In early 2024, ENIT presented a landmark climate‑sensitive tourism study at BIT Milan, developed by Fondazione Santagata SGA in collaboration with Studio Giaccardi & Associati. This data‑driven research introduces the concept of “Climate‑Sensitive Tourism” and benchmarks how European and Italian enterprises and regions are adapting to climate change.
What Is Tourism Climate‑Sensitive?
“Tourism Climate‑sensitive” refers to tourism products, services, and destinations that actively integrate climate risks and adaptation into all aspects of planning, marketing, and experience design. These actions aim to meet the needs of climate‑aware travellers—who weigh climate data and adaptation capacity as heavily as price, service, and sustainability credentials.
Research Scope & Methodology
- Timeline: Data collected between 30 October and 30 November 2023, using both academic and official sources.
- Objectives:
- Define the tourism sector’s climate sensitivity;
- Identify European and Italian destinations and businesses implementing adaptation measures;
- Assess climate impact on selected Italian regions;
- Benchmark climate‑adaptation factors;
- Offer actionable recommendations to ENIT stakeholders.
Key Findings: Drivers of Change
- Tourism businesses and destinations are responding to climate disruption—such as heatwaves, water scarcity, and extreme weather – by innovating in infrastructure, services, and marketing.
- Climate‑sensitive travellers (often aged 18–35) prioritize destinations’ climate adaptability when choosing where and when to travel.
- Destinations in Mediterranean regions (e.g. Sicily, Sardinia, Tuscany, Calabria, Emilia‑Romagna, Veneto, Puglia, Basilicata) were specifically assessed for vulnerability and resilience strategies.
Benchmarking Climate Adaptation Factors
The research benchmarked destinations and businesses based on:
- Climate mitigation efforts (e.g. carbon reduction, energy efficiency);
- Adaptation strategies (e.g. alternative offerings during heatwaves, water management models);
- Communication transparency (climate data availability, safety measures);
- Nature‑based and smart tourism investments.
Nine Italian regions were evaluated in-depth for their tourism climate resilience, highlighting areas with both urgent challenges and proactive adaptation plans.
Why It Matters
- Authenticity & Safety: Climate‑aware travellers expect transparency about a destination’s climate risks and mitigation steps.
- Reputation Risk & Recovery: Social listening data shows that climate events (e.g. fires, floods) significantly affect online reputation—but destinations with visible adaptation strategies recover faster.
- Market Differentiation: Proactive climate sensitivity becomes a competitive edge, especially as demand shifts toward cooler, resilient destinations during summer.
Recommendations for Stakeholders
The report concludes with a set of strategic guidelines for ENIT, regional authorities, and tourism businesses, including:
- Integrating adaptation into strategic planning and marketing;
- Using climate‑data dashboards and indexes, such as a “Tourism Climate Index”;
- Enhancing eco‑infrastructure (water reuse, shading, cooler zones);
- Engaging stakeholders in co‑planning and public awareness;
- Monitoring seasonality patterns and shifting operations to shoulder months when appropriate.
In Summary
This ENIT study introduces a transformative lens: tourism as a climate‑sensitive industry, where resilience, transparency, and innovation define future success. By recognizing both emerging traveller profiles and environmental vulnerabilities, it provides a roadmap for sustainable tourism evolution in Europe and Italy.