Sustainable tourism in southern Italy: integrated strategies for rural areas

Regarding tourism as a rapidly evolving phenomenon, we must consider the whole complexity that characterizes this industry. Several aspects have to be taken into account: in addition to social, cultural and economic factors, we should reflect on the environmental dimension, which nowadays represents the most complicated and potentially damageable factor. This sector involves many activities that require strong coordination, various operators, and above all the exploitation of local resources that mostly can not be reproduced. In order to defend territories from irreparable damages, these actions must be regulated and overseen by authorities. During the last few years, tourist flows, which are influenced by users’ age, interests, income and spare time, have changed to meet the latest people’s needs. Currently tourists travel more frequently in order to flee from everyday duties and responsibilities, so they choose nearer and cheaper destinations for short trips. People want to avoid crowded zones, therefore diverting tourist flows towards the countryside and small villages, with great potential but so far almost unknown, can be a good opportunity for their economic development. Focusing on Italy, where tourism is a pillar of national economy, it is mainly chosen for culture, food and wine by now. The important event of the election of Matera as European Capital of Culture 2019, represents a significant challenge for the surrounding territories, which are weak, vulnerable, and therefore not ready to accommodate many people yet. The article, after a design experimentation in this area, proposes integrated strategies, which bring together economic, cultural, ecological, energetic and architectural aspects, in order to tackle the increase of mass tourism. The main goals are to promote, enhance and protect these fragile areas, to guarantee their integrity for the future, through a project able to meet the new needs.