In her newly released first book, ‘Il Turismo che Non Paga’, journalist Cristina Nadotti takes readers deep into the contradictions of modern tourism. One of the key chapters, Il marchio è green, la realtà grigia («The Label is Green, the Reality is Grey»), spotlights the role of the Global Sustainable Tourism Council (GSTC) and its growing relevance in Italy’s shift toward credible sustainability in tourism.
Through a compelling conversation with Luigi Cabrini, Chair of the GSTC Board since 2014, Nadotti explores how the organization was created under the UN’s umbrella in 2007 to define global sustainability standards and provide third-party verified certification. “There are no shortcuts to real improvement,” says Mr. Cabrini. “Sustainability demands effort, but the results speak for themselves.”
Despite the lack of formal backing from the Italian government, the chapter reveals an encouraging surge of interest across Italian regions. Nadotti features an insightful exchange with Diego Gallo, sustainability advisor for Etifor, who outlines the concrete steps taken by local authorities and businesses. From Siena, the first Italian art city to be certified as a sustainable destination, to Garda Trentino, where over twenty operators gathered in early 2025 to pursue certification, the momentum is clear.
A standout example is the formation of the Italy Working Group, a collective of public and private stakeholders dedicated to disseminating the GSTC Standards throughout Italy.
Cristina Nadotti’s book, published by Edizioni Ambiente, offers more than a critique of overtourism: it serves as a guide for communities seeking systemic change. As tourism continues to evolve, voices like hers, amplified by leaders such as Mr. Cabrini and initiatives like Etifor’s, are shaping a more accountable and truly sustainable future for the industry.
Read an Excerpt from Cristina Nadotti’s book: “IL TURISMO CHE NON PAGA” in English here.
More information here: https://www.edizioniambiente.it/catalogo/il-turismo-che-non-paga
