On 12 March in Castelbrando, Cison, the event ‘Sustainable Tourism and Territorial Brands. From the analysis of the perception of the Dolomiti and Colline del Prosecco brands, to operational strategies for the destinations Belluno and Treviso', during which the Chamber of Commerce of Treviso and Belluno presented an important research on sustainable tourism, highlighting the growing desire of travellers to live authentic and engaging experiences, capable of leaving an indelible memory.
The initiative, aimed at institutional actors and economic operators in the tourism sector, aimed at analysing how national and international tourists perceive the ‘Dolomites’ and ‘Colline del Prosecco’ brands from a sustainable perspective. In order to jointly promote the territories of Treviso and Belluno as sustainable destinations, research was carried out to capture the perception of these two territories in four reference markets: Italy, Germany, the United Kingdom and the United States. The aim of the event was to present the results of the research and to examine in depth the different issues related to the development of tourist destinations in the provinces of Belluno and Treviso, in order to offer, through comparison, practical and operational indications to the stakeholders of the tourism sector.
One of the most relevant aspects that emerged from the study concerns the perception of sustainability. While for tour operators the concept is often linked to environmental certification and the reduction of ecological impact, travellers associate sustainable tourism with the possibility of slowing down the pace, immersing themselves in nature and rediscovering authentic traditions. This divergence of views represents an opportunity to valorise the Dolomite territory, recounting it through authentic and tailor-made experiences.
Tourism away from the masses, close to the emotions
Research data show that sustainable tourism is not only an ethical choice, but a way of experiencing travel with greater authenticity. The Dolomites, with their breathtaking views, deep-rooted culture and genuine hospitality, offer an alternative to mass tourism, promoting more intimate and engaging experiences. The focus is increasingly shifting towards a personalised welcome, capable of making each traveller feel part of a unique place.
The new generations, in particular, are looking for immersive and conscious experiences, far removed from traditional schemes. Sustainable tourism, which is constantly evolving, must adapt to the needs of these travellers, using new communication tools to narrate the territory in an innovative and engaging way.
Enhancing the Dolomites through targeted strategies
According to Federico Caner, Regional Councillor for Tourism, destination branding is a key element in making the Dolomites increasingly competitive on an international level. ‘It is not just a matter of promoting a destination, but of building a strong and recognisable identity, capable of attracting visitors in search of authentic experiences. The research conducted makes it possible to refine promotional strategies, improving the narration of the territory and its peculiarities.
Data on tourism in the Dolomites
Statistical data confirm the growth of tourism in the province of Belluno. Compared to 2019, tourist arrivals have increased by 11% until 2023, and the first 11 months of 2024 show a stability in flows compared to the previous year. For a complete picture of the winter season, it will be necessary to wait for the December figures.
The non-hotel sector is also expanding, with a significant increase in accommodation and hospitality facilities. This trend confirms the growing interest in a more flexible and sustainable tourism, in line with the needs of modern travellers.
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