Archivos del mes: marzo 2014

Almohadilla no es una almohada pequeña

Taller a cargo de D. José Ignacio Cenoz, de Crealider con los objetivos de presentar nuevas acciones para aprovechar los canales existentes a través de la estrategia, fomentar el turismo experiencial y poner en valor el poder de la prescripción en el 5.º Congreso Internacional de Turismo Rural de Navarra


Presentar nuevas acciones para aprovechar los canales existentes a través de la estrategia.
Fomentar el turismo experiencial.
Poner en valor el poder de la prescripción.

Caso de éxito en turismo rural: Hotel rural La Casa del Río

Presentación de D. Chema Ramón Cosialls, propietario del Hotel rural La Casa del Río, emprendedor inquieto nos cuenta sus éxitos y fracasos en la gestión del producto, las herramientas digitales y su relación con los clientes. Guía de pesca de alta montaña, caza fotográfica, rafting para perros…sobre “Caso éxito: Hotel rural La Casa del Río: cómo hacer atractiva la oferta de tu negocio rural y conseguir ventas” en el 5.º Congreso Internacional de Turismo Rural de Navarra

Logitravel: retos y oportunidades para hacer negocios en la red

Presentación de Dña. Mariana Silvério, Adjunta de Dirección General y Responsable de Comercialización de Turismo Rural del Grupo Logitravel sobre “Logitravel: retos y oportunidades para hacer negocios en la red” en el 5.º Congreso Internacional de Turismo Rural de Navarra

Logitravel, agencia online líder en Turismo Vacacional en España ha puesto en marcha un proyecto único y muy innovador, específico para la comercialización de establecimientos rurales.

La comunicación online como factor de competitividad en el Ecoturismo

Ponencia de D. Jose Ignacio Vega, Investigador y consultor en Ecoturismo. Experto en posicionamiento de destinos turísticos y proyectos de Ecoturismo y Turismo Rural. Creación de clusters para empresas e instituciones sobre “La comunicación online como factor de competitividad en el Ecoturismo” en el 5.º Congreso Internacional de Turismo Rural de Navarra

¿Cuáles son los retos del sector del turismo rural en cuanto al marketing online y las redes sociales?. ¿Qué desafíos tienen por delante los propietarios de negocios de turismo rural?. ¿Cómo han resuelto empresarios de éxito el desafío online?

La experiencia de Turinea sobre promoción de rutas y su comercialización

Presentación de D. Javier Sánchez, director de Turinea sobre “La experiencia de Turinea sobre promoción de rutas y posibles caminos hacia su comercialización” en la mesa redonda “El futuro del turismo de naturaleza y del ecoturismo” en el 5.º Congreso Internacional de Turismo Rural de Navarra

Naturaleza y turismo sostenible en la provincia de Sevilla

Ponencia de D. Beltrán de Ceballos, Presidente de la Asociación de Empresarios “Puerta Doñana” sobre “Naturaleza y turismo sostenible en la provincia de Sevilla” en el 5.º Congreso Internacional de Turismo Rural de Navarra

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<iframe src=”″ width=”427″ height=”356″ frameborder=”0″ marginwidth=”0″ marginheight=”0″ scrolling=”no” style=”border:1px solid #CCC; border-width:1px 1px 0; margin-bottom:5px; max-width: 100%;” allowfullscreen> </iframe> <div style=”margin-bottom:5px”> <strong> <a href=”” title=”Naturaleza y turismo sostenible en la provincia de Sevilla” target=”_blank”>Naturaleza y turismo sostenible en la provincia de Sevilla</a> </strong> from <strong><a href=”” target=”_blank”>CongresoTurismoRural</a></strong> </div>



Desarrollo y vinculación del turismo con la conservación de la naturaleza y el uso sostenible de Italia

Ponencia de D. Maurizio Davolio, Presidente de AITR y EARTH sobre “Desarrollo y vinculación del turismo con la conservación de la naturaleza y el uso sostenible de Italia” en el 5.º Congreso Internacional de Turismo Rural de Navarra.


Good morning to all. First of all, I would like to thank the organizers of this conference for having invited me and given me the opportunity to visit this wonderful city – the first time for me.

Moreover, it is a great pleasure for me to find here my dear friend, José Maria de Juan Alonso, who is coordinating this section of the conference. Together, we set up the European network, EARTH  – European Alliance for Responsible Tourism and Hospitality –  and we are also both members of its Board and Presidency.

We work together very closely.

As you perhaps know, I was one of the founders of the Associazione Italiana Turismo Responsabile, AITR, and from 2004, I have been its President. Then, in 2008, we set up the European network EARTH.

AITR is a second level association, which means that its members hold a legal personality. They are collective members, like an NGO, association, cooperative or small private company.

Our objective is to spread the ideas and principles of responsible tourism and make people aware of our experiences – in international cooperation projects, in travel programs abroad and also in Italy, with publishers and in publications, and in research and study.

We have about one hundred members, working in many different activities, of enormously different sizes, and also of very diverse idealistic, political and religious origins. However, they all have one thing in common – the values of responsible tourism and the aim to spread them.

From the very beginning, environmental associations and nature and rural tourist operators have participated in AITR. The largest Italian environmental associations – WWF Italia, Legambiente and CTS – were among the founding members of AITR and are all represented on our Board.

This arises from the fact that environmental ideas are closely linked to the principles of sustainability and responsibility.

The idea to respect our natural environment, the landscape, our cultural heritage; the idea to adopt measures regarding reducing water and energy use and to correctly manage waste; to use as much as possible non-motorized forms of transport (trekking, bicycles, horses); and also to promote local food production, typical local cuisines, traditional craftspeople and old skills and activities, to accept local life styles, their traditions and customs – in brief, the aspects that identify a place and its people. For us, the tourist finds themselves in someone else’s home and surely has the right to receive the services they have paid for, but they are also a guest who must adapt to the life style of those who have received them.

Our travellers are increasingly appreciating the type of trip or stay that our organizers are proposing as an alternative to the standard holiday packages, the same  type of offer widespread at an international level, that make all places appear more or less the same.

Today, we are seeing other trends taking root, based on the principles and practices of sustainability, authenticity and identity. We can see this in the food sector with zero-kilometer products, the reduced supply chain, the farmers’ markets, organic foods and solidarity-based purchasing groups.

In tourism, we find a growing group of travellers who are wanting to get to know the places they visit much more deeply, discovering their true life styles, establishing contacts with the local people and having opportunities to meet them that will allow them, even during their brief stay, to increae their knowledge and awareness and return home enriched by their experiences and new knowledge. This type of tourism also fosters the overcoming of typical stereotypes and prejudices, helps to improve understanding among different peoples and contributes to building peace.

AITR has developed some interesting initiatives, also of a high quality.

In this conference, also considering the topics it is proposing, I will present two experiences – community based tourism and tourism based on the cooperation between the organization I work for, Legacoop (a national organization of cooperatives), and the environmental association, WWF.

As you all probably know, community based tourism began in Latin American countries, in some African and Asian countries, and especially in rural and mountain areas. It is founded on the principles of local population participation; democracy in decision-making; an equal distribution of the economic benefits generated by tourism; the allocation of a part of the income to small community useful projects; respect for the environment and local culture; and the enhancement of the local identity.

Community tourism is widespread in many countries and, today, it is also supported on a political and financial level by different governments by means of specific legislation. I have brought with me a manual which I wrote just last month on community based tourism, and I have some copies here for you. It is, unfortunately, in Italian, but I’m sure you’ll be able to understand it without any problems. I have cited some countries of Latin America and mentioned the laws that govern and support their community based tourism.

Well, now I’ll turn to Italy. For some years now, community based tourism experiences, based on the same principles, have been developing in Italy. Also for us, this form of tourism has originated in internal areas, where we have witnessed serious problems of  emigration, ageing populations and social impoverishment. Villages where very slowly all the economic activities have disappeared and, along with this, the decline in public services – schools, post offices, shops, bars…

But, in some of these villages small groups of young people have known how to respond to this negative trend. They have organized themselves into associations and then cooperatives, calling on and bringing together all those local people willing to cooperate. They have linked up with small tourist companies, local farmers and livestock breeders, and the local artisans and craftspeople. They have identified the appeal elements of their area, rediscovering old traditions, jobs and customs and they have begun to put together tourist holiday packages – original, attractive, rich in visits and meetings with the local community. And so, they have contributed to reviving their village and making it known again. The tourists have begun to arrive, just as others have done – academics, researchers, delegations (even foreign), journalists and often public officials who wish to repeat these now established and successful experiences in their own regions.

We are witnessing important and widespread economic benefits for the local people, as well as an increase in the value of real estate, houses, apartments – all things that the inhabitants greatly appreciate.

I would like to present two experiences – the Briganti di Cerreto (Brigands of Cerreto) and the Valle dei Cavalieri (the Valley of the Knights).

As you can see, the Briganti di Cerreto has been inspired by the ideas of responsible tourism and specifically offer community tourism.

Their village population has dropped from a thousand inhabitants in the ’30s to the present 70.

Today, the cooperative is able to offer accommodation in the old restored water mill; the typical local cuisine in the restaurant it manages; the traditional production using a restored kiln of chestnut flour; the observation of local wild fauna (deer, wild boar, roe-deer); visits to the nearby large trout farm; to the dairy farm where they produce Parmesan and sheep’s cheese; trekking and, in winter, snow-shoeing; local festivals, markets, meetings with the village inhabitants; and many other activities related to nature, animals, mushroom hunting and wild berry picking.

As well, recently, they have added other attractions of an artificial nature, such as canyoning and canopy excursions.

Here we could ask ourselves – is it right to introduce these artificial attractions in community based tourism?

We think – yes. If the local population agrees and if it does not cause any serious environmental impact. Villages and towns don’t have to be turned into museums.  Evolution of activities has also to be accepted, as has always happened in the past with changes occurring continuously.

Nowadays, the open-air sporting activities attract many people, especially young people, who, through them, come into contact with areas of special natural beauty.

During their stay they can experience moments of sporting adventure as well as newer experiences based on local traditions, history, the discovery of nature without there being conflict or contradictions.

The second example of community tourism comes from the cooperative Valle dei Cavalieri, a cooperative which was set up after the mass exodus of the inhabitants of a village, Succiso, after it was hit by a disastrous landslide in the 1970s which destroyed the entire village.

The cooperative was able to respond and, today, manages a farm-stay – agritourism- with a restaurant, rooms and even a fitness area, the village bar, a small grocery shop, a sheep farm with a dairy and sheep’s cheese (pecorino and ricotta) production, the local bus to transport the children to school, the visitors’ center for the National Park where the area is found, and hosts the post office on its premises.

Both cooperatives combine service activities for the local population and other activities aimed at the tourism market.

In certain areas with economic difficulties and problems of a demographic nature, the  economic activities have to be carried out in this way. They must be based on many different activities, combining agriculture and livestock farming, services for the local population, tourism activity, forestry work, small public works, commerce, and so on.

Only in doing so can the community survive, support itself economically and maintain an acceptable and dignified quality of life. But, at the same time, being able to offer pleasurable and interesting holidays for their guests.

The other experience I would like to present, quite briefly, is the cooperation that has been started up between the organization I belong to, Legacoop, the national cooperative organization of many years of history, and the most well-known of the environmental organizations, WWF.

Both organizations are members of AITR.

It involves a project that is underway at the moment.

For a while WWF has been managing through their own local sections a certain number of nature Oases in Italy. The Oases have been established to safeguard and protect the environment, for scientific research on biodiversity and also for tourism and even agricultural production.

The cooperation between the two involves a series of actions.

The management of the Oases, originally carried out by WWF, has now been entrusted to cooperatives, which have then become members of and assisted by Legacoop.

The agricultural productions (cereals, pasta, honey, oil), which are organic and carry the WWF Oases brand, are sold in Coop supermarkets, the leading food retailing chain in Italy.


The Oases propose stays and excursions that are offered on the market, especially for schools and children, by tourist cooperatives and travel agencies belonging to the world of WWF and Legacoop.

Thus, a positive synergy has been created between environmentalism, which is not only limited to environmental protection but also to the right type of promotion, agricultural and tourist, and the cooperatives, that have among their values the promotion of work and collective entrepreneurship, the focus on the human person, the close relationship between people and their environment and territory, and consumer protection.

The management of the Oases also has an economic advantage that can be invested in  work involving environmental protection and scientific research.

I wanted to present these experiences, not only because they have been successful, but also because they can be repeated. They can be repeated in any type of regional context, at least as a method.

I believe that this is the objective of this conference – to make the best practices known. Those that are accessible, even to those who wish to listen and make use of the elements that would be the most useful for their own activities.

However, I must add one last thing.

In AITR, the rich experience in nature tourism, school eco-tourism, environmental education and the management of the visitors’ centers and didactic laboratories, have allowed us to create the Alta Scuola di Turismo Ambientale (Hight School for Environmental Tourism), which has been achieved through the initiative of another important environmental organization, Legambiente.

The Hight School, which is called, ASTA, has been promoted, together, by Legambiente, AITR, Legacoop and the Cinque Terre National Park, a park which has enjoyed in the last years an enormous success in terms of visitors for its small area.

Through the School ASTA  we organize courses to help young people plan their professional and working paths. Employment today is a major problem in our societies, in Italy, and also in Spain and other countries. In particular, work for young people. We are trying to provide a contribution to overcoming this problem, in terms of ideas, training, planning assistance and, in some cases, even financial assistance.

We believe that tourism presents a great opportunity, and that nature and rural tourism have an enormous potential. They must and can be developed in full harmony with the life of the local populations, their history and their culture.