Discussing Sustainable Goals with Visit Valsugana-Lagorai

For Visit Valsugana, sustainability is a very important issue but initially, the DMO needed to find a way to effectively manage and develop it.

Starting on this new mission 2 years ago and working together with GSTC, Visit Valsugana discovered many things that were already sustainable in the destination but it didn't have the capability of communicating this to other stakeholders and basically selling what the destination is doing.

For Visit Valsugana, a small destination based in the northern Italian region of Trentino, sustainability is a very important issue but initially, the DMO needed to find a way to effectively manage and develop it within the destination. Starting on this new mission 2 years ago and working together with GSTC, Visit Valsugana discovered many things that were already sustainable in the destination but it didn't have the capability of communicating this to other stakeholders and basically selling what the destination is doing.

For example, many sectors are already carbon-free, and there is also a project to 'Adopt a cow' - looking at ways to improve the agriculture sector.

Key Takeaways

1. Key issues of sustainability are the same in every destination but experienced in different ways, depending on the size of the destination, remoteness, size of the population etc. 

2. Sometimes you have to reimagine what you have and look outside the tourism industry for inspiration. Some sustainability actions aren't necessarily related to tourism but a destination is much more than just tourism.

3. Visit Valsugana is working extensively with the younger generations as they are of course the future and future ambassadors of the destination. 

4. There are many different sustainability accreditations and certification bodies which can provide third-party validation and international significance to your destination. If you are looking for a third-party accreditation, it would be best to consider one that is recognised worldwide.

5. Profitability and sustainability can go hand in hand. Being a sustainably accredited destination can attract the right kind of tourists and a better value.

Published on:
December 2019
About the contributor

Stefano Ravelli

Since 2000, Stefano Ravelli has been head of the DMO Valsugana Lagorai, a small destination in the Italian Alps. During the last two years, he has developed themes related to sustainable tourism, obtaining in June 2019 the GSTC certification as the first destination in line with the 17 Sustainable Development Goals.