Enhancing intangible cultural heritage for sustainable tourism development in rural areas: the case of the “Marche food and wine memories” project (Italy)

In the context of increasing interest in the contribution made by culture to the implementation of the goals and targets of the 2030 Agenda for Sustainable Development, the present research investigates how intangible cultural heritage (ICH) can help sustainable tourism in rural areas. Adopting a case study methodology, we analyzed the “Marche Food and Wine Memories” project, an initiative promoted by CiùCiù, a winery based in Offida, a small village in the Marche region (Italy). After discussing the strategies and tools adopted to enhance rural heritage, the analysis focuses on the involvement of local communities and businesses in the different phases of the process. The research aimed to understand: (1) the project’s current contribution to the economic, social, cultural and environmental dimensions of sustainability; and (2) its strengths and weaknesses and possible future improvements. The research findings confirm the high potentialities of ICH-based initiatives for sustainable tourism development in rural areas, but also reveal the need to improve the level of networking with local businesses and highlight gaps in marketing and management skills. Finally, the results provide policy and managerial implications for similar ICH-based initiatives.