Grosseto, located in Tuscany’s stunning Maremma region, has emerged as one of Europe’s greenest and most sustainable tourist destinations. In 2024, the city earned the prestigious title of European Green Pioneer of Smart Tourism from the European Union, an award that recognizes destinations excelling in sustainable tourism practices and the preservation of natural and cultural heritage. But how did this relatively under-the-radar city, often overshadowed by Tuscany’s more famous locales, secure such a notable distinction?
A European Initiative for Sustainable Tourism
The European Smart Tourism initiative seeks to promote sustainable tourism practices and reduce the negative impacts of over-tourism. It awards two main titles: the European Capital of Smart Tourism, for larger cities, and the European Green Pioneer of Smart Tourism, aimed at smaller destinations that demonstrate innovative, sustainable tourism strategies. Grosseto was named the Green Pioneer in 2024, alongside Dublin, which took the title of European Capital of Smart Tourism. Though culturally distinct, both cities share a commitment to fostering responsible tourism and showcasing how cities can innovate while respecting the environment and heritage.
Grosseto’s Unique Blend of Nature and Culture
Often overshadowed by iconic Tuscan cities such as Florence and Siena, Grosseto and its surrounding province offer an authentic experience, rooted in history and natural beauty. The city’s medieval architecture, ancient Etruscan roots, and its proximity to nature reserves, wild beaches, and archaeological sites provide visitors with a true sense of place. From the Colline Metallifere to the Diaccia Botrona Nature Reserve, Grosseto’s blend of landscape, history, and art forms the foundation of its sustainable tourism model. This approach emphasizes “slow tourism,” which prioritizes quality experiences over the mass-market tourism that often damages local ecosystems.
The city’s commitment to slow tourism extends to its infrastructure, particularly in mobility. Grosseto has developed a network of cycling paths linking the city to the Maremma Park and its beaches. Electric shuttle services, accessible through dedicated apps, make it easier for visitors to explore the region with minimal environmental impact. Additionally, efforts to enhance social sustainability are evident in initiatives to make beaches and historical sites accessible to people with disabilities, ensuring inclusivity in its tourism offerings.
Sustainable Agriculture and Local Traditions
Sustainability is also deeply embedded in Grosseto’s agricultural practices. With about 30% of the land dedicated to farming, the region’s agricultural sector plays a significant role in both its economy and cultural identity. Farm stays and eco-tourism offerings, such as cooking workshops, wine tastings, and guided cycling tours through vineyards, help connect visitors to the land and its traditions. The area’s iconic Maremma cattle, known for their wild rearing, and the legendary buttero (cowherd) on horseback, who continues to uphold centuries-old traditions, add to the region’s unique charm. These experiences combine with efforts to promote sustainable farming and local food production, ensuring that tourism helps rather than harms the region.
A Lesson in Awareness and Preservation
Despite its many attractions, Grosseto remains a relatively undiscovered gem. This paradox raises an important question: how much do we truly know about the lesser-explored areas of our countries? Grosseto’s recognition as a Green Pioneer is a call to rediscover these hidden treasures and to approach them with a renewed sense of appreciation for their cultural and natural wealth.
Looking Ahead to the Future
As Grosseto finishes its tenure as the European Green Pioneer of Smart Tourism, the spotlight now shifts to 2025. Turin will be honored as the European Capital of Smart Tourism, while Benidorm will take up the mantle of European Green Pioneer. Both cities have been recognized for their pioneering efforts in accessibility, sustainability, and the digitalization of tourism. Grosseto’s example will undoubtedly continue to inspire, proving that sustainable tourism is not only possible but also vital for preserving our cultural and natural heritage.
For Grosseto, sustainability isn’t just a buzzword—it’s a model that blends tradition with innovation, offering a glimpse into a future where tourism benefits both people and the planet.
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