Il turismo e la sostenibilità

The topic of sustainability has now taken on a central role in all areas of our lives, from private to professional, and consequently also in tourism, including food and wine tourism.

Thus, we speak of sustainable tourism.

To fully understand its meaning, let's start from the more general concept of sustainable development defined in the famous Brundtland Report in 1987, according to which “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

Starting from this concept, in 1988, the World Tourism Organization (WTO) gave the first definition of sustainable tourism, stating that “Tourism activities are sustainable when they develop in such a way as to remain viable in a tourist area for an unlimited time, do not alter the environment (natural, social, and artistic), and do not hinder or inhibit the development of other social and economic activities.”

Sustainable tourism therefore has to do with our well-being, that of planet Earth and future generations, and with the concept of time.

In fact, the word sustainability derives from the English sustainability, a term that in turn comes from the verb “sustain”, which contains the idea of time, of actions that are “maintained” and “prolonged”. 

But let's return to the concept of sustainable tourism and try to understand how we can safeguard the profitability of this economic activity and its survival in the market while at the same time taking care of the well-being of the planet.

First of all, by overcoming a still widespread cliché that imposes a choice between two alternative paths: competitiveness and sustainability. A tourism activity can be competitive (and therefore able to face competition and have its own market positioning) and sustainable at the same time.  

Assuming that clients, operators, and competitors belong to and live in the same environment, the system can only work with the participation of all the actors involved, united in a common goal: safeguarding the planet. In this way, everyone will benefit. Competition and competitiveness are therefore allowed, but not only for the purpose of increasing market share, but also for safeguarding common well-being.

In light of this common goal, fighting waste is a duty for everyone, both for those who use tourist services and for tourism operators themselves. We must learn to plan carefully, conserve, and reuse whenever possible.

For example, to avoid food waste in a hotel or non-hotel facility or in catering, you can try to shop sparingly; limit the range of choices and, as much as possible, offer seasonal products or local excellences; offer quality zero-kilometer products; try not to offer portions that are too large or offer pre-portioned products; offer a doggy bag service; make agreements with associations to encourage food redistribution.

Other desirable actions include optimizing water use; limiting the use of aggressive detergents, perhaps using biodegradable ones without compromising hygiene results; limiting the use of disposable items and, when not possible, using compostable disposables; always separating waste.

One thing is certain: if our facility or tourism activity respects the principles of sustainability, it is necessary to communicate this externally as it brings competitive advantages.

For example, if you are organizing a food and wine tourism event, it would be advisable to obtain ISO 20121 certification, which guarantees, at an international level, that an event or party involved in the event operates sustainably, and to use this certification in communication as a differentiating element compared to other local events.

Sustainability therefore becomes not only an element of differentiation, but essential in organizing a tourism offer and related events.

Adopting a sustainable approach not only allows you to differentiate yourself, but also potentially represents a card to play to demonstrate your value and social and economic commitment, thus taking on an ethical value.

The system is also able to self-sustain in a virtuous way, because practicing and communicating sustainability encourages a process of change among consumers, who, sensitized on the subject, are increasingly oriented towards adopting sustainable practices.

So the more tourism activities apply the principles of sustainability and the more they communicate them externally, the greater the demand for sustainable tourism services will be, because the tourist is also an active part of the system.