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.