Sustainability of Rural Tourism in Tuscany

SUSTAINABILITY OF RURAL TOURISM IN TUSCANY

Sarah Bluett

HECUA 2017 !2

Abstract

The focus of my Independent Study Project is the sustainability of rural tourism in

Tuscany and whether or not the livelihood of the native people and their culture, the landscape and its biodiversity and lastly the local economy can be maintained in conjunction with the growth of tourism. Based on past developments and current conditions, this paper provides a few solutions in order to create a holistic proposal for stakeholders in rural tourism to encourage the growth of sustainable forms of activities. This paper discusses what rural tourism is as well as what specific landmarks or activities are motivators for visiting the Italian countryside within the region of Tuscany. Next there is a broad overview of how it has impacted Tuscany in social, environmental and economic terms from the 1980’s to the present. Because of Tuscany’s strong presence in this sector, there is a great deal of pressure stifled behind its groundbreaking success.

However, if there is not equal balance in the importance of all dimensions, then there is no assurance that rural tourism is sustainable and will continue to be so in the future. Ultimately, the local communities, tourists, and government play the most important roles in the future of rural tourism and its sustainability. This can be achieved through the mindful awareness of carrying capacity of the tourist destinations and growth in things such as ecotourism and slow tourism sectors.

1. Introduction

Since the 1980’s and 1990’s there has been a steady increase of tourism in Italy and it continues to be a key destination for families and young individuals for vacations today

(Encyclopedia Brittanica, 2017). In fact, tourism in Italy employs approximately 2.5 million !3 people (Santucci, 2013). The country’s historical figures like Leonardo di Vinci and

Michelangelo, renowned food and wine, designer brands and fashion industry and the Vatican

City are a few of the major attractions for tourists to visit cities like Firenze, Roma, Milano and

Venezia. Alternatively, rural tourism is another form of experiencing Italy whether it be urban dwellers escaping the crowded cities or foreigners looking for a unique adventure at a farm or a quiet setting in nature.

Tuscany’s economy flourished after the end of World War II, and the period between the

1950’s and 1970’s is known as “the golden age” due to the growth of the industry sector

(Crescini and Pela, 2008). Conversely, after the devastation of the war, there was a decline of agriculture and eventually the mezzadria system, and the countryside in the Toscana region

(Figure 1) suffered heavily. In addition, the modernization of rural landscapes and intensive agricultural activities resulted in “the over-exploitation of natural resources and unsustainable farming methods” (Quaranta et. al, 2016). Therefore, the rural areas required a new source of economic growth, in which the development of rural tourism offered a viable solution. Not only did it contribute to multiple income streams for farmers, but also bolstered the local economy as well as highlighted the food culture and traditional way of living in rural Tuscany (Randelli et al.,

2014). Examples of this include direct sales of meat and cheese products, olive oil, fresh produce, and wine (OECD Rural Policy, 2009). Another innovation was social farming and initiatives like didactic farming and other ventures of social co-operatives. At the time, it was a resourceful way of using existing structures to create a well-rounded approach to welfare services which as a result enhances “the development of the rural territory as an engine of economic and social integration” (Fazzi, 2010). !4

Figure 1. Map of Tuscany. Source: http://explo-re.com/wp-content/uploads/2017/07/Tuscany-map.jpg

As regional and local stakeholders become more involved in the establishment of touristic destinations, the wider the range of concerns for the future of tourism become. In order to maintain the quality of life of rural residents in these locations coupled with the growth of tourism, it is imperative to consider all factors of the landscape including: local culture, natural resources, environment, economy and well-being of the citizens. Sustainable tourism as defined by the United Nation World Tourism Organization is the “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities” (UNWTO, 2010). This definition offers a more holistic approach to tourism in the Tuscan countryside and opens the discussion for new !5 topics like tourist congestions, resource depletion and the well-being of the people living in tourist destinations. Taking these factors into consideration, it is important to address both the positive and negative effects of the most popular form of rural tourism—agriturismo. Along with the traditional agricultural activities, there are other activities which can be carried out by the business such as biodiversity conservation, recreational activities, educational experiences, etc.

Despite the benefits of this form of tourism, the most important question to be asked is: how can rural tourism improve for the future and become a more sustainable, yet enjoyable experience for tourists and residents in the Tuscan countryside?

2. History of Rural Tourism

The Tuscany region and its agricultural production relied exclusively on the sharecropping system up until the World War II. After the war, the agricultural sector began its decline with the loss of traditional farming methods and eventually the work force shrank to one- third of its original size by the 1970’s; meanwhile, urban areas of Tuscany experienced almost two decades of unprecedented economic growth (Gaggio, 2017). This development can be attributed to the success of “light industries” which focused on small firms with specialized skills such as clothing and textiles (Crescini and Pela, 2008). Because of more job opportunities and consistent markets in industry, more and more young people moved to urban areas; thus, the agricultural sector declined steadily without anyone to support it. In other words, “the rural exodus shattered the coherence and legibility of the landscape and of the society that had shaped it” (Gaggio, 2017). As a result, the farmers still present in rural areas relied upon the introduction !6 of standardized farming and monoculture like olive groves and vineyards to survive and to make a profit. Suddenly, in the 80’s the exportation of olive oil and wine became a stable driver for the

Tuscan countryside (Randelli et al., n.d.) New businessmen and entrepreneurs from other parts of

Europe saw the potential in the land and its advantageous cost; through their investment in real estate within the Tuscany region allowed for the spread of tourism in the area. The abandoned villas and properties outlined with tall cypresses and winding roads became the perfect business venture as a new market of rural tourism was born.

Nowadays, advertisements for tourism activities show pictures of the picturesque hilly towns spattered with olive groves and vineyards characteristic to the area; highlighted in the center is typically an old stone villa with brick walls and doors painted rustic red. Villas like

Castello Sonnino and the farmhouse that our study abroad group occupies used to be a functioning podere. It should be noted that the infrastructure put in place over the span of the sharecropping system enabled rural tourism to be so successful together with the feature of the traditional agricultural landscape (Randelli et al., 2014). Rural tourism in its ‘purest form’ connects the land and its history with people, built environments and businesses, and the OECD outlines this clearly in its definition (Table 1). This definition is important because it set a strong precedent in the early 90’s of what rural tourism should exemplify. !7

OECD’s Rural Development Programme Rural tourism in its ‘purest form’ defined in 1994 by the OECD 1. Located in rural areas 2. Functionally rural - built upon the rural world’s special features of small-scale enterprise, open space, contact with nature and the natural world, heritage, ‘traditional’ societies and ‘traditional’ practices. 3. Rural in scale - both in terms of buildings and settlements - and, therefore, usually –but not always - small-scale. 4. Traditional in character, growing slowly and organically, and connected with local families. It will often be controlled locally and developed for the long-term good of the area. 5. Of many different kinds, representing the complex pattern of rural environment, economy, history and location.

Table 1. Description of rural tourism provided by the Organisation for Economic Co-operation and

Development

3. Types of Rural Tourism

In order to become a successful “functional destination” for tourism, the location needs 1) an identifiable image and/or brand 2) participation of local stakeholders 3) clear boundaries

(Making Tourism More Sustainable, 2005). The success story of rural tourism in Tuscany at present is a perfect indicator of the affinity for its municipalities to expand from small accommodations to a diverse activities in nature. A key part of the progress of rural tourism in

Tuscany was the growing popularity agriturismo. By addressing the usefulness of accommodations in Tuscany, it also shows how “Rural Tourism is [also] a stable driver of rural development…” (Randelli et al., 2014). In the year of 2003, Tuscany had over 1.2 million people from outside of Italy staying in an agriturismo (OECD Rural Policy, 2009). The Italian National

Institute of Statistics published the number of licensed agriturismo farms in the centre of Italy

(Table 2) : 7,195 accommodation services, 1,552 for tasting activities and 4,993 for other !8 activites including horse-riding, hiking, nature exploration, trekking, mountain bike, etc. (ISTAT,

2016).

Geographical Accommodatio Food service Tasting Other activities area n North 7,562 5,096 1,861 4,879 Centre 7,195 2,838 1,552 4,993 South and the 3,538 3,273 872 2,544 Islands Italy 18,295 11,207 4,285 12,416

Table 2. Licensed agritourism and the types of activities offered in the year 2015.

There has been a clear increase in the number of agriturismo facilities in Italy. In fact, from 1998 (8,905 recorded farms offering accommodations) to 2010 (19,973 farms with accommodations) there was “an average annual growth of +7.96%” (Santucci, 2013).

Rural tourism is unique because there is a myriad of activities in which an individual or family can partake in when spending time in the countryside. The marketing of gastronomy and wine and olive oil production are characteristic of small towns in Tuscany (Santucci, 2013).

However, activities are not limited to this; other motivators for travel are bike routes, pilgrimages, local festivals, and harvest time. A popular tourism website, Agriturist Toscana, lists other reasons for travel on their website: divine relax, gastronomic delights of the area, together with nature, biological, with children and Francigena. Along with these points for attraction, there is also the undertaking cost of the land maintenance for the purpose of presentation for !9

tourists “such as pathways, lakesides, natural ponds and rivers, which can be used by the agro-

tourists for walks and excursions” (Santucci, 2013). As shown in Graph 1, the two biggest

motivators of agritouristsa was Relaxation and Nature and this is a great indicator of how

important rural tourism is for individuals in Italy who are urban dwellers or foreigners seeking an

authentic experience amidst the natural environment. Therefore, the aesthetic of the landscape

and surrounding roads and fields should be free of any “blemishes” like trash, wreckage, etc.

Italians Foreigners Motivations of Agritourists (%) in 2009 100

0 Relaxation Nature Sports Exclusive Good price New place Food/wine Amusements Kid-friendly Culture

Graph 1. Information about agritourists’ motivations (Santucci, 2013).

Rural tourism is not limited to agritourism, for example, the pilgrimage route of Via

Francigena has slowly become a driver for sustainable development in Tuscany (Corinto, 2017).

The path connects different cities around Europe which are important to the Christian heritage.

Along with this, the Via Francigena “crosses the whole territory of Tuscany along its less

intensive tourist area, that is generally characterized by mountainous and/or hilly conditions, !10 long lasting minor socio--economic development, increasing depopulation and weakening productive capabilities” (Corinto, 2017). Not only is it unique form of religious tourism, but it also falls under the category of slow tourism. As a group, when we visited Monteriggioni and saw firsthand people who were on the route who walked to the location instead of arriving on the large tourist buses. There were many signs about the pilgrimage, and it ties in both rural pathways with almost no signs of human life and it leads into famous locations like Siena or

Lucca.

Furthermore, the modern day tourist searches for deeper meaning in excursions outdoors, such as the appreciation for not only nature, but also the experience of traditional life and cultural heritage (Quaranta, et al., 2016). Cities like Florence host paintings, buildings and stories of the past where many tourists are drawn, but as it soon becomes one of the biggest worldwide tourist attractions—the overcrowding deters some. Food and wine tastings have been another form of tourist attractions to rural areas. Our group has tried different cheese and wine products at places like Palagaccio, Col d’Orcia, and Castello Sonnino. As a whole, rural tourism built a foundation on farm accommodations, but this opened up the doors for growth of other activities too. Most importantly for this paper, the popularity of sustainable forms of tourism like green tourism, ecotourism, and slow tourism are paving the way for a new conversation about the role of tourism and how it affects the rural landscape and local identity, not merely the economy. !11

4. Existing policy and regulation

In 1985 there was the establishment of national law n. 730/1985 which provided a distinct foundation for the establishment of tourism in the context of a farm and its shifted the role of regulation to the regional governments. As a result, Tuscany was the first region to create legislation (n. 36/1987) on agriturismo—the first requirement being that tourism accommodations would be supplementary to the primary production of agro-food related activities (Randelli et al., 2014). Other than this legislation, the rural tourism sector is still in the developing phase of legislation that takes in account all production factors: the economy, environment and society. Organizations like the United Nations World Tourism Organization and

Local Action Groups offer helpful insight on how to better the infrastructure of tourism guidelines and also how to integrate sustainability in the goals.

The guidelines that are put in place suggest a united front, however, the importance of vertical integration of policy and regulation is integral to the sustainability of rural tourism.

Local Action Groups, set in motion through LEADER (Liaison Entre Actions de

Developpemment Economique Rurale), are most important for small businesses and tourism locations because the model can “stimulate new kinds of entrepreneurial activity” (OECD Rural

Policy Reviews, 2009). It also creates an opportunity for a community to become more united through discussion over cultural or environmental issues related to a given area. Graph 2 illustrates the resources from Pillar 2 of the Rural Development Plan for the Common

Agricultural Policy that are going towards the Tuscany Region. !12

Axis I Axis II Axis III Axis IV Assistance

10%1% 11% 39%

40%

Graph 2. Rural development resources by axes for Tuscany (Source: OECD Rural Policy, Italy 2009).

Approximately 83,911 Euros of the overall 839,114 was dedicated to Axis IV (LEADER) initiative. Tuscany is receiving the third highest amount for this Axis behind Sardinia and Veneto

(OECD Rural Policy, 2009). However, tourism is not the only other activity funded under the

LEADER initiative.

In addition, it is important for the involvement of policymakers in the progress of rural tourism so that there are rules in place to preserve the “integrity of tourist destinations” (Making

Tourism More Sustainable, 2005). Table 3 outlines some main points of concern for policymakers to keep at the center of the discussion of rural development. A unique establishment for the expansion of rural activities and marketing are the Regione Toscana goals for shaping territorial development. There has been the introduction of “two broad territorial visions”, one of which is called contemporary rural system. This initiative helps create a !13 cohesive idea of both activities in urban areas as well as rural territories and making them readily available to the public via the Internet (Corinto, 2017).

Maintaining high quality rural and urban landscapes as a tourism resource Policy Implications • Controlling intrusive new development, such as unsightly buildings. • Controlling activities that will damage landscapes, such as mineral extraction or destruction of forests. • Maintaining the fabric and facades of properties, especially historic buildings. • Maintaining traditional rural landscapes and features.

Table 3. A list of ways policy can encourage the rural areas and development of tourism.

5. Production Factors

The Economy

Rural tourism opens many doors for small farms to increase their income streams; that is through the growth of urban dwellers and foreign people visiting the countryside to experience nature or escape from crowded cities. In turn, it bolsters the local economy through the purchasing of goods at stores, restaurants and the influx of people entering a small town or passing through. It also has increased the movement to rural areas, even more young families and individuals are choosing to move to the countryside (Randelli et al., 2014). Overall, the growth of tourism has allowed for a more diversified income and more jobs for otherwise unemployed people. As of 2005, Tuscany’s employment by sector has been 3.9 percent in

Agriculture, 29.3 percent in Industry and 66.8 percent in Services (Making Tourism More !14

Sustainable, 2005). Agriculture is no longer the primary driver for economic development in rural areas, and the ones who operate farms typically have multiple activities/services offered like direct sales or accommodations in order to support themselves.

Another value added to certain products with the EU’s categories of Protected

Geographical Indication (PGI) and Denomination Protected Origin (DPO). These labels are dependent upon the “natural amenities and on local cultural assets” (OECD Rural Policy

Reviews, 2009). People escaping the cities are looking for unique, speciality products like olive oil and wine to taste and to also bring back home. This supports the gastronomic and agro- industries by enabling small farmers to produce things like cheese, olive oil, chestnut flour, etc. and receive specific labels that offer a price premium.

The Industrial Heritage and Agri/Rural Tourism study sponsored by the European

Parliament states, “Without the input and justification provided by rural tourism, the conservation of Europe’s rural landscapes, ecosystems, built environments, communities and cultures would be hard to justify. Many more farmers now realise the value of landscape and wildlife conservation, and that rural environments can produce wealth through visitation rather than solely through food production” (Industrial Heritage and Agri/Rural Tourism in Europe,

2013). This quote elucidates the importance of an economic gain on the side of the providers of the services, because without monetary compensation, it is difficult to convince people to invest in a public good if there is no return.

In regards to rural tourism, there are many factors that go into making a rural area successful in terms of economic development. There are social, physical and historical components like the history of Vinci and the birthplace of Leonardo di Vinci, that can be great !15 attractive features for tourism. On the other hand, the types of existing industries and community engagement can sometimes be obstacles to becoming well-known tourist attractions (Tortora,

2014). Without the correct knowledge of an area and the ability to market the services offered there is a gap in the establishment of a successful hub for business—especially in a rural place.

When done properly, “Linking rural tourism with cultural tourism can lead to the integration and diversification of tourism opportunities, and translate the tourist destination as a whole into a competitive destination” (Garau, 2015). However, without the willingness of a community to engage in networking and formulating a plan, it becomes stagnant and difficult to compete with larger companies, for example, hotels. The quote follows the main point of the paper, that a more thorough and participatory involvement from local communities in business initiatives like farm accommodations can be incredibly successful. It supports the demand of the tourists as well as creates a strong framework for the communities and everyone else involved.

A great example of this can be discovered in the case study that emphasized the need for community participation in the decision making about local businesses and of the services offered by neighbors and individuals in the same town. There should be awareness of local resources and accommodations that are offered in order to develop a coherent, strong integration of a rural town’s public and private goods. By using a case study example and the success of

Local Action Group, an initiative which is tied to Rete del Buon Vivere, it proves how both funds from CAP and local participation can function together. It also advocates for local action in terms of creating a stream of communication within sectors as well as a combination of producers in different sectors. This example is useful in my research because it proves how a long-term plan such as LAG and Rete del Boun Vivere Pacts can target local actors who play the biggest role in !16 bolstering the economy through creating a network whilst also preserving traditional ties in agricultural, culinary and artisanal outlets (Quaranta et al., 2016).

Socio-cultural

Consequently, tourism in any form has its downfalls and although it can provide jobs for local communities, there also runs the risk of selling an identity or rural gentrification. The latter occurs when “ex-urban members of the postindustrial middle class” move permanently to a rural location (Randelli, et. al, n.d.). It creates an precarious situation, when the middle class citizens pose the potential to bring in new ideas, businesses, etc., but they also raise the price of living and force out families of lower socio-economic status. It also raises the question of whose well- being is more important—the tourist or the local community?

There is some argument that tourism when managed properly, encourages the continuation of traditional practices and skills. It can be a “great conserver” because people are proud of their heritage and want to share it with other people. Despite an increasing dependence on rural tourism, without it there may not be as strong bond over cultural traditions. One guidebook argues in favor of the socio-cultural benefit because there is a tribute to the old ways of living and an appreciate for a place’s history and people (Making Tourism More Sustainable,

2005).

In contrast, the impacts of rural tourism on local culture and territorial identity can be negative because the quality of life of a local population is compromised. Some negative effects are “through restricting access to land and resources and leading to an increase in crime, sexual exploitation and threats to social and cultural traditions and values” (Sustainable Tourism for !17

Development, 2013). Also, in the process of offering service to tourists through experiences, it can risk commercializing a culture. The market and social media advertisements portray a specific image, but it may not fully represent the unique history of a place.

As a class we witnessed two examples of locations in Tuscany that have been marketed heavily, and the restaurants and stores are no longer authentic. Monteriggioni is a municipality in the province of Siena, it is a 13th century borgo that attracts people from all over the world.

There are tours, museums, small stores and more—but above all else, there are countless tourists.

When we visited I did not see any Italians who lived there. Another example is San Gimignano which is also a 13th century municipality. It is one of the busiest locations in all of Tuscany for its smaller size. Buses full of tourists who come from Germany, China, United States and more.

The local culture is almost unrecognizable and the people who do live in the area appear to be annoyed with tourists. The local people have their own spots to eat and shop; therefore, it makes the tourist experience an inauthentic one. These are two good examples of how the commercialization of a rural place with rich history and a distinct image can exploit the quality of life of the locals.

Environmental

According to the guidebook, “In 2010, UNWTO joined the global campaign to protect biodiversity as part of the United Nations International Year of Biodiversity”. It also addresses the most important dimension—the environment—and gives a clear set of goals to help mitigate the negative effects attributed to tourism. Organizations like this one are needed so that there are global standards and also acknowledgment of how tourism affects sustainable development, !18 however, with such a broad partnership, there is little room for support for branches like rural tourism whose needs and standards are slightly different than other parts of traveling (UNWTO,

2010). Nonetheless, a mindset for a global initiative instead of a local one could be dangerous in trying to represent and be wary of an abundance of cases.

The study done by the European Commission includes the twelve aims for sustainable tourism which includes: economic viability, local prosperity, employment quality, social equity, visitor fulfillment, local control, community wellbeing, cultural richness, physical integrity, biological diversity, resource efficiency, and environmental purity (Sustainable Tourism for

Development, 2013). The development of a rural tourism industry affects more than simply the groups of people visiting Tuscany. Both the direct and indirect implications of growing numbers in small towns year-round can drastically transform transportation systems, air and land quality and exploit cultural traditions in exchange for a thriving economy. Moreover, there is a deeper issue that goes beyond these issues and addresses the underlying social responsibility to consider the future of rural tourism also within the context of rural development. This tension between the preservation of a rich cultural heritage of Tuscan countrysides and the growth of small to medium sized farms offers a unique case study to the future of the coevolution of rural development and tourism. The increased flow of people in rural areas implies the greater use of non-renewable resources, increased CO2 emissions, and pollution of land and water (Sustainable

Tourism for Development, 2013). !19

6. The future of the Tuscan countryside

There are many looming issues which follow more broad discussions of things such as rural development and environmental degradation within the context of rural tourism. How will the landscape evolve in order to support and withstand the effects of rural tourism in Tuscany?

Who is responsible for ensuring the sustainability, integrity and quality of the existing structures and landscapes?

The significance of this topic is essential for scholars studying rural development and sustainability, but its target audience is local communities, policymakers and tourists. Although

Italian agriturismo depend upon the business of families from places like the US or other

European countries, it would be beneficial to raise awareness to tourists on more eco-friendly ways to travel and limit their ecological footprint. Many of the smaller touristic towns in Tuscany were not made to support the amount of buses of people that commonly arrive everyday. I hope this research project will enlighten people on the subject of the sustainability in terms of upholding the integrity of the Tuscan landscape and its resources. As consumers or business owners, it is essential to maintain a mindset of ecological awareness in all situations, including international travel for business, education or holidays, or managing a touristic site. Table 4 outlines three requirements to keep in mind for sustainable tourism. It points out the conservation of biodiversity and natural heritage (environment), the respect of native communities of the municipalities and their values (socio-cultural) and finally, a fair distribution of employment and benefits to local stakeholders (economy). Overall, sustainability requires the equal balance of all !20 three production factors within a given community.

Sustainable Tourism Requirements (as defined by Making Tourism More Sustainable - A Guide for Policy Makers, UNEP and UNWTO, 2005, p. 11-12) 1) Make optimal use of environmental resources that constitute a key element in tourism development, maintaining essential ecological processes and helping to conserve natural heritage and biodiversity. 2) Respect the socio-cultural authenticity of host communities, conserve their built and living cultural heritage and traditional values, and contribute to inter-cultural understanding and tolerance. 3) Ensure viable, long-term economic operations, providing socio-economic benefits to all stakeholders that are fairly distributed, including stable employment and income-earning opportunities and social services to host communities, and contributing to poverty alleviation.

Table 4. Proposed key points for a more sustainable tourism approach in the guide for policy makers.

Conclusions

Because this topic is still evolving, it is necessary to think of its effects as constantly changing and developing within a continuum. So not only is it a consideration for the future, but also an analysis of the past and an acknowledgment of its present condition. However, a historical perspective is useful but not the most efficient in grasping the social, environmental and economic significance of rural tourism in the present and soon to be future. The sustainability of any kind of business relies heavily on existing policy coupled with collective attitudes of consumers (tourists) and providers (farmers/business owners). Other stakeholders such as the local communities, Local Action Groups which can be composed of local stakeholders and co-funded through CAP (Axis IV, LEADER initiative), regional organizations and Italian legislature play equal roles in ensuring the sustainability rural tourism in Tuscany.

Some solutions to achieving this goal is the vertical integration of local, regional and national regulations on rural tourism. The first step is to involve the entire community in each rural area !21 to establish an understanding of the services and products offered. The next step is the accountability of tourists and farmers/business owners to find more eco-friendly ways of transportation, production and utilization. This could mean becoming an organic farm or offering direct sales as well as didactic farming, and so on. Finally, tourism should not be the primary source of economic and rural development. There has to be a balance because a growing rate of tourism in rural areas is even less feasible than urban areas because of the lack of accommodations and resources. !22

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