NOVA Eroica: rising young and international audience in the Prosecco

NOVA Eroica: young, international audience in the Prosecco Hills (UNESCO)

NOVA Eroica, a gravel cycling event held across the Conegliano and Valdobbiadene Prosecco Hills — a designated UNESCO site — has reported increasing participation and a more international turnout. The latest edition covered routes that cross all municipalities within the protected area, drawing riders from Europe, the Americas, Asia and Oceania.

• Participants: around 1,200 cyclists on gravel routes.
• Festival village: more than 2,000 attendees on the main day, featuring music and live entertainment.
• International share: over 30% of attendees came from abroad.
• Audience profile: a younger average age, with many young people on the routes and in the village.
• Format: initiatives such as those by Enotech helped broaden appeal by combining sport and music.

Organizers highlight the essential role of cooperation among local institutions, businesses and volunteers: a network that enabled quality routes and a welcoming village. The approach shows how a sporting event can promote the UNESCO landscape while boosting local tourism and community ties.

Practical tips for visitors or prospective participants:

• Check official event information and book services in advance when needed.
• Favor sustainable transport options where possible and respect the conservation rules of the UNESCO area.
• Use the opportunity to explore local villages and wineries, combining sport with cultural and gastronomic experiences.

Overall, NOVA Eroica reinforces the Prosecco Hills' role as a destination that attracts new audiences and positions a UNESCO landscape as a stage for internationally relevant sporting and cultural events.