Sustainable Travel in Italy
Italy with its natural beauty, diverse landscapes, cultural treasures, historical landmarks, rich history, and exquisite cuisine, has long been a magnet for travelers worldwide. According to the World Tourism Organization (UNWTO), Italy welcomed over 68.49 million tourists in 2024, making it one of the most visited countries in the world. However, this influx of visitors also poses challenges in terms of overtourism, which is why there has been a concerted effort by the government, local authorities and other organizations to improve sustainable tourism in Italy.
So, I wish to dispel any hesitancy you may feel about diving into sustainable, responsible travel by showing you some of the benefits that both you, the locals, and the environment will experience as a result.
As much as I advocate for people to travel more, as I personally love to travel, there are consequences that come with this. A lot of people feel entitled, which translates into disrespecting the culture of the place they’re visiting by not being conscious of the damage even the smallest of actions can have. Thankfully the concept of sustainable travel is becoming more known, and people are taking action into making their travels more responsible.
What is sustainable travel
It’s no secret that we are passionate about promoting sustainable travel. Our small group tours support the hallmarks of responsible travel, like getting off the main tourist trail, promoting local businesses and artisans, walking or cycling whenever possible, and increasing cultural awareness.
Sustainable travel urges us to explore and enjoy destinations while preserving their natural and cultural heritage. Sustainable tourism, also known as eco-tourism or responsible tourism, aims to minimize the negative impacts of travel on the environment, culture, and economy of a destination while maximizing the benefits for local communities and ecosystems. It emphasizes principles of conservation, community involvement, and respect for local cultures.
Today there are over 1.4 billion people traveling each year. That’s great! People are seeing the world and experiencing new cultures. But global tourism also means overtourism. It means that an excessive number of tourists visiting a popular destination results in the damage of natural, historical and cultural environments, affecting the quality of life of the locals and not for the better. The point is not to stop traveling (because I know I couldn’t!) but to travel in a sustainable (responsible) way.
How to travel sustainably in Italy
Traveling sustainably in Italy involves making conscious choices support local communities. When you travel to places off the main tourist trail, you step away from the crowd, both literally and figuratively. It involves being socially and culturally aware, and planning trips thoughtfully. Thus visitors can reap the rewards of an enhanced cultural experience.
Large tour companies started offering small-group tours (16 to 25 travelers) in recent years, but most often still remaining on the main tourist trail, because that is where the profits lie. With us our group size is 7, which gives a balance of people and backgrounds while remaining intimate, often described by our guests as “It felt like family!”
Small numbers in groups enhances the experience in so many ways and have the capability of blending with the surroundings. Meals can be savored in authentic locales, in the company of the local diners from the area. Shopping focuses on locally made items, and perhaps a disappointment to some, you won’t find souvenir refrigerator magnets and T-shirts made in China.
There are so many beautiful and deserving places to visit in Italy. Recently, even locations that were hardly given a second thought by mass tourism of the last century run the risk of being overwhelmed by swarms of day-tripping selfie-snappers checking off a bucket list. It’s a delicate balance.
How to travel sustainably
- Stay at agriturismi and locally owned boutique hotels: A great way to support the local economy and therefore be more sustainable is to stay at family-owned and locally owned boutique, historical properties. Look for accommodations that pride themselves on serving organic and local food. In Italy, you can look for term’s “bio” for organic and “km zero” which indicates the food traveled zero kilometers.
- Buy local: Most travelers don’t even realize that many tourist shops, hotels, restaurants, and tour companies in popular travel destinations may not be owned by locals, especially Air B and B’s. That means that the destination and its residents absorb the negative impact of tourism, but the economic benefit is exported elsewhere. A great way to support the local economy is to buy from artisans and independently owned shops rather than chains, or, even worse, sidewalk vendors selling counterfeit handbags, sunglasses and the likes. Artisanal tradition is strong in Italy, but of course it is suffering from an economy that is based on mass production. By buying from local artisans, you will help keep alive centuries-old traditions that may otherwise be dying. As for souvenirs to take home, Venetian carnival masks and Florentine leather are some of Italy’s most iconic ones, but also some of the most counterfeited. Laura Morelli, the author of several guides about shopping for authentic artisanal goods in Italy (and there are plenty!) says that the best practice is to “buy directly from the maker whenever possible.” You may even get the chance to see the artisan at work, and that would be an invaluable experience.
- Eat local and in season: Eat at locally owned and operated restaurants favoring regional specialties. Also, eat what’s in season! The variety of regional cuisine in Italy is outstanding and trying local delicacies will not only support the local economy, but also helps you get closer to the local culture since culinary traditions are such an important aspect of life in Italy. So skip restaurants that cater to tourists and head for locally owned restaurant, food stand or markets instead. We can help you by poining out which tourist traps to avoid!
- Choose lesser-known destinations: As well as visiting the highliths of a country, opt for off-the-beaten-path locations as well. This takes the strain off cities suffering from over tourism, resulting in a more authentic and less-crowded experience for you. It also spreads the economic benefits of tourism, making it far more likely that your dollars stay in the hands of locals. A big part of how to travel sustainably is choosing the right destinations.
- Travel off-season: It is generally cheaper to travel off season but distributing tourist arrivals more equally can substantially lessen the burden that tourists tend to have on places. Many destinations across the globe are struggling with the effects of overtourism and this is just exacerbated when a vast majority of visitors arrive during the peak 3 months of the year. This means that locals who rely on the tourism industry for employment are insanely busy for a few months and then have to make that money stretch once the tourist crowds have subsided. Traveling off season can help support locals who live in the place you’re visiting beyond the tourist season, and you’re much more likely to get an authentic experience while you’re there as well. For example, visiting popular European destinations like Italy in the winter months can also allow for more flexibility for travelers, along with lower prices. Because of less tourist demand, you can book accommodation and tickets to popular attractions later in advance and often at lower prices. This makes traveling in the off season a win-win for both the local economy and for you as a traveler.
- Take tours with local companies: Joining a small group tour offered by locals like us, means you not only assist in supporting the people you meet, but chances are you’ll learn about the history and culture of your destination and discover some new perspectives. Forget a flag following crowd of selfie takers, tours these days are fun and engaging. They can even be tailored to your interests. We love to take clients on food and wine tours where you visit producers and restaurants and try local specialties. Always look for companies that specialize in the area you’re going to as opposed to large companies that offer travel around the world.
- Bring a reusable water bottle: In just one day you can go through 5 or more plastic water bottles. Now multiply that by the millions of tourists. Simply reusing the same water bottle and refilling it in one of Italy’s many public fountains, is a big way to reduce waste and lower your carbon footprint!
- Pay attention to quality and authenticity of local products: Foreign companies make copies of some of Italy’s famous typical products and pass them off as the real thing to unsuspecting (and overpaying) tourists. For example, you can tell if Murano glass in Venice is genuine by looking for the trademarked and recognizable sticker, symbol, or label. While you’re at it, buy directly from artists themselves rather than tourist shops. Tours to visit local artisans are a great way to connect with the culture and travel in a responsible way!
- Embrace slow Travel: Instead of trying to see everything in a short amount of time, slow down and immerse yourself in one region at a time. This not only reduces your carbon emissions but also allows you to experience the local culture more deeply. The enrichment of travel isn’t about how many places you’ve seen, but what you’ve gotten out of the experience. Walking is a wonderful way to put slow travel in practice.
- Avoid day trips to overcrowded cities (stay longer): Have you ever thought about staying a few nights at a popular tourist hotspot, rather than just coming in for one day? One of my favorite sustainable travel tips is to avoid contributing to overtourism by skipping day trips and staying longer, especially in the historical hearts of cities where you can walk to sites and restaurants. I am sure you’ve seen in the news that many destinations around the world are suffering from issues caused by unsustainable tourist numbers. Lying at the heart of this issue is the volume of day-trippers to already busy destinations such as Venice for example. I’ve witnessed first-hand most day-trippers heavily burden these cities as they simultaneously rush from one place to the next in their short time frames. Popular attractions are packed, crowded streets are difficult to navigate. Generally, day-trippers spend very little money in these cities. Obviously, a city like Venice is popular for a reason with its stunning architecture, incredible history, and would be at the top of many traveler’s wish lists for good reason. So, what can we do instead? The answer is to stay longer and stay in the city and not on the mainland. But, how is staying longer at your destination a sustainable way to travel? Wouldn’t staying longer cause more issues? In truth, staying longer at your destination means you’re able to experience more of its true side – without the crowds!
- Think twice about AirBnB in places that suffer from overtourism: Overtourism is a huge problem around the world. During high season the volume of tourists makes it impossible for the locals. Not only have the rental prices risen, but it is hard to find long term rentals. Most landlords prefer to rent out short term through AirBnB in the summer months because they earn more on that than on a year with long term. This is a common occurrence in places experiencing overtourism. Locals slowly get pushed out from their cities as they can’t afford to live there anymore. To avoid contributing to overtourism you can try to travel in the low or shoulder season, or you could visit alternative destinations. I totally understand that some bucket list destinations just have to be visited. But you can do your part by researching your accommodation, like boutique hotels locally owned, so you don’t contribute to pressure the locals. AirBnB can be negative in some places, as the locals are losing their homes to AirBnB rentals.
Benefits of sustainable travel
- …you heighten the feeling of stumbling upon your own amazing, unexpected discoveries. No more following in the footsteps of millions of tourists before you, this is truly your experience.
- …you get to experience the incredible nature.
- …you get to spread the economic impact of tourism and support the local community. Many shops, hotels, and restaurants in popular destinations are owned by foreign entities, so the locals deal with the negative aspects of tourism but don’t enjoy any of the financial benefits. Your tourism dollars are more likely to stay in the community when you visit lesser-known places.
- …you get to chat with locals. More cross-cultural connection helps us all become more understanding of other cultures and perspectives.
- …you get to discover more unique, traditional local dishes! Eating local is one of the best benefits of sustainable travel.
- …you get to feel like a local! No following umbrellas, you might be the only tourist around so enjoy doing as the locals do.
- …you get to become part of the culture rather than just observing it from the outside. My favorite way to participate in the culture? Join a sagra, or local festival celebrating a certain food or local dish.
What does Audrey do to promote sustainable tourism in Italy?
I have lived and studied in several European countries, and I have family and friends living in Europe. My respect for the regions, the local culture, and the people, is genuine and profound.
- Traveling with a small group – average size is 6 so you will feel like you are traveling with friends and family
- Employing local licensed tour guides – who offer you engaging insights into the local history, culture, and customs in the area they specialize in
- Promoting local food and wine producers – visits to local markets, out of the way trattorias, family run wineries and producers, offering you fresh and authentic regional cuisine
- Participating in local festivals and events – whether celebrating a certain food or cultural dish, or historical event, these immersive interactions with the locals enrich your travel experiences
- No commission stops – each itinerary is customized with genuine recommendations to assist you in supporting local regional communities, local small businesses, and in making a positive difference
- Using the latest technologies – AXUS for client’s itineraries helps create an almost paper free workplace
In conclusion: by embracing responsible travel practices, supporting local initiatives, and experiencing Italy’s wonders at a slower pace, you can leave a positive impact on the environment, a positive impact on the places you visit, leading you to enjoy more meaningful and memorable travel experiences.
Do you want to Experience Italy like a Local?
This is how you can do it. Audrey helps you make your vacation truly memorable by offering small group journeys and custom guided journeys.
