The World Travel and Tourism Council and IC Bellagio have partnered to launch a new consumer campaign focused on Community Conscious Travelraising awareness of how responsible tourism can positively impact the communities travelers visit each year.
The campaign will launch in full ahead of the 2024 summer peak tourist season, with video narration across its social media platforms.
Community Conscious Travel features Italy as its first case study and highlights the positive impact of tourism on preserving cultural heritage, while also providing recommendations on how travelers can visit the country more responsibly. Tourism in Italy is worth more than €215 billion, supports almost three million jobs and employs more women and young people than many other industries.
The campaign focuses on how responsible tourism can benefit both the travelers who visit and the residents who live there, while making small, thoughtful changes, like traveling out of season.
“In travel and tourism, the importance of people cannot be overstated,” said Andrea Grisdale, CEO and founder of IC Bellagio. “They are the lifeblood of this vibrant industry, intrinsic to the experience travel provides and, ultimately, the economic growth it creates… We hope local stories will encourage global dialogue, motivating others to share solutions that can be implemented over time. we associate the quality of life of residents with the opportunities offered by tourism.
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