«The decision to change the name of Cervinia to Le Breuil is a tourist and cultural mistake»

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Cervinia will remain Cervinia. «Procedures have been started to restore the name of Breuil-Cervinia» said Elisa Cicco, mayor of Valtournenche, in the afternoon, at the end of a meeting with the president of the Valle d’Aosta Region, Renzo Testolin, called to resolve the problem of new name (“Le Breuil”) of the famous tourist resort. «The process concerns the modification of the current toponym. We will send the request to the Region to change the name” added the mayor. Thus the alarm returns after it was announced that the name of the famous Alpine resort would be changed to the unknown Le Breuil.

But when should the community of Le Breuil have to spend to raise awareness and give visibility to a tourist destination unknown to everyone. «At least 5 million a year should have been invested on the Italian market alone for a five-year period – he explains Massimo Feruzzi, CEO of Jfc, the company that manages the Italian White Mountain Observatory, who adds -. In the tourism sector, changing the brand is the biggest mistake a destination can make because it literally disappears from the tourist market.”

It should not be forgotten that the Cervinia destination is chosen above all by foreign tourists whose presences are double those of Italy. Over 13,600 arrivals were recorded from England and another 9,200 from Sweden according to a 2019 survey. Mike Bongiorno protagonist of a famous TV commercial from the 70s who next to the cross on the summit of the Matterhorn at an altitude of 4,478 meters exclaimed “Higher and higher!”.

The reactions from politicians were immediate. «Imagine that from tomorrow at the bar or restaurant we said: give me a Pemberton’s French Wine Coca, because that’s how we should call Coca Cola according to the madness promoted by the Valle d’Aosta Region – said Daniela Santanchè, Minister of Tourism -. Change the name to Cervinia , one of the most renowned ski resorts in the world and symbol of Italy is crazy, from a tourist and economic point of view, and doing it because the name dates back to the twenty years of fascism is something uncommentable. Can you imagine it possible for Switzerland to change its name to St. Moritz why is he Catholic?”.



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