SCARICA GRATUITAMENTE IL NUOVO RAPPORTO “TURISMO ENOGASTRONOMICO E SOSTENIBILITÀ”
DELL’ASSOCIAZIONE ITALIANA TURISMO ENOGASTRONOMICO
Food and wine tourists want to participate in sustainable food and wine experiences that feature both a green approach and being socially responsible.
The latter aspect of sustainability, which has received less attention, is particularly appreciated with 77 percent of food and wine-motivated travelers saying they are more likely to visit a production company if it has projects in place to support the local community. There is, therefore, room to create coherent proposals, which, starting from the values of the company - be it a production company, a tour organizer or an event organizer -, translate concretely into the experience that the tourist is going to live.
The report "Food and Wine Tourism and Sustainability," by Roberta Garibaldi and presented at the Food Journalism Festival in Turin, well highlights how sustainability has now increasingly become a driver of choice not only of destination, but also of food and wine experience.
"The Italian agri-food supply chain represents excellence, increasingly connoting approaches that seek to minimize environmental impacts while maximizing benefits for employees, the community and the land," says Roberta Garibaldi. The Italian sector is now the most sustainable in Europe in terms of harmful emissions, and has increased the use and production of renewable energy. It has, in addition, the community record of young people and women in agriculture (Symbola Foundation data). "This is certainly an excellent starting point, but it is not enough. It is appropriate, in fact, that all components of the tourism experience should also become sustainable in every sense, from tasting to transportation through communication. And all this needs to be properly communicated to the tourist before and during the experience."
TOURISTS DESIRE 360-DEGREE SUSTAINABLE FOOD AND WINE EXPERIENCES
Regarding environmental sustainability, all tourists like first and foremost whether the food and wine experience takes a green approach to waste management (79 percent among food and wine tourists, 73 percent for generalists) and packaging (76 percent vs. 67 percent). This is followed by using recycled paper for posters and brochures (74% vs. 66%), sourcing from suppliers who adopt organic and/or biodynamic farming practices (72% vs. 60%), and avoiding the use of plastic (70% vs. 64%). The presence of eco-friendly traposto systems to get to the event, the farm, the starting point of the tour (69% vs. 66%) is also a very popular option.
Turning to social and economic sensitivity and responsibility, also an important driver of choice today, theadoption of ethical policies is the aspect most considered in the case of experiences on farms (76 percent among food and wine tourists, 64 percent for generalists). This is followed by the possibility of living experiences in close contact with producers, proposals, these, indicated by 71% of food and wine tourists and 60% of generalists: for example, with the grapeharvest andolive picking, which from being moments of work can be transformed, if appropriately rethought, into tourist experiences, allowing the tourist to be a protagonist and increase his or her awareness of the product and everything that revolves around it, often the lesser-known part.
For tours and events, on the other hand, it is important that they are short supply chain. The desire to do tastings of local and/or organic products, buy souvenirs and specialties from local businesses by travelers-especially if they are run by people who have faced or are facing situations of economic and/or social hardship-is well known. But this need is not related to purely hedonistic reasons; it can also express a desire to give support to the local economy and community through one's travel.
Crucial in all this is that sustainability is told. The food and wine experience can become an educational, empowering moment; here the visit can be enriched with explanations about the nutritional values of products and health benefits, about drinking/eating responsibly, about respecting local customs and habits. Always maintaining a certain "emotional lightness" that intrigues the tourist.
ITALIAN TOURISTS ARE READY FOR THE SUSTAINABLE "TURNAROUND"
Italians are fully aware of what sustainable tourism means. And, therefore, of its different facets - environmental, social and economic. In fact, 81 percent consider it to be an environmentally friendly practice, and therefore helpful in limiting negative impacts; 80 percent believe it can help safeguard the customs of the community visited, while 79 percent believe it generates employment and income for locals. Food and wine tourists, compared to generalists, have a greater sensitivity to sustainability. However, compared to past years, this difference has thinned, as the focus on these issues has become stronger for all targets. Today, awareness and knowledge of sustainable tourism is widespread and across the board.
Sensitivity that is not only overt, but becomes real in the course of travel. Italian tourists, in fact, tend to adopt consonant behaviors: first and foremost, avoid wasting food in restaurants or hotels (indicated by 76 percent), then respect the environment (75 percent) and the local community (59 percent). They also show attention to more "everyday" actions, such as avoiding putting towels in the wash every day while staying in a hotel (61 percent) and limiting the purchase of plastic bottles (56 percent).
Methodological note: The research data come from a survey of a representative sample of the Italian population using a CAWI (Computer Assisted Web Interview) method. 1,000 target interviews were conducted - that is, with individuals who had taken a vacation in the past 24 months that included at least one overnight stay.
