Integrating Sustainability in a Historic Tourist Hub

Abstract

The democratization and globalization of travel have led to the development of novel challenges concerning the host society, the local economy and professional dimension, the environment and policy-making efforts. As a destination, Venice has dealt with a considerable flux of tourism for many decades. The pressures derived from such a phenomenon have been affecting the city and its surroundings. Despite the extensive research on sustainability, tourism carrying capacity, and various proposed solutions, the unique characteristics of each destination prevent a one-size-fits-all solution. This article explores such a body of research to provide context on the meaning of sustainability as related to society, the economy, and the environment, as well as offer examples of entrepreneurship and policy solutions rooted in Venice. Through the analysis of online and written sources, the article sheds light on the state of sustainability in Venice in line with the principles proposed by the United Nations SDGs. Finally, it provides suggestions for future research.

To reference this paper: 

Turetta, M., 2024. Integrating sustainability in a historic tourist hub: The case of Venice, Italy. In Towards Circular: Analysis of the coastal areas of Greece, Italy and Spain. Edited by Skupchenko, J.K. Think Tank AlterContacts. Available at: https://www.altercontacts.org/publications/towards-circular-2024/it-sd-3 

DOI: 10.13140/RG.2.2.12024.46089

Introduction

Venice has a long history, with the first relevant settlements around the Early Middle Ages. Throughout the centuries, it has gone through countless transformations, including a thriving Merchant Republic up to the 19th century, a province of the Austrian Empire and today, a world-renowned Metropolitan City.

Its current identity is triple. As a Metropolitan City, it oversees 44 municipalities, extending well into the mainland (Città Metropolitana di Venezia, 2024). As a municipality, Venice includes six sub-municipalities, including neighbouring islands (Murano and Burano, known for their artisanal production), a littoral area (Lido Pellestrina, mainly known for beach tourism), and four mainland areas (Porto Marghera and Mestre Carpenedo, known for their seaport and manufacturing contribution at national level, Chirignago Zelarino and Favaro Veneto) (Città di Venezia, 2022). The Island of Venice is the regional capital and tourist hotspot, with peaking pre-pandemic (2019) arrivals accounting for 5.523 million people (Città di Venezia: Assessorato al Turismo, 2020), down to 4.464 million in 2022 (Città di Venezia: Assessorato al Turismo, 2022). It is the second most visited province and city in the country, only following the metropolitan city of Rome and even above Milan and Florence (ISTAT, 2023).

This paper aims to provide insight into the city and its multifaceted identity. Tourism, the city's main industry, is in critical need of a sustainable overhaul, as overtourism is putting increasing pressure on the local economy, society, and environment. The conceptual exploration of sustainability in the city of Venice will try to answer the following question: To what extent are sustainability principles integrated in the tourism industry on the Island of Venice?

Methodology

This work aims to represent the state of Venice in relation to different facets of sustainability based on peer-reviewed journal articles, national and local legislation, and an overview of entrepreneurial initiatives in the area. The paper is structured accordingly in three separate sections. 

The literature review section presents peer-reviewed studies that relate to the economic structure of Venice and its relationship with tourism, its effects on the fabric of the resident society, and the impacts on the lacunar environment. These articles were gathered through online sources, i.e. JStor, Google Scholar and by exploring the work of university professors in the area. The main sources were in English and span across other geographical areas when relevant. Italian sources will provide important statistical data and definitions. Of the Venice-focused papers, Ca’ Foscari University of Venice and the University of Padua have a strong international component and have provided support in locating credible English-written works. The majority of the sources available are related to economic matters. The second part is the research on the social impacts of tourism. The literature on this topic was easily accessible, hinting at increased interest due to growing pressures derived from tourism. Lastly, while the Venice lagoon is a hotspot of biodiversity and environmental studies, data on the relationship with tourism is lacking, and so are specific studies; those which are available focus again on Ecosystem Services by the lagoon and their economic value rather than the biological impact on the lagoon.

The section on national and local legislation includes policies from the last ten years, as well as non-legislative resources when published by public agencies. Administrative entities include the Italian Republic, the Veneto Region, the former Venice province (now “Città Metropolitana di Venezia”) and the Venice municipality.

The section on entrepreneurial activities includes activities within the city. The projects described in this section are limited in number. As of 2019, the Veneto region shows a strong prevalence of micro- and small-size companies, respectively 77% with 3-9 employees and 21% with 10-49 employees (ISTAT, 2019). As highlighted by a 2007 report by the Italian company Confederation, these companies tend to be less technologically savvy, which affects their online presence as well (Confcommercio, 2007). In 2013, a report by the Italian Statistical Institute showed how almost half of smaller companies consider the Internet “unnecessary” or even “useless” for conducting business (ISTAT). Due to this,  the author faced certain limitations in locating information and data related to entrepreneurship and small business. 

Literature Review

The increasing physical and financial accessibility of travel has led to critical changes to the meaning of tourism and the way it presents itself, recently defined as “democratized” (Trancoso González, 2018, p. 36). Sustainability in tourism has hard standards concerning the relationship with the natural environment and society, the effects on the destination’s economies, the historical heritage and cultural-social cohesion. The section explores three dimensions, namely economic, socio-cultural and environmental. 

As highlighted by several authors, research on tourism and its connection to sustainability has been explored significantly since the 1980s (Colomb & Novy, 2017). The evolutionary timeline for touristic development in policy-making seems to follow similar trends: it starts with 'laissez-faire' as in the case of Switzerland in the XVIII century and other European destinations (Müller, 2015; Jóhannesson, 2015), afterwards opting for heavier regulation, and finally policy-led growth. This course of events applies to Venice as well; it has known intense tourist flows since the start of the XX century (Zannini, 2014) and, in 2023, put forth a critical proposition to limit them, as seen later. It is important to note how, more recently, the pressure for sustainable development has increased. National economic growth of the sector and satellite market activities cause a spillover effect. With its increase, its impact on the socio-cultural, environmental and local economic sphere increases as well. This has led to the rise of anti-tourism sentiments and social movements, thus strengthening the call for sustainable approaches.

It is important to define the concept of tourism carrying capacity (TCC). Due to the diverse range of societal components affected, the concept of carrying capacity also struggles with a clear definition. It is better understood as a set of multiple denominators measured along the socio-cultural, environmental and economic dimensions (Schuh, et al., 2020). A report by ESPON offers an overview of sixteen studies with different approaches to TCC. In general, it is useful to define it as the ability of the destination - its economy, resident population, or environment - to absorb a tourist population and its impact without causing “destruction of the physical, economic and socio-cultural environment and unacceptable decrease in the quality of visitor’s satisfaction” (UNWTO, 2019, p. 6).

Local Community and Economy

Tourism is an important economic driver in the global, Italian, regional, and local markets. In 2019, the Veneto region was the most visited in Italy, welcoming 20.2 million tourists in 2019 (ISTAT, 2023), with over a quarter or 5.5 million claimed by Venice (Città di Venezia: Assessorato al Turismo, 2020). Benefits alongside revenue include employment opportunities and the development of infrastructure (Bertocchi, Camatti, Giove, & van der Borg, 2020). Further, to some extent, quality of life improves as tourist demand for certain services also benefits and adds to residents. The destination acquires a favourable and enjoyable reputation as well (van der Borg & Costa, 2004). This economic component is especially important in the cost-benefit analysis of whether the presence of tourism is more or less socially accepted, as monetary benefits are more directly identifiable than perceptions about social values (Andereck, Valentine, Knopf, & Vogt, 2005).

While Venice, as a metropolitan city, oversees many municipalities, diverse territories, economic sectors and opportunities, the same cannot be said for the homonymous historical town. The history of the area led to the development of a diverse artisanal and manufacturing community, i.e. the famous boat industry, blown glass and lace production, as well as its role as an economic, manufacturing and luxury hub peaking during the XIV and XVI centuries (Romano 2024). After decades under the unyielding and growing pressure of the tourism industry and globalization, the urban economic composition has changed dramatically to the extent that traditional artisanal professions are now something in need of salvation (Legge Regionale 16 maggio 2019, n. 17). There is a tendency towards a vicious cycle including tourism growth, depopulation, and diversity loss. In economic matters, the line set by TCC is often reached as a way to maximise the financial benefits generated by tourists (Bertocchi, Camatti, Giove, & van der Borg, 2020).

The city of Venice has seen a continuous increase in tourist services. As of 2019, the city was able to offer tourists between 0.64 and 3 beds for every resident in the Dorsoduro and San Marco districts, respectively (Visentin & Bertocchi, 2019). The growth of Airbnb and regional law 33/2002 further eased the opening of extra-hotel facilities (Legge Regionale 04-11-2002, n.33). Currently, platforms like Airbnb, VRBO and Couchsurfing are seen as a source of disruption to the lives of residents, resource misuse, environmental misconduct and worsening of urban commercial services (Basso & Di Croce, 2019). Restaurants and tourist stores have also grown in numbers between 2008 and 2019, by 10 per cent a year and 4 per cent in total over the period, while residents perceive a lack of available services (Visentin & Bertocchi, 2019). Tourism causes the development of an economic monoculture, which in turn creates a rift in social cohesion by exacerbating differences between those directly employed in tourism (e.g. hotel employees), those who are not, and those who have to navigate the in-between (e.g. the restaurant business). It contributes to the creation of a small and specific group of specialized positions that do not require qualifications, for example, cleaning staff and temporary event workers (Visentin & Bertocchi, 2019). A related study conducted in Seville brings up a critical economic phenomenon of 'touristification' - the unfortunate spawn of tourism and gentrification. It highlights the “rapid change in tourist-led urban economies” (p. 5), which manifests as retail transformation, public space appropriation, worsening of air quality and urban mobility, competition in the housing market between tourists, low- and high-income residents (Jover & Diaz-Parra, 2020).

Tourism has both positive and negative effects on the social components of the destinations. Positive effects include improved community services, recreation and cultural facilities and activities (Andereck, Valentine, Knopf, & Vogt, 2005), appreciation for history and local culture with a strong exchange of the artistic component and identities between tourists and residents (Liu, Sheldon, & Var, 1987) and, in the case of Icelandic hosts, a recognition of the contribution of tourists in making their cities more lively (Helgadóttir, Vilborg Einarsdóttir, Burns, Gunnarsdóttir, & Matthíasdóttir, 2019).

As the tourism carrying capacity nears the overload, the pressures exerted by tourism start to affect the fabric of society and the cohesiveness of the culture. The benefits derived from economic growth and physical interaction between residents and tourists often lead to the corruption of the traditional values of the host culture and the loss of authenticity. Still, Zukin (1996) defined culture as the business pertaining to cities: this overlap between what is culture and what is business, and the desire to cater to such business in a way to maximize profit leads to a homogenization of culture that spreads with tourism itself. Especially when destinations make efforts supported by the government to cater to tourism, as is the case for Jover’s Sevilla (2020), destinations are “depersonalized” and not conducive to making “social bonds” (p. 20). As already highlighted by Visentin and Bertocchi (2019), economic activities which used to be services catering to residents and showcases of traditional, local professions have become chains or tourism-related shopping areas. This, in turn, creates a vicious cycle, with mounting feelings of wanting to move away (Bertocchi, Camatti, Giove, & van der Borg, 2020). Eventually, experiencing the destination and its culture becomes a less authentic endeavour. This situation hurts both sides: residents find their locality changed and unwelcoming, and tourists lose access to authenticity, cultural endemicity, and diversity, which attracted them in the first place (Coşkun, 2021).

The overload of social tourism carrying capacity is detrimental to the resident social fabric and the social value of tourists’ experiences. As highlighted by different authors, Europe has seen the rise of anti-tourist sentiments and movements, such as the Network of Southern European Cities Against Touristification (Visentin & Bertocchi, 2019; Kuščer & Mihalič, 2019), which includes Venice and Florence, Barcelona, Ibiza, Malta and Palma de Mallorca. The sentiment expands to Amsterdam, Rome, and Dubrovnik in Europe, as well as many places in Central America and Southeast Asia (Russo, 2002; Novy, 2017; Butler, 1980; Gerritsma & Vork, 2017; Ernest, 2010; Visentin & Bertocchi, 2019). Tourists can be perceived as clumsy or danger-prone, lacking responsible manners, as well as affecting urban mobility and everyday life (Helgadóttir, Vilborg Einarsdóttir, Burns, Gunnarsdóttir, & Matthíasdóttir, 2019). Tourists also face visible discontent, as represented by the manifestations of the “No Big Ships” groups in Venice (Vianello, 2016) and antagonising posters (Kuščer & Mihalič, 2019). While crowding can, for some, be a catalyst for inter-tourist-group interaction or confirmation of having made a good destination choice (Sanz-Blas, Buzova, & Schlesinger, 2019), tourists also show care for the destination (Schmitz, Fernández-Sañudo, de Aranzabal, & Pineda, 2004). They may realize their own negative role in local development.

Environmental Impact

The insular city of Venice represents a rather uncommon kind of urban settlement. Its development above and with water is crucial and inseparable from its identity and value as a historical urban heritage and economic hub. The relationship between the city and the lagoon it stands on is thus of paramount importance, and environmental matters are not trivial. The 6000 years lagoon (Scortegagna, 2008) spans 550km2 (Rova, Stocco, & Pranovi, 2023). It is the largest brackish water body in the Mediterranean Sea (Matticchio, Carniello, Canesso, Ziggiotto, & Cordella, 2017). It is on the UNESCO World Heritage list and is recognized and protected by several regional, national and EU regulations. Its role in the city's development and the historic republic it represented has always been clear to its inhabitants, who would regulate this relationship with specific governmental bodies and hold periodical meetings on its status and health (Solidoro et al., 2010).

The city's location in the Northern Adriatic Sea causes it to be pressured by environmental and anthropogenic stressors. The former include winds and high tides, causing the famous aqua alta phenomenon (periodical flooding) (Solidoro et al., 2010). Other stressors include resident population and sea-related professions; visiting groups and the transportation employed; historical development efforts (Solidoro et al., 2010); its position at the lowest and end point of the River Po Valley in Northern Italy, which is the nation’s leader when it comes to manufacturing and agricultural density (SUWANU Europe, 2021); and climate change.

Whereas society and the economy might benefit from visitors, the same cannot be said about the environment. Tourism was placed last in a study aiming to set priorities for pro-environmental development and policymaking. In Venice, tourists are attracted by the cultural and historical heritage rather than the environment, despite the services present to explore it. As a recreational entity, the lagoon caters more to residents who are already aware of its importance (D'Alpaos & D'Alpaos, 2021). A study by da Mosto et al. (2020), which aims to show the benefits of the lagoon’s ecosystem services, highlights how data is lacking to connect tourism and those services, how touristification is unsustainable due to being close to its downfall and worsening of the touristic experience. It suggests the application of an “alternative sustainable [approach for] management [of] social and private benefits” (p. 16). Finally, the phenomenon of cruise tourism must be mentioned. Government bodies are not raising the alarm about the impact of cruise ships due to their economic potential (Settis, 2014). They are known to cause fine dust pollution and release greenhouse gases in amounts comparable to whole cities (Testa, 2011; Settis, 2014; Trancoso González, 2018.

National and Local Regulations

Recently, Italian policymakers have developed an interest in sustainability, especially when connected with tourism. This is an attempt to safeguard the sector for the cultural heritage it depends on and as an important component of the Italian economy. Further, pressure from international institutions such as the UN and the EU, as well as Italy’s environmental and cultural protection organisations, has contributed to making a difference through regulations.

At the national level, 2021 sees an important addition to the Constitution of Italy where “protecting the natural environment, biodiversity, as well as historical and artistic heritage” is seen as an official duty of the nation (Costituzione, 1947, art. 9). In July 2021, in Venice, the new regulation of “Big Ships”, weighing more than 25 thousand GT, longer than 180 meters, taller above water than 35 meters, or employing fuel with sulfur content over 0.1%, gets adopted as official Law Decree. At the same time, the canals of Venice became recognized as a national monument (Decreto Legislativo 20 Luglio 2021, n. 103). Special emphasis was placed on San Marco’s Basin and Canal and the Giudecca Canal, popular spots for docking cruise ships, which were instead routed to the Lagoon’s inlets or the nearby Marghera municipality. 

In 2023, two pieces of legislation directly related to tourism and sustainability came through. The first is the renewal of the 2013 Memorandum of Understanding of “Great Destinations”, which included Venice, Milan, Florence, Rome and Naples  locations with more than one mln arrivals yearly. It confirmed their joint efforts to develop better sustainability solutions, the development of sustainable touristic practices, to share related information on the network, to make the process participatory with local populations and entrepreneurial subjects, to lower pressures from tourism (Comune di Milano, Comune di Venezia, Comune di Firenze, Comune di Napoli, & Roma Capitale, 2023). 

The second piece of legislation was the Strategic Plan for the Development of Tourism 2023-2027, aiming to efficiently use the €2.4 million made available by the post-COVID-19 National Plan for Recovery and Resilience. The funding is dedicated to improving touristic accommodation and related services, with the promotion of environmental sustainability through five pillars, including managing the influx of tourism, sustainable public transportation, and professional development. The document referred to the EU Strategy for Sustainable Tourism 2021 for shaping its values (Schema del Piano strategico di sviluppo del turismo per il periodo 2023-2027). 

Lastly, in 2019, environmental education was included as a formal part of the Civic Education subject in grade-level schools, ensuring the development of a pro-environmental mentality in students (Decreto Legislativo 12 December 2019, n. 111). This law is a vital part of sustainable development in Italy, especially if included in vocational and technical high schools for Tourism and Hôtellerie services. The inclusion of environmental education eases the adoption of sustainable practices in tourism when endorsed by the schools.

Locally, it’s useful to take a look at both the city of Venice as a historical and insular urban reality and the Metropolitan City of Venice, its municipalities and economic synergies. Of critical importance is the 2023 “Regulation for […] the Access Duty […] to the Ancient City of the Municipality of Venice and other Minor Islands […]”. It aims to experiment with limiting entry to the territory of insular Venice and other small islands through a booking and payment system for duties on day visitors at times when the numbers are expected to peak (Città di Venezia, 2023). The same year saw the revision of “Police and Urban Safety Regulation”, limiting tourist groups with guides or other escorts to 25 people to allow for better pedestrian mobility and the tranquillity of residents (Città di Venezia, 2024). The same document offers a useful overview of many regulations administering life in Venice, both as a resident and visitor, to ensure its protection as a livable city and important cultural hub.

It is also interesting to take a look at non-legislative tools by the municipality of Venice, such as the #EnjoyRespectVenezia campaign that was started in 2017. The campaign includes material such as “12 good practices of the responsible tourist,” easy-to-read and visual guides about the least busy times and places to visit, a map of the legal accommodation facilities, and quick insight into the abovementioned Urban Safety Regulation to avoid fines, the city’s #Detourism project. In its online version, the campaign also offers an accessible portal to understand the city, its mechanisms and various services, offering a FAQ service, maps and more (Città di Venezia, 2024). Lastly, considering online resources, the municipality’s website also provides a section specifically on sustainable and informed tourism, which includes the municipal council’s governance strategy for tourism and the management of tourism fluxes, information on high tides, suggestions to visit less popular but locally meaningful touristic and artisanal tours (Città di Venezia, 2024).

The Role of Entrepreneurship and Civil Society

Several entrepreneurial solutions based in Venetian territory function with or aim to promote sustainable tourist behaviors. It is worth highlighting these efforts as a possible way to map their success, feasibility and longevity.

A good example of entrepreneurial effort is Fairbnb, a cooperative company founded in Venice in 2014 by a group of activists and offering its services in most European countries at the time of research. Its sustainable character arises from how it handles booking commissions for accommodations, of which 50 per cent is donated to fund a project of the traveller’s choice within the area of the booked accommodation. Projects can be various: on the Venice insular area, they include a project on communicating with the Venetian resident community, a project on the dissemination of knowledge on issues such as the role of cruise ships in the lagoon as well as plant health, and lastly, a cleaning project to preserve buildings and monuments. 

Another collaborating organization is “We Are Here Venice,” which is involved with keeping Venice livable through sustainable development and research. Among its partners are the city's universities and art galleries, the Citizens for Air organization, the “No Big Ships” committee, and national and foreign foundations and universities (fairbnb.coop, n.d.).

Venice World Sustainability Capital Foundation was founded in 2022 to answer the “main problems of the city”, i.e. overcrowding, depopulation, environmental safeguard, high tide protection, occupational loss in traditional professions and conservation of historical and cultural heritage. It aims to develop solutions to address socio-economic revamping needs with ESG at its foundation and a new model for local development. Projects include the development of a value chain for hydrogen-based and alternative energy solutions, creating an environment to attract startup innovations, and the provision of “sustainable bonds” as a participatory funding solution (VSF: Venice World Sustainability Capital Foundation, n.d.). 

The Sustainable Tourism Operators Association was founded in Venice in 2018. It aims to protect and promote sustainable tourism within the Venice Lagoon with principles derived from the World Tourism Organization. It is open to individuals, professionals, and company groups, provided they are within the tourism sector or strictly connected to it. Sustainability for this organization means tangible and intangible heritage, including the surrounding nature and monuments, traditions, artisanal professions, and even manufacturing niches. It presents uncommon destinations in the lagoon, makes accessible suggestions for food and accommodation solutions, and provides sustainable and locally sourced transportation and guided tours (OTS Laguna di Venezia, 2018).

VeniSIA (Venisia) and Veniwhere (Venywhere, n.d.) are two other examples of alternative approaches to sustainability with tourism in the background. They both have Ca’ Foscari University as one of the main partners, and they aim to harmonize the resident and tourist experience. The former is an invitation to have Venice as the location for start-up companies in the environmental, social and business innovation sectors. The latter is a project that has Cisco employees working remotely while residing in the city. Although not strictly related to tourism, the aim of these projects is to reshape the identity of the visitors of the city. Despite conserving their visitor identity, participants are offered an opportunity and modality to experience Venetian urban life from within and for longer terms than a day or vacation-long visit.

Conclusion

This paper has explored the extent to which sustainability principles are integrated into the tourism industry on the Island of Venice, highlighting critical economic, socio-cultural, and environmental impacts. Although some actions are related to cultural preservation and environmental protection, the main focus remains on strategies for economic growth. The economic benefits of tourism in Venice are undeniable, yet they come at the cost of an economic monoculture, which undermines the diversity and resilience of the local economy. The dominance of tourism-related businesses has marginalized traditional industries and services that once sustained the resident population, exacerbating social fragmentation and depopulation. Furthermore, the socio-cultural impact of overtourism has eroded the authenticity of Venice's cultural heritage, leading to growing discontent among residents and fueling anti-tourism sentiments.

Environmentally, the strain on Venice's fragile lagoon ecosystem is particularly concerning. The city’s geographical and historical relationship with the lagoon is integral to its identity, yet tourism, especially cruise tourism, poses severe threats to this delicate environment. The recent regulatory efforts at both national and local levels, including measures to control visitor numbers and promote responsible tourism, represent a step in the right direction, but they need to be more comprehensive and effectively enforced.

In conclusion, the integration of sustainability into Venice's tourism industry remains incomplete. While there are initiatives aimed at managing tourism more sustainably, these efforts must be expanded and more rigorously implemented to ensure the long-term preservation of Venice's economy, society, and environment. A holistic approach, combining stringent regulations, community engagement, and innovative entrepreneurial solutions, is essential to protecting Venice for future generations. 

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