Topic: Comprehensive tourism strategies development or update

The experience of Terme Forlenza reveals that a holistic strategy combining community engagement, cross-sectoral collaboration, and access to financial support is essential for successful twin transitions, particularly in niche sectors like thermal tourism.

Terme Forlenza, a wellness sector company located in the historical Roman bath site of Contursi Terme, serves as an inspiring example of sustainability in practice. Located in the heart of the region, the company attracts tourists from across Italy and Europe.

In recent years, particularly in response to the challenges posed by COVID-19, Terme Forlenza has implemented a comprehensive sustainability policy focusing on efficient waste and water management and the exclusive use of locally sourced products.

This strategy has fostered economic collaboration within Contursi Terme, a small village, by engaging the local agrifood and crafts sectors. This approach preserves traditional practices and cultural values while supporting the local economy.

The company’s operations rely on thermal mineral water sourced from the ancient “Piscina Mirabilis Forlentiae,” a naturally therapeutic water classified as sulphurous, iodic, carbonic-magnesian, and bacteriologically pure. Its applications span arthro-rheumatic, dermatological, gynecological, and respiratory treatments, as well as physiotherapeutic and aesthetic services.

The analysis of Terme Forlenza’s approach provides key insights into advancing twin transitions in the thermal tourism sector:

1. Community and Multi-Stakeholder Approach: Terme Forlenza’s success demonstrates the importance of actively involving local communities and diverse stakeholders. This collaborative effort not only preserves cultural heritage but also drives collective progress toward sustainability. In contrast, SMEs that neglect such engagement often encounter slower adoption of sustainable practices.
2. Cross-Sectoral Collaboration: The integration of local agrifood and crafts sectors into Terme Forlenza’s operations highlights the benefits of cross-sectoral action. This strategy amplifies the impact of sustainability initiatives, creating a ripple effect across interconnected economic activities. Businesses that operate independently miss opportunities to broaden their sustainability impact and establish greener business practices.
3. Technical and Financial Support: Terme Forlenza’s ability to leverage national programs such as Bonus Terme and the Fund for Sustainable Tourism underscores the critical role of financial and technical assistance. SMEs that fail to tap into these resources often struggle with the high costs and logistical complexities of adopting green technologies and policies.

These lessons provide a replicable framework for other SMEs aiming to integrate sustainability and digital innovation into their business models. By adopting similar approaches, companies can align with broader environmental and economic objectives, enhancing their resilience and competitiveness in an increasingly dynamic market.

The Strategic Tourism Plan for Rome 2019-2025 serves as an exemplary model of sustainable tourism strategies and best practices. With its comprehensive approach, the plan demonstrates a commitment to managing tourism in a way that balances the needs of visitors with the preservation and enhancement of Rome’s cultural and natural heritage.

One of the key strengths of the plan lies in its participatory process, known as FUTOUROMA, which engaged 150 representatives from Rome’s tourism sector. This inclusive approach ensured that diverse perspectives and expertise were considered, fostering a sense of ownership and collaboration among stakeholders. The plan’s overarching goals of strengthening Rome’s position among the top European and global destinations and transforming its image from a historical city to a dynamic, future-oriented destination are commendable. By setting clear objectives, the plan provides a roadmap for achieving sustainable tourism growth while preserving the city’s unique character. The plan addresses various crucial aspects of sustainable tourism, including attractiveness, accessibility, competitiveness, innovation, sustainability, hospitality, data intelligence, awareness, governance, and training. By tackling these areas comprehensively, the plan recognizes the interconnectedness of different factors influencing sustainable tourism development.

The Strategic Tourism Plan for Italy (2023-2027) focuses on five pillars: governance, innovation, quality and inclusion, training, and sustainability. It emphasizes collaboration between the State and regions. The plan promotes innovation, quality visitor experiences, inclusivity, training, and sustainability. It aims to balance economic growth with environmental protection and social responsibility. Additionally, various regions and cities in Italy are implementing sustainable practices. They prioritize sustainable destination management, preserving cultural heritage, and promoting sustainable mobility. Furthermore, Italy has been proactive in implementing measures to address overtourism in popular destinations. To combat overtourism, several cities and regions in Italy have introduced measures such as visitor management systems, capacity limits, and promoting alternative destinations. For instance, Venice has implemented a system of controlling visitor numbers through the Venice City Pass and the Venice Card, which encourage visitors to explore lesser-known areas. Similarly, Florence has adopted strategies to disperse tourists by promoting alternative attractions and encouraging off-peak visits.

Another initiative is ‘Italian Tourist Destination 2025‘ launched by ENIT (Italian National Tourist Agency) , which aims to develop strategic plans for Italy’s main tourist destinations. The “Italian Tourist Destination 2025” initiative recognizes the need for specific actions tailored to each destination, considering their unique characteristics and challenges. The strategic plans developed under this initiative encompass a range of areas, including economic, environmental, and social sustainability. To promote economic sustainability, the plans prioritize initiatives that support local businesses, encourage entrepreneurship, and stimulate job creation in the tourism sector. This includes fostering collaboration between tourism stakeholders, promoting innovation and digitalization, and diversifying the tourism product offering to attract a wider range of visitors throughout the year.

The absence or inefficiency of comprehensive tourism strategies has detrimental consequences for the sustainable development of the tourism sector in Italy. Without well-defined and coordinated strategies, there is a risk of uncontrolled tourism growth, overtourism in popular destinations, and negative environmental and social impacts. Furthermore, the absence of strategies impedes the ability to harness the potential economic benefits, optimize resource allocation, and enhance the competitiveness of Italian destinations. Addressing these problems requires concerted efforts at all levels. It is essential to allocate adequate resources and provide support, particularly to SMEs, in conducting research, analysis, and strategy formulation. Streamlining bureaucratic procedures and simplifying regulations can facilitate the efficient implementation of strategies. Moreover, enhancing coordination and communication between European, national, regional, and local authorities is crucial to ensure the alignment of objectives and policies.