Ecotourism, meaning the choice of tourist destinations in natural areas and parks, is growing in both visitor numbers and turnover, despite those who believe that enhancing the value of a territory is a less profitable activity than others.

According to Coldiretti data published yesterday, based on the latest Ecotur reports since 2007, tourism in nature appears to be recession-proof, and in 2014 it reportedly grew by 21 per cent compared to the previous year, reaching nearly 12 billion euros (11.9). This represents earnings of approximately 0.7 per cent of the country's GDP, whereas the tourism sector as a whole accounts for around 10 per cent of it.

According to the report, the rediscovery of domestic destinations such as nature reserves and parks is driven on one hand by the economic crisis itself, which is prompting Italians to seek out nearby places reachable even on a day trip, and on the other by a growing environmental awareness that is shifting attention towards green spaces.

Day trips alone account for 33 per cent of total visits, while weekends make up 26 per cent, long weekends 31 per cent, and week-long holidays 13 per cent.

Who practises ecotourism?

Visitor numbers for what Coldiretti calls nature tourism have this year, for the first time, exceeded 102 million; 46 per cent of visitors come from nearby areas and 37 per cent from regions beyond their own. 38 per cent of tourists hold a university degree, and 49 per cent a secondary school diploma. Couples and families under 60 make up 52 per cent of the total and have above all an average spending capacity.

Parco nazionale delle Cinque Terre. Photo: © Turisti per caso

What ecotourists get up to

Activities are mainly sporting (47 per cent), but also tied to the discovery of ancient traditions (10 per cent), food and wine (15 per cent) and relaxation (20 per cent). Among the favourite sports are hiking, trekking and cycling trips.

Where they stay

The majority of ecotourists prefer agriturismi (25 per cent); close behind come hotels (20 per cent), B&Bs (15), private homes (13) and campsites (10). The most popular parks in 2014 were the Parco d'Abruzzo, the Gran Paradiso and the Dolomiti.