The BTO 2025 looked at Westen Ligurian villages as a model to adopt for sustainable tourism.
The contribution of women in reshaping the future of tourism
The BTO Women programme at the recent “Be Travel Onlife 2025. A Vision Born from Challenge,” was an event that celebrated the fundamental contribution of women in reshaping the future of tourism through more responsible, inclusive and sustainable models. Speaking at the event Lina Cha, the mayor of Cervo, said the real challenge was woman “as she embodied the essence required to face change, overcome obstacles, and transform difficulties into opportunities, combining strength and gentleness,
determination and empathy, resilience and the ability to reinvent herself.”
Uniting villages for a new form of tourism
The project “Western Villages - Stone Streets that Embrace the Sea” is a collaboration between the Ligurian municipalities of Cervo, Diano Arentino and Villa Faraldi, and is aimed at regenerating historic centres by revitalizing their cultural and natural heritage. As project leader, the Municipality of Cervo seized the opportunity to reshape its tourism identity, emphasizing authenticity, local roots and the intimate spirit of the territory.
From mass tourism to sustainable identity
“Beach tourism is no longer enough,” said Mayor Cha, - the shift toward a more customized, sustainable model responds to changing visitor expectations. The new brand has art, culture and nature at its core, expanding the offer through outdoor itineraries, cultural events and slow-travel experiences.” The “Stone Paths that Embrace the Sea” project connects trekking and mountain-bike routes with museums, food and wine traditions and artistic residencies, encouraging conscious, year-round tourism. The focus is on deseasonalization, social inclusion and human-scale experiences, bringing new life to villages as places to experience and not merely to visit.
“A form of tourism that respects, enriches and inspires”
“For us, sustainability meant taking care of our spaces and our people,- said Cha. -The goal is to create communities where residents, workers and visitors coexist in harmony, blending daily life with hospitality. Today, the true challenge lies in networking, in linking the coast with the hinterland and involving local businesses and associations to build an integrated, forward-looking model. In Western Liguria, where “the mountains plunge into the sea,” rebirth begins from its ancient stones and timeless paths, ushering in a form of tourism that respects, enriches and inspires.”
