Marketing Sicily

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Islands are naturally marketable. Because they are by definition separate from their associated mainlands, they are by default exotic

Islands are naturally marketable. Discrete, compact and unique, they present a neat and tidy package that can be readily invested with meaning and value. Because they are by definition separate from their associated mainlands, they are by default exotic, a quality that is viewed positively by consumers who are often looking for something new: a new look, a new taste, a new location, something they can use to rejuvenate themselves. In the Italian context, there are Sicily and Sardinia, its two largest islands, but also many smaller ones that carry as much cachet, if not more; think of Capri or the Isole Aeolie, which are islands of an island, and an arcipelago, which only amplifies their mystique.

This last example raises a bit of a paradox: the Isole Aeolie can make Sicily seem kind of humdrum. Yes, eastern Sicily has an active volcano, Mount Etna, but Stromboli, one of the Isole Aeolie, is an active volcano, and therefore more dangerous, more thrilling, and more terrifying than the much larger Etna, which is buffered and subsumed by the terrain that surrounds and stabilizes it and its eruptions. On Stromboli, the lava flows directly into the sea, the flaming and molten rock sending up billows of steam. There is no intervening earth to cool and tame the explosion.…

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Travel and tour information summary from Italics Magazine Travel News.
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