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promoted by Regione Emilia-Romagna during Expo Milan 2015 from 1 May to 31 October.

Discover Ferrari & Pavarotti land, the “new” tourism born with the Expo

A new territorial marketing model was started in Modena. Until 30th October there is a special offer for Emilia Romagna (ER) residents - they can have a “passport” for half price
Discover Ferrari & Pavarotti land, the “new” tourism born with the Expo

Museo Enzo Ferrari in Modena

The ongoing changes in the tourism world prompt entrepreneurs in the tourism sector to offer more and more new opportunities. Along the Via Emilia new ideas for tourism development have blossomed, some in occasion of the Expo. In addition to attracting visitors, this new kind of tourism can involve local residents more. An example comes from the region of Modena, where the Discover Ferrari & Pavarotti Land Passport initiative has begun. The “passport” is a card that can be bought online and is valid for 48 hours. It can be used to travel on the shuttles that daily connect the two Ferrari Museums in Maranello and Modena to the areas of excellence in the region that includes the towns of Modena, Nonantola, Sassuolo and Maranello. It gives free access to the two Ferrari Museums, to the house of Maestro Pavarotti (now a museum) and to companies producing traditional regional products (such as Parmigiano Reggiano cheese, traditional aromatic vinegar, cured meats) and to the Lambrusco wine producing companies.

Special offer for residents

Emilia Romagna residents will be able to buy the passport at a special promotion price (€30, a 50% discount) online ( or, from the Museo Enzo Ferrari in Modena (MEF) or in Maranello and from any intermediate stop.

The innovative formula

The Discover Ferrari & Pavarotti Land formula is the latest tourism marketing innovation. The initiative started in Modena with the support of the Emilia Romagna region, with the aim of testing new tourist routes for visitors and new ways of appreciating the best the region has to offer.

The stops

Visitors can stop in Modena’s historical centre and admire its enchanting buildings and streets. The various other stops include the town of Sassuolo, which, in addition to the famous Reggia (royal palace), has the Ceramics district as a major attraction.

The shuttle reaches the town of Nonantola and its famous abbey. It travels through the centre of Maranello where an exhibition that links the town to Ferrari has been set up in the town’s Auditorium.

Visitors starting in Bologna can take the Discover Shuttle from the station in piazza Medaglie d’Oro (departure time: 9.30 and 10.30). The tour can also begin from Reggio Emilia, from the Mediopadana station (leaving at 9.20 and returning in the evening, as in Bologna).

The tour includes the Malpighi vinegar cellar in San Damaso and the Giusti vinegar cellar in Lesignana, the Consorteria del Balsamico (aromatic vinegar cellar) in Spilamberto, the Museum of Cured Meats of the Villani company in Castelnuovo Rangone. There are also two dairies (4 Madonne in Lesignana) and the Panini brothers dairy in the Hombre organic farm. There is also a surprising collection of vintage cars in the farm, which includes about thrity racing and road Maserati cars. Lastly, the tour includes a visit to the two famous Lambrusco wine producers, Cleto Chiarli in the town of Castelvetro and Giacobazzi in the town of Nonantola. There is a small museum in which the Formula One cars driven by Villeneuve and Senna are exhibited.

Info: +39 059 7132208 or,





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Published Sep 07, 2015 — last modified Sep 08, 2015

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