The Green Community project by Buy Tuscany was recently presented in Livorno.
A showcase of new ecotourism products
Sustainable tourism was the star theme at the opening of Buy Tuscany 2025, with the conference “Sustainable tourism and networked territory, a presentation of the tourist products of the Green Community project. Organized at the Garden Toscana Resort in San Vincenzo, Livorno, the meeting, moderated by tourism journalist Claudiana Di Cesare for ItaliAbsolutely and Travel Quotidiano was the official conclusion of the “Green Community - Travel to the Rhythm of Nature” project, a showcase of new ecotourism products and how the regional offer has evolved.
Sustainability as a strategic lever for hospitality
The morning opened with the institutional greetings of Antonella Cucinotta, councillor of the Municipality of San Vincenzo, and Cristiano Pullini, tourism councillor of the Municipality of Castagneto Carducci, lead partner of the Area Community. Both stressed the value of territorial cohesion and sustainability as strategic levers for hospitality. Francesco Tapinassi, director of Toscana Promozione Turistica, recalled how the role of destinations is not only to attract tourist flows, but to guarantee “an innovative, widespread model that can combine economic growth and the protection of local communities.” At the event the results of the “Green Community Costa degli Etruschi” project, coordinated by Cooperativa Itinera, were presented. Laura Giuliano, vice-president of Itinera, illustrated the stages of the journey: "From the mapping of experiences to the sharing of the Charter of Values, from the network of over 50 operators to the co-design of 15 ecotourism products. A project that directly involved the territory and today delivers concrete tools for promotion'.
Bicycle tourism is a strategic asset for the region
Bicycle tourism was the focus for Marco Pavoletti, consultant of the Costa degli Etruschi Area Community, who presented the “Gran Tour Costa Etrusca itinerary”. "A380-kilometre gravel route that will connect 200 local tracks, integrating sustainable mobility bike+train and enhancing villages, archaeological sites, and nature areas. It will be a strategic asset to diversify the offer beyond the seaside.” Valentina La Salvia of Itinera spoke of the involvement and coordination of the supply chain in all phases of the project, including in the visual narration, conveyed in a video that "gave life to a story made of images to convey the emotions and values of the project, restoring the true soul of the experience.”
15 ecotourism products for structured tourist packages
With the catalogue, the video spot and the dedicated digital platform, the 15 ecotourism Costa degli Etruschi Green Community” products are now ready for buyers and travellers, consolidating the destination's positioning as a model of widespread, sustainable and innovative tourism, as Luca Carnesecchi, managing director of Italia Highlights, also explained: "More than 40 experiences by 30 companies have been crafted into structured tourist packages - from green weekends to team building proposals - with trends ranging from forest bathing to barefooting, and from food foraging to cooking classes. It is an offer designed for independent travellers, groups and the corporate segment.”
The role of sustainable, integrated and multimodal mobility
Maria Paola De Rosa, head of trade sales at Trenitalia, gave her contribution on sustainable, integrated and multimodal mobility: "The Etruscan Coast is now served by high-speed, Intercity and regional trains, integrated with intermodal services such as Etruschi Line, Elba Link and Argentario Link. The train is a concrete choice to reduce emissions and make the territory more accessible.” International partnerships were touched on by Guy Saunders (Luxury Raid Travel), Francesca Pozzan (Itinarrando - La tua avventura a portata di zaino) and Gianluigi Puiè (Team Building Natura), who underlined the openness of the Costa degli Etruschi to experiences for domestic and foreign markets, confirming how sustainability is now an essential element of tourism strategies, leading to collaborative networks, innovation, and the enhancement of the territory.
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