03 September 2024
The concept of sustainable tourism has become one of the most discussed topics in the global tourism industry, and as CEO of Visit Italy, I have seen how this idea is at the heart of the strategies of many destinations, including those we support in Italy. However, behind the allure of this idea lies a series of contradictions and challenges that many destinations have to face if they really want to make tourism an engine of sustainable development. Far from being a simple matter of good intentions, sustainable tourism requires difficult decisions and significant compromises, often at odds with economic interests and market pressures.
The Paradox of Sustainable Tourism
Tourism, by its very nature, entails a certain ecological footprint. Travellers move from place to place, consume resources, create waste and put pressure on infrastructure and local communities. The idea of ‘sustainable’ tourism seems to want to solve this paradox, proposing ways of travelling that minimise negative impacts and maximise benefits for host communities. However, this vision often clashes with the reality of a tourism sector that, by its very nature, is geared towards continuous growth and expansion of tourist flows.
The paradox lies in the fact that even the most sustainable forms of tourism, if practised on a large scale, risk becoming unsustainable. For example, destinations that promote eco-tourism or slow tourism may quickly find themselves overwhelmed by growing demand, leading to problems similar to those of traditional mass tourism. The challenge is therefore to find a balance between attracting tourists and protecting natural and cultural resources.
Choices that must be made now
At Visit Italy, we are convinced that overcoming the paradox of sustainable tourism requires a more conscious and rigorous approach to tourism management. In addition, we firmly believe in regenerative tourism, a model that not only reduces environmental impact, but aims to actively improve natural resources and local communities. Here are some of the key choices we are promoting and implementing in the destinations we work with:
1. Controlling Tourist Flows: Not every destination can (or should) accommodate an unlimited number of visitors. It is essential to establish clear limits and implement reservation systems that regulate access to the most sensitive attractions. An example of this approach is the daily limitation of visitors to Easter Island in Chile to prevent overtourism and preserve the environment.
2. Promotion of Lesser Known Destinations: One of the most effective strategies to reduce pressure on popular destinations is to promote lesser known but equally fascinating locations. This not only distributes tourist flows better, but also offers travellers the opportunity to discover hidden gems. For example, we are working with 11 municipalities in the province of Fermo in the Marche region to create a robust online presence and narrative that positions these locations as ideal destinations for lovers of hidden gems. This project aims not only to redistribute tourist flows, but also to bring out the beauty and authenticity of often neglected areas, offering unique experiences to travellers and concrete benefits to local communities.
3. Education and Involvement of Tourists: For tourism to be truly sustainable, travellers must be educated and made aware of the importance of responsible behaviour. This can include respecting local regulations, reducing waste and choosing greener modes of transport. Campaigns such as ‘Leave No Trace’ in the US offer a model of how destinations can promote sustainable tourism practices.
4. Investment in Sustainable Infrastructure: Destinations need to invest in infrastructure that supports low-impact tourism, such as efficient public transport, eco-friendly accommodation facilities and waste management systems. These investments not only improve the visitor experience, but also reduce the overall environmental impact of tourism.
5. Public-Private Partnership: No destination can meet the challenges of sustainable tourism alone. This is why we promote close collaboration between the public and private sectors, developing policies and strategies that balance economic growth with environmental protection. At Visit Italy, we work hand in hand with local administrations and tour operators to ensure that our initiatives have a positive and lasting impact.
Conclusion: The Future of Sustainable Tourism
Sustainable tourism is not just a choice, but a compelling necessity. The decisions we make today will determine whether our destinations can thrive without compromising resources for future generations. As CEO of Visit Italy, I am convinced that with the right strategies and a shared commitment, we can transform tourism into a powerful tool for sustainable development, capable of preserving the beauty of our country and offering authentic and unforgettable experiences to everyone who visits.
Read the full article on: https://www.marketing-italia.eu/blog/turismo/paradosso-del-turismo-sostenibile/