01/04/2024 - 31/10/2024
Incontro, Acqui Terme


A unique and uncontaminated territory like Valle Bormida has been studied by the students of ITS TURISMO PIEMONTE of Turin, revealing that sensory experiences can be a strong point in tourist proposals.
Sensory marketing applied to tourist marketing: a multi-sensory tale to discover Valle Bormida.

The itinerary can be travelled by car or using the bike&train formula (with a personal bike or a rented e-bike).


Day 1

Arrive late morning to Acqui Terme, ancient Roman City famous for its thermal water which gushes out spontaneously in the city centre at 75°. Experiential walk in the city along an archaeological route, accompanied by a historical reenactment group.
The visit is completed by a stop at the Cathedral of the Assumption which is home to the masterpiece of the Spanish painter Bartolomè Bermejo, the triptych of Our Lady of Monserrat. Stop off at the Wine Shop "Terme e Vino" for wine tasting.
Dinner at leisure and overnight accommodation in hotel.

Sensory experiences sight - hearing - smell - taste - touch

Day 2

After breakfast the journey begins to discover the Bormida Valley.
First stop-off point is Castelletto d'Erro where you can see the magnificent lavender in bloom in summer. From the very small village and from the Square Tower or from the Church of Sant'Anna you can enjoy an enchanting view of the hills in bloom with Monviso and the Ligurian Apennine in the background. Visit the company to discover the processing of lavender, its distillation to obtain essential oils and perfumed water for cosmetic use.
The itinerary continues to Spigno Monferrato on the border with Liguria: do not miss out on the medieval bridge of San Rocco with five arches and cobblestone floor
important junction of the valley towards the Via Aemilia Scauri and the Abbey of San Quintino, founded by the son of Aleramo first Marquis of Monferrato.
Lunch at leisure. The itinerary continues to Piana Crixia with visit to the Regional Park, where the gently rolling hills are abruptly interrupted by gullies, waves of sand and clay that give way to breathtaking views. Here, among uncontaminated vegetation, rises the gigantic mushroom, symbol of the park; a natural monument formed by a large ophiolitic boulder supported by a column of debris modelled by erosion due above all to the run-off of surface waters.
Dinner and accommodation in Relais in Millesimo.

Sensory experiences sight-smell-touch
The lavender blooming season runs from early June to mid/late July

Day 3

After breakfast visit Millesimo, one of the most beautiful villages of Italy. The visit can start from the symbol of this Ligurian village, Ponte della Gaietta, or "old bridge", one of the few examples of fortified bridge in Italy. The original body dates to the 12th century and it is mentioned in the deed of foundation of the village. The visit will continue with the Castle and Villa Scarzella with the Napoleonic Museum.
Lunch at leisure. Short transfer and visit to Cairo Montenotte: free time to walk around the historical centre with the remains of the medieval boundary wall with Porta Soprana and Porta Sottana or visit the Castle of Carretto.
To finish, cooking experience with "Chef for a day": prepare delicious dishes with the chef and taste the dishes cooked together taking home the apron and hat as a keepsake.
Overnight accommodation in Relais in Millesimo

Sensory experiences sight - hearing - smell - taste - touch

Day 4

After breakfast, morning dedicated to visiting the Ferrania Film Museum at Palazzo Scarampi of Cairo. It is the industrial culture museum which retraces the history of FILM/Ferrania/3M, a giant of photography and films used by the great masters of Italian cinema. It started out producing components for explosives, before reconverting the component of nitrocellulose to produce camera film.
From 1932, the Ferrania brand became the Italian leader in the production of photosensitive material for cinema, photography, graphic arts and radiography. The company saw its maximum development after the Second World War thanks to the success of the first colour film produced in 1947 in Europe, the Ferraniacolor. The strong partnership with Cinecittà began: Roberto Rossellini, Vittorio De Sica, Pier Paolo Pasolini, Alberto Lattuada, Steno. This led to the development of a real city around the company, with the residential village for the workers, the after-work club, the recreational-sporting activities and so much more.
In 1964, the company was purchased by the American multinational 3M, which chose to concentrate the activity of the factory on the photographic sector and it became world leader in medical imaging. In the following decades, with the advent of new digital technologies, the demand for photosensitive products fell drastically, driving Ferrania to bankruptcy in 2004. Lunch at leisure and end of services.

Sight-hearing sensory experiences

Rates / Supplements

Price per person from:

€ 530,00 (groups of 2 pax)

The price does not include:

Transfers, lunches, city tax, and anything not listed under the price includes


Holiday formula:

Families, Groups, Individuals

Guided tour:

No, on request (with supplement)