Grosseto celebrates 2024 European Green Pioneer of Smart Tourism title with a launch ceremony

Celebrating Grosseto: 2024’s Green Tourism Champion

On 21 March, Grosseto (Italy) held the official launch ceremony marking its year as the 2024 European Green Pioneer of Smart Tourism.

The representative of the European Commission, the Mayor of the city and other representatives of the city authorities unveiled the hashtag sculpture created for the occasion in Via Giotto Park.

Awarded by the European Commission, Grosseto earned its title through impressive sustainable practices and green tourism initiatives, setting a benchmark for other destinations. Mayor Antonfrancesco Vivarelli Colonna highlighted the years of dedication to preserving the city’s natural and cultural assets as foundational to its success.

Misa Labarile, Policy Officer at the European Commission, DG GROW said, “Grosseto’s victory represents not only a commitment to environmental sustainability, but also a step towards a more accessible, inclusive and respectful tourism. It is an invitation to look beyond the mere concept of ‘green’ tourism and to understand that sustainability also embraces the social and cultural aspects”.

Sustainability is becoming an increasingly important concern for tourists, pointing to the need for environmentally friendly policies and practices in the tourism sector. “Considering that 78% of travellers want to travel in an eco-conscious manner, 53% of them do not feel satisfied enough to find sufficient sustainable travel options on the market,” adds Regional Councillor Leonardo Marras. With this in mind, Grosseto is encouraging visitors to experience the destination in a slow and green way, respecting the nature and culture of the area.

Celebrations for Grosseto’s title will span the year with a variety of events and networking opportunities for other Smart Tourism locales. This recognition not only promotes Grosseto at a European level but also positions the city as a leader in shaping the future of sustainable European tourism. For more details or to participate in a research trip to Grosseto, journalists are encouraged to contact the EU Smart Tourism Secretariat.

The competition for the 2025 European Green Pioneer of Smart Tourism title is now open, with destinations invited to apply by May 31, 2024. For more information:

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