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The Importance of Sustainable Tourism in Reversing the Trend in The Vol. 12 N.o 3. Special Issue. Págs. 549-563. 2014 https://doi.org/10.25145/j.pasos.2014.12.041 www.pasosonline.org Rebecca Goulding, Edmund Horan, Lee Tozzi The importance of sustainable tourism in reversing the trend in the economic downturn and population decline of rural communities Rebecca Goulding* Edmund Horan** Lee Tozzi*** University, Melbourne (Australia) Abstract: Across the world there is an ever increasing trend of human migration from rural areas and in particular small settlements to urban centres. Migration to urban centres is most prevalent in the young adult age groups, which affects traditional industries such as agriculture and associated services, and thus threatens the sustainability of rural settlements. In some rural towns, a decline in population and agricul- ture has led to their social and economic deterioration. This paper presents small settlements, two in Italy and two in Australia, which have leveraged locality very effectively to develop a thriving tourist industry. The study provides a comparison and evaluation of data on visitor numbers and tourism expenditure in these regions demonstrating success and growth trends. It is shown how various industries other than tour- ism often in conjunction with unique characteristics or assets of an area create a major draw card for tour- ists. Thus providing significant economic, social and environmental benefits to these areas. Key Words: rural tourism, population trends, sustainable tourism, resilient communities, rural economic growth, socio­‑economic sustainability, rural assets La importancia del turismo sostenible en la reversión de la tendencia de la desaceleración económica y la población declive de las comunidades rurales Resumen: A nivel mundial existe una tendencia cada vez mayor de desplazamiento de personas en zonas rurales, particularmente en pequeños asentamientos, a los centros urbanos. Este desplazamiento es más común en grupos de edad jóvenes, afectando industrias tradicionales como la agricultura y sus servicios aso- ciados, amenazando por ende la sostenibilidad de asentamientos rurales. En algunos pueblos de zonas rura- les, la disminución de población y reducción de la agricultura ha conducido a su deterioro social y económico. Este artículo presenta el caso de pequeños asentamientos, dos en Italia y dos en Australia en los cuales se ha eficazmente fortalecido la localidad para desarrollar una próspera industria del turismo. Este artículo provee una comparación y evaluación de los registros del número de visitantes y el aporte del turismo en estas regiones, demostrando su éxito y tendencias de crecimiento. También se presenta como a menudo otras industrias, aparte del turismo en conjunto con características únicas o activos de una zona, crean un atractivo importante para los turistas. De este modo se están proporcionando beneficios económicos, sociales y ambientales significativos a estas áreas. Palabras Clave: Turismo rural, tendencias demográficas, turismo sostenible, comunidades sólidas, creci- miento económico rural, sostenibilidad socio­‑económica, valores rurales. * PhD. RMIT University, Melbourne (Australia), E­‑mail: [email protected] ** PhD. RMIT University, Melbourne (Australia), E­‑mail: [email protected] *** MSc Student. RMIT University, Melbourne (Australia), E­‑mail: [email protected] © PASOS. Revista de Turismo y Patrimonio Cultural. ISSN 1695-7121 550 The importance of sustainable tourism in reversing the trend in the economic downturn… 1. Introduction (2012). Umbria experienced a 10 percent decline in the number of young people 18 to 30 years of Across the world there is an ever increasing trend age (as shown in Figure 1) up to the year 2001, of human migration from rural areas and in parti- compared with an increase of more than 30 percent cular small settlements to urban centres. A paper by in people over 70 years of age (refer to Figure 2). Tozzi and Horan (2012) details the trend of human migration from rural areas to cities and the drain on human capital and associated socio economic stresses Figure 2. Population of 70+ year olds in on rural regions and small towns, with a particular Umbria, Central Italy. focus on trends in Europe and Australia. Tozzi and Horan (2012) explain that ‘broad de- 90000 mographic trends across Italian and French regions 80000 reveal that many, which have historically featured 70000 n 60000 o a large number of small rural settlements and i t a 50000 Males l towns, have experienced depopulation at various u p 40000 Females o times post World War Two, driven by migration P 30000 to larger urban centres. This has been due to 20000 the declining viability of traditional agricultural 10000 activities and a lack of alternative employment 0 2 3 4 5 6 7 8 9 0 1 9 9 9 9 9 9 9 9 0 0 9 9 9 9 9 9 9 9 0 0 opportunities (Kneafsey, 2000; Philips, 2003, p 1 1 1 1 1 1 1 1 2 2 465) Furthermore, Tozzi and Horan (2012, p 465) Year describe a similar trend in Australia with small Source: Italian Institute of Statistics (2009) towns experiencing population stagnation or decline over the last several decades. Possible reasons A similar trend can be seen in Australia. This for this decline are listed in Regional Victoria’s Trends and Prospects 2010 (McKenzie and Frieden, is demonstrated in Figure 3, which shows the 2010, p 3) and include: ‘capital intensification of hollowing out of the 20 to 34 year age profiles for agriculture requiring fewer workers; rationalization outer regional areas in Australia. On the other of services into fewer, larger centres; increased hand, major cities within Australia have a much personal mobility allowing people to access goods higher youth retention and thus proportion of and services further away; and increasing economic young adults. This trend of youth migration out and social attractiveness of urban lifestyles.’ of rural settlements has serious implications to the sustainability of these townships. The loss of traditional services such as agriculture is under Figure 1. Population of 18­‑30 years old in threat and a large reproductive potential, asso- Umbria, Central Italy. ciated with young adult groups, is lost to rural populations (McKenzie and Frieden, 2010; Tozzi 76000 and Horan, 2012). 74000 72000 1.1. Impacts and Benefits of Rural Tourism n 70000 o i t In some rural settlements, a decline in popula- a Males l 68000 u p F emales tion and traditional services such as agriculture has o P 66000 led to the social and economic deterioration of these 64000 settlements. Tozzi and Horan (2012) describe how 62000 some small settlements in Europe have leveraged 60000 their unique characteristics through tourism and 2 3 4 5 6 7 8 9 0 1 9 9 9 9 9 9 9 9 0 0 9 9 9 9 9 9 9 9 0 0 successful primary production industries unique 1 1 1 1 1 1 1 1 2 2 Y e ar to an area to create sustainable socio­‑economic townships. In Australia, with the decline of many Source: Italian Institute of Statistics (2009) traditional industries, tourism is becoming a major contributor to rural and regional economies. Population loss from small towns is often most Cities, particularly international gateway cities, prevalent in the young adult age groups. An exam- are often the dominant destinations for many tou- ple of this trend in the region of Umbria in central rists. For example, Sydney, Australia’s largest city, Italy, a mountainous area containing many small is the country’s most visited tourist destination towns and villages, is presented in Tozzi and Horan (Hunt and Prosser, 1998). However, often prominent PASOS. Revista de Turismo y Patrimonio Cultural. 12 N° 3. Special Issue. Mayo 2014 ISSN 1695-7121 Rebecca Goulding, Edmund Horan, Lee Tozzi 551 Figure 3. Population Pyramids for Broad Regions of Australia, 2001. Source: (Australian Research Council Research Network in Spatially Integrated Social Science, 2007) tourist attractions and landscapes are located As the Italian term suggests, it involves a hotel outside major cities. Furthermore, many niche distributed or scattered throughout the village – the tourism markets such as agri­‑tourism, eco­‑tourism, village becomes a hotel. Without changing the wine tourism, health and wellness tourism are also historic built environment of the village, indivi- centered in regional areas. For example, 72% of dual homes and buildings are transformed using wellness tourism services in Australia are located traditional materials. in regional areas (Voigt et al., 2010). The concept is the brain child of Daniele Kihl- The development of tourism surrounding these gren and company Sextantio Albergo Diffuso, which unique characteristics and attractions in rural involves purchasing whole villages and two have areas provides major assets to these settlements already been developed. One village, Santo Stefano through the potential to increase economic activity di Sessiano in the Abruzzo region, is a traditional (Carlsen et al., 2008). Additionally, tourism can hilltop village established in the middle ages. It have other flow on effects on a township, such once had a population of 3,000 which had dwindled as the requirement to improve communication to 100 at the turn of the century (Bain, 2013), when infrastructure and training facilities and the Kihlgren commenced purchasing property. In the development and maintenance of transportation Basilicata region of southern Italy the village of (Bolin and Greenwood, 1998). Sassi di Matera has also been transformed by When tourism is well planned and managed, Sextantio Albergo Diffuso. In some instances in this rural areas can benefit not only economically but village, caves formerly used for habitation by cave also socially and environmentally (Hunt and Pros- dwellers or as pens for stock have been converted ser, 1998). The latest regional tourism strategy for to expensive hotel accommodation. regional Victoria, Australia (Tourism Victoria, 2009, The economic benefits for the village and re- p 17) suggests that social benefits may ‘include gion are significant.
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