More and more responsible: Italians are changing their way of travelling

Travelling towards 'net zero' but without rushing. Aware of the impact that their actions can have on the environment, 80% of Italian holidaymakers say they are ready to review their behaviour in a more responsible, albeit not too demanding, way . This was revealed by a survey carried out by Bva Doxa on behalf of the 'open air' tourism specialist Human Company, which involved a representative sample of a thousand Italians aged 18 and over who have taken a holiday of at least 3 days in the last 12 months. Great willingness was expressed to help safeguard the flora and fauna of the destinations visited (36% of respondents), carefully manage waste (33%), reduce energy waste (32%) and protect natural resources (32%). Hesitations remain, however, regarding changing their diet (13%), choosing facilities with environmental certifications (13%) or actively participating in 'green' volunteer initiatives (7%).

Leading the ranking of accommodation facilities deemed most sustainable are agritourism (91%), mountain refuges (86%), camping and glamping (84%), bed & breakfasts (76%), holiday homes and hostels (71%). Hotels (30%), resorts (24%) and cruises (14%) are viewed with some suspicion, while spas (49%) are in an intermediate position. The most appreciated sustainable solutions in the outdoor sector are the use of zero-mile products in restaurants and internal markets (83%), initiatives aimed at reducing the use of plastic (78%), the use of renewable energy (77%), regeneration interventions (76%) and promotion of the territory (75%), the provision of educational spaces (75%) and the setting up of areas dedicated to physical and mental well-being (71%). Finally, nothing would prohibit experiencing a sustainable holiday even in an urban context. 95% of respondents are convinced of this, provided that the values ​​and territorial excellence are respected (48%), perhaps by favouring authentic itineraries (44%) and low season periods (36%).