(The article includes marketing information)
The recovery of tourism in Italy is under the banner of sustainability. Indeed, sustainable travel choices were decisive for the sector in 2023, influencing the selection of tourist destinations in our country.
A recent international study published by Centro di Ricerca sulla televisione e gli audiovisivi (CeRTA), in collaboration with the Università Cattolica di Milano and Publitalia '80, and entitled 'Communication, Media and Tourism', offers a positive outlook on the future of the Italian tourism sector. According to the research, Italy can expect significant growth forecasts for the tourism sector, with a focus on sustainable tourism.
The wealth of artistic and cultural heritage confirms Italy as an established brand and one of the most sought-after destinations in Europe. Data show that 47% of travellers have Italy as their first choice in their 'travel intentions', while it is particularly attractive to Britons (54%) and Americans (47%).
In 2023, domestic tourist demand played a key role, but foreign demand also accelerated strongly. Italian (95 per cent) and foreign (90 per cent) admissions were close to 2019 levels, signalling a robust recovery.
After the pandemic years, 2022 saw the return of the positive balance in the national tourism balance, confirming the sector as strategic for the Italian economy. Prospects for the future are even more promising, with 81% of respondents in Italy, Europe and the USA planning to travel as much or more in the coming years.
An increasingly central element in travel choices is sustainability, highlighted by 70% of Italian, European and American travellers. Sustainability is no longer only linked to the environment and the preservation of the landscape, but also reflects a growing sensitivity to cultural aspects and support for the local economy.
According to CeRTA, 72% of travel decisions are influenced by at least one sustainability criterion, including means of transport, destinations, accommodation facilities, environmental and cultural impact, traditions and local production.
In this regard, the ministry announced a sustainable tourism fund of 25 million euros annually from 2024 to 2025, aimed at boosting funding for eco-tourism and sustainable tourism. In addition, a fund of 34 million was earmarked for small municipalities with a tourist vocation.
In recent times we are witnessing a marked growth in initiatives aimed at promoting and supporting the development of more responsible and sustainable tourism. One example of this trend is TK MTB, a platform that stands out for its ability to combine a passion for holidays in nature with a commitment to the development of local economies.
TK MTB - whose capital raising campaign through crowdfunding will soon be announced on our platform - is not only an organisation dedicated to mountain bike enthusiasts, but also acts as a catalyst for authentic tourism experiences, immersed in Italy's natural beauty.
The platform not only promotes outdoor activities and cycling adventures, but also emphasises the importance of a sustainable and respectful approach to the environment and local communities. This type of tourism is growing strongly across the country, offering a rewarding way to explore nature, support local economies and embrace a more eco-friendly lifestyle.