L'Italo-Americano

NEWS & FEATURES TOP STORIES PEOPLE EVENTS www.italoamericano.org 8 THURSDAY, MAY 30, 2024 L'Italo-Americano Giunti explains, "Our choice to adopt a tourism develop- ment strategy based on the p r i n c i p l e s o f s u s t a i n a b l e development reflects funda- mental values already pre- sent in Sienese culture. Act- i n g o n a s u s t a i n a b i l i t y trajectory means 'operating for good governance.'" The plan, named after the famous frescoes by Loren- zetti in the city's Palazzo Pubblico, was developed with a h o l i s t i c v i s i o n t o u s e tourism as a means to create economic opportunities man- aged by the local community, in order to ensure that eco- nomic benefits stay within the region. This approach meets perfectly the GSTC standards, which call for a reduction of the negative impacts of tourism on local communities, cultural her- itage, and the environment while pursuing the objectives of the UN's 2030 Agenda for Sustainable Develop- ment. Very importantly, Siena's efforts have also been recog- rather than detracts from the city's unique cultural land- scape. Siena's administration, with the support of Etifor, a spin-off from the University of Padua and a GSTC mem- ber, has been instrumental in driving these initiatives: over t h e p a s t y e a r , s i g n i f i c a n t i m p r o v e m e n t s h a v e b e e n implemented, involving vari- o u s s t a k e h o l d e r s i n t h e tourism sector: these efforts have been vital in structuring a sustainable tourism man- agement system that maxi- mizes benefits for the envi- ronment, cultural heritage, and the local community, while minimizing potential negative impacts. A notable aspect of Siena's sustainable tourism strategy is the creation of the strategic plan For a Good Gover- n a n c e o f T o u r i s m i n Siena, led by city councilor Vanna Giunti, which covers t h e p e r i o d f r o m 2 0 2 4 t o 2030, outlining a roadmap f o r s u s t a i n a b l e t o u r i s m development in the city. As nized in the changing trends among tourists visiting the city: data shows that the typi- cal visitor is often a millenni- al or a high-spending traveler f r o m c o u n t r i e s s u c h a s S w i t z e r l a n d , t h e U n i t e d Kingdom, France, Spain, the USA, and the UAE and that there has been a significant increase in sustainable travel choices, with tourists show- ing greater awareness of their environmental impact and o p t i n g f o r e c o - f r i e n d l y accommodations, sustainable transportation options, and supporting local economies. The post-pandemic era has seen a marked rise in s u s t a i n a b l e t r a v e l , w i t h tourists increasingly seeking personalized and environ- mentally conscious travel experiences. This shift is evi- dent in the growing prefer- ence for accommodations that adhere to sustainable practices, responsible pur- chasing behaviors, and sup- port for local businesses. Siena has successfully tapped into these trends, making it an attractive destination for the modern, conscious travel- er. While rightly reveling in its success, Siena isn't going to stop here. The city wants to extend its GSTC certifica- t i o n t o a l l m u n i c i p a l i t i e s within the Terre di Siena t o u r i s t a r e a b y 2 0 2 5 , a n expansion that well reflects the city's commitment to fos- tering a broader regional a p p r o a c h t o s u s t a i n a b l e tourism. By integrating sus- tainable practices into the local economy and tourism strategies, Siena will likely further enhance its appeal to tourists and ensure a lasting positive impact on its envi- ronment and community. Siena's exemplary journey in sustainable tourism sets a benchmark for cities globally, and the recognition its efforts have garnered highlights a steadfast commitment to bal- ancing the preservation of its rich cultural heritage with innovative environmental practices. Very importantly, Siena demonstrates how sus- tainable tourism can be a vital strategy for long-term prosperity and community well-being, while also prov- ing how deeply-rooted tradi- tions, history, and modernity can coexist in harmony. impacts on the local commu- nity and environment. The certification, which w a s o b t a i n e d i n 2 0 2 3 , i s valid for three years, with annual interim evaluations to ensure continuous improve- ment in sustainability perfor- mance. The socio-econom- ic aspect of sustainability in Siena involves initiatives aimed at boosting the local economy through tourism while ensuring that the bene- fits are equitably distributed. S u s t a i n a b l e m a n a g e - ment practices include care- ful planning and regulation of tourism activities to pre- vent over-tourism and pre- serve the city's cultural her- i t a g e . E n v i r o n m e n t a l sustainability efforts are focused on reducing carbon footprints, promoting eco- f r i e n d l y t r a n s p o r t a t i o n options, and encouraging sustainable practices among tourists and local businesses. Cultural sustainability is about preserving Siena's rich history and traditions, ensur- ing that tourism enhances S iena, famous for i t s m e d i e v a l cityscape, is home t o i c o n i c l a n d - marks such as the Piazza del Campo, where the historic Palio horse race takes place, and its magnificent Cathedral, a masterpiece of Gothic architecture. Indeed, the city's value in Italian art is profound, with its schools of p a i n t i n g i n f l u e n c i n g t h e course of European art during the Renaissance. In recent years, its com- mitment to preserving its cul- tural and architectural her- i t a g e h a s b e c o m e a c o m p a n i o n t o t h e c i t y ' s efforts to embrace modern s u s t a i n a b i l i t y p r a c t i c e s , which makes this Tuscan cul- tural jewel quite a unique and exemplary destination. In 2024, Siena has once again been recognized as a capital of sustainable tourism, an accolade that underscores the city's commitment to balanc- ing heritage preservation with contemporary environmental and socio-economic needs. This prestigious title high- lights Siena's efforts to align with global sustainability standards, making it the first Italian city to achieve such recognition. The Global Sustainable Tourism Council (GSTC) c e r t i f i c a t i o n , w h i c h w a s renewed in April, following an audit carried out in collab- oration with the accredited body Vireo, was a cornerstone of Siena's recognition. The GSTC was established under the United Nations Environ- ment Programme (UNEP) and the World Tourism Orga- nization (UNWTO) and sets rigorous criteria for sustain- able tourism practices world- wide, practices which Siena has been complying with rig- orously. Indeed, achieving and maintaining the GSTC certification involved a com- prehensive audit of Siena's tourism system, focused on four key pillars: socio-eco- nomic sustainability, sustain- able management, environ- mental sustainability, and cultural sustainability. These pillars guided the city's efforts to enhance its tourism sector while minimizing negative FRANCESCA BEZZONE Siena: a model of sustainable tourism in 2024 Piazza del Campo, the heart of Siena (Photo: Gianluca Pisano/Dreamstime) and, bottom left, the Torre del Mangia from below (Photo: minnystock/Dreamstime)

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