Travel booking platform Omio is highlighting itineraries to boost travel to Bergamo – one of the hardest Covid-hit European travel destinations.
Omio wants travellers to support the destination in northern Italy struggling with the economic after-affects of the pandemic.
Omio is donating to a Bergamo support fund based on customer bookings to the Lombardy city made between September and December.
The fund was established in May to support to people, families and small businesses who have been most impacted by the financial repercussions of coronavirus-related closures.
Omio has collaborated with two local influencers to create two customised itineraries.
Omio brand director Justin Wang said: “We have decided that all roads should lead to Bergamo for Omio customers looking to explore somewhere new and different before the end of this year.
“Too often we have taken the simple act of travel for granted and only now we all realise how important it is to discover new and interesting destinations – not just for our own personal welfare and enjoyment as travellers, but also for the economic survival of the destination.
“By taking these small steps and activating what Omio sees as our corporate social responsibility to the European tourist industry, we will be contributing in a small way to the rebirth of an important tourist destination.
“Via this campaign Omio wants to encourage everyone to take the road to Bergamo and enjoy the delights of northern Italy.”
Visit Bergamo chief executive Christophe Sanchez added: “We are extremely happy with this initiative and grateful to Omio for having thought about kick-starting tourism again to Bergamo.
“Italy was one of the first destinations to be hit but it was also the first to react.
“Consequently we are ready to host in a healed territory that has equipped itself with stringent strategies to ensure travellers are safe to travel here and locals are equally protected.”