Travel DAZE 2020 - Striking the right balance between environmental and economic sustainability

Sustainability has been on Italy’s radar for years, but having enjoyed strong tourism growth prior to COVID-19, the country was challenged by overtourism in its arts cities.

However, the pandemic has provided an opportunity for the popular European destination to reset its focus on sustainability and approach it in the right way.

Maria Elena Rossi, Marketing and Promotion Director at the Italian National Tourist Board, explains how the organisation plans to strike the right balance between environmental and economic sustainability in the ‘new normal’.