1. Fare clic per modificare lo stile del sottotitolo dello schema 25/03/2010PRESERVE – Alba Julia 17 March 2010 “ENVIRONMENTAL SUSTAINABILITY AND TERRITORIAL GROWTH: what is happening in the Province of Siena ( Terre di Siena ) ” Sonia Pallai Head of Tourism at Confesercenti - Siena PRESERVE – Alba Julia 17 March 2010

2. 25/03/2010PRESERVE – Alba Julia 17 March 2010 WHERE WE ARE 36 Towns (Municipalities) in Province of Siena 250.000 Residents (roughly) 22

3. Click to edit the outline text format Second Outline Level  Third Outline Level Fourth Outline Level  Fifth Outline Level  Sixth Outline Level  Seventh Outline Level  Eighth Outline Level Ninth Outline LevelFare clic per modificare stili del testo dello schema – Secondo livello Terzo livello – Quarto livello » Quinto livello 25/03/2010PRESERVE – Alba Julia 17 March 2010 TOURISM IN SIENA AND THE PROVINCE HOSPITALITY 2738 Accommodations (Hotels, B&Bs, Campings, Farm- holidays, etc…)  433 Hotels  1091 Farm - holidays (agriturismo)  63.145 beds  29.834 in Hotels TOURIST DEMAND 4.520.634 presences (arrivals x night - stay) 1.318.860 arrivals (one night - stay at least) 3,43 days: average stay in Terre di Siena Estimated number of people who do not overnight : 7 times the presences. Fonte: Amministrazione Provinciale di Siena 33

4. 25/03/2010PRESERVE – Alba Julia 17 March 2010 Every year thousands of tourists come to Siena and the surrounding area.Visitors are always welcome in “Terre di Siena”, and tourism has become one of the most important local industries.However, the tourist industry also represents one of the greatest threats both to the beauty of the manmade and the natural landscape, and to the integrity of the local culture. 44

5. 25/03/2010PRESERVE – Alba Julia 17 March 2010 We are a Province which counts up to four UNESCO sites. This involves a big responsibility to everybody. The sites are: 1) Siena 2) San Gimignano 3) Pienza 4) Parco della Val d’Orcia (Protected area) 55

6. Click to edit the outline text format Second Outline Level  Third Outline Level Fourth Outline Level  Fifth Outline Level  Sixth Outline Level  Seventh Outline Level  Eighth Outline Level Ninth Outline LevelFare clic per modificare stili del testo dello schema – Secondo livello Terzo livello – Quarto livello » Quinto livello 25/03/2010PRESERVE – Alba Julia 17 March 2010 The responsibility for safeguarding these sites is so great that it should not be left solely to individual city councils. We need to involve the ENTIRE COMMUNITY and the TOURISTS. The entire community must be made aware of the need to protect their local environment. Tourists have the duty to act responsibility, doing nothing that might harm our extraordinary inheritance. 66

7. 25/03/2010PRESERVE – Alba Julia 17 March 2010 Sustainability is the key for tourism development and for the growth of the territory. E nvironment, landscape, art, local culture and food and wine traditions of the tourist destinations are the most important elements to be competitive on the market. They must be carefully protected 77

8. 25/03/2010PRESERVE – Alba Julia 17 March 2010 WHAT WE HAVE DONE IN SIENA FOR SUSTAINABLE TOURISM In 2003 the Sienese Tourist Boards organized a series of discussion groups all over the Province of Siena in which the local impact of tourism could be assessed, and plans could be made for the future. Every local group agreed on the urgent need to develop a strategy for sustainable tourism. 88

9. Click to edit the outline text format Second Outline Level  Third Outline Level Fourth Outline Level  Fifth Outline Level  Sixth Outline Level  Seventh Outline Level  Eighth Outline Level Ninth Outline LevelFare clic per modificare stili del testo dello schema – Secondo livello Terzo livello – Quarto livello » Quinto livello 25/03/2010PRESERVE – Alba Julia 17 March 2010 This sustainable strategy was to be founded upon two principles: A long – term economic strategy that reflects absolute respect both for the natural environment and for the social and cultural traditions of the area. Tourism should be seen as an exchange of social and cultural values. These two principles lies at the heart of any successful tourist activity. 99

10. Click to edit the outline text format Second Outline Level  Third Outline Level Fourth Outline Level  Fifth Outline Level  Sixth Outline Level  Seventh Outline Level  Eighth Outline Level Ninth Outline LevelFare clic per modificare stili del testo dello schema – Secondo livello Terzo livello – Quarto livello » Quinto livello 25/03/2010PRESERVE – Alba Julia 17 March 2010 Three of the most important projects that we have done since then: “CITIZEN OF THE TERRE DI SIENA” (addressed to Tourists) “VALUABLE GUESTS” ->“Hospitality that cares about the environment, its beauty and tradition” (addressed to hotels/ B&B/ Restaurants/etc…) ACADEMY FOR SUSTAINABLE TOURISM “Palazzo al Piano” 1010

11. Click to edit the outline text format Second Outline Level  Third Outline Level Fourth Outline Level  Fifth Outline Level  Sixth Outline Level  Seventh Outline Level  Eighth Outline Level Ninth Outline LevelFare clic per modificare stili del testo dello schema – Secondo livello Terzo livello – Quarto livello » Quinto livello 25/03/2010PRESERVE – Alba Julia 17 March 2010 “CITIZEN OF TERRE DI SIENA”  The charter, signed by the local organizations representing the residents of “Terre di Siena”, can be signed by visitors too. This is an opportunity for them to become honorary citizens of “Terre di Siena” taking on both the rights and the responsibilities of the full-time residents, and establishing a link with the local community. “Terre di Siena” are delighted to invite their visitors to sign the charter for sustainable tourism and to become HONORARY CITIZEN OF “TERRE DI SIENA”. 1111

12. Click to edit the outline text format Second Outline Level  Third Outline Level Fourth Outline Level  Fifth Outline Level  Sixth Outline Level  Seventh Outline Level  Eighth Outline Level Ninth Outline LevelFare clic per modificare stili del testo dello schema – Secondo livello Terzo livello – Quarto livello » Quinto livello 25/03/2010PRESERVE – Alba Julia 17 March 2010 Signing the Charter both residents and visitors are committed to respect its principles. Principles of the charter: 1 - PRESERVE THE LOCAL IDENTITY (HISTORY, TRADITION, NATURAL LANDSCAPE) 2 - PROMOTE THE LOCAL ECONOMY. The Charter make provision for “Duties of the local community” and “Duties and Right of the honorary Citizens of Terre di Siena” For more information about the project www.terresiena.it 1212

13. 25/03/2010PRESERVE – Alba Julia 17 March 2010 “VALUABLE GUESTS” “Hospitality that cares about the environment, its beauty and tradition” The Project: 1) Respect of the Charter’s principles 2) Creation of an integrated tourist circuit 1313

14. 25/03/2010PRESERVE – Alba Julia 17 March 2010 INTEGRATED TOURIST CIRCUIT The circuit coordinates the hospitality services with the typical products of the local agriculture and crafts. The circuit is comprised of: - Different types of accommodations (farm- holdays, B&Bs, hotels) - Restaurants, wineries and bars - Agricultural, craft and commercial enterprises. The operators are required to respect a CODE OF CONDUCT complying with the principles of sustainable tourism. The key values of the code are: SUSTAINABILITY, QUALITY, TRANSPARENCY, PARTNERSHIP. 1414

15. 25/03/2010PRESERVE – Alba Julia 17 March 2010 All these operators are able to offer and share with visitors their passion for the local nature, landscape, art, culture and typical local produce. Moreover they protect the enviroment, paying special attention to energy saving and water conservation. They strive to reduce the production of waste and favour recycling. They minimise the use of disposable and polluting products. They use local products. 1515

16. 25/03/2010PRESERVE – Alba Julia 17 March 2010 BENEFITS The integrated tourist circuit has a special promotion by the local tourist boards such as inclusion in holiday packages, partecipation in trade shows and workshops, creation of a specific web-site (www.turismosostenibile.terresiena.it) 1616

17. 25/03/2010PRESERVE – Alba Julia 17 March 2010 “Palazzo al Piano Academy” A project for sustainable tourism “Palazzo al Piano” is a local business academy operating in the tourism field. Its goal is to offer an opportunity to the local small enterprises to improve their knowledge and their quality in order to be more competitive on the Italian and international market. Just to let you know since the beginning of the year more than 450 small enterprises and businessmen attended the four scheduled lessons. A few years ago, the idea of setting up an Academy for Soustainable Tourism in Siena, inside the project of “Palazzo al Piano” was presented by Eurobic Toscana Sud in the context of the European cooperation project (Interreg IIIC). At the moment they are planning to develop the project in the near future. (www.palazzoalpiano.it) 1717

18. 25/03/2010PRESERVE – Alba Julia 17 March 2010 WE REALLY BELIVE THAT THE DEVELOPMENT OF SUSTAINABLE TOURISM IS AN INNOVATIVE OPPORTUNITY FOR TOURISM. Thank you, Sonia Pallai – www.confesercenti.siena.it 1818