The Master of Parma attends a class in wine tourism presented by Donatella

The Master of Parma attends a class in wine tourism presented by Donatella

Ten students and three teachers including Guido Sticks and Marzia Morganti from the University of Parma went to the Fattoria del Colle for a lesson from Donatella Cinelli Colombini on how to turn a working farm into a tourist destination.

The lesson consisted of two hours in the classroom a typical lunch, and a private visit to the cellars and to the sixteenth-century villa. This program was developed by Donatella Cinelli Colombini to demonstrate how you move from theory into practice in wine tourism. 

Seen for you by Marzia Morganti Tempestini a teacher who introduced us to the students who attend the Masters courses at the University of Parma.

“They are young, beautiful, full of enthusiasm and are very willing to learn. They are my students from the Masters course entitled “Culture, Organization and Marketing of the Food and Wine industry across all geographical areas ” who attend the University of Parma, who are eager to visit Tuscany to discover the fragrance and flavours of our region. And the only place they could possibly start is with a visit to the Fattoria del Colle in Trequanda and with a meeting with the queen of Brunello winein this area Donatella Cinelli Colombini, who just recently celebrated twenty years of one of her personal

creations ‘Open Cellars’ .
My Master’s students from the Faculty of Agriculture at the University of Parma had great expectations for this meeting, because during our lessons at university both myself and Guido Sticks, another teacher of the Master’s programme, had highlighted the role that Donatella plays in the world of Italian Wine and especially in Wine Tourism, a phenomenon that she initiated for the first time in 1993 with the founding of Wine Tourism Movement. I must say that in my lectures on how to build Wine tourism events and how to communicate and market them, it was often essential to use the example of Donatella achievements which have been created with great simplicity, a keen foresight and strong determination. I told my students “ I know you will be surprised when you meet this ‘icon’ of Italian Wine Tourism, as it is hard to recognize in that tiny, simple, albeit fashionable individual , the Queen of the Wine . She is the creator of a business which she has developed into a very successful company which has made more than 5 billion euros. Only when they hear her firm, decisive, and assertive voice will they appreciate her clear mind, her programmatic and strategic thinking which ensures she is always a leading light in the industry. Her excellent example of being able to sense business opportunities and create systems ready to initiate when the time is right, not only within wine tourism, but also with sustainable tourism , for example with the ‘urban hiking‘ which she developed in Siena in 2002 when she was Minister of Tourism for the City. Hers is an excellent example to study and interpret especially for those individuals who have a future ahead of them in a world where new ideas are needed and must be used within emerging markets. It is an excellent example to study for those who have chosen to work for their Master’s level, a qualification that is designed to provide graduates with three years of high quality post-graduate training focused on the acquisition of knowledge of typical Italian products, (of which our country is rich more than any other ), their enhancement and all activities related to the marketing of these products. It is organized into two parts: a training period with lessons and activities in the classroom and a part with practical training (in companies either public/private).

Ideal students for this study path are graduates in Gastronomic Sciences, who have the skills to meet the demands of companies, local authorities and institutions, who require specialists in this field, individuals who are able to understand market dynamics, interpret the needs of the consumers and those with the ability to spread a culinary culture, with its first objective being the enhancement of the characteristics and typical ingredients of the food which is rich in our traditions. Information that can be used in the field of wine and food tourism, in the production and commercial trade of food and in the communication sector.