Authentic Sustainability: Incoming to Italy between Truth and Innovation

Incoming tourism in Italy is often influenced by misperceptions and fake news that cloud the reality of sustainability in the sector. This talk aims to dispel myths and fake news, offering an authentic overview of sustainable practices adopted in Italian tourism. Through concrete and innovative examples, effective strategies to promote conscious and responsible tourism will be illustrated. The aim is to provide operators in the sector with tools and knowledge to stand out in a competitive market, enhancing Italy as a sustainable and genuine destination.