Trentino Marketing’s 2024 strategic framework outlines a new tourism model: balanced, green, and resilient. This vision prioritizes integrated environmental stewardship, community engagement, and climate responsiveness as central to the region’s identity.
Strategic Priorities & Climate Response
Trentino aims to build a climate-resilient tourism economy underpinned by GSTC-aligned standards and the provincial sustainability strategy. Key goals include:
- Promoting conscious mobility, especially in valleys like Ledro with low-impact transport plans.
- Expanding nature-based tourism and environmentally sensitive hospitality beyond seasonal pressures.
- Embedding local enotourism and cultural routes into destination products, enhancing both diversity and quality.
Four-Stage Governance Approach
The sustainability framework builds on four stages in destination development: awareness → agenda‑setting → action → monitoring, reflecting scientific best practices. Trentino Marketing integrates this through:
- Province‑wide alignment with Agenda 2030 and integrated tourism laws.
- Sectoral consultation to present clear strategic tourism direction rooted in shared values.
- Ongoing collaboration with networks like Garda Trentino, GSTC certification partners, and local communities to shape resilient development path.
Key Initiatives & Projects
1. Val di Ledro Mobility Strategy
A landmark project forging affordable, eco-conscious mobility plans for visitors and residents—keeping mountain valleys accessible without increasing traffic congestion or environmental stress.
2. Open-Air Tourism Expansion
Camping, trekking, cycling, and other outdoor offerings consistently bring in substantial economic benefits—€200 million annually—while preserving nature and dispersing flow across seasons.
3. Winery & Cultural Routes
In 2023–2024, Trentino launched enotourism and heritage routes, coordinating with wine growers, local artisans, and cultural stakeholders, blending gastronomy with regional storytelling.
4. Ecomuseo & Nature Reserves
Networks like the Ecomuseo della Valle dei Laghi preserve and communicate Trentino’s water-related heritage, traditions, and landscape stewardship through immersive education and activities.
Outcomes & Vision
Trentino’s tourism vision aligns sustainability with socioeconomic enrichment:
- Diversified experiences beyond peaks and ski seasons.
- Empowered local community actors via bottom-up inclusive tourism.
- Climate awareness embedded into destination strategy.
- Clear path to GSTC certification and provincial sustainability alignment.
The goal: transform Trentino into a leading sustainable Alpine destination, where tourism sustains local identity, ecology, and climate resilience.
In Summary
Trentino Marketing’s plan presents a compelling model: sustainable tourism grounded in mobility equity, nature-based experiences, cultural activation, and climate alignment. As the region sets its course for 2030, its approach exemplifies how Alpine destinations can flourish while respecting environment, culture, and year-round economic vitality.