The ecotourism market in Italy

Ecotourism is a type of sustainable tourism that focuses on discovering nature while minimizing environmental effect and benefiting local communities. It is a long-term response to mass tourism, which continues to grow without regard for the environmental problems it poses. As a result, ecotourism comprises a wide range of concepts and services, including eco-responsible tourism activities, responsible lodging (eco-hotels, eco-lodges, eco-villages), reflective travel, and so on. According to the UNWTO (United Nations World Tourism Organization), green tourism must have the following characteristics: First, it must be a nature-based type of tourism, i.e., observation and enjoyment of nature and traditional cultures found in natural places; second, it must include educational roles; and third, it must be environmentally friendly. Last but not least, it must assist the preservation of natural places that are exploited as ecotourism attractions by minimizing negative impacts on the natural and socio-cultural environment.

The ecotourism market was valued at $181.1 billion in 2019 and is predicted to grow at a CAGR of 14.3% from 2021 to 2027, to $333.8 billion by 2027.

Italy has been dubbed "The Country of a Hundred Landscapes"; both physically and geo-anthropologically, the Italian territory is characterized by a significant landscape richness; Italy has 54 UNESCO World Heritage Sites. Therefore, it is an ideal environment for ecotourism. Ecotourism began to emerge in Italy about 2012 and has shown exponential growth in the following 9 years, as evidenced by various accolades; in 2016, the European Commission named South Sardinia the "First Sustainable Destination in Europe" for ecotourism and the environment. A prize was awarded for the project Visit South Sardinia, Destination Management Organization, which proposes a sustainable tourism model based on environmental and cultural preservation. The ecodestinations in Italy are several and tourist places are investing millions of euros expecting an interesting ROI, because they not only attract a new target but also invest in themselves.

Investing in ecotourism has a number of benefits. Its devotion to natural and cultural heritage is undeniable, but its potential to create jobs for residents doesn’t have to be overlooked. In a post-covid world, this is a wonderful proposal for relaunching Italy and the economy.