Photo by Garda Trentino

The global community is currently facing unprecedented environmental and social challenges: six out of nine planetary boundaries have already been exceeded, and the targets of the 2030 Agenda are increasingly out of reach. These scenarios call for a shift in direction and represent concrete risks for the tourism economy as well.

Tourism is deeply rooted in the territory it inhabits. In Garda Trentino, for example, the visitor experience is closely linked to the lake landscape, biodiversity, historical heritage, and local identity. This system relies on natural, human, social, and economic capital: pressure on any one of these components directly affects the quality of the tourism offer.

Extreme weather events have already revealed the fragility of ecosystems, while overtourism creates social tensions. At the same time, travellers are increasingly attentive to sustainability and seek destinations that are both authentic and committed. This represents an urgent challenge—and a powerful opportunity—to rethink the future of tourism.

Garda Trentino has embarked on a transformational journey to adopt a new approach to tourism management, based on long-term vision, shared responsibility, and concrete, operational tools. This is not a final goal, but a continuous improvement process.

At the business level, sustainability requires the active involvement of staff, guests, suppliers, local communities, and institutions. To coordinate these efforts, it is crucial to introduce dedicated figures such as the Sustainability Manager, who can facilitate dialogue and guide change.

At the territorial level, DMOs (Destination Management Organizations) must also evolve: from promotional bodies to true custodians of the territory, capable of balancing diverse interests and enhancing local resources.

This process is guided by the Global Sustainable Tourism Council (GSTC) standard, which provides an internationally recognised framework to build a sustainable, locally adapted and broadly shared strategic plan. The goal is to develop a tourism model that respects the natural pace of the territory, generates value for local communities, and is measured through new indicators that reflect the true well-being of the destination.

Etifor supported Garda Trentino in its journey toward GSTC certification, helping the DMO build a credible, participatory sustainability strategy through:

• training and capacity-building for staff and local partners

• analysis of ESG indicators and sustainability questionnaires

• participatory processes involving local stakeholders

• identification of key risks and impacts

• definition of the sustainable management plan

• drafting of the pre-assessment and audit preparation toolkit

• support for the implementation of concrete actions

• preparation of the GSTC certification dossier

Thanks to this approach, Garda Trentino has positioned itself as a leading destination in terms of its commitment to responsible tourism.

• Sustainability: a shared commitment