Unexpected Italian Tuscan city leading charge in sustainable tourism

Grosseto, a city long overshadowed by Tuscany's more famous destinations, has emerged as a beacon of sustainable tourism.

Despite Tuscany’s reputation as a premier holiday destination, Grosseto has often flown under the radar, Caliber.Az reports citing the foreign media.

Known for its rich historical center, sprawling nature reserves, and nearby beaches, this Tuscan gem has remained surprisingly low-key compared to the more famous Florence and Siena, which are just an hour away.

When I ventured to Grosseto for the first time in early spring, it was a part of Tuscany that had somehow eluded me, even after five years of living in Italy. While Tuscany is synonymous with travel icons, Grosseto—with its captivating blend of history, nature, and coastal charm—has largely been overlooked by both international tourists and even many Italians.

However, this once-overlooked Tuscan city is now making headlines as the 2024 European Green Pioneer of Smart Tourism. Chosen from a pool of 40 contenders, Grosseto has earned this prestigious accolade from the European Commission for its innovative approach to sustainable tourism. The award highlights emerging destinations that exemplify best practices in responsible tourism, serving as models for other European cities and towns.

"Grosseto's recognition as a Green Pioneer of Smart Tourism reflects years of dedicated work to enhance our natural and cultural heritage," said Antonfrancesco Vivarelli Colonna, the mayor of Grosseto. "This accolade marks the beginning of our journey toward a greener and more sustainable future for our city."

As the first Italian city to receive this honor, Grosseto aims to showcase how responsible tourism can be effectively implemented in a country renowned for its top travel destinations. While iconic locales like Venice, Positano, and Cinque Terre grapple with the challenges of mass tourism, Grosseto offers a refreshing example of how lesser-known Italian destinations can promote more sustainable travel practices and attract visitors seeking a more authentic and meaningful experience.

Grosseto’s historical city center, encircled by well-preserved medieval walls and dotted with centuries-old architecture, rivals any Italian “centro” in charm and visual appeal. Yet, it’s the city’s natural attractions that truly distinguish it. Just a short drive west from the city center, I found myself in the expansive 9,000-hectare Regional Park of Maremma, which stretches from the Uccellina Mountains to the Tyrrhenian Sea.

Within this vast park, the landscape transitions from pine forests and wheat fields to flat, dusty plains inhabited by wild horses and the native horned Maremma cows. The scenery evokes a sense of the African savannah rather than the traditional Tuscan countryside, and the park is bordered by long, pristine sandy beaches scattered with driftwood. This unique blend of historical and natural attractions positions Grosseto as a model for sustainable tourism in Italy.