Imagining Italy in the late 19th century, it was a Country extremely rich in natural and – most of all – artistic treasures, yet many of them were still unknown or unavailable to the large public both national and international.
In 1894, the Italian Touring Club was founded by a group of forward-looking entrepreneurs with the aim of conveying positive values relating to travel and tourism. The non-profit organization also collaborated to realize many important and innovative initiatives, such as the creation of cycling lanes, the installation of tourist signs, or the proposal to establish National Parks. Thanks to its intervention, less known Italian regions were appreciated and unveiled for foreign tourists to enjoy, and some of the first thematic guides and maps of Italy were published.
By the 20th century, the TCI had become a prestigious institution recognized as a partner and advisor by the Italian Public Administration, and ever since it has continued to grow and evolve to move with the times. For example, with the advent of the Internet the Touring Club started a series of new web-based projects, creating a virtual community for the members to share information and their travel experiences.
This year, the Touring Club celebrates its 120 anniversary: a longtime commitment to promoting tourism by helping preserve the Italian artistic, historical, and cultural heritage. On this special occasion, its mission and activity are spotlighted in the exhibition “In viaggio con l’Italia” (Traveling with Italy), organized by the City of Milan and on view until May 25, 2014.
Through multimedia and interactive installations it showcases images and memorabilia from the TCI’s historical archive, illustrating the transformation of the means of transport and ways of travelling Italy, from the bicycle to the airplane. But it also enters the culinary, artisan, and folkloristic dimension of our Country to highlight the outstanding crafts and raw materials that lie behind the great success of Made in Italy worldwide.
Other interesting initiatives of the Italian Touring Club include “Aperti per Voi” (Open for You), that allows to visit cultural venues usually closed to the public, and “Penisola del Tesoro” (Treasure Peninsula) to discover beautiful and little known inland areas.
With over 280,000 subscribers, the TCI has always offered to its members a large network of experienced consultants, useful resources, and advantageous services to discover and travel Italy. A new loyalty card and a dedicated web site providing georeferenced information available on tablets and smartphones have recently been added to the list of benefits.
After all these years, the main objectives of the Italian Touring Club remain the same: promoting quality tourism in Italy, protecting the environment, and disseminating the knowledge of our Country to attract potential international tourists. Nevertheless, in the contemporary society a new and crucial task has also emerged, that is the need to strengthen and renew the relationship between fellow Italians who have emigrated abroad and their native Country.
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