!1 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.