical space (located in continuity with the museum hub) where young people can express themselves and co-design their idea of the future.