Ecotourism, eco-accommodations and rural old/new destinations




Three preconditions for a rich debate.
Motley problems and a tentative solution.
Thus I would introduce the interesting conference I attended last week, in Finale Ligure, in the nice and quiet atmosphere of the Chiostri di Santa Caterina.

And let’s start from the location. During its long history the complex of Santa Caterina changed its use. First a religious complex with cloisters, a remarkable church and annexed rooms and halls for monks, that a jail and – nowadays – a perfect location for conferences, fairs, meetings, sided by a surprising museum and an exposition centre. (See: https://www.tripadvisor.co.uk/Attraction_Review-g194761-d523778-Reviews-Museo_Archeologico_del_Finale_Convento_di_Santa_Caterina-Finale_Ligure_Italian_Riv.html) 

In this beautiful location the Municipality of Finale Ligure -a small sea&sun tourist destination turned
into a European Capital of the Outodoor Sports- organized on the first day of Summer a conference 
entitled “Ecotourism and small scale guest accommodation for the promotion of the territory 
and the development of tourism in the agricultural-naturalistic areas”. 
 
Three, as I said, the preconditions that make the proposed topic very sound and worthy to be discusses. 
First of all: ecotourism is the fastest growing subsector of tourism. If tourism as a whole is growing at 
the pace of more than 3% per year, outpacing the growth of global economy (2,5%), some forms of 
tourism which are generally sub-grouped as eco-tourism/sustainable tourism, e.g. ciclotourism recorded
 a growth of 30% in three years (2014-2016). 
 
Second point: eco-tourism, sport tourists, tourism sportspeople need dedicated services. The slice of 
market they represent is big enough to mandate strategical planning and dedicated assets. Among them,
accommodation. Eco-tourists and sportspeople on holiday require to be located in facilities that would 
save them time to engage in their activities, which are consistent with their ethics and philosophy 
of living and of traveling, and that are aesthetically satisfactory. 
 
Last but not least: as we are aware we cannot deplete anymore our environmental and cultural assets, 
we cannot lay (or pour in tons) concrete anymore. Building entire districts which become ghost towns 
during the low season won’t make our destinations more competitive, nor more livable for residents. 
 
Many other considerations should be added, but for the sake of brevity (this is just a post!) I’ll refer to 
what the Municipality of Finale Ligure is planning to do, as explained by the Senior Planning Officer 
Marinella Orso.  
The proposal is a new law, to be drafted in cooperation with the Liguria Region – to re-qualify 
old agrarian facilities and to increase the number of beds in the second-belt territory, which surrounds 
the coast. The “second belt” hosts many path and trials used for recreation by sportspeople and tourists 
(bikers, hikers, climbers, speleologists), but few hotels and accommodations - in the widest possible 
term. The area bears the burden of the tourist flow, without enjoying much of its benefits.
 
The European Union encourages investment in rural areas, if they are meant to preserve the original use 
of the territory, and the speakers provided good food for thoughts. 
Silvia Scaramuzzi, Università di Firenze, focused on rural tourism, presenting interesting projects 
developed in Tuscany, land of excellence for quality and eco-tourism in Italy, and often a forerunner 
in the fields of sustainability&tourism. 
Paolo Scoglio of The Nestliving (http://www.thenestliving.it/) proposed innovative and vanguard 
solutions to maximize the enjoyment of the landscape and to wonderfully accommodate 
the targeted groups. 
Rauch Norbert of the Rubner Haus (http://www.haus.rubner.com/it/casa-in-legno/1-0.html ) presented
the company’s top standards eco-structures of wood, a perfect synthesis of technique, sustainability, 
and design.  
Domenico Ruffino provided a grass-root case of enterprise which is both economically viable, 
and culturally relevant for the preservation of local bio-diversity and production. 
 
A fascinating trip into an already present “next step” along the evolution of tourist reception. 
The law is not on the paper yet, but there’s room to believe that once it’s there, 
it won’t remain just there.

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