Tourism of cultures

When guests arrive, it is a celebration, for I encounter new stories and fresh opportunities. I’ve learned to understand and interpret the rhythms of time. I’ve combed my forests and softened my rough edges to offer a warm welcome. I’ve grown through diversity while remaining steadfast in my identity.

There’s a time to rush and a time to rest. We work hard, we come together, and then we breathe—in the scent of damp leaves after the rain. We patiently await the mushrooms, chestnuts, and the new wine…

Mass tourism

I’ve done some research and discovered that mass tourism wasn’t always a bad thing. When, in the mid-19th century, an unsuspecting printer named Thomas Cook offered the first organized, paid trips, travel transitioned from being a privilege for the few to a right for many. Thanks to faster transportation and increasing economic prosperity, the exclusive Grand Tour gave way to short, affordable holidays. It was a revolutionary concept—popular and democratic—allowing people to enjoy the fruits of their labour through enriching and rejuvenating experiences.

By the 1980s, we realized it was essential to change our approach: from "bite-and-run" tourism to one that’s mindful and considerate. In 1987, the World Commission on Environment and Development published the Brundtland Report, introducing the concept of sustainable development as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

” A year later, not to be outdone, the World Tourism Organization followed suit, launching the idea of sustainable tourism as “tourism activities developed in ways that remain viable in a destination for an unlimited time, without altering the natural, social, or artistic environment, and without obstructing or inhibiting the development of other social and economic activities.”

Sustainable tourism

It seems, however, that the World Tourism Organization’s idea was misinterpreted. By 2018, the term overtourism—or “too much tourism”—had emerged, earning a spot in the Oxford Dictionary. Ironically, it was overtourism, not sustainable tourism, that became a contender for word of the year!

I find this deeply disheartening.  I think the jury made a mistake. Here, in recent years, mass tourism has caused significant harm. I’ve listened to the locals, hoteliers, refuge operators, farmers, and tourists—they all agree: this can’t go on. From the destruction of entire ecosystems to pollution, from the impact of cars and planes to the erasure of entire cultural identities, the effects are undeniable. My valleys argue among themselves; some are overwhelmed, others forgotten. And in spring and autumn, the cycle repeats: feast or famine. The balance is missing.

So I pause, breathe— and imagine. I dream of soaring and feeling the fresh air of the peaks. I want those who visit me to feel the sun and wind on their skin, to experience the sweat, the effort, and the joy of accomplishment. It doesn’t matter if the journey is long or short; everyone has their own path. But my paths are through valleys, lakes, and mountains—quiet, reserved, a little secret. Hospitable lands.  I am Trentino, a place where relationships are given time to grow, one stitch at a time, one step after another. I am Trentino, capable of remaining silent, awestruck, listening to the bear’s song, the wolf’s howl, and the call of the golden jackal.

Responsible tourism

This is called responsible tourism or eco-friendly tourism, reflecting our way of being in the world. This moment of ecological transition can—and must—be an opportunity for the tourism industry to reinvent itself and move in the right direction. How? It’s up to every visitor to study before they travel, to arrive as a respectful guest, ready to give as well as receive. The Italian Association for Responsible Tourism teaches that sustainable tourism is founded on principles of social and economic justice and on full respect for the environment and cultures. It is a way of travelling that integrates with daily life—not an escape, but a discovery. It is a form of tourism that reveals hidden wonders and allows us to enjoy ourselves while respecting people and places.

Trentino tourism

“You’re a butterfly, not a caterpillar,” the Marmolada told me. “You’re grown now, and it’s time to stand tall, without regrets or whims.” No imitations, no waste of resources—there will be room only for nature, hospitality, and the authenticity of a land that learns from its mistakes and strides confidently into the future.

Yes, I’ve made up my mind! I will become an example of informed coexistence—a place where humans become part of nature, not the other way around. Here, there is room for everyone, as long as there’s respect for everyone. And if space runs out… well, we’ll leave out the cars and the concrete. To anyone who tells me, “It’s too hard, it won’t be easy!” I’ll respond with pride: “You don’t know my people! Resilient and proud, I know they will stay united in the face of this uncertain future. They will dream big, look far ahead, and walk the journey together, step by step. My people don’t keep pace with the times—they’re ahead of them, make no mistake!” That is when I understood: climate justice is the unbreakable bond between the rights of nature and human rights. I am both, and I need both to continue to exist.